Partnership Led Growth project | Fitterfly HealthTech Pvt Ltd

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Partnership Led Growth project | Fitterfly HealthTech Pvt Ltd

Step 1

Product Chosen: FTx Plugin by Fitterfly

Fitterfly is a healthtech startup offering Digital Therapeutics programs covering Diabetes, Weight Loss and Heart Health. It has served more than 25000+ patients across these programs. For further growth of the company, Fitterfly is exploring partnerships with Insurance, Pharma and Corporates. The product chosen is called FTx(Fitterfly Therapeutics) Plugin. It's purely built from a partnership perspective. Hence, the product has been chosen.

Step 2

Product Features/App Journey

Core Problem -> 0-1 Acquisition (demand gap)

Step 3

Litmus Test

Question	Yes/No
Do you have a Product-Market fit?	Yes
Are you finding it difficult to acquire new customers or enter a new market?	Yes
Are you looking to drive power usage?	Yes
Do you have customers making requests for an integration	Yes

Explanation:

When Fitterfly approached insurance partners they were hesitant to offer our product as a separate offering. They said, "We don't want our customers to download another app". Hence, the FTx Plugin was built as an offering that can be integrated into partner applications. This is a B2B2C offering where the insurer pays for these services as benefits to their insured customers.

Step 4

Identifying the right partner

ICP

Traits	Manish (Mid-career working professional)	Sheya (Early-career working professional)
Age	35-50	25-30
Gender	Male	Female
Living In	Tier 1/Tier 2	Tier 1/2
Marital Status	Married	Single/Recently Married
Kids	0+	0+
Occupation	Corporate Job	Corporate Job in a startup
Monthly Income	100K+	75K+
Most used apps	Facebook, WhatsApp, Inshorts	Instagram, LinkedIn
User problems/frustrations	Anxiety due to weight gain Pain in one or more areas Stressed due to work-life	Looking to stay active/ maintain weight Stress due to work/life
Insured	Yes with Group Medical policy	Yes with Group Medical Policy

Fitterfly Brand Values

Authenticity

Expertise

Empowerment

Appreciative

Partnerships

Current Market

Users in Tier 1/2/3 cities of India who are living with diabetes/heart disease or obesity

Potential Partners

List of potential partners:

PlumHQ (Employee Benefits Platform)
Onsurity (Employee Benefits Platform)
Star Health Insurance (Standalone Insurer)
Bajaj Allianz Insurance (Standalone Insurer)

Partner Fitment Test

	PlumHQ	Onsurity	Star Health	Bajaj Allianz
Is your goal aligning?	Yes	Yes	Maybe	Yes
Do we have customer requests?	No	Maybe	Maybe	Yes
Does our ICP match?	Yes	Yes	Maybe	Maybe
Will our brand image improve?	Maybe	Maybe	Yes	Maybe
Do our brand values match?	Yes	Yes	No	No
Can I increase the price of my product after the partnership?	Maybe	Maybe	Yes	Maybe
Will the partnership help me enter new markets?	Yes	Yes	Yes	Yes
Score	4	4.5	4.5	4.5

The partners shortlisted have similar scores. Onsurity has been chosen as the potential partner because they're a direct competitor to Plum and but do not have as comprehensive benefits listing as them. The partnership is to help them achieve a common goal and solve a mutual customer problem. Hence, the alignment with Onsurity for this partnership.

	PlumHQ	Onsurity
Companies collaborated with	3700+	5000+
Lives Insured	5L+	10L+
App Downloads	100K+	100K+

Despite having a higher market share/distribution potential, Onsurity lacks the comprehensiveness of wellness benefits.

Step 5

Outreach Strategy

Potential POCs

Dr. Ruchi Singh

Business Head - Wellness

Ishika Nair/Pranav Sharma

Strategic Partnerships & Alliances

	Do they have high intent to make the partnership successful?	Would their motive align with you to make the partnership successful?	Are they likely to respond quickly?	Have they worked on partnerships in the past?	Would they have the bandwidth to pull of the partnership?	Can they align various stakeholders and teams to build the partnership?	Score
Dr. Ruchi Singh	Yes	Yes	Maybe	No	Maybe	Yes	4.5
Ishika Nair	Yes	Maybe	Yes	Maybe	Yes	Maybe	4.5
Pranav Sharma	Yes	Maybe	Yes	Yes	Yes	Maybe	5

POC shortlisted: Pranav Sharma (Manager Strategic Partnerships & Alliances)

Outreach Message

Subject: Fitterfly & Onsurity | Wellness Partnership

Hey Pranav,

I'm Akash from the product team at Fitterfly. We're a Digital Therapeutics company offering wellness solutions for holistic well-being.

Why Partner with Fitterfly? Fitterfly has helped more than 27000+ members achieve their health goals across diabetes, weight loss, and heart health. Our platform FTx Plugin curates a holistic solution covering nutrition, fitness, and wellbeing for their users, designed by our clinical experts.

Goal Alignment: Our vision aligns with Onsurity to increase access to healthcare and employee benefits for businesses. By integrating the Fitterfly app inside the Onsurity app, we can complement the existing wellness offering and provide more value to the every insured user.

What we propose: I'd love to discuss the possibility of a strategic partnership with Onsurity to enhance their wellness benefits offering.

Next Steps: If enhancing wellness benefits for your users is on your roadmap, I'd love to get on a call to discuss the possibilities.

Best Regards,

Akash

Based on the FES goals, if there's no response from the POC. A LinkedIn reach out will be done to Dr. Ruchi Singh (leading the Wellness initiative)

LinkedIn Reachout

Hey Dr. Ruchi,

I am reaching out on behalf of Fitterlfy to discuss a strategic partnership with Onsurity to enhance their wellness benefits offering.

Regards,

Akash

Step 6

First Call Design

Before the Call

Onsurity's Current Goals Incule

Deliver Seamless Health and Wellness Products
Creating the future of accessible healthcare and employee benefits
Accelerating organization growth, increasing employee retention

Fitterfly's FTx Plugin product complements their existing wellness offering that Onsurity provides. It covers more areas of health that can enhance the brand value of Onsurity.

Competitive Research

Comparison Metric	Fitterfly	HealthifyMe	sugar fit
Ease of integration	High	Low	Low
Past Health Outcomes	High	Medium	Medium
Cost Benefit	High	Medium	Low

Value Prop Design

Increase Employee Engagement -> FTx App is aimed at increasing the overall engagement of the employees with the Onsurity app
Improve Health Offerings -> Enhance and provide a holistic wellness offering that covers nutrition, fitness and wellbeing
Increased Revenue Potential -> Increased revenue for Onsurity for every company that enables FTx App as a benefit to their employees

During the Call

Talk about Fitterfly Intro
Value Proposition that we can offer
Past Outcomes and Partnerships Data
Brief Demo of Fitterfly FTx App
Brief about Tech Integration Process

Step 7

Company buy-in and alignment

Product Team Concerns:

Are there any product level changes required due to this partnership?
When does the partnership need to go live?

Marketing Team Concerns:

What is the nature of this partnership?
What are the brand/PR initiatives to plan for the GTM of this partnership?

Sales Team Concerns

What is the lead inflow expected?
Will there by any pricing changes for this channel?

Stakeholder Pitch

Pitch Deck

Step 8

Building Trust

Transparency

Communicate the scope of partnership
Highlight the scope of improvement from a user experience + value creation perspective
Proactively inform of any delays
Clear timelines on the roadmap

Engagement

Give them access to user feedback
Conduct monthly reviews till the partnership has matured
Share monthly reports on usage, outcomes

Step 9

GTM Strategy

Core Problem

Improve access to wellness for insured employess

Demand for offering

Other competitors like HealthifyMe integrate with Onsurity competitor PlumHQ highlighting demand for the offering

Time spent by ICP

Target ICP spends time on Facebook, LinkedIn and WhatsApp

	What's their biggest problem?	Where do they go for a solution?	What value do you provide them?	How can you communicate that value?
Attract	Limited knowledge of wellness	Search engines, friends, health influencers on social media	Help them improve their overall health	WhatsApp announcement, In-app Nudges on Onsurity, Partner company announcement
Engage	Not sure where to start	Direct or indirect competitors	Diet, Fitness & Stress Plans	Program Outcomes, Displaying authenticity and Expertise
Delight	Discover the offering and generate any one plan	Single app to access all benefits	Clear goals based onboarding	When they unlock a plan and experience the offering