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Case Study Problem: Yoga Culture in Sweden

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Problem breakdown and investigation of the Yoga Culture in Sweden

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Case Study Problem: Yoga Culture in Sweden

  1. 1. Initial Problem “As a Swedish resident, I don’t have many opportunities to practice yoga because it’s not very accessible, and I want to experience the benefits of yoga”
  2. 2. How I Define Accessibility Removing or minimizing obstacles in the way of meeting your needs while creating opportunity to increase curiosity What can an accessible yoga studio look like?
  3. 3. Assumptions 1. Swedish yoga culture is leaving out people who are curious (Denmark vs. Sweden) leading to market potential 2. Poor yoga social media marketing in Sweden leads to lack of awareness 3. People know about physical and mental benefits, but lack awareness on emotional and spiritual benefits 4. Inaccessibility prevents people from ever trying yoga (or curious in yoga) 5. Cost is a major obstacle keeping Swedes from trying yoga
  4. 4. Testing the Market &Validate Problem Why? • To make yoga accessible for everyone What? • A donation-based (define) yoga studio in Lund, Sweden Who? • Anyone who practices yoga, curious beginner, yoga teacher How? • Cheap, communal/wellness opportunity, no reservations or signups
  5. 5. User Data
  6. 6. Curious Beginner “As a social and outgoing student, I want to try yoga for the first time so I can learn and feel the benefits” Healthy Hippie “As I international sustainability student, I want to join a community full of like- minded people so I can practice yoga safely and mindfully” ExperiencedYogi “As a yoga teacher, I want to meet other teachers and find new yoga classes, so I can improve my yoga practice through challenging ways” User Stories
  7. 7. User Personas
  8. 8. Isabelle About • Engineering Student at Lund Uni, from Skane, professional horse rider Demographics • 25 years, Swedish, female, in a relationship, no income but parents support Behavior • Rides/Trains horses every day, hardworking student, takes on a lot of responsibility, looks for ways to de- stress and relax, goes to gym, prepares lunches for the week Needs/Goals • Experiences stress daily/few times a week, body is stiff from horse riding, seeking ways to become more flexible and relax “Exercising and being flexible are very important for me to relax” Curious Beginner Acquisition Source:WOM
  9. 9. Hanna About • Yoga teacher, Social worker, from Norway Demographics • 35 years, spent most of life in Sweden, female, single, income 20,000 kr/mo Behavior • Practices yoga every day, teaches at a yoga studio (competitor), eats healthy Needs/Goals • looking for a challenge, wants to explore something new, yoga is too repetitive where she is at and likes to switch things up, wants to connect with more yoga teachers “Meeting yogis and finding new challenging yoga classes motivate me to work hard!” ExperiencedYogi Acquisition Source: Instagram
  10. 10. Milena About • German, International student, studying sustainability Demographics • 19 years old, lives in Lund, single, no income Behavior • lives sustainably, purchases organic/vegan food from coop, practices yoga, mindfulness, and meditation Needs/Goals • Wants a community to feel connected to others, Desires a place to practice cheap yoga “Finding a community full of like-minded people makes me feel safe and a sense of belonging” Healthy Hippie Acquisition Source: Facebook
  11. 11. Joel About • Joel Jonsson, Lund Uni student, from north Sweden, parties a lot Demographics • 23 years old, Swedish, male, in a relationship, uses gov subsidies, money conscious Behavior • Likes to play video games, active on social media, needs to be convinced to exercise, never tried yoga before Needs/Goals • Looking for ways to practice yoga as a way to lose weight, needs to exercise with someone, curious about yoga “I am curious about yoga, but nervous about going alone” Curious Beginner Acquisition Source: Google
  12. 12. Testimonials Rebecca A. “Drew’s passion and knowledge about yoga is inspiring. Not only is Drew a great vinyasa and yin teacher, for both beginners and advanced students, he has created a yoga community where people can go learn, share and drink tea. It’s exactly what Lund needed. I’d recommend Drew and the LYC without hesitation. Katerina T. “I like classes with Drew a lot. Carefully created sequences accomplish with a proper guidance. I highly recommend LundYoga Community for both beginners who are new to yoga and for those who are already familiar with it.” Babs K. “Can't think of a better way to be introduced toYoga. LYC is indeed that, a community where one can practiceYoga at all levels. Had my very firstYoga practice at LYC a couple of months ago and several sessions in, I cant wait for it to be 11am on Sunday again. Thanks a lot Drew, you made history! Is it Sunday yet?”
  13. 13. Assumptions Recap 1. Sweden yoga culture is leaving out people who are curious 2. Lack of yoga social media marketing in Sweden leads to lack of awareness 3. People tend to know of physical and mental benefits, but lack awareness on emotional and spiritual benefits 4. Inaccessibility is a big enough hurdle that prevents people from ever trying yoga (or curious in yoga) 5. Cost is a major obstacle keeping Swedes from trying yoga 6. NEW: Accessibility does not bias experience level. 7. NEW: Swedish culture is not familiar with donations. Maybe a pain point?
  14. 14. Redefine Problem -> Opportunity “Yoga culture in Sweden is inaccessible which leads to people not fulfilling their curious needs to practice yoga. Our solution should provide an accessible yoga experience that improves inclusivity and increases awareness around the benefits of yoga”

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