The current health data ecosystem is often scattered across multiple platforms, missing a comprehensive overview of the health insights. Macromo aims to give health data ownership back to the patients through a single stop. Through a deep tech app, the product provides personalized health insights from at-home tests, wearable data and medical history.

Context

A key aspect of Macromo's product growth strategy is to expand the diversity of data the app can process. Dietary supplements came as a strong option to cover due to its recurring usage among customers.

My Role

As the product manager, I undertook a journey steering the ideation and development of the new product line. The responsibilities additionally included operations and logistics for the roll-out across the EU.

Challenges

1. Push the supplement product line from ideation to a finished product in under three months

2. Close the deal with the logistics, fulfilment and supply partners and ensure roll-out to every country in the EU

3. Set up an automated order management system to reduce the required maintenance resources

Process

Defining our goal

Venturing into a new market required me to define the objectives and lay out a strategy for the introduction of a new product. One of the strengths of Macromo is the rapid deployment and subsequent refinements of its releases. Staying true to this startup approach, we've decided to start with a lightweight version of the product for quick market entry and iterate as soon as possible.

The main questions that drove our exploration of PMF:

1. Does the monetisation plan for supplements make sense to drive overall revenue?

2. Will this resonate with the market?

3. How can we as a startup compete in the competitive supplements environment?
   
   

New challenges

After identifying the opportunity, I paired with the medical team to understand the landscape of dietary supplements and identify the key values we could bring to our target group.

The research resulted in defining the main objectives of the product:

1. Ensure absolute transparency in product communication and composition
   - Due to the market being saturated with scams, customers are cautious about the communication of such products. The main pattern among trustworthy brands is absolute transparency.

2. Deliver the most convenient experience
   - Supplements are not an innovation, but bundling them with the app's functionality provides a substantial competitive edge.

The objectives enabled me to prepare the key requirements, allowing to move asynchronously and spreading the responsibilities across the team.

Macromo's commitment to radical honesty in health aims to target only product decisions underpinned by robust medical research. Adhering to this, the medical team prepared rigorous documentation for the supplements to keep the entire team updated about the findings. This documentation guided us through the product discovery phase. With the focus on quick release, we had a three-week window to push through the major decisions with all of the stakeholders on board.

One of the crucial tasks was to figure out the complete order management system for all physical products Macromo sells. I've reached out to multiple well-established retail businesses to better understand the best practices. What came out as the most viable solution was to go with Shopify B2B bundled with our custom database of test samples. This ecosystem, together with Klaviyo, enabled us to fully automate order management and tracking, to scale down the required maintenance costs.

Where it all comes together

The main objective we set ourselves was a quick market entry, with the eventual aim of providing a tailored supplement stack for each use case. As a result, we launched with an essential daily stack of nutrition. The vitamins, minerals, and pro & prebiotics contained in Macromo Essentials represent nutritions that are often insufficient even with a balanced diet and a healthy lifestyle.