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• 🎤 Kick off the weekend with some solo Keith Richards.

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Today's newsletter is 806 words — a 3-minute read.

With little cash and no coding background, femPAQ founder April Roy used AI to build an online women’s health platform in less than 90 days. She’s hoping it will draw shoppers to her $1.97 period kits at Walmart.

Why it matters: Roy’s approach shows how a small brand can use AI to develop sophisticated digital marketing and compete for consumer attention.

• The app also gives customers health information that extends beyond the pad, tampon and wipe inside femPAQ’s Walmart kit.

State of play: Fayetteville-based femPAQ launched its web app, femPAQ Health, this month.

• It includes menstrual cycle tracking and tools for maternal blood pressure, IVF, perimenopause and GLP-1 tracking, Roy said.
• Its "My Twin" feature lets younger users create an avatar and ask questions about periods and health.
• The free app pairs with a QR code and femPAQ’s Walmart kits to reach customers.

How it works: Users younger than 13 need a parent to verify their account through an emailed link, Roy said.

• Parents can receive alerts tied to crisis language and limited topic summaries intended to prompt conversations with their children; however, parents cannot read a child’s full conversations, she said.
• Roy describes My Twin as a personal health guide, not a replacement for medical care or family conversations.

By the numbers: The kits were stocked in 484 Walmart stores across 46 states as of Aug. 3, Roy said. The company reported 2,115 units sold year to date.

Flashback: Roy started femPAQ in 2018 and moved it to Northwest Arkansas in 2021.

• At the time, femPAQ largely sold $7.99 emergency period kits in bulk to schools, hotels and other organizations.

Zoom out: FemPAQ expanded its product line rather than replacing its larger kits with the $1.97 Walmart version.

What’s next: Roy is collecting feedback from parents and hopes to show that the platform can benefit Walmart customers while drawing attention to femPAQ’s kits.

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The Benton/Washington Regional Public Water Authority is asking its customer utilities to restrict lawn watering as storage at its Decatur facility falls about 3 feet a day, general manager Scott Borman tells Axios.

Why it matters: The authority could limit water use to household needs within days unless demand eases, Borman says.

Context: The authority sells wholesale water to 17 systems serving communities including Bella Vista, Centerton, Decatur, Gentry, Gravette, Highfill, Lincoln, Pea Ridge, Prairie Grove and Tontitown.

• Beaver Water District supplies Bentonville, Fayetteville, Rogers and Springdale.

By the numbers: BWRPW customers used 193.58 million gallons during the first 10 days of August, putting the authority on pace to sell about 600 million gallons this month, per an email Borman sent to the group Tuesday.

• The authority's stated monthly pumping capacity is about 621 million gallons.
• Pumps supplying the Decatur facility are limited to about 19 million gallons per day, Borman says.

State of play: Borman suggested the cities establish mandatory odd-even lawn watering between 5am and 7am, along with restrictions on filling outdoor swimming pools and a moratorium on installing sod.

Reality check: Beaver Lake remains in good condition, Borman says. The concern is the authority's ability to move enough treated water and refill storage during peak demand.

The other side: Trish Ouei, spokesperson for Beaver Water District, said there were no concerns for NWA's largest cities right now, but urged residents to be good stewards of water resources.

What's next: A new transmission line and pump station for BWRPW is expected to be working next summer, Borman says, which will increase capacity.

💧 Centerton plans to issue about $16.6 million in revenue bonds to improve its water and sewer infrastructure. (Northwest Arkansas Democrat-Gazette)

🐶 Arkansas' first veterinary school is open. The Arkansas State University College of Veterinary Medicine in Jonesboro has its first cohort of 122 students. (Arkansas Democrat-Gazette)

✈️ The Northwest Arkansas National Airport is applying for a federal loan for a new concourse that it plans to start construction on this fall. (Arkansas Advocate)

Get out this weekend.

🎈 Soar NWA — The hot air balloon festival includes tethered rides, helicopter rides, live music, food and a car exhibit.

• 5pm-10pm Friday and Saturday at the Benton County Fairgrounds. Get tickets ranging from free to $35.

🎤 Live music — Lil Wayne is performing with 2 Chainz at 8pm Sunday at the Walmart Arkansas Music Pavilion in Rogers. Get tickets.

🎷 Sunset Sunday — Enjoy free live jazz and an art market at the downtown Bentonville square from 5pm-8pm Sunday.

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Thanks to Larry Graham for editing this newsletter.

🗳️ Alex is reading about the Democratic party's old guard being voted out.

📰 Worth is reading "Haberman: 70% of Trump's brain on monuments."