Onboarding project | cult.fit

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

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

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
1. Reminder notification
2. 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

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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