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)

Uppsala and showing sketches

We started our week by going to Uppsala to interview an lactation researcher. Since we already had to go to Uppsala we took the chance to visit their famous bathhouse Fyrishov. We had some meeting discussions in the jacuzzi! Me and Désirée also jump from the 5m trampoline (!).

On Tuesday evening we went to our evening course at Sting learning more about Minimal viable products and the lean start up approach.


Wednesday evening we decided to have an After work at my place, eating pizza and having some vine.


Thursday, Per from Pilloxa, (an outcome from previous clinical innovation fellowship) came by and told us everything about their work on getting founding for their start up.


This week we also showed our first sketches of our breastfeeding concept to experts. We showed it to two midwifes who actually were positive to the concept.


Friday, we had a treasure hunt competition between our group, Team Obstetrics, and the other team,  Team Infection. We got a list of things to find in 15 min. Of course our team won.. 🙂



Designer team Obstetrics.

Team Infection: Minimum Viable Payer Product

After our last session in STING, where we defined better the problems we are trying to solve, our favorite customer and what would be our value proposition, we are aiming to define the channels in which we would make our product available, and how.

Also, following the Lean Startup methodology, we are aiming to define our first Minimum Viable Product, or MVP.

The MVP is a product with the minimum features in order to gather validated learnings about our product and its continued development. Not only gathering insights from an MVP is often less expensive than developing a product with more features, but also has the great advantage of versatility, as it permits to rapidly follow the build → measure → learn cycle.

Build – Measure – Learn

Of course, validating learnings through an MVP avoids the increased costs and risks if the product fails, for example, due to incorrect assumptions, if we were building it for months without testing our hypothesis. A significative difference between an MVP and a prototype is that we are also aiming to test the business viability of our product (although we would probably won’t make a profit out of it… yet!).

The office, full of life again!

It is also very enjoyable to have the company of Team O with us at Fleminsberg, as we develop our first MVP conception. It is always good to test how crazy our ideas can be, from people that have walked the Clinical Innovation Fellowships with us!

(You can always reach us by sending an e-mail to:

José (Team Infection)

Happy customers

The last week was all about talking to the people for whom our work makes a difference.

To get more inside from the potential customers of our solution to breastfeeding problems we interviewed mothers and mothers to be on their experiences and expectations.

Furthermore we got a lot of valuable feedback from people working at the Women’s Department on the projects that deal with solutions to local needs of the department. Since the last reference group meeting we recruited Master students to the four project that the reference group (consisting of  several doctors, midwives and nurses of the department) had chosen. The students started working on those projects in January and now presented their first results and their plans on how to proceed with their work to the reference group. The reference group contributed with their experiences and ideas from many years of working at the department and gave valuable feedback to the students.

David, one of our Master students, presenting his project to the reference group

In a lunch meeting with the head of the department we discussed the clinical report, which describes a number of selected local needs and gives suggestions for solutions. From her we got very positive feedback on the clinical report. She confirmed the relevance of many of the needs and told us about how the department already started working on solving one of the needs that we had identified. She also said that reading the report gave her inspiration to many more projects on improving how the departments works.

What could be a better feedback than hearing that the department now actively works with the needs that we identified?


Fritzi // Team Obstetrics

Team Infection: The Road Not Taken

This week has been full of hard work, as we are having more time, day by day, week by week, to solely focus in our business project. Every little step we take towards it unfolds a vast field of questions, known unknowns and unknown unknowns. We have hypothesis everywhere, that only can be proved or refuted through a conscious effort in testing, failing and learning from it.

But we are willing to get our hands dirty, and let the market or the stakeholders tell us how wrong or right we are, pursuing this road less traveled by.

As we advanced last week, our students met with the Reference Group, as they presented the needs they are working with, as well as their plans, objectives and resources. They did an excellent job and we are very proud of them, just don’t tell them, there is a lot of work ahead yet.

We also had the opportunity to openly discuss with the Group the Clinical Report we have been compiling, in order to get feedback. As we were wishing, we clashed in some of our proposals and laudations in some other… but looking at the overall feeling, it seems that the were pleased with our work. Let us hope it really makes a difference and eases the path for future collaborations with Danderyds Sjukhus.

Speaking about getting our hands dirty, that can sometimes mean meetings and fika, at least here in Stockholm, where we were kindly invited to learn about HIP SDK, an innovation framework that enables access to data in Swedish healthcare.

At the HIP SDK meeting

We got a very interesting insight about how Sweden in pioneer in access to medical data and how could we work with that in our future projects.

(You can always reach us by sending an e-mail to:

José (Team Infection)