🌱 Sarah battles the pesky issue of hair fall, trying every shampoo in the aisle to no avail. Even grandma's 'magic' remedies seem to have lost their charm!

💧 Jai's scalp feels as dry as the Sahara. Despite diving into the world of moisturizing products, his scalp still resembles a flaky desert landscape.

👑 Meet Rahav, who's facing the crown baldness, feeling like his hair's playing a disappearing act at the back of his head

🕰️ Time-poor Aman juggles work, life, and...hair problems! With no time to sift through countless products, he needs a hassle-free fix for his hair concerns.

Introducing Traya.health, where hair care meets expert guidance in a fun, personalized way!

Imagine waking up to a world where your hair troubles are solved with a simple hair test!

Take our hair test and unveil a tailored treatment plan that’s as unique as your hair.

Traya blend Ayurveda, dermatology, and nutrition into a magical concoction just for you!

But wait, there's more! Say hello to your personal hair coach—a guide through thick and thin, quite literally! Got questions? Doubts? Fret not! They’re just a call away.

And that’s not all! Along with a hair coach you get a diet plan, designed to keep you in top form! Cause it's not just the scalp it the gut from where everything starts.

Here’s the fun part! to keep you consistent with the treatment plan Traya's have a streak feature or consistency calendar. Where you have to log all the treatment product usage and the diet and voila! Keep the streak going, and watch those reward points flow in like a shiny, healthy mane!

What is Traya?

Traya is a health-tech startup that provides expert hair care solutions for all hair and scalp-related problems. The company combines the goodness of three sciences, Ayurveda, dermatology, and nutrition, to provide a holistic approach to hair loss treatment.

What is Traya's Core Value Prop?

• Identifying the root cause of hair loss and providing personalised treatment.
• Deliver visible hair growth results and change the way a hair fall solution is approached
• Traya helps make hair healthier by using Ayurveda, Dermatology, and Nutrition.
• Goals include reducing hair damage, promoting healthy hair, improving scalp health, controlling hair fall, and encouraging hair regrowth
• With medical professionals and advanced AI technology.

Ideal Customer Profile

How do users currently experience the core value prop?

Users currently experience the core value proposition of Traya Health through a seamless and personalised journey:

1. Initial Assessment: Users start by taking a comprehensive hair test, providing Traya with crucial insights into their hair and scalp condition.
2. Personalised Treatment Plan: Based on the assessment, users receive a tailored treatment plan that includes a variety of specialised products, such as shampoos, serums, vitamins, and oils. This plan addresses their unique hair and scalp concerns.
3. Dedicated Support: Users are paired with a dedicated Hair Coach who guides them through their personalised treatment plan. They can easily schedule calls with their coach for any queries or additional support needed during their journey.
4. Comprehensive Wellness Approach: Traya emphasises holistic care by providing users with detailed diet plans that complement their hair care regimen. This approach aims to enhance overall health and promote better hair growth.
5. Tracking Progress and Rewards: Users can log in daily to mark their routine activities, such as product usage and diet adherence, in the app. By maintaining consistency and streaks, users earn reward points, motivating them to stay committed to their hair care routine.
6. Continuous Improvement: Traya's approach involves continuous monitoring and adjustment to ensure the treatment plan evolves based on the user's progress and changing needs.

What is the natural frequency of the core value prop?

Traya offers a comprehensive hair care treatment kit on a monthly basis. This means that when you purchase the kit, you receive a selection of products designed to last for a month only.

So the natural frequency of Traya's is monthly.

Do they have other sub-products?

Traya specialises in personalised hair fall treatments as its core service. By conducting a hair fall test, they create custom solutions to tackle hair loss.

Alongside this personalised approach, they also offer various hair care products like shampoos, conditioners, serums, and vitamins that customers can buy separately to complement their treatments.

What is the best engagement framework for your product?

For Traya we will go with the frequency engagement framework.

This framework is chosen because it focuses on the regularity and consistency of user interaction within the Traya ecosystem, emphasising three key aspects:

Consistency for Results: Frequency refers to the consistent use of prescribed products, adherence to the recommended diet, and regular engagement with the Hair Coach. Regularity in these activities is crucial for seeing visible results in hair health and addressing scalp concerns effectively.

Habit Formation: By encouraging users to maintain a consistent routine. Traya aims to help users form positive habits. Consistency over time helps users integrate these practices into their daily lives, making it a habitual part of their routine.

Value Addition for Users: When users stick to the routine and stay engaged, they're more likely to see real improvements in their hair and scalp health. This means they'll really see the value in what Traya offers and it becomes part of their lifestyle.

Define

What actions make someone an active user on Traya?

An active user on Traya is someone who takes the hair test and buys their first treatment kit. That's the important step that shows they're starting their journey with Traya and taking action to improve their hair health.

Segmentation

Engagement Campaigns

Campaign 1: Core to Power User Conversion

Segment: Core Users

Goal: Appreciate and Encourage users to be consistent with the treatment.

Frequency: once a day. This will be a progress report kind of communication, encouraging them to be consistent.

Channel: Primary - Push notification, Secondary - WhatsApp

Pitch / Content: Emphasize the benefits of consistency in product usage.

• Hey! Have you taken your vitamins today? Your log seems incomplete. Log your vitamins now and collect your well-deserved reward!
• You've completed 55% of your treatment today, just 45% more to go! You still have time to reach your goal. Keep going and stay consistent for fantastic results!

Timing: In the evening, so the user gets the time to complete the rest of the treatment

Success metrics:

1. increase in the number of users opening and logging in the progress on the app
2. Increase in the number of users earning the rewards
3. Increase in the % of the user consistent
4. Increase in the number of power user

Campaign 2: Core to Power User Conversion

Segment: Core Users

Goal: Encourage deeper engagement with the hair coach and progression to Power User status

Trigger: After a user completes their 2-week mark of using the treatment kit and hasn’t done a call with the coach.

Channel: Primary - Push notification, Secondary - WhatsApp

Pitch / Content: Emphasize the benefit of engagement with a dedicated Hair Coach for visible results.

• Your Hair Coach is waiting! Don't miss out on valuable guidance and support. Connect with your Hair Coach now for personalized insights and a better hair care journey!
• Hi there! We're thrilled you've begun your haircare journey with Traya! To maximise your progress, why not schedule a call with your Hair Coach? They're eager to tailor the perfect plan for your hair goals. Let's embark on this journey together! Book your call now. 📞

Frequency: Weekly once if they haven’t done the call with the coach.

Timing: we will keep the timing around weekend mornings, understanding that most of the people are free on weekends and actually focus on self-care.

Success metrics:

• Increase in the number of users who have done or scheduled the call with the coach?
• Increase in the DAU

Campaign 3: Casual User Conversion to Core User

Segment: Casual Users

Goal: Encourage regular usage and commitment to the treatment plan.

Trigger: The user has purchased the individual product, without a hair test.

Pitch/Content: Emphasise the benefits of using the product with the help of experts and understanding the reason for your hair fall.

• Discover the 'why' behind your hair concerns. Take our hair test to uncover the root cause before diving into solutions. Understanding is the first step towards effective care. Start now for a holistic approach to healthier hair!"

Frequency: Bi-weekly reminders for casual users who have shown interest but have yet to commit.

Timing: Send on weekends or days users tend to explore new routines.

Success Metrics:

• Conversion rate from casual to core user,
• Increase in hair test sign-up
• Increase in the treatment kit purchase

Campaign 4: Converting Casual Users to Core Users

Encourage casual users to embrace consistency for better results and commit to Traya's holistic approach to hair care.

Pitch/Content: Highlight the transformative power of consistency in achieving long-term hair health goals.

Offer: guidance on building a consistent routine, demonstrating the benefits of commitment.

Communication Channels: Push notifications, Email newsletters, and in-app reminders.

Frequency: Weekly emails for a month focusing on consistency's impact on results.

Timing: Deliver messages on weekdays, aligning with potential routine review times.

Success Metrics: Increased engagement with the routine tracking feature, enhanced product usage frequency among targeted users.

Example Pitch/Content:

Subject: "Consistency Unlocks Results! Let's Make it a Habit 😊"

"Hey there,

Did you know that consistency is the secret ingredient to vibrant, healthy hair?

Committing to your routine ensures that every step contributes to your goal.

From using the right products to following a balanced diet, consistency is your key to unlocking remarkable results.

Together, let's transform your hair health journey!

Stay consistent, stay amazing!

Best regards,

Traya Hair Care Team"

Retention

Bird’s eye view

Traya Health, a hair care startup, has raised a total of $2.79 million in funding over two rounds from nine investors.

The company's revenue as of March 31, 2022, was $1.12 million, with a net profit of -$582K

In December 2022, the brand started selling on Amazon India, where its hair vitamin product is one of the best-rated products, resulting in a revenue of INR 30 Lakh

The company claims and to have treated more than 2 Lakh Indians since its inception in 2019.

Some App Statistics:

App store rating - 4.5 rating

Play store ratings and reviews - 4,.3 ratings & 14K reviews

Download - 1 million+

Research

According to a LinkedIn post by Startup Pedia, Traya has a retention rate of 80% which is much higher than the average industry rate.

The retention rate for the average health and fitness app in India is not explicitly available. However, the retention rate for the average health and fitness app globally was 37% on the first day, dropping to 9% by day 28 in 2022. By seeing this Traya has a much better retention rate.

Traya's retention rate is 80% in the first month, Traya claims that users start seeing results in 5 to 6 months. since the natural frequency is monthly for Traya we will calculate the retention on a monthly basis.

There could be multiple reasons for user drop-off.

• Delayed Results: Users expecting quicker outcomes than the promised 5-6 months might get discouraged and drop out.
• Inconsistent Support: Reviews mentioned on the app and Play Store say that Hair Coaches not consistently available or responsive could be a reason to lead to dissatisfaction and attrition.
• Complex Regimen: users might struggle to maintain consistency.
• Competition: The availability of other solutions promising faster results could entice users to switch before seeing Traya's intended outcomes.
• Generic Approach: If the treatment doesn't feel personalised, users might question its effectiveness, impacting their commitment.

let's consider a 10% user drop every month, which would be approximately 46.656% in the 6th month.

1. List the months: 1 to 6
2. The starting retention rate: 80%
3. The drop in retention rate(Hypothetical): -10%

Month 1: 80%

Month 2: 80% - (80% * 10%) = 72%

Month 3: 72% - (72% * 10%) = 64%

Month 4: 64% - (64% * 10%) = 57.6%

Month 5: 57.6% - (57.6% * 10%) = 51.84%

Month 6: 51.84% - (51.84% * 10%) = 46.656%

The retention rate for Traya's hypothetical scenario, where there is a 10% user drop every month, would be approximately 46.656% in the 6th month.

Source:

• https://www.linkedin.com/posts/trayahealth_if-you-are-a-linked-in-connect-i-hope-you-activity-6917753351103242240-WybI/
• https://www.businessofapps.com/data/health-fitness-app-report/

Microscopic view 🔬

Which ICPs drive the best Retention?

Isha's social lifestyle and her focus on appearance suggest that she will prioritise addressing hair fall and dandruff concerns more actively. Her active engagement on platforms like Instagram and her shopping habits indicate an interest in self-care and appearance enhancement. As an unmarried working professional in her late twenties, maintaining a positive appearance could be an essential aspect of her lifestyle.

Which channels drive the best Retention?

1. App Engagement: Traya's own app can be a powerful retention tool. Regular use of the app for product usage tracking, accessing hair care routines, connecting with Hair Coaches, and receiving personalised recommendations can significantly enhance retention.
2. CRM Channels: such as Push notifications, in-app messages, or WhatsApp can be effective for tailored updates, reminders, and progress tracking. Personalized communication fosters engagement and encourages users to stay committed.
3. Consistency Reward Program: Encouraging users to be consistent in the treatment journey by maintaining the streaks and giving rewards.
4. Content and Education: Blogs, newsletters, or video content focusing on hair care tips, user success stories, scientific insights, and updates about the industry can engage users outside the app, keeping them informed and interested in the brand.

What sub-features or sub-products drive the best retention? 🔍

1. Personalised Hair Coach: This feature provides direct, personalised guidance and support to users, addressing their queries, offering advice, and monitoring progress. The human touch and dedicated support significantly contribute to user engagement and commitment to the treatment plan.
2. Progress Tracking Feature: Allowing users to log their daily product usage helps in creating a routine and discipline. This feature ensures consistency and also serves as a visual reminder of the user's commitment to their hair care journey, thereby boosting retention.
3. Customised Diet Plan: A detailed diet plan tailored to complement the hair care regimen adds value beyond the product offerings. It simplifies the user's daily routine by providing structured guidance on meals. It also helps with the age-old question of 'What should I have today? 😄
4. Rewards for Consistency: Implementing a rewards system for maintaining streaks or consistency in product usage and following the plan encourages habit formation. This gamification aspect creates a sense of achievement and motivates users to stick to their routines, thereby driving retention through habitual behaviour.

Top Reasons for Churn

Voluntary Churn

• Didn't Like the Experience: Some users left because they didn't enjoy using the products or had a bad time with Traya.
• Didn't See Results: If they didn't notice any improvements in their hair, they might stop using Traya.
• Unhappy with Support: Users might leave if they didn't get good help or answers when they needed them.
• Switched to Something Better: They found other options that seemed to work better or were cheaper.
• No Need Anymore: Some folks stopped using Traya because their hair got better, they don't need it anymore.
• Hair Coach - They are facing challenges in reaching out to the hair coach, The hair coach is not calling at the scheduled time, and not giving satisfactory answers.

Involuntary Churn (External Factors):

1. Money Problems: facing financial issues, it is hard for some people to keep buying Traya's products.
2. Moving or Not Available: If someone moved to a new place where Traya doesn’t deliver or isn't available, they might have to stop using it.
3. Doctor's Advice or Medication: Doctors might have told them to stop using Traya because of other medicines or health reasons.

Negative Actions to Look Out for

1. Reduced Engagement: Drop-in active users, users who were highly active on the app have started spending less time on the app.
2. Decreased Product Usage: A noticeable decline in the usage frequency or irregularity in logging product usage.
3. Complaints or Queries: Increased queries or complaints to customer support regarding dissatisfaction.
4. Non-Responsiveness: Users might stop responding to outreach efforts, messages, or offers from Traya, indicating a lack of interest or engagement.
5. Change in Behaviour: Any sudden shift in behaviour, such as ignoring reminders, not following the routine.
6. Feedback or Reviews: Negative feedback or reviews, especially if they escalate or become more frequent, can signal dissatisfaction and potential churn.
7. Unsubscribing from channels like Email, WhatsApp and paused Push notifications.
8. Abandoned carts: The user adds items to their cart but then abandons the cart without making a purchase.

Keeping an eye out for these signs, Traya can reach out, offer help, and try to make things better before a user decides to leave for good.

Power Users to Core Users:

• Spending less time on the app.
• Broken Streaks
• Irregularly in logging the product usage

• Reduced interaction with the Hair Coach.
• Trying fewer Traya products or features.

Core Users to Casual Users:

• Irregular app usage and routine.
• Less seeking help or using app features.
• Neglecting progress tracking.
• Not logging the product usage
• Not following the diet

Casual Users in Danger of Churning:

• Decreased App Visits
• Rare or infrequent usage of Traya's products
• Ignoring reminders, offers, or communication from Traya could indicate disinterest or an intention to leave.

Resurrection Campaigns

Campaign 1

Segment: Power Users to Casual Users

Trigger: Decreased app usage, irregular product logging, or reduced interactions with the Hair Coach.

Situation: When a Power User's activity declines significantly over a specific period, indicating a shift towards being a Casual User.

Pitch/Content: Highlighting the benefits of consistent usage, offering double reward points and one chance to restore streaks within 24 hours.

Communication Channels: Push notifications, in-app notifications, and WhatsApp messages.

Frequency: Bi-weekly communications for a month following decreased activity.

Timing: Timely messages during evenings or weekends when users have time to reflect on self-care.

Success Metrics:

1. Higher open and click rates on the campaign
2. Restored streaks within the given timeframe.
3. Increased app open rates
   

Content:

1. Hi User name, Your hard-earned streaks are slipping away. Act now! Restore within 24hrs and earn double reward points.🎉

Campaign 2

Segment: Core Users at Risk of Becoming Casual Users

Trigger & Situation:

• Trigger: Decreased interactions with the Hair Coach, irregular app usage, or reduced adherence to the routine.
• Situation: Core Users showing signs of losing consistency, potentially transitioning towards a more casual approach.

Pitch/Content: Emphasise the value of consistency in achieving hair goals, remind them of their progress, and encourage re-commitment to the routine.

Offer: Encourage without offering discounts; emphasise the intrinsic value of staying consistent.

Communication Channels: Personalised email from the Hair Coach and in-app notification.

Frequency: Weekly communications for a month following decreased interaction.

Timing: Deliver messages during weekdays, around the high open rate time (tracked from the past campaign)

Success Metrics: Response rates to the message, increased interaction with the Hair Coach, and enhanced adherence to the routine.

Content:
Hi [User's Name],

We've noticed a little pause in your hair care routine lately.

As your coach i care about your progress and wanted to share something crucial – consistency is the magic ingredient!

Your regular efforts have brought awesome results, like [mention a specific improvement]. Let's keep that momentum rolling!

Every step in your routine is like a brick in your dream hair wall. Missing one weakens the structure.

Let me know if you require any help I'm here to guide and cheer you on.

Let's get back on track and achieve those hair goals!

Take care,
[Hair Coach's Name]

Campaign 3

Segment: Users Facing issues with hair coach and raising support tickets, giving bad reviews

Trigger & Situation:

• Trigger: Users raising support tickets due to challenges in reaching or communicating with the Hair Coach, unsatisfactory responses, or missed scheduled calls.
• Situation: Users feeling dissatisfied or facing difficulties with the Hair Coach interactions.

Pitch/Content: Acknowledge their concerns, apologise for the inconvenience, and assure them of improved support with a dedicated focus on resolving their issues.

Offer: Assurance of improved communication and support, highlighting a specific timeframe for enhanced responsiveness.

Communication Channels: Email, in-app messages, and personalised call-backs.

Frequency: A one-time immediate response followed by bi-weekly updates until the issue is resolved.

Success Metrics:

• Reduction in the number of open support tickets for coaching issues
• Increase in +ve ratings on app & play store

Content:

Hi [User's Name],

We sincerely apologise for the challenges you've faced in reaching out to your Hair Coach.

Your experience matters, and we're committed to making it right.

We've heard you! Our team is working diligently to ensure improved communication and timely responses.

Expect a dedicated callback within [specific timeframe] to address your concerns personally.

Your hair journey is our priority, and we're dedicated to resolving this for you. Thank you for your patience and trust in Traya.

Best regards,
Traya Support Team

Campaign 4

Segment: Casual to Churn user

Trigger & Situation:

• Trigger: Users not purchasing the next month's treatment kit, showing potential intent to discontinue or explore other options.
• Situation: Users might be evaluating whether to continue with Traya or seek alternatives.

Campaign Strategy:

Pitch/Content: Express gratitude for their trust, showcase their progress, and offer a 15% discount as a token of appreciation.

Offer: 15% discount on their next month's treatment kit.

Communication Channels: WhatsApp message

Frequency: A single message after a user has missed purchasing the next month's kit.

Timing: Send during the weekend in the morning around 10 am to 11 am

Success Metrics:

1. Redemption rate of the discount,
2. Increase in order and AOV
3. Higher CTR on the campaign

Content:
"Dear [User's Name],

Thank You for Trusting Traya!

Your progress has been incredible, and we're thrilled to be part of it.

To show our appreciation, here's an exclusive 15% discount on your next month's treatment kit.

We're dedicated to continuing this success story together!

With Traya, you've achieved [highlight a specific improvement or milestone, e.g., stronger hair, reduced hair fall], and there's more to come! Let's keep your hair goals thriving.

We're excited to see more milestones together!

This campaign aims to express gratitude, reinforce their achievements, and entice users to continue their journey with Traya by offering a discount, potentially nudging them back into the treatment program.

Campaign 5

Segment: Users Dissatisfied with Results after 3 Months

Trigger & Situation:

• Trigger: Users expressing dissatisfaction or raising concerns about results after three months of usage.
• Situation: Users feeling dissatisfied or disappointed with the outcomes of the treatment.

Pitch/Content: Acknowledge their concerns, empathise with their expectations, offer personalised doctor consultations, and manage expectations about timelines.

Offer: Personalised free consultations with Traya's doctors to understand specific concerns

Communication Channels: Email, in-app messages, and personalised call-backs.

Frequency: Immediate acknowledgement followed by a scheduled consultation within a specific timeframe.

Timing: Immediate acknowledgement followed by scheduled consultations during the user's preferred contact hours.

Success Metrics:

• Improved user satisfaction ratings,
• Increased positive feedback following consultations
• User retained after consultation

Content:

Hi [User's Name],

We understand your frustration about not seeing the expected results after three months.

Your satisfaction is vital to us, and we're here to assist.

To address your concerns comprehensively, we're offering a free personalised consultation with our doctors.

Let's understand your unique situation together.

Expect a scheduled call within [specific timeframe].

Sometimes achieving the desired results might take a bit longer, and our specialists are here to guide you through this journey.

Thank you for your trust in Traya.

Best regards
Traya Support Team

This campaign aims to acknowledge user dissatisfaction, offer personalised doctor consultations, and manage expectations regarding the treatment duration to improve user satisfaction.