Kiwi Biosciences GTM brain

category

market profile

• text: People with sensitive digestion may restrict common foods containing fermentable carbohydrates, creating demand for targeted digestive aids.
• text: FODZYME is sold direct to consumers, with clinician education and recurring subscription options.

personas

• title: Adult with IBS or FODMAP sensitivity
  pains:

  • Avoiding onion, garlic, wheat or other common ingredients makes meals and social dining difficult
  • Needs a portable way to manage specific food triggers
• title: Registered dietitian specializing in digestive health
  pains:

  • Helping clients navigate restrictive diets and identify specific triggers
  • Needs evidence and clear product limitations before recommending an enzyme
• title: Gastroenterologist
  pains:

  • Patients struggle to adhere to restrictive dietary guidance
  • Needs to distinguish which FODMAPs a supplement can and cannot address

icp

• text: Consumers with sensitive digestion who experience trouble with fructans, GOS or lactose and want more flexibility at meals.
• text: GI dietitians and gastroenterology practices serving patients navigating low-FODMAP diets.

message pillars

• text: Help customers enjoy foods that otherwise create digestive anxiety.
• text: Offer an alternative to maintaining a restrictive diet indefinitely.
• text: Make the supplement easy to use with meals.

objections

• objection: Does it cover every possible digestive trigger?
  response: The described formulation targets fructans, GOS and lactose; it does not cover every FODMAP or replace individualized dietary advice.
• objection: Is an ongoing supplement worth the cost?
  response: Consider the per-meal cost against individual benefit; the site advertises a money-back guarantee and subscription management.

competitors

• name: Fodease
  website: https://fodease.com/products/fodease-fodmap-digestive-enzyme-powder
  why: Markets a directly comparable powder targeting FODMAPs.
• name: Enzymedica
  why: Broad digestive enzyme supplements compete for digestive comfort spending.
• name: Beano
  why: Enzyme-based digestive aid overlaps for some food-related gas triggers.

influencers

• name: Anjie Liu
  url: https://www.prnewswire.com/news-releases/y-combinator-backed-kiwi-biosciences-launches-novel-portable-enzymes-to-make-food-painless-for-15-of-the-planet-301615761.html
  why: Co-founder involved in the product launch and company story.

keywords

• FODMAP digestive enzymes
• fructan enzyme garlic onion
• IBS enzyme supplement
• low FODMAP eating out
• digestive enzymes for wheat fructans
• GOS lactose enzyme powder

voice

• Empathetic about food restrictions
• Optimistic and food-positive
• Science-informed and accessible

signals

• text: A consumer is following a low-FODMAP diet and struggling to eat common foods or dine out.
• text: A GI dietitian is seeking resources for patients sensitive to fructans or lactose.

pricing

motion

channels

• direct-to-consumer ecommerce
• SEO
• dietitian and clinician education
• press

confidence

Founders

• name: Anjie Liu
  title: Founder
  role: Founder
  bio: Interdisciplinary thinker: scientifically-minded; humanist at heart Joint concentration in physics and comparative literature (Harvard 2017), now submerging myself into the intricate world of biology. I've struggled with chronic gut issues for most of my adult life, which led me to developing the current formulation of FODZYME and launching Kiwi Biosciences.
• name: David Hachuel Gurska
  title: Founder
  role: Founder
  bio: Formerly co-founder and CEO at auggi.ai, a digital gut health coach for patients with Irritable Bowel Syndrome (IBS). auggi was recently acquired by Seed Health. Completed my MPH in Epidemiology at the Harvard School of Public Health and a Master's in Computer and Information Science at Cornell University.