The FemTech industry is rapidly growing and evolving, with innovations transforming how women access and experience healthcare. MAM Health & Innovation GmbH, a market leader in premium baby & maternity products, has made its first step into this space through its acquisition of breathe ilo, a breath-based cycle tracker. This project aims to support MAM in identifying and evaluating further strategic opportunities to strengthen its FemTech presence by offering meaningful, connected solutions across the reproductive health journey.

Goal

The goal of this project was to develop a comprehensive and actionable strategy for expanding MAM’s FemTech portfolio. By identifying synergistic and innovative startups, the project sought to deliver concrete recommendations for potential acquisitions or partnerships that would align with MAM’s values—such as safety, trust, and user-centered design—and extend its’ relevance beyond early parenthood into the broader continuum of women’s health.

Methodology

The team conducted a multi-phase research process. First, a PESTEL analysis revealed external trends shaping the FemTech sector. Based on these insights, a longlist of 48 companies was compiled through structured secondary research. A weighted scoring matrix—based on criteria such as brand fit, market potential, design, and technological innovation—was applied to identify the most promising startups. The top candidates were further analyzed using a standardized Soft Due Diligence framework, focusing on product synergies, innovation, brand values, and strategic alignment with MAM. Throughout the process, AI tools supported secondary data collection, trend aggregation, and consistency in evaluation.

Results

The project delivered a shortlist of five startups with high strategic potential, followed by in-depth due diligence on four companies. Together, they represent distinct touchpoints along the motherhood journey and showcase the FemTech sector’s diversity.

The final recommendations outline how MAM can expand its FemTech ecosystem to better serve women across different life stages—beyond fertility—positioning itself as an innovation leader in personalized, inclusive maternal health.

Cooperation Partner

• MAM Babyartikel GmbH
  Lorenz-Mandl-Gasse 50
  1160 Vienna
  Austria
  www.mambaby.com



 

Contact Person

• Wolfgang Nasari-Fargel - Wolfgang.Nasari-Fargel@mambaby.com

• Lisa Palme - Lisa.Palme@mambaby.com

Student Team

• Anna Ehlmaier
  Julian Fraissler
  Verena Leitner
  Elias Müller
  Victoria Pesinger

Project Manager

• Melina Mazzucato, M.Sc. (WU), M.Sc. (NOVA SBE)

• Caroline Fabian, M.Sc. (LSE), M.Sc. (Eng.)