Proov offers an FDA-cleared at-home fertility hormone tracking test via urine strips and a mobile app, designed by scientist Amy Beckley after personal fertility struggles. While effective in helping couples conceive, customer retention is a challenge, as users typically need the product for only two months. Suggested solutions include extending the care journey with partnerships for ongoing support in areas like perimenopause. Amy also faces difficulties with emotional boundaries as a founder, noting that her trusting nature can hinder business decisions.
"We make really effective products that help couples get pregnant. Sometimes we get them pregnant too fast, which is great for being a human and for helping people. But not so great for business."
"You need either a partner or something in there so we can actually take care of these problems you're identifying," he says, referencing the perimenopausal issues her customers face that may require ongoing support through supplements, therapeutics, or other interventions.
"Don't try to do a lot of partnerships. Focus on one to two that will have the most value for your business right now."
"When I was building the company, my friends would tell me, 'If this business fails, it's because you're too nice.' I tend to trust people. I genuinely want to help them, and I give people a lot of chances. That can be really detrimental to the business."
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