SlideShare a Scribd company logo

Fitbit Go-To Market Plan

Go-To market plan for new Fitbit Premium Subscription

Fitbit Go-To Market Plan

1 of 19
Download to read offline
Fitbit Go-To Market Plan
Agenda
Fitbit Smart Coach
Go To Market Objectives
Target Audience
● Owns a Fitbit wearable and a
smartphone
● Value conscious but has
expendable income
● Is comfortable with technology
but not necessarily an expert
● Uses social media frequently
● More comfortable buying from
well-known companies
● Lives in North America
● 30+
Persona:
Chris
● Has a desk job
● Earns 100K+ per year
● Willing to pay for a product that received
good reviews on improving health habits
● Uses a smartphone and often visits social
sites to post comments and images
● Wants to work out more regularly
● Is 34 and lives in the U.S.
“Get More With Fitbit” - Campaign Flow
Use both paid and owned channels to target current FitBit users w/o paid
subscription.
Display Ads (Retargeting)
Premium Subscription
Landing Page
30 Day Free Trial
Paid Subscription ($49
annual)
Paid
Push
Notification
Owned (Little or No Additional Cost)
Newsletter and
Announcements (email)
Display Ads
(FitBit.com)
Social
Channels
Device Box
Inserts
Ad

Recommended

Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)
Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)
Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)Petra Neiger
 
Why Product-Led Growth is the most effective GTM strategy
Why Product-Led Growth is the most effective GTM strategyWhy Product-Led Growth is the most effective GTM strategy
Why Product-Led Growth is the most effective GTM strategyMickey Alon
 
Integrated GTM Strategy Case Study
Integrated GTM Strategy Case StudyIntegrated GTM Strategy Case Study
Integrated GTM Strategy Case StudyBruce Pharr
 
Go-to-Market Best Practices for Startups
Go-to-Market Best Practices for StartupsGo-to-Market Best Practices for Startups
Go-to-Market Best Practices for Startupsa16z
 
GTM Strategy: Fitbit Premium Enhance Project
GTM Strategy: Fitbit Premium Enhance ProjectGTM Strategy: Fitbit Premium Enhance Project
GTM Strategy: Fitbit Premium Enhance ProjectGreg Camenzind
 
Pitch Deck Template for startups
Pitch Deck Template for startupsPitch Deck Template for startups
Pitch Deck Template for startupsMalcolm Lewis
 
IBM - Full year Go-to-market plan template
IBM - Full year Go-to-market plan templateIBM - Full year Go-to-market plan template
IBM - Full year Go-to-market plan templateArrow ECS UK
 

More Related Content

What's hot

Go to Market Strategy
Go to Market StrategyGo to Market Strategy
Go to Market StrategyRajiv Netra
 
Go-to-Market Strategy
Go-to-Market StrategyGo-to-Market Strategy
Go-to-Market StrategyJeremy Horn
 
Go to Market 101
Go to Market 101Go to Market 101
Go to Market 101vinodharith
 
Dwolla Startup Pitch Deck
Dwolla Startup Pitch DeckDwolla Startup Pitch Deck
Dwolla Startup Pitch DeckJoseph Hsieh
 
Go to-market strategy for B2B SaaS companies
Go to-market strategy for B2B SaaS companiesGo to-market strategy for B2B SaaS companies
Go to-market strategy for B2B SaaS companiesGuillaume Lerouge
 
Marketing Go To Market Roll Out Plan New Product Launch PowerPoint Presentati...
Marketing Go To Market Roll Out Plan New Product Launch PowerPoint Presentati...Marketing Go To Market Roll Out Plan New Product Launch PowerPoint Presentati...
Marketing Go To Market Roll Out Plan New Product Launch PowerPoint Presentati...SlideTeam
 
Go to market planning
Go to market planningGo to market planning
Go to market planningMike McCormac
 
3 essentials of a successful go to-market strategy
3 essentials of a successful go to-market strategy3 essentials of a successful go to-market strategy
3 essentials of a successful go to-market strategySounds About Write
 
Mint.com Pre-Launch Pitch Deck
Mint.com Pre-Launch Pitch DeckMint.com Pre-Launch Pitch Deck
Mint.com Pre-Launch Pitch DeckHiten Shah
 
Tracxn - Fashion Tech Startup Landscape
Tracxn - Fashion Tech Startup LandscapeTracxn - Fashion Tech Startup Landscape
Tracxn - Fashion Tech Startup LandscapeTracxn
 
Zuora Sales Deck
Zuora Sales DeckZuora Sales Deck
Zuora Sales DeckRyan Gum
 
Airbnb Pitch Deck redesigned by Zlides
Airbnb Pitch Deck redesigned by ZlidesAirbnb Pitch Deck redesigned by Zlides
Airbnb Pitch Deck redesigned by ZlidesZlides
 
Product Strategy and Go to Market Model_Sample
Product Strategy and Go to Market Model_SampleProduct Strategy and Go to Market Model_Sample
Product Strategy and Go to Market Model_SampleParesh Baghel
 
Go To Market Strategy for Startups
Go To Market Strategy for StartupsGo To Market Strategy for Startups
Go To Market Strategy for StartupsPRT Systems
 
Customer Acquisition & Monetization - Keys to your Business Model
Customer Acquisition & Monetization -  Keys to your Business ModelCustomer Acquisition & Monetization -  Keys to your Business Model
Customer Acquisition & Monetization - Keys to your Business ModelDavid Skok
 
Sales Playbook Template
Sales Playbook TemplateSales Playbook Template
Sales Playbook TemplateDemand Metric
 
Go-To-Market Fundamentals - Mark Walker
Go-To-Market Fundamentals - Mark WalkerGo-To-Market Fundamentals - Mark Walker
Go-To-Market Fundamentals - Mark WalkerSales Impact Academy
 
Go-To-Market Strategy & Sales Enablement Framework
Go-To-Market Strategy & Sales Enablement FrameworkGo-To-Market Strategy & Sales Enablement Framework
Go-To-Market Strategy & Sales Enablement FrameworkLink Cheng
 

What's hot (20)

Go-To Market Plan
Go-To Market PlanGo-To Market Plan
Go-To Market Plan
 
Go to Market Strategy
Go to Market StrategyGo to Market Strategy
Go to Market Strategy
 
Go-to-Market Strategy
Go-to-Market StrategyGo-to-Market Strategy
Go-to-Market Strategy
 
Go to Market 101
Go to Market 101Go to Market 101
Go to Market 101
 
Dwolla Startup Pitch Deck
Dwolla Startup Pitch DeckDwolla Startup Pitch Deck
Dwolla Startup Pitch Deck
 
Go to-market strategy for B2B SaaS companies
Go to-market strategy for B2B SaaS companiesGo to-market strategy for B2B SaaS companies
Go to-market strategy for B2B SaaS companies
 
Marketing Go To Market Roll Out Plan New Product Launch PowerPoint Presentati...
Marketing Go To Market Roll Out Plan New Product Launch PowerPoint Presentati...Marketing Go To Market Roll Out Plan New Product Launch PowerPoint Presentati...
Marketing Go To Market Roll Out Plan New Product Launch PowerPoint Presentati...
 
GTM Plan Strategy - Digital Marketing
GTM Plan Strategy - Digital MarketingGTM Plan Strategy - Digital Marketing
GTM Plan Strategy - Digital Marketing
 
Go to market planning
Go to market planningGo to market planning
Go to market planning
 
3 essentials of a successful go to-market strategy
3 essentials of a successful go to-market strategy3 essentials of a successful go to-market strategy
3 essentials of a successful go to-market strategy
 
Mint.com Pre-Launch Pitch Deck
Mint.com Pre-Launch Pitch DeckMint.com Pre-Launch Pitch Deck
Mint.com Pre-Launch Pitch Deck
 
Tracxn - Fashion Tech Startup Landscape
Tracxn - Fashion Tech Startup LandscapeTracxn - Fashion Tech Startup Landscape
Tracxn - Fashion Tech Startup Landscape
 
Zuora Sales Deck
Zuora Sales DeckZuora Sales Deck
Zuora Sales Deck
 
Airbnb Pitch Deck redesigned by Zlides
Airbnb Pitch Deck redesigned by ZlidesAirbnb Pitch Deck redesigned by Zlides
Airbnb Pitch Deck redesigned by Zlides
 
Product Strategy and Go to Market Model_Sample
Product Strategy and Go to Market Model_SampleProduct Strategy and Go to Market Model_Sample
Product Strategy and Go to Market Model_Sample
 
Go To Market Strategy for Startups
Go To Market Strategy for StartupsGo To Market Strategy for Startups
Go To Market Strategy for Startups
 
Customer Acquisition & Monetization - Keys to your Business Model
Customer Acquisition & Monetization -  Keys to your Business ModelCustomer Acquisition & Monetization -  Keys to your Business Model
Customer Acquisition & Monetization - Keys to your Business Model
 
Sales Playbook Template
Sales Playbook TemplateSales Playbook Template
Sales Playbook Template
 
Go-To-Market Fundamentals - Mark Walker
Go-To-Market Fundamentals - Mark WalkerGo-To-Market Fundamentals - Mark Walker
Go-To-Market Fundamentals - Mark Walker
 
Go-To-Market Strategy & Sales Enablement Framework
Go-To-Market Strategy & Sales Enablement FrameworkGo-To-Market Strategy & Sales Enablement Framework
Go-To-Market Strategy & Sales Enablement Framework
 

Viewers also liked

FitBit Direct Marketing Campaign
FitBit Direct Marketing Campaign FitBit Direct Marketing Campaign
FitBit Direct Marketing Campaign Isabel Balla
 
Fitbit presentation
Fitbit presentationFitbit presentation
Fitbit presentationjryan39
 
Fitbit Public Relations Plan
Fitbit Public Relations PlanFitbit Public Relations Plan
Fitbit Public Relations PlanAlicja Fratczak
 

Viewers also liked (6)

FitBit Direct Marketing Campaign
FitBit Direct Marketing Campaign FitBit Direct Marketing Campaign
FitBit Direct Marketing Campaign
 
Fitbit presentation
Fitbit presentationFitbit presentation
Fitbit presentation
 
FitBit
FitBitFitBit
FitBit
 
Fitbit Public Relations Plan
Fitbit Public Relations PlanFitbit Public Relations Plan
Fitbit Public Relations Plan
 
Fitbit presentation
Fitbit presentationFitbit presentation
Fitbit presentation
 
Fitbit Presentation
Fitbit PresentationFitbit Presentation
Fitbit Presentation
 

Similar to Fitbit Go-To Market Plan

Marketing Analytics to Prove Your ROI
Marketing Analytics to Prove Your ROIMarketing Analytics to Prove Your ROI
Marketing Analytics to Prove Your ROIMarketo
 
Increase AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROI
Increase AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROIIncrease AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROI
Increase AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROIMarketo
 
What is *Pacing* in Marketing Performance Measurement? (And why you’d be fool...
What is *Pacing* in Marketing Performance Measurement? (And why you’d be fool...What is *Pacing* in Marketing Performance Measurement? (And why you’d be fool...
What is *Pacing* in Marketing Performance Measurement? (And why you’d be fool...Joe Pych
 
RR - Technicals 1.pdf
RR - Technicals 1.pdfRR - Technicals 1.pdf
RR - Technicals 1.pdfmerag76668
 
Financial Forecasting
Financial ForecastingFinancial Forecasting
Financial ForecastingJamariHodges1
 
Amazon Fresh - Mock Financials
Amazon Fresh - Mock FinancialsAmazon Fresh - Mock Financials
Amazon Fresh - Mock FinancialsHelena Lavieri
 
CLV_TAIWAN(EN).pdf
CLV_TAIWAN(EN).pdfCLV_TAIWAN(EN).pdf
CLV_TAIWAN(EN).pdfYen Hsien Chen
 
Digiral Store Assistant
Digiral Store AssistantDigiral Store Assistant
Digiral Store AssistantIvano Sporitus
 
Donor Acquisition: investing for success
Donor Acquisition: investing for success Donor Acquisition: investing for success
Donor Acquisition: investing for success Fiona McPhee
 
The_4_Sales_Reports_for_CEO
The_4_Sales_Reports_for_CEOThe_4_Sales_Reports_for_CEO
The_4_Sales_Reports_for_CEOPatrick Kenny
 
iMedia Agency Summit: Scottsdale, AZ, December 6, 2015
iMedia Agency Summit: Scottsdale, AZ, December 6, 2015iMedia Agency Summit: Scottsdale, AZ, December 6, 2015
iMedia Agency Summit: Scottsdale, AZ, December 6, 2015Joe Pych
 
C3 comp redesign 6-3-13 (2)
C3 comp redesign  6-3-13 (2)C3 comp redesign  6-3-13 (2)
C3 comp redesign 6-3-13 (2)Mark Wolkove
 
P'Kolino Case Study
P'Kolino Case StudyP'Kolino Case Study
P'Kolino Case Study楹翔 張
 
TREB Market Watch for May 2016
TREB Market Watch for May 2016TREB Market Watch for May 2016
TREB Market Watch for May 2016Michelle Makos
 
Market Watch May 2016
Market Watch May 2016Market Watch May 2016
Market Watch May 2016Chaba Tamasi
 
Email aquisition marketing
Email aquisition marketingEmail aquisition marketing
Email aquisition marketingRelevate
 
Measure what Matters - Outcomes
Measure what Matters - OutcomesMeasure what Matters - Outcomes
Measure what Matters - Outcomespauleycreative
 
Board Preview: What's Next for Director Compensation
Board Preview: What's Next for Director CompensationBoard Preview: What's Next for Director Compensation
Board Preview: What's Next for Director CompensationPearl Meyer
 
Market Watch TORONTO 2015 OCTOBER
Market Watch TORONTO 2015 OCTOBERMarket Watch TORONTO 2015 OCTOBER
Market Watch TORONTO 2015 OCTOBERChaba Tamasi
 
Legacy KPIs & Dashboard w/ Ligia Pena (Worksheet)
Legacy KPIs & Dashboard w/ Ligia Pena (Worksheet)Legacy KPIs & Dashboard w/ Ligia Pena (Worksheet)
Legacy KPIs & Dashboard w/ Ligia Pena (Worksheet)Bloomerang
 

Similar to Fitbit Go-To Market Plan (20)

Marketing Analytics to Prove Your ROI
Marketing Analytics to Prove Your ROIMarketing Analytics to Prove Your ROI
Marketing Analytics to Prove Your ROI
 
Increase AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROI
Increase AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROIIncrease AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROI
Increase AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROI
 
What is *Pacing* in Marketing Performance Measurement? (And why you’d be fool...
What is *Pacing* in Marketing Performance Measurement? (And why you’d be fool...What is *Pacing* in Marketing Performance Measurement? (And why you’d be fool...
What is *Pacing* in Marketing Performance Measurement? (And why you’d be fool...
 
RR - Technicals 1.pdf
RR - Technicals 1.pdfRR - Technicals 1.pdf
RR - Technicals 1.pdf
 
Financial Forecasting
Financial ForecastingFinancial Forecasting
Financial Forecasting
 
Amazon Fresh - Mock Financials
Amazon Fresh - Mock FinancialsAmazon Fresh - Mock Financials
Amazon Fresh - Mock Financials
 
CLV_TAIWAN(EN).pdf
CLV_TAIWAN(EN).pdfCLV_TAIWAN(EN).pdf
CLV_TAIWAN(EN).pdf
 
Digiral Store Assistant
Digiral Store AssistantDigiral Store Assistant
Digiral Store Assistant
 
Donor Acquisition: investing for success
Donor Acquisition: investing for success Donor Acquisition: investing for success
Donor Acquisition: investing for success
 
The_4_Sales_Reports_for_CEO
The_4_Sales_Reports_for_CEOThe_4_Sales_Reports_for_CEO
The_4_Sales_Reports_for_CEO
 
iMedia Agency Summit: Scottsdale, AZ, December 6, 2015
iMedia Agency Summit: Scottsdale, AZ, December 6, 2015iMedia Agency Summit: Scottsdale, AZ, December 6, 2015
iMedia Agency Summit: Scottsdale, AZ, December 6, 2015
 
C3 comp redesign 6-3-13 (2)
C3 comp redesign  6-3-13 (2)C3 comp redesign  6-3-13 (2)
C3 comp redesign 6-3-13 (2)
 
P'Kolino Case Study
P'Kolino Case StudyP'Kolino Case Study
P'Kolino Case Study
 
TREB Market Watch for May 2016
TREB Market Watch for May 2016TREB Market Watch for May 2016
TREB Market Watch for May 2016
 
Market Watch May 2016
Market Watch May 2016Market Watch May 2016
Market Watch May 2016
 
Email aquisition marketing
Email aquisition marketingEmail aquisition marketing
Email aquisition marketing
 
Measure what Matters - Outcomes
Measure what Matters - OutcomesMeasure what Matters - Outcomes
Measure what Matters - Outcomes
 
Board Preview: What's Next for Director Compensation
Board Preview: What's Next for Director CompensationBoard Preview: What's Next for Director Compensation
Board Preview: What's Next for Director Compensation
 
Market Watch TORONTO 2015 OCTOBER
Market Watch TORONTO 2015 OCTOBERMarket Watch TORONTO 2015 OCTOBER
Market Watch TORONTO 2015 OCTOBER
 
Legacy KPIs & Dashboard w/ Ligia Pena (Worksheet)
Legacy KPIs & Dashboard w/ Ligia Pena (Worksheet)Legacy KPIs & Dashboard w/ Ligia Pena (Worksheet)
Legacy KPIs & Dashboard w/ Ligia Pena (Worksheet)
 

Recently uploaded

Enhancing SaaS Performance: A Hands-on Workshop for Partners
Enhancing SaaS Performance: A Hands-on Workshop for PartnersEnhancing SaaS Performance: A Hands-on Workshop for Partners
Enhancing SaaS Performance: A Hands-on Workshop for PartnersThousandEyes
 
Breaking Barriers & Leveraging the Latest Developments in AI Technology
Breaking Barriers & Leveraging the Latest Developments in AI TechnologyBreaking Barriers & Leveraging the Latest Developments in AI Technology
Breaking Barriers & Leveraging the Latest Developments in AI TechnologySafe Software
 
2024 February Patch Tuesday
2024 February Patch Tuesday2024 February Patch Tuesday
2024 February Patch TuesdayIvanti
 
Q1 Memory Fabric Forum: Advantages of Optical CXL​ for Disaggregated Compute ...
Q1 Memory Fabric Forum: Advantages of Optical CXL​ for Disaggregated Compute ...Q1 Memory Fabric Forum: Advantages of Optical CXL​ for Disaggregated Compute ...
Q1 Memory Fabric Forum: Advantages of Optical CXL​ for Disaggregated Compute ...Memory Fabric Forum
 
Manual Eurotronic Thermostatic Valve Comry Z-Wave
Manual Eurotronic Thermostatic Valve Comry Z-WaveManual Eurotronic Thermostatic Valve Comry Z-Wave
Manual Eurotronic Thermostatic Valve Comry Z-WaveDomotica daVinci
 
"Journey of Aspiration: Unveiling the Path to Becoming a Technocrat and Entre...
"Journey of Aspiration: Unveiling the Path to Becoming a Technocrat and Entre..."Journey of Aspiration: Unveiling the Path to Becoming a Technocrat and Entre...
"Journey of Aspiration: Unveiling the Path to Becoming a Technocrat and Entre...shaiyuvasv
 
Zi-Stick UBS Dongle ZIgbee from Aeotec manual
Zi-Stick UBS Dongle ZIgbee from  Aeotec manualZi-Stick UBS Dongle ZIgbee from  Aeotec manual
Zi-Stick UBS Dongle ZIgbee from Aeotec manualDomotica daVinci
 
Journey of Television in World & in India
Journey of Television in World & in IndiaJourney of Television in World & in India
Journey of Television in World & in IndiaAdarshAgarwal66
 
AUGMENTED REALITY (AR) IN DAILY LIFE: EXPANDING BEYOND GAMING
AUGMENTED REALITY (AR) IN DAILY LIFE: EXPANDING BEYOND GAMINGAUGMENTED REALITY (AR) IN DAILY LIFE: EXPANDING BEYOND GAMING
AUGMENTED REALITY (AR) IN DAILY LIFE: EXPANDING BEYOND GAMINGLiveplex
 
M.Aathiraju Self Intro.docx-AD21001_____
M.Aathiraju Self Intro.docx-AD21001_____M.Aathiraju Self Intro.docx-AD21001_____
M.Aathiraju Self Intro.docx-AD21001_____Aathiraju
 
My sample product research idea for you!
My sample product research idea for you!My sample product research idea for you!
My sample product research idea for you!KivenRaySarsaba
 
21ST CENTURY LITERACY FROM TRADITIONAL TO MODERN
21ST CENTURY LITERACY FROM TRADITIONAL TO MODERN21ST CENTURY LITERACY FROM TRADITIONAL TO MODERN
21ST CENTURY LITERACY FROM TRADITIONAL TO MODERNRonnelBaroc
 
Dynamical systems simulation in Python for science and engineering
Dynamical systems simulation in Python for science and engineeringDynamical systems simulation in Python for science and engineering
Dynamical systems simulation in Python for science and engineeringMassimo Talia
 
H3 Platform CXL Solution_Memory Fabric Forum.pptx
H3 Platform CXL Solution_Memory Fabric Forum.pptxH3 Platform CXL Solution_Memory Fabric Forum.pptx
H3 Platform CXL Solution_Memory Fabric Forum.pptxMemory Fabric Forum
 
Unlocking the Cloud's True Potential: Why Multitenancy Is The Key?
Unlocking the Cloud's True Potential: Why Multitenancy Is The Key?Unlocking the Cloud's True Potential: Why Multitenancy Is The Key?
Unlocking the Cloud's True Potential: Why Multitenancy Is The Key?GleecusTechlabs1
 
Microsoft Azure News - Feb 2024
Microsoft Azure News - Feb 2024Microsoft Azure News - Feb 2024
Microsoft Azure News - Feb 2024Daniel Toomey
 
Artificial-Intelligence-in-Marketing-Data.pdf
Artificial-Intelligence-in-Marketing-Data.pdfArtificial-Intelligence-in-Marketing-Data.pdf
Artificial-Intelligence-in-Marketing-Data.pdfIsidro Navarro
 
From eSIMs to iSIMs: It’s Inside the Manufacturing
From eSIMs to iSIMs: It’s Inside the ManufacturingFrom eSIMs to iSIMs: It’s Inside the Manufacturing
From eSIMs to iSIMs: It’s Inside the ManufacturingSoracom Global, Inc.
 
Introduction to Serverless with AWS Lambda in C#.pptx
Introduction to Serverless with AWS Lambda in C#.pptxIntroduction to Serverless with AWS Lambda in C#.pptx
Introduction to Serverless with AWS Lambda in C#.pptxBrandon Minnick, MBA
 

Recently uploaded (20)

Enhancing SaaS Performance: A Hands-on Workshop for Partners
Enhancing SaaS Performance: A Hands-on Workshop for PartnersEnhancing SaaS Performance: A Hands-on Workshop for Partners
Enhancing SaaS Performance: A Hands-on Workshop for Partners
 
Breaking Barriers & Leveraging the Latest Developments in AI Technology
Breaking Barriers & Leveraging the Latest Developments in AI TechnologyBreaking Barriers & Leveraging the Latest Developments in AI Technology
Breaking Barriers & Leveraging the Latest Developments in AI Technology
 
2024 February Patch Tuesday
2024 February Patch Tuesday2024 February Patch Tuesday
2024 February Patch Tuesday
 
Q1 Memory Fabric Forum: Advantages of Optical CXL​ for Disaggregated Compute ...
Q1 Memory Fabric Forum: Advantages of Optical CXL​ for Disaggregated Compute ...Q1 Memory Fabric Forum: Advantages of Optical CXL​ for Disaggregated Compute ...
Q1 Memory Fabric Forum: Advantages of Optical CXL​ for Disaggregated Compute ...
 
Manual Eurotronic Thermostatic Valve Comry Z-Wave
Manual Eurotronic Thermostatic Valve Comry Z-WaveManual Eurotronic Thermostatic Valve Comry Z-Wave
Manual Eurotronic Thermostatic Valve Comry Z-Wave
 
"Journey of Aspiration: Unveiling the Path to Becoming a Technocrat and Entre...
"Journey of Aspiration: Unveiling the Path to Becoming a Technocrat and Entre..."Journey of Aspiration: Unveiling the Path to Becoming a Technocrat and Entre...
"Journey of Aspiration: Unveiling the Path to Becoming a Technocrat and Entre...
 
Zi-Stick UBS Dongle ZIgbee from Aeotec manual
Zi-Stick UBS Dongle ZIgbee from  Aeotec manualZi-Stick UBS Dongle ZIgbee from  Aeotec manual
Zi-Stick UBS Dongle ZIgbee from Aeotec manual
 
Journey of Television in World & in India
Journey of Television in World & in IndiaJourney of Television in World & in India
Journey of Television in World & in India
 
5 Tech Trend to Notice in ESG Landscape- 47Billion
5 Tech Trend to Notice in ESG Landscape- 47Billion5 Tech Trend to Notice in ESG Landscape- 47Billion
5 Tech Trend to Notice in ESG Landscape- 47Billion
 
AUGMENTED REALITY (AR) IN DAILY LIFE: EXPANDING BEYOND GAMING
AUGMENTED REALITY (AR) IN DAILY LIFE: EXPANDING BEYOND GAMINGAUGMENTED REALITY (AR) IN DAILY LIFE: EXPANDING BEYOND GAMING
AUGMENTED REALITY (AR) IN DAILY LIFE: EXPANDING BEYOND GAMING
 
M.Aathiraju Self Intro.docx-AD21001_____
M.Aathiraju Self Intro.docx-AD21001_____M.Aathiraju Self Intro.docx-AD21001_____
M.Aathiraju Self Intro.docx-AD21001_____
 
My sample product research idea for you!
My sample product research idea for you!My sample product research idea for you!
My sample product research idea for you!
 
21ST CENTURY LITERACY FROM TRADITIONAL TO MODERN
21ST CENTURY LITERACY FROM TRADITIONAL TO MODERN21ST CENTURY LITERACY FROM TRADITIONAL TO MODERN
21ST CENTURY LITERACY FROM TRADITIONAL TO MODERN
 
Dynamical systems simulation in Python for science and engineering
Dynamical systems simulation in Python for science and engineeringDynamical systems simulation in Python for science and engineering
Dynamical systems simulation in Python for science and engineering
 
H3 Platform CXL Solution_Memory Fabric Forum.pptx
H3 Platform CXL Solution_Memory Fabric Forum.pptxH3 Platform CXL Solution_Memory Fabric Forum.pptx
H3 Platform CXL Solution_Memory Fabric Forum.pptx
 
Unlocking the Cloud's True Potential: Why Multitenancy Is The Key?
Unlocking the Cloud's True Potential: Why Multitenancy Is The Key?Unlocking the Cloud's True Potential: Why Multitenancy Is The Key?
Unlocking the Cloud's True Potential: Why Multitenancy Is The Key?
 
Microsoft Azure News - Feb 2024
Microsoft Azure News - Feb 2024Microsoft Azure News - Feb 2024
Microsoft Azure News - Feb 2024
 
Artificial-Intelligence-in-Marketing-Data.pdf
Artificial-Intelligence-in-Marketing-Data.pdfArtificial-Intelligence-in-Marketing-Data.pdf
Artificial-Intelligence-in-Marketing-Data.pdf
 
From eSIMs to iSIMs: It’s Inside the Manufacturing
From eSIMs to iSIMs: It’s Inside the ManufacturingFrom eSIMs to iSIMs: It’s Inside the Manufacturing
From eSIMs to iSIMs: It’s Inside the Manufacturing
 
Introduction to Serverless with AWS Lambda in C#.pptx
Introduction to Serverless with AWS Lambda in C#.pptxIntroduction to Serverless with AWS Lambda in C#.pptx
Introduction to Serverless with AWS Lambda in C#.pptx
 

Fitbit Go-To Market Plan

  • 4. Go To Market Objectives
  • 5. Target Audience ● Owns a Fitbit wearable and a smartphone ● Value conscious but has expendable income ● Is comfortable with technology but not necessarily an expert ● Uses social media frequently ● More comfortable buying from well-known companies ● Lives in North America ● 30+ Persona: Chris ● Has a desk job ● Earns 100K+ per year ● Willing to pay for a product that received good reviews on improving health habits ● Uses a smartphone and often visits social sites to post comments and images ● Wants to work out more regularly ● Is 34 and lives in the U.S.
  • 6. “Get More With Fitbit” - Campaign Flow Use both paid and owned channels to target current FitBit users w/o paid subscription. Display Ads (Retargeting) Premium Subscription Landing Page 30 Day Free Trial Paid Subscription ($49 annual) Paid Push Notification Owned (Little or No Additional Cost) Newsletter and Announcements (email) Display Ads (FitBit.com) Social Channels Device Box Inserts
  • 7. Direct Marketing Conversion No commitment 30 day free trial will result in high conversion to trial. Premium Subscription Landing Page 30 Day Free Trial Paid Subscription ($49 annual) Paid Click Thru Rate: 0.8% Conversion: 30.0% Conversion: 5.0% No commitment Opt in ● Impressions per paid: 8,333 ● Impressions per trial: 417 ● Using CPM rate of $5.00 o Cost per conversion: $41.67 (max is $56.49) o Cost per trial: $2.08 (max is $2.82) ● Max = 50% of 3 year subscription ● We will monitor conversion to trial rates and adjust CPM buys to stay below maximum. Display Ads (Retargeting)
  • 8. Model Details ● Optimizing spend with use of owned channels ● Using retargeting techniques to focus on device owners o Retargeting spend tied to device sales ● Increase awareness with retail fixture and box inserts ● Seasonal adjustments ● Compounding effect of renewals
  • 9. Projections Q4 2014 2015 2016 Devices Sold (Million Units) 2.5 13 33 New Subscriptions (Owned Channels) 125,338 811,552 2,013,380 Total New Subscriptions 132,161 846,701 2,100,775 Subscription Revenue $6.61M $46.95M $138.35M Marketing Cost $5.55M $7.79M $11.77M
  • 10. ● Fitbit Smart Coach will increase revenue and brand awareness ● Target market is current Fitbit users ● Overall Marketing ask: $25 million o - First quarter marketing ask: $5 million ● Estimate revenue: $192 million Summary
  • 12. Paid Marketing: Maximum Acquisition Cost Allow higher acquisition costs since majority of new subs will be from owned channels and subscription also benefit hardware sales ● Maximum acquisition cost is 50% of lifetime value = $56.49 o 50% of 3 years of subscription ($110.74) o Y1 ($49.99) + Y2 ($34.99 - 70%) + Y3 ($27.99 - 80%) = $112.98 ● Premium subscriptions brings additional value o Differentiates Fitbit and Increases perceived value of band o User with premium have higher loyalty (plus years of data) ● Risk of higher cancellation rate: Address with on-line pre-expiration campaigns to increase engagement before renewal
  • 13. Sensitivity Analysis: Cost per Trial CPM Impressions per Trial (IPT) 400 500 600 700 800 900 1000 1100 1200 $2.50 $1.00 $1.25 $1.50 $1.75 $2.00 $2.25 $2.50 $2.75 $3.00 $2.75 $1.10 $1.38 $1.65 $1.93 $2.20 $2.48 $2.75 $3.03 $3.30 $3.00 $1.20 $1.50 $1.80 $2.10 $2.40 $2.70 $3.00 $3.30 $3.60 $3.25 $1.30 $1.63 $1.95 $2.28 $2.60 $2.93 $3.25 $3.58 $3.90 $3.50 $1.40 $1.75 $2.10 $2.45 $2.80 $3.15 $3.50 $3.85 $4.20 $3.75 $1.50 $1.88 $2.25 $2.63 $3.00 $3.38 $3.75 $4.13 $4.50 $4.00 $1.60 $2.00 $2.40 $2.80 $3.20 $3.60 $4.00 $4.40 $4.80 $4.25 $1.70 $2.13 $2.55 $2.98 $3.40 $3.83 $4.25 $4.68 $5.10 $4.50 $1.80 $2.25 $2.70 $3.15 $3.60 $4.05 $4.50 $4.95 $5.40 $4.75 $1.90 $2.38 $2.85 $3.33 $3.80 $4.28 $4.75 $5.23 $5.70 $5.00 $2.00 $2.50 $3.00 $3.50 $4.00 $4.50 $5.00 $5.50 $6.00 $5.25 $2.10 $2.63 $3.15 $3.68 $4.20 $4.73 $5.25 $5.78 $6.30 $5.50 $2.20 $2.75 $3.30 $3.85 $4.40 $4.95 $5.50 $6.05 $6.60 $5.75 $2.30 $2.88 $3.45 $4.03 $4.60 $5.18 $5.75 $6.33 $6.90 $6.00 $2.40 $3.00 $3.60 $4.20 $4.80 $5.40 $6.00 $6.60 $7.20 $6.25 $2.50 $3.13 $3.75 $4.38 $5.00 $5.63 $6.25 $6.88 $7.50 $6.50 $2.60 $3.25 $3.90 $4.55 $5.20 $5.85 $6.50 $7.15 $7.80 $6.75 $2.70 $3.38 $4.05 $4.73 $5.40 $6.08 $6.75 $7.43 $8.10 $7.00 $2.80 $3.50 $4.20 $4.90 $5.60 $6.30 $7.00 $7.70 $8.40 $7.25 $2.90 $3.63 $4.35 $5.08 $5.80 $6.53 $7.25 $7.98 $8.70 Will adjust CPM based on IPT to keep costs per trial below $2.82 (expect $2.08)
  • 14. Box Inserts - Quarterly Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016 New Devices 2,500,000 3,375,000 1,875,000 1,875,000 6,250,000 8,437,500 4,687,500 4,687,500 15,625,000 Trials 750,000 1,012,500 562,500 562,500 1,875,000 2,531,250 1,406,250 1,406,250 4,687,500 Subscriptions 37,500 50,625 28,125 28,125 93,750 126,563 70,313 70,313 234,375 Revenue $1,874,625 $2,530,744 $1,405,969 $1,405,969 $4,686,563 $6,326,859 $3,514,922 $3,514,922 $11,716,406 Box Insert Cost $225,000 $303,750 $168,750 $168,750 $562,500 $759,375 $421,875 $421,875 $1,406,250 30% trial rate, 5% conversion rate
  • 15. Email Newsletter - Quarterly Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016 Opens 2,711,059 2,888,681 2,051,732 2,172,912 6,638,951 7,125,761 5,063,271 5,375,226 16,490,654 Clicks 94,887 101,104 71,811 76,052 232,363 249,402 177,214 188,133 577,173 Trials 28,466 30,331 21,543 22,816 69,709 74,820 53,164 56,440 173,152 New Subscriptions 1,423 1,517 1,077 1,141 3,485 3,741 2,658 2,822 8,658 Revenue $71,151 $75,813 $53,847 $57,028 $174,238 $187,014 $132,884 $141,071 $432,793 Subscription Rate (Opt Out) 50% Trial Rate 30% Open Rate 24% Trial Conversion Rate 5% Click Rate 3.50%
  • 16. Push Notifications - Quarterly Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016 Opened Notifications 2.8M 4M 4.2M 4.5M 6.9M 9.9M 10.6M 11.2M 17.2M Trials 847,206 1,203,617 1,282,333 1,358,070 2,074,672 2,969,067 3,164,544 3,359,516 5,153,329 New Subscriptions 42,360 60,181 64,117 67,903 103,734 148,453 158,227 167,976 257,666 Revenue $2.1M $3.0M $3.2M $3.4M $5.2M $7.4M $7.9M $8.4M $12.9M 50% of customers open a notification, 30% trial rate once open, 5% trial conversion rate
  • 17. Fitbit.com Display Ads - Quarterly Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016 Addressable Users 5.65M 8.02M 8.55M 9.05M 13.83M 19.79M 21.10M 22.40M 34.36M Impressions 147M 209M 222m 235M 360M 515M 549M 582M 893M Click Throughs 2.94M 4.17M 4.45M 4.71M 7.19M 10.29M 10.97M 11.65M 17.86M Trials 881,094 1,251,762 1,333,626 1,412,393 2,157,659 3,087,830 3,291,126 3,493,897 5,359,462 New Subscriptions 44,055 62,588 66,681 70,620 107,883 154,391 164,556 174,695 267,973 Revenue $2.20M $3.13M $3.33M $3.53M $5.39M $7.72M $8.23M $8.73M $13.40M Visits per week per device 2 CTR on Display Ads 2% Display Ad Trial Rate 30% Trial Conversion Rate 5%
  • 18. Retargeting - Quarterly Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016 Imp.s/ Customer 10 10 5 3 10 10 5 3 10 Max Spend $284,296 $407,814 $218,340 $138,286 $700,113 $1,010,597 $542,091 $343,818 $1,744,968 New Subs 6,823 9,788 5,240 3,319 16,803 24,254 13,010 8,252 41,879 Revenue $341,087 $489,279 $261,955 $165,910 $839,967 $1,212,474 $650,380 $412,499 $2,093,543 CPM 5 Conversion Rate 5% CTR 0.80% Cost Per Conversion $41.67 Trial rate 30%
  • 19. Costs - Quarterly Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016 Retail Fixture Costs $5,020,000 $5,020,000 $5,020,000 Creative Costs $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 Box Insert Cost $225,000 $303,750 $168,750 $168,750 $562,500 $759,375 $421,875 $421,875 $1,406,250 Retargeting $284,296 $407,814 $218,340 $138,286 $700,113 $1,010,597 $542,091 $343,818 $1,744,968 Total New Subscribers 132,161 184,698 165,240 171,108 325,655 457,403 408,764 424,057 810,551 Renewals - - - - 92,513 129,289 115,668 119,775 301,969 Total Subscriptions 132,161 184,698 165,240 171,108 418,168 586,691 524,433 543,832 1,112,520 Subscription Revenue (Millions) $6.61 $9.23 $8.26 $8.55 $20.90 $29.33 $26.22 $27.19 $55.61 Marketing Ask (Millions) $5.55 $0.74 $0.41 $0.33 $6.31 $1.79 $0.99 $0.79 $8.20

Editor's Notes

  1. Our target audience actually stays very similar to the Fall quarter’s; men and women who own smartphones, earn high enough income, focus on value, have enough exposure to technology and feel comfortable using it and see some credibility in well-known companies. We’ve added “Fitbit wearable owners” at the top to emphasize the importance of owning a Fitbit wearable to use our new premium services. Geographically, we have most of our customers in North America. And age-wise, they are old enough to have established their careers. We named our persona Chris as we are targeting both men and women. Chris is 34 and has a high paying job. But the job requires them to sit at their desk all day and the hours are long as well. They bought a Fitbit wearable because they wanted to monitor what they eat and have a visual feedback on how much they move during the day. The problem is they are tired every day after work and just want to sit on the couch and use social sites on their smartphone. They are motivated to do something every 3 days, every other day or even everyday, so they are hoping someone could give them advice as to what they can do on weekends and week nights separately so they can keep themselves more active.
  2. - We are bringing an innovative industry first solution - Fitbit Smart Coach which will increase Fitbit Premium subscription customers. - The team is optimizing marketing spend across the owned and paid channels with the goal of increasing subscription revenue and brand awareness. - Our paid advertising is targeting the current Fitbit users and therefore our costs are manageable. - Our first quarter ask of _5__ million will lead to an estimate revenue of _7__ million. - Our overall ask of ___25___ million will lead to an estimate revenue of ___ 192___ million from premium subscriptions. We believe this is a realistic ask because we will always be targeting a known user base based on previous quarter device sales and safe assumptions.
  3. Notes