A Compliant 3-Country GTM Structure for a Sensitive-Category HealthTech Startup

Company Summary

Komfot Health (B2C & B2B2C, Digital PAC and SRH Services)

Komfot Health is a digital post-abortion care and reproductive health platform for women in Nigeria and emerging African markets to access discreet, compliant, and clinically-guided PAC and SRH services through a WhatsApp-powered care system supported by trained providers.

Komfot Health entered the Hanga SRH Accelerator Program in 2025 after demonstrating early traction through a manual, social-media-supported pilot. The program offers funding, technical guidance, and clinical and legal mentorship to scale credible reproductive health solutions across Africa.

Engagement Summary

Challenge:

Komfot Health had validated early demand for discreet PAC support, yet operations relied on slow manual chat handling, limited provider capacity, and no structured data system. Legal sensitivity in Nigeria made mainstream marketing difficult, while the team needed to test monetization, expand its provider network, and reach measurable product-market fit during the Hanga SRH Test & Learn phase.

Solution:

I supported Komfot in defining its GTM structure for Nigeria, Rwanda, and Benin, formalizing its acquisition and lifecycle systems, and aligning product, marketing, and compliance workflows. Work spanned channel audits, messaging reviews, partnership frameworks, paid media experiments, operational systemization, and market expansion strategies driven by legal context and user behavior insights.

Results:

Komfot strengthened digital acquisition efficiency, expanded its provider and diagnostic network readiness, established data-driven workflows, and improved operational repeatability. These shifts supported the company's goal to reach 100,000 women, onboard 1,000 paying clients, and meet revenue and partnership milestones set by the Hanga SRH program.

Summary Impact

The marketing work for Komfot Health delivered measurable improvements across acquisition, compliance, and clinical delivery systems. The engagement produced:

• A structured multi-market GTM plan covering Nigeria, Rwanda, Benin, and other potential African markets with clear compliance and execution paths
• Documented funnel workflows and improved WhatsApp-based care operations supporting higher response consistency and reduced drop-off points
• Better alignment of content, acquisition channels, and referral tracking for a more predictable intake system
• Expanded provider and diagnostic capacity plans, enabling higher service throughput and readiness for scale
• Improved measurement visibility for Hanga reporting through clearer KPIs, milestones, and impact documentation

This foundation positions Komfot Health to complete the program's Scale Readiness stage with stronger product-market fit data and a credible pathway toward revenue targets, partnerships, and future expansion.