Mastering User Acquisition: Ultrahuman

Understanding the Product

🍉 Elevator Pitch

🍍 Are you tired of the same old fitness apps that offer generic advice and don't consider your unique needs? Say goodbye to guesswork and hello to a data-driven approach to your lifestyle.

🍍 Enter Ultrahuman - Welcome to the world's most advanced metabolic fitness platform 💯 It’s the ultimate dashboard for your body and Google Maps for your health! With Ultrahuman, you'll embark on a truly personalised wellness journey like never before.

🍍 Imagine having a coach who understands your body on a deep, individual level 🤯

Our platform offers unparalleled personalization, tailoring its recommendations to your specific goals and metabolic profile. It's like having a dedicated coach by your side, guiding you every step of the way and providing real-time insights into your body's unique needs. Just like Google Maps guides you to your destination, Ultrahuman navigates you towards optimal health 🔥

🚨 Don't just settle for generic advice that doesn't consider your unique needs. Join the UltraHuman community and unlock the power of the world's most advanced metabolic fitness platform.

👀 About Ultrahuman

🏆 Value Proposition

🍍 Ultrahuman offers a compelling value proposition through its innovative products, the Ultrahuman M1 and the Ultrahuman Ring.

🍍The Ultrahuman M1 serves as a continuous metabolism tracker, providing deep insights into metabolic patterns and how they are influenced by food and physical activity.

🍍Users gain a comprehensive understanding of their metabolic health and receive personalized AI-driven nudges, access to performance coaches, and unique software features like fuelling zones and vectors. This empowers individuals to make informed lifestyle decisions and improve their metabolic fitness over time.

🍍 Complementing the M1, the Ultrahuman Ring is a cutting-edge wearable that tracks movement, sleep, and the body's energy dynamics. It offers real-time recommendations to balance and take control of one's health. Additionally, the integration of the circadian clock factor is a game-changer.

🍍 By linking insights from the Ring's sensors to real-time glucose levels, Ultrahuman enables users to make actionable connections between glucose variability and lifestyle events. Factors such as stress levels, sleep quality, and activity levels can be identified as triggers for fluctuations in glucose levels. By leveraging preventive healthcare technology and fostering a learning community, Ultrahuman is shaping the future of metabolic health.

🎯 What does Ultrahuman solve for?

🍍 By focusing on metabolic health, it provides invaluable insights into our bodies, enabling us to proactively solve issues before they even arise. Whether it's weight loss, managing HBA1C levels, or understanding our bodies backed by data, Ultrahuman empowers us to take charge of our well-being.

🍍 Moreover, it optimizes performance and aids in recovery, allowing users to achieve their fitness goals. With Ultrahuman, all our vital data is conveniently consolidated in one place, eliminating the need for multiple gadgets to track individual biomarkers. By analysing the correlation between activities and glucose levels, Ultrahuman offers a comprehensive understanding of how your lifestyle choices impact your health. With Ultrahuman, users can unlock the potential of their bodies and live healthier, more informed life.

🧬 Understanding ICP’s

👫 ICP Identification

⭐ ICP Prioritization Framework

🌍 Understanding the Market

🔬 Market need analysis (CGM & Smart Rings)

🍍 In recent years, there has been a significant increase in awareness regarding the importance of health monitoring, particularly for individuals with chronic conditions like diabetes.

🍍 People are becoming more conscious about their health and are actively seeking tools and technologies that can provide them with real-time data and insights to manage their conditions effectively.

🍍 As a result, the demand for CGMs and smart rings, which offer continuous monitoring of glucose levels and other health metrics, respectively, has witnessed a notable surge.

🍦 Market analysis- Continuous Glucose Monitoring Devices (CGM’s)

🍍 The Global Continuous Glucose Monitoring Devices Market is valued at USD 5.53 Billion in 2022 and is projected to attain a value of USD 12.39 Billion by 2030 at a CAGR of 10.60% during the forecast period, 2022–2028.

🍍 The continuous glucose monitoring devices market is a rapidly growing industry that is expected to continue its growth trajectory in the coming years. Continuous glucose monitoring (CGM) devices are used to measure and monitor glucose levels in real-time and provide valuable information to individuals who want to improve their Metabolic health and well-being, reverse diabetes, healthcare professionals, and bio hackers.

🍍 Having said that, there are some significant constraints and gaps to be filled in this sector such as: <🔎 Source >

👉 High cost
👉 Limited reimbursement
👉 Inaccuracies
👉 Lack of awareness
👉 Technical issues
👉 Regulatory barriers
👉 Competitive landscape

📖 Awareness Gap

🍍The CGM market has undergone a significant evolution, moving beyond its traditional focus on individuals with diabetes or pre-diabetic conditions. Previously, obtaining a CGM required a medical need and a doctor's prescription. However, with the emergence of digital health startups, the landscape has started to change completely.

💥 Market Evolution (ICP 2 - Tech enthusiasts)

👉 Access to cutting-edge health monitoring: CGMs represent the latest advancements in wearable health technology. For tech enthusiasts, the opportunity to use and explore these advanced devices aligns with their passion for staying on the forefront of technology trends.

👉 Start-ups in the health tech space are disrupting how legacy CGMs work. This data can now be integrated with smartphones and other smart devices, allowing tech enthusiasts to access and analyze their glucose data alongside other health and fitness metrics. They can use this integrated data to make correlations, identify trends, and uncover insights that will help them optimize their metabolic health while also influencing their decisions to try new products.

👉 CGMs can provide personalized feedback and recommendations based on the collected data. Tech enthusiasts can receive insights on how to improve their nutrition, manage stress, enhance sleep quality, and optimize their daily routines for better health outcomes.

👉 Quantified self-movement: Tech enthusiasts who are part of the quantified self-movement can leverage CGMs as another tool in their arsenal of self-tracking devices. They can gather and analyze glucose data alongside other biometric information, further enhancing their understanding of their body's responses and making data-informed decisions.

👉 Performance optimization: For gadget freaks with an interest in sports and athletic performance, CGMs can be used to monitor glucose levels during exercise and training sessions. This information can help them fine-tune their nutrition and optimize their performance, allowing them to reach their fitness goals more effectively.

💍 Market Analysis - Smart Ring

🍍Global Smart Rings Market was worth at US$ 125.60 Million in 2022 and is expected to reach US$ 747.41 Million by the end of 2030, with a CAGR of 25.8% between 2022 and 2030.

🍍The smart ring wearables market is rapidly evolving with advancements in technology and increasing consumer interest in wearable devices. Smart rings offer a compact and stylish form factor, incorporating various features and functionalities.

🍍 Additionally, smart rings include features like monitoring sleep patterns and quality, recovery scores and post-activity recovery levels, activity tracking, heart rate monitoring, stress tracking, and compatibility with other devices, enabling biohackers and tech enthusiasts to optimize their health, track their progress, and integrate data for a holistic approach to wellness.

🍍 Having said that, there are some significant constraints and gaps to be filled in this sector such as:
👉 Limited battery life.
👉 Not compatible while performing heavy workouts with barbells/dumbells
👉 Data inaccuracies due to form factor.
👉 Data inaccuracies due to choosing the wrong size.
👉 Slow iterations in the firmware upgrades.
👉 Data privacy and security.
👉 Customizability and personalization.
👉 Limited display and input options.
👉 Competitive landscape.

📖 Awareness Gap:

🍍 The awareness gap for smart rings lies in the limited understanding and awareness of their potential benefits and capabilities among the general population, Many people may not be aware of the range of features offered by smart rings, such as sleep tracking, recovery monitoring, and integration with other health and fitness platforms.

🍍 There is a need to educate and create awareness about the advantages of smart rings in optimising health, tracking performance, and providing personalized insights. Additionally, some potential users may not be aware of the variety of options available in the smart ring market. Closing this awareness gap would involve targeted marketing, educational campaigns, and showcasing real-life use cases and testimonials to highlight the value and potential of smart rings for biohackers, tech enthusiasts, and the broader population.

💥 Market Evolution (ICP 1 - Biohackers)

👉 Biohackers often faced difficulties in keeping track of their biohackers in one place due to having to rely on multiple equipments. However, with the evolution of smart rings, it’s easier to track all bio markers at one place.

They are often focused on optimising their body's functions and improving their well-being. Smart rings offer a means to quantify and measure various aspects of their health, allowing them to track progress and make data-driven decisions about lifestyle modifications, exercise routines, and diet.

These gadgets are particularly popular among biohackers due to their sleep-tracking capabilities. Sleep quality and duration play a crucial role in overall health and performance, and biohackers aim to optimize their sleep patterns for better recovery, cognitive function, and overall well-being. Smart rings are small, lightweight, and easy to wear compared to bulkier wearable devices like smartwatches. This makes them more comfortable for long-term use, as users can wear them 24/7 without much hassle or discomfort.

💥 Market Evolution (ICP 2 - Tech enthusiasts)

👉 The market for smart rings among tech enthusiasts has evolved with increased awareness and adoption. Manufacturers have enhanced features, functionality, and integration with ecosystems of connected devices. Developer interest and customisation options have allowed tech enthusiasts to extend the capabilities of their smart rings. Aesthetic appeal and design innovation have made smart rings more visually appealing. Social sharing and community engagement have facilitated interaction and connectivity among tech enthusiasts using smart rings.

🏇 Competitor Analysis

💥 Key Insights:

👉 There is a significant decrease in website traffic for the month of May. This can be attributed to the lack of availability of the 1+1 offer campaign which Ultrahuman ran in the month of April.

👉 The duration of website visits has observed a rise, indicating that users are engaging with the website and finding the desired content or information.

👉 The bounce rate is the second lowest compared to immediate competitors. Needs better hooks/CTA to grab the user’s attention at the right time. However, one thing to note here is that OURA being the industry veteran has a higher bounce rate than Ultrahuman so it definitely indicates that the company is doing something right.

👉 Despite lower traffic, competitors are also able to target our primary ICPs.
👉 Distribution channels need to be re-looked and optimized.

🤜 Competitor Analysis - CGM

💪 Ultrahuman strengths:

Quality 💯

Flexibility 💯

Response Time 💯

Service 💯

🤜 Competitor Analysis - Smart Rings

🥅 Acquisition Strategies

✅ Channel Selection Framework

The following channels will be the focus of this assignment:

1. Referral
2. Product Integrations
   

🎁 Referrals

Currently, the existing referral program only provides a discount to the person who receives the referral invite (i.e., the referee). The referrer has no motivating factor to refer people since they aren’t receiving any incentives or benefits for doing so.

The focus of this referral program is to ensure we incentivize the users bringing in more folks onto the platform and win some big rewards at the same time.

1. What makes Ultrahuman brag-worthy?

It offers users a comprehensive platform to improve their physical and mental health, making it an impressive tool for anyone looking to achieve their wellness goals.

🤩 The look and feel of the brand is premium so people want to immediately associate themselves with the brand and its coolness.

🤩 Users want to show their CGM patches and their Ultrahuman rings in public places like gyms, when they are out for dinner, airports etc., and are stoked to talk to people which sparks a conversation.

🤩 Getting glucose data with a tap on your device is brag-worthy.

🤩 Advanced technology helps you navigate through your health and fitness goals with personalised insights.

🤩 Performance coaches to deep dive into your Metabolic Health.

🤩 The patch itself.

🤩 Community + User experience.

2. What is the platform currency?

Access: UltrahumanX subscription, Access to early bird prices, Access to Ultrahuman Labs (BETA user).

Fame: Coffee with the founders (AMA).

Rewards and Dopamine: Theragun, Supplements, UV Light glasses, Marshal boombox, Coupon code for flat discounts, TWT Bars.

3. Who and when do you ask for referral?

The referral driver will be activated for all users who successfully complete the 14 days on the app. (1 CGM lasts for 14 days and the Ring takes 14 days to calibrate)

4. How will the user discover the referral program? 🌊 Happy Flows

The user will/can discover the referral program as per below:

• On the M1 page
• On the R1 page
• Has opened our check-in emails, meta blogs etc.
• After the user has successfully completed a purchase.
• After the user has renewed his subscription.
• After the user has activated received a 95-100 Metabolic score for 3 days.
• After a user has dropped a positive review on the app after his 14th day of using the sensor/ring.
• On the app - the real estate can be consumed for referral both on the Metabolic tab and the R1 tab.
• When their weekly metabolic summary emails are sent out.
• When quick - check in emails by the founder is sent out.
• Newsletter.

📌 Reason: Since this new referral program is highly incentivising - it’s worth experiencing the above touch points where the users are usually experiencing an AHA moment.

Existing referral program: The referrer is not incentivised for referring any user currently where as only the referee is eligible for a discount on his next purchase.

Existing referral program: R1 Ring users

Existing referral program: M1 CGM users

5. How will referees share the referral code/link in the new referral program?

The referral will be shared from social integrations from within the chat window

6. What will the invite look like to a non-user?

Hey Meghna!

🤖I'm gifting you ₹2500 off on Ultrahuman R1; use my personal invite to claim your discount:

<Insert Link>

Ultrahuman helped me optimise my metabolic health by learning how different foods and activities affect my body in real time. I can't wait for you to try it!

How will the referrer track and manage referrals?

• Push Notification on referred user sign-up, account verification & activation
• Manage referrals option from Refer your friends page

How the referrer gets notified when a user signs up

Push Notification led messaging to keep the user informed about when his/her referred friend signs up.

7. How do you incentivize the user to keep referring?

Email & App Push reminders to keep letting them know that they’re 1-2 referrals away from unlocking the next reward.

Present option to nudge their friends to complete their profile and get started if they haven’t done the core actions.

🎁 Referral program construct

🧗‍♂️ Product Integration

📌 Framework:

Google Maps📍

The integration of Ultrahuman with Google Maps introduces a game-changing feature that revolutionises the fitness tracking experience. By seamlessly combining precise GPS tracking, comprehensive fitness metrics, voice assistance, and visualisations, users can now track their runs accurately, monitor their progress, and explore new routes with ease.

This integration not only enhances the user experience but also offers a convenient all-in-one solution, eliminating the need for multiple apps and devices. It empowers users to achieve their fitness goals effectively while leveraging the power of Google Maps' mapping capabilities, making it a pivotal and game-changing feature in the fitness tracking industry.

The game plan: Ultrahuman Integration with Google Maps 🎯

🤝 By integrating with Google Maps, Ultrahuman can offer its users an enhanced fitness tracking experience, combining the power of location data visualisation and fitness metrics. This integration benefits Google Maps by expanding its functionality, engaging a new user base, and acquiring valuable data for improving its services.

🥇 Value proposition of the integration

👣 Accurate Tracking and Visualisation: Users can track their runs with precise GPS data from Google Maps, ensuring accurate distance, pace, and route information. They can visualise their entire running area on the map.

🗣️Voice Assistance for Navigation: The integration provides voice assistance for tracing back walks or runs from point A to point B. Users can receive turn-by-turn instructions and guidance while running, eliminating the need to constantly check their devices or maps.

🏋️‍♀️ Comprehensive Fitness Metrics: Ultrahuman can display comprehensive fitness metrics derived from the integration. Users can access information such as calories burnt, steps taken, heart rate data, and glucose spikes and drops stats. This enables them to monitor their progress, set goals, and make informed decisions to improve their fitness levels.

🦾 Motivation and Personalisation: The combination of Google Maps' visualisations and fitness metrics within Ultrahuman offers users a motivating and personalised experience. They can see their progress on the map, track their achievements, and explore new areas for variety in their running routine.

🤌 Seamless Integration and Convenience: By integrating Google Maps into the Ultrahuman app, users have a one-stop solution for their fitness tracking needs. They don't need to switch between multiple apps or devices to track their runs and access location information. This convenience simplifies the user experience and saves time.

🛣️ Discovering New Routes and Locations: With Google Maps integration, users can explore unfamiliar areas and find new running routes. They can discover parks, trails, or scenic spots nearby, enhancing their running experience and adding variety to their workouts.

🦺 Enhanced Safety and Security: The integration with Google Maps provides an added layer of safety and security for users. They can share their running routes with friends or family members, allowing them to monitor their progress and ensure their well-being.

🧨 Overall, the integration of Ultrahuman with Google Maps empowers users to track their runs accurately, access comprehensive fitness metrics, receive voice assistance, and discover new routes, ultimately enhancing their fitness journey and overall running experience.

🛠️ Effort

👩‍💻 Technical Implementation

• Establish a secure API integration between Ultrahuman and Google Maps to enable data exchange.
• Leverage Google Maps API to retrieve geographical data, routes, and map visualisations.
• Implement real-time tracking using GPS or location data from Ultrahuman app.
• Develop voice assistant functionality within Ultrahuman app for step-by-step guidance.

🤯 User Experience

• Design a seamless and intuitive interface within the Ultrahuman app to display Google Maps integration.
• Provide clear instructions and options for users to initiate and end their runs.
• Enhance the map view with markers, route information, and interactive features to engage users.
• Offer customisation options for map styles and display preferences.

📈 Data Integration

• Calculate and display calories burnt based on user profile and activity level.
• Utilise step-counting algorithms and heart rate monitoring to track steps taken and HR data.
• Integrate M1 CGM data to capture glucose spikes and drops.
• Integrate AI for restaurant suggestions.

🤔 What’s in it for Google maps?

🏆 Value Proposition for Google Maps

• Expand the usage of Google Maps beyond navigation and explore the fitness tracking domain.
• Increase user engagement by integrating with the best Metabolic health app i.e Ultrahuman.
• Access a broader user base through Ultrahuman's existing customer network.
• Collect additional location and user activity data for improving Google Maps' accuracy and personalised recommendations such as healthy restaurants to eat their post workout meals from.

📣 Marketing and User Communication

• Announce the integration through blog posts, social media, and email newsletters to existing Ultrahuman users.
• Highlight the benefits of tracking runs with Google Maps, such as visualising routes and exploring new areas.
• Showcase the value of additional fitness metrics and voice assistance in motivating users and enhancing their experience.
• Gather user feedback and iterate on the integration based on user suggestions and requests.

🚀 Things to be done before launch

💯 Quality Assurance and Testing:

• Conduct thorough testing to ensure accurate data synchronisation between Ultrahuman and Google Maps.
• Verify the reliability of GPS tracking, voice assistance, and fitness metric calculations.
• Test the integration on various devices, platforms, and scenarios to ensure compatibility and a seamless user experience.

📚 Continuous Improvement and Iteration:

• Monitor user feedback, app usage analytics, and reviews to identify areas of improvement.
• Regularly update the integration to address bugs, enhance features, and introduce new functionalities based on user needs and preferences.
• Collaborate with Google Maps to explore additional ways to leverage their platform and improve the integration further.