Butter Triceps
Get fit, Eat well and Live Healthy.
Product: HealthifyMe
PMF: In Miachel Sibel's words, "to find product market fit, choose a market where users have a real, meaningful problem, launch quickly, and listen to your users".
Here the market need is ,over-weight people who want to loose weight
The market is dire enough that you can post a good solution and there will be enough customers to scale it up.
User Understanding
User Calling Framework
A list of questions has been prepared to understand the ideal user. The questions are designed to find following things
- Direness of Problem: What is the problem user is trying to solve? How important or urgent is this problem in the user’s life?
- Solutions: What are the different solutions that a user has tried? How do they find solutions? What is their trusting mechanism? Why do they go for paid solutions?
- Discovery: How was the product discovered? What convinced them to do download the app? What has product solved for them? What is still left to be solved?
List of Questions
Direness of the Problem!
- Introduce yourself.
- What is you name, Age, Gender, Location , Occupation ,Relationship Status Where do you work as? Whom do you live with? What are your interests? Where do you spend your time? What are your major expenses go towards? **
- Just for the sake of imaginations, one day you find “Aladin ka Chirag” and genie asked you for 3 wishes, but the condition is those wishes has to completed there existed 3 wishes, what were those would be? Which problems you wanted to disappear immediatly or things you would have received instantly? Think better for direness of the problem?
- How did you decide to get into a Fitness journey? What made you felt to go for it? When will you feel accomplished, what will be the moment when you will cry out loud and say, Yay!, I have done it.
- Let’s say, you will achieve your fitness goal in next 2 months. One day a genie came and aksed you to choose among these 2 wishes, which one would you choose.
- You will get fit in one next 1 months, but it will only last for 1 wek.
- You will get fit in next 4 months, but it will last for next 8 months. Which one will you choose and why?
- Pain Points in Fitness Journies!
- How long have you been in this journey? Have you been able to do it conitnously? How do you bounce back? What triggers you?
- What is the hardest thing about getting fit? In your experience, what should a person definetly have to get things done? What is something which most people need to stay put in journey?
- What are the different solutions have you tried? What made you quit or continue those solutions? 2 examples are good.
Solutions: Paid and Free
- There are many free solutions in market, you can go to youtube and find exercises routines for free, nutrtion vloggers will tell you what to eat. you can eat and exercise by yourself. Then, what is the need to pay for it? What will I miss, if I do things for free?
Discovery
- How do you find solutions? Do you ask friends or consult experts or look at youtube or find apps or join gyms?
- How did you discover HealthifyMe? What made you signup? What expectation did you have?
un-resolved
- After using healthifyMe, how did you feel? What changed in you as a person, as a fitness practitioner? What do you feel accomplished about?
- What is still left to do? What are the things, even with healthifyMe support, they are not done yet? What more help is needed?
Data from user calling
Name | Abhishek patra | Aashima Kapoor | Vasu | RutuRaj Kulkarni | Lakshaa |
Age | 25 | 33 | 27 | ||
Biological Sex | Male | Female | Male | Male | Female |
Profession | ML Engg - Quantify | PM - Toothsi | Real Estate Business | PM | Sr. Brand Solutions Strategist - OWLED |
Income Range | 20 - 30 LPA | 30 LPA | 1 Cr - 2Cr / annum | 40 - 50 LPA | 20-25 LPA |
Relationship Status | Live-in | With Family | Married | Single | |
Interest | Sports ( Cricket, Badminton)KickBoxingMusicBooks, Coding | Travelling, Reading, Water color painting, Trying new experiences, learning salsa | 1. Cricket - watching2. Playing sports3. Macro Economics4. Travelling | 1. Football | |
Time Spent | Work, Books, Games, party | work, fitness, hobby, social life. meeting one person - 1 month, | work, family, over-thinking | ||
Expenses | Transport, Online Food, Party, Miscallenous | Expereince - culnary experience, Dance Class, Fitness, Die Nutrition, Frugal - eating out, athelisurecore value - in experincing, not hoarding, some value to be added in life | Housing, Travel, Eating Out, General LifestyleReading subsriptions, Lobyying expenses | ||
What was your motivation to get into Fitness journey? | BMI was around 24. Wanted to Reduce Belly Fat. Feeling tired, lathergic. | Auto-immunity reversal | Weeding | Engagement, needs to look presentable | Weight loss |
What do you use Healthifyme for? | WeightLoss by only Diet Plan | To Calorie Tracker. Macro nutrient ratios.UI is better. | WeightLoss | Calorie TrackingGoal: Weight Loss Reduction | |
Which plan you use? | Paid, AI - Plan | Free | Pro | Pro | Free |
Top 3 problems currently | 1. Job2. Love life3. Chill | 1. Physical Health2. Finding a Job ( a medium to express yourself)3. Better Emotional availibity / vulenrable | 1. Financial Independence2. Longevity (healthy habits)3. Parents Health | ||
How did you decide to choose fitness?Kickoff moment | Feeling lathergic after playing football and cricket. | Was an overwieght kid, mis-diagnosed, left trust over medical communityfaced severe health problem in past.found auto-immune is managable not curable. found a dietician, tried nutrition way and it worked to some extent, eyesight reversal happenedTried food tolerance , does not believe on results | WeddingHad to reduce 8 kg in 3 months for wedding. | Obese for last 5 years. Wakeup Call: start of 2022. had a back injury,Wedding honi hai went to physiotheraphy session, was a big wakeup call . Jan - injuryJuly - Started Healthifyfirst 3 months , lost - 8 kgslast 3 months - had to travel, | always tried to loose weight. Tried every diet, Intermittent fastingSustain weightloss for long time |
What does accomplisment feels like? | Target weight - 70 kgBelly fat comes with it. | there is no end, this is on-going fight. Healthy, pain free body. Aging finely, able to go gym at age of 70 | Remaining in right fat percentage and in right weight range. | No backpain. Weight in control | Achieving the right weight and sustaining it |
How long have you been in this journey? | 2 months. | 4 -5 years | 2 years ( on and off) | 2 years | 5 years |
How much time do you give for Fitness? | every weekend. | 2 hours / day | 8 -10 hours / week - workout3-4 hours / week - For meal prep | give continous walking. 3-4 times / week. | 16 times / week |
What is your fitness goal? | not feeling very tired playing sports | have a healthy pain free body.10K steps a day | Keeping weight and fat percentage in check | loose 15 kg-20 kg from here | Weightloss, Health loss10K steps / daywater intake / day |
What is the hardest part about this journey? | - diet plan is too difficult to follow- lifestyle changes. - proportion of paneer is too high- recepie not able to follow- Logistics issue: grocery items are very specific | having control over food. - - Sweet Tooth Problemcan eat boiled food. Stress Eating | 1. Getting time in busy schedule for workout2. controlling calorie intake in social settings | 1. exerice soreness, sugar, maida is cut1. Quitting taste of tounge, pizza and cheese2. Sleeping on Time | being consistentNeed NudgingUp and downs comes over. Premium will nudge you. |
What can you trade for Fitness? | not very important | anything. money | N/A | Fotball Matches | Money |
How do you find solution? How do you look for them? | - Logistics issue: grocery items are very specific- Lifestyle Issue | Find dietician from Google Search articles. | Watching YouTube advertisement. Looked for weight loss testimonials | Known proof, seeing examples in real life. Word of mouth. | research by myself. Youtube videos. Make personal diet.word of mouth, scientific study, backgroundScience based podcasts. expert POV |
What different solutions have you tried? | Gym | 1. Tried elimination diet, Restriction Diet2. Suppliments: Mg, Zn, Fe, Omega - 3 | Knew healthifyme as a company.Was looking for trusted sources. | LifeEasy, other appsFood Darji | 1. Intermittent Fasting2. Different diets3. Working out and steps |
Why do you pay for solution, when you can find it free? What does free does not do? | for expert advice, customised for a human body. there | for Discipline, structure.Pay for gym to bring accountability | does not have time to shell out for an urgent weight loss | known proof, want to maximise success options | I do not pay |
What would you choose? Get fit quickly and loose quickly, or go slowly and reamin fit longer? | quickly | last forever | last forever | Last forever | Go slowly and last longer |
How did you discover healthifyMe? | Instagram ads. first solution was free, could be tried. Level 0Word of Mouth from Mama | found on cult founder reel. social mediainfluencing. | Knew company beforehand. nudged by YouTube ads | Word of Mouth | YouTube videos or Youtube Ad / Peer word of mouthCalorie Tracking - convinced me. |
What did healthifyme solved for you? | Coke consumption reduced due to calorie reductionAround 1 - week | 1. gamification UI, (graph, green - red)insightful2. calorie tracker | - got a diet plan- followed up for few days. - did not follow up until some time, only followed up during plan renewal | - gives staple food- easily accessible food- food proportions, avoiding things | 1. Calorie tracking2. Nudging in eating less |
What did it not solve? | - diet consistency | - have units in oz, not si unit- more recommendation on what is safe food for auto-immune condition | - unsustainable weight loss- feeling weak internally with the plan | - Consistency- Exercise Endurance / familiarity in action / inertia | Self Motivaton. |
Overall how confident are you about solving problems? | not so positive | positive | Positive | Highly Positive | |
Other aspects not defined | Pro plan was higher price than AI- Plan | has auto-immunity condition, extreme condition, - Blog section is too much in UI, not relevant | wealth is taking precedence over health | keep breaking the streak. Streaks is Tried - MyFitnessPalImpressed by indian clorie countingLove notification. | |
Summary | Not so high intent users. Only received Sales call | Have auto-immune condition.It is a medical conditionUses healthify me for calorie and macro nutrient counting. Loves the gamification UI | want to reduce fat urgently. 5-6kg for wedding. Watched ad on Youtube, bought plan | no refined sugarSalad in every mealProtein: 1 whey protein, 2 eggs | WeightLoss reduction is the goal.Came to healthifyMe for indian food specific calorie trackingLoves the CT feature, Gamification and water intake reminder.Self-Motivation is something that needs to be solved. Did not have money for this back then, now have enough money and planning to pay for premium. |
ICP Forming Data
Name | Aashima Kapoor | Lakshaa | Vasu | Ruturaj | Patra |
Goal | Have pain free body | Loose weight and Sustain it | Weight Loss | Weight Loss | Weight Loss |
Core Reason to Sign up | Weight Loss, Calorie Counting | Weight Loss, Calorie Counting | Wedding | Wedding | Feeling Tired |
Pain Point | Self -Control over eatingHave Food Allergy conditionWeight Regain | Self-control over eating | Loosing control over food habits due to lifestyle demand | Lifestyle lures to loose control over food habits | Logistics Issue with food. Lifestyle makes bad eating habits |
Age Range | 30-35 | 25-30 | 25-30 | 25-30 | 25-30 |
Income Level | 25-30 LPA | 1 Cr - 2 Cr | 20-30 LPA | ||
Biological Sex | Female | Female | Male | Male | Male |
Location | Gurgaon | Gurgaon | Pune | Bangalore | |
Fitness Level | Struggle with Over weightHave auto-immune condition | Little OverWeight | Little Overweight | heavily overweight | mild overweight |
Likings | New experiencesNew foodLeisure Hobbies: Paint, social gatheringBooks, Cinema | Economics, Sports, Real-State | Football | Gaming, Music Playing, Alchol and stuff | |
Marital Status | unmarried, lives with parents | Married | With Flatmates | Faltmated |
ICP Decision
Tier - 1 / Metro Resident
25 - 35 years old
20+ LPA income
Heavy or moderatly overweight
Additional: have a wedding closeby or struggling with weight loss for long time
ICP | 1 | 2 |
Age Range | 25-30 | 30-35 |
Income Range | 20 LPA+ | 20 LPA+ |
Marital | Un-married | Unmarried |
Fitness Level | Little Overwieght | Heavy overwieght |
Need | Reach optimum BMI | Weeding |
Location | Tier -1 / Metro | Tier -1 / Metro |
Usage | Calorie Counting | Calorie CountingDiet PlanningFitness Videos |
Summary of User Calling
Summary of Notes
- Users like the calorie counting feature. Some users also mentioned that, since it is free to use, it is gateway for paid plans.
- 2 users wanted to reduce weight to look good for a wedding or engagement.
- Most of the users are aware that weightloss can take 3+ months and it needs a sustainable habits to maintain weight.
- Users are aware and face difficulty with control over food habits. It is due to lifestyle choices like party, stress-eating.
- Users came mostly by trusting word of the mouth, digital ads nuged them to think it
- the decision is cemented when they see a known has lost weight via the product
Conclusion:
Tier-1 Resident, 25-35 year old, Male or Female, 20+ LPA Income, moderatly or heavily over-weight is an ideal customer . Societal fat shaming bring people here, people come to loose weight to look god at their wedding. Customers trust word of mouth to sign-up for the plan. Calorie Tracker is the common likeable feature. There are mixed review over diet plan. Sustaining healthy eating habits is a struggling point, during and post weight-loss process.
Product
HealthifyMe has following major business parts:
Nutrition & Workout Consulting & Calorie Track
Exercise Studio
Store: Devices & Fod Products
Vertical | Offering | Ticket Range |
Calorie Counter | Calorie Tracker designed to calculate for Indian Food | Free |
AI Chatbot(HealthifyMe Smart) | Diet, Workout PlanSleep, Macro-micro nutrient trackingHealthy Recepies | 1 month - â‚ą9993 months - â‚ą2,3996 months - â‚ą3,49912 months - â‚ą4,199 |
Workout Nutrition Consulting(HealthifyMe Pro) | Workout & Nutrition Plan, calls to consult, followup and nudge | 3 months - â‚ą13,0506 months - â‚ą23,50212 months - â‚ą41,100 |
Food Suppliments | Protein, Nuts, Snacks, Vitamin, omega-3 suppliments | â‚ą500â‚ą1,000â‚ą1,500 |
Fitness Products | Health Scale, Continous Glucose Monitoring device, Yoga Mat, Arm-Leg Weights, Shakers and Bottles | Weight Scale - â‚ą1,800CGM - â‚ą4,500 |
Studio Classes | Yoga classesStrength & Cardio | 3 months - â‚ą6,5006 months - â‚ą7,80012 months - â‚ą12,500 |
Habit Trackers | Water Intake, Sleep, Medicine, Hand Wash, Heart Rate, Resitory rate, Steps/Workout, Weight Tracker | Free |
Core Value Proposition:
HealthifyMe is a weight-loss solution via diet changes.
Supplimentary business is, selling Nutrition suppliments,devices and studio classes.
Notable Features
- Calorie tracking: It is customised to Indian foods, it is free so it allows users to test this feature and feel the need of a weightloss diet plan. It is the hook for generating need for a pro plan purchase.
- Notifications: The app keep notifying you at the times of food intake to track calories and eat healthy food. It also reminds for water intake.
- Streaks & Gamification: The app keeps the streak of counting calories. Streaks are rewards, rewards motivate you to play the game. There are features to record habits for water intake, medicine intake, workouts
- Data Sync with apps: The app syncs health data like heart rate, workout and steps counter from Apps like google fit, Samsung Health, Health connect etc. Tough it has hard time syncing data with low cost watches like Noise watches.
Market
The market to be adressed is “WeightLoss Consulting and assosiated products” Market in India. Anyone who is 25+ years of Age, has ~ ₹10K - ₹15K disposible income for health is part of the adressbile market.
TAM, SAM, TOM
TAM:
$ 330M People with 25+ years Age, â‚ą10K - â‚ą15K disposible income over 3 months period (i.e.. ~â‚ą5K /month), little overweight or obese is Total Adressable Market.
Tough, User Studies have shown that users are living in Tier -1 cities. But, given the nature of services is mostly online consultancy , there are no meet-ups involved.
The market is not restricted by geographical locations. A users with enough intent and purchasing power can be adressed, wheter she/he is living in Kashmir or Kanyakumari. T
he age 25 is added, because intutively that is the age after which people start to spend money on weight-loss. Prior that money spend on health is on fitness section like gym, body-building or sports.
The cost breakdown is as follows: 3 months -
gym membership: â‚ą4000
Diet Consultation charges: â‚ą2,500 - â‚ą10,000
Suppliments Cost: â‚ą3,000 - â‚ą6,000
Total Cost: â‚ą9,500 - â‚ą16,000. ( â‚ą10K-â‚ą15K disposible income)
As per National family health survery, 2019-21 report Obesity in different age ranges is as follows:
20 - 29: 17%
30 - 39: 32%
40 - 49: 36%
Let’s take an rough number of 25%. 25% of population with ₹5K disposible income on health is the TAM for HealthifyMe. Assuming anyone earning more than ₹100K / month lies in the range of 5K disposible income on health.
There are around 5.5M families which earn more than 100K / month.
TAM for weight loss market is . 5.5M * 5K = â‚ą27.5B or 330M $
SAM:
Secondary level of restrictions which converts TAM & SAM are
- skillset to add daily calories and track food, access to internet
- have some time to dedicate to health and have shown some intent to work on wieght loss
Tough, User Studies have shown that users are living in Tier -1 cities.
But, given the nature of services is mostly online consultancy , there are no meet-ups involved. The market is not restricted by geographical locations.
A users with enough intent and purchasing power can be adressed, wheter she/he is living in Kashmir or Kanyakumari.
So, here assumption is SAM is almost equal to TAM.
SOM: Assuming a 25% share in market.
SOM will be around ~$ 82.5M USD
Competitors
Flexify.me
CureFit
Goquii
Shyft
Food Darzee
N2B
MyFitnessPal
Aquistion Strategy
HealthifyMe is Series-D Funded company via cunchbase Mature Stage: ~50% of monthly downloads were organic as per a media interview of Co-Founder in 2021.
table start
Acusition Channel | Quanity | Quality | Intent | Cost |
Instagram Ads | High | Low | Low | High |
Youtube Ads | High | Medium | Low | Medium |
Facebook Ads | Medium | Low | Low | High |
Google Keyword Searches | High | Medium | High | High |
Product Integrations: Gym Memberships | Low | Medium | High | Low |
Product Integrations - Hospitals | Low | High | High | Low |
Product Integrations - Wedding Photography, Match making Website, Dating Websites | Mid | High | Medium | Low |
Referal - Word of Mouth | Low | High | High | Low |
Product Integrations - Eat.Fit, healthy eating joints, Swiggy, Zomato | Low | High | High | Medium |
Top 2 channels by quality and quantity
Rank | Quality | Quantity |
1 | Product Integrations - Swiggy, Zomator (online food delivery)Zepto, BlinkIt, Pre Wedding Photographers, Hospitals | Google Keywords Searches |
2 | Referrals | Youtube Advertisements |
Quality Channels:
Increase Volume: The idea is to create visibility at the sources of Food. When a person is ordering healthy ingredints or eating healthy food from Swiggy, Zomato. The visibility of HealthifyMe acts as nudge to take one more step in Weight Loss Journey.
Reduce Cost
- When a person pays for a preium plan on HealthifyMe. She/He makes a commitemnt to eat healthy for some duration, let’s say 1-3 months. The amount spending on grocies can be routed through Zepto, Blinkit and Swiggy Instamart. There can be discount offered on doing a minimum value of order. For ex: For a 3 month plan, a person would need to eat around 8.4 Kg of Paneer. If a person who orders 1.5X of value of required paneer and have healthifyMe pro plan can get a discount.
- A person who hits a particular streak or achieve a particular goal like loosing 3 kg since inception can be awarded some discount on Food Delivery Apps as part of reward to keep the person playing the game.
Quantity Channels:
Target on supplimentry keywords like
- Pre-Wedding Photoshoot.
- How to look thin in photos?
Experiements Brief
For this exercise, I do not have access to the information that which channels works best for quality of aquistuon. The intutive understanding is
1. product integrations
2. referrals
should work best for aquiring quality users
Experiment 1: Product Integrations
HealthifyMe is a weightloss app. The products that are closer to weightloss are:
- food or grocery delivery
- hospitals or test centres
- dating or matrimony related places (it came out to be a strong trigger in user calls)
- sports and fitness centres
Integrated Product | Why it works? | Why would partner integrate? | Time to go live | Tech Effort | New users monthly | month 1 - new users | month -2, new users | month -3 , new users |
|---|---|---|---|---|---|---|---|---|
Food Delivery apps - Swiggy, Zomato | food is the main ingrident of the weight loss. It can act as a strong nudge | It will make easy to access healthy food. | 2-3 months Quarter | High | 10K - 20K | 10K | 12K | 15K |
Grocery delivery - zepto, blinkit | Grocery/ food acts as pillar of the weight loss. It can act as nudge | Making it accessible to buy healthy grocery. Opening potential for ordering fresh items. | 2-3 months Quarter | High | 10K - 20K | 10K | 12K | 15K |
Dating/Matrimony - shaadi.com, tinder, bumble, | physical apperance matters a lot in dating / matrimonial world. this can cause a trigger to ger in right weight to find a potential match | Better physical apperance. Better match. Better match will mean satisfied customer for matrimony. | 2-3 months Quarter | Medium | 5K - 10K | 5K | 7K | 9K |
Sports Centre - Gyms, Dance Classes, yoga Studios, | High atheletic performance needs proper nutrition. | Better nutrition means better performance. Better performance means better reward for putting effort in sports. A person would like to do rewarding activities. | 1-2 weeks | Medium | 2K - 5K | 2K | 3.5K | 5K |
Medical - Diagnosis Centres, | For people diagnosed with hyper-tension, obesity, | Better nutrition means prevention of condition becoming further worsen. | 1 month | Low | 2K - 5K | 2K | 3.5K | 5K |
Hospitals | pateints who need to take care of their food intake needs expert advice. HealthifyMe provide expert advice | Better nutrition -> recovery -> Customer hapiness. | 3-6 months | Low | 2K - 5K | 2K | 3.5K | 5K |
for the most common use case ICP:
Age 25-30, tier -1, mid-senior level wroker and have trigger to weight loss due to wedding or any social event to look presentable. following are the 2 prioritised product integrations
1. Matriomonial Apps:
2. Food / Grocery Delivery Apps:
Experiment 2: Referrals
A proper referral programme needs,
1. something to be shared (brag worthy thing)
2. someone to be shared
3. a method/ tool to be shared
4. an incentive for sharing
5. the management of social risk
6. the management of the rewards
INTRO:
in user study, It was found that , user downloaded the app when they saw someone of their known being transformed. So, the sharing point must be around the transformation or the begining of the change . something percepitable, it can be either right calorie consumption or weight loss. this perception is build by either seeing the change in the weight on a physical scale or seeing the change in calorie consumption patterns on the app.
The reward should be around access to healthy recepie or coach calls (which enables the referrer to transform).
The channels should be where the most private conversation happens, WA or instagram.
DETAILS:
Brag worthy factor: Calorie Counter and Healthy Recepies
Platform currency:
1. Healthy recepie (accessed by AI Plan)
2. Access to Diet and fitness coaches
ICP wise details of trigger point, happy point, social risk and social efforts involved
ICP - 1 | ICP - 2 | |
|---|---|---|
Name | Lakshaa | Vasu |
Goal | reach optimum BMI | weight loss before wedding |
Trigger for Goal | Intrinsic Value | Social Projection of Image |
Bragworthy value | Under eating of Calories | Weight Loss |
what users said | they saw a known person being transformed via healthifyme , hence adopted it. The proof of output visually was their known work | user personally knew employess of healthifyMe, hence trusted on the expert advice. hence, adopted it. |
Platform Currency |
|
|
Happy point | Logging under eating calories for 5 day streak | Logging weight loss of 50% of the target. |
Social Effort |
|
|
Social Risk |
|
|
HAPPY FLOWS - OPTIMUM BMI - ICP - 1
HAPPY FLOW : WEIGHT LOSS: ICP - 2
different happy flows for different ICP:
ICP | ICP - goal | happy flow |
|---|---|---|
Vasu | weight loss before wedding | Logs Calorie -> find under eating -> log weight -> referral screen |
Lakshaa | reach otimum BMI | Logs Calorie -> measure calorie over/under eating -> finds healthy recepie -> log calorie consumption -> referral screen |
REFERRAL PROGRAME: DESIGN, DISCOVERY and REWARDS
ICP -1 | ICP - 2 | |
|---|---|---|
Name | Lakshaa | Vasu |
Referal Discovery Point |
|
|
Sharing Tool | WA, Social Media, Standard sharing tools | WA, Social Media, Standard sharing tools |
What is shared? | Image of the calorie insight + [COPY] | Image of Calorie Insight / Image of weight insight / Image of self + [Copy] |
Copy | For a will, there is a way! Look at me, eating the right calorie and killing it. Join the transformation journey with me on HealthifyMe! | Picture me, it is just a matter of time, before the person in picture is transformed. Join me in the weight loss transformation journey, click on the link below and get transformed! |
Tracking System | Referred people / medium / status | Referred people / medium / status |
Landing page for Referral |
|
|
Social Risk - 1 | Trust on dietician creditionals and medical risk involved | trust on dietician and risk involved |
Social Risk - 2 | NA | promise of weight loss, the same procedure may not work on other person. |
Social Risk Solution | Mention the number of days of effort made by the referrer. | Include the weight loss data. |
Definition of Success Referral | Person download app and do 10 meal tracking | person purchase a subsription |
Reward for Referer | 5 succesful subscription and get 1 month AI plan free. | get 0.5 month suscbription extension on every successful referals. Max 3 month extension |
Reward for the referred | unlock up to 10 healthy recepie access free. | unlock up to 10 healthy recepie access and 2 coach calls. |
Increasing average referrals per person:
ICP - 1 , Lakshaa | ICP - Vasu | |
|---|---|---|
Reward | 1 month AI plan free | max 3 month pro subsription |
Reward increment for referrer by quantity | for double the no of referral, reward is 1 month of pro subsription free | for 2 times of designed no of people reffered. (designed no - 6, achieved - 12) |
reward increment for referrer by quality | for 3+ people subsription to pro plan. | for reffered person doing secondary level of referral give 0.25x extra reward to referrer. |
Putting It all Together
Let’s compile the story
- Has the company found PMF?
Yes! It is “ weightloss via diet controlling”
- what is the core-product proposition.
WeightLoss
- Who is an ideal customer?
25-35 years old, 20+ LPA income, Tier-1 city, Moderate or Heavy OverWeight.
milder hints like: Approaching Wedding, hospitilisation due to obesity detection
- How many such ideal customers are present in the market? What is the potential of the business?
TAM = $330M monthly
SOM: $82.5M monthly
- What is aquistion stage?
Since, the nature of the business does not require physical presence. Anyone with enough monetary resources, time and enough over-weight is a customer. The business gets 47% of customers organically. It can be called a Mature-Stage business.
- How to improve aquistion channels?
- Integrate with products where people buy food. Swiggy, Zomato, Zepto, blinkit.
- Build presence where a desperate customer would go: Wedding planners, wedding photographers, obesity related hospitals, tele-consultancy websites
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