Defining the ICP

Below is the Persona-Based ICP for Tagda Raho:

Monetisation litmus test

Retention

Since I don't have access to direct company data, based on secondary research on industry data & guesstimate, I've estimated the retention rate for Tagda Raho. The retention curve for Tagda Raho over 12 months, showing the percentage of users retained month-by-month after their first purchase or session.

Reasoning:

• With secondary research & basic comparison with Cult.fit, Cult’s retention rate is 30% - 34%, with factors such as pricing, variety of offerings, and accessibility impacting user engagement [Source: Cult.fit Industry Trends, 2023]
• Cult.fit experiences a higher churn rate among casual users within the first 3 months, with retention stabilising around its premium users
• Moreover, D2C brands in the fitness space typically have an average retention rate of ~31% due to challenges like accessibility, competition, and drop-offs after trial periods.

Analysing Retention Over Time:

Month 1: Retention begins high at 100%, as users are initially excited about the product and their fitness goals.

Month 3: A noticeable drop to 65%, indicating early drop-offs due to reasons like commute issues, hectic workouts, or misaligned expectations.

Month 6: Retention stabilises at around 44% as only engaged users (Core and Power) remain active.

Month 9-12: The retention curve flattens at 35%, representing the loyal Power users and some Core users who value the product’s offerings and community.

To determine the accuracy of this analysis, I've conducted 15 interviews with the customers of Tagda Raho across their dugouts in Bengaluru.

Data from the interviews:

The retention curve for Tagda Raho is supported from the user interviews that reflects key user behaviours, flattening around Month 9 as Power Users dominate the active member base. Based on 15 user interviews, Casual Users often churn within the first 1-3 months due to challenges like commute, workout intensity, or time constraints, leading to a sharp drop-off. Between Months 4-6, Core Users emerge as they begin to see results and engage with the community but gradually drop off due to value misalignment or commitment issues. By Month 9, retention stabilises as Power Users engaged through certifications, advanced fitness goals, and community loyalty represent a consistent, loyal base, with churn occurring only due to major reasons like relocation.

Depth of Engagement

To demonstrate deeper engagement at Tagda Raho, let's analyse data derived from user interviews and primary research:

The data highlights strong patterns of deeper engagement who demonstrate consistent attendance, see results, and usage of value-added services.

Willingness to Pay

There are no free-trail classes at Tagda Raho. Everyone has to pay to experience the workout format. Therefore, let's deep-dive into the packages selected from the primary research done:

Note: The prices were hiked recently. Therefore, the data & insights might be skewed for the old pricing

There is willingness to pay for Tagda Raho today.

GTM Communication

What your product is?

Tagda Raho is a fitness ecosystem that blends ancient Indian fitness practices with modern techniques to offer dynamic, movement-based workouts. With a focus on improving core strength, stability, and mobility, Tagda Raho offers Dugout sessions, online guided classes, physio consultations, and personalised equipment—all designed for holistic fitness.

How does it build trust amongst users?

1. Trusted by over 5,000 members, including professional athletes and fitness enthusiasts.
2. Backed by MS Dhoni as an investor, adding credibility and inspiration.
3. Proven results: noticeable strength & mobility improvements within just 3 sessions.
4. Offers personalised coaching during every session, ensuring attention to individual fitness goals.

Why should customers choose Tagda Raho?

1. Unique fitness offerings: training on sand and barefoot, emphasising functional strength over machine-based exercises.
2. Flexible scheduling with no slot system, allowing users to train when convenient.
3. Holistic fitness approach combining mobility, flexibility and strength-building.
4. Community-driven: fosters engagement through events and group workouts.
5. Creates a safe and inclusive environment for all, with both female & male trainers

How to best use us?

1. In-Person Dugouts: Attend 3–4 sessions weekly to fully experience the muscle activation and dynamic workouts unique to Tagda Raho.
2. Online Guided Classes: Perfect for skill development at your own pace with lifetime access.
3. Physio Consultations: Use to prevent injuries and ensure personalised adjustments to workout plans.
4. Equipment Store: Invest in tools designed to enhance home strength workouts and mobility exercises.

Major Customer Touch-Points:

1. In-Dugout visits
2. Social Media especially Instagram
3. Website
4. WhatsApp groups
5. Email

Substitute Pricing

What are the core problems that Tagda Raho is addressing today?

Lack of engagement, ineffective workout routines, limited mobility improvement, and absence of personalised guidance in traditional fitness setups.

Why do users pay for Tagda Raho? (User Responses)?

1. Access to coaches during every session for guidance and adjustments.
2. The novelty of dynamic workouts that activate muscles not usually targeted in traditional gyms.
3. The ability to train on sand and barefoot, offering a unique experience compared to standard gyms.
4. A safe environment, especially for women, with female trainers available.
5. The inclusion of physio consultations as part of the packages.
6. No pressure of group sessions, allowing personalised attention.
7. The cultural connection of reviving traditional Indian fitness techniques.
8. Noticeable results in mobility and core strength within just three sessions.

What does Tagda Raho need to improve on if users had to pay or pay more (user responses)?

1. More dugouts in different parts of the city to reduce commute times.
2. Better visibility into class schedules and real-time occupancy data.
3. Introduction of trial packs for online courses to help users test the value before committing.
4. A stronger sense of community through events, meetups, and team challenges.
5. Clearer communication of the benefits included in each package.
6. Flexible options to pause memberships during travel or illness.
7. Discounted family or referral plans to bring in partners or friends.

Competitor Analysis

Monetisation design

Users value personalised coaching, flexible schedules, and dynamic workouts, but challenges like high pricing and commute issues present opportunities to refine offerings. Our strategy focuses on value-driven pricing models and tailored offerings to address user pain points, ensure retention, and maximise engagement across Casual, Core, and Power users.

Today more than 50% of users are core & power users being ready for monetised for Tagda Raho

Who to charge?

Assumed RFM Grid

Monetise activated users in the Champions, Loyalists, and Potential Loyalists cohorts (power and core users) as they rely on Tagda Raho for consistent, high-impact workouts and access to expert coaching. These users value personalised attention, flexible timings, and community-driven events, making them ideal for premium offerings, advanced training programs, and exclusive memberships.

When to charge?

(Calculate the Aha Moments and Happy Moments and the Perceived Value attached thereon, try to plot Perceived Value and Perceive Price on a graph )

Parameters Determining Value:

1. Improved Physical Performance and Injury Prevention:

Users experience measurable improvements in strength, mobility, and injury prevention through dynamic, movement-based workouts. They started activating muscles that they didn't know existed. This addresses a key pain point of traditional gyms and provides a highly personalised and impactful fitness experience.

2. Time Flexibility and Coaching Accessibility:

With no rigid time slots and access to coaches at all times, users save significant time and receive continuous expert guidance, making the fitness journey seamless and convenient.

The Aha Moments for Users:

1. After completing 3 sessions and feeling muscle activation.
2. 2 months into the session with a visible improvement in strength, mobility, or athletic performance.
3. When users receive personalised attention that they perceive as better than other gyms.
4. The want to go to the dugout everyday

Metrics to Quantify the Value-Add Parameters:

1.  Improved Physical Performance and Injury Prevention:
2. 1. Progression in weights or resistance a user is lifting over a defined period, such as three months.
   2. The number of reps or workout duration, like planks or lunges, before fatigue.
   3. Number of injuries experienced before vs. after joining Tagda Raho.
   4. Before-and-after stats to assess strength gains, posture improvements, and joint stability.
3. Time Flexibility and Coaching Accessibility
4. 1. The number of sessions attended monthly for users with rigid schedules versus flexible ones.
   2. Number of queries resolved or advice sessions attended per user through in-person coaching logs.
   3. Higher retention rates among users valuing flexibility as a proxy for satisfaction.
   4. NPS Scoring -  attendance records, coach feedback logs, and user surveys to gauge engagement levels and time efficiency.

Perceived Value Over a Period of Time:

What to charge for?

Primary Metric to charge is Time. Charge for the number of dugout sessions or online live classes through flexible subscription plans such as monthly, quarterly, and annual packages.

Secondary Metric to charge is Access. Charge for the right to access the Tagda Raho ecosystem, including number of dugouts and physio facilities, regardless of usage frequency as add-ons

How much to charge?

To align the pricing calculations with Improved Physical Performance and Injury Prevention and Time Flexibility and Coaching Accessibility, we will focus on quantifying these two core parameters based on user insights.

Parameter 1: Improved Physical Performance and Injury Prevention

Cost of Physio Sessions Saved:

1. Average cost of a physio session = ₹1,000.
2. On average, 2 sessions/month availed at Tagda (equivalent value outside).
3. Value = ₹1,000 × 2 = ₹2,000.

Time Value of Injury-Free Performance:

1. Improved mobility and injury prevention save ~4 hours/month (assuming 1 hour/week saved due to better movement efficiency).
2. Average time value (₹500/hour for professional users):
3. Value = ₹500 × 4 = ₹2,000.

Performance Gains vs Advanced Facility Costs:

1. Tagda offers 15% performance improvement/month. For advanced facilities (with similar gains), users pay ~₹6,000/month.
2. Users achieve the same performance gains at a significantly reduced cost.
3. Value = ₹6,000 (advanced facility equivalent).

Parameter 2: Time Flexibility and Coaching Accessibility

Value from Reduced Missed Sessions:

1. Missed sessions reduced by ~3/month due to flexible scheduling \.
2. Average cost of a missed session = ₹400/session.
3. Value = ₹400 × 3 = ₹1,200.

Personal Trainer Value:

1. Personal trainer cost = ₹1,500/session.
2. Tagda users benefit from coaching accessibility and form corrections (~3 sessions/month equivalence).
3. Value = ₹1,500 × 3 = ₹4,500.

Reduction in Injury Risk:

1. Continuous monitoring reduces injuries (~₹1,000 saved/month in potential physio costs).
2. Value = ₹1,000.

Faster Goal Achievement (Opportunity Cost Saved):

1. Time saved reaching fitness goals = ~1 month earlier.
2. For a ₹6,000/month facility, this translates to a savings of ₹6,000 over a year (~₹500/month equivalent).
3. Value = ₹500.

Total Perceived Value for Tagda Raho: ₹10,000 + ₹7,200 = ₹17,200/month.

A price point of ₹4,500 per month is feasible because Tagda Raho’s offerings provide a premium blend of personalised coaching, time flexibility, injury prevention, and measurable performance improvements, which significantly outpaces the perceived value of traditional gyms or personal training sessions while remaining accessible to its target audience of core and power users.

Pricing Page

(Understand the existing user discovery flow for pricing and try to understand why things are being done they are currently)

Current Pricing Page

Pros:

✅ The visual aesthetics of the page are appealing, with a focus on action-oriented imagery that aligns well with the fitness theme.

✅ The pricing is clearly displayed, making it easy for users to understand the cost of the trial pack and membership options

✅ The use of urgency with a countdown timer creates a sense of FOMO (Fear of Missing Out), encouraging immediate action.

✅ The inclusion of a discount code (TAGDA25) makes the offer more attractive, incentivising users to explore subscription plans.

✅ The ability to select membership types and locations is a user-friendly feature, ensuring customisation based on preferences.

Cons:

❌The call-to-action (CTA) “Buy It Now” is prominent but doesn’t clearly indicate what users will get or what happens after purchase, leaving some ambiguity.

❌The information provided lacks a detailed value proposition, such as benefits or unique selling points (USPs) of each of the package.

❌ No mention of testimonials, reviews, or trust signals, which could help build credibility and influence decision-making.

❌ While the timer adds urgency, it may also seem gimmicky as the countdown resets on refresh that makes user doubt on the authenticity.

❌ There’s no clear breakdown of what the subscription plans include, leading to potential confusion about what users are paying for.

❌ Multiple packages with multiple options that confuses the user

Redesigned Pricing Page:

Why will this work?

• Decoy Effect:
• • The Endurance Pack serves as a decoy to nudge core users towards the Strength Pack. With the pricing gap between the Endurance and Strength packs being relatively small (₹11,000 vs. ₹18,000), users are more likely to perceive the Strength Pack as a better deal due to its additional benefits (more physiotherapy sessions and longer-term value).
  • The Momentum Pack also sets up the value ladder, making the Endurance Pack look like the logical next step for casual users transitioning into core users.
• Scarcity Effect:
• • The inclusion of exclusive perks in higher-tier packs (e.g., limited physiotherapy sessions and merchandise kits) creates a sense of scarcity, prompting users to upgrade for fear of missing out on these premium offerings.
  • By labelling the Legacy Pack as a long-term commitment option with a legacy branding, it appeals to dedicated power users who want to secure the highest level of personalisation and engagement.
• Anchoring Effect:
• • The Legacy Pack price of ₹32,000 acts as an anchor, making the other packs (especially the Strength Pack) appear more affordable in comparison. This subtle anchoring pushes users to see the mid-tier packs as reasonable and valuable.
•  Recommendation Bias
• • Highlighting the Endurance Pack as “Recommended” leverages social proof and decision-making shortcuts. Users often gravitate toward the recommended option when unsure about which to choose, especially if it aligns with their intermediate needs.
• Simplicity of Choice
• • Limiting the options to five clear packages avoids overwhelming the user. Each pack has a distinct purpose, making decision-making straightforward and ensuring the user feels confident in their choice.
• Discount at Checkout
• • Instead of showing the timer based discount, we can have a coupon code at checkout.
• System 1 vs 2:

The pricing page for Tagda Raho primarily leverages System 1 decision-making, with elements of System 2 layered in for validation. While System 2 elements ensure logical validation for more analytical buyers, System 1 dominates this pricing page. The design primarily appeals to quick, emotional, and intuitive decisions by simplifying options, guiding attention to the recommended plan, and creating a sense of urgency and exclusivity. This dual-layered approach maximises appeal across diverse user personas.

• • System 1: The pricing page leverages intuitive and emotional decision-making by highlighting the “Recommended” pack, using visual cues, scarcity effects, and simplified options to guide quick choices.
  • System 2: Logical pricing progression, tangible features like physiotherapy sessions, and goal-oriented descriptions provide rational validation for users analysing the value.