Lean Startup

Project
 Rithvik M
Rishitha Janga

Our Team Rishi Raju

Parthavi K
Sadhika Deva
Raunak Das
Saketh Boya
Sameer Ali
Sreeyansh
Soumith Goli
 Our Idea

Sanitary Napkins
 Despite advances in sanitary napkin technology, there remain

Problem significant challenges related to the accessibility, affordability,

and sustainability of menstrual hygiene products. Many women

Statement and girls in low-income and marginalized communities face

barriers in obtaining safe and affordable sanitary napkins,
leading to adverse health consequences and perpetuating
gender inequality. Additionally, the environmental impact of
disposable sanitary napkins poses a growing concern. This
problem statement seeks innovative solutions to address these
issues and ensure that all individuals have access to effective,
affordable, and environmentally responsible menstrual hygiene
products.
 Target Customers
The target customers for sanitary napkins typically include:
1. Women and Girls: Women and girls of menstruating age are the primary target customers
for sanitary napkins. This demographic group requires menstrual hygiene products to
manage their periods comfortably and hygienically.
2. Low-Income and Marginalized Communities: In particular, the target customers often
include individuals from low-income and marginalized communities who may face barriers
in accessing affordable and quality sanitary napkins. Ensuring affordability and
accessibility is crucial to reaching this segment of the population.
3. Schools and Educational Institutions: Schools and educational institutions may be target
customers, especially for initiatives focused on promoting menstrual hygiene among
students. Providing affordable and accessible sanitary napkins in schools can help keep
girls in school and reduce absenteeism.
4. Healthcare Facilities: Healthcare facilities, including hospitals and clinics, may be
customers for sanitary napkins used in postpartum care, after surgeries, or for managing
menstrual flow in patients.
5. Non-Governmental Organizations (NGOs) and Aid Agencies: NGOs and aid agencies
often purchase sanitary napkins for distribution in humanitarian and development programs,
especially in areas with limited access to menstrual hygiene products.
6. Retailers and Pharmacies: Sanitary napkins are commonly sold through retail stores,
supermarkets, and pharmacies. Manufacturers and brands target these businesses as
customers to distribute their products to a wider consumer base.
7. Government Initiatives: Government health and hygiene programs may purchase sanitary
napkins for distribution as part of public health initiatives aimed at improving menstrual
hygiene and women's health.
8. Women's Health Organizations: Organizations focused on women's health and
empowerment may be customers for sanitary napkins, particularly if they are involved in
awareness campaigns, educational programs, or advocacy efforts related to menstrual
hygiene.
INTERVIEWS
 Market research
The demand for sanitary pads have become so important in the market. The global Sanitary Pads or Sanitary
Napkin market size was valued at USD 23773.5 million in 2022 and is expected to expand at a CAGR of
5.61% during the forecast period, reaching USD 32978.44 million by 2028.
Some of Top Key Players in Sanitary Pads or Sanitary Napkin market are:
Johnson and Johnson Services, Inc
Drylock Technologies
Kimberly Clark Corporation
Hengan International Group Company Ltd
First Quality Enterprises, Inc
Napco Consumer Products Company Ltd
Millie and More Pty Ltd
Hygienika Dystrybucja S.A
Bodywise (UK) Ltd
Kao Corporation
Edgewell Personal Care Company
Corman S.p.A
Based on Product Types the Market is categorized into below types that held the largest Sanitary Pads or
Sanitary Napkin market share in 2023.
Menstrual Pad
Pantyliner

Countries like North America, South America, Europe, Middle east and Africa, etc...are the leading countries
in producing proper sanitary napkins.

Sanitary napkins in India

Over the past few years, the Government of India has started partnering with several private entities and
non-governmental organizations to take initiatives for popularizing the use of sanitary napkins, particularly
among the underprivileged and rural women. Some of these initiatives include the Reproductive and Child
Health Program, Eco Femme and My Pad. In addition to this, an expansion in the female workforce has led
to improved decision-making and purchasing power among women. Owing to this, manufacturers can directly
target the female audience and, in turn, influence their purchasing behavior. Technological advances, such as
superabsorbent fiber technology, have further enabled manufacturers to focus on introducing high absorption
capability in sanitary napkins. Other than this, they are also introducing organic and chemical-free variants,
which is having a positive impact on market growth.
 1.VALIDATION OF OUR IDEA: After interviewing the customers, we have come to
conclusion that sanitary napkins are very important for women.A lot of people are happy that
we are making it eco-friendly, affordable, and easily accessible in remote areas too. But the
women also wanted some changes in the product like making the sanitary pads and napkins
more skin friendly, eco-friendly and making it comfortable for women to use.

2.CUSTOMER VALUE PROPOSITION: Our product is afforadable and more than 50%
percent of Indian families are middle class families who are on a budget and we would like them
to help reduce their cost. It is easily accessible in remote areas where sanitary napkins are not
usually available. Our product is eco friendly too and for the future generations I’m sure women
will be shifting to our product.

3.MARKET SIZE: According to our calculations our market size would be 15% as we are
making it easily accessible and more affordable we are expecting more women to purchase our
product as most of the India families are on a budget. In the remote areas as far as I know
sanitary napkins are not available which makes it hard for the women to even move during the
cycles so we are hoping more women would consider our product.
 4)REVENUE STREAMS: Our
main income comes from villages
where we do our marketing by
hiring women to go from door to
door and give them commission. As
our product cost is low
5)HIGH LEVEL COSTS: Costs of
manufacturing, Advertising and
marketing costs and labour
6)Economic viability: Our profit margin initially was a
little less as we were trying to sell to women in rural
areas for less price but we did make good profits as the
production cost was low after our product was a
success and well known we started making different
kind of sanitary napkins which were a little costlier and
supplied in the local super market so now our profit
margin is pretty good
 Proposed solution
Cost-Effective: By pricing your product lower than competitors, you make it more attractive to cost-conscious consumers. This can help you
gain a competitive edge in the market.

Value for Money: Offering a supersaver pack with different sizes implies that customers can get more for their money. This not only
encourages larger purchases but also gives the perception of better value.

Variety: Providing different sizes within the pack caters to a wider range of customer needs. Some may prefer larger napkins for heavy flow
days, while others may prefer smaller ones for regular use.

Convenience: Supersaver packs reduce the frequency of purchases for customers, saving them time and effort. This convenience can build
customer loyalty.

Market Penetration: Lower pricing can help you penetrate the market more effectively, attracting budget-conscious consumers who might not
have considered your product otherwise.

Competitive Advantage: Your strategy can set you apart from competitors who may focus on premium pricing. This can be particularly
effective if your product quality is comparable to or even better than higher-priced options.

Brand Loyalty: Customers who appreciate the cost savings and convenience of your product may become loyal to your brand, leading to repeat
purchases.
 Products
Eco-friendly sanitary napkins from banana and
bamboo fibres:
 Lean Canvas
Customer segments:
Problem:
1) mostly women
1)Availability and Solution:Making Unfair advantage :
2) women living in the
cost of sanitary sanitary napkins more 1)Proper rural areas
available and less Value proposition: implementation
napkins 3) many social media
costly to We could hire 2) comfortable and
2)Availability of platforms to spread
women,especially in housewives and ask easy to use. awareness to people
eco-friendly sanitary rural areas and also
them to go to each 3) Easily available in 4) Schools, colleges and
napkins making it eco-friendly other educational
household and sell our the market
product for which institutes
Key metrics : they will get a
1) implementation of Early adopters:
Existing Alternatives: commission for each Channels: Campaigns,
eco-friendly sanitary 1) customers of age
sanitary napkins are product sold advertising through
napkins group above 14(
available in stores and flyers, social media,
2)customer( women) women mostly)
dispensers in a lot of feedback before the websites, etc....
2)women living in
institutions, offices, implementation of the
rural and urban areas
etc product
Revenue streams:
Cost structure:
1) no of sales of our eco-friendly sanitary napkins
1) Costs of marketing and advertising 2)maintaining partnership and collaboraing to develop more
2) cost of sanitary napkins sold eco-friendly sanitary napkins
3)marketing by hiring women to go to each house and give
them commission
 what is MVP?
A minimum viable product, or MVP, is a product with enough features to attract
early-adopter customers and validate a product idea early in the product development
cycle. In many industries, the MVP can help the product team receive user feedback as
quickly as possible to iterate and improve the product.
Because the agile methodology is built on validating and iterating products based on
user input, the MVP plays a central role in agile development.
 MVP
Problem Statement:
Women nowadays struggle to use sanitary napkins, especially women living in
rural areas. So, we can introduce eco-friendly and biodegradable sanitary
napkins. Women nowadays struggle to use sanitary napkins because of the
chemicals
in it. And all the studies conducted have found harmful chemicals in sanitary
pads. When it comes to the harmful effects of sanitary pads, that comes from
two elements - phthalates and volatile organic compounds (VOCs). Which also
leads to many health problems like cancers, etc....also making it uncomfortable
for women.
So making the sanitary napkins more eco-friendly would lead to less health
issues.
 Validation of MVP
Finding a few target customers(especially women from rural areas),
clients or investors
explaining the idea to them so that they could invest in it
Testing/ Evaluating the eco-friendly sanitary napkins
If the clients/investors are happy with the product, we could start
advertising and promoting the product
Making sure the product satisfies the target customers( women)
customer feedback is always crucial for MVP
Thank you