Onboarding project | Mindvalley

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Mindvalley is a self-improvement education brand that offers online courses and programs focused on personal growth.

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Their mission is to transform people's lives through self-learning and reaching their full potential. They view traditional education as lacking in important areas like personal development and well-being.

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They offer a variety of online courses created by prominent figures in various self-improvement fields, helping in areas of relationship, entrepreneurship, personal growth etc. Their app functions as a hub to access these courses and potentially connect with a community or mentorship depending on the program.

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They have a customer base spanning over 100 countries, indicating a worldwide audience.

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Understanding the space of wellness - physical, mental and spiritual.

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Global Self-Improvement Market is poised for significant growth from 2023 to 2032, driven by the increasing emphasis on personal development, mental well-being, and lifelong learning.

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The market is expected to achieve a Compound Annual Growth Rate (CAGR) of approximately 8% during this period. In 2023, the market is estimated to be valued at USD 41.2 Billion, projected to reach USD 81.6 Billion by 2032.

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The self-improvement industry caters to individuals and organizations seeking personal growth, skill enhancement, and overall well-being. It encompasses a wide range of categories, including personal development, health and wellness, career and education, relationships, lifestyle, and spirituality.

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The market's growth in self-help and wellness is fueled by several factors, including:

• Rising Stress and Mental Health Concerns: Modern life throws a lot at us, leading to increased stress, anxiety, and depression. People are actively seeking tools and resources to improve their mental well-being, driving demand for self-help programs on stress management, mindfulness, and emotional intelligence.
• Lifelong Learning & Skill Development as the New Normal: The concept of a single career for life is fading. People are embracing continuous learning to adapt to evolving job markets and personal aspirations. Self-help and wellness programs cater to this need by offering courses on leadership, communication, creativity, and personal development, empowering individuals to thrive in various aspects of life.
• Remote Work and Learning: A Double-Edged Sword: While remote work offers flexibility and convenience, it can also lead to feelings of isolation and blurred boundaries between work and personal life. Self-help and wellness programs can address these issues by providing tools for time management, creating healthy workspaces, and fostering a good work-life balance. This industry is uniquely positioned to serve a growing remote workforce.
• Celebrity Influence & Normalizing Personal Growth: Oprah Winfrey, Tony Robbins, Deepak Chopra, and countless others have popularized self-improvement and personal development. Seeing influential figures openly discuss their own journeys and struggles normalizes the need for self-work. This creates a wider audience seeking guidance and resources to improve their own lives.
• Increased Corporate Investment in Employee Development: Forward-thinking companies are recognizing the value of a happy and well-rounded workforce. They are investing in programs on stress management, communication skills, and emotional intelligence for their employees. This creates a market for self-help and wellness providers to offer corporate wellness programs and workshops.

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Mindvalley Subscription:

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Monthly = $29/month i.e. 2400 INR/month approx

Yearly = $99/year = 8000 INR/year approx

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How Mindvalley is different:

• Focus on personal development and well-being rather than traditional subjects
• Quest-based approach – programs start on a set date and are completed with a cohort of fellow learners 
• Genuine community feel – your learning journey is supported by your peers and the wider Mindvalley network
• Daily microlearning – powerful 20-minute daily sessions that fit into any schedule and promote tangible, incremental growth
• Unique self-assessment which allows you to honestly establish a baseline, track your progress and receive curated personalized learning suggestions.

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What Mindvalley needs to improve:

• Pricing: Mindvalley's pricing might be a barrier for some in India compared to competitors like Unacademy and Udemy.
• Holistic Development: While Mindvalley offers courses in various areas, it might lack the specific focus on relationships compared to platforms like BetterHelp (therapy) or platforms offering couple's counseling.
• Global vs. Indian Context: While global instructors and content can be valuable, the lack of Indian context could be a disadvantage for some. Innerhalb addresses this gap by offering courses with a relatable Indian perspective.
• Niche Audience: Mindvalley caters to individuals seeking high-quality, in-depth personal development content at a premium cost.

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Mindvalley has different types of customer relationships:

1. Mass-market consumers who pay for the app subscription.
2. The second type of people have more capacity to spend and purchase Mindvalley offline events, certification courses, etc.
3. B2B where they work with organisations to offer their employees access to the platform.

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Insight from the interviews with power users: Mindvalley is slowly shifting to spend more time, effort and money on higher ticket value products, i.e. certification courses, offline experiences, lifestyle products etc.

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For the purpose of the case, we will only focus on consumers who purchase the Mindvalley platform subscription.

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• Linked here: https://docs.google.com/presentation/d/1R54zt8_DwJrNRN4VmKqrUAD54utWfY70YgoEFDPazfA/edit?usp=sharing

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Given Mindvalley is a freemium offering, the activation could be in 2 ways:

1. Help convert sign ups into paid users
2. Activating paid users to engage on the platform
   
   For the purpose of the case study, let's focus on #1.
   
   Let us start with the north star:
   
   When is a user called an activated user?
   It is when the user would know the core value of the product and has experienced the "aha moment".
   
   So, for Mindvalley, that would be:
3. 1. The user has added their goals, so that the content is according to their goals, so that they find more value in the product, and increase their natural frequency of product usage.
   2. The user has downloaded the mobile app for optimum experience - Users willing to use Mindvalley across different platforms signals increasing natural frequency.
   3. They have experienced one of the Quests, i.e. the structured and immersive learning experience. (and recommended by everyone in the ICPs)
   4. The user has tried out 2 meditations on the app. (recommended by everyone in the ICPs)
   5. The user has tried the community section, incase they are active and meet more people, it makes the experience personal and makes the user want to connect with more like minded people.
   6. Time spent on the platform - If the user is investing more time on a platform then it indicates the job they are getting value out of the product. Hence, the willingness to stay on the platform would increase.

Activation Metric #1 - App Downloads

Hypotheses: If the user is to realise the full potential of Mindvalley and wants to have visibility of the entire workspace at her fingertips, she would have downloaded the mobile app. Additionally, actions such as downloading app and making connections on Mindvalley should be a part of the demo of the platform (something that they experience when they download the app).

Activation Metric #2 - Time spent on the platform (either Mobile or App)

Hypotheses: The time spent on the platform should increase as a function of # of time spent on Quests, Meditation, Webinars and Community tab.

From what we understood from users, they should atleast spend 3 hours/week. This would help build a habit on the app.

• While they won't be able to access an entire course since due to paywall, but they can access the first two hours of the course to understand the quality of the course, what all it'll cover etc.
• They can also spend time in the "Community section" of the app, to understand what insights are shared by members and engage with them.
• They should do atleast 2-3 meditations so that they know about this feature and the interface.

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This is what my Onboarding screen looks like (as an unpaid user).
Pros:

• It says recommended for you & your new programs - helps with JTBD.
• It has my score, which acts as a reminder to why I signed up for the app.

Cons

• It has no demo to understand where to begin. Causes confusion about what to start with.

Recommendations:

• It should have an assistant that guides you with the platform interface and helps activate the user. For example:
• • It should first start with where the quests are, and what do they mean? Second, it should recommend their most popular quest for the goal THEY signed up for. For example: If they are looking to do Better Meditation -> Suggest Silva Mindset course by Vishen Lakhani. This allows the user to see the quality.
  • Second, move to Meditation, and then ask them to experience the meditations.
  • Lastly, move them to the community page and ask them to introduce themselves. This could be a network of New People at Mindvalley. This not only makes the user comfortable to use the platform, but also solves for helping them find more like themselves (and the community piece is an area that Mindvalley is struggling with!).
    
    THEY SHOULD NOT ASSUME THAT THE USER UNDERSTANDS THE FLOW. Guide them to experience the app for ideal onboarding experience.

• Daily notifications that prompt you to the goal you signed up for!
• An automated message by the support group from the Quest they signed up for, asking if they are facing any issues with the app.

Daily Lessons

Quests are divided into daily lessons or modules, with each day focusing on a specific topic or aspect of the course. These lessons are delivered through video content, audio recordings, written materials, and exercises.

Interaction

Quests encourage active participation from students. This can include journaling, meditation, self-reflection, and practical exercises to apply the lessons in real life.

Community Engagement

Mindvalley emphasizes community support and interaction. Students can connect with others taking the same Quest through discussion forums, social media groups, and live Q&A sessions with the instructors.

Instructor Guidance

Experienced instructors, often renowned experts in their respective fields, guide students through the Quest. They provide insights, tools, and exercises to help students achieve the course objectives.

Transformational Approach

Mindvalley aims to offer a transformational experience. Quests focus not only on the acquisition of knowledge but also on personal growth and mindset shifts.

Progress Tracking

The platform enables students to track their progress through the course, marking completed lessons and keeping them engaged and motivated.

Integration

Mindvalley encourages the integration of the course content into daily life. Students are urged to apply what they’ve learned to their personal and professional contexts.

Lifetime Access

Upon completion of a Quest, students typically retain lifetime access to the course materials, allowing them to revisit and reinforce their learning at any time.

Mobile App

The Mindvalley mobile app provides a user-friendly interface for accessing and engaging with Quests. It also offers features like daily reminders and notifications to keep students on track.

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Mindvalley Community

One of the distinguishing features of Mindvalley is its vibrant and engaged community. When you become a part of Mindvalley, you’re not just enrolling in courses; you’re joining a global network of like-minded individuals on a journey of personal growth and transformation. Here’s a glimpse of what the Mindvalley community offers:

1. Discussion Forums: Mindvalley provides dedicated discussion forums for each Quest. These forums are a space where students can share their experiences, insights, and challenges, fostering a sense of camaraderie and support.
2. Social Media Groups: Numerous Mindvalley communities exist on social media platforms like Facebook. These groups allow members to connect, share their progress, and participate in discussions related to their chosen Quests.
3. Live Q&A Sessions: Many Quests include live Q&A sessions with instructors. These sessions offer an opportunity for direct interaction with experts, enabling students to seek clarification and guidance.
4. Accountability Partners: Within the community, students often find accountability partners—individuals who share similar goals and objectives. These partnerships help in staying motivated and committed to the learning journey.
5. Global Meetups: Mindvalley often hosts or promotes local meetups and events where members can connect in person. These gatherings provide opportunities to build lasting friendships and networks.
6. Positive Support: The Mindvalley community is known for its positivity and encouragement. It’s a safe space to discuss personal challenges and share successes, fostering an environment that facilitates personal growth.
7. Inspiration and Transformation Stories: Within the community, you’ll encounter numerous stories of transformation and personal growth. These stories serve as motivation and inspiration for those just embarking on their journey.
8. Online Challenges and Contests: Mindvalley frequently organizes challenges and contests within the community. These activities encourage active participation and provide an opportunity to win prizes or recognition.
9. Global Reach: The Mindvalley community spans the globe, making it easy to connect with individuals from diverse backgrounds and cultures, expanding your horizons and perspectives.

In summary, the Mindvalley community is a vital aspect of the platform, offering a supportive and interactive environment for personal growth enthusiasts. It’s a place where you can connect, share, learn, and grow alongside a global network of like-minded individuals who are passionate about enhancing various aspects of their lives.

How much does Mindvalley cost?

Mindvalley offers two membership levels:

1. Free Membership: Provides access to a weekly 60-90 minute masterclass. While it offers a taste of the platform, it may not be sufficient for significant transformation.
   

The pricing varies between levels, and there are promotions and discounts available throughout the year, making it accessible to a wide audience.

To redeem any current promotions simply visit Mindvalley. 

Mindvalley has two memberships that allow access to a diverse range of self-healing courses.

• Monthly Membership Plan: Mindvalley’s monthly subscription plan is offered at $59, which you can cancel anytime and provide access to entire Mindvalley quests. 
• Yearly Membership Plan: The yearly subscription plan of Mindvalley is a perfect opportunity to save up to 40% this black friday

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Mindvalley also offers:

Mindvalley Life Assessment:

The Mindvalley Life Assessment is a personalized tool offered by Mindvalley to help individuals gain insights into their life’s current status and areas for potential growth. By answering a series of questions, participants receive a detailed report that assesses various aspects of their life, including well-being, career, relationships, and more. This assessment aims to provide a holistic view of one’s life and offers tailored recommendations for Mindvalley courses and resources that can help users embark on a journey of personal growth and transformation, aligning with their unique goals and aspirations.

Mindvalley Certifications

Mindvalley has also started its own Life Coaching Certificate and also a Business Coach certification. These are an additional investment but also offer the opportunity to earn using your skills and the credibility of a Mindvalley certificate.

Mindvalley for Business

Mindvalley for Business is a specialized offering by Mindvalley that focuses on providing personal development and professional growth solutions for organizations and businesses. This program is designed to help companies enhance the well-being, productivity, and effectiveness of their employees. Here’s an overview of Mindvalley for Business:

1. Customized Learning Solutions: Mindvalley for Business offers tailor-made learning solutions that are aligned with the specific needs and goals of your organization. Whether it’s leadership development, stress management, or team building, Mindvalley creates customized programs to address these areas.
2. Personal Growth and Well-being: Mindvalley for Business emphasizes personal growth and well-being as essential components of professional success. The platform offers a wide range of courses and resources designed to help employees achieve their full potential and improve their work-life balance.
3. Employee Engagement: By providing engaging and transformational learning experiences, Mindvalley for Business aims to boost employee engagement and motivation. This can lead to a more productive and satisfied workforce.
4. Leadership Development: The platform offers leadership development programs that help employees enhance their leadership skills, communication, and problem-solving abilities. This is crucial for nurturing a strong leadership pipeline within the organization.
5. Professional Skills Enhancement: Mindvalley’s courses cover a broad spectrum of professional skills, from communication and negotiation to creativity and innovation. Employees can acquire valuable skills to excel in their roles.
6. Flexibility and Accessibility: Mindvalley for Business can be accessed online, making it a flexible and convenient solution for both in-office and remote employees. The platform’s mobile app allows employees to engage in learning at their own pace and convenience.
7. Community Building: Mindvalley for Business encourages team building and community by enabling employees to connect with one another through discussion forums and shared learning experiences.
8. Progress Tracking: The platform provides tools to track the progress and engagement of employees, helping HR and management teams assess the impact of the learning programs.

Overall, Mindvalley for Business is a valuable resource for organizations that recognize the importance of personal development, well-being, and professional growth in fostering a motivated and high-performing workforce. It offers a holistic approach to employee development, with an emphasis on personal growth as a foundation for professional success.

Mindvalley University

Mindvalley University is distinct from traditional universities in that it doesn’t grant formal degrees or diplomas but focuses on experiential learning, personal development, and skill-building in a unique and engaging way. Here are some key aspects of Mindvalley University:

1. Global Learning Experience: Mindvalley University is designed to be a global experience. It often takes place in different locations around the world, and participants from diverse backgrounds and cultures come together for an extended period of time, typically a few weeks.
2. Curriculum: The program offers a wide range of personal growth and self-improvement courses and workshops. These can encompass topics such as mindset, well-being, relationships, leadership, meditation, and more. Participants have the opportunity to choose from a variety of courses to tailor their learning experience.
3. Experiential Learning: Mindvalley University places a strong emphasis on experiential and transformational learning. The courses often involve practical exercises, interactive workshops, and real-world application to help participants implement what they’ve learned.
4. Community and Networking: It provides a unique opportunity for participants to connect and network with like-minded individuals from around the world. The community aspect is considered an integral part of the learning experience.
5. World-Class Instructors: Mindvalley collaborates with renowned thought leaders, experts, and instructors to deliver the courses. These instructors often bring innovative and cutting-edge approaches to personal development and growth.
6. Holistic Approach: Mindvalley University typically covers a wide spectrum of personal development areas, from physical well-being to mental and emotional health, and from relationships to career and leadership skills.
7. Transformational Growth: The program aims to facilitate personal transformation and equip participants with practical skills and mindsets to thrive in various aspects of their lives.

Events and Programs

Mindvalley offers a variety of events and programs designed to promote personal growth, development, and transformation. These events are typically focused on different aspects of self-improvement, wellness, and holistic well-being. While the specific events and details may change over time, here are some common types of Mindvalley events:

1. Mindvalley Quests: These are online programs that span several weeks, where participants engage in daily lessons and activities to develop new skills and habits. Quests cover a wide range of topics, including mindfulness, leadership, productivity, and more.
2. Mindvalley Masterclasses: These are free online workshops hosted by experts in various fields, offering valuable insights and practical tips on subjects like health, wealth, relationships, and personal development.
3. Mindvalley Live: Mindvalley occasionally hosts live events, seminars, and conferences in different locations around the world. These events provide attendees with the opportunity to learn directly from world-class speakers, thought leaders, and educators.
4. Mindvalley Reunion: The Mindvalley Reunion is a large-scale annual event that brings together the Mindvalley community. It features live workshops, networking opportunities, and immersive experiences designed to foster personal growth and meaningful connections.
5. A-Fest: A-Fest is an annual event that combines personal development with music, art, and cultural experiences. It often takes place in unique and exotic locations and features a lineup of renowned speakers and performers.
6. Mindvalley for Business: These events are tailored to organizations and teams looking to enhance their employees’ well-being, leadership skills, and productivity. They provide customized programs for corporate clients.
7. Other Specialized Workshops: Mindvalley occasionally hosts specialized workshops and events focusing on specific topics, such as meditation, yoga, mindfulness, and fitness.
8. Community and Networking: All Mindvalley events emphasize building a strong and supportive community, allowing participants to connect with like-minded individuals, share experiences, and network with others who are on a similar personal growth journey.

The nature and availability of Mindvalley events can change, so it’s advisable to visit the official Mindvalley website or subscribe to their updates to stay informed about upcoming events, workshops, and programs. Additionally, each event may have a different focus and theme, so you can choose the ones that align with your personal development goals and interests.

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Customer Journey Map

Take a look at the customer journey map for Mindvalley users:

• User is acquired via word of mouth or performance marketing (i.e. on Instagram, Facebook, Google, and YouTube)
• He/she visits the website. Mindvalley asks the user to define their core goals, gives them a score, and gives them access to the platform. (Notice the first "Aha moment" is that it does not ask to sign up in the first stage, it tries to solve for JTBD. Their tech appears and the UI/UX interface is consistent, clear, and convincing.)
• It gives an option to sign up to try the experience free of cost (with some limitations). Users also have an option to do this experience on their mobile app.
• While there are emails to help the user understand the benefits of a Mindvalley subscription, the focus is still to keep providing value.
• Another Aha moment is when they get invite to exclusive webinars, i.e. Mindvalley Live and Mindvalley Masterclasses. This drives user engagement and builds more trust that Mindvalley will solve for the JTBD.
  

How did this happen?

Mindvalley laid out AHA moments across the customer journey that progressively earned user trust and proved at different occurrences that the product, Mindvalley subscription will solve what its hired for.

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