Most parenting services have low mobile penetration and are still web-first 😳

Snapchat-generation parents need modern mobile-first and personalized solutions.

After interviewing 700+ diverse mothers, we learned the main concerns and barriers:

An ecosystem of mobile apps for parents and future parents 🍼

Founded in 2015, Hello Baby tested 30+ hypotheses and features before developing a bundle of high-quality products that parents really love.

4 top-featured apps for iOS and Android 🔥

Hello Belly: get fun with your pregnancy 

The cutest journey through your pregnancy. Get useful and funny tips, daily.

One of the top grossing mobile products for parents 🦄

User base

• 1.7M installs
• 8K paying subscribers

Acquisition

• $0.5 Cost per install (US)
• $9 Customer acquisition cost (US)
• Up to 200% ROAS (momentum)
• $35 Lifetime value

Lifetime cycle

• We keep more than 44% of paid customers on D90

Monetization

• $600K sales in 2019
• $250K sales in 2018
• $5M projected revenue in 2020

For modern parents
(and future parents) 😍

Most customers praise our unique content, art, modern user interface design, and friendly tone of voice.

Customers' reviews

Subscription-based with freemium 👑

Our apps can be used for free, but require a premium subscription for the full functionality and content.

	Premium Subscription annual, monthly, lifetime
	Bundle Subscription family subscription for all apps

With Bundle Subscriptions, parents can subscribe to the annual plan and get access to all apps.

Freemium

In Autumn 2019, we implemented a Freemium model which increased retention 6x, without a notable revenue decrease. We're still profitable at the momentum of user acquisition, and earn additional revenue from users with a long lifetime cycle.

We A/B tested different types of subscriptions to ensure maximum profit at each moment.

$300B U.S. parenthood industry 👶

A single household spends an average of $78K on a baby before the child starts school. About 3.85M babies are born annually.

Furthermore, young mothers are the most active content creators and consumers on mobile (Google Research). Their parenting processes are going mobile, and the old-school approach doesn't work anymore (e.g. Toys-R-Us).

In the next few years, Snapchat and Tik-Tok generation parents will change user patterns to be mobile-first and even mobile-only, where Hello Baby is the leading ecosystem.

As an ecosystem, Hello Baby has the strongest position in the future mobile parental market

Hello Baby provides the best curated content. We have unique features like meditations for pregnant women and AR womb visualization. Unlike our competitors, all our content is made in-house, with our signature Hello Baby designs. All our products have been globally featured in Apple's App Store.

Hello Baby has shown sustainable MoM growth through paid (70%) and organic (30%) traffic for the last 1.5 years. After hundreds of tests, we've created a subscription-based and ad-free monetization strategy with a freemium model.

Some of the top competitors


While there are hundreds of indie parental apps, most don't use paid user acquisition and bet only on organic traffic and monetization through in-app ads.

Some old-school websites have huge user bases, such as babycenter.com and parents.com. But they are web-first companies whose focus is not on mobile apps.

In the next few years, most parental content will be consumed on mobile, and our ecosystem primed and ready to jump at this opportunity.

Hello Baby

4 cross-platform apps each app was globally featured by Apple many times; an ecosystem has much more power than a single app $900K sales in the first 1.5 years and only one app is monetized enough so far $1.5M raised for 5 years runway one of the most cost-effective teams on the market

Make parents better with best-in-class mobile experience 🦄

	$1M MRR December 2020, according to P&L
	Leading parental ecosystem 2021

Unique content trusted by millions of families worldwide 🍭

	Content director Under Victoria's management, there are 6+ top authors who work on curated content: doctors, pediatricians, psychologists

Privacy ✊

Our users' data is private. We’re not selling it to advertisers. While most services on the market monetize through advertising, integrations and selling user's data — Hello Baby apps don't. We collect data securely and only use it to improve and personalize our products:  featuring the baby's age, gender, places, milestones, and interests.

Roadmap 🚀

$1.5M from top tier VCs and founders raised to date 🍿

Investors

Accelerators

Partners

Hello Baby, Inc. is a member of the Activation Club by Facebook with a monthly $250K credit line.

Seed round 💰


In addition to the Republic fundraise, we’re planning to raise $1M from current investors and angels (committed).

Use of proceeds

80% — marketing (paid acquisition and ASO)
20% — product (new features and localizations)

15+ years in design, art direction, and creative business 👨‍💻

Tim Raiter founder, art-director 16 years in digital production SuitUp founder (acquired in 2016) Worked with, P&G, Philips, VW, Mars, Braun, Lactalis, Brex British Higher School of Art & Design alumni D&Ad Best of Year design award, CSS Awards, Webby

Vitaliy Urban founder, product owner 15 years in digital production Britanica Design Bureau founder Worked with Danone, Casio, Megafon, Stada, Bacardi British Higher School of Art & Design, Scream School alumni D&Ad Best of Year design award, Awwwards, Webby