1. The document provides a go-to-market strategy for acquiring, activating, and retaining early adopters of a new product launching in January 2019. It includes insights into potential Australian users and recommendations for website changes. 2. The strategy aims to build early awareness, validate assumptions about the market, and create a case study. The recommendations suggest acquiring early adopters through online communities and influencers before doing a soft launch with a freemium model to get feedback. 3. The document analyzes competitors in the mindfulness market and finds users appreciate features that make meditation accessible and help transition to a relaxed state. Insights into triggers and rituals Australian users engage in to reduce stress are also provided.

1. REACHING
EARLY
ADOPTERS
UX Strategy | Navigation Information Architecture
06 July 2018

2. Introductions
Maidy McDonald
Experience Designer | Technical Business Analyst
www.linkedin.com/in/maidy-claudette-mcdonald

3. Summary
> I am providing a go to market strategy to acquire, activate and retain early adopters
> In parallel, I have provided some insights on what Australian users would look like
> And, offered recommendations on website changes in relation to the go to market strategy
What?
Why?
What now?
> To build product awareness among early adopters in the lead up to January 2019
> To validate assumptions on platform delivery and market appetite in Australia
> To create a case study that highlights how the design thinking process was applied and what
lessons were learned
> The strategy and recommendations will provide foundational data for peacebeam to consider
and turn into actionable items in their planning leading up to their product launch

4. Source: marketing-insider.eu

5. EARLY ADOPTERS
“People who grab onto things first, they start trends and
they are influencers in their respective communities.”
-- Akamai Marketing

6. Acquiring early adopters

7. Activating and retaining early adopters
Source: https://www.kevin-indig.com/early-adopter-marketing-startups-get-first-users

8. Source: www.brainmates.com.au
Product Market Fit
> Launch MMP to an initial group of early adopters to quickly get real market feedback that can be used to improve product
> Change the product and/or change the market to achieve product market fit
> Achieving PMF is the inflection point from Introduction to Growth and it continues until the end of Maturity
Constant experimentation and validation

9. Website’s role
NOTES
1. Value proposition - users need to grasp the value in
milliseconds; what the product does and what value it brings
2. Call to action - tells users what to do on the landing page
3. Social proof - show people that others like your product, e.g.
testimonials, like button
4. Layout & design
5. Analytics solution ready and integrated
2
3
4
1
IMPORTANT: Websites play a passive role in acquiring adopters but play an important role in conversions

11. INSIGHTS
This section provides insights into the potential users and competition in the mindfulness market in
Australia. These insights are derived from common patterns and challenges identified through interviews
and independent research.

12. Key Findings
These insights are drawn from common patterns and challenges identified in 6 user interviews
❖ TRIGGERS. Stress or anxiety and sometimes depression is commonly rooted in task
overload, a lack of physical space and an emotional state
❖ DISPOSITION. Users engage in physical activity like breathing, exercising, walking,
selfcare, talking it out, making pottery to alleviate stress. Others choose to step back
and observe people and their surrounds or watch something on their devices
regardless if it’s all visual or audio-visual. The rest choose to disconnect by listening
to music or a podcast.

13. Key Findings
These insights are drawn from common patterns and challenges identified in 6 user interviews
❖ RITUALS. Users take their time to immerse themselves in sensory rituals like taking
a shower, having a bath, ASMR, or just silence in a quiet place of their choosing.
Others listen to mindfulness apps like smiling mind or headspace, ambience sounds
or any other audio that helps them transition to a relaxed state.
❖ Users schedule their time to refocus during the day or do it in the evenings where
they spend between 10 and 30 minutes to switch off.

14. Key Findings
These insights are drawn from common patterns and challenges identified in 6 user interviews
❖ Perception vs Practice. Users regard meditation as useful and good for them like
taking vitamins everyday. In practice, however, they haven’t figured out a way to
integrate it in their life.
❖ Engagement. Indirect channels include google, radio, local community via
partnerships. Direct channels include recommendations, social media, event
platforms, targeted workshops. Considerations for new users include the app being
free, it offers features that resonate with them, recommended by a trusted source

15. Key Findings
These insights are drawn from common patterns and challenges identified in 6 user interviews
❖ Users appreciate follow-up correspondences for engagements they have signed up
and attended because it makes them feel more connected
. . .

16. Competitor Analysis

17. Competitor Analysis
HEADSPACE
- Started in 2010 as an in-person
events company offering
everything related to meditation.
- In 2011, published the
Headspace book, the foreign
rights for which were sold to
India, China and Japan.
- In 2012, they launched their
subscription-based app as a result
of mobile device adoption for the
purpose of offering wellness to
everyone, anytime, anywhere.
$7.75 - $20.19 AUD per month
enables access to new daily
meditation delivered to the user
everyday.
Offers a free basics pack which
users can access and use as long
as they want.
Users like the app because it’s
great at creating a distinction
between them and their thoughts,
and helps to put oneself into
context.
Followers:
- 384K on instagram
- 532.9K on facebook

18. Competitor Analysis
SMILING MIND
- Started in 2015 as an
educational program with support
from the Victoria Premier and
Cabinet, Department of Education
and Early Childhood Development,
and Young and Well Cooperative
Research Centre
- 100% non-profit that offers
mindfulness for schools, in
workplaces and directly to
individuals through their web and
app-based application.
No subscription Users find the app
non-discriminating in any way
and open for everyone. Users go
back to it from time to time when
they feel they needed some
guidance or structure with their
meditation practice.
Followers:
- 40.2K on instagram
- 92.4K on facebook

19. Competitor Analysis
THE MINDFUL KIND
- Creator and host Rachael Kable
started podcasting and vlogging
in 2015.
- The mindful kind is available on
various podcast platforms
including stitcher, youtube,
pinterest and spotify.
$5 AUD per month
enables access to Q&A exclusive
Facebook group that includes:
fortnightly live Q&A videos,
personal mentoring, 6 bonus
episodes of the podcast,
community support
Otherwise, podcasts and video
blogs are free.
Users like the feeling of getting
advice from a friend. They feel
inspired and supported with the
answers they receive in Q&A.
Followers:
- 5.5K on instagram
- 1.9K on facebook

20. RECOMMENDATIONS

21. Recommendations
Onboard Plan Soft Launch
> Become a power user in online communities
> Leverage groups, hashtags and influencers on social media to obtain
qualitative research
> Blogging on your site and other sites
> Direct correspondence with close and distant network
> Speaking, hosting meetups and creating decks for slideshare, etc
> Sending product to influencers
> Directly visiting potential users
> Optimising and testing site and landing page
Source: https://www.kevin-indig.com/early-adopter-marketing-startups-get-first-users

22. Recommendations
Onboard Plan Soft Launch
> Find platform of choice to launch product, i.e. ProductHunt.com
> Find right subreddits for your market and become part of their community
as well, i.e. Startups
> Plan a “launch week”
> Mobilise “call to arms”
> Customise your landing page for the soft launch
Source: https://www.kevin-indig.com/early-adopter-marketing-startups-get-first-users

23. Recommendations
Onboard Plan Soft Launch
> Release a free version of your product, i.e. freemium model to early adopters
> Respond to comments and mentions on social media, re-post, engage
and answer questions
> Pay attention to feedback
> Iterate based on feedback
Source: https://www.kevin-indig.com/early-adopter-marketing-startups-get-first-users

24. References
● https://foundr.com/andy-puddicombe
● https://www.telegraph.co.uk/men/the-filter/11154773/Man-behind-meditation-app-goes-from-monk-to-millionaire.html
● https://static1.squarespace.com/static/5a2f40a41f318d38ccf0c819/t/5a8e1e78e4966bbc8ab648ff/1519263376896/research-project-report.pdf
● http://akamai-marketing.com/wordpress/5-often-untapped-strategies-of-early-adopter-marketing
● http://adage.com/images/bin/pdf/shiny_new_things.pdf
● http://startitup.co/guides/373/soft-launch-get-early-adopters
● http://startitup.co/guides/517/other-early-adopter-tools
● https://medium.com/precoil/how-do-i-find-my-early-adopters-47de74789d9a
● https://medium.com/@kapilkanugo/did-you-know-there-are-5-types-of-early-adopters-for-your-startup-56609a6d78cd
● https://www.kevin-indig.com/early-adopter-marketing-startups-get-first-users
● https://www.brainmates.com.au
● https://moz.com/blog/content-strategy-template
● Book: Crossing the Chasm, Geoffrey Moore
● Book: Product Roadmaps Relaunched, Lombardo, Connors & McCarthy
● Book: What Customers Want, Anthony Ulwick