Momish, A Boutique for Expecting Moms Doing their Best
Ah, pregnancy, the most important part of a woman’s life. This is a joyous time for women to connect with the life growing inside them and finally fulfill their life’s purpose. Nine blissful months of non-GMO organic kale smoothies and light exercise six times a day lie ahead. At night, while laying on the beach, they play soft music and……you know what? We can’t do this.
That’s just not our style.
Let’s face it- pregnancy is HARD. And despite what all the Mommy Blogs might preach, there is no one perfect way to prepare for pushing life out of….well, you know. We’re here to keep it real. No matter how much kale you eat, your boobs will still be swollen. And guess what? You will fart. A lot.
But the worst part about pregnancy is that you’re going to crave the things you just can’t have. You know, the kind of things that make life worth living- sushi, perfectly dyed roots, and of course booze. Gone are the days of taking a wine bottle to the face and passing out on a Friday night. Pregnancy is hard enough without other expecting Kaitie-lynn’s making you feel bad about the fact that you just want to eat some damn salami.
Let’s cut the crap. We don’t want you to suffer without your sweet sweet fish tacos for nine months.
That’s why we’ve created Momish.
Momish is an online boutique for all the expecting mommas out there who shouldn’t have to make sacrifices just because they’re pregnant. This is for all the moms who want to indulge, guilt-free, in a safe and healthy way. Our shop features hand-picked and Momish approved curated products that let you scratch that itch while being safe for your tiny growing lovable little monster. Think henna hair dye, non-alcoholic cocktails, and meat alternatives that actually taste like meat. If it’s Momish approved, that means it’s also approved by doctors and science and assured to be safe for pregnant mommas out there.
So go ahead future momma, treat yourself! After all, you’re growing a human for crissakes.
- Our biggest segment is planned to be the millennial future mother
- This is probably our customer’s first time being pregnant
- These are primarily working women who are balancing their work and pregnancy life
Social channels we will be focusing on:
- Facebook. Used primarily by pregnant mothers to update the family during the nine-month period. Additionally, they may be browsing groups dedicated to future or current mothers.
- Instagram. Used to share progress pictures and communicate with friends. Assumed higher usage by younger, millennial future mothers.
- Snapchat. More personal, less likely to be interested in advertising here.
- Twitter. Mainly for future moms who were already on this platform before becoming pregnant.
- Pinterest. Browsing everything related to pregnancy and will be led to mommy blogs through this platform.
We will put our main original focus on building our community on Facebook first. Then, we will use Pinterest to drive users to our website through content marketing.
- Email. We will use this to build a closer and more personal conversational relationship with subscribers while providing relevant updates that happen on the website.
- SEO. After preliminary Google searches, we found that there is only one similarly titled name and believe it will be easy to use SEO at the beginning to rank our website higher.
- Organic. We will be heavily relying on word of mouth and chatter from fans of the website to promote our growth.
- Content marketing. We will be posting blog posts to complement our boutique, provide more information, and drive additional traffic from sources where pregnant mothers are already spending their time.
Target Messaging & Voice:
- Our tone of voice will air on the side of edginess.
- Brash honesty is important to our brand. While we want the brand to come across as honest, we do not want it to come across as harsh. It will be essential to strike a balance between the two to make users understand “we have your back” in all this.
- We will be focusing on providing a solution to the negative sides of pregnancy (giving things up) but NOT using negative connotation around the baby or giving birth.
- We will be inclusive and liberal. This includes acceptance of trans women and men who are pregnant.