Market Opportunity
The total addressable market encompasses all high-risk pregnancies globally, narrowing down to our immediate launch target in Southern California. We are aiming to help expectant mothers who value clinical certainty at home.
$1.8B
TAM
Total Addressable Market (Global)
$165M
SAM
Serviceable Addressable Market (US)
$10.8M
SOM
Serviceable Obtainable Market (SoCal)
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These numbers are calculated using a bottom-up approach, assuming $150 average revenue per patient from one sale of our 90-pack of pads. There are 12 million annual live births in the developed world, and we are targeting the 1.1 million high-risk pregnancies in the United States annually. Our beachhead market is the 72 thousand annual high-risk pregnancies in Southern California.
Revenue Model
PROMPTly is highly scalable due to low-cost manufacturing utilizing standard hygiene product supply chains paired with high-value microfluidic integration.
- Manufacturing Cost: ~$0.15 per unit
- Target Retail Price:
- $35.99 per 21-pack (one-week supply)
- $149.99 per 90-pack (one-month supply)
- Healthy Margins: 91% gross margin at scale, allowing for significant reinvestment into R&D, clinical trials, and international expansion.
The Insurance Pitch
We are shifting the financial burden from a high-cost acute setting (the ER) to a low-cost preventative setting (the home).
- Cost of Inaction: >$1,800 for an unnecessary ER visit.
- Cost of Prevention: $149.99 for a PROMPTly Pack.
- The Result: Insurers save over $1,650 per avoided false alarm while preventing catastrophic preterm complications.
Go-To-Market Timeline
Phase 1: Direct-to-Consumer (DTC)
Initial launch via e-commerce targeting high-risk, anxious mothers. Generates early revenue to fund extensive multi-center clinical trials. Our OB/GYN partners recommend PROMPTly to their patients, earning a small commission and reducing their own clinical workload.
Phase 2: Clinical Trials & Conferences
With our revenue stream established, we begin multi-center prospective, paired-comparison clinical trials demonstrating non-inferiority against the AmniSure gold standard at a lower cost. This data, along with our historical sales data and voluntary registry, provides evidence to present at clinical conferences such as the American College of Obstetrics & Gynecology (ACOG), elevating our standing in the medical community and expanding our pool of physician partners.
Phase 3: Broad Insurance & International
Our clinical data grants us HCPCS diagnostic reimbursement codes to unlock national scale, followed by expansion into high-GNI international markets.
Competitor Analysis
PROMPTly establishes a new sub-category of passive diagnostic devices, outperforming current alternatives in both user experience and accessibility.
| Feature |
|
Speculum Exam |
|
|
|---|---|---|---|---|
| Accurate | ✔ | ✔ | ✔ | ✘ |
| At-Home Test | ✔ | ✘ | ✘ | ✔ |
| Non-Invasive | ✔ | ✘ | ✘ | ✔ |
| Affordable | ✔ | ✘ | ✘ | ✔ |
5-Year Financial Projections
Based on our direct-to-consumer launch in 2028, followed by national expansion.