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A tag line is a really really important part of your branding… I would look at it a bit more scientifically. First you should create your positioning statement and then choose something very memorable that sums it all up.

Your pos statement is two or three lines that describes:

1. What you do
2. Who you do it for
3. Why it’s useful
4. What is the unique benefit to customers

So – Mums Delivery is an online database that simplifies the search for delivery based firms relevant to the “at home, mobility impared or new mother” market. It provides a quicker, easier, centralised place that saves precious time – or whatever you decide.

From there you need to decide what is the essence of that statement.

In essence you make convenience more convenient.