“Mother’s House” marketing case

To create a full-fledged childhood for Ukrainian children and care for Ukrainian mothers, the company united the areas of children's goods, polyclinics and development centers. mamindom.ua

The business model involved "engaging" the mother during pregnancy and accompanying her until the child's school age, offering a full range of goods and services from shops, clinics and development centers as a single comprehensive product “TROUBLE”. However, in practice this idea did not work:

• The three areas never became a single ecosystem, but functioned as separate businesses with their own accounting systems.
• Target indicator LTV was not defined and was not tracked.
• Marketing objectives did not exist and the functionality of the marketing department was blurred - there was no clear understanding of its role and responsibilities.
• In essence, the business operated as a local retail outlet without a strategic approach.

The owner contacted me with the above issues in July 2021. It was conducted audit and developed set of measures to resolve the identified issues.

I worked with the company as a consultant from August to December 2021. U January 2022 temporarily headed marketing to accelerate the formation of the marketing department and launch the necessary reforms (planned for 6-8 months).

The start of the war significantly affected the implementation of plans, because 80% of business and turnover was concentrated in Kharkiv. However, after saving the company, it was decided to continue the reforms, which we did before April 2023. After that, I retired from operations, remaining a consultant.

✅ Transformation of the marketing department

• Implemented roles product managers, marketing managers, analysts.
• Developed regulations for interaction within the marketing department and with other divisions.

✅ Formation of the marketing team

• Selected, trained and coordinated team.

✅ Definition of marketing strategy

• Installed marketing goals, development strategy and category strategies with annual action plans and budgets.

✅ Product optimization

• Developed product matrices.
• Implemented design and communication standards.

✅ Consolidated analytics

• Implemented system tracking strategic goals, including LTV for all lines of business.
• Fixed marketing KPI tracking and campaign effectiveness.

✅ Lead generation system

• Mechanisms started lead collection and theirs lead to purchase.

✅ Individual work with the client

• Fixed personalized communication with client from pregnancy to school through:
  • Personal mom-managers
  • Automated email mailings

✅ Relaunching Instagram as the primary sales channel

• Instagram stopped being just a platform for communication and became effective sales channel.

Thanks to the implemented changes, it was possible to convert marketing from a support function to a strategic business development tool, which works to increase LTV and comprehensive customer engagement.