The Divine Child Doula Services

Idea #2

The Divine child is a small business that is fairly busy for what it is, but needs help in creating a brand identity, a unification of all its parts. The Divine Child Doula Services is mostly marketed though word of mouth by O.B, midwives and past clients.

The mission statement may read like this

The Divine Child Doula's goal is to help women birth in awareness allowing you to let go of any preconceived ideas about births, and learn to trust your own bodies. Providing honesty, unbiased care with trust and information to help you make informed choices.

The Divine child doula is Michelle MacLean, and was created after the birth of her first child. While not fully understanding what a doula did prior to her first birth, she soon became fascinated about the field of child birth and immediately fell in love with the whole process.

Michelle is well educated in the field of births with constant training and numerous birthing experiences. Whether she is working with private clients or through South Community Birth Program, she is helping families receive a gentle, caring birth. She does this through pain-coping skills, informational resources and addressing any wishes or concerns the families may have about their birth.

The Divine Child Doula as a business has a lot of strengths working for her, and it reflects on who she is.

here are a few great strengths

STRENGTHS

• she is well respected in her field by both O.B's and midwives
• confident in the decisions she makes
• well educated
• extensive birthing experiences
• friendly and honest
• creates a warm and caring environment
• participated with both home and hospital births
• comes well recommended by her peers, O.B's, midwives and past clients
• which gives her a great word of mouth presence
• it's a very rewarding occupation
• witnessed both the positive and negative side of births
• supportive birthing community
• helping to teach birth classes
• learning different birth practice (ex. Birthing Within and Lamaze)

While her strengths are great and The Divine Child presence is apparent, there are a few things lacking which would strengthen her business even further.

which brings me to her weaknesses

WEAKNESSES

• organization
• time management (sometimes after a birth its hard to make time for her postpartum visits)
• mixed marketing website differs in design to her business cards

a missing a common link in the aesthetic of her business (color,  font,  theme)
www.thedivinechild.ca

• no real brand identity
• no real web presence (a little from her website and her facebook page)
• the divine child is a business of one so its hard for it to expand and grow
• can only take a certain number of clients a month or runs the risk of missing births
• not very many people know what a doula is or does (lack of public awareness)

Now that I've gone over a few of The Divine Child's weakness in her brand. The next phase in discovering what I can do to help re-brand her business, is to talk about and discover what threatens her business.

THREATS

• the main threat is other doulas with more of a web presence or stronger brand

a few link to other doula's websites or blog.

http://vancouverdoula.blogspot.com

http://www.thevancouverdoula.com

http://www.motherme.ca/

http://www.heartsongbirth.com/aboutheartsongbirth.html

• economy or price may be a factor
• some nurses or OB's dont like to work with doulas (may discourage people from having a doula present at a birth)
• personal life (raising a family while being a doula)
• unfavorable press or word of mouth

While there are most likely more threats to her business, I would like to move forward too ways in which I can create more opportunity for further grow. Attracting more of her target market of mainly pregnant women and there families, as well as doctors and midwives

• I would like to see a logo and color scheme that is fitting for her business
• connect and merge the different aspects of her business to s single entity
• create an opportunity to incorporate her family life into her businesses profile (giving a personal touch further enforcing family)
• create a brand that is organic, earthy, and comfortable
• an idea might be to add links to other doulas websites (a honest humble approach)
• using warm tones
• incorporate informational material and resources
• start a blog or twitter account that people can follow
• create a schedule or online calender to help organize meetings
• help the divine child capitalize on a growing industry while helping her standout in a positive manner