Understanding the Product

Level Supermind is an app designed to elevate mental, physical, and emotional well-being and overall quality of life for its users. It helps students and young professionals improve their concentration, focus, and cognitive performance and cultivate a sense of calm by enabling them to manage stress and anxiety, relax, gain clarity, boost confidence, sleep better, and make the most of life.

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Level Supermind's app has many features, tools, resources, and content, including 609+ guided and non-guided meditations by experts, mind-muscle workouts (yoga, HIIT, etc.), breathwork, sleep music, stories, etc. It supports 7+ Indian languages and has a variety of meditations, such as spiritual, mantra, and zodiac meditations.

It’s tailored for users seeking personal growth in their personal and professional lives.

ICPs

Some notes on broader trends and insights on the above based on reports and secondary research:

1. Young professionals (25-45) is the fastest growing segment in India, and there's an increasing amount of work pressure and stress due to demanding work culture. There is also a rising popularity of meditation apps among this demographic.
2. Senior professionals face significant work-life balance challenges. There is also a high prevalence of burnout in this group. There is a significant technological adoption here, and the meditation via apps are starting to become more popular. It's a market that will be created over time, but not completely ripe or ready yet.
3. Various reports indicate that there's a growing trend. of students appearing for competitive exams coupled with a high prevalence of exam-related stress. The disposable income in terms of pocket money in tier 1 and 2 cities is also rising. There's also a frequency top up of Google Play balance by parents or students. The increase in the adoption of educational apps has led to students in this category owning their mobile devices. A major proportion of this category often look for personal development related content and apps due to the influence of positive social media.

Core Value Proposition

Level Supermind’s core value proposition is to empower individuals on their journey towards holistic well-being and mental excellence. The core Job To Be Done is to facilitate personal goals. The app achieves this through a multifaceted approach, offering:

1. Meditation Practices: Users can choose from a variety of meditation styles, such as mindfulness, mantra, visualization, breathwork, and self-guided sessions. These practices not only reduce stress and anxiety but also promote mental clarity and emotional balance.
2. Mind-Muscle Workouts: Incorporating elements of yoga, HIIT, relaxation techniques, and strength training, Level Supermind helps users maintain physical fitness while enhancing mental acuity. The workouts are tailored to different levels, from beginner to advanced, ensuring inclusivity.
3. Sleep Tools: Recognizing the importance of quality sleep in cognitive function, the app provides a range of sleep aids, including ancient wisdom stories, sleep music, meditations, and bedtime narratives. These tools facilitate relaxation, better sleep cycles, and rejuvenation.
4. Journaling Features: To promote self-reflection and mindfulness, Level Supermind offers journaling prompts for users to record their thoughts, affirmations, reflections, and expressions of gratitude. This practice encourages a deeper understanding of oneself and fosters personal growth.

Users of Level Supermind experience the core value proposition repeatedly by frequently interacting with one or more offerings/aspects of the product through a seamless and personalized app interface.

1. Customized Meditations: The app allows users to select their meditation purposes and use cases, tailoring the experience to their specific needs. Whether it's stress relief, focus enhancement, or inner peace, users can find guided sessions that resonate with them.
2. Consistent Engagement: With a variety of meditation styles, workout routines, and sleep tools, users can engage with the app daily to maintain a healthy mental routine. Streaks, push notifications, reminders and other gamification elements, such as leaderboards, prompt users to practice regularly.
3. Personalized Recommendations: The app suggests relevant content based on users' preferences, past activities, and progress. This personalized approach ensures that users discover new meditation styles, workout series, or sleep stories aligned with their interests.

Natural Frequency

Though the ideal natural frequency (defined in time) is once a day, the actual natural frequency of Level Supermind varies based on user engagement levels:

Casual users (1-2 times a week): There are essentially two types of casual users that exhibit similar behaviour: a) free users and b) paid users who have bought a subscription but don't use it consistently.

• Listens to guided meditations or engages with sleep stories on a bi-weekly basis.
• Participates in yoga sessions or workout routines once or twice a week.
• Checks in to explore new content every few days.

Core users (3-5 times a week)

• Incorporates mindfulness practices into their routine at least thrice a week and workouts at least twice a week.
• Maintains a consistent streak of meditations and workouts.
• Explores a variety of meditation styles, workout intensities, or sleep content throughout the week.
• Shares about Level Supermind on social media and with friends and family

Power Users (6-7 times a week)

• Utilizes Level Supermind as a daily companion for mental, physical, and emotional well-being.
• Engages with guided meditations, yoga sessions, or workout routines on a daily basis, with a lot of them using the app twice a day.
• Regularly accesses various features, insights, and personalized recommendations to optimize their experience.
• Competes on streak leaderboards with extremely long streaks for a spot in the hall of fame.
• Some have become advocates for Level Supermind in their social circles.

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There aren’t any subproducts per se; however, buying a subscription unlocks access to all content. There are primarily three use cases or subsections: sleep, mind, and body. The ideal natural frequency for each of them is daily, but it depends on the user and their engagement.

Here are some observations:

Casual users comprise around 37% of the user base, whereas core users are 43% and power users make up the remaining 20%. Within casual users, students on free plan majority of the base and remaining are young professionals with some having a premium membership but not using it actively.

The number of casual users are relatively high as compared to competitors such as calm (12.52% casual users) as there is a considerable amount of free content. The distribution of core users and power users are inline with other apps such as headspace, insight timer, balance etc.

There is also a constant exchange of users between power and core user buckets depending on the time frame in consideration, as the frequency of usage, especially for working professionals, keeps changing. For instance, during the month's end, the frequency of usage of working professionals drops.

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Mind (Meditations, Affirmations, Journalling)

Power users use meditations almost daily and affirmations on average three times a week. Journaling on the app isn't consistently done, but they usually do it over the weekend.

Core users use meditations 3-5 times a week, affirmations too on an average of 3 times a week and journaling once or twice a fortnight.

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Casual users use meditations 1-2 times a week and affirmations usually once a week. Most of them don't use the journaling feature at all.

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Body (Yoga, HIIT, Strength Training, Relaxation, Step Tracker)

Power users use workouts 3-4 times a week, while core users use it 1-2 times a week. The casual users have no consistent frequency of workouts. The free casual users stop or rarely use workouts after the first 2 weeks as there are limited and basic workouts for free users.

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Sleep: (Music, Meditations, Stories)

Power users prefer sleep music and meditation and use it 5-7 times a week. Sleep stories depend on when the new content gets added which currently isn't consistent.

Core users engage with sleep content 3-5 times a week. Casual users usually prefer sleep stories and meditations and use it only when they feel they can't sleep so there's no fixed frequency here.

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Core E&R Metrics

Here is a list of actions that make someone an active user of Level Supermind:

• Completing a meditation session
• Completing a yoga/workout session
• Listening to a sleep music
• Listening to a sleep or wisdom story
• Recording an audio or a video for affirmation
• Writing in the journal/dairy
• Activating Subscription (Paid user)
• Reactivating/Renewing Subscription (Paid user)

For Level Supermind, the new feature (breath) engagement creates more value for the user by making their personal growth holistic as they get to manage their mental, physical and emotional well-being, and the frequency of engagement helps them achieve better results merely by virtue of being consistent and maintaining streaks.

Customer Segmentation

Power/Core/Casual

Mentioned in the "Natural Frequency" Section

ICP/Persona Based

Mentioned in the "Understanding the Product" section

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Revenue Generated Based

Natural Frequency Based (Secondary)

• Daily Users
• Users who engage with Level Supermind on a daily basis. Highly committed to their mental and physical well-being.
• Value Features:
• Advanced meditation sessions for deep focus, confidence, and stress reduction. Intensive (HIIT & Yoga) workout routines alongside 21-day challenges. Sleep music and stories.Affirmations and Journaling as secondary priorities/features.Consistent streaks and active participation in challenges and leadboards.Community groups and events.
• Weekly Users
• Users who engage with Level Supermind 2-4 times a week. They Seek mental clarity, stress relief, and occasional physical activity.
• Value Features:
• Variety of meditation styles for relaxation and focus.Moderate-intensity workouts for overall wellness and flexibility.Essential sleep music, meditations and stories for occasional use. Affirmations are used actively.

Advanced Segmentation (Secondary)

Engagement Campaigns

Campaign 1: Welcome journey for new users

Segmentation: New users who have recently signed up but haven't engaged with the app yet.

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Goal of the Campaign: To onboard new users and encourage them to start their mental fitness journey with Level Supermind.

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Pitch/Content: Welcome new users to the Level Supermind community! Introduce them to the app's features, benefits, and how it can improve their mental, physical, and emotional well-being. Highlight the variety of guided meditations, workout routines, and sleep tools available.

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Offer: Unlock a free 7-day premium trial for full access to all features. Additionally, provide personalized recommendations based on user preferences and goals.

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Frequency and Timing: Send the welcome email immediately after sign-up. Follow up with reminders every 2 days for the first week.

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Success Metrics:

• Percentage of new users who activate the free trial.
• Number of sessions initiated by users during the trial period.
• Streaks maintained
• Conversion rate from trial to paid subscription.

The above campaign would make the user feel like they have taken action to unlock the premium instead of giving it to them directly, making them more likely to feel committed.

Campaign 2: To keep the momentum going for new users

Segmentation: Users who have completed their first meditation or workout session but haven't engaged further.

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Goal of the Campaign: To encourage users to continue their engagement and build a habit of using the app regularly.

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Pitch/Content: Congratulate users on completing their first session and acknowledge their commitment to their well-being. Remind them of the benefits of regular practice and how it can lead to long-term improvements.

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Offer: Offer them personalised streak challenge to encourage consecutive days of engagement. Provide tips and resources for integrating mindfulness practices into daily routines and also give them access to blogs.

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Frequency and Timing: Activate the campaign 1 day after a user completes their first session. Follow up with motivational messages every 3 days for the next 2 weeks.

Success Metrics:

• Percentage of users who continue engaging with the app after receiving the campaign.
• Increase in the number of sessions completed during the campaign period.
• Growth in streaks and consecutive days of engagement.

Campaign 3: New feature/workout explorations for core users

Segmentation: Core Users who engage with Level Supermind regularly but haven't explored various features/workouts such as sleep/diary/yoga etc.

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Goal of the Campaign: To encourage Core Users to explore and utilize a variety of features for deeper engagement and better results.

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Pitch/Content: Highlight advanced meditation sessions, specialized workout programs, and premium content available to enhance their practice. Emphasize the benefits of challenging themselves and pushing their limits.

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Offer: Exclusive access to advanced content or personalized challenges tailored for their goals. Provide rewards or recognition for completing advanced levels.

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Frequency and Timing: Send the campaign every 2 weeks to keep core users engaged and motivated to progress.

Success Metrics:

• Percentage of Core Users who explore advanced features after receiving the campaign.
• Increase in the usage of advanced content and completion of personalized challenges.
• Feedback and ratings from users who participate in advanced activities.
• % of people who purchase premium as it’s needed to explore all sections fully.

Campaign 4: Milestone/Achievement-based positive reinforcement campaign

Segmentation: Users who have reached a milestone or achieved a significant streak in their practice.

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Goal of the Campaign: To celebrate user achievements and reinforce positive behaviuor.

Pitch/Content: Acknowledge the their progress and congratulate them on reaching a milestone or maintaining a streak. Share success stories or testimonials from other users to inspire and motivate.

Offer: Offer personalized rewards such as more XPs, streak freezes, or a week of premium if they are on free version to commemorate the achievement. Encourage users to share their success on social media or within the Level Supermind community.

Frequency and Timing: Send the campaign immediately after a user reaches a milestone or completes a significant streak.

Success Metrics:

• Percentage of users who engage with the campaign and share their achievements (content loop)
• Increase in user retention and continued engagement after reaching a milestone.
• Positive sentiment and feedback from users who receive recognition for their progress.

Campaign 5: Feedback collection campaign

Segmentation: All users who have been active on the app for at least 30 days.

Goal of the Campaign: To gather feedback from users and improve the app based on their suggestions.

Pitch/Content: Express appreciation for the user's commitment to their well-being and invite them to share their thoughts and suggestions for enhancing their experience. Emphasize the importance of their feedback in shaping the future of the app.

Offer: Offer an incentive such as a discount on their next subscription renewal or entry into a giveaway of Level merchandise/free subscription for completing a feedback survey.

Frequency and Timing: Send the campaign once every quarter to gather ongoing feedback and insights.

Success Metrics:

• Percentage of users who complete the feedback survey.
• Quality of feedback provided, including actionable suggestions for improvement.
• Implementation of user-driven changes and impact on user satisfaction and retentions

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Retention Design

Current Retention:

D0: 98%

D1: 35%

D3: 23%

D7: 14%

D14: 9%

D30: 6%

D60: 3.5%

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The retention graph gradually decreases over time flattens out between D14 and D30.

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ICPs/Segments that drive the best retention

1. Core Users: These users try and maintain consistent streaks and use the app at least 3-5 times a week. These users utilise or by hooked by the one week free premium subscription. The D7 for the cohort of core users was greater than 30%.
2. Power Users: Most power usually subscribe after the 1 week free trial for 6 months or 1 year. These users make the most out of the free premium trial week. Though fewer in numbers, they drive most monetisation and retention. The D7 for power users ranges between 40-50% and D14 is almost 25%.
3. Students: From ICP perspective, students though monetise less, drive better retention. The retention for students is somewhat similar to core users with their D7 being between 25-25%

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Acquisition Channels that retain users better

1. Personal Brand: Ranveer (BeerBiceps, a Youtube) being a co-founder and face of the brand usually promotes the app via his youtube videos and Instagram (post, stories, reels). The D7 retention of this cohort is around 33%.
2. Referral: Referral though not a major acquisition channel yet, has a decent D7 retention of around of 24%.
3. Ads: This a major acquisition channel. Overall retention coming from the ads is in line with the current retention. However, youtube ads drives best retention (D7-20%) - followed by facebook/meta (D7-17%). The retention from google, programmatic and other ad platforms have been below the average. (Approximately D7 between 3-8%)

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Sub-features that drive the most retention

1. Guided Meditations: This is the most used aspect of the product across all the personas and segments. Most recurring users comeback to app for guided meditation sessions of various types.
2. Sleep: A considerable cohort of users start using sleep based music/meditation/music slowly and eventually start using it regularly. Young professionals and senior professional usually utilise this feature multiple times a week and some make it a part of their sleep routine and utilise it almost daily.
3. Streaks: Streaks and leaderboards and hall of fame is a major part of app's gamification. A lot of users, come back and complete a smaller meditation session to maintain their streak. This by far from a feature perspective, drive most retention.
4. Challenges: Almost 30% of the users who start a 21 day challenge complete it. Some people use streak freeze incase they miss a workout. This doesn't drive as much retention as the others above, as it's a relatively new content and quite some users aren't aware of it, but still drives a decent retention.

Industry Wide-Retention Benchmarks for Apps in the Similar Category

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The above are the industry-wide benchmarks for the apps in the same category as Level Supermind. While the retention seems better than the averages above, there is a lot of room for Level to improve it's retention. The mere volume of apps drive the retention averages down. The competitors such as headspace, insight timer and calm have considerable high retention. While direct data isn't available, as per some reports (YouAppi) Headspace has a D30 retention of around 14-16%.

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Reasons for Churn

Voluntary Churn

A. Switched to another app

1. 1. Users found another app that suited their preferences and needs more.
   2. Found an app with cheaper subscription - Headspace (app) was cheaper and Balance (app) had a 1-year free premium access.
   3. Limited Free Access - Most of the content on the app is for premium/paying users. As a result most users using the app for free found extremely limited content.
   4. Felt the app experience was cluttered (UI/UX).
   5. Felt overwhelmed with the content options.
   6. Didn’t like the gamification elements (regular and experienced meditators)
   7. Faced technical issues either with app or content.

B. Transition to Free Alternatives

Transition to using Youtube, Spotify and other free alternatives including Balance.

C. No longer needed the app after the subscription ended.

1. 1. Users after excessive usage and going through the cycle habit formation felt comfortable meditating on their own without the any app. They found their own resources and no longer felt the need to resubscribe or use the app anymore.
   2. Users who had purchased premium but couldn’t make the most out of the app as they weren’t consistent with it.

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D. Preference/Transition to Live Classes or Offline Classes

Some users preferred live classes for more interactive engagement or transitioned to offline classes for yoga, meditation and workout at various fitness centres.

E. Financial Decision

Priortised other expenses over app susbcription due to change in financial circumstance.

F. Unmet Expectations or Not Reaching Desired Goals

1. 1. Some users expected more and better results in a shorter period of time or usage.
   2. Some users felt they weren’t reaching desired goals even after using the app consistently.

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G. Lack of time

Busy schedules especially for young professionals made it difficult for them to carve out time for meditations or workouts.

Involuntary Churn

A. Financial Constraints

Could no longer afford to pay for premium subscription.

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B. Subscription Renewal Failure

Unsuccessful renewals due to failure in payments or auto resubscripition.

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C. Life Changes

Moving cities, transition in jobs, and other personal and professional life changes disrupted the routines making it challenging to use the app.

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D. App Felt Intrusive and Salesy Leading to Uninstalls

1. There was a constant push on various screens to subscribe to the premium version.
2. There were a lot of push notifications and reminders

Negative Actions to Track

• Low session duration: Users spending lesser times in meditation and workouts than the average.
• Multiple incomplete meditation and workout sessions
• Drop in frequency of app openings
• Declining streaks
• Negative feedbacks and reviews on app stores or social platforms
• Support Tickets
• Lower number of meditation or workout or sleep sessions.
• Increased unsubsciptions from premium features or notifications and emails.
• Long periods of app inactivity
• Zero participation in challenges or progress tracking (insights)
• Account Deletion

Resurrection Campaigns

Campaign 1: Revive Your Routine

Segmentation: At Risk

Pitch/Content: : Remind them of the benefits of their previous routine and how it positively impacted their well-being. (Sample Content Below)

Offer: Special discount of subscription renewal for paid users, 1 week free trial for free users, personalised routine based on past usage

Frequency and Timing: Three times a month, spaced out over different days of the week.

Success Metric: % of renewed subscription, increase in meditation/workout sessions, activation of free trial.

Content Sample (Email): Whatsapp Message would be a shortened version of it

🌿 Rediscover Balance: Special Limited Time Offer Inside! 🌟

Dear [User's Name],

We noticed that you’ve not been very active lately. We want to ensure that you continue on the path of achieving and acing your personal goals. It's time to reignite your journey to inner peace and peak performance.

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✨ This year/month you’ve completed a total of [Y] meditation and sessions on level with your longest streak being [X] days which was higher than [Z%] of the average. You were doing great, and it’s time to get back!

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(For Free Users)

We’re thrilled to welcome you back with a special gift: Enjoy 1 Week of Free Premium Access. This is our way of saying thank you for being a part of the Level Supermind Family.

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(For Paid Users)

We’re thrilled to welcome you back with a special gift: Get 35% off on your subscription renewal using the coupon code: [LFG35]. This is our way of saying thank you for being a part of the Level Supermind Family.

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Claim Now (Button)

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We’ve also designed a personalised routine just for you. Whether you crave moments of mindfulness, energy-boosting workouts, or peace and calm we have the perfect path to guide you.

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PS: Your special discount expires in 3 days. Don't miss out on this opportunity to reconnect with your well-being.

Best Wishes, Team Level Supermind

Campaign 2: Back to Basics

Segmentation: Hibernating

Pitch/Content: Emphasize the core benefits of meditation, workouts, and sleep aids for mental and physical health.

Offer: Access to a curated playlist of essential meditations, beginner-friendly workouts, and calming sleep stories/music. 1 Week Free trial for free users, discounts with a 1 week free trial for paid users whose subscriptions have ended.

Frequency and Timing: Once every two weeks, on weekends or evenings.

Success Metric: % of re-engagement, free trial activation/subscription renewals, increase in frequency of app openings, completion of meditation/workout/sleep session.

Campaign 3: Tailored for You

Segmentation: Users to left due to lack of time (Identifiers - Previously active users with decreased frequency and low recency users, hiberating/at risk users.)

Pitch/Content: Highlight the flexibility of short, effective sessions that fit into busy schedules.

Offer: Personalisation/Curated Playlists (5-10 mins each) of quick meditation routines, express workout sessions, and sleep.

Frequency and Timing: Twice a month, with reminders during peak stress times (e.g., end of month deadlines or mid month when there are fewer holidays ).

Success Metric: % of re-engagement, increase in session durations, increase in frequency of app openings.

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Campaign 4: Are you ready for a challenge?

Segmentation: Free Casual Users

Pitch/Content: Invite users to explore the full potential of Level Supermind with a taste of premium features for a week (for Free Users) and drive them towards a 21 day challenge on the app.

Offer: 1) Free Premium Subscription for a Week, 2) Free Access to a 21-Day Challenge, 3) Additional 10% discount on the premium subscription after a week.

Frequency and Timing: Once a month, especially during weekends/holidays/festive season/awareness months.

Success Metric: % of users activating free premium subscription, increase in engagement metrics such as workout and meditation durations and frequencies, conversion rate to premium subscription, increase in streaks.

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Campaign 5: Come Back Discount

Segmentation: Users who didn’t renew their subscription after 3 days of it’s expiry (core users/potential loyalists.

Pitch/Content: Drive users to rejoin the Level Supermind premium subscription and community with a special offer tailored just for them.

Offer: Exclusive Resubscription Discount (10% off) + 3 Streak Freezes

Frequency and Timing: Once a week for 2 weeks and then once in 14 days for 1 month.

Success Metric: % of re-subscription/renewals

Campaign 6: Get to the next Level

Segmentation: Core Users & Potential Loyalists

Pitch/Content: Empower users to elevate their wellness journey with advanced features, personalized challenges, and exclusive content.

Offer: Invite and access to a 21 day challenge and 50% discount on premium subscription if it’s a free user, more XPs on 21 day challenge sessions + 2 Streak Freezes.

Frequency and Timing: Once a month.

Success Metric: % of users participating in challenges, increase in streaks, increase in frequency of meditation and workouts.

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Retention Design

Current D0, D7, D30, D90, M6, M12 depending on context.

When does the retention curve flatten? Draw retention curve from available data

Which ICPs drive the best retention

What acquisition channels drive users that retain better

What sub-features or sub-products drive the best retention

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