NILY · 90-DAY GTM PLAN

Establishing Nily as India's trusted health baseline

A 90-day GTM plan built on a 4-stage framework — Focus, Proof, Acquisition, Retention — to cut through messaging clutter and drive predictable app growth.

Focus · Proof · Acquisition · Retention


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CORE VALUE PROPOSITION

From uncertainty to an understandable next steps

Nily replaces “something feels off” with “I understand my pattern and know my next step.”

Nily is your free, doctor-reviewed health baseline that helps piece your health-signal puzzle together, understand patterns and decide what to do next.

BRAND COMMUNICATION

Calm. Credible. Human.

Non-judgmental, useful, private by design, built for India.

Human problem

use reallife scenarios to highlight the problems women face.

Brand promise

Use clinical based research, Doctor lead information, Self assessment tools to make them understand about their health

Core value

Show Nilly understand patterns and then guides the next steps under Doctor's recommendation

Trust layer

Use these lines :

Clinically reviewed, private by design, built for India.

Core

Target

Audience

DIGITAL COMMUNCATION CHANNELS

High-intent search, credible creators, and community partnerships

Three acquisition channels built for trust and intent.

Channel

Trust signal

Execution

Search & SEO

High-intent symptom journeys

“why am I always tired?”, “PCOS fatigue”, “irregular cycle causes”

Authentic creators

Qualified doctors, nutritionists and real users

No synthetic or AI-generated doctors

Digital Communities

Free acess to talk & discuss

Clinics, labs, employers and women’s communities

CORE MARKETING STRATERGY

"Optimize for activated users, not just app installs"

For the first 90 days, if we see the following patterns- we can assume that we are in right track:

25–35% of Ad viewrs start self assessment

16% of women completes the assessment

12–14% of women who completed assement installs the app

3-7% of who installed the app by day-17 becomes a paid member

2–3% of paid members, by day-30 becomes a recuring customer

2% of recuring customer would give us atleast 1 reference.

90 days plan of action

Days 1–30

Foundation & positioning

Align web and app-store messaging, fix assessment UX, privacy-compliant analytics,

Days 31–60

Repeatable demand

Scale winning search journeys, creator and clinic pilots, build SEO clusters, launch CRM lifecycle flows. Emphasis on building relationships with viwers who engaged with us.

Days 61–90

Scale & expand

Expand proven media, test referrals, launch B2B/employer pilots, expand metabolic cohorts.

Test run the pre-launch activities with a budget of Rs.50k-75k on digital ad spend. Spend this right from 15 days before launching the product to first 1 month.

Spend 50k- 75k on digital ads. Spend 1 lac on Doctors engagements. spend this from 20th day of the App launch till 60th day.

Spend 1 lac on digital Ads.
1 Lac on Doctor engagements. 1 Lac on Influencers Start spending this from the 3rd month onwards.

A lean cross-functional growth team

The team behind execution.

Role

Execution ownership



Head of Marketing

Brand, growth strategy, partnerships and funnel economics



Growth Marketer

Paid channels, SEO, landing-page CRO and analytics



Content & Community Lead

Editorial calendar, creators and CRM journeys



Fractional Creative

Motion, video and graphic production



Clinical + Customer Caregivers

Review, onboarding and CRO improvements



Rs.4.5 lakh Monthly from 4th Month

Workstream

Monthly

33% paid media

Rs.1.50L

23% growth & content

Rs.1.05L

11% creators

Rs.50k

9% production

Rs.40k

15% SEO, tools & QR

Rs.65k

9% CRO & contingency

Rs.40k

EXPECTED 90-DAY OUTCOMES

Clarity, intelligence and a scalable engine

MARKET CLARITY

Nily is understood as a trusted health-baseline starting point for Indian women.

DATA INTELLIGENCE

Clear CAC → activation → D30 retention → paid-service conversion metrics.

ENGINE READY

A repeatable, compliant acquisition flywheel ready for capital scaling in Q2.

Focus the promise. Prove the journey. Scale what retains.

The UI Design Samples

The following UI Designs are ment just for getting an idea of web content structuring and how we can aline the marketing activities


  1. Product specific page -explaining the what is Nily and how it can help
  1. Working and Non-working women specific pages- explaining how Nily can help them
  1. A self-assessment test redirecting them to App installations ( The visitor attends the test and as an end card-they are advised to download the app)
  1. A pre-launch and post launch campaign specific landing pages adderssing the health issues of women. This page will be used for 2 months to attract more leads.
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Sample Product page UI.

Download to View



Page Addressing Working Women.

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Sample Page addressing Homemakers


Prelaunch Campaign landing page


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For Home Makers


For Working Women

Self Assessment Test Links


www.meta.ai

Is it really just work stress?

Long days affect sleep, energy, mood, and routines. But when several changes start happening together — waking tired, afternoon crashes, irregular meals, cycle shifts, feeling switched on all day — it's hard to tell what's a busy week and what deserves more attention. We built a 2–3 minute private check-in for working women in India. No health score. No diagnosis. Just the 2–3 strongest patterns in your answers, so you can track them instead of explaining them away. Take the check-in. See the pattern first. Link in bio. This assessment does not diagnose a medical or mental-health condition.

www.meta.ai

For the homemakers who remember everything for everyone

Nily Homemaker Self-Check is a Typeform-style flow: one question per page, Back/Next, with a calm banner of an Indian homemaker with bindi, mangalsutra and mogra gajra — because that’s who this is for. It doesn’t diagnose. It helps you bring together energy, sleep, mental load, body changes and cycle into one picture you can track and take to your clinician if you want. Private. Free. 2-3 minutes. What small signal has your body been giving you lately?


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