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The client did not have a proper revenue model, which was causing erratic income trends as well as losses. Moreover, the client was also looking to target the higher income group so as to increase profits. Also, the client wanted to revamp their Health Application so that it could reach a larger base. The client had minimal reach on social media and wished to enhance their impact on different digital platforms. They also wanted a roadmap on how to increase donations, which declined ever since covid hit.
We suggested a competition model of pricing is appropriate as it gives MMF credibility among consumers while also increasing profit margins. For the company to shift to a for-profit company while also targeting the HIG group, we conducted extensive market research to determine a roadmap for this transition. This market research targeted maternity pads specifically. For the health application, we suggested changes in the existing app - like the lack of visual cues, and irresponsive quiz pages - and also recommended features for a better user experience - like adding a proper Dashboard section, and legitimising doctors by including their picture and introduction. As for social media, campaigns and best timings to post were suggested, along with suggestions on how to rectify the current issues with Myna's social media strategy. For donors, we ideated a roadmap that involved three key steps: introduction, attraction, retention.
Our proposed solutions to MMF shall help them price their products keeping in mind the competition and input costs to increase profits by 80%. Feature updates to the MMF web portal shall help them make the portal more accessible to users with different native languages.
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