Legacy GTM brain

category

market profile

• text: Mail-in testing and storage compete with fertility clinics on convenience, speed and privacy.
• text: Demand includes conception, vasectomy and treatment-related fertility preservation.

personas

• title: Person trying to conceive
  pains:

  • Wants a semen analysis without a clinic visit
  • Needs understandable fertility information quickly
• title: Patient facing fertility-affecting treatment
  pains:

  • Needs to preserve sperm before treatment starts
  • Uncertain whether insurance will cover storage
• title: Urologist or fertility provider
  pains:

  • Patients face clinic access and collection barriers
  • Needs reliable testing and preservation options for referrals

icp

• text: US individuals in any of the 50 states seeking semen analysis or fertility preservation.
• text: Urology and fertility practices referring patients for testing and cryopreservation.

message pillars

• text: Private, accessible collection at home.
• text: Fast turnaround for time-sensitive decisions.
• text: Redundant storage and privacy protections.

objections

• objection: Can a mailed sample produce trustworthy results?
  response: Explain the company's clinical validation, transit adjustment and accredited laboratory, and encourage clinical follow-up.
• objection: Is freezing affordable?
  response: Check insurance eligibility and compare testing and ongoing storage charges before ordering.

competitors

• name: Fellow
  why: Offers at-home semen analysis and preservation.
• name: ExSeed
  why: Offers at-home sperm testing.
• name: California Cryobank
  why: Offers fertility preservation and sperm storage.

influencers

• name: Khaled Kteily
  why: Legacy founder and public spokesperson on sperm health.

keywords

• at home sperm test
• semen analysis by mail
• sperm freezing at home
• fertility preservation before treatment
• post vasectomy semen analysis
• sperm DNA fragmentation test

voice

• reassuring
• direct and conversational
• evidence-oriented

signals

• text: A patient is about to begin treatment that can affect fertility.
• text: A couple is trying to conceive or someone is considering a vasectomy.

pricing

motion

channels

• SEO
• clinician referrals
• insurance and benefits partnerships
• press

confidence

Founders

• name: Khaled Kteily
  title: Founder
  role: Founder
  bio: CEO of Legacy (YC S19), which has now raised almost $50M from investors like FirstMark Capital, Bain Capital Ventures, Section 32, and even celebrities like Justin Bieber to change outdated views of fertility as a "women's issue" while helping rebalance the responsibilities of family planning.
• name: Sarah Steinle
  title: Founder
  role: Founder