Key Players

• There were a range of existing apps for new and expecting fathers, with the most popular ones including Daddy Up, Quick Tips for New Dads, Who's Your Daddy, and Pro Daddy.

•  Daddy Up offers users a field guide to pregnancy as well as tools for being a new father.
•  Quick Tips for New Dads offers regular randomized tips as well as features that allow fathers to share their knowledge.
•  Who's Your Daddy is a humor based app that helps dads related to common challenges of pregnancy as well as offering information on baby's development each week.
•  ProDaddy offers 3-minute reads called "Daddy Deep Dives" as well as other curated resources for expecting and new fathers.

Market Size & Opportunity

• There were 3,745,540 total births in the US in 2019.
• It's expected there will only be a slight decline in births due to COVID.
• New fathers are approximately an average of 31 years old in the US.
•  44% of childless men between age 18 to 49 hope to become fathers at some point in their lives.
•  57% of fathers see parenting as central to their identity.
• Dads are more insecure about their parenting abilities than moms, with only 39% feeling they do a good job, compared to 51% of mothers.

Market Strategy

• Dads commonly use social media to connect with other dads and consume and share content related to fatherhood.
• Of fathers surveyed, 91% use Facebook weekly, 60% use Twitter weekly, and 49% use Instagram weekly.
•  One source noted that brands have the most opportunity when they can tap into the desire of fathers to be better dads.
•  44% of dads surveyed use social media to connect with other dads.
• Blogs are another source of media related to fatherhood, with common blogs like The Good Dad Project and National Fatherhood Initiative having tens of thousands of readers.