🎮 Engagement & Retention project | Fundoo Friday

🎮

Engagement & Retention project | Fundoo Friday

Understanding the Product

Problem: In virtual/hybrid work spaces, people barely meet each other. They don't get to know each other better or build relationships beyond what they need to for work. Introducing Fundoo Friday to help easily get your team members to connect with each other over fun and games.

Fundoo Friday - Make memories, have fun, game away with your colleagues!

www.fundoofriday.com

Understanding the User?

HR/Admin - The HR's, People Success Managers etc. are the first touch points who get onboarded and activated. They are the influencers in their company and distribute access amongst their teams
Employee - The employees are added by the HR and are onboarded later, they can use the platform independently, play games, create tournaments etc.

What all can you do?

Play Games (Single Player, Multiplayer)
Compete with friends to get your place on the leaderboard
Tournaments (Schedule and participate)

Core Engagement & Retention Metrics

Activation

FREE A/C:

A user (HR/Admin) gets activated when they

Enter the platform and plays a single player game
Add at least 3-4 employees and play a multiplayer game with them
Scheduled and complete their fist tournament
Extends their free trial

A user (Employee) gets activated when they complete their first game (Single Player/Multiplayer) and their first tournament.

PAID A/C:

A user (HR/Admin) subscribes and purchases licenses for the product.

Natural Frequency:

Power User: More than 2 Times a Week
Core User: 1-2 Time in a Weeks
Casual User: 1-2 Times in 2 Weeks

Natural Frequency: (Depth)

Depth is critical to Fundoo Friday's success, the more usage the more loyalty will be built and a higher chance of free users converting to paid users

Power User: More than 5-8 Games a Week, 1 Tournament every week
Core User: 5-8 Games a Weeks, 1 Tournament every 2 weeks
Casual User: 10-15 Times in a Month, 1 Tournament every month

Engagement Campaigns

Campaign 1: Casual to Core (HR/Admin)

Segmentation, Type of the user: Casual Users (HR/Admin)

Goal of the campaign: To increase the natural frequency of casual users to convert them to core users

Pitch/Content: The first people to leave a party are the ones who get BORED. The first people to leave a company are the ones who BURNOUT. Keep the games flowing, let the fun begin at Fundoo Friday!

Offer: Schedule a series of bi-weekly tournaments and get a 1 month extension on your free trial!

Frequency & Timing: Once a week, Friday Mornings/Thursday Nights

Success Metric: Casual User (HR/Admin) Schedules a series of bi-weekly tournaments

Campaign 2: Core to Power (Employees)

Segmentation, Type of the user: Core Users (Employees)

Goal of the campaign: To increase the natural frequency of core users to convert them to power users

Pitch/Content:

HR ka wait kyu karna , jab Fundoo Friday hai apna!
You know 'that' someone who just needs a break. Give them one worth remembering :D

Offers:

PLAY your next 10 games to top the leaderboard and have FUN!
Schedule a Tournament for your team and get 5K Fundoo Coins

Frequency & Timing: Twice a week, Tuesday Nights & Friday Mornings

Success Metric: Core User (Employee) converts to Power User (Employee

Campaign 3: Companies that used - Tournaments after onboarding

Segmentation, Type of the user: Casual Users & Core Users (HR/Admin)

Goal of the campaign: To increase the natural frequency and depth of casual and core users while converting them to power users

Pitch/Content: Share the smiles, schedule the tournament. You know you want to, it's just one click away!

Offer: Schedule a series of weekly tournaments and get a 1 month extension on your free trial!

Frequency & Timing: Once a week, Friday Mornings/Thursday Nights

Success Metric: Casual & Core User (HR/Admin) Schedules a series of weekly tournaments becoming power tournaments

Campaign 4: Users that haven't checked their leaderboard

Segmentation, Type of the user: Casual Users (HR/Admin/Employees)

Goal of the campaign: To increase the natural frequency of casual users to convert them to core users

Pitch/Content: You are only _ _ _ _ experience points away from overtaking {Name} and securing the {n} th position on the leaderboard! Play {X} games to onvertake _ _ _ _ !!

Offer: Login to claim your experience doubler and double the experience earned per game for the this week.

Frequency & Timing: Twice a week, Tuesday Nights & Friday Mornings

Success Metric: Casual User (HR/Admin/Employee) becomes a Core User

Campaign 5: Companies that have extended Free Trial

Segmentation, Type of the user: Core & Power Users (HR/Admin)

Goal of the campaign: To convert these Core and Power users to paid subscribers

Pitch/Content: Your trial with Fundoo Friday is coming to an end on__/__/____. Nothing good in life comes for Free..

Offer: But we can give you a 50% discount on your first year, click here to get your coupon! Valid till __/__/____

Frequency & Timing: Once a week, Friday Mornings (Once Trial has less than 10 days left)

Success Metric: Free Core/Power User (HR/Admin/Employee) becomes a Paid Subscriber

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Understanding Reasons for Churn

Voluntary	Involuntary
Insufficient Onboarding - Weren't able to use it D1	HR/Influencer Leaving the company
Pricing - Sensitivity to Pay for a Gaming platform M2	Company transforming to a Work from Office
Lack of Depth in the product Getting Bored after the first few games M3
Found something better D5
The product was buggy and lots of breaks D1

Resurrection Campaigns

Campaign 1: Insufficient Onboarding -

Weren't able to use it properly

Segmentation, Type of the user: Casual User (HR/Admin/Employee), tried the product but wasn't able to use it properly and churned D1

Goal of the campaign: To get the OLD Casual User (HR/Admin/Employee) to go through the NEW Onboarding and become Core Users

Pitch/Content: New Games, New Look, More Fun!

Offer: Free extension of your trial for the next 30 days and 50% off on your first year.

Frequency & Timing: Once a week, Wednesday Mornings (For OLD Users before 2024)

Success Metric: Revive some of the OLD Casual User (HR/Admin/Employee) and make them Core Users

Campaign 2: Pricing -

Sensitivity to pay for a gaming platform

Segmentation, Type of the user: Casual/Core User (HR/Admin), tried the product but stopped using it after trial expired M2

Things to look out for: Did the extend the trial for another 30 days

Goal of the campaign: To get the Casual/Core User (HR/Admin) to become a paid subscriber

Pitch/Content: Don't miss out on the fun, you'll regret the memories you didn't make.

Offer: Free extension of your trial for the next 30 days and 50% off on your first year's package.

Frequency & Timing: Once a week, Wednesday Mornings

Success Metric: Expired Casual/Core Users (HR/Admin) Extending there Trial, Expired Casual/Core Users (HR/Admin) purchasing the subscription

Campaign 3: Lack of Depth in the Product -

Getting Bored after the first few games

Segmentation, Type of the user: OLD Power/Core User (HR/Admin), used to play a lot but stopped using it after few months M3

Things to look out for: Did their usage slow down before it eventually stopped.

Goal of the campaign: To get the OLD Power/Core User (HR/Admin) to become a paid subscriber

Pitch/Content: Introducing: Tournaments and NEW Games every Month for your Teams!

Offer: Free extension of your trial for the next 30 days and 50% off on your first year's package.

Frequency & Timing: Once a week, Tuesday Mornings

Success Metric: OLD Power/Core User (HR/Admin) Extending there Trial, OLD Power/Core User (HR/Admin) purchasing the subscription

Campaign 4: Found Something Better -

Segmentation, Type of the user: Casual User (HR/Admin), played once or twice but stopped using it after few days D5

Things to look out for: They tried more than once and left within the first week.

Goal of the campaign: To get the Core User (HR/Admin) to become a paid subscriber

Pitch/Content: Tried everything, have you tried the tournaments in Fundoo Friday yet!

Offer: Schedule a Series of Tournaments with your team and get your first 30 days on us.

Frequency & Timing: Once a week, Tuesday Mornings

Success Metric: Casual User (HR/Admin) Scheduling a series of Tournaments, Casual User (HR/Admin) becoming Core User and purchasing the subscription

Campaign 5: The product was buggy and lots of breaks -

Segmentation, Type of the user: Casual User (HR/Admin), played once or twice on the first day but stopped using it after that D1

Things to look out for: They tried more than once on Day 1

Goal of the campaign: To get the Casual User (HR/Admin) to become a paid subscriber

Pitch/Content: Fundoo Friday is back with tournaments, new games, a new look and more!

Offer: Schedule a Series of Tournaments with your team and get your first 30 days on us.

Frequency & Timing: Once a week, Monday Evenings

Success Metric: Casual User (HR/Admin) Scheduling a series of Tournaments, Casual User (HR/Admin) becoming Core User and purchasing the subscription