Strengthening customer loyalty

: development of a value proposition for the FemTech startup glooma

Abstract

While men have been the center of medical development in recent decades, FemTechs are trying to raise the importance of women’s health (Jacobs & Evers, 2023). The portuguese FemTech startup glooma aims to introduce a comprehensive FemTech application, designed to assist in strengthening customer loyalty before the launch of their breast self-examination device. Thus, this dissertation intends to obtain a profound analysis on general pains and gains in women’s health, contributing to the development of a sophisticated value proposition for glooma’s mobile application. By means of mixed-method research, incorporating quantitative and qualitative techniques and utilizing secondary and primary data, seven segments were derived, valuable personas established, competitive analysis conducted, and a sophisticated value proposition for glooma designed. The research demonstrates great potential for glooma’s application, indicating that most women, irrespective their current life stage, exhibit a strong likelihood of usage. To encompass the research findings on customer jobs, pains, and gains, glooma must provide a customer-centric application, offering reliable medical advice, digital symptom management, emotional support, health tracking, exercises and nutritional plans, community support, and access to health consultants online. However, value proposition design is a never-ending process, indicating that loyalty increases when continuous analysis is conducted, and a product-market-fit ensured.

Date of Award	1 Jul 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)