---
type: project-doc
parent: "[[Tia]]"
status: verified
tags: [tia, positioning, marketing, strategy]
---
# 🎯 Tia — Positioning & Strategy
> **Verified** from the founder's homepage brief and brand copy.

## The core positioning
> **Tia is a digital heirloom — not a generic tracker.**

- **Emotional spine:** the lifelong **archive a child inherits**
- **Rational backbone:** **privacy as preservation** — *"we don't sell your data — we preserve it"*
- **Market wedge:** **India-native** — **IAP (Indian Academy of Pediatrics) vaccination schedule** + **Telegram alerts**
- **Lead with** the heirloom promise, **not** "track sleep"

## Taglines & hero copy (verbatim)
- "Your baby's story, **preserved for a lifetime**."
- "Tia is a **digital heirloom** — not just a tracker. Every feed, every first word, every vaccination, archived in one private place your child will one day look back on."
- Footer: "A digital heirloom for your baby. Every moment, preserved — privately."
- CTA: "Get started — it's free" · "Free during early access. No credit card."

## Values (the brand creed)
**Care · Patience · Trust · Privacy · Respect.** Privacy over profit; patience over speed; thoughtful design over endless notifications.

## Product principles (hard rules)
- **"Ask Tia" AI** = parenting *logistics* + **honest limits**. It **defers all symptom/medical questions to a pediatrician** — that restraint is a **trust feature**. Never implies diagnosis. No pricing/"free" label attached to AI.
- Say **"IAP schedule"**, never "WHO" (in marketing). *(Growth charts separately reference WHO standards.)* Never imply IAP endorses Tia.
- Homepage `/` always renders the static marketing story (the story/vision is part of the product).

## Marketing site structure (shipped)
Hero (heirloom promise) → The problem (the 3am reality) → What Tia does (feature cards w/ concrete examples) → Founder story → The heirloom vision → Privacy & trust → Honest early-access proof → Final CTA. Plus **/about** (the long-form "Letter", "Keepsake" design) and **/blog**.

## Design language — "Keepsake"
Warm cream paper (`#f7f1e6`), marigold accent (`#c98a2b`), dusty-rose emphasis (`#b8503e`); fonts **Newsreader** + **Fraunces**; favicon 🌸. Authorship withheld until the end of the letter — payoff is "— Yashika & Manohar" + the baby's portrait in the P.S.

## ✍️ Still open
- [ ] Primary persona beyond "Indian new parents"?
- [ ] Free → Pro conversion thesis (1 baby free; 2nd baby = Pro)
- [ ] Defensible moat vs Huckleberry/BabyTracker → [[Competitive Landscape]]

## Related
[[Tia]] · [[Tia - Origin Story]] · [[Tia - Brand & Copy]] · [[Vision]] · [[Competitive Landscape]]