fittrack

Company: FitTrack (Fitness App SaaS)

TTM Metrics:

• Revenue: $900k
• Profit: $90k (10% Net Margin)
• Churn Rate: 12% monthly
• Activation Rate (Day 7): 40%
• Ad Spend: $200k/year
• Free Trial-to-Paid Conversion: 6%

Current Scenario

Pricing & Features:

Basic Plan ($19/month):

• 50 workout videos
• Generic meal plans
• Progress tracking

Premium Plan ($29/month)

• 200 workouts
• Custom meal plans
• Live chat support

Ad Strategy:

• Ran Instagram/Facebook ads with influencers doing flashy workouts (e.g., “Get Shredded in 30 Days!”).
• Landing page headline: *“Join 500k+ Users Transforming Their Lives!”

Customer Feedback:

• “I did 3 workouts and got bored – no structure.”
• “Meal plans didn’t account for my dietary restrictions.”

Diagnostic Process

1. Funnel Leakage:

• Problem 1: Ads had 3% CTR (high) but 6% trial-to-paid (low) → Overpromised “transformation” but underdelivered quick results.
• Problem 2: 60% of users never logged a meal → Generic plans felt irrelevant.
• Problem 3: No post-trial nurturing → Users forgot to upgrade

2. User Journey Map:

• Day 1: Signup → Overwhelmed by 50 workout choices.
• Day 3: No progress → Churn risk spiked

Problems in Detail

1. Onboarding Overload

• Dumped users into a library of 50 workouts with no guidance.
• Meal plans ignored allergies/preferences (e.g., vegan, gluten-free)

2. Ad-to-Experience Mismatch

• Ads showed dramatic transformations but offered no structured path to replicate them

3. Silent Post-Trial Funnel

• No emails reminding users to upgrade after trial ended.

Command Growth Solutions

1. “7-Day Quick Start Challenge”:

• Day 1: “20-Min Fat Burn” video (guaranteed 300+ calories).
• Day 3: “Measure Progress” guide (photos, waistline tracking).
• Day 7: “Upgrade to Save 50%” offer.

2. Personalized Meal Engine:

• Added a 30-second quiz (dietary needs, goals) to generate custom plans.

3. Post-Trial “FOMO” Sequence:

• Email 1 (Trial Ended): “Your 50% Discount Expires in 48 Hours!”
• Email 2 (Day 3): “Last Chance: We’ll Add a FREE Recipe Book.”

Implementation Steps

1. Week 1-2:

• Film 7-Day Challenge videos (hire fitness influencers: $1k).
• Build meal quiz with Typeform ($50/month).

2. Week 3-4:

• Update ads to “Follow Our 7-Day Challenge – Or Get 200% Refund.”
• Retarget inactive trial users with “Day 3 Progress Check” emails

3. Week 5-6:

• A/B test discount offers (40% vs. 50% vs. free recipe book