To celebrate motherhood at every step through positive articles and inspiring beautifully shot pictures. To be the reader’s friend and hold her hand through the most trying times. To devote time and energy (which the pregnant woman or new mother does not have) to get experts advice, be on the cutting edge of baby product news, and give it to the mother in an easy-to-read format. To make the mother feel like she belongs to a mum’s club, which offers personal insights from other mothers instead of being coldly clinical. To be the quick, one-stop consultant for everything to pregnancy, birth and child care.