3. Get. Set. Fit
• An effective app to help you lose weight and strengthen
your muscles
• If you didn’t have time to hit the gym before, now you
know you can always just log into an app and start moving
• Whenever you want to exercise, wherever you are, you
can get the necessary info to you need to do a quick
workout
6. • Health & Fitness apps have a very low
market share
• With market reach of over 40%, there is a
lot of uncharted market potential in this
category
• It is estimated that 3.4 million people will
end up using a fitness app by the end of
2018
• Fitness apps have the potential of
effectively promoting engagement in
physical activity
7. To make fitness apps more convenient and personalised
to the users
To increase the reach of the fitness app and boost the
number of downloads
AIM
8. ACTION PLAN
Research where the other apps are
lagging and work on their flaws
To have a free and paid app
Help people to save time and become
more efficient in their exercising
To provide rewards and
companionship, motivating users along
the way to a fit body
Inspire the customers by tracking their
progress through visualizing tools like
graphs
12. As of 2016, Android leads the global market with an 82.6 percent market
share, while Apple's iOS is second.
The product portfolio of Google Play store is diverse than iOS.
Google Play apps are more discoverable and is more developer friendly
than others
13. TARGET CUSTOMERS
• Target customers: the group of Fitness Fanatics who
are the most enthusiastic fitness and health app users.
They are mostly mothers ages 25-54 who lead healthy
lifestyles.
• Though the App will be developed for everyone out
there i.e. the entire market.
• App could also cater people who have time
constraints: studying or working
• Niche in the market
14. Whether you’re looking to track your miles, find a
little motivation, eat healthier, or simply make exercise
slightly more entertaining, there’s likely an app for that
very purpose!
15.
16. I. Reach to 100,000 downloads on different platforms within 6
months in the market
II. If the goal not achieved, modifications to be done in the app
FREE VERSION
17. PAID VERSION
Launching a paid version of the app
After this, increasing the advertisement for both
the free and paid app
Getting a substantial amount of revenue from the
paid app
If the number of downloads of the paid app doesn’t
increase in 1 year, then modifications to the paid
app compared to the free app, or the cost is to be
reduces
18.
19. Characteristics of the App
• Creating an account with personal data
• Tracking user activity like no. of steps
travelled or calories burnt
• Difficulty of the exercise can be
changed with the level of workouts
• Converting all the data into easy-to-
understand graphics
• Push notifications and setting targets
• Personalized UI design for convenient
experience
20. COLLABORATORS
• App Developers
• Communication team or channels linked for videos
• Mutually benefiting association with Start-ups
• Advertising Partners
21. CONTEXT
• Technological : Valuable addition to the app
store
• Economic : Saves money and the internet
usage
• Physical : Help people get a healthy lifestyle
anywhere and anytime
22. VALUE PROPOSITION
FREE VERSION
User can get Free Workout ideas and track their progress
Workout routines based on your own fitness level and targeting
specific areas of the body
GPS tracker on your phone to track your speed, distance and
elevation
Keep the screen on when and songs on loop till finish your workout
Carry their own yoga studio and monitor their diet
23. PAID VERSION
In addition to the things in free app
Lesser ads
Detailed diet plan according to the workout done daily
More personalized like a personal trainer
Calorie calculator
Providing a reward system for anyone struggling with
motivation
24. • Biggest competitor - Fitbit
• The free Fitbit app is designed to work with
Fitbit activity trackers and smart scales
• Number of installations - 10,000,000 -
50,000,000
25. Other Competitors
My Fitness Pal
Fitocracy
Strava Running and Cycling
Nike+ Training club
7 minutes workout
30 Day Fit challenge Workout
26. POINTS OF PARITY
•Tips and diet plans for different Fitness routines
•Challenges and different time targeted workout’s
•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.
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
•Smart Watch compatibility for professionals to save time and fuss
•Online Social Hub where Premium members can share their
experiences
27. BRAND POSITIONING
• Brand mantra: “All set to get fit”
• Main focus on the women between the age 25 to 54
• Communicating the POD
• Extra motivational factors for the beginners
• Associating with the strong brands like Nike
• To the company the value would be the profits they get
• To the collaborators, the recognition they get and the other
offers will be the value
29. SERVICES
• Any queries, immediately clarified
• Regular updates in both free and paid app
• Any bugs in the app, try to remove as soon as
possible
• Occasional sale on paid version to attract
more customers
30. • 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
• If logged in and shared on social media like
facebook, internal benefits provided in the app like
extra diet care and plans
31. PRICING STRATEGY
• Elastic pricing because people will be wary if they
continue using the app
• Psychological discounting- the ending with ‘9’
• The regular pricing for the app singly purchased-
$2.99
• Discount for downloading more than one app-
$3.99 for two apps
• Channel pricing – More for iOS compared to
Google play store
• Going rate pricing
32. COMMUNICATION
• Collaboration with brands like Nike+ and Google Fit
• Partnering with mobile marketing experts
• Advertising in Social Media
• Promoting Paid App via advertisement in Free version
33.
34.
35. INFRASTRUCTURE
• App developers
Updating the app
Removing the bugs
• Collaborators
Finding new information to be added
Find more proofs of effective results to display
36. PROCESSES
• Associate with well known brands like
Nike+, Google Fit
• Monitor the competitors prices
• Using the free app to promote the paid
apps
37. Study the market carefully
Segmentation : Different apps for different
segments
Logical difference between the free and paid
app
Brand positioning
Pricing Strategy
Communicating the points of difference
38. Disclaimer
• Created by Aayushi Baheti, IIT Bombay during
marketing internship under Prof. Sameer
Mathur, IIM Lucknow
