Alpha Plan - VSGT

Zaman M – Product Marketing Plan

Proposed Marketing Phases
Prelaunch Phase
Create visibility across owned media
with content generated with the
Network of associated coaches and
Internal Team. Get initial few users
for Beta and Alpha.
Launch Phase
Leverage influencers across platforms
using influencer, PR and events. Begin
remarketing to interested audience
through paid channels. Generate UGC and
Conversation in relevant communities.
‘A new innovation or
product is communicated
over time amongst the
participants in a social
system or market.’
Post Launch Phase
Sustenance activities with Content, Events
and Paid Marketing. Generate more trail
PR. Infiltrate new communities.

Prelaunch Phase
Create visibility across owned media with
content generated with the Network of
associated coaches and Internal Team. Get
initial few users for Beta and Alpha.
Perfect the MVP
i.e. UX Flow, Design, Brand,
Packaging, Experience
Onboard Users from Coaches
and Collaboraters for closed
Beta
Setup Initial Content Pipeline
and Coach Content to Bring
Live on Launch Date
Set Up Owned Media and
Distribution For D2C Brand
Participate in Exhibition
Events to create Brand Buzz
Launch Phase Post Launch Phase
Leverage influencers across platforms using Sustenance activities with Content, Events and Paid
influencer, PR and events. Begin remarketing to Marketing. Generate more trail PR. Infiltrate new
interested audience through paid channels. communities.
Generate UGC and Conversation in relevant
communities.
Leverage Team, Coaches,
Partnerships, PR, Influencer Organic App Growth
Strategy Strategies
Begin Lead Gen and
Remarketing Pipeline with
High intent Visitors Paid Campaign Optimiation
A/B Test and Tweak Budgets
KPI: Conversion Rate
Launch Event
Begin Coordinated Social Push
KPI: Quality Traffic
Initial Content Production Pipeline
Marketing Copy and Design Bank Agency
Brand Guidelines
Social Platforms Design
Landing Page Copy + Design
Website and Website Setup and Hosting Zaman
Landing Pages Headers, Pixels and Plugin Set up to Accounts
Payment and Logistics
Blog Content Website SEO Across Relevant Topics Zaman

Wellness Challenge Series – With Coaches and Collaborators

Video Content Product Launch and Teaser Videos Agency
Explainer Videos with the Leadership

Marketing
Collaterals for Designs and Adapts Agency
Events Product Brochure
Approach to Remaining Questions
D2C Operations + Partnership Strategy
https://go.growthschool.io/d2c-app?ref=gs&_ga=
2.24450617.2092870946.1670569477-92182209.1
670569476
PR Strategy
https://heylinspark.com/
UX Consultation from Experienced UX
Professional
https://www.linkedin.com/in/hacorn96/
Influencer Strategy leveraged via Influencer
Agency
http://nofiltr.social/
Performance Packaging and Personalization Agency
https://www.please-see.com/blue-tokai-packaging/
LinkedIn Communication Plan
Product Profile

In Team Progress / Events / Milestone Posts

Coaches and Collaborators Posts

VSGT Leadership
Influencer Posts

Partnership Product Profiles

Customers UGC
Marketing Case
Study – Ultrahuman
• A Wearable CGM and Fitness Tech
product with an app.

• Ultrahuman stands out as a

competitor that is doing marketing
the way it works.

• Understanding their marketing

approach will greatly help tailor our
efforts.
Ultrahuman – Home Page Traffic

• Relevant Traffic – The Ratio of Unique Visitors to

Monthly visits is close to 2 i.e. every visitor has
come to the homepage roughly twice. The
Bounce Rate is quite low for a consumer brand.
i.e. the visitors came with INTENT.

• Strong Brand - The Majority of their Traffic seems

to coming from Direct and Organic Search. the
visitors came with INTENT.

• Good Organic Strength – 63% of Google

Searches bringing traffic are brand keywords
indicating high relevance and SERP Ranking.

Source: SimilarWeb
Ultrahuman – Paid Search
Source: SimilarWeb
The strong branded keyword
relevance has meant they have
invested their paid search budget
mostly to branded keywords.

I.e. Creating a unique brand name

with keywords with low
competition has worked for them.

Source: SimilarWeb
Ultrahuman – Referrals from Crowdfunding
Sites
A large amount of traffic has come from New Product Feature site “ Product Hunt”.
A unique strategy that has worked for them was working with Crowdfunding Platforms like Kickstarter and
Indiegogo for a large amount of traffic from audiences that would be interested in new health innovation.

Click Link - https://www.indiegogo.com/projects/ultrahuman-ring-decode-your-metabolism--3#/

Source: SimilarWeb
 Ultrahuman – Traffic from Social Media
YouTube Heavy Strategy - YouTube has been their
most heavily pushed channel for brand impact to
relevant audiences. It brought 50% of the traffic
and accounted for 98% of the display advertising.

This is reflected in the number of views on their

YouTube for their most recent product videos for
their new Ring Product.

Source: SimilarWeb

Source: SocialBlade
Ultrahuman – Instagram Influencers.
Source: UltrahumanHQ Instagram

They have put out VERY LITTLE generic branded

content on social media. They have chosen instead to
focus on Social Proof and Authority.

Instagram is leveraged ONLY to show social proof

through multiple famous social media influencers
across Fitness, Finance and Tech genres.

They have focused on influencers in Bangalore as the

city has culture that consumes content heavily across
those genres and is more technocratic.

Female Influencers have been represented more

because of the product focus on PCOD.
 Ultrahuman - Twitter
Mantra “Minimalism = Cool”
They have kept the branding minimalist and Snazzy
with taglines that again focus on Authority and
Social Proof. They have also reposted the Influencer
Content they generated.
Ultrahuman – Twitter UGC
They have created a unique experience that covers the 3 pillars of D2C.
• Personalization – Creating a Unique Onboarding Process through the ring fitting.
• Proximity – An Influencer Strategy that shows the authority and social proof in the Bangalore Fitness Community/
• Product – Displaying the cutting edge tech underneath the product.

This has encouraged Users to create content that the Brand can retweet.
Ultrahuman – Lead Remarketing Heavy
The Homepage has an extensive Analytics and I.e. They have laid emphasis on tracking
Tracking Stack across multiple channels along with high intent visitors and bringing them
Heatmaps and CRM Interfaces. They also have back to Homepage across multiple
Advertising Stacks across all major platforms. They Channels.
have also incentivized second time visitors with
discounts.
Ultrahuman – Lead Remarketing Heavy
Only the expendable CGM is put on
Amazon Market Place for purchase
to create presence on the 3rd Party
Retailer.
Ultrahuman – Value Content

• Athlete Stories are highlighted via Audio Podcast on

Spotify along.
• A high volume of blogs cover topics relevant to the
product.
• Relevant YouTube Content Created to offer value to
Subscribers across relevant areas.