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Client Update Presentation
Meriwether Morris, Lee Evans, Nikki Hevizi, Prathmesh Patel, Tenzin
Yangkey
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Findings from Product Use Journals
Simple adjustments:
- Directions- Target Market Positioning- Price Point
More deep-rooted adjustments:
- Product Design- Material Composition
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Studied Target Market: Existing Meditator Community
Cohorts of this market that we have access to at Duke:● Duke Buddhist Meditation Community● DuWell Moments of Mindfulness● DuWell Guided Meditations ● Koru Meditation Classes
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Studied Target Market: Existing Meditator Community
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Plan Design for Customer Discovery
1. Attended several mindfulness/meditation classes on Duke’s campus.a. Moments of Mindfulness: Flower Powerb. Moments of Mindfulness: Meditationc. Moments of Mindfulness: Buddhist Meditationd. Spoke with leaders & participants in each
2. Conducted pointed interviews with class attendees regarding mindfulness and potential of the Hydrean
3. Synthesized findings and drew conclusions
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Learnings: Current Meditation Practices
● Areas of study for existing meditators: Psychology, Global Health, Biomedical Engineering, Biology, Neuroscience
● Range of current mindfulness practice: meditation group, meditation app on the bus, gardening, spending time in nature, yoga, deep breathing, devotional practice - bowing & chanting
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Existing mindfulness tools
Zafu (meditation pillow)
Tibetan singing bowls
Meditation bench
Mala beads
Meditation Apps
Wooden fish (for chanting)
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Feedback for the Hydrean
Struggles with Current Practice:
● Doesn’t keep you engaged● Meditation apps are repetitive and become boring● Often have to pay for premium content.
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Feedback for the Hydrean
Benefits & Suggestions:
● Potentially multiple ways to use the Hydrean● Seems interesting to play around with● The uneven interval sizes feel awkward● Better cord would be nice● Play around with material composition/colors.
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Feedback for the Hydrean
Positioning the Hydrean:
● As a physical anchor to ground your meditation practice or use while counting breaths
● Compared it to a fidget spinner or stress ball● A physical reminder to meditate
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Intriguing comments:
“If I paid $40 for a mediation product, I would expect it to come with a book or an extensive journal..”
“Gold is flashy… but brass is grounding.”
“I feel conflicted with the idea of commercializing mindfulness practices”
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Problem Identification
What problem or issue does the Hydrean address and how?
I hate looking at a screen!
I don’t want my meditation to take me out of the moment!
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a. “Tired of looking at a screen to meditate?”
b. Make use of Google Ads with keywords relating to meditation app struggles
c. Send YouTube micro-influencers free Hydreans to do reviews with kickback.
Positioning
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Traditional Meditation:
Sacred and SpiritualBuddhist Philosophy
Meditation as a Trend:
Science of Meditation & the BrainConvenience of Meditation
Stress Management
Target Market Recommendations
OUR PROPOSED TARGET MARKET
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Recommended Target Market Demographics
1. Size: a. ~20% of the number of meditation app downloaders* -> ~20 mil
2. Demographics: according to the NIH, meditators are more likely than non-meditators to be:a. Middle-agedb. Whitec. Femaled. College-educatede. Living in the Western United States.
3. Personality Qualities:a. Wellness-oriented & values self-careb. Conscientious
Plan → Capture those users who are dissatisfied with apps and digital screens.
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References
https://nccih.nih.gov/research/results/spotlight/three-types-of-meditation
https://techcrunch.com/2020/01/30/top-10-meditation-apps-pulled-in-195m-in-2019-up-52-from-2018/
https://techcrunch.com/2018/09/04/meditation-app-headspace-bets-on-voice-and-a-i-with-alpine-ai-acquisition/
https://blog.calm.com/about