Xavier Gonzalez; Albert Aldrich
High Concept Statement:
Health Made Personal
Health & Fitness
Need or Demand:
We believe there is a need for a comprehensive, personalized health and fitness app that will truly be involved in the consumer’s life, taking into account all of their personal health, nutrition, and fitness needs, and ultimately, helping to solve the global issue of obesity.
Product / Service / Solution:
We believe these needs can be fulfilled by providing a comprehensive, personalized fitness app, utilizing carious social and psychological methods, as well as vital market and scientific research to provide the most optimal and easy health experience for each individual user.
For instance, research shows that, especially for beginners, exercising with a partner increases one’s willingness to participate in those exercises. Given this information, PersonaFit will have a “Tinder for Fitness” section, matching users based on various fitness and nutritional measures and allowing them to find the ideal exercise partner.
Another problem for many people who struggle to stay active is that they claim to “not have time.” Because of this, PersonaFit will ask users to input their schedules from Google or Apple, and it will search for optimal times to exercise based on goals and types of activities the user would like to do, which in turn, can be shared with the user’s fitness partner on the app.
Different users have different goals, and different goals require different fitness and nutritional methods and routines. Therefore, PersonaFit will use each user’s goals and interests to build out the optimal fitness routines and diet plans for the user.
Finally, PersonaFit believes that one of the best ways to be healthy is to be connected to experts whenever possible. Therefore, premium users will have the ability to utilize video conferencing or chat to communicate directly with their own doctors or fitness coaches, or find a doctor or coach that would best suit their needs. This will also allow users to have medical data stored on the app that will further help to personalize the experience and facilitate communication between doctors, coaches, and their patients/trainees.
These are just some of the services that PersonaFit hopes to provide to its customers, and it hopes to expand upon these, as it expands its operations in the future.
The value that customers want to derive from this solution is the ultimate personalize fitness and health experience that they would not receive with any other app in the industry. Consumers do not just want to track their fitness and nutrition: they want an interactive app that will keep them engaged, so they can stick to their goals and not lose interest. Unfortunately, many apps fail to keep their users engaged and connected, so PersonaFit hopes to change this for consumers by providing services that facilitate the overall health experience for everyone.
The Health and Fitness app industry is extremely saturated, filled with hundreds of apps, most of which have failed for various reasons. MyFitnessPal (MFP) is the market leader in terms of amount of users, but most of its users can be found on its website rather than on the application. MFP is arguably the most comprehensive and easily used nutrition database and app in the world, allowing users to easily keep track of their nutrition and macros. However, where the app fails is keeping track of a user’s fitness, and that is where PersonaFit hopes to excel the most, providing users with an easy, personalized fitness experience. Further, PersonaFit hopes to add on nutrition services not available on MFP, such as being able to find restaurants and food in your area that best suit your dietary and macros needs.
Another major play in the market is FitBit, having the best user engagement rate of all fitness and nutrition applications. However, while FitBit succeeds in keeping users during the first month, it tends to struggle beyond that timeframe. PersonaFit hopes to change this as well by interacting with the user as much as possible, as well as integrating itself further into users’ lives by including their personal health data and the ability to communicate with personal doctors and coaches. Another problem with FitBit is that it requires a relatively expensive piece of equipment to function, whereas PersonaFit hopes to avoid manufacturing in the beginning, focusing mostly on the app’s services.
PersonaFit’s revenue model will be mixed, through various methods. For basic users, there will be small banner ads that will hopefully be extremely relevant to the user and their needs to help generate revenue for the company. There will also be a subscription service that will, not only help to remove the ads, but also provide additional services for nutrition, fitness, and health. For $0.99/month, users will have the option to add a single premium option, such as removing ads or adding more routines. For $2.99/month, users will be able to get the complete package. They will also have the option to pay for the full year for $32.99. Finally, PersonaFit will hope to get a large portion of its revenue through partnerships outside of the application as well, specifically partnerships with doctors and hospitals, who might encourage users to utilize the app, and genetic databases, like 23andMe, which can help to personalize fitness and nutrition for users even more.