The document describes an app called iMummy that is designed to provide support, advice, and reassurance to new parents. The app will offer 24/7 support through features like doctor's advice, tips from other parents, timetable and reminder tools, and a social page where parents can share stories. Research shows that new parents, especially younger ones, feel unsure about caring for a newborn and would find this type of app helpful. The app aims to help new parents overcome challenges by providing various types of parenting guidance and support through the app.

1. By
Melissa, Elena, Brooke and Jordyn

2. The concept of our app is for new parents, helping them
with guidance, support and reassurance within the comfort
of their own home. Our target audience is new parents
aged between 18 to 40
When ever our app user needs help, the app will respond,
offering 24 hour support.
This app has been produced because there is nothing like
this on the market and according to our survey feedback
we know that it will come in helpful.

3. Being a new parent can be tough, especially when you don’t
feel as though you know what you’re doing. Not knowing why
they’re crying , how much food and sleep they need, not
knowing whether they’re ill or not, and being unable to get
them to sleep can be scary for a first time parent.
Particularly when there is no-one you can ask for help. Babies
need a lot of attention and care, and rely on you to give it to
them, and being unsure on how to do this can be very
significant. It is mainly the younger couples who feel as though
they might need a little bit of a helping hand, and iMummy can
provide this.

4. Firstly, users can choose from a selection how options and choose
from a Varity of options these are, doctors advice, Skype and
music. All of our key features can really help broaden your
knowledge on how to take perfect care of you baby, and what to do
if you’re in doubt of anything.
From then you can receive reassurance, advice. Throughout the
imummy logo and fonts will be used. We will ensure that imummy
follows the rules of copyright, therefore uses know that their
personal information is safe.

5. [How can I check that my baby is okay?]
(How can I make sure that I am a reliable parent?)
(Is my baby healthy?)
(have you got all the information you need to ensure you know
everything there is to know about bringing up a new born child.)

6. The aim of iMummy is to help and support new parents
through the first months of taking care of a child. Parents,
especially those without experience, will face numerous
difficulties and challenges. iMummy is designed to help
overcome these problems with advice, tips and guidance.
The way we will offer this help is through doctor’s advice,
other parents top tips and dos and don’ts for first time
mums and dads. These will all be available on the app in a
variety of ways. For example we will have an ‘Experience’
page, where other parents can submit their own stories and
advice.

7. Our research and surveys have shown that our users wouldn’t mind
paying for our app, however we have decided to have in app
purchases instead. This is because it will appeal to a larger market
as the app will be free. Also, aster pitching our concept to a leading
app design in the industry we now know that our app logo could be
perfected such as the heart in the centre could be enlarged. Also,
we know now that our app will appeal to a lot of people as the use
of technology is so large within the UK today and new parents need
the support and reassurance as this early stage.

8. On the market there are a couple of different parenting apps,
however they do not have any of our exclusive features, which
makes ours really stand out. Yes, they include hints and tips, but for
majority, this is all the include. Whereas our app offers lots of
unique pages. These include…
•A social page to submit, share, and read stories about peoples own
experiences.
•Doctor’s advice, and what they would recommend for different
illnesses.
•A page where you can plan your own timetables to suit you and
your baby.
•An alerts page, where you are able to set yourself reminders
revolving your child.

9. Our app has more than one core feature. One of them is that we
use Skype, as a form of a baby monitor. So that the parent can see
and hear their baby when they’re in different rooms from one and
other. Also we have a social page, which none of our competitors
have included in their app. This is where the app user will be able to
share, submit, and read stories about personal experiences
involving being a new parent. Another core feature is that we
offer the opportunity to create and personalize your very own
timetables and alerts, this can be used for anything involving you
and your new born child. We feel as though these specific
features are incredibly unique, which will attract lot of people to
download and use our app.

10. Our app is exceptionally useful for those of us who don’t feel
entirely confident or sure with what they’re doing with their
baby. So iMummy is designed to give helpful hints and tips on
what to do if you’re in doubt of anything. We offer doctors
advice, which can be very useful if you’re unsure on whether
there is something bothering your child. We can help you
create timetables for your daily routines (eg when to feed,
when to put them to sleep, when is best to have a nap). We
have a social page were you can read about other parents
personal experiences and questions. You will also be given the
chance whether or not you’d like to submit an entry. But there
is an option to send it privately, so that just our team will be
ableto read your stories and questions.

11. This is our sitemap. It shows how the app will flow and how you can
get to different parts of the app. When we went to gather
feedback on our app we asked people from our target audience.
The overall response was mostly positive with one claiming it to be
‘very original and creative’, and another saying ‘it has all the
necessary ingredients needed for it to be a good app’

17. We have learnt that collecting data in vital when making a new
app because it allows you to ensure it is the best it can be and
beat out competitors. Our app relies heavily on data because it
must be able to remember and store information while using it
to help the user. The content of our app is important as this is
what users use when using the app. Imummy also relies on
technical feasibility to work. This is because the app uses
other existing pieces of technology in order for users to
connect to people all over the world via Facebook, twitter or
Instergram.

18. Our business model is to in release imummy in 2015 and in the
future expand the concept and advance the app. We will work hard
to improve and make sure that imummy is updated and fast for our
users. On our app we will intend to use advertisements as this is
impersonal and can be distracting. We carried out 20 survey on the
concept of imummy from the public. Our results showed that this
app idea is helpful, different and really useful when parents are at
this vulnerable time. Also, we know from our surveys that parents
would be willing to pay for the app but would like an overall price
rather than different prices along the way.

19. iMummy’s marketing strategies are targeted to be as effective and cheap as
possible. As we don’t want to spend too much money on advertisements.
Therefore we plan on putting posters up in shops that you are likely to find new
parents (eg. Mammas and papas). We will make these posters eye catching and
persuasive, and locate them where we know they will be seen. We also plan on
advertising online on social networking sites. We have a Facebook, and twitter
page, therefore we can tell all our friends and families to check it out, and also
share it so that there relatives and friends we be able to see it too. This way we
create a chain reaction with people viewing it, so that eventually iMummy will
become recognized and more and more people with have an idea about the
concept on iMummy and what we do. This will really help us advertise iMummy with
no cost at all. Finally, our last strategy for advertising is by promoting it ourselves.
By approaching people on the streets or even in baby shops who are either
expecting a child, or with their new born baby. We could give them a leaflet which
explains exactly what our app is and what we offer, and give them a little bit of an
insight of what they can expect from iMummy. This way we are advertising but
with no major cost.

20. App Design Mock-up
As a group we have all taken surveys with our families and friends
about the concept of iMummy, and what we intend to do. As well as
video chatting with experts in the app industry in both England and
America. Overall we have received nothing but positive feedback
about our app. They all love the ideas we have, and think it’s
amazingly creative and unique. Everybody has said that that think it
would be incredibly useful and helpful to those who might need a
helping hand. Those of the people we surveyed that had already had
children said that they would have definitely downloaded this app
when their child was born, as we offer so many valuable things.

21. This is our logo, its simple and effective. Representing the
colour for girls and boys!