Liv Labs GTM brain

category

market profile

• text: Pippa is a consumer fitness accessory worn internally while exercising, with optional coaching and support.
• text: Pelvic health professionals are potential educators and referral partners alongside direct consumer sales.

personas

• title: Active woman returning to exercise postpartum
  pains:

  • Wants to rebuild pelvic floor confidence while returning to running or workouts
  • Has little time to add a separate daily training routine
• title: Runner or fitness enthusiast interested in pelvic floor strength
  pains:

  • Difficulty engaging the right muscles during impact and exertion
  • Wants a discreet tool that fits an existing routine
• title: Pelvic health physical therapist
  pains:

  • Helping clients carry pelvic floor engagement into real movement
  • Finding practical tools clients will consistently use

icp

• text: US women who exercise and want to support pelvic floor fitness, including postpartum athletes.
• text: Pelvic health clinicians and fitness professionals who educate active women and can recommend suitable products.

message pillars

• text: Fit pelvic floor fitness into movement already in the customer's routine.
• text: Use a simple wearable accessory during exercise.
• text: Support natural muscle engagement during movement.

objections

• objection: Will this require another workout to remember?
  response: The product is designed to be worn during existing movement and exercise.
• objection: Is an internal wearable comfortable and suitable for me?
  response: The company describes two models and offers support; customers with individual health questions should consult a qualified clinician.

competitors

• name: PelvicToner
  why: Alternative spring-based pelvic floor muscle training device.
• name: Kegel8
  why: Pelvic floor trainers compete for consumer pelvic health budgets.
• name: Aquaflex
  why: Another consumer pelvic floor training product.

influencers

• name: Carly Price
  url: https://www.liv-labs.com/our-story
  why: Founder and inventor whose postpartum experience inspired Pippa.
• name: Sara Reardon
  url: https://time.com/6318265/vagina-whisperer-sara-reardon-pelvic-floor-therapy/
  why: Pelvic floor physical therapist and public educator reaching a relevant audience.

keywords

• pelvic floor trainer for runners
• pelvic floor fitness device
• postpartum pelvic floor exercise
• pelvic floor support during exercise
• wearable pelvic floor trainer
• pelvic floor strength workout

voice

• Encouraging and approachable
• Direct about women's bodies
• Active and convenience-focused

signals

• text: A consumer is returning to exercise after childbirth or seeking pelvic floor fitness support.
• text: A pelvic health practice is seeking tools that reinforce movement-based exercise.

pricing

motion

channels

• direct-to-consumer ecommerce
• pelvic health professional referrals
• Kickstarter
• social media

confidence

Founders

• name: Melody Roberts
  title: Founder
  role: Founder
  bio: Melody is a career innovator of consumer conveniences. She is an optimist with a lifelong passion for improving daily life through better, more affordable products and services. Formerly: Panera, McDonald's, IDEO, Smart Design, Cooper-Hewitt. Education: Illinois Tech (MDes) and Yale University (BA). Colorado native.
• name: Carly Price
  title: Founder
  role: Founder
  bio: Highly accomplished innovation leader and champion of human-centered design, with a passion for creating delightful products, services, and brand experiences. Has a proven track record of using insight-driven processes to uncover opportunities, drive concept generation and prototyping, and bring award-winning, iconic, useful, and beautiful consumer products and experiences to market.