How We Are Building Babymigo: Nigeria’s Largest Pregnancy and Parenting Community

Hi Kemi What’s your background, and what are you currently working on?

My name is Kemi Olawoye and I am the Co-Founder and CEO of Babymigo; Nigeria’s fastest growing pregnancy and parenting community.

Babymigo provides expert-verified health information, education, resources, and concierge services relating to pregnancy, parenting, childbirth, and reproductive health via SMS(Text), mobile app, and web at scale.

Founder Story
What motivated you to get started with Babymigo?

I had previously worked as a Physiotherapist in a private hospital in Nigeria and coordinated the women’s health unit of the department.

During this time, I interacted with several pregnant women who constantly shared their struggles with me. These challenges included untimely access to trained medical personnel, lack of culturally relevant health information, resources, and tools, and inadequate hyper-local support services among several others.

Subsequently, I met my co-founder who had a similar experience working in a Primary Health Care Centre. We decided to leverage technology to solve the problem and founded Babymigo.

Since launch, what has worked to attract and retain customers?

Listening to users, addressing pain points and constantly improving our products and services.

We aim to be seen not just as a parenting company by users but as a parenting partner.

What’s your business model, and how have you grown your revenue?

Our business model combines the B2B and B2C approach. We offer a range of products for mums including Mamacare, a maternity care service and Bloomcare, a digital family health clinic.

Founder Story
What are your business goals for the future?

Expand and reach more mums across Africa while continuing to launch and deliver innovative solutions to users.

What have been the most influential books, podcasts, or other resources for you?

Blue Ocean Strategy by Renée Mauborgne and W. Chan Kim

How to win friends and influence people by Dale Carnegie Harvard Business Review.

Read more books here: Founder Story Books

Which were your marketing strategies to grow your business?

We have engaged and combined several strategies over the years to grow as a business.

What were the biggest challenges you faced and the obstacles you overcame?

Hiring right. This was a major challenge for us in the early stages and I have noticed it is also a major challenge for many entrepreneurs in Africa. Hiring is also one thing, steering the team to produce desired results is another. However, our team members have grown to understand the vision and are running with it.

If you had the chance to do things differently, what would you do?

Involve users more in our product development journey from the get-go. However, we learnt and made necessary changes quickly.

Have you had any failed business?


What are some sources for learning you would recommend for entrepreneurs who are just starting?

Mentorship. Leadership, management and business development courses and trainings.

Advice for other entrepreneurs who are struggling with their startups?

Seek help from business experts and professionals. Learn and unlearn quickly. Speak to your customers and involve them to know the solutions and products they truly need.

Where can we go to learn more about you?

You can reach me on LinkedIn.

To learn more about Babymigo, WebsiteInstagram, and Facebook.

Are you looking to hire for certain positions right now?

Job and internship openings/opportunities are often shared on our LinkedIn page from time to time.

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