Fertitude MVP Launch

Context
Fertitude is a pre-seed healthtech startup providing 24/7 reproductive health support for women. At launch, we were starting from zero—no users, no brand awareness, just a product ready to meet a real need in the market. We needed to validate product-market fit quickly and build our initial user base.

My Role - Content & Product Marketer
I led the MVP launch strategy, taking the first version of the product to market. My goal was to to build adoption and acquire users. The focus was validation- getting real users in to test the product and provide feedback quickly.

Approach

• I built a soft launch strategy centered on community engagement across Facebook, Telegram, and WhatsApp communities.
• When this approach took off, we built a mini ad campaign to reach look-alike audiences and retarget drop-offs.

Read case study here

Results

• Acquired the first 1,000 users within one week of launch
• Achieved a 15% conversion rate to paid plans within one month of usage
• Validated product-market fit through launch initiatives and received useful customer feedback to shape v1 of product
• Set the foundation for Fertitude's organic growth engine (community-led events)

Key Takeaway
Early-stage launches aren't about perfection but momentum. Community-led acquisition combined with strategic paid efforts can validate your product faster than waiting for everything to be "just right."

Tools

• Meta Ads Manager - to run ads
• Systeme - to build funnel
• Mixpanel - to read analytics
• Customer(dot)io - to create workflows in-app
• Google Workspace - for project management
• Slack - for communication