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