The Context

Product Overview​

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ICP:

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colleagues and family members, online articles and reviews, colleagues, professional meditation practitioners, podcasts, and blogs.

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Blockers: Steep price point, brand awareness, better alternatives, free alternatives, not seeing results (previous neutral or negative experiences with other apps), self-doubt to be able to follow the routines consistently and grab maximum value.

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Considering the above-mentioned factors, students (ICP 2) and young professionals (ICP 1) would be the primary ICP because of high adoption, decent frequency, and a big market size. The founders, especially Ranveer (BeerBiceps), have greater reach and credibility among these two personas, leading to a greater distribution potential.

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The Landspace

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Market Sizing - Indian Market (Figures in INR)

Overview:

TAM: 465 Cr

SAM: 70 Cr

SOM: 10 Cr

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Guesstimates and Calculations:

I used a top-down approach and zeroed down on the target customers based on the aforementioned primary ICPs. I used various available data points to validate/benchmark my estimates.

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Total Population of India: 140 Crore

Population in Tier 1 & Tier 2 Cities (18%): 25 Crore (Estimates are in line with the Manual Calculations)

Number of Smart Phone Users (80%): 20 Crore

Population between ages 16-35 (50%): 10 Crores

Number of people that stress/anxiety (77%): 7.7 crores (Source)

People with an interest in meditation or those will take action for stress (20%): 1.55 Crore

The per month subscription of Level Supermind is Rs. 300, which is in line with the the industry average. Considering a monthly ARPU of Rs. 300;

TAM: 1.55 crore users x 300 rupees = 465 crore.

We can assume that 15% of the above users would be willing to pay for the app. This is also an average % of paid users across the meditation apps.

SAM: 0.2325 crore users x 300 rupees = 70 crore

Level Supermind last year managed to capture around 5% of the market purely based on revenue. Since it has now reached a scaling stage, we can target capturing 15% of the market.

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SOM: 0.0348 crore users x 300 rupees = 10 crore

When annualised, the above seems to be fair estimates with some data points in line with the report by Statista

The Pitch

Level up your mind, body and sleep.

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The Story Outline: Our user is the hero. He faces hardships in daily life. He's ambitious but anxious and stressed about the uncertain future and all the problems he's currently facing. No one is coming to save him. Enters "Level" a mentor who later becomes his sidekick. The hero levels up with level daily and learns to manage all his problems and stress and make the most out of life. The level is there with him through thick and thin. He then keeps emerging victorious through every quest he makes. He does all the hard work, gets all the credit, and just gives the right approach and content and gamifies everything for him.

Benefits and Features of Level Supermind

• 609+ guided and non-guided meditations by experts
• • This solves the cold-start problems for users who don't know where and how to start.
  • There are meditations to motivate, destress, relax, practice gratitude and self-love, boost confidence, etc., which were common pain points and goals across the board for various CPs.
  • There are meditations in 7 different Indian languages and in different forms, including spiritual, mantras and zodiac meditations, which help users cultivate a sense of calm.
  • Meditation helps students concentrate, focus better and increase their mental stamina and it helps professionals to stay focused and productive throughout the day.
  • These also help students and professionals to keep their emotional well-being and stress and anxiety in check.
• Breathwork, Sleep Stories and Calming Music
• •  Mindful breathing exercises and techniques help users to relax, focus, de-stress, and sleep.
  • Soothing meditation music and binaural beats also help in anxiety relief, sleep, confidence, and motivation.
  • Ragas for anger management, memory enhancement, and full-body relaxation
  • Sleep stories and sleep meditations help users relax, calm down, tackle insomnia and fall asleep without looking at screens.
• Daily Yoga and Home Workouts
• • Stretching, yoga, HIIT, and other workouts help users kickstart their day or get physical activities integrated into their day at any time, helping them improve their physical health.
• Streaks, Insights and Others
• • Streaks, alongside its leaderboards and hall-of-fame, help users be consistent and motivated.
  • Step trackers and insights help users track track their progress effectively and realise their results.
  • Diary helps in practising gratitude, increasing self-awareness, reflect and grow.

All the benefits and features add up to help ICPs realise their personal goals of improving emotional, physical and mental well-being and grow personally and professionally. The ends are different here, but from the product perspective, the means are the same.

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For students, the pitch is more exam and stress-focused.

Don't let the exam pressure weigh you down! Instead, level up and crush it with Level Supermind!

Try out personalised and curated Meditations, Music, and Workouts for Free!

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For young professionals the pitch is more towards anxiety, productivity and sleep.

Stress piling up at work? Balance your career and calm with Level Supermind. Reduce anxiety, sleep better and achieve your peak performance with personalised meditations and workouts.

JTBD for Level

Level Supermind, for all ICPs, primarily serves personal goals. The social, financial and functional goals are interlinked with their personal goals. Within personal goals, however, the “use case” or the “Jobs to be done” differs for various ICPs.

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For students (ICP 2) - Personal

It’s primarily used to improve focus, concentration and deal with exam related stress and anxiety.

Observations: While the goal was to deal with academic lifestyle, some students also used it for social signalling amongst the peer groups to “look cool”. They often engaged in Instagram centric content loops by sharing in-app content on their stories. They used the step tracker and diary to suite some personal needs as well.

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For professionals (ICP 1) - Personal

It’s primarily used to improve productivity, sleep better and explore mindfulness and spirituality.

Observations: A lot of these members didn’t necessarily know or realise that they needed content to sleep well. Their primary reason for signing up was to use the library of guided meditation and yoga/workout sessions by experts. The “sleep” based content on the app became an acquired need for these users. Similarly, a lot of “Ancient Wisdom and Stories” too became an acquired taste after coming on the app. While most users appreciate features being added, the new ones find the experience cluttered and not personalised enough.

Acquisition Channels

Overview​

• Founder's Brand - Ranveer (Beer Biceps) and Harshil.
• Organic - Content Marketing (Instagram, Youtube, Blogs, Podcasts), ASO
• Referral Mechanism
• Partnerships - Corporates, Businesses, Educational Institutes
• Influencer Marketing
• Personal Gifting
• Workshops and Events
• Ads - Google and Facebook
• PR - News articles, App Features & Award

Channel Prioritisation:

Level Supermind has very recently entered into the early scaling stage. Till now founder's brand, influencer marketing and ads have gotten more than 75% of the users. Partnerships with educational institutes and corporates have been an ongoing activity with a medium level of success. Partnerships, when successful, bring in users in masses alongside the revenue that comes with it. To ensure sustainable growth in the long term, Level Supermind needs to focus on building the base for organic growth, experimenting more with ads and influencer marketing to reduce CAC and solidifying/scaling the founder's brand.

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For now, based on the litmus test from the above table covering the cost, flexibility, effort, speed and scale, and the current context of the product, organic (ASO+Content Marketing), Ads and the founder's brand need to be prioritised.

Organic

ASO

ASO will help Level create a vast and organic funnel of users from various app stores. The high scalability, low cost and medium to low effort make it an attractive experiment option. There is a massive whitespace in the ASO for Level Supermind. Currently, the brand searches drive the maximum traffic on the ASO and the rankings are top in this case. However, the rankings on use case search and competitor search are extremely poor so as not to rank at all. This is primarily due to Level's positioning of being an "everything" app. So, the first part of the experiment would be to include the use case and competitor keywords and improve its ranking on app stores and later on in the Google search rankings as well.

Here are some low-competition keywords from Google's Keyword planner to serve as a reference for what people are searching.

Since most apps in the category have generic and use case-related names, these can potentially be embedded as keywords.

Here's a sample About Section with the above keywords integrated: https://docs.google.com/document/d/1Y1gQ-wsrBSoj9xGCk3TDCH-8jtTO7vXjEmD-dXqrYFw/edit?usp=sharing

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The images aren't optimised for mobile viewing, the text is small and illegible, and the design is cluttered. The product's core proposition isn't conveyed effectively. Here's an example from a competitor:

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Content Marketing and Loops

1.

SEO: Similar to ASO, the SEO for Level is poor. It doesn't appear on any category-based or use case based keywords on Google. For instance, when searching for "meditation apps", Level neither appears in the suggestions (enhanced search results) by Google nor the SERPs. This leads to a low discoverability for new users. To boost the SEO, apart from fixing the sitemap, schemas, title, snippets, meta descriptions and site links, a lot of blogs and articles can be curated for the ICPs with high volume-low competition mid and long tail keywords similar to those encapsulated in the ASO section above.

Example for students

10 Stress-Busting Meditations for Students to Stay Calm During Exams

How to Stay Focused Without Burning Out: Tips for Students

How We Improved Study Habits and Grades in 2 Weeks: A Student's Journey

Why You're Struggling to Focus: Solutions for Stressed-Out Students

How YOU Can Crush Exam Anxiety with Mindfulness Techniques

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Example for young professionals

Explained: The Benefits of Meditation for Professionals in High-Pressure Jobs

How to Stay Calm and Focused at Work Without Burning Out: Tips for Professionals

7 Mindfulness Techniques to Beat Workplace Stress

High-quality content created and curated by experts alongside guest blogging will improve backlinks and visibility on SERP.

2.

Social Media: Social media platforms such as Instagram, Reddit, Quora, Youtube, LinkedIn and Twitter can help in user acquisition and community building and eventually lead to a large inflow of UGC. Creating engaging, mindful, helpful and fun content on these platforms and further amplifying it via the founders' personal profiles will lead to organic growth over 6 months to 1 year. Instagram and YouTube are already established channels, however, the presence on other platforms is significantly low. Actively answering questions on Quora will not only help with discoverability and credibility but also improve the presence on SERP.

Reddit has active communities of students preparing for competitive exams (CAT, UPSC, GMAT, etc) and LinkedIn has an active user base of young professionals. Creating communities and value-added content and comments would kickstart content cycle leading to more awareness, conversations and cold-starting UGC.

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In-App Content Loop

Above mentioned SEO articles and social media content already kickstarts various content loops where users are creating or distributing content via their personal pages on various platforms. On the app too, after every successful meditation/workout session, a mindful quote is displayed which is shareable primarily on Instagram stories and other platforms.

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There's a really good referral loop in place too. The above content loops alongside several others in various modules are already established however it could be further expanded at various touch points on the app.

1. Streaks and Personal Milestones: Completing X days of streaks or personal milestones such as completing 100 meditation session can have sharable creative similar to the ones above. Similarly, at the year end, Level Supermind can create it's own version of "Spotify Wrapped" and make it a cool annual content loop as well.
2. Gratitude: In the gratitude module where you reflect on various moments of gratitude and verbalise it via text or speech on the app, the moments where gratitude it expressed/contemplated/reflected towards a person, well-designed note, letter or a creative can be generated by the app that the user can distribute via Whatsapp or DMs on other platform to the other person.

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Paid Ads

LTV: AOV x Frequency x Retention

= 1800 x 1 X 1.28 years

= Rs. 2304

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CAC: Rs. 700 (Consolidated)

LTV/CAC: 3.43:1

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​ICP: Young Professionals

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Platforms:

Youtube:

Objective: App Promotion, CPI

• Age: 25-35
• Gender: Any
• Location: Tier 1 & Tier 2 Cities in India
• Interests:
• • Self-improvement (podcasts, books, social media influencers)
  • Health and wellness (meditation, exercise, mindful eating)
  • Productivity (time management, focus)
  • Stress management (anxiety relief, relaxation techniques)
  • Mindfulness and spirituality

• Keywords:
• • Meditation apps
  • Stress management apps
  • Sleep improvement apps
  • Productivity apps
  • Mindfulness apps
  • Self-improvement tips
  • Work-life balance tips
  • Anxiety relief techniques
  • Focus and concentration exercises
  • Guided meditations
  • Productivity hacks

• Channels:
• • Personal development, yoga, health and wellness channels
  • Business and case studies channels
  • Relevant creator and coaches channels

• Formats: Banner, Bumper, Skippable, Non-Skippable

LinkedIn:

Objectives: App Downloads

• Age: 25-35
• Gender: Any
• Location: Tier 1 & Tier 2 cities
• Job Titles: Business Analyst, Marketing Manager, Software Engineer, Founder, Account Managers, HRs
• Industries: Startups, Marketing Agencies, Corporates, E-Commerce Platforms, Internet Services
• Companies: Fast-spaced startups, financial services, marketing agencies
• Interests:
• • Self Improvement
  • Health & Wellness
  • Stress Management
  • Burnout
  • Productivity
• Formats: Single Image and Carousel Ads, LinkedIn DMs, Video Ads/Sponsored Content

Instagram/Meta

Objective: App Promotion, CPI

• Age: 25-35
• Gender: Any
• Location: Tier 1 & Tier 2 Cities in India
• Lookalike audiences
• Advantage+ Campaign or interests similar to those on YT and their keywords.
• Format: Story, Reel, Post

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