Vybe is a mobile app focused on improving mental health in India, offering resources like guided meditations and workshops to combat stigma and promote self-care. The app targets the high rates of depression and anxiety, with a freemium revenue model that includes subscriptions for premium features. Marketing strategies involve partnerships with influencers and NGOs, utilizing both online and offline promotional methods.

1. Introducing
Vybe
2023
Event Code - C5068

2. Executive Summary
Competitor Approach
Trend Report
Operations and Management
Financial Projections
Problems and Proposed Solutions
Agenda
Target Market
Revenue Model
Marketing Strategy

3. Executive Summary
The name of the app is Vybe, which reflects
the app's focus on mindfulness and mental
health. Vybe is a mobile app that provides
resources and support for individuals
struggling with mental health issues. Vybe
aims to help people in India improve their
mental health and well-being by providing
them with a comprehensive set of tools and
resources to manage their mental health.

4. Vybe will launch stigma reduction campaigns to
normalize conversations around mental health,
encouraging open discussions and fostering a
supportive environment.
Stigma and Social Barriers: Stigma surrounding
mental health prevents individuals from seeking
help due to fear of judgment and social
repercussions.
Many people in India lack awareness about
mental health issues and the importance of
seeking help.
Vybe will conduct awareness campaigns,
workshops, and webinars to educate individuals
about mental health, its impact, and available
resources for support.
Lack of Self-Care and Stress Management:
People struggle to prioritize self-care and
manage stress due to busy lifestyles and societal
pressures.
Vybe will offer guided meditations, breathing
exercises, and stress management techniques
through the app, empowering users to prioritize
their mental well-being and practice self-care
regularly.
Problems Solutions

5. Target
Market
India has one of the highest rates of
depression and anxiety in the world,
with over 197 million people
suffering from these conditions,
there is a lack of awareness, stigma,
and accessibility around mental
health in India, which prevents
many people from seeking help.
The characteristics and
preferences of Indian
users are
• High smartphone penetration
and internet usage
• Preference for personalized
and culturally relevant
content
• Importance of privacy and
confidentiality in seeking
mental health support
The challenges and
opportunities for reaching
Indian users are
• Stigma associated with mental
health
• Diverse cultural and linguistic
backgrounds
• Cost sensitivity and affordability
concerns

6. Revenue Model
The revenue model is based on two main sources
Commission
• Vybe will offer a freemium subscription
model
Subscription
• Vybe will take a small percentage
of the fees charged by the mental
health professionals who provide
online counselling and therapy
through the app.
• Users can access basic features for free
by watching ads or can upgrade to
premium features for a monthly or
yearly fee which will be rupees 100 per
month and 1000 per year.
• The premium features include unlimited
access to all content and services,
personalized recommendations,
advanced analytics, etc.

7. Competitor Approach
Headspace
Headspace is a popular meditation app
that offers guided meditation sessions
for various purposes such as stress relief,
sleep improvement, focus
enhancement, etc. It has over 70 million
users worldwide and over 2 million users
in India. Headspace also offers content
and services for mindfulness at work,
education, sports, etc.
Calm
Calm is another popular meditation
app that offers guided meditation
sessions as well as other features such
as music, stories, sleep sounds, etc. It
has over 100 million users worldwide
and over 3 million users in India. Calm
also offers content and services for
mental wellness, personal growth, etc.

8. Trend Report
This trend report focuses on emerging
trends in the mental health wellness
app industry. It aims to provide
insights that enable app providers to
stay informed, adapt their strategies,
and effectively address the evolving
needs of individuals seeking mental
well-being.
Personalized Mental Health
Support: Mental health wellness
apps are incorporating
personalized features and content
to deliver tailored therapy plans
and self-help resources.
Integration of Virtual Reality (VR) and
Augmented Reality (AR): VR and AR
technologies are being used in
mental health apps for immersive
therapy experiences, relaxation, and
stress reduction.
Gamification and Behavioral
Incentives: Apps are incorporating
gamification elements to enhance
engagement and motivation in
therapy and self-care activities.
Teletherapy and Remote Mental
Health Services: Apps are
offering remote access to mental
health support through secure
video conferencing, text-based
counseling, and remote therapy
sessions.
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9. Marketing Strategy
• The app incentivizes referrals, reviews,
and renewals through discounts and
incentives and earns a commission from
professionals.
Pricing Strategy
Distribution strategy
• Vybe will distribute its product through online
channels and will also partner with other platforms
and organizations that can help promote and
distribute its products like influencers, NGO’s, etc.
• Vybe prioritizes high-quality, evidence-based
content and services while utilizing technology and
data to enhance the user experience.
• The freemium subscription model offers both free
and premium features for users to choose from.
Product Strategy
• Vybe will use a mix of online and offline promotion
methods to reach and attract its target market and
it will also use offline methods such as events,
workshops, flyers, etc.
Promotion strategy

10. Operations and
Management
Vybe app's operations and
management revolve around a
skilled development team
dedicated to maintaining and
enhancing the app's functionality. User feedback drives continuous improvement,
while marketing efforts increase awareness and
user adoption. Effective financial management
ensures sustainability and growth, supporting the
app's mission to improve mental health and
well-being in India.
A customer support team promptly handles user
inquiries and technical issues. Mental health
professionals and content creators collaborate
to curate a diverse range of resources, including
articles, guided meditations, and exercises.
Strategic partnerships with mental health
organizations and experts ensure a wealth of
expertise and perspectives. The app prioritizes
data privacy and security measures.

11. Financial Projections
The income statement for three years
Year Revenue Expenses Profit
Profit
Margin
1 INR 10M INR 6M INR 4M 40%
2 INR 25M INR 15M INR 10M 40%
3 INR 60M INR 30M INR 30M 50%
Calculations A
(INR M)
B
(INR M)
C = A – B
(INR M)

12. THANK YOU