Working with experts

So this week and the end of last we have been focusing on working on our business plan, working on our technical readiness level and discussing with moms and midwives.

Our team work today looks quite different then the first weeks of the program. In the beginning my medical knowledge was essential for the rest but suddenly everyone is focusing on their expertise and I (the doctor) help with whatever I can.

Technology wise Fritzi is working hard on putting our solution into an actual working product. We are extremely lucky to have someone that knows electrical engineering this well – she has taught me things I didn’t even know I didn’t know. She has been working on simulations and thinking how to put together our idea.

Fritzi working with super secret engineering stuff

John, our designer, is making sure we are always close to our customers. Him and me went to Danderyds MVC yesterday to talk to pregnant women and new mothers and show them our concept. So far a majority of positive mothers have been seen, which of course gives us the proof to keep on working on our idea. However we can never be certain that the product will be bought just because mothers are positive to pictures and ideas. John also keep us working close to the midwifes and we ended last week with a workshop with some of the midwives that are experts on breastfeeding. Getting their perspective on our ida was very valuable. John is also looking in on the actual design of our product, checking plausibility, costs and doing sketches.

John doing some sketches for the team.

For the business plan Carina, our business manager, of course is taking the lead. She has been digging deep into how to make a strategic plan for the upcoming months and years with all the unknowns that we have.


Meanwhile, I am trying to support the other three as much as I can. Setting up meetings and preparing for them, connecting us to the right people, digging into the medical and public health perspectives, writing blog posts, preparing for tests, and helping out with proposals. I am learning a lot on the way and reading up on the lean start up method. Learning new things was one of my main objectives for the program so I am happy about that!

That’s it for now!

Désirée, MD, Team O

STING Test Drive Victory

Here is an article about our victory in STING Test Drive. As Carina already mentions in it, it has been very valuable for us to participate and develop our product further.

/Désirée, team O

Team Infection: Back to the start (sort of)

First of all, we would like to congratulate Team O for winning STING Test Drive last Monday. They had a solid concept, a good and spot-on pitch and a very appealing product idea, so they had all the ingredients for victory. We are very happy for them , as they were our second favorite team (after us!).

In what refers to our pitch, we think it was one of the favorites, with the right building blocks and process: hook + need + approach + benefits + competition + closing. But our need, even though strong and validated, still has to be tackled by a solid approach and tangible solutions.

With this in mind, we are going back to how patients interact with healthcare and how staff interact with patients, with the aim of finding gaps and filling them!


So (sort of) back to the start and back to the clinic soon!

(You can always reach us at:

José (Team Infection)

We won!

It is only Wednesday but so much has happened this week that it is already time for a post!

The best news is this: Monday evening we had our last STING Test Drive. Each start-up idea got to present and pitch the idea and Carina pitched for Team O – our product “amma”.  She, of course, did an amazing job. “Amma” is built on a big need and we believe it is a working solution and Carina really knows how do mediate this. The jury, containing of three people working with Medtech and/or startup in different ways, had a hard job, weighing in pitches, products, teams and development since beginning of STING Test Drive. And we won! WE WON!

This is bliss! We are so happy. It feels great to have other people also believing in the team and our product. Because we really do. Apart from the honor we also received 3 sessions with a business coach and 3 months of getting to use H2 HealtHub,  as an office space, which are both really valuable for us at this point, as well as an Ipad each – which will be put into use immediately.

Building on this success Tuesday morning started off by connecting with KTH innovation. We discussed were we are at in the process at the moment, and it felt good to concretize the plans, especially after CIF, what help we can get etc, a bit more.

Yesterday we also had individual sessions with the team psychologist Gustav for the afternoon. It is always good to get some proper tools to handle situations that we face in our working lives.

The week continues and we have planned to move forward both with some tests with mothers, to see if our idea is plausible, but also a workshop with midwives to get feedback from their perspective. We are also working on developing our first prototype – and started the week with an excellent brainstorming session on how to move forward with it.

We will keep you updated on what’s happening. And again, don’t forget to apply for the next EIT Health Innovation Fellowships starting in september. Deadlines are approaching!

Désirée, MD, team O

Building a plan for the future

The week started with a test run for our pitch at Sting Test Drive. We presented our pitch in front of some of the other teams and got lots and lots of valuable feedback. This feedback we used to improve our pitch during this week in order to be ready for the final pitch competition on Monday.

The NABC model that we are using for our 4 minutes pitch.

Parallely, we have also been working on finalizing our business canvas and on our business plan. This means that we have been locking ourselves into one of the small group rooms at Flemingsberg and had long discussion on the whats and hows of our future business. It is great to also have the other team around for formal and informal discussions in the office or at lunch. This week for example we were discussion each other’s business plans.

There has of course also been some time to work individually which each team member spend with what they are good at. John filled his sketchbook and computer with many ideas and sketches and his desk with prototyping material. Désirée was at the hospital to organize a workshop with a group of midwives as well as a test of one of our minimal viable prototypes (MVP). Carina worked a lot with the pitch and the business plan, and I worked with prototyping, IP and our R&D strategy.

One highlight of the week was a very inspirational seminar with Bertil Guve on entrepreneurship and funding in medtech.

Slowly but steady we are building a plan on how to to take our idea further after the fellowship ends (in less than 2 month!).

Fritzi / Team Obstetrics

Team Infection: Money, Money, Money

So of course one of our biggest concerns, specially after the 1st of May is: how do we get resources for continuing our entrepreneurial endeavor?

Inspired by the seminar about entrepreneurship and funding in medtech, by Bertil Guve, we’ve decided to take the firsts steps on our funding and development career, by applying to KTH Innovation fund and EIT Proof of Concept fund.

Since we are not a company (yet!) we are a bit limited in our options for requesting external investments, but that will eventually come.

So that means working a lot in our pitch and how we present our ideas in the first place.

How do we pitch this?

Speaking about pitches, next Monday is STING’s Grande Finale, where we will pitch for 4 minutes how our idea is interesting for investors.

Pitch rehearsal at STING

Stay tuned for an early update about it!

(You can always reach us at:

José (Team Infection)

Pitch perfect – Team O digging deeper

The weeks keep going faster and faster. Team Obstetrics is learning more and more about breastfeeding. Today (Friday) Fritzi and I (Désirée) are at Uppsala University and listening to people working with breastfeeding in one way or another. So far we have heard more from amningshjälpen and about doulas – and kangaroulas – when the doula helps after the delivery, especially with breastfeeding.

“Amningsfredag” at Uppsala University

Earlier this week we have spent time the whole group working on and discussing the business plan – where Carina has taken the lead. We are going through our potential future and what type of support we are going to look more at.

We are also working on prototyping and learning more about the medical and technical part of our product. There is so much information out there and while reading one study another one shows up equally interesting. We are additionally planning for our MVP (minimal viable product) testing and taking the next steps in the lean startup. Iterative processes.

Pitch perfect.

We are also looking into pitches and learning how to do the perfect pitch. For next weeks STING test drive we are going to pitch our product for the first time. We need to be clear on what our need is and how important it is, how we solve it, what a fantastic team we have and the proof of traction.

We had a brainstorm about what our potential name should be- we now have an idea about it. But we will see.

Don’t forget! Clinical Innovation Fellowships 2017-2018 are open for applications! Highly recommended!

And oh yes! This is also what happened when we were working on one of our fake boobs – this is not what the inside of a normal boob looks like – pinkish fluid.

Don’t play too much with the boob.

Désirée, doctor, for team O


Back on the floor

Recently we have spent a lot of time talking to experts within the field of breastfeeding. This has been fruitful in understanding the problem, and have caused us to do a pivot in our product strategy. Therefore we decided to make use of our access to the clinic and once again observe the problem in real time and in real life.

We wanted to confirm that the solution we are now developing is still solving an actual need, so Fritzi and I changed into scrubs and made our way back to the floor, where we once started. We observed the first few days of breastfeeding after delivery.

We were pleased to see that the problem we are working to solve is still very much alive and kicking. With this confirmation we felt that we could now focus all our efforts on creating the optimal solution. We went into ideation-mode and started brainstorming around what to measure, and how.

We are now working on several items simultaneously. We are working to create two prototypes, one minimal viable product and one business plan.

Needless to say, these are busy days, but it also the most interesting part of the program, where an actual solution is starting to form.


Carina – Business Manager, Team Obstetrics

Team Infection: Harder, Better, Faster, Stronger

Since last week it must seem that little has changed, but that would be very far from the truth.

Day by day, it’s getting harder not to find possible showstoppers, difficulties and technicalities. But we’re getting better at identifying these problems, faster at finding the tools, workarounds or resources for tackling these issues. Day by day, all of this makes us stronger, as a team, as soon to be fellows and as a future company.

With a lot of meetings next week and the distance between us and possible champions that might embrace our commercial idea draws closer, we are working to not only make a good impression, but also re-define our pathways to success.

Julien and Christoffer at the War(m) Room

This same week we’ve been also working in defining a business plan, which is at the same time a very good auto-evaluation tool. Nothing screams more for your attention than a big gap in a five years plan, making you think in what you’ve not thought before.

Sketches on a napkin: for when inspiration comes unannounced

(You can always reach us at:

José (Team Infection)