Ritesh FirodiyaPlan-Kid wiki
What a picture cannot hold: the rules that only break across screens, the product’s own names and numbers, and why each screen is drawn the way it is.
102 pages · last verified 2026-09-23
Concepts 12
| Page | Owns |
|---|---|
| ai-not-community | Pattaya is a coach + summarizer, not a forum. UGC / community / marketplace is a business trap in this vertical. |
| couples-first | Every partner action in pattaya is symmetric; solo mode is a degraded state, not the default. |
| household-as-billing-unit | One paid seat covers both partners. Billing entity is the Household, not the individual user. |
| indian-context-toggle | Every Knowledge Card has a toggle that swaps default modern-medical guidance for the applicable Indian context — garbhsanskar, Ayurveda-informed diet, joint-family scripts, regi… |
| journal-encryption | Journal entries are cloud-stored, encrypted at rest with a per-household envelope key. The server can decrypt for AI processing. We publish this model transparently rather than … |
| motivation-is-ritual | Streaks are a smell. The real motivation engine is the flow-weekly-reflection-ritual — a 5-minute, both-partners-in-app, weekly ritual. That's what drives retention. |
| no-medical-advice | Pattaya never gives dosage, diagnosis, or clinical decisions. Red-flag topics get an explicit refusal and doctor referral. |
| partner-activity-feed | Each partner sees a curated feed of the other's public actions — reads, listens, watches, shared entries, milestones logged, cycle status. Private data (mood logs, private journ… |
| product-boundary | - mobile app experience for iOS + Android (React Native + Expo, planned Phase 3) - product artifacts in .context/wiki/ - design prototypes in .context/designs/ - India-first, En… |
| retention-past-birth | The pregnancy window is ~9 months; CAC recovery fails unless the app owns the postpartum + parenting stages after delivery. |
| stage-driven-ux | The current Household stage rewrites Home, Knowledge feed, tracking surfaces, and paywall copy. Stage is the single most important context signal in the app. |
| voice | Warm, plainspoken, never clinical, never cutesy; assumes the couple is smart. |
Entities 18
| Page | Owns |
|---|---|
| content-taxonomy | The canonical structure of Knowledge Cards, tags, and lifecycle mapping. |
| data-model | Core entities in the pattaya data model. Household is the billing + org unit; Partners belong to it; content and logs belong to Partners with a Household-scope filter. |
| persona-first-trimester-couple | A couple newly pregnant (weeks 4–13). In stage-pregnancy. High anxiety, high info-need, not-yet-public. |
| persona-trying-couple | A couple actively trying to conceive. In stage-trying. Some fraction are in fertility treatment. |
| persona-undecided-couple | The founders' own persona. A couple in their late 20s or early 30s, in stage-pre-decision, asking "should we?" |
| pillar-journal | Text + voice journaling, per-entry private-or-shared visibility. AI summarizes weekly into the flow-weekly-reflection-ritual output. |
| pillar-knowledge | Curated, stage-aware knowledge cards + AI Q&A on top. Every card has an indian-context-toggle. |
| pillar-motivation | Rituals, milestones, gentle streaks — anchored on the flow-weekly-reflection-ritual. |
| pillar-tracking | Lightweight, stage-aware manual logging: cycle, mood, sleep, symptoms, feeding, milestones. Manual only in MVP; wearables Phase 4. |
| pricing | Canonical price table. INR primary, USD secondary. All prices are per Household. |
| stage-parenting | Ongoing early-parenting stage (from ~3 months old to 5 years). Long-tail retention stage. |
| stage-postpartum | First 12 weeks after delivery. Mental-health-critical stage; the highest-monetization moment for the app. |
| stage-pre-decision | "Should we have a kid?" — the household is exploring the decision, not yet trying. |
| stage-pregnancy | The household is pregnant. 40-week timeline; primary partner is the one carrying. |
| stage-trying | The household is actively trying to conceive. |
| tier-b2b-employer | Year-2 tier. Employer pays for the household on behalf of an employee. Both partners get full access. |
| tier-free | Default tier. Enough to be useful; capped enough to convert. |
| tier-paid-household | One paid seat covers both partners. Full access to every pillar. |
Surfaces 54
| Page | Screen |
|---|---|
| surface-mobile-auth-forgot-password | OTP-based account recovery for users who prefer not to use email links. |
| surface-mobile-auth-sign-in | Passwordless authentication for returning users with household context restoration. |
| surface-mobile-home-home-conceive | Flagship screen for couples actively trying to conceive. |
| surface-mobile-home-home-conceived | Weekly pregnancy progress + partner engagement for a growing baby. |
| surface-mobile-home-home-decision | Help couples explore whether kids are right for them, without pressure. |
| surface-mobile-home-home-delivery | Final-weeks birth prep — countdown, birth plan, hospital contact one tap away. |
| surface-mobile-home-home-parenting | Support couples raising a 0–5-year-old — milestones, health, shared parenting. |
| surface-mobile-home-home-postpartum | First 12 weeks — protect recovery, share the load, watch mental health. |
| surface-mobile-home-notification-prime | Prime users for notification permissions with transparency about what they'll receive. |
| surface-mobile-home-notifications | Centralized inbox for actionable notifications from the app and partner. |
| surface-mobile-home-partner-activity | Full view of the partner's activity feed. Week-summary tile, chronological activity list, react/mirror actions. |
| surface-mobile-home-shared | The primary home. Renders stage-conditionally. Contains today's briefing, a "focus for each partner," and the weekly ritual chip (Saturday-adjacent). |
| surface-mobile-home-solo | Degraded home shown when partner hasn't paired. Every visit surfaces a re-invite CTA. Solo mode is intentionally minimal — see couples-first. |
| surface-mobile-journal-entry-new | Text or voice entry. Visibility toggle (private / shared). Optional mood + tag. |
| surface-mobile-journal-entry-share-confirm | Secure consent flow for sharing encrypted journal entries. |
| surface-mobile-journal-entry-shared | Read view of a shared entry, as seen by the partner. Reaction (soft — heart / heard-you / support) but no comments. |
| surface-mobile-journal-list | Timeline of journal entries. Private + shared entries mixed, each labeled clearly. |
| surface-mobile-journal-reflection-ritual-done | Celebrate ritual completion and transition to weekly report. |
| surface-mobile-journal-reflection-ritual-reveal | Reveal and view partner's answers in side-by-side reflection ritual. |
| surface-mobile-journal-reflection-ritual | The 5-minute in-app weekly ritual. Sequential prompt → private answer → reveal. Both partners in-app. |
| surface-mobile-journal-weekly-couple-report | AI-generated 3-paragraph summary of the couple's week — what came up, what's alive, what to watch. Delivered after flow-weekly-reflection-ritual completes. |
| surface-mobile-knowledge-ai-chat-history | View and manage your private conversations with Pattaya AI. |
| surface-mobile-knowledge-ai-chat-refusal | The safety-refusal message + doctor-finder path. Warm, not cold. |
| surface-mobile-knowledge-ai-chat | The AI coach chat. Uses Claude Sonnet 4.5 with per-Household context (stage, region, Indian-context toggle). Answers cite Knowledge Cards. |
| surface-mobile-knowledge-audio-player | Full-screen audio playback for a Knowledge Card in audio-book format. Speed control, skip 15s, chapters, one-tap Ask AI mid-listen. |
| surface-mobile-knowledge-card-detail | Single card view. Global view by default; toggle to Indian context. Sources listed. Bookmark + share to partner. |
| surface-mobile-knowledge-doctor-referral | Hand-off to a real clinician for anything Pattaya can't (or shouldn't) answer. |
| surface-mobile-knowledge-feed | Stage-aware, tagged feed of Knowledge Cards. Search + filter by tag. AI chat entry point at top. |
| surface-mobile-knowledge-search | Unified search across cards, saved items, and journal entries. |
| surface-mobile-motivation-milestone-share | Share milestone moments as beautiful keepsakes with optional external sharing. |
| surface-mobile-motivation-milestones | Timeline of major milestones. Log button. Shareable-artifact CTA per milestone (paid). |
| surface-mobile-motivation-streaks | Soft streak view. Weekly ritual streak, journal streak. Never in main nav or push. |
| surface-mobile-onboarding-context-quiz | 6–8 questions setting cultural + care context. Sets indian-context-toggle default, joint-family involvement, region, dietary rules, communication preferences. |
| surface-mobile-onboarding-pair-accept | Partner accepts household invitation. |
| surface-mobile-onboarding-pair-partner | Generate a WhatsApp deep link to invite the partner. The wedge-defining screen. |
| surface-mobile-onboarding-ready | Personalized summary: "here's your journey; trial starts now." Trial-start moment. |
| surface-mobile-onboarding-stage-picker | User picks current stage. Sets stage-driven-ux key. |
| surface-mobile-onboarding-welcome | First screen after install. Value prop framed as "for the two of you." One primary CTA. |
| surface-mobile-patterns-empty-states | Gallery of canonical empty-state patterns used across the app. Used as a design reference. |
| surface-mobile-patterns-stage-transitions | Wireframes documenting the animated transition from one stage to another. E.g. trying → pregnancy. |
| surface-mobile-patterns-toasts | Gallery of notification / toast patterns. |
| surface-mobile-paywall-b2b | Employer-code enrollment path. Year-2 feature; wireframe exists as a preview only. |
| surface-mobile-paywall-paywall | Hard paywall shown at trial end + soft paywall on limit-hit. RevenueCat-driven. |
| surface-mobile-paywall-trial-start | Trial-start modal. Shown at end of flow-pair-partner when the Household hasn't started a trial before. |
| surface-mobile-settings-account | Individual Partner settings: name, phone, notifications, language. |
| surface-mobile-settings-data-export | User data rights management with privacy-preserving export. |
| surface-mobile-settings-household | Household settings: partner, plan, stage, region, transfer billing owner, split household. |
| surface-mobile-settings-privacy | Journal encryption explainer, audit log of server-side decryptions, data export, delete account. |
| surface-mobile-settings-subscription-manage | Subscription management with pause and cancel options. |
| surface-mobile-tracking-cycle | Cycle + ovulation log for the stage-trying stage. Partner sees a shared view: not the raw calendar, but the fertile-window signal. |
| surface-mobile-tracking-mood-sleep | Both partners log mood + sleep, once/day. Feed into AI briefings + weekly report. |
| surface-mobile-tracking-pregnancy-symptoms | Log pregnancy symptoms during stage-pregnancy. Week-tagged. Feeds into stage-conditional briefings. |
| surface-mobile-transitions-loss | Compassionate stage transition for loss with options and sensitivity settings. |
| surface-mobile-transitions-pregnant | Celebrate and ritualize the transition from trying to pregnancy stage. |
Flows 6
| Page | Owns |
|---|---|
| flow-knowledge-to-doctor-referral | User asks a red-flag medical question in AI chat → app refuses → offers doctor-finder. Safety escape hatch. |
| flow-milestone-share | Private moment → couple review → optional shareable artifact (image for WhatsApp / Instagram). |
| flow-pair-partner | Onboarding sequence that turns a single-user install into a paired-couple household. This is the wedge-defining flow. |
| flow-paywall-trial-to-paid | 14-day trial start → soft paywall (mid-trial) → hard paywall (day 15) → paid. |
| flow-stage-transition | The moments where a Household moves stage. E.g. trying → pregnancy (positive test), pregnancy → postpartum (birth). These are the highest-emotion moments in the app. |
| flow-weekly-reflection-ritual | 5-minute, both-partners-in-app, weekly ritual. This is the retention-defining flow. |
Decisions 3
| Page | Decided |
|---|---|
| 2026-07-27-couples-first-wedge | Pattaya is built couples-first, not mom-only. Every partner action is symmetric; solo mode is a degraded state. |
| 2026-07-27-india-first-market | Pattaya launches India-first. Global expansion is Phase 4+. English and Hindi are the MVP languages. |
| 2026-07-27-no-community-no-marketplace | Pattaya will not build a community/forum/UGC surface. Pattaya will not build a doctor or product marketplace. Monetization is B2C household subscription with a B2B2C future. |
Synthesis 9
| Page | Owns |
|---|---|
| competitors | | App | Stage covered | Monetization | Price | Strengths | Weaknesses / gaps | |---|---|---|---|---|---| | Flo Health | Cycle + fertility + pregnancy | Freemium subscription | ~… |
| gtm-india | Playbook for acquiring the first 1,000 users in India tier-1 metros at CAC < ₹150 blended. Founder-led content + clinic partnerships + referral loops. |
| indian-context | 1. Garbhsanskar |
| market | - Flo Health raised $200M+ Series C from General Atlantic in July 2024, becoming the first purely digital consumer women's health app to hit unicorn ($1B+) status. [PR Newswire … |
| monetization-matrix | Free vs Paid feature grid. B2C household subscription is the primary revenue model. B2B2C is Phase 4+ secondary. |
| mvp-scope | Must / Should / Could / Won't for the 12-week Phase 3 MVP build. Aligned to the couples-first wedge. |
| risks-and-mitigations | Top structural risks and how the product design mitigates each. |
| success-metrics | Gate metrics per phase. If we miss a gate, we do not proceed to the next phase. |
| validation-plan | 5 pre-build experiments run in parallel over 4 weeks. Need ≥ 3 of 5 to pass their kill metrics before authorizing Phase 3 MVP build. |