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Company |
The Baby CD |
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http://TheBabyCD.com |
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Founded: |
July 2006 |
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City: |
Barrington, Illinois |
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Country: |
United States |
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CEO: |
Timothy Kelley |
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Founders: |
Timothy Kelley |
| Category: |
Marketing/Advertising |
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Funding: |
Seed/Friends & Family |
| Tags: |
Pregnancy, Baby, Education |
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Employees: |
6-15 |
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What does The Baby CD do?
The Baby CD is an educational interactive tool designed to engage new moms in a doctor approved format from concetion through the first year. The CD contains charts, graphs, videos, text, stories, check lists, facts, and interactive calendars to keep the mom fulfilled and educated. The average age of a new mom is 26 years of age. This iPod generation does not want the typical bag of pamphlets and adverts to shuffle through. The CD is completely dynamic by connecting to our Content Management System. If we update any information, it is autmatically changed on the users CD. The CD is only handed out to be a high value invitation to get higher utilization.
How are they different?
There are a few differentiators to consider in this model. First, we customize the CD for the practice to gain their undying support. Customization includes adding their pictures and bios, medical forms, maps to locations, recommended pediatricians, practice survey, and marketing of additional services. We even print a customized surface to the CD which give the practice a feeling of ownership and pride. The practice apporves the CD as a resource for their patients. This is our method of getting into moms with high utilization.
The second major differentiator that separates us is the support of the best content providers in the business to give us credibility. Our content providers include Discovery Channel, Laugh and Learn, Preeclampsia Foundation, Harvard Common Press, Abbott, Sanofi Pasteur, and March of Dimes. We strive to offer the best information available to moms in one single source. There is comprehensive medical information, and many other topics ranging from Stem Cell information to how to buy the new family car.
Why could The Baby CD be BIG?
The Baby CD is only handed to pregnant patients makes the targeting nearly 100% without wastage. The pharma mandates have now eliminated any distribution of materials that is not on an education platform. The Baby CD is a Trojan horse for companies trying to reach moms early in their term with the support of the healthcare provider. No other medium can reach a mom this early with such a trusted source. The reason why this will be bigger than just another clever method of reaching new moms, The Baby CD has now added the power of recording Full Motion ultrasounds to the CD. Recording ultrasounds for moms as a service went out many years back due to medicolegal issues. This caused most practices to abolish video and only hand out thermal still pictures. The Baby Ray from the Baby CD is simple to use software that will connect to any OEM ultrasound, receive the diagnostic quality study and convert it into a Flash video file for sharing with friends, family and social networks.
How they plan to make money:
The Baby CD source of revenue is through sponsorship. We have many small to midsize sponsors. Our major sponsors include Safeway (O Organics line), P&G (Pampers), Sanofi Pasteur (Daptacel), Stem Cyte (cord blood recovery), and Abbott (Similac). Sponsors may provide educational content and have exclusivity on the CD. The business model is very elegant in that all stakeholders are winners. As we add more sponsors to over 200 baby categories, it is an incremental revenue center.
Our thoughts:
Very interesting product! Could easily see how parents would desperately need this, and the distribution channels make it very attractive (as well as the sponsorship piece) on the b-model side.
Discovering Startups would like to congratulate Media Bright as our first monthly Best-Of Discovering Startups award winner! They have had an exceptionally positive response in both votes of confidence from our readers, as well as in the comments left by the company and we are happy to showcase them as our first monthly winner for April.
the voting/competition component this month, we realized early that there were some deep flaws in the model since companies who were reviewed later in the month (especially those reviewed yesterday), were inherently disadvantaged. We do apologize for not anticipating this, and assure our readers that we will be announcing changes for the next month’s contest. However, we will keep this month as originally stipulated in the rules, since we feel it is even more unfair to change the rules of a live competition mid-stream.
