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9 Month Program [SMART 100, 2015]

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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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1. THE BEGINNING

This innovation initially came to life when…

We responded to our postnatal clients telling us they wished they’d known all of what they knew after they had their baby BEFORE they had their baby. We had also worked with many pregnant mums through adapting our postnatal program and found their recovery and return to exercise and well-being was always faster and better than those we only worked with postnatally. Our second- and third-time mums were having a better experience with subsequent babies than with their first and better than some of our newer first-time mums.

2. WHAT & HOW

The purpose of this innovation is to…

…take mums safely and effectively through pregnancy into the postnatal period.

It does this by…

…bringing together our team of pre- and post-natal specialists in the areas of fitness, physiotherapy, nutrition, emotional well-being and naturopathy, working with and supporting them throughout their pregnancy and into their postnatal period.

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3. PURPOSE & BENEFITS

This innovation improves on what came before because…

There has never been a holistic program like this before. Before, many mums had to search out their own team (if they did at all). Before, many pregnant and postnatal mums didn’t know what to do and either did nothing or potentially injured or damaged their bodies because they just kept on doing what they always did. We change that.

Its various benefits to the customer/end-user include…

…helping the 10% of women depressed or suffering anxiety during pregnancy and helping the 75% of women who don’t seek help until breaking point. We can help the one in five women who suffer pelvic floor weakness in silence. And much more.

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

…various health and exercise professionals each working individually for the care of pre- and postnatal women rather than in collaboration. OR…

…it wasn’t solved at all. Women suffered whatever was happening for them in silence because they either thought it was ‘normal’ or they simply didn’t know where to go.

Its predecessors/competitors include…

In theory any specialised personal trainer, physiotherapist, nutritionist, naturopath or psychologist caring for mums. However, given there has never been an all-encompassing program like this before there is little direct competition.

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5. TARGET MARKET

It is made for…

…pregnant women aged 25-45. Primarily private obstetric patients with a disposable income that are body aware but are still not sure exactly what to do. They want to know what they are doing is safe for their baby and they want to re-discover their body post-baby. They are likely to jump back into what they were doing beforehand if we do not educate them during pregnancy — therefore becoming candidates for pelvic floor dysfunction among other preventable conditions. In 2012 over 307,000 women gave birth — this is a never-ending market of newly pregnant women.

It is available for sale through…

We invite pregnant women to attend our ‘Secret Mum Stuff’ workshop — a two-hour introductory workshop to the 9 Month Program. They are gently invited to sign up on the day or during our follow up process.

Our marketing strategy is to…

  1. Partner with as many other businesses that look after pregnant mums (i.e. obstetricians, GP’s, other pre-natal health professionals) to invite them to Secret Mum Stuff.
  2. Enlist pregnant mums onto our ‘Fit & Healthy Pregnancy’ newsletter and run online campaigns.
  3. Become a valuable part of corporate wellness packages for pregnant women to enhance their return to work.

FINE PRINT: This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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