Overview:

WeShape provides a personalized and community-based approach to fitness and wellness. The company aims to offer affordable and effective wellness solutions to individuals and communities by leveraging technology and community.

Market Analysis:

The fitness and wellness industry has seen a tremendous growth in recent years, with a global market value of $4.5 trillion in 2018. The industry is highly fragmented and comprises a diverse range of services and products, including gyms, fitness studios, health clubs, online fitness programs, and wellness apps. The market is highly competitive, with several established players and new entrants vying for market share.

WeShape’s Unique Value Proposition:

WeShape offers a unique value proposition that differentiates it from other players in the market. The company’s community-based approach, personalized coaching, and affordable pricing make it an attractive option for individuals who are looking for personalized wellness solutions. WeShape’s technology-driven platform offers members access to personalized wellness plans, tracking tools, and a community of like-minded individuals, making it a holistic wellness solution.

SWOT Analysis:

Strengths:

• Personalized approach to wellness: WeShape’s personalized coaching and community-based approach offers a unique value proposition to members.
• Technology-driven platform: WeShape’s website and future mobile app will offer members access to a range of tools and resources, making it a one-stop-shop for wellness.
• Affordable pricing: WeShape’s pricing is competitive and offers affordable solutions for members.
• Experienced team: WeShape’s management team has significant experience in the fitness and wellness industry.

Weaknesses:

• Limited brand awareness: WeShape is a relatively new player in the market and has limited brand awareness.
• Limited reach: Currently, WeShape operates only through its website, limiting its reach to potential members.
• Lack of established partnerships: WeShape currently has limited partnerships with gyms, fitness studios, or other wellness providers, limiting its ability to offer a comprehensive wellness solution.

Opportunities:

• Growing market: The wellness industry is seeing rapid growth and presents significant opportunities for new entrants.
• Expansion into new markets: WeShape can expand its reach by developing a mobile app and expanding its marketing efforts to reach a broader audience.
• Partnership opportunities: WeShape can partner with gyms, fitness studios, and other wellness providers to offer a comprehensive wellness solution.

Threats:

• Established players: The wellness industry is highly competitive, with several established players vying for market share.
• Economic downturn: A recession or economic downturn could lead to a decline in consumer spending on wellness products and services.
• Changing consumer preferences: Consumer preferences for wellness products and services may change, making it difficult for WeShape to maintain its market position.

Assumptions:

The following assumptions were made prior to conducting this analysis and product strategy.

1. WeShape is currently not offering a mobile app.
2. The need for a mobile app has already been validated.
3. The company’s website is the only way for users to access their services.
4. WeShape is looking to increase member growth and retention.
5. The primary target audience for WeShape are individuals who prioritize wellness and fitness.
6. WeShape’s core value proposition is centered around body positivity, self-care, and personalized fitness.
7. The company’s competitors include fitness apps such as Peloton, Fitbit, and MyFitnessPal.
8. Offering in-app video chat with personal trainers, a content library focused on body positivity and self-care, and integration with wearable fitness trackers will increase user engagement and retention.
9. WeShape’s main goal is to provide users with a more personalized and effective fitness experience.
10. WeShape’s team has the resources and expertise to develop and launch a successful mobile app.
11. WeShape already has the technology developed to do personalized workout plans and this feature has been validated.

Problem we’re trying to solve: WeShape is looking to increase member growth and retention by developing a mobile app that provides users with a more personalized and engaging fitness experience. The app should build on the existing intake survey and workout videos already offered on the company’s website to create a more interactive and social platform that helps users stay motivated and committed to their fitness goals.

Target audience: WeShape’s primary audience is individuals who are looking for a personalized and positive fitness experience that emphasizes overall wellness and body positivity. WeShape wants to reach individuals who may have struggled with traditional fitness programs or who are looking for a more supportive and inclusive community.

Potential solutions: To solve the problem of low member growth and retention, we need to create a mobile app that is engaging, easy to use, and personalized. Here are some potential solutions:

1. Social features: We will create a social platform where users can connect with friends, share their progress, and join groups based on interests or fitness level. The app will provide a supportive and inclusive community that encourages users to stay motivated and committed to their goals.
2. Content library: We will provide a library of educational and motivational content, including articles, videos, and podcasts. Users can browse the content library based on their interests, and the app will suggest relevant content based on their workout plan and goals.
3. Gamification: We will add gamification elements to the app, such as badges, rewards, and challenges. This will create a sense of competition and achievement that motivates users to complete their workouts and stay engaged with the app.
4. In-app video chat with personal trainers: We will provide users with the option to video chat with personal trainers for personalized advice and support.
5. Integration with wearable fitness trackers: We will integrate the app with popular wearable fitness trackers, such as Fitbit or Apple Watch, to provide users with real-time feedback on their progress and help them track their activity levels.

Testing & Validating

1. Social features: Create a social platform where users can connect with each other
   1. Hypothesis: If users have a supportive and inclusive community that encourages them to stay motivated and committed to their goals, they will be more likely to stick to their fitness routine and achieve better results.
   2. Testing ideas:
      • Conduct user surveys to determine which types of social features are most important to users, and prioritize development accordingly
      • Track usage data to determine which social features are most effective at driving engagement and retention
   3. Success criteria: Increased user engagement and retention, as measured by metrics such as time spent in the app, number of social interactions, and user satisfaction ratings. Example: A 20% increase in user engagement and retention within three months of launching the social platform.
2. Content library: We will provide a library of educational and motivational content, including articles, videos, and podcasts.
   1. Hypothesis: If users have access to a content library that is relevant to their interests and goals, they will be more likely to engage with the app and achieve better results.
   2. Testing ideas:
      • Conduct user surveys to determine which types of content are most important to users, and prioritize development accordingly
      • Track usage data to determine which types of content are most effective at driving engagement and retention
   3. Success criteria: Increased user engagement and retention, as measured by metrics such as time spent in the app, number of content views, and user satisfaction ratings. Example: A 15% increase in user engagement and retention within three months of launching the content library.
3. Gamification: Add gamification elements to the app, such as badges, rewards, and challenges.
   1. Hypothesis: If users are given rewards and challenges to work towards, they will be more likely to stay motivated and engaged with the app.
   2. Testing ideas:
      • Conduct user surveys to determine which types of rewards and challenges are most appealing to users, and prioritize development accordingly
      • Launch a pilot program and track usage data to determine which types of gamification elements are most effective at driving engagement and retention
      • Gather feedback on the types of gamification elements users enjoy and would like to see
   3. Success criteria: Increased user engagement and retention, as measured by metrics such as time spent in the app, number of challenges completed, and user satisfaction ratings. Example: A 10% increase in user engagement and retention within three months of launching the gamification elements.
4. In-app video chat with personal trainers: Allow users to video chat with personal trainers
   1. Hypothesis: Users will engage more with the app if they have access to professional guidance and support
   2. Testing ideas:
      • Launch a pilot program and gather feedback on the quality of the video chat feature and personal training advice
      • Track user engagement with the feature
   3. Success criteria: Increased user engagement and retention, as measured by metrics such as time spent in the app, number of video chat sessions, and user satisfaction ratings. Example: A 15% increase in user engagement and retention within three months of launching the video chat feature.
5. Integration with wearable fitness trackers: Integrate with wearable fitness trackers
   1. Hypothesis: Users will engage more with the app if they can track their progress and see improvements
   2. Testing ideas:
      • Gather data on user engagement with the wearable fitness trackers
      • Gather feedback on the quality and effectiveness of the integration and suggestions for improvements
   3. Success criteria: Increased user engagement and retention, as measured by metrics such as time spent in the app, number of tracker integrations, and user satisfaction ratings. Example: A 10% increase in user engagement and retention within three months of launching the tracker integration.

*Assuming each feature was validated and confirmed value to the org and it’s users, these features would be prioritized as follow:

Prioritization:

1. Social features: ICE score of 10 (Impact: 4, Confidence: 8, Effort: 1)
   • Impact (4/5): The social features align with WeShape’s community-based approach and value proposition and have the potential to significantly impact user engagement and retention.
   • Confidence (8/10): The development effort required is relatively low, and there is a high level of confidence in the impact of the feature.
   • Effort (1/10): The development effort required for this feature is low, which makes it an attractive feature to prioritize
2. Integration with wearable fitness trackers: ICE score of 8 (Impact: 3, Confidence: 8, Effort: 2)
   • Impact (3/5): The integration of wearable fitness trackers can be a valuable addition to WeShape’s platform, but it may not be relevant for all users.
   • Confidence (8/10): The development effort required is moderate, but there is a high level of confidence in the success of the feature.
   • Effort (2/10): The development effort required for this feature is moderate, which still makes it an attractive feature to prioritize.
3. Content library: ICE score of 6 (Impact: 3, Confidence: 7, Effort: 2)
   • Impact (3/5): A content library can be a valuable addition to WeShape’s platform, offering members access to educational and motivational resources. However, the impact on user engagement and retention is likely to be moderate.
   • Confidence (7/10): The effort required to create and maintain a high-quality library is significant, but there is still a good level of confidence in the success of the feature.
   • Effort (2/10): The development effort required for this feature is moderate, but it still requires a significant investment of time and resources.
4. In-app video chat with personal trainers: ICE score of 4 (Impact: 2, Confidence: 6, Effort: 2)
   • Impact (2/5): While in-app video chat aligns with WeShape’s personalized coaching approach, the impact on user engagement and retention is likely to be moderate.
   • Confidence (6/10): The development effort required to implement and maintain the feature is moderate, and there is a lower level of confidence in the success of the feature compared to the others.
   • Effort (2/10): The development effort required for this feature is moderate, but it still requires a significant investment of time and resources.
5. Gamification: ICE score of 3 (Impact: 1, Confidence: 5, Effort: 3)
   • Impact (1/5): While gamification can be an effective way to engage users and create a sense of competition, the impact on user engagement and retention is likely to be relatively low.
   • Confidence (5/10): The development effort required to implement and maintain gamification is high, and there is a lower level of confidence in the success of the feature compared to the others.
   • Effort (3/10): The development effort required for this feature is high, which makes it less attractive to prioritize compared to the other features.

Roadmap:

1-Year Roadmap:

• Month 1-2: Finalize design and user experience of the app
• Month 3-4: Build out the core functionality of the workout customization feature
• Month 5-6: Develop and launch the social features of the app
• Month 7-8: Integrate with wearable fitness trackers
• Month 9-10: Add the content library to the app
• Month 11-12: Continue testing and refining the app, and work on improving user engagement and retention.

5**-Year Roadmap:**

Year 1:

• Launch the WeShape mobile app with the core functionality of personalized at-home workouts and tracking tools.
• Develop and launch the social platform for users to connect with friends and join groups based on interests or fitness level.
• Integrate with popular wearable fitness trackers for real-time progress tracking.
• Initiate a marketing campaign to attract new users.

Year 2:

• Launch in-app video chat with personal trainers for personalized advice and support.
• Create a content library including articles, videos, and podcasts that offer educational and motivational resources for users.
• Incorporate gamification features, such as badges, rewards, and challenges, to increase user engagement and retention.
• Expand the marketing campaign to attract a wider audience.

Year 3:

• Launch an AI-powered recommendation engine that suggests personalized workouts and content based on user data and behavior.
• Add new features to the social platform, such as user-generated content and community challenges.
• Establish partnerships with health and wellness companies to offer exclusive discounts and services to WeShape users.

Year 4:

• Expand the content library to include additional types of content, such as recipes and nutrition tips.
• Introduce premium membership options that offer additional features and benefits.
• Launch a referral program to incentivize existing users to invite their friends to join WeShape.

Year 5:

• Continue to improve and refine the AI-powered recommendation engine to offer even more personalized workouts and content.
• Explore opportunities for international expansion.
• Develop new partnerships and collaborations to further enhance the WeShape experience for users.

Conclusion

Overall, the strategy would involve focusing on creating a mobile app that provides a personalized and convenient fitness experience for users, while also fostering a sense of community and support. By iterating on the product and gathering feedback, the app can be continually improved to meet the needs and preferences of its users.

In conclusion, the development of a mobile app for WeShape will be a critical step in enhancing their user experience, improving engagement and retention, and expanding their market share. By conducting user research, designing and testing an initial prototype, and following a roadmap that prioritizes high-impact features, we can create an app that aligns with WeShape’s core values and provides a more personalized and effective fitness experience for their users.