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