PREGNANCY TRACKER - White Paper - BABYTOKEN.ORG - Blockchain-based healthcare, shopping and - Baby Token
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PREGNANCY TRACKER
Blockchain-based healthcare, shopping and
employment for expectant mothers and families
White Paper
BABYTOKEN.ORG
April 2020
Table of contents
Executive summary 3
Pregnancy Tracker overview 4
App’s functionality
User demographics
Business model
Market overview 7
Pregnancy care products
Birth-related products
Go-to-market strategies
Competitive analysis
Opportunities for Pregnancy Tracker 12
Online employment
Location-based gamification
Marketplace
Telemedicine
Parenting app
The need for blockchain technology 18
Payments
Community engagement
Financial services
Baby Token 21
Token’s utility function
Token economy
Token allocation
Token legal status
Token information 26
Business plan 26
Use of funds
Product roadmap
Risk factors
Project team 30
Contact information 33
Healthcare & finance for expectant mothers
1
Disclaimer
The information provided below is meant to describe the currently anticipated plans of Period Tracker &
Pregnancy and Baby Calendar Limited (“Pregnancy Tracker”) for developing a new blockchain ecosystem
around Pregnancy Tracker mobile app. Nothing in this document should be treated or read as a guarantee
or promise of how Pregnancy Tracker’s business, its mobile app or the tokens will develop.
The information provided below highlights some general details on Pregnancy Tracker’s current plans,
which could change at its discretion, and the success of which will depend on many factors outside
Pregnancy Tracker’s control, including market-based factors and factors within the data and cryptocurrency
industries, among others. Any statements about future events are based solely on Pregnancy Tracker’s
analysis, which may prove to be incorrect.
This document does not constitute an offer or sale of the tokens or any other mechanism for purchasing
the tokens (such as, without limitation, a fund holding the Tokens or a “simple agreement for future tokens”
related to the tokens). Any offer or sale of the tokens or any related instrument will occur only based on a
disclosure statement, risk factors and purchase agreement for the tokens or the applicable instrument.
Purchasing the tokens or any related instrument is subject to many potential risks. Some of these risks will
be described in the Risk factors section. These documents, along with additional information about
Pregnancy Tracker and its mobile application are available on website at https://babytoken.org/.
Purchasers of tokens and related instruments could lose all or some of the value of the funds used for their
purchases.
Healthcare & finance for expectant mothers
2
Executive summary
Pregnancy Tracker is a Hong Kong registered company that developed one of the most popular mobile
applications for tracking pregnancy - http://pregnancytracker.app. The app helps millions of expectant
mothers track their pregnancy week by week, providing important information about their body
development, healthy nutrition, and useful exercises. As of April 2020, the app has over 10 million
downloads around the world, over 160,000 positive reviews in AppStore and Google Play market1, and more
than 250,000 daily active users. The app is available in 6 languages: English, Chinese, Korean, Russian,
Spanish and Portuguese and has a truly global user base spread over 100 countries.
Pregnancy Tracker is a profitable business that generates most of its revenue from online advertising and
affiliate marketing. Since the establishment of the company in 2016 Pregnancy Tracker run successful
advertising campaigns for more than 50 international consumer brands, including P&G, Similac, Huggies,
Libero, Pigeon, Bayer, Johnson & Johnson, Pepsi, Medela and many others. Pregnancy Tracker is also an
established affiliate marketing partner of largest online stores such as AliExpress and Amazon.com.
Pregnancy Tracker plans to diversify and grow its business by providing online employment, marketplace,
telemedicine and financial services for expectant mothers. As millions of women have limited job
opportunities during pregnancy and look for flexible work conditions Pregnancy Tracker mobile app will
provide expectant mothers with a substantial daily income for writing product reviews, engaging social
media communities and watching mobile ads. Global brands will be able to reward users with major
cryptocurrencies for location-based actions, such as visiting offline stores and completing on-site surveys.
To process millions of small international payments everyday Pregnancy Tracker will use Baby Tokens – a
native app cryptocurrency, which will be used inside the app. Expectant mothers and young parents will
use Baby Tokens to earn daily income, pay for healthcare and telemedicine services, purchase products and
services on the marketplace, and get access to innovative financial services such as crypto savings accounts,
investment plans and blockchain-based insurance.
To power up its blockchain-based economy and provide tangible incentives for users to contribute to the
growth of its ecosystem, Pregnancy Tracker will provide a limited supply of 2,100,000,000 Baby Tokens that
will be distributed to users.
Pregnancy Tracker’s team consists of over 20 specialists spread across offices in Hong Kong, Seoul and
Moscow. The team’s track record includes the development of more than 50 various mobile apps currently
available in Google Play2 and Appstore, and successful operation of a Korean cryptocurrency exchange with
over 100,000 crypto wallets in line with South Korean government security guidelines.
1
https://play.google.com/store/apps/details?id=ru.mobiledimension.kbr
2
https://play.google.com/store/apps/developer?id=Mobile+Dimension+LLC
Healthcare & finance for expectant mothers
3
Pregnancy Tracker overview
Having a baby is a wonderful and joyous experience. However, the period of pregnancy can be chaotic and
even stressful for most women due to significant changes in their bodies, diets, and lifestyles. As every stage
of pregnancy brings different issues and concerns, pregnancy tracking mobile apps that provide expectant
mothers with a sense of control and organization, started becoming extremely popular.
While pregnancy tracking apps are certainly no substitute for professional medical advice, they can be super
helpful, especially for first-time mothers, offering additional reassurance during pregnancy. Apps can
empower expectant mothers to take charge of their own health, provide them with necessary education,
connect them with other moms-to-be and make them feel more connected to the baby.
Pregnancy Tracker mobile app (http://pregnancytracker.app) is one of the World’s most popular apps in
this category. The app allows expectant women to track pregnancy week-by-week receiving important
information and useful tips in an accurate and timely manner.
App’s functionality
Figure 1. Pregnancy Tracker’s functionality.
Relevant Information Countdo Weight gain Track weight
Updates, about baby’s wn to chart gain, belly
Articles, development Due Date measurements
Videos and mother’s
Measurements
body
Week by reminder Contraction
week Timer
Food, baby’s
Nutrition, images
Kick Counter
Exercise
Baby Names
Healthcare & finance for expectant mothers
4
Despite there are many other pregnancy apps, expectant mothers chose Pregnancy Tracker for the
following reasons: reliable content, simple design and rich functionality. All pregnancy related information
was vetted by certified medical professionals according to recommendations of the World Health
Organization and the American Association of Obstetricians and Gynecologists.
Figure 2. Pregnancy Tracker vs. competitors.
User demographics
At the time of publication of this White Paper (June 2019) Pregnancy Tracker app has over 10 million
downloads from more than 100 countries, 1 500 000 monthly active users, and over 250,000 daily active
users. Currently, the app is available in 5 languages: English, Chinese, Russian, Spanish, and Portuguese.
90% of all users are millennial females (under 35 years old).
Figure 3. Pregnancy Tracker’s user demographics.
Healthcare & finance for expectant mothers
5
Pregnancy Tracker mobile app has a high ranking both in AppStore (4.6*) and Google Play (4.7*) and has
more than 160,000 positive user reviews. Overall, in most countries, the app has top positions among other
apps within the Medicine Category.
Figure 4. Pregnancy Tracker’s App Stores Ratings.
Business model
Pregnancy Tracker app is free for users to download and use. However, the app is successfully monetized
via online advertising and affiliate marketing programs, displaying more than 50 million banner ads per
month. Famous brands come to Pregnancy Tracker for insights into what expectant women think, how they
feel, what products they buy, and when. Since the app launch in 2016 Pregnancy Tracker successfully
completed large advertising campaigns for more than 50 international consumer brands, including Similac,
Huggies, Libero, Pigeon, Bayer, Johnson & Johnson, Pepsi, Medela and many others. Pregnancy Tracker app
supports all major advertising formats, including videos, banners and native ads, and affiliate marketing
programs of AliExpress and Amazon.com.
Figure 5. Advertising clients and affiliate marketing partners.
Healthcare & finance for expectant mothers
6
Market overview
Market trends for pregnancy care products
Pregnant and nursing mothers present a lucrative segment for any company: women often make major
changes to their lifestyle and shopping habits at this stage in their lives, and are willing to spend what it
takes to ensure their own comfort and wellbeing, and the health of their baby during pregnancy and
beyond. Furthermore, gaining their loyalty early on could create a bond with a brand that they remember
next time around.
The global pregnancy care products market size is expected to reach
USD 33,220 million by 2025 at a 5.1% CAGR3, according to a new report
by Grand View Research. Increasing awareness regarding use of
$33B
personal care products during pregnancy and high adoption of organic
products are driving the market.
Expectant mothers are estimated to be on average 2% of the general
Global pregnancy care
population at any point in time4. It implies that annually there are about
products market
150 million pregnant women. Given the global mobile device
by 2025
penetration is 67% of the population5, the potential number of users for
Pregnancy Tracker can be estimated at 100million people annually.
Asia Pacific dominated the market in 2018. Higher number of births and
rising awareness among expecting mothers have facilitated the dominance
of this region. Other factors such as technological advancements in
pregnancy care products, well-developed distribution channels, and rise in
disposable income are expected to propel the global pregnancy care 100m
products market. Pregnancy Tracker
customers annually
At the same time, parents-to-be and new parents are often price-sensitive
and time-starved. While they want only the best for their offspring, they also
seek products that offer them both convenience and value.
Parents-to-be are hungry for information, and an increasing array of
mobile phone apps help expectant parents stay organized and informed.
These range from apps designed to help people conceive to those giving
Pregnancy related
feedback on pregnancy symptoms, helping women stay fit during
information, social
pregnancy and creating a shopping list of must-have baby items.
networking and
shopping move to Once the baby has arrived, parents can move on to a whole new category
mobile apps of mobile apps, including those that track when baby last needed a nappy
change to apps that help organize breast and bottle feeding.
3
https://finance.yahoo.com/news/pregnancy-care-products-market-size-110500867.html
4
https://www.cdc.gov/reproductivehealth/emergency/pdfs/PregnacyEstimatoBrochure508.pdf
5
https://wearesocial.com/blog/2019/01/digital-2019-global-internet-use-accelerates
Healthcare & finance for expectant mothers
7
Pregnancy is an ideal time for brands to influence buying behavior and encourage
long-term changes. This is a time in a couple’s life when normal routines and
Brands love shopping habits change significantly, thus giving marketers an opportunity to sell
pregnant them an array of new products and services, from prenatal health and personal care
women to maternity and baby wear, nursery equipment and baby consumables.
Some marketers hope to make pregnant customers into lifelong customers.
Marketers have a relatively short space of time in which to reach these new consumers – less than nine
months from the moment parents find out they are expecting to the moment the mother gives birth.
Companies need to be as effective as possible in identifying and reaching consumers from the outset.
Hooking parents-to-be enables companies to create loyal customers who will graduate to their other
products or use the same brands for subsequent births.
Studies6 have found that expectant and new mothers are more likely
than almost any other consumer group to consult the internet regularly
and pass on information to their peers. Therefore, websites and apps
Expectant mothers
have become the most effective way to reach this target. Expectant
are 3 times more
women have also been found to be among the most likely to give their
receptive to direct
email address in return for money off vouchers or freebies.
target marketing
than other women.
Data mining and consumer profiling are become more common,
allowing marketers to monitor the habits of parents-to-be and respond
to their every need. Mobile location services, which use the tracking
capabilities of smartphones to target customers based on where they are and what decision they are
making, are becoming more precise, as GPS technologies become more advanced. Marketers can now not
only identify which town a user is in, but which restaurant or shop.
US retailer Target Corp made headlines in 2012 when it reportedly
discovered a man’s daughter was pregnant before he did and began
sending her targeted mail in the post. The company achieved this by
Large retailers studying consumers’ spending habits.
and Facebook try
to spot pregnant However, the company soon realized that customers were not
customers and comfortable with being targeted specifically with pregnancy items
target them softly without having signed up for this type of offer. It therefore began to take
a more subtle approach, creating personalized booklets containing
coupons for random items interspersed with pregnancy- and baby-
related items.
With consumers increasingly broadcasting life events on social media, this is also creating golden
advertising opportunities for marketers of pregnancy and baby-related products. In 2012, Facebook began
to encourage expectant parents to introducing a new life event for Timeline called “Expecting a baby”. With
the “expecting a baby” life event, users can enter the gender, due date and location of the baby along with
6
Parents-in-waiting: global Perinatal market trends, Euromonitor International, December 2013
Healthcare & finance for expectant mothers
8
the other parent if desired. While Facebook announced that it was not using the status for advertising
purposes, it did not rule out using it in the future.
Market trends for birth-related products
Despite slowing down birth rates, all categories of birth-related products demonstrate a significant growth
at a global level, driven largely by a rise in demand from emerging markets.
Figure 5. Forecast Global Sales of Birth-related Products 2017/2022.
US$ million at current prices
$120B
Global market for
birth-related products
by 2022
Source: Euromonitor international
Baby and toddler wear will remain the largest category, with sales predicted to reach US$52 billion by 2022.
Baby clothing is widely purchased as gifts by family and friends. The forecast period is likely to see the
growth of hypo allergenic and organic cotton and materials, as parents become increasingly worried about
the harmful effects of chemicals in baby clothing.
Among consumables, the strongest growth is predicted for infant milk formula, where sales are forecast to
rise by 27% in value terms, to US$26 billion. This growth will be fueled by soaring demand in the Chinese
market, where parents are flocking to buy “safe” milk for their newborns from international brands.
However, elsewhere, the category will continue to be affected by a movement towards breastfeeding,
which is promoted by most governments as being best for the baby in the early months.
The market for new-born nappies will benefit from the switch to disposable products in emerging markets
as incomes rise. In more mature markets, the future is likely to see the development and more widespread
adoption of hybrid nappies, which combine the benefits of disposable products and re-usable nappies.
There is strong growth potential for vitamins and dietary supplements targeting pregnant and nursing
mothers, and it is likely that advances will continue to be made in this area.
Healthcare & finance for expectant mothers
9Go-to-market strategies
Global manufacturers and retailers are constantly looking for new and efficient ways of communicating and
engaging with expectant mothers.
Pregnancy tracking apps and parenting websites, such as Pregnancy Tracker, Pregnancy+, BabyCenter,
Babytree (China) and others are key platforms for reaching expectant women. For example, in Russia
Pregnancy Tracker works closely with Bayer to promote its multivitamin complex Elevit, specifically
designed for expectant mothers.
Some companies operate their own pregnancy and parenting websites in order subtly
to promote their products while offering help and advice to parents-to-be. For
Pregnancy example, BabyCenter is owned by Johnson & Johnson, though the company does not
Tracking overtly market its own products on the site. Another multinational company Phillips
apps acquired popular app Pregnancy+ back in 2017 to get access to its multimillion user
base.
Other companies run campaigns for expectant women or new mothers from their own
websites or through the pages of social networking websites. For example, in the US,
organic skin care products company Avishi Organics, which specializes in all-natural,
Social
therapeutic skin care treatments for mothers and babies during the pre- and post-
networks
natal periods, launched a “Beautiful Bellies Photo Contest” inviting contestants to
submit photos of their baby bumps that capture love, happiness and everything
amazing about pregnancy and motherhood, for a chance to win a US$400 Amazon gift
card.
Large pharmaceutical companies and retailers also run their own mom and baby clubs.
For example, in 2018 in Hong Kong Bayer launched Elevit mom club, that organizes
Mom and regular meetings for expectant mothers. In the UK, Boots, Pampers, Aptimel, Cow &
Baby clubs Gate, Sainsbury’s and Tesco all have baby clubs which offer a variety of discounts and
free samples. Companies can track the different stages of a consumer’s pregnancy in
order to target them with relevant products and services.
As parents-to-be and new parents are particularly receptive to free samples, retailers
and manufacturers start bombarding them with bounty packs from the moment they
become pregnant. For example, in the UK this practice started in 1959, when
expectant mothers could get a total of five goody bags during the pre- and post-natal Bounty
period, the first of which was distributed by midwives on confirmation of pregnancy. packs
Each pack was tailored to a different stage of pregnancy and birth and contains
literature, coupons, free samples and advertising leaflets. In France, too, the practice
of distributing baby gift boxes containing samples of maternity products dates back
to the 19537. Family Service has developed three types of box for the different stages
of perinatal care: a prenatal program, birth program and postnatal program.
7
Parents-in-waiting: global Perinatal market trends, Euromonitor International, December 2013
Healthcare & finance for expectant mothers
10Competitive Analysis
Pregnancy Tracker has many competitors that largely fall in the following 3 categories: period (fertility,
ovulation) trackers, pregnancy trackers and parenting apps. Some apps combine those functionalities, while
other companies have separate apps for each purpose.
Figure 6. Description of competitor apps.
All apps have very similar content and
Germany-based Clue app tracks menstruation
features such as a due date calculator, a kick and ovulation cycles. Users can log their
counter, a contraction timer, pregnancy symptoms and other medical information.
tracking by week, pregnancy weight gain
calculator, belly measurement tracker, Glow develops 4 mobile apps that track fertility,
sleep tracker, exercise tips, food and period, pregnancy, and infant health.
nutrition advice, symptoms tracking,
China-based Meet You develops a period &
doctor’s appointments, hospital bag pregnancy tracker app with a social networking
checklists, baby name finder, etc. platform to complement it.
Flo Health develops an AI-powered fertility
Some apps differentiate themselves by
tracker with personalized daily content of reports
providing a 3D model of a baby, audio and recommendations.
records (including heartbeat SFX), fetal
US-based BabyCenter's editorial team creates
ultrasound images, unique animations award-winning content with input from an
triggered by touch, educational content, advisory board of doctors and other health
forums and chats for expectant mothers, professionals.
Babytree.com is the largest parenting website in
and synchronization with various variable
China. The company has apps for tracking
devices. pregnancy and parents, a community platform
and an online marketplace.
Ovia Health has 3 apps: an ovulation tracker, a
pregnancy app and a parenting app.
However, none of the Pregnancy Tracker’s competitors use blockchain technology, offers cryptocurrencies
for the unborn babies, saving accounts for parents, online employment for expecting mothers, location-
based services and rewards, and telemedicine services. Implementation of those services will clearly set
Pregnancy Tracker apart from the competition (see Figure 2).
Healthcare & finance for expectant mothers
11Opportunities for Pregnancy Tracker
Pregnancy Tracker mobile app became extremely popular among expectant mothers due to constant
innovation and developments of its functionality that addresses most important needs, concerns and issues
of mothers-to-be. To stay ahead of the competition and understand key behavioral and consumption
trends, Pregnancy Tracker’s research team regularly conducts online surveys, brings together focus groups
and organizes 1-to-1 in-depth interviews with users. Key findings from those studies laid the foundation of
the Pregnancy Tracker’s strategy and the product development roadmap for the next 3 years.
Trend #1 – Online employment
A recent survey carried out by employment law specialists Slater&
Gordon in London8, UK, found that 28% of mothers who have returned
During and after to work claim they have been discriminated against either before or
pregnancy women after the birth of their child. Two thirds of mothers would advise female
often face colleagues to refrain from telling their bosses they are pregnant until
discrimination at work the last minute. The survey also revealed that for more than half of
and need additional respondents, attitudes of colleagues and bosses towards them changed
income to cover after they became pregnant. More than half said they were overlooked
escalating costs for promotion, while over 30% had seen more junior employees
progress faster at work.
Also, considering the fact that during pregnancy and after childbirth women significantly increase their
spending on pregnancy care goods, baby wear and healthcare services,
additional sources of income, especially, from flexible, part-time, and online
Expectant
jobs will be very welcomed by many mothers-to-be.
mothers want
According to many employment websites9, writing, blogging, and online flexible online
customer service & community management are most popular jobs among jobs
expectant mothers.
As moms are very active online content creators, communicators and shoppers, Pregnancy Tracker can
capitalize on this opportunity by rewarding its users financially for engaging with companies and popular
brands via popular social media and its mobile platform. As Figure 6 shows, mothers-to-be can receive daily
income for writing product reviews, completing online surveys, engaging social media communities and
even watching relevant mobile ads.
8
https://www.slatergordon.co.uk/media-centre/press-releases/2018/07/bosses-are-not-hiring-women-because-
they-might-start-a-family-soon/
9
https://theworkathomewife.com/jobs-pregnant-women/
Healthcare & finance for expectant mothers
12Figure 8. Online employment for expectant and nursing mothers.
Pregnancy Tracker’s study confirms that financial stability is one of the
main factors in a couple’s decision to have a baby, especially in times of
By providing high unemployment.
flexible jobs for moms
Pregnancy Tracker will Moreover, in financially fortunate families, mothers can take longer
increase children’s life maternity leave, which has a strong impact on a child’s life. According to a
expectancy report by the NGO Save The Children10, longer parental leave results in
longer period of breastfeeding and higher life expectancy of children.
Trend #2 – Location-based gamification
Location-based targeting improves response rates by up to 5x. According
to Good Push Index report, messages sent in highly targeted location- Location-based
aware campaigns are opened 293% more often vs. broadcast messages. marketing is very
On average 62% of users allow trustworthy apps to use location data and efficient and offers
51% of users don’t disable push notifications, which means that most apps brands totally new
can reach more than half of their users with location and proximity- ways of engaging
triggered push messages. Location-based advertising is a way to bridge with customers
the gap between online and physical customer experiences11.
The location-based advertising is expanding rapidly. According to research firm BIA/Kelsey, local advertising
on mobile devices sold by pure-play mobile providers will rise this year to $19 billion12. With Pregnancy
Tracker, consumer brands, retailers and shop owners can motivate expectant mothers and parents to move
to virtual locations in the network and intelligently engage with them using various gamification techniques.
10
https://resourcecentre.savethechildren.net/node/7151/pdf/7151.pdf
11
https://www.urbanairship.com/location-based-marketing-explained
12
http://www.biakelsey.com/biakelsey-sees-significant-growth-local-mobile-ad-spending-2018-beyond-advertisers-
embrace-lo-cation-targeted-social-web-platforms/
Healthcare & finance for expectant mothers
13Pregnancy Tracker will add an Augmented Reality gamification feature. Within a specific range around
certain locations or in whole cities expectant mothers will be able to receive rewards and paid tasks from
brands and companies that are targeting this extremely powerful social demographics. Users will see the
visual representation of their rewards and bonuses within the context of its surroundings. Custom imagery
(still or moving) will be superimposed on the user’s view of the real world at locations, specified by the
advertisers. To collect their virtual assets users might need to make some simple operations such as visiting
the store, complete the survey, watch an ad, write a product review, make a purchase or get a free sample.
This feature will be useful for branding or promotional campaigns (see Figure 7).
Figure 9. Advertisers will be able to reward users for location-based actions.
Consumer and pharmaceutical companies will use Pregnancy Tracker app to target clients and do market
research in specific locations, check attendance, measure success, build loyalty and gamify consumer
experiences on sites. Retailers and shop owners will be able to use the platform as their primary location-
marketing tool. This includes shopping locations, pharmacies, clinics, prenatal care centers, baby clubs, etc.
Location-based rewards are also suitable for events, expos and fairs.
Trend #3 – Marketplace
As it was shown in the market overview section, the global market for Global sales
pregnancy care and baby products is vast and is growing steadily, despite of pregnancy and
stagnant birth rates. Fewer babies mean parents and relatives are able to birth-related
spend more per pregnancy and child than ever before. Parents are willing to products are
growing fast
spend more on their newborns than on themselves or older children to
ensure their safety and wellbeing.
At the same time, the search for prenatal and postnatal goods (e.g. apparel, medicines, and prenatal care
products) often challenges pregnant women, especially, during online shopping.
Healthcare & finance for expectant mothers
14Without any way to confirm the authenticity of reviews and comments
regarding a particular product, customers are unable to form a true-to-life
impression about the quality. The fastest and cheapest way for a brand to
Unreliable
promote its products on social media is by posting fake reviews and buying fake
product reviews
slow down online comments, both of which are quite common in Asia markets. This is the reason
sales why many potential customers refuse to purchase on the web. Overall, the lack
of access to reliable product reviews results in time-wasting online searches and
fewer sales.
Finally, as discussed before, large retailers and manufactures often lack information about potential
customers’ gestation status and use expensive data mining and profiling techniques for better
segmentation of their clients.
Some parenting websites successfully operate their own marketplaces. For
example, the largest Chinese parenting portal Babytree.com launched the Marketplace
for parents is
marketplace in 2014. As of June 2018, there were over 2,000 3rd party vendors. In
a proven idea
2018 Babytree’s marketplace generated $9.5 million dollars in sales commissions13.
Figure 10. In-app marketplace.
All these factors create a perfect business
opportunity for Pregnancy Tracker to launch
its own in-app marketplace for parents-in-
waiting and nursing mothers.
Under the marketplace model, third-party
vendors offer merchandise to customers on
the e-commerce platform inside the app, and
Pregnancy Tracker as the owner and operator
of the platform will charge commissions on
sales.
Vendors will be able to showcase their
inventory, promote their goods and services
and use Pregnancy Tracker’s secure payment
infrastructure.
It is also anticipated, that Pregnancy Tracker’s
partners will be able to offer substantial
discounts for their services and merchandise
to attract more users and earn their loyalty.
13
http://iis.aastocks.com/20190327/003439460-0.PDF
Healthcare & finance for expectant mothers
15Trend #4 – Telemedicine
Telemedicine is the use of telecommunication and information technology to provide clinical healthcare
from a distance. It has been used to overcome distance barriers and to improve access to medical services
not consistently available in distant rural communities. It is also used to save lives in critical care and
emergency situations.
Telemedicine services are growing at an unprecedented rate and the implementation process can seem
overwhelming. According to Foley’s research14, 87% of clinics and doctors, participated in the survey in
2014, did not expect their patients using telemedicine. While in 2017 76% of respondents offer or plan to
offer telemedicine. There are many aspects and requirements to consider when developing a sustainable
and effective telemedicine program. These requirements must be met in order to effectively and legally
manage, protect, use, transmit and store telemedicine information and to successfully run a telemedicine
program.
During pregnancy and in preparation for motherhood, many women seek information and try to adopt a
healthy lifestyle. Pregnant women are increasingly using mobile apps to access information, monitor fetal
development, track individual health indicators, and provide reassurance. In Canada, for example, over
300,000 women are pregnant annually, with approximately 60% exceeding evidence-based weight gain
recommendations. Pregnancy Tracker app has the potential to reduce excessive gestational weight gain,
offering pregnant women trustworthy guidance, ultimately improving the health outcomes of mothers and
infants.
Generally, telemedicine in Pregnancy Tracker can be broken into four main categories: store-and-forward,
remote patient monitoring, (real-time) interactive services, and electronic patient registration.
iable
reviews 1. Store-and-forward telemedicine involves acquiring medical data (like
wn online medical images, bio signals, etc.) and then transmitting this data to a
es doctor or health provider remotely for assessment offline. It does not
require the presence of both parties at the same time. For example,
Pregnancy Tracker
the next release of the Pregnancy Tracker app will connect with
is implementing
wearable baby monitors, collect the data, and analyze it with the help
telemedicine tools
of AI to detect fetal abnormalities. If a maternal abnormality is found,
the system should notify the responsible doctor who would transfer
the pregnant woman to the maternity hospital in time to ensure the
safety of the pregnant woman.
2. Remote monitoring of patients outside of conventional clinical settings (for example, at home). It is
also sometimes known as self-monitoring. Remote monitoring enables healthcare professionals to
monitor a patient remotely using various technological devices. Pregnancy Tracker will be able to
monitors weight, belly measurements, blood pressure, daily exercise regimes, and medications,
sending notifications and reminders to mothers or transmitting encrypted data to doctors. Currently,
Pregnancy Tracker team works closely with Sechenov’s First Medical University in Russia to implement
14
https://www.nrtrc.org/content/presentation-files/Direct-to-Patient-Telemedicine-Legal-and-Regulatory-
Considerations.pdf
Healthcare & finance for expectant mothers
16an early detection test for preeclampsia – a dangerous high blood pressure
Pregnancy disorder, which affects over 10 million women each year, and accounts for
Tracker’s the second largest numbers of death among expectant mothers. High-risk
telemedicine can pregnant women will be timely assessed and given health education or
provide medical guidance, which may be one of the reasons for the reduction in
reassurance and maternal mortality.
save lives
3. Electronic patient registration is an effective way to keep track of the patients in the healthcare facility:
patients with reserved appointments can be checked in to know they have arrived, and patient
information can be directly sent to the practitioner. This system has been already implemented in
Pregnancy Tracker mobile app in Russia in 2018.
4. Real-time interactive telemedicine is Figure 11. Interactive telemedicine in Pregnancy
where healthcare providers are Tracker app
enabled to provide care,
assessments, treatment and
consultations electronically through
telemedicine services. With respect
to local laws, in 2020 Pregnancy
Tracker plans to implement real-time
telemedicine services in the countries
where telemedicine is legal and
regulated.
Security is a primary starting point when
implementing telemedicine technologies.
Pregnancy Tracker’s platform has a strong
security foundation which guarantees the
confidentiality between doctors and
expectant mothers.
In conclusion, maternal health is an important part of Pregnancy Tracker’s philosophy. The company has
long recognized the importance of maternal and child healthcare and will make necessary efforts to
improve the quality of such care. Starting from 2020 Pregnancy Tracker’s users will have fully and freely
enjoyed telemedicine combined with usual healthcare services.
Healthcare & finance for expectant mothers
17The need for blockchain technology
Payments
Currently, more than 250,000 expectant mothers use Pregnancy
Tracker mobile app every day. In 2019 Pregnancy Tracker opened
over 200,000 cryptocurrency wallets for users that have confirmed
their credentials. Currently, Pregnancy Tracker’s platform processes Blockchain benefits for
thousands of small international payments every day. international payments:
Most banks typically charge from $30 to $50 minimum commissions Minimal fees
for international transfers. On top of that many banks charge their Instant transfers
customers between $15 and $30 to receive international transfers. No intermediaries
Finally, in addition to international transfer fees, a margin on the Easy to dispute
daily exchange rate is also tacked on to most foreign transfers. This
rate is typically around 5% at most major banks15.
In this case cryptocurrencies and the blockchain technology become an indispensable tool because it is not
economically viable to make small cross-border payments using fiat currencies. Pregnancy Tracker plans to
support international payments in several major cryptocurrencies, including stable coins.
Figure 12. Blockchain is ideal technology for international payments
In addition to cost savings, blockchain technology brings three more significant benefits for international
payments: real-time transfer of funds, guaranteed delivery without the need for correspondent banks, and
the transparent and tamper-proof transaction history available for regulators and transaction
counterparties to easily settle issues with payments if they arise.
15
https://www.ofx.com/en-au/faqs/how-much-does-it-cost-to-send-money-internationally/
Healthcare & finance for expectant mothers
18Community engagement
Another important use-case of the application of blockchain technology in Pregnancy Tracker mobile app
is the development of Pregnancy Tracker’ own cryptographic token – Baby Token, that is used for rewarding
users for their activity and actions that directly contribute to the growth of Pregnancy Tracker’s internal
economy and the ecosystem.
Recently, Pregnancy Tracker introduced content creation functionality inside the app so that users can
make comments, ask questions, and get answers from other moms and parents. The users who provide
most useful answers are rewarded with Baby Tokens.
Before emergence of the blockchain technology Figure 13. Rewarding users for contributing
many websites, mobile apps and loyalty programs to the platform’s growth and development
were using reward points to stimulate certain user
behavior. However, reward points have two major
shortcomings compare to cryptographic tokens.
First, as a rule, reward points have very limited
liquidity, which means they have no practical use
outside of the reward system or even a single
platform. Second, a platform owner can issue as
many new points as he or she wants at any point
of time, so that no users would even know about
it, which means that the value of points in
circulation can be easily diluted at any time.
Cryptographic tokens, on the contrary, are issued
in a transparent way and in limited quantity, which
gives assurance to the users that their value can
be protected from dilution. Also, cryptographic
tokens can be easily transferred outside the
primary system, exchanged for other digital assets
or sold for cash on various cryptocurrency
exchanges.
These features of cryptographic tokens create
much stronger incentives for users to participate in activities that offer rewards.
Overall, with the help of blockchain technology Pregnancy Tracker can issue a limited quantity of its digital
currency to power up social and commercial interactions of expectant mothers and align their interests
with the platform’s development and growth goals.
Healthcare & finance for expectant mothers
19Financial services
Around 70 percent of Pregnancy Tracker users are millennials (born between 1981 and 1996). A recent
study16 from Sustany Capital found that millennials have an “overwhelming” level of confidence in the
future of cryptocurrency.
Figure 14. Millennials are confident in crypto
After surveying 1,000 adults in the
United States, 88 percent of millennials
felt that crypto is a good investment
and wanted to purchase it for that
reason. 42 percent indicated wanting
to use crypto for savings. When asked
about the applications of blockchain
technology that are most relevant, 75
percent of millennials selected banking
and finance.
Pregnancy Tracker plans to implement the following financial services for expectant mothers and young
parents: weekly savings plans, BabyDream investment accounts, and loans backed by digital assets.
Weekly savings plans will allow Figure 15. Potential volume of savings
Pregnancy Tracker users make small
regular savings in most popular
cryptocurrencies as well as Baby
Tokens using their in-app
cryptocurrency earnings and debit
cards. If all Pregnancy Tracker monthly
active users start saving $40 per week
in Baby Tokens, the platform can make 1.5 BILLION DOLLARS IN SAVINGS IN 1 YEAR
savings of $1.5 billion dollars in less
than a year.
BabyDream investment accounts will be opened for every newborn and will have an initial contribution
from Pregnancy Tracker, its blockchain partners and customers. These accounts will receive regular token
airdrops from various blockchain projects in exchange of millions of reviews and promo posts in social
media done by the app users. These accounts will be also used for investments in new upcoming
cryptocurrencies that bear higher risks but promise higher returns. 9 years ago, 10,000 Bitcoins that were
paid for 2 pizzas17 were worth around $40 at that time - now they worth around $100 million. Similarly, a
forty-dollar investment made by an expectant mother today might be enough to pay for her children’s
education and other expenses in future.
16
https://blocktelegraph.io/millennials-overwhelmingly-confident-future-cryptocurrency/
17
https://bitcoinpizzaindex.net/
Healthcare & finance for expectant mothers
20Loans backed by digital assets will be available to all Pregnancy Tracker users starting from Q3 2020. Users
will be able to collateralize their cryptocurrencies and Steam game assets (TF2, Dota2, CS: GO) and get safe
loans with minimal interest rates.
Baby Token
Baby Token is a utility token based on ERC-20 standard of Ethereum blockchain.
Token’s utility function
1. Initially, Pregnancy Tracker will generate a limited supply of 2.1 billion Baby Tokens to power up its
digital ecosystem.
2. Most of these tokens will be sold to the public, distributed among the users, partners, and team
members.
3. Users will need Baby Tokens to access paid jobs within Pregnancy Tracker mobile app: every time a
mother wants to collect $10 for doing online blogging tasks or watching ads, she will need to pay
$1 in Baby Tokens. Similarly, when a doctor receives $50 for an online consultation, he or she will
need to pay $5 access fee in Baby Tokens. The access fee will be set as 10% of the user’s income
and can only be paid in Baby Tokens. If a user does not have Baby Tokens, they will be bought
automatically from the market on behalf of the user and her income will be reduced by 10%.
4. Once a user pays access fee, her income will be unlocked, and the Baby Tokens are paid to the Baby
Fund, so that fewer tokens are left in the circulation.
Figure 16. Baby Token’s life cycle
The actual number of Baby Tokens required for each job will depend on Baby Token price at the time of
transaction. For example, if a user earned $100, the access fee she needs to pay is $10. If Baby Token price
is $2 at the time of the transaction, then 5 Baby Tokens will be paid to the Baby Fund. If later another user
pays $10 access fee and the Baby Token price has jumped to $5, then only 2 Baby Tokens will be paid to the
Baby Fund.
Healthcare & finance for expectant mothers
21In the long run most of the initially distributed Baby Tokens will be purchased back by the Baby Fund to be
used later for rewarding users and selling tokens to users at a higher price.
Token economy
Pregnancy Tracker wants to provide its users with a significant daily income by offering various offline and
online jobs, such as babysitting, tutoring, writing product reviews, marketing on social media that benefit
Pregnancy Tracker’s corporate clients and the ecosystem.
Figure 17. Token economy
To achieve this ambitious goal Pregnancy Tracker will mobilize its existing clients – large consumer brands
and pharmaceutical companies that produce food, clothes, vitamins, cosmetics and other maternity care
and healthcare products for expectant mothers, parents and newborns. Also, additional crypto revenue
might come from blockchain projects that are looking for mass adoption and need PR and marketing
services in social media.
Figure 18. Potential real daily trading volume
If Pregnancy Tracker achieves its goal
of providing $150 daily income ($300
turnover) for every active user then the
daily real trading volume of Baby
Tokens will be at least $75 million
(excluding speculative trades), which
will make Baby Token a Top #30
cryptocurrency by trading volume.
DAILY TRADING VOLUME = $75 MILLION
Healthcare & finance for expectant mothers
22Pregnancy Tracker is in the process of making partnerships with other companies that produce content,
products and services for expectant mothers, babies and families. The more people and organizations join
the ecosystem, the larger daily turnover of the platform will be, which, in turn, will drive the demand for
baby tokens.
Manufacturers of wearable devices, educational and financial institutions, marketing companies,
healthcare providers, pharma companies and various vendors and suppliers can employ expectant mothers
for small PR jobs and the same time offer them their products, content and services. 10% of all income
generated by the users will go to buy back baby tokens from the cryptocurrency exchanges and transferred
to the Baby Fund.
Figure 19. Babytoken ecosystem
Healthcare & finance for expectant mothers
23Token allocation
Baby Tokens will be generated only once with a limited supply of 2,100,000,000 tokens.
50% of the token supply will be locked from a period of 12 to 24 months.
Figure 20. Baby Token initial allocation
Sales via exchanges Sold to private investors, mostly top-tier crypto funds, exchange users, and
945,000,000 tokens strategic partners.
Airdrops Free tokens with no lockup period distributed to Pregnancy Tracker users,
100,000,000 tokens users of cryptocurrency exchanges and blockchain communities.
Team and advisors Salary and bonuses of the project team and advisors.
465,000,000 tokens The tokens will be locked up for up to 2 years.
Baby fund Tokens used for rewarding Pregnancy Tracker app user for social and
590,000,000 tokens commercial interactions. The tokens will be distributed over the course of 3
years.
Healthcare & finance for expectant mothers
24Token legal status
Baby Tokens do not grant participation in the Issuer (Period Tracker & Pregnancy and Baby Calendar Limited
Company) or its assets. Baby Tokens do not provide token holders with any ownership or other interest in
the issuer. Acquisition of the Baby Tokens does not present an exchange of cryptocurrencies for any form
of the Issuer’s shares or the Issuer’s assets, including intellectual property. Token holders are not entitled
to any guaranteed form of dividends, revenue distributions, and voting rights.
The Tokens do not represent a loan to the Issuer. Baby Tokens neither debt instrument nor bonds of any
kind nor any other form of loan advanced to the Issuer. Acquisition of Baby Tokens, whether through the
token sale or otherwise, does not grant to token holders any right of claim on Issuer's financial or any other
assets.
Baby Tokens are not securities in any jurisdiction. This White Paper does not constitute a prospectus or
offer document of any sort, is not intended to constitute an offer of securities or a solicitation for
investment, does not pertain in any way to an initial public offering or a share/equity offering, and does not
pertain in any way to an offering of securities in any jurisdiction. Baby Tokens are not intended to be
marketed, offered for sale, purchased, sold, or traded in any jurisdiction where they are prohibited by
applicable laws or require further registration with any applicable governmental authorities. We do not
recommend buying the Tokens for speculative investment purposes.
Baby Tokens do not represent any other financial or investment instrument. In particular, Baby Tokens are
not and shall in no case be understood, deemed, interpreted or construed as: (I) any form of financial
derivatives; (II) any commercial paper or negotiable instrument; (III) any form of investment contract
between the relevant holder and any other person; (IV) any commodity or asset that any person is obliged
to redeem or purchase; (V) any note, debenture, warrant or other certificate that entitles the holder to
interest, dividend or any kind of return from any person; (VI) the rights under the price difference (margin)
contract or any other contract whose purpose or its intended purpose is to ensure profit or avoid losses; or
(VII) structural units in the collective investment mechanism or in the institution of joint investment,
including trusts and investment funds.
Baby Tokens are not currencies in any jurisdiction. Baby Tokens are not currencies issued by any central
bank or national, supra-national or quasi-national organization. Baby Tokens are not backed by any hard
assets or other credit.
The Tokens are non-refundable. Unless otherwise is provided by applicable legislation or strictly set out in
the legally binding documentation on sale of the tokens, the Issuer is not obliged to provide Token holders
with a refund related to Baby Tokens for any reason, and Baby Token holders will not receive money or
other compensation in lieu of the refund.
Healthcare & finance for expectant mothers
25Token information
Token summary
Token name Baby Token
Ticker BABY
Token sale page Babytoken.org
Blockchain Ethereum (ERC-20 token)
Token listing price $0.01
Accepted currencies ETH, BTC, LTC, BCH, EOS
Business plan
Use of funds
Figure 21. Use of funds from token sales
Healthcare & finance for expectant mothers
26Product roadmap
Q1 ▪
▪
Blockchain wallet integration
AI-based preeclampsia test detection
2020 ▪ Translation of the app to Korean
Q2 ▪
▪
Listing of Baby Token on exchanges
BabyDream investment accounts
2019 ▪ Crypto savings accounts
▪ Translation of the app to German and French
Q3 ▪
▪
Launch of the reward system for users for actions
Expansion of offices in Hong Kong and Seoul
2020 ▪ Translation of the app to Vietnamese and Indonesian
Q4 ▪
▪
Launch of the employment platform for expectant mothers
Launch of the marketplace
2020 ▪ Translation of the app to Arabic and Hindi
Q1 ▪
▪
Launch of the telemedicine platform
Integration with wearable devices
2021
Figure 22. Product development roadmap
Healthcare & finance for expectant mothers
27Risk factors
Pregnancy Tracker’s business and the token sale involve certain risks, some of which are beyond the
company’s control. Anyone who wants to buy Baby Tokens should read that section carefully before making
decision.
Some of the major risks Pregnancy Tracker faces include:
1. If Pregnancy Tracker is not able to maintain its brand, or if events occur that damage Pregnancy
Tracker’s reputation and brand, its ability to expand the base of users and advertisers may be
impaired, and Pregnancy Tracker’s business and Baby Token may be harmed.
2. Pregnancy Tracker’s business is highly competitive. If Pregnancy Tracker is unable to compete
effectively, its business, Baby Token and financial results of operations may be materially and
adversely affected.
3. Blockchain and cryptocurrency business is not regulated in many countries, and failure to obtain
and maintain requisite approvals, licenses or permits in future or any changes in government
policies or regulations, including changes in usage of cryptocurrencies may have a material and
adverse impact on Pregnancy Tracker’s business, Baby Token and operational results.
4. If Pregnancy Tracker fails to retain existing users or attract new users, or if the users decrease their
level of engagement with the app, the business, results of operations and Baby Token may be
adversely affected.
5. Pregnancy Tracker derives a substantial portion of the revenue from a limited number of key
advertising customers, which may make the company’s cash flow and earnings volatile. Pregnancy
Tracker’s long-term plan to reduce such volatility may not be successful.
6. Pregnancy Tracker’s new monetization model, based on online employment of expectant mothers,
may not be successful. If Pregnancy Tracker fails to develop or maintain relationships with business
partners, including advertisers and advertisement agents, the platform might not be able to provide
employment to expectant mothers. Current advertising clients and new potential customers might
refuse to employ Pregnancy Tracker’s users as online bloggers and online community influencers.
7. Pregnancy Tracker’s plans for becoming a platform for telemedicine services might be adversely
affected by significant obstacles that telemedicine still faces in many countries, such as lack of
reimbursement of costs by insurance companies, uncertain regulation and licensing requirements.
Pregnancy Tracker may face liabilities for inappropriate telemedicine services provided by third
parties.
8. Pregnancy Tracker may face additional regulatory and reputational risks if the app is perceived as
a provider of medical advice and becomes subject to medical liability claims.
Healthcare & finance for expectant mothers
289. Pregnancy Tracker’s online marketplace is subject to risks associated with unreliable third-party
vendors and delivery services. Pregnancy Tracker may incur liability or become subject to
administrative penalties or product liability for counterfeit or unauthorized products sold on the
marketplace.
10. Pregnancy Tracker’s users, who open BabyDream investment accounts, enroll in daily or monthly
savings plans might lose part or even all their investments and savings due to extremely large
volatility of the cryptocurrency market and the risk associated with blockchain projects behind
those digital currencies. If such losses occur, Pregnancy Tracker’s business, results of operations
and Baby Token might be adversely affected.
11. Third-party payment processing services, payment gateway, crypto-2-crypto, and crypto-2-fiat
exchange services that Pregnancy Tracker will use to buy, sell, and exchange cryptocurrencies bear
their own counterparty risk.
12. If Baby Token fails to get listed on popular cryptocurrency exchanges, it might have a limited
liquidity outside the app, low trading volume, and a low price.
13. Failure to protect cryptocurrency wallets and confidential information of Pregnancy Tracker’s users
and platform against security breaches, any actual or perceived failure by Pregnancy Tracker or its
partners to comply with applicable information security and data protection laws could
substantially harm Pregnancy Tracker’s business, financial condition and Baby Token.
14. Changes in Internet search engine algorithms and dynamics, or search engine disintermediation,
could have a negative impact on traffic for Pregnancy Tracker mobile app and ultimately, its
business and operations.
15. If Pregnancy Tracker is unable to protect its intellectual property, the value of its brand and other
intangible assets may be diminished, and its business may be adversely affected.
16. Pregnancy Tracker may face liabilities for inappropriate or illegal content uploaded by users and
information displayed on, retrieved from or linked to Pregnancy Tracker mobile app.
17. The proper functioning of technology platform is essential for Pregnancy Tracker’s business, and
any failure to maintain the satisfactory performance of the mobile app and systems could materially
and adversely affect Pregnancy Tracker’s business, reputation, and Baby Token.
Healthcare & finance for expectant mothers
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