MARKET OPPORTUNITY
Health & Fitness apps have around 2% market in PlayStore
FITNESS STAR: MOVE IT OR LOOSE IT
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
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 Platforms
Research to find where the already existing
apps are lagging and update those things
Motivate customers to be regular with their
fitness plan
Do this by recording and presenting them
the analysis of their progress in real time
Let 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 CHARACTERRISTICS
Customer can set the amount of time he/she wants to workout
and the exercises to be done given accordingly
Difficulty of the exercise can be changed with the level of
workouts
Better Analysis and representation by converting all the data
into easy-to-understand graphics
Personalized UI design for convenient experience
COLLABORATORS
App Developers
Communication team or channels
linked for videos
Mutually benefiting association with
Start-ups
Advertising Partners
CONTEXT
Technological- a new dimension to the
use of smartphones
Economic- downloading an app saves
the internet usage
Physical- 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 experience
Keep 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 routines
Challenges and different time targeted workout’s
Adjustable circuit and rest time
Ability 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 workouts
Google Fit support
POINTS OF DIFFERENCE
Fitness Calendar that records and allows to
add different workout’s
Exercise level will keep on increasing
automatically with sync to the Fitness Calendar
Motivational Quotes and Videos at the end of
each workout for beginner's to get them going
Smart 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
going
Profits for company and recognition for collaborators
Association 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
INCENTIVES
Incentives to rate and like the app’s
social media pages
Refer the app to your friends & family
for limited app free version
Combo benefits in purchasing more
than one app
Watch 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
PROCESSES
Using the free app to promote the paid app
Keep monitoring competitors prices
Maintaining Strong Word of Mouth
via social media platforms.
Collaborating with other well known
apps like Google Fit, Nike+ etc.
SCHEDULE
Releasing more apps for different segments and
exercises
Intensive Market Research to meet the need better
Logical difference between the free and paid app
Pricing Strategy
Brand Communication to associated customers
Don’t get complacent! Keep Innovating
RECAP
Action Plan
Situation Analysis
Goal
Approach
Pricing Strategy
Execution
DISCLAIMER
→ Created by Rohan Singh, IIT Bombay,
during a Marketing internship under
Professor Sameer Mathur, IIM Lucknow
