Onboarding project | cult.fit
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What is Cult.fit?
cult.fit is a health and fitness company which offers both offline and online experiences across fitness, nutrition and mental-wellbeing.
The company was co-founded by Mukesh Bansal and Ankit in Nagori 2016, the company is headquartered in Bangalore, Karnataka.
cult.fit's mission is to “make health easy”.
Ideal Customer Profile (ICP)
| Parameters | ICP 1 | ICP 2 | ICP 3 |
Person’s name | Ankur | Srishti | Naresh |
Gender | Male | Female | Male |
Profession | Self-employed | Homemaker | Retired |
Age | 38 years | 30 years | 65 years |
Marital status | Married | Married | Married |
Location | Sonipat | Noida | Lucknow |
How do the user spend time on weekdays? | 1. Factory (office), home, spending time with kids 2. Entertainment - Watching TV / OTT | 1. Household chores 2. Taking care of the kid 3. Watching TV, painting | 1. Household chores 2. Reading newspapers, watching TV, gardening |
How do the user spend time on weekends? | 1. Restaurants, social meet-ups 2. Watching movies at the hall / home 3. Travel 4. Shopping | 1. Shopping, meeting relatives 2. Going to kid’s playzone 3. Watching movies at the hall / home | 1. Grocery and household shopping 2. Meeting relatives |
What apps do they use on mobile phone? | Social media, OTT, FinTech, YouTube, | Social media, OTT, food delivery, online shopping, YouTube | Facebook & WhatsApp, YouTube, ICICI banking app, Ludo (gaming app) |
What do they spend most on? | Restaurants, shopping and traveling | Kid’s clothes and toys, grocery | Household expenses |
User needs | Wants easy access to nutritionists to chart out his diet plan | Flexible class schedule as cannot commit to one particular time of the day | Learn yoga meditation |
Willingness to pay | High 1. Results / outcomes matter more than money 2. Motivation is high | Moderate 1. Value seeking group 2. Motivation is high at least to start with, 3. They have time crunch and would like to utilize it judiciously | Moderate 1. High value seeking cohort 2. They would first enrol to the trial class (preferably free) and then make a decision |
Monthly budget | Rs. 3,000 per month | Rs. 500-1,000 per month | Rs. 500-1,000 per month |
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Jobs To Be Done (JTBD)
| Goals | Ankur | Srishti | Naresh |
| Primary Goal | Personal goal - Diagnosed with early diabetes and high blood pressure, need to adopt healthy lifestyle | Personal goal - Had gained substantial weight after pregnancy, now want to loose weight | Personal goal - Retired last year, and always wanted to learn yoga and meditation for mental-wellness |
| Secondary Goal | NA | Social goal - ]Look good and feel confident again | NA |
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AHA moments !!
There were 2 AHA moments for me as the user,
- During the sign-up process: I have created an account after my friend gave me a referral. When I signed up, my first name appeared on the screen automatically. On investigating it further, while referring he shared my name for generating a referral code. But it is interesting how this information was utilized by the team.
- Reminder feature: There is a booked class reminder feature in the app with two options
- Reminder notification
- Call to remind - there is an automated call reminding me of the class
Onboarding Teardown
Sharing the PDF link here - https://drive.google.com/file/d/1fHC_6xaVlJnC9TeiT1zeVbsInO15XAcN/view?usp=sharing
Activation Metrics
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| Hypothesis | Reasoning | Metrics |
Book a class / service / trial within 1 month of sign-up | We are living in the world of distractions; if the user does not sign-up for a class / service within 1 month of the sign-up then there are likely chances that the user might not use the product / service | 1. Total sign-ups 2. Book class / service / trial |
After purchasing the cult home pass, book 2 classes in a week | The user ​has purchased the package, but will only be able to become a repeat user once they experience the product for themselves. | ​1. Number of subscribers 2. Booked classes / subscriber 3. DAU / MAU 4. Frequency of booked classes / subscriber |
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