Can Branding Change the Trajectory of Your Femtech Business?


Ari Krzyzek

Co-founder & Chief Creative Officer, Chykalophia

Kung Pik Liu

Founder, Design Angel

Guest Speaker

Danika Kelly

Co-founder & CEO, My Normative

Listen to the recording below.


Product: My Normative App

The world’s first health tracking app with a female-focused lens. 

It helps you track and understand how your hormones impact your activity levels, sleep quality, and more — beyond reproductive health. 


Founder Story

It all started with the “52 Project” — Danika and her co-founder, Renee, reviewed an app each week for 52 weeks.


They discovered that there was nothing for women and their unique needs.

Knowing that the impact of female physiology on health is largely ignored or dismissed, they developed My Normative.


Danika and Renee want to leverage this proprietary app and data to develop tools and algorithms to help health innovators incorporate women into clinical trials.

“Renee and I specialized in women’s health in grad school. We couldn’t find any data sets that actually measured female persons. 
It didn’t exist.

Fun Stats

  • My Normative App took 8 months to build

  • It was launched on March 8, 2021, National Women’s Day

  • Since launching, they have had 400+ users in 5 months-time


Branding Tips from Danika

  1. Find your why

  2. Stay true to your purpose

  3. Communicate it through concrete messaging

  4. Get user feedback and constantly improve the user experience

More Tips for Femtech Founders

  1. Be brave! Building a company is challenging; if you lack courage, find people who can help you to be your bravest

  2. Learn to prioritize

  3. Your product doesn’t have to be perfect; instead, get user feedback as early as possible


Next Step for Danika

My Normative App 2.0 will be launching on September 1, 2021


How Can We Help Her?

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