Executive Summary

three60you is at the forefront of a revolution in holistic health, empowering individuals to seamlessly manage their wThree60you promotes wellness through an integrated, personalized platform. It combines self-assessments, expert consultations, and tailored product recommendations to help users achieve their health goals effectively and conveniently.

Section 1 : Core Value Propositon

Step 1: Understanding the product

1. What is your product really in the business for?

The product aims to revolutionize holistic health management by offering a comprehensive wellness solution that is both accessible and personalized. three60you empowers individuals to take control of their health through a seamless integration of assessments, expert guidance, and tailored product recommendations within a supportive community environment.

2. What problem does your product solve?

• Lack of Personalization: Many wellness solutions offer generic advice that doesn't cater to individual needs.
• Information Overload: Consumers face overwhelming amounts of health information, often leading to confusion.
• Inconvenient Access to Expertise: Accessing professional health consultations can be time-consuming and expensive.
• Fragmented Wellness Experience: Users typically rely on multiple disjointed tools to manage different aspects of their wellness.

3. What are some customer benefits?

• Personalized Health Plans: Tailored wellness plans based on thorough self-assessments.
• Trusted Expert Advice: Direct access to health experts for reliable and professional support.
• All-in-One Platform: Integrates various aspects of health management, from tracking to learning.
• Evidence-Based Products: Recommendations for natural and scientifically proven products, ensuring safety and efficacy.

4. How is your user currently solving the problem?

• DIY Research: Users often rely on self-directed online research, which can be unreliable and overwhelming.
• Multiple Apps and Tools: Many individuals use different apps for diet, exercise, and mental health, lacking integration.
• Traditional Consultations: Some seek traditional in-person consultations, which can be costly and inflexible.
• Over-the-Counter Solutions: Users may use general over-the-counter products without tailored guidance.

Step 2: Job to Be Done for three60you

The JTBD framework focuses on understanding and satisfying the core need of customers. For three60you, the job can be defined as:

"Help me easily manage and improve my holistic health in a personalized, efficient, and scientifically supported way, without having to use multiple platforms or sift through conflicting information."

Differentiation in an Existing Category

1. Personalized Holistic Health Solutions:

• Competitors: Many health and wellness platforms offer generic solutions that might not address specific personal health goals or conditions effectively.
• three60you: Uses research based assessments to provide personalized product options tailored to individual health profiles, optimizing for personal relevance and effectiveness.

2. Integrated User Experience:

• Competitors: The wellness market is fragmented with apps focusing on niche aspects like fitness, diet, or mental health separately.
• three60you: Offers a seamless, integrated platform that combines all aspects of wellness management, reducing the hassle of using multiple services and ensuring a cohesive approach to health.

3. Direct Access to Experts:

• Competitors: Access to real experts is often limited or comes at a high cost in existing solutions.
• three60you: Facilitates free of cost and easy access to health professionals for consultations, bridging the gap between users and expert advice.

4. Community-Driven Support:

• Competitors: While some platforms offer community features, they are often secondary to the main offerings and not integrated with personal health plans.
• three60you: Builds a robust community platform where users can interact, share experiences, and support each other, enhancing user engagement and accountability.

5. Clinically Proven Products:

• Competitors: Many wellness brands market products based on trends without substantial clinical backing.
• three60you: Ensures that the recommended products are backed by scientific research and provided in therapeutic dosages, optimizing for safety and efficacy.

Optimization Opportunities

• User-Centric Innovation: Continually refining the products and offerings based on user feedback and latest research to enhance personalization.
• Integrated Wellness Tracking: Developing features that allow users to track various wellness metrics directly through the app, providing insights and adjustments to their health plans in real time.
• Expansion of Expert Network: Increasing the diversity and specialization of experts available for consultations to cover more specific or niche health areas.
• Sustainable Wellness Products: Focusing on sustainability in product sourcing and packaging, which can appeal to environmentally conscious consumers.

Push vs. Pull Product

Pull Product: A pull product is one where the demand originates from the consumer end. Consumers seek out the product based on its reputation, effectiveness, or through word-of-mouth recommendations. This type of product often exists in a market where consumers are already aware they need such a solution.

Push Product: A push product is one where the need and awareness are created by the brand. The company must educate the market about the product’s existence and its benefits, pushing it toward the target audience through advertising, promotions, and sales strategies.

Categorizing three60you

Its a new product in an existing category. This typically necessitates a focus on distinctiveness, preference, and trust, which aligns with a pull strategy. However, since the products include innovative features that are not well understood or are novel to the consumer base, there could also be elements of a push strategy involved.

How JTBD Changes Based on Category and Type of Product

New Product in an Existing Category (Pull Strategy)

• Distinctiveness: Clearly communicate what makes three60you different and better compared to existing solutions. This could be its personalized approach, integrated services, or superior product efficacy.
• Preference: Build a strong brand preference by showcasing success stories, testimonials, and the scientific backing behind your products.
• Trust: Establish trust through transparent communication, displaying certifications, and leveraging influencer partnerships within the wellness community.

If Considering Elements of a Push Strategy

• Education: Since three60you integrates various health management options, there may be a need to educate potential users on the benefits and usage of this integrated approach.
• Relevance & Need: Highlight how three60you addresses specific pain points that are perhaps overlooked by other products, making the solution relevant to the user's daily life and health goals.
• Trust: Similar to the pull strategy, but with an added emphasis on educating the consumer about the new functionalities and ensuring that the claims are backed by credible sources and scientific data.

Adapting JTBD for Push vs. Pull

For Pull: The JTBD is to focus on "Help me optimize my holistic health seamlessly with trusted, expert-driven guidance and support."

• For Push: The JTBD is to "Educate me on how an integrated wellness platform can simplify and enhance my daily health management effectively."

Step 3: Ideal Customer Profile for three60you

Social Media Use

• Platforms: Likely active on Instagram and Facebook for personal and community engagement, LinkedIn for professional content, and possibly TikTok for entertainment and quick tips.
• Behavior: Engages with health and wellness content, follows brands and influencers in the wellness space, participates in wellness challenges, and shares content related to their health journey.

Marital Status

• Variety: Includes both single and married individuals.
• Impact: Single users might focus more on self-care and personal growth, while married users, especially those with children, might be interested in family health plans and stress management techniques.

Geographic and Lifestyle Changes

• New City Movers: Particularly relevant as these individuals often look for ways to establish new routines and connect with local communities. They might seek local wellness events or services to help them adjust and find balance in a new environment.

Family Status

• Parents: Interested in managing not only their own health but also that of their children. They seek products and content that cater to family wellness.
• Child-Free: May have more time and resources to invest in personal wellness experiences, high-end wellness products, and extensive self-care routines.

Employment Status

• Professionals: Likely to be employed, given the emphasis on managing wellness amidst busy schedules and stress. They might seek efficient solutions to maintain a balanced lifestyle.
• Students: Could also be part of the ICP, especially those in higher education or recent graduates focused on mental health and affordable wellness options.

Media Consumption

• Watch: Likely watches wellness and lifestyle vlogs, documentaries about health and well-being, and possibly reality shows or series that focus on personal development and lifestyle improvements.
• Read: Enjoys reading health and wellness blogs, self-help books, and magazines that focus on personal growth, nutrition, and fitness.
• Listen: Listens to podcasts related to health, wellness, personal development, and possibly entrepreneurship to enhance their lifestyle and career.

Interests and Community Engagement

• Follow: Likely follows wellness influencers, health experts, and motivational speakers. They may also be interested in sustainability and eco-friendly living, aligning with a brand that promotes natural and scientifically backed ingredients.
• Community Activities: Participates in local or online wellness groups, may attend workshops or retreats focused on health, and actively engages in community-driven wellness challenges.

Using the ICP for Strategic Planning

• Marketing: Tailor social media content and ads to the platforms most frequented by the ICP. For example, Instagram can be used for beautiful, inspiring posts about wellness, while LinkedIn content might focus more on the professional benefits of a well-rounded wellness routine.
• Product Development: Consider developing features that allow users to track and manage family health if a significant portion of your ICP includes parents. For single users or new city movers, features that help integrate into new communities or manage stress could be beneficial.
• Engagement: Create programs and challenges that encourage community interaction and brand loyalty, such as family health challenges or mindfulness challenges for those in new cities or stressful jobs.

This ICP framework will help guide the development of marketing strategies, product features, and user engagement initiatives tailored specifically to the needs and preferences of three60you's target audience.

These personas will take into consideration various aspects like lifestyle, demographics, and preferences that are reflective of different segments within the Indian wellness market.

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Meeting ICP Needs with three60you:

• Urban Professionals: Simplifies health management amidst busy schedules.
• College Students: Provides affordable, effective wellness solutions.
• New City Movers: Helps integrate into local wellness communities.
• Homemaker Parents: Offers family-focused health management tools.

Persona 1: The Urban Professional

Name: Aarav Age: 32 Location: Bangalore Marital Status: Married with one child Employment: Works as a software engineer in a tech company Social Media Use: Active on LinkedIn for professional networking, Instagram for personal interests Media Consumption: Follows tech and wellness blogs, listens to podcasts about productivity and personal development Pain Points: Struggles with work-life balance, managing stress, and finding time for physical wellness Goals: Seeks efficient wellness solutions that fit into a busy schedule, prefers products that are scientifically validated

Persona 2: The College Student

Name: Priya Age: 21 Location: Pune Marital Status: Single Employment: Full-time student, part-time freelance graphic designer Social Media Use: Heavy user of Instagram and Snapchat, uses Facebook for university groups Media Consumption: Watches YouTube tutorials on health and DIY projects, listens to music and wellness podcasts Pain Points: Budget constraints, needs for mental clarity and stress relief during exams Goals: Looks for affordable, trustworthy wellness products and easy-to-implement mental health practices

Persona 3: The New City Migrant

Name: Rohan Age: 28 Location: Moved to Mumbai recently Marital Status: Single Employment: Marketing manager at a consumer goods company Social Media Use: Uses Twitter for news, LinkedIn for professional growth, and Tinder for social life Media Consumption: Enjoys watching lifestyle vloggers, reading about lifestyle changes and city life adaptations Pain Points: Finding a new social circle, adjusting to a fast-paced life, maintaining a healthy lifestyle in a new city Goals: Wants to integrate quickly into the local wellness community, seeks products and services that help maintain a balanced lifestyle amidst change

Persona 4: The Homemaker Parent

Name: Meena Age: 39 Location: Chennai Marital Status: Married with two children Employment: Homemaker, part-time online boutique owner Social Media Use: Active on Facebook and WhatsApp groups related to parenting and home businesses Media Consumption: Reads parenting magazines, watches cooking and wellness shows on television Pain Points: Managing family health, finding time for personal wellness, looking for family-friendly wellness activities Goals: Seeks holistic health solutions for the family, prefers natural and safe products, interested in learning about nutritional information and holistic practices for children

Using the ICPs

Each persona highlights unique needs and preferences, providing three60you with the opportunity to tailor marketing messages, product offerings, and engagement strategies effectively. Here’s how you can leverage these personas:

• Marketing Campaigns: Create targeted ads and content that resonate with each persona’s lifestyle and needs. For instance, promote family wellness plans to Meena, while highlighting time-efficient health hacks to Aarav.
• Product Features: Develop features like family health tracking for Meena and stress management tools for Priya and Rohan.
• Community Building: Facilitate community groups or forums specific to each persona’s interests, such as a student wellness group for Priya and a professional network for Aarav.

Step 4: Articulating the Core Value Prop

Value Proposition for The Urban Professional (Aarav)

For urban professionals who need to manage stress and maintain a healthy lifestyle amidst a busy work schedule, our service is a comprehensive wellness platform that offers personalized health plans and expert consultation, ensuring they can achieve a balanced life efficiently and effectively.

Value Proposition for The College Student (Priya)

For college students who need affordable and effective solutions to manage mental health and maintain physical wellness during their studies, our service is an accessible wellness and health management platform that provides scientifically-backed, budget-friendly wellness products and mental clarity resources tailored to their hectic lifestyle.

Value Proposition for The New City Migrant (Rohan)

For individuals who have recently moved to a new city and need to integrate into local communities while maintaining their wellness routines, our service is a holistic health platform that offers localized wellness community connections and personalized health guidance to help them adapt quickly and maintain a healthy lifestyle in a new environment.

Value Proposition for The Homemaker Parent (Meena)

For homemakers who need to manage their family’s health effectively while finding time for personal wellness, our service is a family-focused wellness platform that provides easy-to-use tools for tracking family health metrics, along with safe and natural product recommendations that cater to both children and adults.

General Core Value Proposition for three60you

For individuals seeking a holistic approach to wellness that accommodates personal goals and conditions, our service is a holistic health management platform that integrates self-assessment, expert consultation, and tailored product recommendations in one seamless solution, enhancing personal and family health effectively and conveniently.

These value propositions clearly define what three60you offers to different target users, focusing on how the service solves specific problems and meets their unique needs, thereby providing clear benefits and pain relief.

Section II: Finding the Brand Wedge

Step 1: 5 Core Questions

Category Insights for Wellness and Health Management

• Growing Demand for Personalization: Users increasingly seek personalized health advice and products tailored to their specific health conditions and lifestyle choices.
• Integration of Technology: There is a surge in the use of technology to facilitate health tracking, expert consultations, and personalized health management, yet many solutions remain fragmented.
• Focus on Preventative Care: More users are looking to prevent health issues before they arise, shifting from reactive to proactive health management.

Top Problem the Category is Suffering From

• Fragmentation: Despite the availability of various health and wellness tools, there is a lack of integration; users often need to use multiple apps or platforms to manage different aspects of their wellness (e.g., nutrition, fitness, mental health).
• Overwhelming Choices and Information: The market is saturated with products and services, often leaving users overwhelmed by choices and unsure about the credibility of the information available.

User Problems

• Complexity in Managing Wellness: Users find it cumbersome to navigate through multiple health services and integrate the information effectively into their daily lives.
• Difficulty in Accessing Personalized and Trusted Advice: There is a gap in accessing personalized health plans that are also backed by credible sources.

Top Problem That the User Faces

• Lack of a Unified Solution: Users struggle with not having a single, comprehensive platform that addresses all dimensions of wellness—physical, mental, and emotional—in a personalized and scientifically validated manner.

User Non-Negotiables

• Safety and Efficacy of Products: Users will not compromise on the safety and effectiveness of wellness products; they demand that products be scientifically proven and safe to use.
• Trustworthiness and Credibility: Information and recommendations must come from credible and trustworthy sources; expert validation is crucial.

User Negotiables

• Price: While price sensitivity varies, users might be willing to pay a premium for high-quality, integrated solutions that offer noticeable benefits.
• Brand Familiarity: Users may be open to trying new brands if they demonstrate clear value and effectiveness, even if they are not the most well-known names in the market.

User Aspirations

• Achieving a Balanced and Healthy Lifestyle: Users aspire to seamlessly integrate wellness into their everyday lives, achieving a balance that supports their overall health and productivity.
• Being Part of a Wellness Community: They aspire to connect with like-minded individuals who are also on their wellness journeys, providing mutual support and motivation.

Step 2: Define the brand wedge for three60you

Category Problem

• Fragmentation and Overload: The wellness and health management category suffers from a fragmented landscape with an overload of unverified and overwhelming options, making it difficult for users to find trusted, cohesive solutions that are scientifically backed and tailored to their individual needs.

User Pain Points

• Complex and Time-Consuming Health Management: Users feel frustrated with the complexity and time required to manage their health using multiple platforms, apps, and sources that often provide conflicting or non-personalized information.

User Non-Negotiables

• Integrated, Trusted Solutions: Users demand a single, integrated solution that is easy to use, scientifically validated, and offers personalized health recommendations and products that are proven to be safe and effective.

Articulation of the Brand Wedge

If the category perception is that wellness and health management solutions are fragmented and overloaded with unreliable information and my user feels overwhelmed by the complexity and time-consuming nature of managing their health across multiple platforms, then my brand, three60you, will always solve for providing an integrated, trustworthy platform that simplifies the user's wellness journey by offering personalized, scientifically-backed health solutions.

Step 3: Defining three60you’s Brand Look:

I am "clean" but I am not "sterile."

Translation into Brand Elements

1. Logo:

• Look: The logo should be simple and modern with smooth lines, embodying a sense of calm and accessibility.
• Design: It might include elements that symbolize holistic wellness, such as a stylized leaf, a water drop, or an abstract human figure in balance, to communicate the brand's focus on natural and holistic health.

2. Colors:

• Primary Palette: Soft, earthy tones that reflect warmth and approachability, such as muted greens, soft blues, and warm grays.
• Secondary Palette: Accents of brighter colors like teal or coral to inject energy and positivity without overwhelming the overall softness.

3. Typography:

• Primary Typeface: A sans-serif font that is clean and modern, enhancing readability and conveying a sense of simplicity and efficiency.
• Secondary Typeface: A complementary serif font for subheadings or quotes that adds a touch of elegance and warmth, ensuring the brand does not appear too cold or distant.

4. Illustrations:

• Style: Hand-drawn, organic illustrations that use gentle curves and flowing lines to depict health and wellness activities, plants, and holistic elements.
• Usage: These illustrations can be used on the website, in informational brochures, or as part of social media posts to make the content more engaging and relatable.

5. Iconography:

• Design: Icons should be simple and clear, using the same color palette and style cues from the logo to maintain consistency.
• Function: Used for navigating the app or website, illustrating services like consultations, product categories, and wellness tracking.

6. Materials and Textures:

• Physical Products: Use sustainable materials like recycled paper for packaging, bamboo for wellness products, and organic cotton for any branded merchandise.
• Textures: Soft-touch finishes on packaging and smooth, natural textures on products to convey a premium, comforting experience.

7. Overall Design Theme:

• The overall design theme should communicate tranquility and clarity, making users feel at ease from the first interaction. Every element, from the website layout to product packaging, should reinforce the feeling of simplicity and effectiveness without being overly minimalist or cold.

Step 4: Defining Brand Voice

I am "approachable" but I am not "over-familiar."

Translation into Brand Communication Elements

1. Brand Voice:

• Characteristics: Warm, friendly, and encouraging, the voice of three60you aims to make wellness accessible and understandable for everyone. It supports without being patronizing and educates without using complex jargon.
• Purpose: To make users feel supported and understood, fostering a relationship based on trust and empathy.

2. Tone:

• Variability: The tone can vary slightly depending on the context:
• • Educational Content: Informative yet easy to understand, ensuring that users feel they are gaining valuable knowledge without feeling overwhelmed.
  • Marketing Materials: Positive and inspiring, focusing on the benefits and transformative potential of embracing three60you’s wellness solutions.
  • Customer Support: Compassionate and patient, ensuring that all user concerns are addressed with care and understanding.
• Overall: Consistently warm and inviting across all platforms and interactions.

3. Writing Style:

• Clarity and Simplicity: Use clear, concise language that simplifies complex health concepts, making them accessible to a broad audience without oversimplifying the science behind them.
• Inclusivity: Use language that is inclusive and respectful of all backgrounds, emphasizing the universal need for and benefit from holistic wellness.
• Engagement: Interactive and engaging, encouraging user participation through questions, calls-to-action, and prompts that invite feedback or personal sharing.

Implementing the Voice Across Communications

• Website and Mobile App: The interface language will be friendly and guiding, making navigation easy and the overall experience pleasant. Instructional content will be straightforward, ensuring users understand how to get the most out of the platform.
• Social Media: Posts and interactions will maintain an approachable tone, with content that encourages sharing and discussion. The style will be uplifting, focusing on success stories and user achievements to inspire the community.
• Email Communications: Regular updates and newsletters will speak in a supportive tone, offering wellness tips and updates about three60you in a way that feels like advice from a trusted friend.
• Advertising and Promotions: Ad copy will be clear and motivating, emphasizing the ease and effectiveness of integrating three60you into daily life to achieve better wellness outcomes.

Step 5: Defining Brand Behavior

I am "transparent" but I am not "intrusive."

Translation into Brand Behavior, Policies, and Decisions

1. Transparent Behavior:

• Open Communication: Always keeping customers informed about updates, changes, and developments, whether it involves service options, pricing, or how their data is used.
• Honesty in Marketing: Ensuring all marketing materials accurately represent the products and services without exaggerating benefits.

2. Not Intrusive:

• Respect for Privacy: Carefully managing and protecting customer data, committing to not sharing personal information without explicit consent, and avoiding overly personal questions in self-assessments unless they are essential for service customization.

Implementing Brand Behavior in Policies and Decisions

1. Privacy Policy:

• Data Usage Transparency: The privacy policy should clearly outline what data is collected, how it is used, and who it is shared with, ensuring compliance with global standards like GDPR.
• Consent First: Implementing opt-in policies where users have clear choices about their data, emphasizing respect for their privacy and control over their information.

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2. Customer Service Policies:

• Accessible Support: Providing multiple channels for support, including live chat, email, and phone, ensuring users can easily contact and receive timely responses from the brand.
• Problem Resolution: Establishing a transparent process for handling complaints and feedback, with clear timelines and regular updates on the status of user issues.

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3. Sustainability and Ethics Decisions:

• Product Sourcing: Committing to sustainable sourcing for all products, being open about where materials come from, and the impact of these choices on the environment.
• Ethical Practices: Ensuring that all business practices, from manufacturing to distribution, uphold the highest ethical standards, with regular audits and reports available to the public.

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4. Content and Community Engagement:

• Inclusive Content: Creating content that reflects diverse backgrounds and perspectives, ensuring that community guidelines promote respect and inclusiveness.
• User-Driven Improvements: Using customer feedback to drive product and service enhancements, maintaining an open dialogue about how user input shapes the brand.

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5. Marketing and Promotions:

• Truth in Advertising: All promotional materials must accurately reflect the capabilities and benefits of the products, with no misleading claims or promises.
• Fair Marketing Practices: Ensuring all marketing efforts are inclusive, non-discriminatory, and aimed at empowering users rather than exploiting insecurities.

Section III: Apply Brand on & Off the product

Brand Core Value Proposition

• For individuals seeking a holistic approach to wellness that accommodates personal goals and conditions, our service integrates self-assessment, expert consultation, and tailored product recommendations in one seamless solution, enhancing personal and family health effectively and conveniently.

Brand Wedge

• If the category perception is that wellness and health management solutions are fragmented and overloaded with unreliable information and my user feels overwhelmed by the complexity of managing their health across multiple platforms, then my brand, three60you, will always solve for providing an integrated, trustworthy platform that simplifies the user's wellness journey by offering personalized, scientifically-backed health solutions.

Brand Voice and Tone

• Approachable but not over-familiar.
• Transparent but not intrusive.

Text Formatting Choices

• Use CamelCase for product names and specific service features to highlight them distinctly within texts, e.g., EasyHealthTrack, FitMindApp.
• Use all CAPS sparingly, mainly for CTAs or important labels to grab attention, such as "SIGN UP TODAY," "JOIN NOW," or "DISCOVER MORE."
• Prefer lower case for general copy to maintain approachability and readability.

Implementation Across Touchpoints

1. Website:

• Homepage: Use engaging, succinct copy that communicates the core value proposition. Highlight the ease and integration of the platform.
• • Example: "Discover Your Path to Wellness with three60you – Your Personal Health Journey, Simplified."
• About Us: Clearly articulate the brand wedge using transparent, honest language about the brand's mission and values.
• • Example: "At three60you, we bring clarity and cohesion to your wellness routine, integrating all aspects of health into one straightforward, reliable platform."

2. Mobile App:

• Onboarding Screens: Use inviting language that reassures new users, explaining features with simplicity.
• • Example: "Welcome to a Smoother, Smarter Wellness Experience. Let’s Get Started!"
• Notifications: Keep messages brief and direct, using lower case to maintain a friendly tone.
• • Example: "time to check your weekly health summary!"

3. Social Media:

• Posts: Use engaging and motivational language that aligns with the brand’s voice, ensuring content is inclusive and inspiring.
• • Example: "Join our community of wellness achievers. Share your journey with #three60youFamily."
• Ads: Focus on clear, action-oriented language with strategic use of CAPS for CTAs.
• • Example: "Transform your health TODAY. Discover how with three60you. SIGN UP NOW!"

4. Email Marketing:

• Newsletters: Provide valuable content that is directly related to user interests, using clear and warm language.
• • Example: "Hello [FirstName], here’s your monthly dose of wellness tips and stories, curated just for you!"
• Promotional Emails: Use exciting language with emphasis on words that drive action.
• • Example: "EXCLUSIVE OFFER just for you – Unlock a healthier you with 20% OFF on your next subscription. Redeem NOW!"

5. Customer Support:

• Support Emails/Chat: Maintain a supportive and empathetic tone, ensuring transparency and clarity in all communications.
• • Example: "We understand how important this is for you, [FirstName]. Here’s what we can do to help…"

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