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Clue, a Berlin Startup Founded By a Woman, Launches An Intelligent Tracking App That Decodes a Woman's Fertility Cycle
Date:7/11/2013

SAN FRANCISCO, July 11, 2013 /PRNewswire-iReach/ -- Ida Tin, CEO and co-founder of Clue, was frustrated by the fact that, while fertility is a constant theme for forty years of every woman's life, there is a surprising lack of effective high–tech tools to help women really understand their fertility cycle. So, she decided to build one.

(Photo: http://photos.prnewswire.com/prnh/20130711/CG45268)

Available today in the Apple App Store, Clue quickly captures key information about a woman's fertile cycle and provides instant visual feedback to help plan and take control of her cycle. Clue features a fresh, clean design language and delivers a user experience that's optimized for the rapid capture of every aspect of the menstrual cycle. Most importantly, it learns about its owner's unique physiological patterns.

"Tracking apps are the second-biggest category in health apps and are being downloaded by the million," says Tin. "We've built a second-generation app that provides accurate and scientific interpretations of a woman's individual data, and can present the information she needs to understand and take control of her fertility."

See the Clue video here: http://vimeo.com/helloclue/helloclue

Women don't want pink
"Hundreds of women around the world have already tested the app, including designers from Apple, Frog, and IDEO," says Mike LaVigne, former creative director at Frog Design in San Francisco, and now head of user experience at Clue. "We've consistently heard that women are tired of pink-themed tracking apps covered with flowers and butterflies. Our design is for women, not girls, and is modern, clean and confident. We also have totally re-thought the calendar approach because we knew we needed something much faster."

Fertility makes women wonder and worry
Fertility is much more than periods and pregnancy. The hormonal changes that occur throughout the female cycle affect women in substantial ways every day. Sex drive, mood, pains, and skin problems are just a few of the physical reminders of a woman's reproductive cycle, which fluctuates from month to month. Tin points to numerous concerns and frustrations that are routine for many women, such as:

- Exactly where am I in my cycle?

- Why is my cycle not regular? Am I OK?

- Is today the best time for me to try to get pregnant?

Those are just some of the questions that Clue aims to answer. "Fertility is something that happens over time, and we enable women to collect the data that will give them a personalized understanding of their own body. That's not just good for planning, it's also about being healthy," says Tin.

Women are questioning taking hormones to avoid pregnancy
Clue can also help a woman avoid getting pregnant. "One of the things I have heard again and again from women over the last few years is that many have concerns about taking hormones every day for contraception," says Tin. "Millions of women cannot take the Pill because of severe side effects. For these women, Clue can help them decode their cycles so they can make good decisions."

She adds, "I think that we are moving towards technologies that work with the body, not against it. Quantified data about our fertility is a first step towards innovations that don't require you to take hormones. I think this is an incredibly exciting development."

What people say about Clue
"I love the layout and design."
"This app is amazing. I honestly wouldn´t change anything. It is so simple and easy to use."
"Finally! A tracking app that doesn't look like My Little Pony having its period."

About Clue
Clue is a woman-led mobile startup based in Berlin, Germany. Clue designed and developed the Clue app, which launched in July 2013. The most beautiful and easy-to-use app in its category, Clue is a powerful tool that helps women accurately track their fertility cycle. The Clue team is currently researching & developing technology that aspires to be an alternative to the birth control pill. For more, visit www.helloclue.com or follow @helloclue. 

Media Contact: Tim Cox, ZingPR, +1-650-369-7784, tim@zingpr.com

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