44 lines
2.7 KiB
Markdown
44 lines
2.7 KiB
Markdown
---
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type: project-doc
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parent: "[[Tia]]"
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status: verified
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tags: [tia, positioning, marketing, strategy]
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---
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# 🎯 Tia — Positioning & Strategy
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> **Verified** from the founder's homepage brief and brand copy.
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## The core positioning
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> **Tia is a digital heirloom — not a generic tracker.**
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- **Emotional spine:** the lifelong **archive a child inherits**
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- **Rational backbone:** **privacy as preservation** — *"we don't sell your data — we preserve it"*
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- **Market wedge:** **India-native** — **IAP (Indian Academy of Pediatrics) vaccination schedule** + **Telegram alerts**
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- **Lead with** the heirloom promise, **not** "track sleep"
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## Taglines & hero copy (verbatim)
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- "Your baby's story, **preserved for a lifetime**."
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- "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."
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- Footer: "A digital heirloom for your baby. Every moment, preserved — privately."
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- CTA: "Get started — it's free" · "Free during early access. No credit card."
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## Values (the brand creed)
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**Care · Patience · Trust · Privacy · Respect.** Privacy over profit; patience over speed; thoughtful design over endless notifications.
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## Product principles (hard rules)
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- **"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.
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- Say **"IAP schedule"**, never "WHO" (in marketing). *(Growth charts separately reference WHO standards.)* Never imply IAP endorses Tia.
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- Homepage `/` always renders the static marketing story (the story/vision is part of the product).
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## Marketing site structure (shipped)
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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**.
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## Design language — "Keepsake"
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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.
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## ✍️ Still open
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- [ ] Primary persona beyond "Indian new parents"?
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- [ ] Free → Pro conversion thesis (1 baby free; 2nd baby = Pro)
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- [ ] Defensible moat vs Huckleberry/BabyTracker → [[Competitive Landscape]]
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## Related
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[[Tia]] · [[Tia - Origin Story]] · [[Tia - Brand & Copy]] · [[Vision]] · [[Competitive Landscape]]
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