What is HealthifyMe?

Pitch

“Measure what matters.”

This is so true in the world of health and wellness. And, HealthifyMe is built exactly on this principle — imagine a simple way to know the nutritional information of the food you’re eating with a few single taps, anytime, anywhere.

This led to awareness of the food they were eating and helping them eventually make better choices, driven by data and understanding.

On top of it?

The information was personalised for them. Imagine, Indian food recipes available for millions of Indians who track them on the app, personalised calorie goals including macronutrient break-up, RIA - an AI-powered nutritionist to help you know your food better and be a co-pilot in making better food choices.

Integrating this with the key component of tracking hydration as well as other physical activities liek steps and workouts in one single app to give you a holistic view of your health journey.

This magical tool is called HealthifyMe.

Overview

Launched in 2012, HealthifyMe has helped Indians collectively lose thousands of kilograms. Loved by 35 million users, it is rated 4+ stars on app stores.

Quick Glimpse of the Company

• Founders: Tushar Vashisth and Mathew Cherian
• Launch Year: 2012
• Rankings: #4 on App Store in Health & Fitness section, Editor's Choice on Play Store
• Goal: To create the largest online health and fitness service in the world
• AI Assistant: Ria, which uses machine learning algorithms to analyze health data and provide recommendations and feedback
• Product Scale: Mature scaling
• Revenue: 228 crores
• Loss: 142 crores
• Competitors: MyFitnessPal
• Goals: Achieve an annualized revenue run rate (ARR) of $200 million and prepare for an IPO. Recent launches include CGMs and improvements to the AI assistant with Ria 2.0, as well as the "Snap Your Food and Track" feature.
  

Offerings by HealthifyMe:

• Calorie Tracking
• Diet Plan
• Workout Plans
• AI Assistant & Specialized Coaches
• Diabetes Plan
• Community Feature
• CGM and Smart Scale
• eStore

Who uses HealthifyMe and Why?

Let’s know more about our users and what do they think about our product. We talk to our core users to understand it better!

ICPs:

Top ICPs are ICP 2 and 3 who are seeking to shed a few kilos!

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JTBD:

Primary goal is to help them achieve a PERSONAL GOAL to lose weight and be in peak health of their lives.

Under health and fitness, secondary goal is functional to manage their calorie intake.

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G-Sheet link (ICPs + JTBD): https://docs.google.com/spreadsheets/d/1tlihJt2xuokyCpgzyJSofnvr5K349vnJRF-bN_P4LG0/edit?usp=sharing

Onboarding Teardown

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Please refer to the PDF deck.

I had most fun doing it and was also so cumbersome! phew.

Onboarding Teardown.pptx.pdf
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Activation Metrics

Let's look at few of the hypothesis around activation metrics

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Product metrics to track

Metrics to Evaluate "Effectiveness" of Onboarding Flow

1. D1, D7, and D30 Retention
2. • Measures short-term and long-term user retention, indicating the effectiveness of the onboarding process.
3. DAU/MAU (Daily Active Users/Monthly Active Users)
4. • Ratio of daily active users to monthly active users, providing insights into user engagement and stickiness.
   • Tracks how often users engage with the app (e.g., daily, weekly), indicating the level of user commitment.
5. Subscription Rate vs Retention
6. • Analyzes the correlation between people who sign up for subscription in first week and first month and then analysing subscription rates and user retention, assessing the effectiveness of the subscription model.
7. User Retention Cohort
8. • Cohort analysis of user retention based on sign-up date, demographics, BMI level etc., identifying patterns in user behavior.
9. Product Reviews
10. • Monitoring user reviews and ratings to gather qualitative feedback and identify areas for improvement.

Specific Metrics to be Tracked

• Number of Users Who Logged Water Intake
• • Tracks the number of users engaging with the water intake tracking feature, assessing its usage and popularity.
• Number of Users Who Turned from Freemium to Paid Subscribers
• • Measures the conversion rate from free users to paid subscribers, indicating the effectiveness of the app’s monetization strategy.
• Average Activity Level of Users Across All Tiers
• • Analyzes the average engagement and activity levels of users in different subscription tiers (e.g., free, premium), providing insights into how different user segments utilize the app.
• Number of Meals Logged
• • Tracks the total number of meals logged by users, helping to understand the overall usage of the meal logging feature.
• % of users who Meal Logged for Complete Day
• • Measures the thoroughness and accuracy of meal logging, tracking how many users log complete meals with all calorie details.
• Number of Users Who Sync Steps
• • Indicates the usage and popularity of the step tracking feature by measuring how many users sync their steps with the app.
• Frequency of Tracking Meals
• • Provides insights into user commitment to tracking their diet by measuring how often users log their meals (e.g., every meal, daily)
• Effectiveness of reminders
• • Provides insights into how effective reminders to get action done.
    
    We will analyse 2 things:
    - Number of people who completed task based on reminder (within 30 mins of reminder notification)
    - overall comparison between completion of task between the cohort who got the reminder and who did not
• Time taken from first login to becoming a power user
• • Time taken between the first login to log the first meal
  • Time taken between the first login to log meals for complete day
    
    We will create cohorts based on our activation hypothesis to analyse app activity and its correlation with retention effective reminders

Some other data could see through:

• Acquisition Source Analysis
• • Tracks the sources from which users acquire the app (e.g., organic search, paid ads, referrals), identifying the most effective acquisition channels + correlation between activation
• Track User Cohorts
• • Identifies active sets of users with similar traits that outperform others in terms of activation metrics, helping to tailor strategies for different user segments. Largely, make cohorts based on our hypothesis of activation events and check if it is true.
• Funnel of actions on App
• • Analyzes user interactions on the app page to identify drop-off points and optimize the onboarding experience.
  • Find which places are leaky buckets with highest drop offs

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