Submitted by-

Subham Prasad
linkedin.com/in/subhamp15

Pradeepta Dey
https://www.linkedin.com/in/pradeeptadey/
PROBLEM STATEMENT
You’ve joined as the VP of Product at Strava, #1 app for runners and cyclists.
For Strava, the current source of monetization is the paid subscription model. You’ve been tasked to
explore other sources of revenue. How would you go about it?
● We need to come up with 3 Product solutions which can lead to monetization
● What are the Success Metrics for the 3 solutions
● Balsamiq/Figma wireframes for at least 2 of the Product solutions
● Go-to-market/Launch plan for at least 2 of the Product solutions

GOAL
Our main goal is to come up with source of revenue for strava app apart from the already existing
paid subscription model
UNDERSTANDING STRAVA

Strava is an American internet service for tracking human exercise which incorporates social network
features. It is mostly used for cycling and running using GPS data. Strava uses a freemium model with
some features only available in the paid subscription plan. Strava is also called the “social network for
athletes” that has grown massively popular since its launch in 2009. Strava is a free accessible through
both mobile applications and the web.

COMPETITORS
USER PERSONAS
UNIQUE OFFERINGS
MARKET RESEARCH
Fitness App users vs Average Mobile users by persona Fitness App users vs Average Mobile users by Age

Fitness App users vs Average Mobile users by sex Survey regarding usage of fitness app of US adults (2017)
USER STORIES
Solution 1 : Strava MarketPlace

User story 1: As a subscribed user of the existing paid subscription, I should be able to list down my equipment and other gears for rent and sale
User story 2: As a user, I should be able to borrow and buy things in the strava marketplace
User story 3: As a user, I should be able to search things of my interest in the search bar
User story 4: As a user, I should be able to visit the profile of the owner to check reviews and other information

Solution 2 : Consult a doctor

User story 1: As a user, I should be able to view the list of doctors along with their current status
User story 2: As a user, I should be able to connect with a doctor of my choice via chat or video call or voice call
User story 3: As a user, I should be able to chat with the doctor using any language of my choice
User story 4: As a user, I should be able to search the type of doctor in the search bar
User story 5: As a doctor, I should be able to join the strava team to serve the community

Solution 3 : 21 Days challenge

User story 1: As a user , I should be able to join the challenge multiple times
User story 2: As a user, I should be able to customize the subscription plan as per as my choice
User story 3: As a user ,I can invite my friends/family to join the challenge
User story 4: As a user, I should be able to earn credits by inviting friends/family
User story 5: As a user, I should be able to use multiple methods of payment
Solution 1: Strava MarketPlace
A place where users can explore various equipment and gears related to fitness and can borrow, buy, sell or rent
● FEATURES
1. Subscribed users can list down their equipments for rent or
sale.
2. Anyone can borrow or buy if signed in to the app.
3. Users can search for the things they need in the search bar.
4. Users can visit to the profile of the owner to get reviews and
other information by other buyers.
● REVENUE SOURCE
1. 10% of the money earned by the seller will be deducted as
platform charge by strava.
2. Since only subscribed users can list down their equipment
and gears ,this will motivate people to subscribe to our app.

● SUCCESS METRICS
1. No. of users coming to strava marketplace page/ Total
number of users signing in to strava app.
2. Number of subscriber listing down gears for rent or
sale/Total number of subscriber.
3. Average time spent by users in strava marketplace.
4. Number of non subscribers borrowing/ total numbers of
borrowers.
5. No. of users buying /Total number of buyers + borrowers.
 Solution 2: Consult a Doctor
Staying physically and mentally fit especially during pandemic requires constant support from doctors, trainers and expert. This solution will connect our
users with doctors across various specialisation. ● FEATURES
1. Connect with the doctor of your choice from a list of various
doctors.
2. The status of the doctors can be seen and the users can connect with
them accordingly.
3. The session with the doctor can be held over a voice call, chat or
video call.
4. The users can chat with the doctor in any language of their choice.
5. Regular live Q&A sessions with our expert on various health related
topics (Free for subscribed users).
6. Follow up of an appointment that has been taken through the app
within a week’s time is not charged.
7. First 5 appointments free for subscribed users.
● REVENUE SOURCE
1. 30% of the session charge will be paid to strava.
2. Free Q&A session and appointments will motivate people to buy our
subscription.
● SUCCESS METRICS
1. Number of users consulting a doctor / total number of users clicking
“Get Started”.
2. No. of subscribed users consulting a doctor/ Total number of users
consulting a doctor.
3. Average number of session per user per month.
4. Average number of sessions taken by doctors per day.
5. Average number of application per day to join strava as a doctor.
 Solution 3: 21 days Challenge
People love challenges especially when it comes to their body. This 21 days challenge is design for those who wants to push themselves and see
what they can achieve.
● FEATURES
1. Users can select any 4 or select the entire package.
2. Users can subscribe multiple times.
3. Users will receive badge of completion after the challenge.
4. Users can invite friends/family to join the challenge.
5. User can earn FREE CREDITS on referral (maximum 3
referrals) and redeem credits on any subscription plans
available.
6. 5 free appointment with a dietician during the period.

● REVENUE SOURCE
1. Subscription fees of the challenge.
2. Through invitation.

● SUCCESS METRICS
1. Number of users subscribing / Total number of visitors to the
challenge screen
2. Number of already subscribed users subscribing to 21 days
challenge /Total number of subscribers
3. % of users subscribing the 21 days challenge more than once
4. % payment failure
5. Number of users subscribing the whole bundle / Total number
of subscribers
 GO-TO-MARKET STRATEGY
1.Increasing customer satisfaction by
providing three solutions on a single
Our Ladder of Success
platform
2.Providing solution at cheaper price as
1.Promotion on social media platforms regarding compared to others in the market
fitness challenge and strava marketplace 3.Regular advertisement and increasing
2.Listed doctors promoting from cabins engagement
3.Pop up notifications for subscribing and listing Increase revenue
equipment for rent to earn money
4.Email/SMS to users twice a week to explore Maximise market share
1. Giving opportunity to existing
various features
subscribed customers to earn money Increasing Customer Direct revenue source
through marketplace. engagement 1. 10% of the money earned by
2. Leveraging our customer
Drive Brand Awareness the seller in the marketplace
database to use our medical
2. 30% of the session charge
offerings
Entering New will be paid to strava by doctors
1. 21 days challenge will increase users
market 3.Subscription fees of the 21
engagement
days challenge
Leveraging existing 2. Inviting friends feature will further increase
product our reach along with engagement
Indirect Revenue sources
1. We are providing three 3 solutions in 3. Strava marketplace will make people
1.Users subscribing to list down
one platform at cheaper price involved with the app to check the status of
equipments in market place
their listed things
2.Revenue generated through
2.Users won’t have to download too 4. Regular Q&A sessions and covid care
invitation
many apps and can enjoy the benefits of updates will make people more involved
three apps by just using strava
GO-TO-MARKET STRATEGY
Target Audience
● Workout enthusiasts of
20-35 yrs age group
● Sports person
● Gym going youth
● Working Professional
● People who are open to
check and book online
healthcare consultation
services
● Doctors
● People who are interested in
buying/ selling/ renting
products online.
Overall Launch Plan
● Focusing more on Strava marketplace as it is our
main solution and is expected to use the existing
subscribed customer to earn money
● Email and SMS campaign to all the users for joining
the 21 days challenge
● Personalised invitation to all the active users on the
app to join the challenge and using their examples to
attract other users
● Regular Pop up notification to convey the
importance of existing paid subscription and its
benefits when using consult a doctor feature
● Social media promotion through videos of users and
posters for 21 days challenge and marketplace
● First Q&A session free for everyone, sms/mail to
sent to every users regarding it
● Free covid care session to each users who consults a
doctor for the first time
● Reminder to join the challenge and marketplace after
every 3 days whenever the users sign in to the app
Future Plans
● Plans for seniors - “Age is just a
number” campaign with features
1. consultation with doctor
2. Invite mates and laughing club
● AI coach
● Trackers - steps, daily calorie count,
sleep tracker, weight tracker,
handwash tracker, water tracker
● Community Subscription
1. Peer to peer meet
2. Sports news and Competition
updates
3. Customizable themes
4. Request a partner to play or
going for cycle trips and other
activities
Thank you