Nigeria - Startup under 3 years old

Describe your project or startup in a few words

Nurture Mum is an innovative health tech platform designed to support mothers and provide comprehensive baby services. Some product features include providing pregnancy/ postnatal support kits, vaccination tracker, 24/7 Virtual consultation, nannies etc

01.01 Describe your startup in more detail

According to the UN, every year, around 385,000 babies are born each day around the world. This estimation brings us to 140 million babies a year. This number will remain relatively stable in the next 50 years from 2020 to 2070. Statista states that 33% (46.4 million) of these births happen in Africa. What tends to happen when these babies are born is that friends, family, and the communities tend to focus most if not all of their attention on the babies, neglecting the mothers who went through serious pains and body changes and often risking their lives to have them. Enter Nurture Mum, an application that aims to cater to the maternal health and wellbeing of mothers and by extension, the wellbeing of their children. Maternal health refers to the health of women during pregnancy, childbirth and the postnatal period. By providing 24/7 access to medical professionals and a range of other AI supported features, we aim to make the pregnancy cycle a more seamless one for mothers

01.02 What is the main problem you are trying to solve?

Nursing mothers and pregnant women experience various difficulties including postpartum health concerns such as insomnia, postpartum Psychosis, postpartum depression which affects one in every seven mothers. This has led to thoughts of self harm, harm to the baby and even suicide, amongst several other health issues. Most times, these issues are solvable through having adequate information, knowing where to go and who to speak to or as is more prevalent in low and middle income countries, having the financial resources to access the required services and products. The lack of access to reliable information is also a major perinatal problem. Limited support services for mother and infant care is a burden highest at low and middle income countries. Most government owned hospitals have often come under fire for being ill equipped, lacking amenities and professionals to cater to patients' needs and private clinics cost more and is a privilege in most communities

01.03 Tell us the major benefits and/or advantages of using the product/service that your startup provides (at least 3).

Pregnancy and postnatal support kits: these include lactation support such as breast pumps, compression socks to help swollen feets, back braces to support the weight of the belly, pregnancy journals and nanny cameras Immunisation/ vaccination tracker: Mothers can upload their children’s vaccination dates to the tracker. This way, it prompts them continously days before the vaccination is due to be taken. They can also upload all records of their children’s immunisation Nanny camera live stream: In addition to offering baby monitors and Nanny Cams, You can connect your nanny cam at home to their apps so even when a mother is away. 24/7 Virtual consultations: No need to visit the hospital every other day. With Nuture Mum, mothers will have access to gynecologists, pediatricians, therapists and other general practitioners from the comfort of their homes. More rest for mother and child Access to qualified nannies Mothers’ Networking Forum Online pharmacies and supermarkets

01.04 Please describe who exactly your startup’s product/service is aimed at serving. Who are the targeted beneficiaries?

Our target demographics are: Primary Audience: Nursing mothers and pregnant women, who are in need of support through their pre-partum, postpartum, and child-rearing stages. Secondary Audience: Healthcare professionals such as gynecologists, pediatricians, therapists, and general practitioners who can provide virtual consultations. Tertiary Audience: New parents in general, looking for convenient solutions for infant care and access to child care products and services. In Nigeria, where women of childbearing age number approximately 40 million (ages 15 to 49), there exists a disproportionately high rate of health complications related to childbirth. Although the nation comprises only 2.4% of the global population, it accounts for 10% of worldwide maternal mortality. Looking at the internet penetration of Nigeria which is about 55.4%. Our Market size is about 22.6 million mothers.

01.05 When was your company established?

2025-01-04

01.06 Are you already selling your product/service?

No

01.07 How many other owners are there within your startup?

1

01.08 Among the other owners, how many are female?

1

01.09 Please describe the profile of the other owners within your startup (skills, experience, etc.)

Olivia Eze (Co Founder) - Olivia is a recent graduate of Warwick Business School, where she studied International Business. She also holds an honors degree from the University of Lagos where she studied Philosophy. Olivia has over 8 years of experience working with various nonprofits and social entreprises in Nigeria, Uganda and UK. Olivia ensures that our vision stays alive by pursuing tangible partnerships and staying in touch with our target audience in order to create an accurate solution. Olanrewaju Olagunju (Co Founder) - Olanrewaju is a seasoned product management consultant and data analyst with over 5 years of work experience working with notable african and international companies and startups such as Carbon Bank, Vendease, GIG Logistics, Wakanow, Sunnet systems, Dana Airline. With a masters in Business Administration from Hult Business School Dubai and a Bachelor's degree in Engineering from the University of Brighton, He would oversee the creation of a functional Product

01.10 If you have a website, a social media page (Facebook, Instagram, Linkedin…), or app, please provide the link(s) here:

01.11 Which industry best describes your project?

f) Healthcare (healthcare equipment and services)

02.01.01 My startup contributes to the No poverty goal

4

02.01.02 No poverty - Justification for my startup

02.02.01 My startup contributes to the Zero hunger goal

2

02.02.02 Zero hunger - Justification for my startup

02.03.01 My startup contributes to the Good health and well-being goal

7 - Strongly Agree

02.03.02 Good health and well-being - Justification for my startup

Nurture Mum is an application that intends to cater to the Maternal health and wellbeing of mothers and by extension, the wellbeing of their children. Maternal health refers to the health of women during pregnancy, childbirth and the postnatal period. We have a mission to revolutionize maternal and infant care through innovative health technology solutions, making it a great contribution towards the good health and well being SDG as we work to improve the maternal health and wellbeing of mothers' and their infants

02.04.01 My startup contributes to the Quality education goal

4

02.04.02 Quality education - Justification for my startup

02.05.01 My startup contributes to the Gender equality goal

5

02.05.02 Gender equality - Justification for my startup

Our startup ensures the sexual well being of mothers, making it a contributor to SDG 5

02.06.01 My startup contributes to the Clean water and sanitation goal

2

02.06.02 Clean water and sanitation - Justification for my startup

02.07.01 My startup contributes to the Affordable and clean energy goal

2

02.07.02 Affordable and clean energy - Justification for my startup

02.08.01 My startup contributes to the Decent work and economic growth

7 - Strongly Agree

02.08.02 Decent work and economic growth - Justification for my startup

02.09.01 My startup contributes to the Industry innovation and infrastructure

7 - Strongly Agree

02.09.02 Industry innovation and infrastructure - Justification for my startup

We believe that through the inclusion of artificial intelligence to our product suite, we are helping build and promote inclusive and sustainable industrialisation

02.10.01 My startup contributes to the Reduced inequalities goal

7 - Strongly Agree

02.10.02 Reduced inequalities - Justification for my startup

Providing affordable health care for women from diverse financial backgrounds helps to reduce inequality.

02.11.01 My startup contributes to the Sustainable cities and communities goal

3

02.11.02 Sustainable cities and communities - Justification for my startup

02.12.01 My startup contributes to the Responsible consumption and production goal

4

02.12.02 Responsible consumption and production - Justification for my startup

02.13.01 My startup contributes to the Climate action goal

2

02.13.02 Climate action - Justification for my startup

02.14.01 My startup contributes to the Life below water goal

2

02.14.02 Life below water - Justification for my startup

02.15.01 My startup contributes to the Life on land goal

3

02.15.02 Life on land - Justification for my startup

02.16.01 My startup contributes to the Peace Justice and Strong Institutions goal

3

02.16.02 Peace Justice and Strong Institutions- Justification for my startup

02.17.01 My startup contributes to the Partnerships for the goal

5

02.17.02 Partnerships for the goal - Justification for my startup

Partnership for the goal emphasises fair cross sector and cross country collaboration. With our various partnerships, Nurture Mum would enter into into meaningful collaboration with service and product providers from various sectors and industries which works towards partnership for goals

06.01 There are a large number of customers who already use a product/service very similar to the product/service we envision creating.

3

06.02 The product/service represents an entirely new type of product/service.

6

06.03 The product/service could be described as a new technology.

6

06.04 The product/service is an improvement on an existing product or service.

4

06.05 The product/service could be described as an extension of a range of products or services.

3

06.06 The product/service responds to a demand or need that has not been satisfied by other products/services.

5

06.07 The product/service is a new version of an old product/service.

3

06.08 Justification for my startup

Nurture Mum is an innovative health tech platform designed to support mothers and provide comprehensive baby services. It is innovative because it employees the use of Artificial Intellighence in solving problems faced by mothers and children. our most innovative features include but are not limited to; Our Medical Form Management which allows AI pre-fill medical forms using existing data, reducing the administrative burden on mothers and healthcare providers and ensures the secure and efficient transfer of medical forms and records between different entities within the ecosystem, AI can match mothers with the most suitable healthcare providers based on their specific needs, preferences, and geographic location, Smart Monitoring which allows AI enhance nanny cameras with features like facial recognition, motion detection, and anomaly detection to alert mothers of any unusual activities or potential safety concerns.

06.09 Competitive Analysis

Our main potential competitors are HelpMum Africa and Mum Health. Nurture Mum differentiates itself by incorporating AI-powered features, which are not present in our competitor's offerings. Additionally, our product suite exceeds theirs by over 70%, providing a more comprehensive solution. Unlike HelpMum Africa, we operate as a for-profit business, further distinguishing our niche in the market.

11.05 Are you initiating actions within your community to promote the role of female entrepreneurs?

I am very enthusiastic about working with non-profits and social enterprises to drive meaningful change. One notable project I participated in was with the non-profit organisation, Afara Makes A Difference (AMAD). Alongside a group of dedicated young women, I traveled to Ogun State, Nigeria, to conduct a week-long entrepreneural training program aimed at empowering local women with valuable skills. We provided hands-on training in soap making, baking, makeup artistry, bead making, tie-dye techniques, and sewing. Our team stayed in the community for a week, ensuring that the women were thoroughly equipped to produce these items independently. The women we trained continue to utilise these skills as a source of livelihood, contributing to their economic independence and the well-being of their families.