fitness star - an android app marketing plan
TRANSCRIPT
MARKET OPPORTUNITY
Health & Fitness apps have around 2% market in PlayStore
Safest, most effective and most efficient app to lose weight, get a flat tummy & strengthen muscles
In this Smartphone generation with more and more people becoming health conscious, ‘Fitness Star’ is the best fitness app
To Exercise with Fitness Star all you need is a chair, a wall and motivation
With market reach of over 40%, there is a Lot of uncharted market potential in this category
FITNESS STAR: MOVE IT OR LOOSE IT
AIM
Goal is to make an Android fitness app more convenient, effective and personalised for customers
To Boost its popularity and number of downloads in various App Store’s
ACTION PLAN A Free and a paid App in all Major PlatformsResearch to find where the already existing
apps are lagging and update those thingsMotivate customers to be regular with their
fitness plan Do this by recording and presenting them
the analysis of their progress in real timeLet them share this with their friends and
family to develop a competitive ecosystem
PLATFORM OVERVIEW As of the latest, Android has the
largest share of over 80% in Smartphone OS market
The Product portfolio of Google Play store is very diverse containing almost all
category of apps
APPs IN PLAYSTORE
TARGET SEGMENT Target Customers will be Youth and even Health conscious senior
citizens who want to track & plan their fitness in real time
But In Fact, Our App will be developed for everyone out there i.e. the entire market.
People with time constraints who are starting a new routine for fitness or weight loss
Niche in the market- Uncharted markets like fitness and lifestyle
FREE VERSION
Our first Goal would be to reach 100,000 downloads for the free version on different platforms
Time limit for this will be at maximum of 3 months in the market
If this target is not achieved then major changes will be made in our app
PAID VERSION After reaching set number of target
downloads, advertisement will be increased in both free and paid app
Revenue generated from paid app will be spent in further innovation
If the number of downloads of the paid app doesn’t increase in 6 months, then more features will be added or even its price will be reduced
APP CHARACTERRISTICSCustomer can set the amount of time he/she wants to workout
and the exercises to be done given accordinglyDifficulty of the exercise can be changed with the level of
workouts Better Analysis and representation by converting all the data
into easy-to-understand graphicsPersonalized UI design for convenient experience
COLLABORATORS
App DevelopersCommunication team or channels
linked for videosMutually benefiting association with
Start-upsAdvertising Partners
CONTEXT Technological- a new dimension to the
use of smartphonesEconomic- downloading an app saves
the internet usagePhysical- help people better their
lifestyle by providing easy exercise anywhere and anytime
VALUE PROPOSITION(FREE VERSION)
User can set the amount of time he/she wants to workout and the exercises to be done given accordingly
Simple and effective exercises with detailed instructions on how to do and for how much time.
Real time analysis of exercises like Distance travelled, Calories burnt etc.
Beautiful UI design for convenient experienceKeep the screen on when and songs on loop till
finish your workout
VALUE PROPOSITION(PAID VERSION)
Even more personalised interface by setting the areas of body that you want to focus on
Sync with music apps like Spotify to set the perfect sound intensity for every phase of your workout
Better Analysis and representation by converting all the data into easy-to-understand graphics
Perfect Meal charts for different exercises to meet your health and fitness goals
COMPETITORS The Biggest rival out there for us : ‘30 Day Fit
Challenge Workout’Its from ‘Leap Fitness group’ which has number
of Fitness and health apps in Play store‘30 Day Fit Challenge Workout’ app has
various challenges targeting amateur to professionals
According to Customer reviews, Many plans are confusing due to incomplete charts and illustrations of given exercises
Competitor’s Information Architecture
POINTS OF PARITY Tips and diet plans for different Fitness routinesChallenges and different time targeted workout’sAdjustable circuit and rest timeAbility to pause the workout, and to skip to the
next or the previous exercise Real time analysis of exercises like Distance
travelled, Calories burnt etc.Customised Notification for daily workoutsGoogle Fit support
POINTS OF DIFFERENCE Fitness Calendar that records and allows to
add different workout’sExercise level will keep on increasing
automatically with sync to the Fitness CalendarMotivational Quotes and Videos at the end of
each workout for beginner's to get them goingSmart Watch compatibility for professionals to
save time and fuss Online Social Hub where Premium members
can share their experiences
BRAND POSITIONING Brand mantra: “Beyond Fitness”Communicating the POD to consumers Extra Motivational content for beginners to keep them
goingProfits for company and recognition for collaboratorsAssociation with big brands like Nike to assure
collaborators and stockholders
PRODUCT BENEFITS
SERVICES Regular updates in the both Free and
paid version of the app Market App Effectively via SMS, Emails and blogs Creating a website for the app Immediate response on feedback Occasional sale on Paid version to attract more customers
INCENTIVESIncentives to rate and like the app’s
social media pages Refer the app to your friends & family
for limited app free versionCombo benefits in purchasing more
than one appWatch Advertising videos to unlock
new feature for limited time
PRICING Pricing will not be permanent and will change according to
service roadmap and research upfront Psychological discounting- the ending with ‘9’ Combo offers for downloading multiple apps- such as 59c
for two apps, 99c for three Channel pricing – More for iOS compared to PlayStore Pricing Models such as – Free, Paid, Freemium, Paymium
COMMUNICATION
Collaboration with brands like Nike+ and Google Fit Partnering with a mobile marketing experts Advertising in Social Media apps Information Architecture of the app for SEO & SEM Promoting Paid App via advertisement in Free version Unbiased first-hand feedback from our target audience
DISTRIBUTION
INFRASTUCTURE App developers-• Keep upgrading the app• Keeping check of the Bugs
People contributing to the info in the app-• Find new info that can be added• Find more proofs of effective results to display
PROCESSESUsing the free app to promote the paid appKeep monitoring competitors pricesMaintaining Strong Word of Mouth via social media platforms.Collaborating with other well known apps like Google Fit, Nike+ etc.
SCHEDULEReleasing more apps for different segments and
exercisesIntensive Market Research to meet the need betterLogical difference between the free and paid appPricing StrategyBrand Communication to associated customersDon’t get complacent! Keep Innovating
RECAPAction PlanSituation AnalysisGoalApproachPricing StrategyExecution
DISCLAIMER
Created by Rohan Singh, IIT Bombay, during a Marketing internship under
Professor Sameer Mathur, IIM Lucknow