Problem breakdown and investigation of the Yoga Culture in Sweden

1. Initial Problem
“As a Swedish resident, I don’t have many opportunities to
practice yoga because it’s not very accessible, and I want to
experience the benefits of yoga”

2. How I Define
Accessibility
Removing or minimizing obstacles in the way of meeting
your needs while creating opportunity to increase curiosity
What can an accessible yoga studio look like?

3. Assumptions
1. Swedish yoga culture is leaving out people who are
curious (Denmark vs. Sweden) leading to market
potential
2. Poor yoga social media marketing in Sweden leads to
lack of awareness
3. People know about physical and mental benefits, but
lack awareness on emotional and spiritual benefits
4. Inaccessibility prevents people from ever trying yoga (or
curious in yoga)
5. Cost is a major obstacle keeping Swedes from trying
yoga

4. Testing the Market &Validate Problem
Why?
• To make yoga accessible for everyone
What?
• A donation-based (define) yoga studio in Lund, Sweden
Who?
• Anyone who practices yoga, curious beginner, yoga teacher
How?
• Cheap, communal/wellness opportunity, no reservations or
signups

5. User Data

6. Curious Beginner
“As a social and outgoing student, I want to try yoga for the first time so I can learn
and feel the benefits”
Healthy Hippie
“As I international sustainability student, I want to join a community full of like-
minded people so I can practice yoga safely and mindfully”
ExperiencedYogi
“As a yoga teacher, I want to meet other teachers and find new yoga classes, so I can
improve my yoga practice through challenging ways”
User Stories

7. User Personas

8. Isabelle
About
• Engineering Student at Lund Uni, from
Skane, professional horse rider
Demographics
• 25 years, Swedish, female, in a
relationship, no income but parents
support
Behavior
• Rides/Trains horses every day,
hardworking student, takes on a lot of
responsibility, looks for ways to de-
stress and relax, goes to gym, prepares
lunches for the week
Needs/Goals
• Experiences stress daily/few times a
week, body is stiff from horse riding,
seeking ways to become more flexible
and relax
“Exercising and being flexible are
very important for me to relax”
Curious Beginner
Acquisition Source:WOM

9. Hanna
About
• Yoga teacher, Social worker, from
Norway
Demographics
• 35 years, spent most of life in
Sweden, female, single, income
20,000 kr/mo
Behavior
• Practices yoga every day, teaches at
a yoga studio (competitor), eats
healthy
Needs/Goals
• looking for a challenge, wants to
explore something new, yoga is too
repetitive where she is at and likes to
switch things up, wants to connect
with more yoga teachers
“Meeting yogis and finding new challenging
yoga classes motivate me to work hard!”
ExperiencedYogi
Acquisition Source: Instagram

10. Milena
About
• German, International student,
studying sustainability
Demographics
• 19 years old, lives in Lund, single, no
income
Behavior
• lives sustainably, purchases
organic/vegan food from coop,
practices yoga, mindfulness, and
meditation
Needs/Goals
• Wants a community to feel
connected to others, Desires a place
to practice cheap yoga
“Finding a community full of like-minded people
makes me feel safe and a sense of belonging”
Healthy Hippie
Acquisition Source: Facebook

11. Joel
About
• Joel Jonsson, Lund Uni student, from
north Sweden, parties a lot
Demographics
• 23 years old, Swedish, male, in a
relationship, uses gov subsidies,
money conscious
Behavior
• Likes to play video games, active on
social media, needs to be convinced to
exercise, never tried yoga before
Needs/Goals
• Looking for ways to practice yoga as a
way to lose weight, needs to exercise
with someone, curious about yoga
“I am curious about yoga, but
nervous about going alone”
Curious Beginner
Acquisition Source: Google

12. Testimonials
Rebecca A.
“Drew’s passion and knowledge about yoga is inspiring. Not only is Drew a great vinyasa and
yin teacher, for both beginners and advanced students, he has created a yoga community
where people can go learn, share and drink tea. It’s exactly what Lund needed. I’d recommend
Drew and the LYC without hesitation.
Katerina T.
“I like classes with Drew a lot. Carefully created sequences accomplish with a proper guidance.
I highly recommend LundYoga Community for both beginners who are new to yoga and for
those who are already familiar with it.”
Babs K.
“Can't think of a better way to be introduced toYoga. LYC is indeed that, a community where
one can practiceYoga at all levels. Had my very firstYoga practice at LYC a couple of months
ago and several sessions in, I cant wait for it to be 11am on Sunday again. Thanks a lot Drew,
you made history! Is it Sunday yet?”

13. Assumptions
Recap
1. Sweden yoga culture is leaving out people who are
curious
2. Lack of yoga social media marketing in Sweden leads to
lack of awareness
3. People tend to know of physical and mental benefits, but
lack awareness on emotional and spiritual benefits
4. Inaccessibility is a big enough hurdle that prevents
people from ever trying yoga (or curious in yoga)
5. Cost is a major obstacle keeping Swedes from trying
yoga
6. NEW: Accessibility does not bias experience level.
7. NEW: Swedish culture is not familiar with donations.
Maybe a pain point?

14. Redefine Problem -> Opportunity
“Yoga culture in Sweden is inaccessible which leads to people not fulfilling
their curious needs to practice yoga. Our solution should provide an accessible
yoga experience that improves inclusivity and increases awareness around the
benefits of yoga”