Building Minitoe's End-to-End Digital Ecosystem
From a Startup Dream to a Nationwide Maternity Photography Brand
About the Client
Minitoe, a brand under Photorooster Studios LLP, was founded in 2017 by Mr. Michael, a former Sales Manager at Koshy’s Group of Institutions, Bangalore. After a decade in management, Michael decided to pursue his passion — building a brand dedicated to maternity and newborn photography. What started as a small team of 3–4 employees soon grew into one of India’s most recognized names in maternity photography, now with customized studios inside major hospitals across India.
The Challenge
The existing manual systems couldn’t keep pace with the brand’s rapid growth. Michael needed a centralized digital ecosystem — one that could handle leads, operations, and analytics seamlessly.
As Minitoe began scaling, operational challenges emerged:
- ▶Tracking clients and photoshoot leads across multiple photographers
- ▶Managing production and delivery of customized products like frames, photo albums, and castings
- ▶Monitoring the performance of photographers, editors, and production units
- ▶Maintaining customer engagement without continuous manual intervention
Our Approach
When Minitoe partnered with Appeonix Creative Lab, our goal was clear: to build a complete CRM and mobile ecosystem that would bring Minitoe’s entire business — from enquiry to delivery — under one smart platform.
We began with a basic CRM to track leads and client details. Over the years, as the business evolved, we continuously upgraded and expanded the system into a fully integrated business intelligence platform.
Technology stack
- ▶Mobile App: Flutter (Android & iOS)
- ▶Backend: Laravel + HTML
- ▶Database: MySQL
- ▶Web Frontend: Next.js
The Solution
Appeonix Creative Lab developed a multi-layered digital infrastructure including:
1. CRM System
A powerful, custom-built CRM that manages:
- ▶Client lifecycle: from cold enquiries to confirmed orders and deliveries
- ▶Photographer & editor performance tracking
- ▶Product sales insights (most-selling, least-selling, delayed, or fast-moving)
- ▶Departmental efficiency analysis (production, editing, delivery timelines)
- ▶Automated reporting and visual analytics with graphs, pie charts, RAG indicators, heatmaps, and data tables
2. Mobile App for Field Teams
A Flutter-based mobile app for photographers and sales staff to:
- ▶Capture leads instantly from hospital locations
- ▶Update client data in real-time
- ▶Convert leads into confirmed orders seamlessly
3. Automation & Integration
- ▶WhatsApp automation for instant customer engagement
- ▶Facebook app integration to capture leads directly from Meta ads
- ▶Automated follow-ups and reminders for clients and internal staff
4. Production & Product Management
The CRM was upgraded to handle Minitoe’s new customized product division, managing:
- ▶Casting, photo frames, and premium keepsake products
- ▶In-house production workflows and order tracking
The Impact
Today, in 2025, Minitoe stands as a nationwide leader in maternity and newborn photography, with tie-ups across almost all major hospitals in India and a dedicated studio setup inside each partner hospital.
The CRM and mobile ecosystem built by Appeonix Creative Lab empower Michael and his team to:
- ✓Identify operational bottlenecks instantly
- ✓Monitor business performance digitally
- ✓Generate real-time insights into sales, production, and customer satisfaction
The system operates as Minitoe’s digital backbone, supporting its ongoing growth and innovation.
What’s Next?
Appeonix Creative Lab is now partnering with Minitoe to build a new e-commerce platform integrated with the CRM, enabling them to sell products directly to non-maternity customers. This opens Minitoe’s market to a wider consumer audience, allowing anyone to become a Minitoe customer — not just those who had a photoshoot.
With this expansion, Minitoe continues to evolve from a photography brand into a comprehensive lifestyle and memories brand, powered by Appeonix’s technology and innovation.
Conclusion
From a small startup in Bangalore to a nationwide brand, Minitoe’s journey is a testament to how vision, technology, and persistence can transform an idea into an empire.
At Appeonix Creative Lab, we take pride in being part of that transformation — delivering digital solutions that don’t just manage business, but accelerate growth and innovation.