JoyeD: Assessing the viability of expansion into the UK physical product market
Our trainee consultants supported a post-partum wellbeing platform to scale its services and deepen its impact for new mothers.
Summary
The trainee consultant team on the PhD Accelerator programme consisting of Stefania Pirosca and Yomna Gharib partnered with the FemTech start-up, JoyeD, an online platform dedicated to supporting post-partum women in the early stages of motherhood. JoyeD was exploring expansion into the physical product market. The goal of this was to generate additional revenue streams that could be reinvested into the platform, enabling JoyeD to scale its services and deepen its impact for new mothers.
Objective
The primary objective of the project was to assess the viability of JoyeD’s proposed expansion into the UK physical product market. To support this, the team developed a set of research questions in collaboration with the client, focusing on three key areas: market demand and size, the specific needs of post-partum mothers, and optimal pricing strategies.
What the team did
As part of the project, the team conducted comprehensive market research to analyse comparable products currently available in the UK market. This was complemented by a review of scientific literature, NHS guidance, and qualitative insights from online forums to build a deeper understanding of the needs of new mothers. Using a mixed-methods approach, the team also designed and distributed targeted polls to a large sample of new mothers to validate these needs and identify optimal price points for the proposed product. In parallel, production and supply chain options were also assessed to identify suitable suppliers and the most efficient methods for assembling and distributing the physical product. These insights informed the development of detailed costing models for the client, enabling a clear evaluation of the venture’s viability.
Outcome
The project delivered a clear and actionable set of priorities and strategic recommendations to guide the client’s entry into the physical product market, which equipped the client with a robust foundation to assess feasibility and move forward with confidence.
