Beyond the Breast

Business Category: Lactation
Beyond the Breast is a concierge lactation support business founded and operated by Heather Martin, an International Board Certified Lactation Consultant (IBCLC). The business, based in Fort Worth and Aledo, Texas, provides personalized and evidence-based breastfeeding and infant feeding support to families in Tarrant and Parker Counties, with virtual services available to clients throughout the U.S.. 
Business model overview
Beyond the Breast’s model is focused on high-touch, personalized, one-on-one care rather than relying on insurance, although it can provide superbills for clients to submit for potential reimbursement.
Value proposition:
  • Concierge care: The business offers comprehensive and ongoing support through specialized care packages, including in-home and virtual consultations, that grow with the family’s needs.
  • Integrated and holistic approach: With training in areas like oral restrictions, gut-brain health, and infant massage, Heather Martin looks at the whole parent, whole baby, and root causes of feeding difficulties. She also collaborates with local healthcare providers like chiropractors and dentists to ensure comprehensive care.
  • Empowerment through education: The core mission is to educate, empower, and support parents, giving them the tools and confidence to meet their feeding goals.
  • Convenience: By offering in-home, office, and virtual consultations, the business meets families where they are, making expert care accessible. 
Target customers:
  • Expectant and new parents: The business serves those who need prenatal education or postpartum support with feeding, from first-time parents to those with multiples.
  • Families with complex issues: Heather Martin specializes in more challenging cases, including oral restrictions (tongue/lip ties), milk supply concerns, and bottle-feeding issues.
  • Parents seeking personalized attention: The concierge model caters to clients who prefer a high level of personalized care and support beyond what a typical insurance-based practice might offer. 
Services and revenue streams
Beyond the Breast generates revenue through a fee-for-service model for its comprehensive lactation and feeding support services. 
  • Lactation consultations: Includes feeding assessments, customized care plans, and follow-up support via phone or email.
  • Pumping and flange fitting: Assists parents who need to express milk, especially when preparing to return to work.
  • Prenatal breastfeeding education: Prepares expectant parents with the knowledge and tools for a strong start to breastfeeding.
  • Specialized consultations: Addresses complex feeding issues such as oral restrictions and low milk supply.
  • Flexible payment options: Accepts HSA and FSA cards and offers flexible payment plans, with the client responsible for seeking any insurance reimbursement. 
Operations and branding
  • Personal brand: The business is heavily centered around Heather Martin’s personal expertise, compassionate approach, and experience as a mother of seven.
  • Collaboration: A key operational strategy involves collaborating with other maternal health professionals in the Fort Worth area, including The Irenic Place.
  • Marketing: The business uses its website, social media (like Instagram), and testimonials to build brand trust and reach new clients.
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203 E. Oak St
Aledo
Texas
76008
United States
682) 738-6455
Website