fitbit premium software service product roadmap
DESCRIPTION
University of Washington Certificate in Software Product Management Autumn Course: Foundation for successful productsTRANSCRIPT
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FitBit Premium – Increasing Subscription Revenue
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2013
Activity Food Weight Sleep
2012 2012
ARIA Zip ONE FLEX FORCEARIA Zip ONE FLEX
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Take Pic Automated Calorie & Nutrition Calculation
Imagine …
Actionable & Insights Driven Fitness Coaching Helps Achieve Goals Faster & With Confidence
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Premium Subscriptions Drive Differentiation
Lacking Comprehensive Solutions Confusing and Intimidating Choices
10+ Market Players – Niche Markets Lacking Comprehensive Solutions
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Problem Statement
• I’m a person with Internet access and disposable income for gadgets
Target
• I’m interest in achieving or maintaining a healthy weight but• current solutions require too much work (manual
calculations) and• I lose motivation easily
Problem
• With a comprehensive solution that automatically tracks both my activities and food intake to help me make better choices, • I would be more motivated to stay on track and achieve my
health goals. • I would feel better about myself, be more confident and be
more successful in my personal and professional life.
Benefits OMG!
HELP
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Target Customer Segment
• Men and women between 25 and 45
• At least some college education• At least $75,000 household
income
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• About 60% of American adults own smartphones
Target Customer Segment
• Seeks healthier lifestyle
• Men and women between 25 and 45
• At least some college education• At least $75,000 household
income
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Target Customer Segment
Comfortable using technology
Shop at grocery stores which sell healthy food
Eat healthy food at healthier restaurants
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The Competition
Jawbone UP• Edgy, fashion-forward
design
• Rudimentary food tracking
Nike+• For “Serious” athletes
• Third-party food tracking only
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Our Hardware Reflects Our Brand Values
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Value Proposition
• If you’re a busy person trying to stay healthy, Fitbit Premium offers automatic calorie tracking and provides coaching based on comprehensive monitoring of your health.
Feature
• You save time, make better choices and remain motivated.
Benefit
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Release Themes
Release 1.0 Comprehensive Diet Solution• Expanded Food and Restaurant Databases• UPC Scanning for off-the shelf items• Advanced coaching based on activity, intake, progress
Release 2.0 Automatic Food Tracking• Image recognition for food
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Revenue Model – Top-Down Analysis Highlights
2014 2015 2016General PopulationTotal United States Population (assuming 1% growth every year) 314,000,000 317,140,000 320,311,400% of U.S. population 18-65 76% 77% 78%Number of 18-65 year olds in U.S. 238,640,000 243,436,664 248,329,741% of overweight U.S. individuals 60% 61% 61%Total of overweight U.S. Individuals 143,184,000 147,522,618 151,992,701
Fitbit Segement data% of health gadget users and smartphone users in the U.S 14% 14% 14%Total of overweight, smart phone, and health gadget users 20,045,760 20,653,167 21,278,978% of activity tracker users in the U.S. 30% 30% 30%Market # for overweight, smartphone, and activity tracker users in U.S 6,013,728 6,195,950 6,383,693Total Fitbit Market share capture (assuming 25% of market) 1,503,432 1,548,987 1,595,923
FITBIT General Top-Down Market Segment Analysis
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Revenue Model – Channel & Pricing HighlightsChannel & Pricing Assumptions 2014 2015 2016
Distributor AssumptionsDistributor % 70% 60% 50%Direct % 30% 40% 50%
Average Suggested Retail Price AssumptionsDistributor SRP $98 $99 $100Direct SRP $98 $99 $100
Premium SubscriptionFixed price per year per customer $50 $51 $51% of Premium Subscription Customers as part of Current 20% 30% 50%# of Premium Subscription Customers as part of Current Fitbit 300,686 464,696 797,962
Unit TotalsActive Install Base (Equals Fitbit's % of total Market # for overweight, smartphone, and activity tracker users in U.S) 1,503,432 1,548,987 1,595,923Distributor 1,052,402 929,392 797,962Direct 451,030 619,595 797,962
Discount AssumptionsDistributor 50% 50% 50%Direct (Not applicable) 0% 0% 0%
Average Revenue Price /UnitDistributor $49.00 $49.50 $50.00Direct $98.00 $99.00 $100.00
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Revenue Model – Forecast HighlightsFitbit Gross Revenue Forecast 2014 2015 2016
Revenue from Hardware(Activity Trackers)Distributor $51,567,717.60 $46,004,928.54 $39,898,084.08Direct $44,200,900.80 $61,339,904.72 $79,796,168.15Total Revenue $95,768,618.40 $107,344,833.27 $119,694,252.23
Approximate Revenue Forecast from Premium SubscriptionsTotal Revenue from Existing Premium Subscription Customers $15,034,320.00 $23,467,160.52 $40,700,035.57
TOTAL REVENUE (Activity Trackers and Premium Subscriptions) $110,802,938.40 $130,811,993.79 $160,394,287.80
3 Things To Point out1) Premium subscriptions drive activity tracker sales2) Risks3) Expenses
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In Closing …
FitBit’s new premium subscription services will engage existing customers and attract new ones while establishing us in the diet market, differentiate us from our competitors and continue to grow revenue
Makes premium subscription compelling to existing and new customers No other competitor provide comprehensive dieting solution
Removes the tedium of journaling and keeps them motivated
Builds on our dominance in the fitness market and extends our reach to the target rich diet market
Grows subscription revenues by 271% from $15M in 2014 to $40.7M in 2016 Almost doubles subscription % of revenues from 13.5% 2014 to 25.4% in 2016
Still aligns with our FitBit brand values “Fitbit is dedicated to helping people lead healthier, more active lives”
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Thank you
Questions?