Competitive landscape
Transcript: Paid Jill: The Health Blogger Bloggers Using our list of bloggers in the quantified self, health/weightloss, technology, and healthcare space. We will start emailing them at the end of September and follow the rule of three. Give three things before asking for one. Traditional Media We have a list of 50 traditional reporters from newspapers and television. The process is very similar to the above mentioned one for bloggers. Capital Factory Demo Day Pitch in mid October to a group of technology investors and early adopters. Partnerships United Regional Healthcare, Physicians, Affiliates Testimonials Doctors, nutritionists, trainers, and hospital executives Cool Kids (technologists, early adopters, etc.) Just snap a picture of what you eat. No manual input required. Emphasis on real food, not counting calories. Quality over quantity. Movement Nutrition Sandy is a trendy mom that has used Myfitnesspal for over a year. She gossips with her group of friends. Branding Experience Objective Create a compelling story that spreads. Connect to users on an emotional level. Think Nike. Userbase: 25K downloads by end of the year Coverage: Extensive coverage and buzz Community: Dedicated userbase that feel Otaku Blog Content (See timeline) On quantified self, design, app development, holistic health, and game design. Meetup/events I.e. Wordpress engine Social media: Twitter, Facebook, Instagram, Youtube Community/existing customers Earned A remarkably simple way to get and stay healthy. Jill is a health nut who blogs about weight loss, nutrition, and a healthy lifestyle. She has an audience and an incentive to share. Sandy: The Trendy Mom Brain Break Owned Tom downloads the latest apps and geeks out over the newest hardware. He'll be in line to buy the new iPhone 5S (and google glass). He blogs. Initially launch and offerings must be aimed at Early Adopters. Our offering must be so remarkable they pay attention. Our message must be easy to spread. When someone starts Loop - they're adopting a new persona. Changes in the market Simplicity SEO Facebook and Twitter promoted posts Viral/Community Marketing Outbrain recommended Affiliate marketing: Gyms, nutritionists, health websites Game mechanics drive user engagement and incentize participation. Entirely new concept. Turns abstraction into something concrete. Rewards Remarkable marketing is the art of building things worth noticing right into your product or service. Not slapping on marketing as a last-minute add-on, but understanding that if your offering itself isn't remarkable, it's invisible. Early Adopters Pain points: Too much work, ugly, restrictive, not cool (mostly) Tom: The Quantified Selfer Leveraging new M7 chip - passive tracking requiring no input.