Reviving a Stagnant Mobile App
Company: FitFam (Fitness App)
TTM Metrics:
- Revenue: $600k
- Profit: $60k (10% Net Margin)
- Downloads: 1M
- DAU: 20k
- Paid Subscribers: 5k
- Churn Rate: 10%
Current Scenario
Pricing Tiers:
- Monthly ($9.99): Workout plans, meal tracker.
- Yearly ($79.99): Same features, 33% off.
Ad Strategy:
- TikTok ads with viral dances → high installs, low retention.
Customer Feedback:
- “I open the app once and forget it.”
- “No community – feels lonely.”
Diagnostic Process
1. Retention Analysis:
- 70% of users never opened the app after Day 2.
2. Competitor Audit:
- Peloton app offered live classes and leaderboards.
3. Survey:
55% wanted accountability partners.
Key Insight:
The app lacked social triggers to drive habit formation.
Problems In Detail:
1. No Engagement Hooks:
- Workouts were solitary with no progress sharing.
2. Weak Onboarding:
- Day 1: No guided workout or goal-setting.
3. Pricing Misfire:
- Yearly plan offered no exclusive features.
Command Growth Solutions
1. “30-Day Squad Challenge”
- Group users into teams of 5 → compete on workout minutes.
- Winners get 50% off yearly plans.
2. Live Leaderboards:
- Show top 10 users globally (gamification).
3. Premium Tier ($19.99/month):
- Live classes
- 1:1 coaching
- Squad analytics
Implementation Steps
1. Week 1-2:
- Build leaderboards with Firebase ($1k/month).
- Partner with fitness influencers for live classes.
2. Week 3-4:
- Push notification: “Join a Squad – Limited Spots!”
- Retarget inactive users: “Your Squad Needs You!”
3. Week 5-6:
- A/B test pricing: “19.99 for Live Coaching” vs “19.99 for Live Coaching” vs “14.99 for Squads“
Results (6 Months Later)
- DAU: 60k (+200%)
- Paid Subscribers: 15k (+200%)
- Revenue: $2.4M (+300%)
- Churn Rate: 4% (-60%)