This is a project presentation from Treford Bootcamp

1. FITFAM
MARKETING
REPORT
TEAM OMEGA PRESENTATION

2. Content
Background
Product Description
Target Audience
Data Analysis
Problems
PLG Strategies
Conclusion
Our Team

3. FitFam is an all-in-one powered fitness app that caters to
men and women at whatever phase they are in their
fitness journey. Developed and launched in January 2019,
FitFam has grown across 5 different countries in Africa
with plans to expand beyond Africa in Q1, 2024.
In line with the expansion plans are also plans to evolve
the current app features to cater to more people delivering
affordable fitness solutions allowing more customers to
SWEAT, BREATHE and THRIVE.
BACKGROUND

4. Product Offerings
On-demand, workouts at
your own pace for weight
loss, weight gain, muscle
building, heart health, etc
SWEAT
Stay centred and in tune
with yourself;
meditations, sleep, and
rest timers.
BREATHE
Customized meal plans
for weight loss and
weight gain and a
community to keep you
accountable.
THRIVE

5. Age: 18-45
Gender: Male and Female
Occupation: Varied
SEC: A1 - C3
Location: Nigeria, Ghana, Kenya, Uganda, and South
Africa
"I love to
exercise. I want
to lose weight,
build muscle
and boost my
heart health."
Team Fitfam
""I want to look
good and feel
sexy."
Team Summer Body
"I am training for
the annual
marathon!"
Team Athletic
Target Audience
Demography
The target audience for FitFam is the health-conscious and
fitness-minded.
They are interested in living a healthy lifestyle and they are
willing to invest in their fitness.
They are motivated and goal-oriented.
They are social and they enjoy working either by themselves or
with others.
Psychography

6. Amina is a young, ambitious software engineer who is
passionate about fitness. She works long hours and
struggles to make time for a workout. She enjoys working
out at home, but she also likes to try new fitness classes.
She is looking for a fitness app that is affordable,
convenient, and easy to use. She wants an app that will
help her stay motivated and track her progress.
To lose weight and get in shape.
To make fitness a part of her lifestyle.
To improve her overall health and
fitness.
GOALS
Driven and ambitious
Positive and optimistic
Social
PERSONALITY
Amina is motivated by her desire to be healthy and fit.
She desires to feel confident and attractive.
She is driven by her desire to challenge herself.
MOTIVATIONS
Finding the time to work out.
She doesn't see results from
her workouts.
FRUSTRATIONS
Age: 24
Occupation: Software Engineer
Location: Lagos, Nigeria
Income Range: $50,000
Amina
Marathons
Cooking
Reading
INTERESTS
User Persona

7. Identify the
problems/shortcomings,
Set goals against which
future performances will be
measured.
Provide a clear path strategy as to
how to solve the problem at hand
and drive growth
A REVIEW OF FITAFAM'S USER EXPERIENCE & GROWTH
FROM JANUARY 2019 - JANUARY 2021
Data Analysis Objectives

8. Uninstall rate peaked in March 2020 at 2505% with
41,011 uninstalls.
Install vs Uninstall Rate
Install rate peaked in January 2020 at 528% with total of
68,275 installs
DATA INTERPRETATION: FitFam recorded its highest number of installs from January 2020, until the
sharp decline in March 2020 as seen in the uninstalls chart, with the highest number of uninstalls so far.
Further probing in the next slides would reveal shortcomings and provide solutions.

9. Cost vs Install & Uninstall Rate
Cost to acquire customers remained at the same N3.7M -
N4.5M
DATA INTERPRETATION: There was little to no change in the Cost of acquisition, showing that cost did
not directly affect the uninstall rate.
The Average CPI per day is N78 which gains an average of
1976 installs/day.

10. Install rates (user acquisition) were hovering around 550 - 600
% month on month.
Uninstall rate was also hovering around 200% uninstall rate
month on month.
This indicates that rate of growth was flat for the two years.
Lack of innovation or innovation tactics were ineffective.
There was a sharp decrease in the install rate in March 2020,
(25695%)
There was also a peak in the uninstall rate in the same month.
Drop in interest due to withering of initial motivation caused
by new year syndrome
This is due to the impact of the Covid Lockdown. A lot of
people lost their jobs and customers became wary of
subscriptions.
From user surveys, it was discovered that the app consumes
too much storage and this caused people to uninstall.
Problems

11. Solution/Strategies
Push Notifications and In-app messaging to drive
communication of the product features that would directly
impact the growth
To counter the uninstall rate, we leveraged emails for deep
linking into the app to carry out certain actions as people would
not uninstall apps they use frequently
To tackle the uninstalls directly impacted by the job loss,
communication targeted at product features on mental health
was leveraged as well as special offers for individuals affected
by the layoffs.
We gamified the process to increase usage
We had the developers reduce the space consumption by
finding innovative ways to reduce the app size.

12. With the industry benchmark at 45%, FitFam's avg
registration rate is currently at 29%
Install to Registration Rate
We see the huge drop-off rate from install to registration and
explore barriers of registering for users.
DATA INTERPRETATION: There's a huge drop off rate from installation to registration and only 29% of
customers who install the app successfully register.

13. With the industry benchmark of CPI for apps in the EMEA
region is $1.03, and FitFam's current avg CPI at N78 ($0.17).
Install to Registration Rate
DATA INTERPRETATION: FitFam's current CPR is at N342, which is currently over 4x the current CPI at
N78,

14. Problems
With the industry benchmark at 45%, FitFam's avg
registration rate is currently at 29%
There is a huge drop-off rate from installation to registration
Some of the barriers to registering for users include:
User time to value/User onboarding is too long.
Poor UI design.
Asking customers to add a card before the free trial ends.
Call to Action on registration is weak
1.
2.
3.
4.

15. Solution/Strategies
Reduce onboarding screens and make registration straight
to the point.
Improve UI design
Allow users to add their card when the free trial expires.
Propose a freemium plan where users can access only
limited features and FOMO to pay for a Standard or Pro
Plan.
Include testimonials on registration pages to encourage
more people to register. The testimonial could be in text or
before and after grid photos of users.
A/B test CTA links in the app
The business should utilise the opportunity of low CPI (1/4
of current CPR) to increase the install-registration rate.

16. January has the highest engagement as its typically referred to
as the "January Gym Rush" in the fitness industry,
Fridays have the highest user daily engagement,
followed by Wednesdays
User Engagement
DATA INTERPRETATION: There's a huge opportunity for FitFam to leverage Januarys to drive sales and
close yearly membership payments during the January Gym Rush. FitFam can also explore most active
days to drive user stickiness.

17. DAU/WAU for April, 2020 - 22.35%
DAU/MAU for April 2020 - 6.02%
WAU/MAU for April, 2020 - 25.45%
DATA INTERPRETATION: Based on the DAU/MAU ratio of 6.01%,
user stickiness is very low as opposed to the industry benchmark of
20%

18. Problems
User stickiness is very low.
DAU/WAU ratio of 22%
DAU/MAU ratio of 6% vs 20% industry standard.
WAU/MAU ratio of 25%
All of the above directly impacts retention in the long run.
January Gym Rush effect was not felt in 2020. (Dec 2019 vs.
Dec 2020 declined despite similar spending).
This could be attributed to ineffective campaigns from 2019
to 2020 new year.
Customer drop-off of almost 50% from Jan rush to
February. This indicates that the retention strategy needs to
be worked upon.

19. Solution/Strategies
Gamification - Improve app exercise appeal to increase user engagement with
the App.
Improve user experience/offerings- Users select their fitness goals to get tailored
activities and messaging to help achieve their goals.
Tailor motivational push notifications to encourage App recall and return to the
App.
Weekly activity reports inspiring users to achieve more
Introduce a Streak Challenge
Target reminders and offerings to users during the Dec/Jan to decrease the
Jan/Feb drop-off rate.
An e-commerce store for gym products and wears in the app so people can order
more products from our app
Users can accumulate points on the app based on how much they use it per day.
These points can then be converted into naira to be used as discounts on the e-
commerce section of the app.
Stickiness:
Retention:
Others:

20. It was in 2020, Fitfam experienced it longest subscribers with subscriptions
for 37 - 42 months with the highest AOV/month at $15,045.54 in December
2020 and the lowest at $2,758.78 in April 2019.
Standard Plan was the most paid for month on month
with the exception of Jan 2019, Sep 2019 and Aug
2020.
Average Order Value/Month
DATA INTERPRETATION: FitFam experience a shift in subscription increase with more users subscribing
for up to 3.5 years worth of membership.

21. Total revenue from January 2019 to January 2021 is $1,016,662.32 with
October 2020 as the highest performing month with $74,081.35.
Standard Plan was the best performing product.
Revenue (MoM) & Best Performing Product

22. Revenue per Channel & Country, Organic search had the lowest revenue in
the channel category while Google Ads performed best.
The best-performing country is Uganda with a total
revenue of $212,252.64 and Kenya as the lowest
performing country with $194,033.73
Revenue per Channel & Country
DATA INTERPRETATION: Going forward, FitFam can categorize winning channels per country to
increase revenue i.e In SA , we can increase Google Ads investment.

23. $49.5
CAC
$29.8
AOV
Total Cost /Total Number of Users
N107,234,417 / 4712
= N22,757 ($49.5)
Total Revenue /Total Number of orders
$1,016, 662.32 / 34122
= $29.8
DATA INTERPRETATION: Our client base only
generates 59% of our revenue, with a 41% loss gap
in cost spent on advertising. On average, a customer
pays for 1 year.
How do we improve the AOV and keep our CAC
low?
CAC vs AOV

24. Problems
High Customer acquisition cost vs average order
value per user (revenue).
This is due to (i) High uninstall rate, (ii) High install-
registration rate that wasn't going down.
The average User Lifetime value of 1 year which
equals extra revenue loss.
Customer drop-off of almost 50% from Jan to
February. Retention strategy needs to be worked
upon.

25. Solution/Strategies
Expand the user base by offering a free plan that could offer
ARS (an additional revenue stream)
Introduce a referral strategy that can improve our revenue
Explore exclusive physical training for Pro Plan members.
Upsell more Standard users into Pro to improve revenue
generation. (47.4% of current users are using Pro.)
Explore the option of bundling prices into longer-term plans (e.g.
3 years) to increase customer membership period. This increases
the customer's lifetime value
Intensify SEO activities to drive more revenue at a cheaper cost
(especially in Uganda).
Introduce 1 on 1 Fitness instructors that would appeal to more
people to subscribe to the plans as it would be more cost-
effective than paying an instructor in a gym
Start a community training platform using FOMO tactics to
pique the interests of non-participants

26. Meet the FitFam
Meet the FitFam
Superheroes
Superheroes

27. Contact
hello@fitfamapp.com