FOR A NEW FITNESS ANDROID APP
WORKOUT ACCORDING
TO YOUR TIME

MARKET OPPORTUNITY
 Fitness comes under Others. Also, it comes under the “me” time of the smartphone
using of people.
 It is just one part of the “others”, so there is a lot of untapped market potential there.
Source: Statista- http://www.statista.com/statistics/279286/distribution-of-worldwide-google-play-app-downloads-by-category/

MARKET OPPORTUNITY Contd…
Also with people becoming
more and more conscious of
health and the increasing use of
smartphones for everything, a
fitness app provides has a lot
of potential.

 The goal is to make the fitness apps more personalized and
convenient to customers
 To increase the popularity and the number of downloads in this
market

 To have a free and a paid app
 Find where the already existing apps are lacking and add
those things
 Motivate people to be regular which seems to be problem
with everyone- continuing the exercise plans they started.
 Do this by recording and showing them the progress always.

COMPANY OVERVIEW
 Android has the largest
market share of 57%
 The product portfolio of
Google play store is very
diverse. It has all types of
apps from games to social
apps to personal apps like
calendars.

THE PRODUCT LINES OF
ANDROID APPS

TARGET CUSTOMERS
 The target market is everyone, i.e. the entire
market. Android has an app for everything and
everyone.
 But the product line lengths are different.
 Lint stretching is what it is trying to do,
specially in the untapped markets like fitness
and lifestyle.

FREE APP
 First goal would be to reach a certain level of
downloads for the free app- 100,000
 This within 6 months of the app is released in
market.
 If not reached, then major changes to be made
in the app

PAID APP
 After reaching this, increasing the
advertisement for the free and paid app
 Next, 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 more things are
to be added to the paid app compared to the
free app, or the cost is to be reduces (but only if
necessary)

APP CHARACTERRISTICS
 A personal trainer in the smartphone
 Exercise difficulty changing with the level of
workout
 Everything laid out to just follow
 Motivation to come next day and work harder
 Keeps a record of every workout

COLLABORATORS
 App developers
 Any person or group providing tips and
information for the app
 Any videos if added in the app
 The advertisements that appear

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 APP:
 An option to set the amount of time the person
wants to workout and the exercises to be done given
accordingly.
 For beginners, the push and motivation to keep
going.
 Progress is, for example the increase in time daily,
the calories burned and weight shed.
 Simple and effective exercises with detailed
instructions how to do and for how much time.
 Diet plan tips.
 Calendar recording daily workout routine and all
the numbers

VALUE PROPOSITION
PAID APP: (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

TARGET SEGMENT
 Market Specialization
 Demographic segmentation
 Market- people starting a new routine for
fitness or weight loss
 Niche in the market- Specially for beginners
who need the push to continue
 People with time constraints

COMPETITORS
 The biggest and the only
relevant competitor is the 7
minute workout
 It has multiple apps for
different workouts
 Other apps are in similar stage

POINTS OF PARITY
 Same exercises- can’t really change the way an exercise is
done.
 Has tips and diet plans in brief too
 Challenges and different time challenges
 Gives statistics too.

POINTS OF DIFFERENCE
 The user gets to set the time for workout and the exercise
routine for that time is set time
 Calendar that records and allows to add things
 More motivating facts and figures for the beginners
 The level automatically keeps increasing based on the
calendar, although the user has an option to choose.

BRAND POSITIONING
 Brand mantra: “Way to the last beginning”
 Announcing category benefits
 Communicating the POD- since the
methods(exercises) are the same, the main POD
is to be communicated
 The extra motivational factors for the beginners
 Services differentiation
 Associating with the strong brands like Nike

BRAND POSITIONING
 For the collaborators and stockholders,
associating with big brands like Nike can
assure them
 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

PRODUCT ATTRIBUTES AND
BENEFITS

SERVICES
 Any queries, immediately clarified
 Any bugs in the app, try to remove as soon as
possible.
 Put the advertisements manageable in free app
and recommend the paid one for free of
advertisements.

INCENTIVES
 When more than one paid app downloaded,
discount is provided
 If logged in and shared on social media like
facebook, internal benefits provided in the app
like extra diet care and plans
 Incentives to rate and like the app

PRICING STRATEGY
 Elastic demand because people
will be wary if they will continue
using the app
 Psychological discounting- the
ending with ‘9’
 Channel pricing- iOS higher price
than Google play.
 Competitors price of $2.99
 Going-rate pricing

PRICING
 The regular pricing for the app
singly purchased- $2.99
 Discount for downloading more
than one app- $3.99 for two apps
 Psychological discounting- the
ending with ‘9’
 Channel pricing- iOS higher price
than Google play.

COMMUNICATION
To customers:
 By associating with big
brands like Nike+ and
advertising there
 Advertising in social
messaging apps
 In the free app advertising
and encouraging to
download the paid app

DISTRIBUTION

INFRASTRUCTURE
App developers-
 keep adding new things to the app
 Keep removing the bugs
 Make new plans for apps
People contributing to the info in the app
 Find new info that can be added
 Find more proofs of effective results to display

PROCESSES
 Finding apps like Nike+ to place the
advertisements and associate with
 Keep an eye on the competitors price
 Revenue generated from the paid apps
 Using the free app to promote the paid apps

SCHEDULE
 Study the market and find it’s main demand-
weight loss, fitness specially the beginners
 Different app for different segment of the market
 Difference between the free and paid app
 Brand positioning
 Designing services
 Pricing strategy
 Communicating this to everyone associated

 Executive summary
 Situation analysis
 Goal
 Strategy
 Tactics
 Implementation

DISCLAIMER
Created by Nitya Joshi, BITS-Pilani, Hyderabad,
during a marketing internship under Professor
Sameer Mathur, IIM Lucknow