The Problem

Binky had been running in-person retreats for Mums for quite a number of years. The problem was that these where largely inaccessible, limited, infrequent and expensive. As

Binky’s audience is so important to her, and so it was equally important that we built a product that created value for her users. SO many influencers have built their own apps that haven’t done well because they failed to do the number 1 thing, create value for the users. As most people in the team are parents, we understood the pain points of being an expectant, or new Mum. We decided that the notion of Time for yourself was something which was SO important but every often ignored by Mums.

The problems we needed to tackle were:

• To build a unique app that represented Binky and would speak to her Mum audience. As Kaizen is a white-label platform it was important that it felt unique to the others we had on our platform;
• Create true value for the user;
• Retention: As it’s a subscription business we needed to keep them retained; and
• Content: Realistically how long do busy Mums have to workout?

Learnings

Using Instagram Insights allowed us to have a basic understanding of who we were building for. The biggest demographic was were Females, 18-40 in the UK. 

From looking at engagement metrics and with Binky as a Mum of 1 (and another on the way), she wanted to give back her Mum community she had built up over the years.  This gave us a seed of where to start.

We knew that in order for any subscription-based business to be successful we needed to keep users retained (i.e. not have a leaky bucket). Therefore we needed to put analytics in place to closely track this and to better understand where we were creating value for our customers. If we can get our users to love our product, we can get them to share it too which would help keep our cost of acquisition very low. As Alex Schultz, the VP on growth at Facebook says “The best way to increase virality is to not focus on virality at all, but to focus on retention instead.”