Transcript
We launched Keleya the pregnancy app in September, 2017. It’s a special app for pregnant women to work out and also with nutrition tips. So it works like an individual coach. This is actually the first app that works with an algorithm. So you can put your delivery date in, and then your symptoms. And you can always update your symptoms. And based on your symptoms and your fitness level and your due date, you get your workouts, yoga or pilates workouts that I did, cause I’m a yoga teacher. And we also developed with physiotherapists and other pre and postnatal experts.
These workouts will help you to feel fit and relaxed during your pregnancy. Workouts, but also meditation and breathing exercises. You get nutrition tips because also nutrition does a lot for you, the baby and pregnancy. So nutrition and movement are factors that really affect pregnancy and giving birth. We also have midwife tips. We also have a birth preparation course and we started the app in German, but since 2018, February 2018, we launched the app on the international markets. So it’s available basically everywhere. We always develop the app further together with midwives or gynecologists. We also work together with health insurances. So some health insurances take the costs for their members, which is very good for us. And now we have a very new cooperation and we will launch a new product actually in spring 2020.
Our cooperation is with the German midwife union. We will basically launch a platform to book midwives, because it’s really hard to find a midwife in your area, and also very hard to find midwife for what you need. So basically women search for midwives, they call 30 midwives, and it’s a lot of work because they always have to call back the women, what they really need, and they see how they can help. And this uses really a lot of time. So this should be a solution for everyone to have a chance to find a midwife in an easy way to see where they are available and what they offer.
Also an easier and safe way to communicate because now they have so many different forms to communicate. They communicate via email, via WhatsApp, via SMS, phone calls. The communication is spread over many channels and this makes it much easier and a safe and transparent way to communicate. With launching this platform, we really believe this makes finding a midwife a lot easier and also communicating. Hopefully this will be a huge step, for midwives and families to find together and have an easier start and easier cooperation. So look out for the platform and it’ll be called Amelie and you will hear from us.
We already made user testings before really developing the app. So we found out if there was a need, and obviously, there was a need for pregnant women to get an access to recommendations what really is healthy food, because many pregnant women, they are very insecure because there are so many different recommendations, what you should do, what you shouldn’t do and also about movement. Am I allowed to do or what is not good for me? So we figured out this is something women really need during their pregnancy. So we launched the app in September 2017 in the German market. Right from the beginning, we did many user testings and asked them if it really helped them, how it helped them, how we could develop. And yeah, this is how we developed step by step. We launched the app worldwide in 2018 in February.
We also got even more user feedback, not just from the German market and it’s very different also, the way they treat pregnancy in different countries. So that was a huge step as well. We also develop, then, the birth preparation calls, but just for the German market, because it’s very different in other countries, what you need to do, how you do things. The German product and the English product, they’re a little different. And here also in Germany, we work a lot with health insurances, which we can do worldwide obviously, but we always collected and still collect feedback from our users, and this is how we develop as an app. The whole user experience and the topics, what would they like to learn more about or how would they learn it, or how would they see it?
We have a podcast channel it’s called, “9 Glückliche Monate”, also of course in German. But we also have podcasts in the German part of the app, because women, they said they had don’t always have time to read or to watch videos, and they just want to listen to the topics on their way and looking for inspiration and also information. So we found really the topics that they want to have answered, the experts. So we’re working with more and more experts, midwives and gynecologists. Because there is some kind of an over-information when it gets to pregnancy. It’s really hard to find out which information is good for you and which isn’t because what works for you might not work for the next person. So this is why we have this very individual approach. Really always get feedback and see, okay, this is really helping, it really reduces back pain or it reduces anxiety, especially through the meditations we also developed, or a fear of giving birth. So we really got a lot of feedback and this is how we go further.
Scaling the business, of course, it’s always exciting. Knowing what my limits as well, like whenever we develop something or have tight deadlines, for instance, now launching the new product. When it’s time for me to leave, because I need to pick up my kids or have an appointment at school or whatever, a doctor’s appointment with my kids that I need to go, there is no discussion. I always have to maintain the balance. I have to organize my family and there’s a lot of organization involved. Even more when we’re having just our deadlines that are really short and we have to meet them. It works out for me. My team knows when I need to leave, then I’m leaving, I’m taking off. That’s fine.
