What is Healthify?

Only the best category-creating app since over a decade, duh. 😋

HealthifyMe is an Indian digital health and wellness company, which provides an app with services such as calorie tracking and advice on nutrition and fitness.

Core Value Prop: 💯

• Become a fit and healthy person, mindfully
• To keep a track of your health and wellness

How is core value prop experienced:

• Tracking calories
• Tracking movement
• Using meal suggestions
• Talking to a health coach (free consultation)
• Syncing your health apps and watch with the app

ICP Snapshot 🧑‍🤝‍🧑

ICP 1: Working professional in a metro city

1. Title: Senior Data Engineer at Reckitt
2. Name: Ankita
3. Age: 32 years
4. Education level: B. Tech from BITS Pilani
5. Gender: Female
6. Lives with: Family (Husband and kid)
7. Income level: 35 LPA +
8. Most used apps: Gmail, WhatsApp, Instagram, Healthify
9. They spend most on: Shopping online, finance apps, food apps
10. Very tech savvy, is updated with every new development in the market
11. Goal: Lose 6 kg weight & lose body fat
12. Weakness: Tends to eat when stressed
13. JTBD: Personal and Social: Look good in an upcoming wedding in the family
14. Features they value: Snap, Calorie Tracking
15. Frequency of usage: They use the app daily, three to four times a day.
16. Located in Bengaluru
17. Medical conditions: Pre-diabetic
18. Lifestyle: Sedentary ( 9-5 desk job)
19. Time V Money - Time
20. Health Budget for Healthify: 15k/ Year

ICP 2: Fitness enthusiast in metro city

1. Title: Marketing Manager at a high-paced startup (Acko)
2. Name - Tushar
3. Age: 26 years
4. Education level: MBA from IIM C
5. Gender: Male
6. Lives with: Self
7. Income level: 28 LPA +
8. Most used apps: Cult, WhatsApp, Strava, Healthify
9. They spend most on: Technology, fitness supplements, gym membership
10. Very tech-savvy is updated with every new development in the market
11. Goal: Build muscle and optimize body fat (currently at 16% - wants to make it 10%)
12. Weakness: Struggle to consume the right food to be able to bulk
13. JTBD: Personal: Wants to be at his fittest physical health
14. Features they value: Calorie Tracking, meal suggestions
15. Frequency of usage: They use the app daily, three times a day.
16. Located in Mumbai
17. Medical conditions: None
18. Lifestyle: Active despite a 9-5 desk job
19. Time V Money - Time
20. Health budget for healthify: 30k/year

Litmus Test 🧪

This product is already monetized.

Retention Curve: ✅

Healthify currently boasts over 40 million users and nearly 2,50,000 paid subscribers, the platform has seen significant growth.

If 100 users sign up on day zero, roughly 30-40% would drop off due to lack of motivation, wouldn't wanna track calories, or be serious about their fitness journey.

60% of people will be retained post-D30.

• There would be a significant drop post-D30, and only the really serious users would continue to post this mark (say about ~45%). This would form our set of core users.
• Assuming some more drop-outs over the next 15-20 days, the curve would stabilize at a 35% retention rate. This set of users are the power users who are highly disciplined and meticulous with calorie tracking, etc. These users are recurring subscribers of Healthify.
• But something interesting would happen in the last month, we will see a smiling curve, spiking again towards the end of the year/start of the new year.
• It is because of New Year resolutions. Healthify sees the most amount of traction during New years, as people rekindle their lost resolutions and get started with their journey again.

MAU: 16 M as per Google

DAU: 10 M as per Google - and assumptions

Stats By healthify:

1.5 Trillion Steps Walked

117 Billion Calories Burnt

2.1 Billion Foods Tracked

360 Million Messages Exchanged

40 Million+ Users

Deeper engagement: ✅

*this is basis user interactions and guesstimates

• Hence, based on the above points, a sufficient quantum of core and power users are active users of the app, (MAU: 16 M, DAU: 10 M as per Google - and assumptions)

Willingness to Pay: ✅

Basis user interactions, the typical ICPs valued time over money which typically means there is a likelihood of the willingness to pay being high.

Litmus Test = ✅ 💸 The product is ready for monetisation 💸

Substitute Pricing

The competition landscape is seen in the following table.

As per this secondary research, Healthify is the only product amongst competitors that covers all ICPs stated above.

Core Problem being solved:

• Become a fit and healthy person, mindfully
• To keep a track of your health and wellness

How is core value prop experienced:

• Tracking calories
• Tracking movement
• Using meal suggestions
• Talking to a health coach (free consultation)
• Syncing your health apps and watch with the app

Competitive Landscape

Pricing Design

Who to charge?

Basis user interactions and secondary research, the assumed RFM grid is as follows:

The users who are likely to pay fall under Champions, Loyalists, and Potential Loyalists. And these are the users Healthify should monetise effectively. A quick snapshot of these customers is as given below:

• Champions: These are power users, who have Pro Plan, they use the app 4 times a day and use 4+ features daily.
• Loyalists: These are core users, who use the app 3-4 times a day, and use 3+ features.
• Potential Loyalists: These are also core users, who are currently using 3-4 features, once - twice a day.

When to charge?

What is the perceived value of Healthify?

🕰️ Time: Healthify saves you time on manually tracking/guestimating calories during your fitness journey, you get access to multiple resources otherwise not available.

💰 Money: They follow a freemium model, which means the base app and features are free, and when you upgrade, there is a bundled cost, and if individuals go out to buy these services it would cost much more.

💯 Efficiency: Healthify streamlines your calorie tracking, meal suggestions, providing customized, nutritionally efficient solutions for maintaining a healthy diet and gives work out suggestions via Ria And their Coach.

Hence, the inflection point is at Day 15 - when the user has tried the product, is habitual to it and has successfully solved his/her problems of time, money and/or efficiency!

What to charge for?

• The core value proposition of Healthify is to provide everything health and wellness, the complete toolkit, in an app.
• The user can experience the core value proposition by:
• • Tracking calories to experience the systematic nature of data helping you plan what you eat
  • Talking to Ria, the coach, and have access to multiple other features in one app, saving him time, maximising his day, for an enriched fitness experience.
• From the POV of the framework, we have... drumroll please: 🥁🥁
• • ✅ Time: the user needs to sign up for for ‘n’ months at a time to experience complete benefit of the app, i.e. saving of time and money, while having access to premium features for a simplified fitness journey.
  • ✅ Acess: Acess to very premium features like a personalised coach and diet plan, advanced AI coaching, etc.
  • Hence, the monetisation needs to be on the basis of a combination of access and time.

How much to charge?

ICP - Girl Boss - Working Professional In Metro City

1. Title: Senior Data Engineer at Reckitt
2. Name: Ankita
3. Age: 32 years
4. Education level: B. Tech from BITS Pilani
5. Gender: Female
6. Lives with: Family (Husband and kid)
7. Income level: 35 LPA +
8. Goal: Lose 10 kg weight & lose body fat
9. Weakness: Tends to eat when stressed
10. JTBD: Personal and Social: Look good in an upcoming wedding in the family
11. Features they value: Snap, Calorie Tracking
12. Frequency of usage: They use the app daily, three to four times a day.
13. Located in Bengaluru
14. Lifestyle: Sedentary ( 9-5 desk job)
15. Time V Money - Time

• Income per hour: Rs. 2000 (assuming 40 working hours per week)
• Time saved because of HM: 2 hours per day: as the ICP would have to:
• • Manually track calories
  • Watch 30 minutes of YouTube and googling to get recs online
  • Guestimate things

• • Rely on random advice
  • OR: Hire a personal trainer or nutritionist - which approx costs 5k in metro cities for a month.
• Hence, total savings per day: Rs. 500 ⇒ Rs. 15,000+ saved every month

How to Show Pricing:

For Healthify’s pricing, we use the following effects:

• Centre-stage effect: The two core pricing options (Healthify Pro Lite and Healthify Pro) have the highest likelihood of being selected by the user
• Scratch pricing: The higher price is struck off to create higher perceived value
• We use random numbers for the pricing to show the discount being added.

Accordingly, the recommendation is to have either of the following screens:

• Option 1: Show all options upfront to the user (as per current screen). (Right now its very difficult to see the pricing, and confusing too, it should be in one screen, we shouldn't have to click on explore more etc.)
• Option 2: Reduce cognitive load to have the two most popular options along with marketing copy for inducing trials

• Also, Accompany each price point with a testimonial/ transformation picture/ or rating to show social proof.

How would this affect our ICPs?

• HealthifySmart - is a great affordable plan for someone wanting to try Healthify but not commit to a very high price point, for the Weight Watcher ICP
• For someone actively trying to get a transformation, Pro Lite is the best option as it has a lot of features but at the same time is cheaper than Pro and Pro Max.

Should it be System 1 or System 2?

• For the first month, it has to be system 2 - which involves very conscious and methodological thinking.

Why?

• Because this product has a high average order value and is a long-term commitment/subscription

• From month 2 onwards the plan renews automatically so that would be system 1.

Hybrid pricing

• Product is a want, not a need
• First purchase ticket size: monthly cost - approx 1499/month
• D30 - Average timeline product purchase
• Post-purchase gratification: As per user calls, healthify usually gives a few add-on services as a value add, like 2 extra months free on top of the current plan, to keep engagement and retention high.
• High frequency of usage - 4 times a day
• There is a long term commitment as usually the lowest price is when its offered for the whole year. However you can cancel the subscription too.
• There is appetite to pay for specific ICP's - especially champion and loyalist users

Current pricing:

Hence they have a freemium model.

Thank you for your time!