Cultfit Acquistion

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Elevator Pitch

Imagine having access to a personal trainer, a variety of workout options and a supportive community all in one place, and all at your convenience. That's exactly what Cult.fit offers.

We understand that life can be hectic and time is precious, that's why we provide you with the flexibility to choose from online and in-person training sessions, led by certified trainers. With our customized workout plans and variety of options including strength training, cardio and yoga, we help you achieve your fitness goals, no matter what stage of your fitness journey you're in. Whether you're a busy professional, busy parent or just looking to establish healthy habits, Cult.fit is here to help you make fitness a priority in your life.

Join us today and elevate your fitness game!

Are we ready to bring more people to the cult?

• Largest fitness chain in India with 600+ centers & more than 1 lac active members.
• App store rating 4.8, Google Pay store 4.4 with 10M+ downloads
• Currently present in more than 25+ cities
• 1M+ visits on website every month

Cult’s Core Product : CULT FITNESS

User experiences the core - value prop repeatedly by using Cult Fitness:

1. Via CultPass Elite - Unlimited access at-centre group classes at different time slots on all days of the week, All Elite & Pro Gyms and at home live workouts. Unlimited Smart workout plan can be created.
2. Via CultPass Pro - Unlimited Access to all pro gyms in the city, at home live workouts,4 sessions/month at Elite Gyms & Centre Group Classes.Unlimited Smart workout plan can be created.
3. Via CultPass Live - 1200+ Live at home group workouts across formats with energy meter tracking , 30+ goal based fitness programs , Meditation & health podcasts.
4. Via Cult Transform - Sustainable weight loss program with access to Transform coach , custom workout plans , Daily Habits + Progress , Tailored meal plans.

For this assignment we are only considered CultPass Elite segment.

Let’s explore our ICPs - Ideal Cult Personas

Vinita who is currently is looking to improve their fitness and overall health, but may not have the time or resources to commit to a traditional gym membership. They may be busy professionals or busy parents with limited time to spare, but still want to make fitness a priority in their lives. They are looking for a flexible, convenient and effective way to stay fit and healthy. They prefer online and offline options and will be looking for personalized support. They will be interested in variety of workout options such as strength training, cardio, and yoga, led by certified trainers. This persona may also be interested in a variety of fitness levels, from beginners to advanced.

ICPs to be prioritized:

After analyzing these parameters, it can be concluded that Vanshika, Abhishek and Vinita are the the ICPs to be prioritized whereas Anshul is currently not the ICP to be prioritized, he doesn’t have the paying capacity and the role of decision maker is the last say in this case, moreover his goal doesn’t exactly align with Cult’s offerings.

TAM/SAM/SOM

CHANNEL SELECTION

✅ Organic - Currently, Cult Fit’s organic search traffic is more than 2.1M with more than 65K+ keywords, continue working on the organic strategy will increase the discovery of the product and it’s use cases. The cost is low, effort is high but in long run organic will continue leaving print.

❌Referrals - The experience is top-notch but since the average pricing of membership is 11k for 3 months, the user might take time to think around the decision of joining and paying directly for such locked period, moreover the time span also increases.

✅ Paid ADs - Can be used to target ICPs across all groups. By reaching out to them on multiple channels through paid ADs, it will help to increase awareness about the product.

✅ Product Integration - Cult needs to acquire users from other apps which are popular among the TG, this increases discovery of the product…..

❌Affiliate Marketing

Channel 1: Organic

1. Type: Brand

<aside> 💡 Ranks #1 for these brand searches, the entire page covers all links of Cult Fit.

</aside>

1. Type: Use Case

<aside> 💡 Dance Fitness and group workout classes ranks at #5 | live workouts #1 | paid search on page 2 for HIIT classes | No ranking for Workout plan, celebrity workout, trainer led group classes.

</aside>

1. Type: Competition

1. Type: Generic

Youtube

Overview

Type: Brand searches

Type: Competitor searches

Channel 2: Referral

Platform Currency - Access to elite/ live workout classes in cult centers.

Current flow

The user who is an active member of Cult can discover the referral option on two pages.

1. My profile page
2. Fitness section
3. Current members are given a unique referral code or link to share with their friends and family.
4. When a new member signs up for a membership using the referral code or link, the current member who referred them will receive a reward, such as a discount on their next month's membership fee or a free class pass.
5. The new member may also receive a discount on their first month's membership fee as an incentive to join through a referral.

Proposed Flow

Condition: Already a Cult fit user.

• Once the user finishes the workout, a form pops up on the app to rate the class feedback. This can be a great point since the user just experienced the AHA moment and is also sharing his/her feedback. If the user select last two emojis - 🙂😃, a referral button will come up.
• Cult captures daily Cult moments where they click a picture of the workout session and upload on app for the users, when a user is going through there moment of the day they recall their 50 minutes experience, this can be second place where we can place referral button with CTA - Refer and make moments with your loved one.

Proposed referral program:

Refer 1 person → The person take a free live class and ends up taking membership, the user will get 1 month extension + Rs 1000 voucher for buying equipment.

Refer 5 people → .User will get 2.5 months extension and HRX goodies worth Rs.2000

Refer 15 people → User will get Rs.5000 off next membership and good worth Rs.4000

Current Referral Message

Proposed

Hey Vinita,

Refer a friend today and get 1 month extension + gift vouchers worth Rs 1000.

LTV Calculation

Let’s dive in the Elite membership pricing

• For 24 months, the commitment and risk increase for user if even they go daily, the decision to purchase membership for straight 2 years can be mind block for the user for number of reasons.
• For 12 months, the commitment is long for a first time user and even for a repeat customer.
• 6 months and 3 months are the safest option considering consumer and ICP purchases behavior.

Assuming case #1

AOV: 10490 | %Margin: 20% | F: 2 | Renews: 2 times in a year.

LTV: 25176, CAC: 8392

Assuming case #2

AOV: 10490 | %Margin: 20% | F: 1 | Renews: 0 times in a year.

LTV: 6294, CAC: 2098

AD 1

Format- Video

Concept: Rahul who is 25 came home after a usual busy day, as soon as he reaches home he crashes on bed to take a quick breather, now he is thinking he needs to go to gym, but a very boring visual of him comes into his mind, where he walk in a gym full of people full of people all doing their own workout and floor training roaming around, and he is surrounded with machine sin a lines and a lot of dumbbells around him, he starts to workout is is constantly asking floor trainer to help him with what exercise routine he should follow today but the trainer is only talking to girls around and helping them and hardly is paying attention to him, suddenly a pin comes in and his thought bubble bursts.

A question comes - Kardiya na phir se gym skip?

A cult trainer comes up and says bye bye to you daily fitness routine and then a video with cult center, different programs, live classes comes in.

The ad will end - We are cult!

Visual direction

Pain Points Targeted-

1. Bored of regular gyms.
2. Need a vibe to workout
3. Flexibility and guidance

Channels- Instagram, Youtube , Google, Facebook

AD set 2 - Hyper local Ads

<aside> 💡 Insight -Cult Fit has more than 600+ centers.

</aside>

Idea - The core idea is to motivate and acquire users from cities where Cult Fit centers are already running.

Copy and Creatives

AD set- 3

Format - Carousel

Idea - Awareness about product and USPs

Copy and Creatives