🎯 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

Tia · Tia - Origin Story · Tia - Brand & Copy · Vision · Competitive Landscape

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