While pregnancy tracking apps are certainly no substitute for professional medical advice, they can be fun and helpful wh...
Most parenting services have low mobile penetration and are still web-first 😳
Snapchat-generation parents need modern mobile-first and personalized solutions.
After interviewing 700+ diverse mothers, we learned the main concerns and barriers:
An ecosystem of mobile apps for parents and future parents 🍼
Founded in 2015, Hello Baby tested 30+ hypotheses and features before developing a bundle of high-quality products that parents really love.
4 top-featured apps for iOS and Android 🔥
Hello Belly: get fun with your pregnancy
The cutest journey through your pregnancy. Get useful and funny tips, daily.
- 400+ unique tips in 6 languages: English, Spanish, Korean, Chinese, Japanese, Russian;
- 30+ daily meditations;
- 40+ daily yoga lessons;
- 3D & AR models of a baby for each week of pregnancy;
- Handbooks and lists for shopping, nutrition, symptoms, check-ups and more.
Baby Tips: an ultimate parental guide
• 1,000+ daily tips from top doctors and psychologists;
• 70+ yummy recipes for your baby
• 30+ sleepy sounds to lull your child to sleep
• vaccine schedule
Baby Snap: daily one-second videos of your baby
Capture a one-second snapshot every day to create a movie of your baby's daily growth. Just one second. Everyday!
Add your baby. Start a story! Capture baby with AR and effects.
Invite relatives and Snap together. Discuss any Snap in a private circle!
Generate your baby's movie with one tap. Share anywhere! Be happy!
Hello Baby: an interactive baby album
A one-stop service for all baby memories: photos, videos, audio, text notes, automatically-generated video stories, and printed albums.
Parents can order a stunning, automatically-generated printed album featuring their baby's photos and milestones (launched in Europe, coming in the U.S. late 2020).
|Based on baby data and insights, we're building a smart marketplace that knows exactly what the baby needs at each stage of development.|
The marketplace was tested in the European market and will be launched in the U.S. in 2021.
One of the top grossing mobile products for parents 🦄
- 1.7M installs
- 8K paying subscribers
- $0.5 Cost per install (US)
- $9 Customer acquisition cost (US)
- Up to 200% ROAS (momentum)
- $35 Lifetime value
- We keep more than 44% of paid customers on D90
- $600K sales in 2019
- $250K sales in 2018
- $5M projected revenue in 2020
For modern parents
(and future parents) 😍
Most customers praise our unique content, art, modern user interface design, and friendly tone of voice.
Subscription-based with freemium 👑
Our apps can be used for free, but require a premium subscription for the full functionality and content.
Premium Subscriptionannual, monthly, lifetime
Bundle Subscriptionfamily subscription for all apps
With Bundle Subscriptions, parents can subscribe to the annual plan and get access to all apps.
In Autumn 2019, we implemented a Freemium model which increased retention 6x, without a notable revenue decrease. We're still profitable at the momentum of user acquisition, and earn additional revenue from users with a long lifetime cycle.
|We A/B tested different types of subscriptions to ensure maximum profit at each moment.|
$300B U.S. parenthood industry 👶
A single household spends an average of $78K on a baby before the child starts school. About 3.85M babies are born annually.
Furthermore, young mothers are the most active content creators and consumers on mobile (Google Research). Their parenting processes are going mobile, and the old-school approach doesn't work anymore (e.g. Toys-R-Us).
In the next few years, Snapchat and Tik-Tok generation parents will change user patterns to be mobile-first and even mobile-only, where Hello Baby is the leading ecosystem.
As an ecosystem, Hello Baby has the strongest position in the future mobile parental market
Hello Baby provides the best curated content. We have unique features like meditations for pregnant women and AR womb visualization. Unlike our competitors, all our content is made in-house, with our signature Hello Baby designs. All our products have been globally featured in Apple's App Store.
Hello Baby has shown sustainable MoM growth through paid (70%) and organic (30%) traffic for the last 1.5 years. After hundreds of tests, we've created a subscription-based and ad-free monetization strategy with a freemium model.
Some of the top competitors
While there are hundreds of indie parental apps, most don't use paid user acquisition and bet only on organic traffic and monetization through in-app ads.
Some old-school websites have huge user bases, such as babycenter.com and parents.com. But they are web-first companies whose focus is not on mobile apps.
In the next few years, most parental content will be consumed on mobile, and our ecosystem primed and ready to jump at this opportunity.
|4 cross-platform apps|
each app was globally featured by Apple many times;
an ecosystem has much more power than a single app
$900K sales in the first 1.5 years
and only one app is monetized enough so far
$1.5M raised for 5 years runway
one of the most cost-effective teams on the market
Make parents better with best-in-class mobile experience 🦄
December 2020, according to P&L
|Leading parental ecosystem|
Unique content trusted by millions of families worldwide 🍭
Content directorUnder Victoria's management, there are 6+ top authors who work on curated content: doctors, pediatricians, psychologists
|Our users' data is private.|
We’re not selling it to advertisers. While most services on the market monetize through advertising, integrations and selling user's data — Hello Baby apps don't. We collect data securely and only use it to improve and personalize our products: featuring the baby's age, gender, places, milestones, and interests.
$1.5M from top tier VCs and founders raised to date 🍿
Hello Baby, Inc. is a member of the Activation Club by Facebook with a monthly $250K credit line.
Seed round 💰
In addition to the Republic fundraise, we’re planning to raise $1M from current investors and angels (committed).
Use of proceeds
80% — marketing (paid acquisition and ASO)
20% — product (new features and localizations)
15+ years in design, art direction, and creative business 👨💻
16 years in digital production
SuitUp founder (acquired in 2016)
Worked with, P&G, Philips, VW, Mars, Braun, Lactalis, Brex
British Higher School of Art & Design alumni
D&Ad Best of Year design award, CSS Awards, Webby