Fitivity
Overview
Fitivity is a platform of "social-workout" apps for the iPhone and Android that get between 5,000 - 11,0000 downloads each day since 2014. These apps help users accomplish their goals in a community environment, utilizing training content and social networking features to drive results. Fitivity's apps have been featured over 1000 times in both app stores.
In early august, we released two Android subscriptions ($2.99/month or $6.99/month) that includes access to premium features, access to a library of over 6,000 videos, exercises and workouts, and access to all Fitivity training programs in all 350 apps.
Month of August:
PRO = 5 subscriptions purchased per day
MVP = 1.4 subscriptions purchased per day
Month of September:
PRO = 9.33 subscriptions purchased per day (87% increase)
MVP = 3.83 subscriptions purchased per day (173% increase)
During the past 3 years, we have spent less than $150k in capital to build a large presence in the respective app stores.
With limited capital and thus limited resources, the organization has never been focused on engagement and monetization.
Although user acquisition is a core competency, the company must now pivot to address engagement & retention issues to drive revenue growth.
Goals for the next 8 months are to:
Increase engagement & retention by 4x
Monthly active users: from 300k to 1.2 million
Increase monthly revenue by 20x
Monthly revenue: from $5k to $100k
Positive EBITDA
Achieve positive EBITDA by June ‘17
Competitive Advantages -
6,000 and 11,000 downloads per day rate - organic - $0 cost per customer acquisition
Social traction - users generate content and discussions
Database of 4,400 unique exercises/drills in video, voiceovers, animations, and descriptions, 2,200 workouts, 400 training programs.
Ability to cross-promote other Fitivity apps, increasing the promoted apps download rates and search rankings significantly.
$0/user acquisition (> $20 million in value at $2.50 CPI)