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Tell me if you want to launch a fitness app for facebook, if yes why? and please elaborate all requirements and prioritization

 

 

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in Product Launch by (42 points) | 144 views

2 Answers

+3 votes

 

What is my role in making this decision: Am I the PM of this product?

 

Interviewer: yes?

 

Interviewee :ok

 

What is the goal of this product, what problem is FB trying to solve?

 

Interviewer: What do you think?

 

Interviewee:  I would tie the fitness app goal to FB vision. Facebook wants its users to get more from life with better health. A fitness app can help them meet their fitness and health goals so they could have more energy and vitality to participate, celebrate life with family and friends. And help each other get through the rough times and celebrate the winning moments.

 

Interviewee: Would we agree to be the goal behind developing the app?

 

Interviewer : sure ok go on

 

Interviewee: what is the goal of this new fitness App, is it to improve engagement from existing user base DAU. 

 

Activation: Add new users to FB

 

Is it to increase revenue from advertisers as this would be a  new targeted segment ?

 

Interviewer: what do you think?

 

Interviewee: Based on FB mission to empower people to build community and make the world more open and connected. I would pick Engagement as the primary north star metric. As 45% of the world's population is already using FB I would not consider activating new user as a north star metric. FB mission is to engage people above monetization so i would consider Revenue a secondary metric as 89% of FB revenue comes from advertising.

 

Interviewee:  Before I proceed in my analysis I Just want to be clear  that as a PM you are asking me to do an opportunity assessment or go no go analysis of a new product/feature altogether.

 

Interviewer: Before I make my assessment I want to make sure that we are thinking of this app as an additional feature to existing facebook. Meaning for now we can access it only if we are logged in to the facebook app and not like messenger that we can just access without getting into Facebook.

 

Interviewer: yes

 

As this will be a big feature idea I would use a 10 point assessment opportunity framework to determine its viability. After I have the answers to this I will complete a lean canvas to assess the opportunity as well.

 

Ok I will now quickly tell you the 10 point criteria and possibly ask you questions to help me fill the gaps. Does that work

 

Interviewer: sure

 

So I now want to understand these 10 things

1. Exactly what problem will this app solve?  What's the (value proposition)

2. For whom do we solve that problem? (target market)

3. How big is the opportunity? (market size)

4. What alternatives are out there? (competitive landscape)

5. Why are we best suited to pursue this? (our differentiator)

6. Why now? (market window)

7. How will we get this product to market? (go-to-market strategy)

8. How will we measure success/make money from this product? (metrics/revenue strategy)

9. What factors are critical to success? (solution requirements)

10. Given the above, what’s the recommendation? (go or no-go)

 

Ok so lets get some information here

 

  1. So FB is trying to solve the problem of getting in shape so people can improve their overall health and improve quality of life. Better health leading to more sharing of amazing moments. 

  2. Possible use cases

  • Working parents who can never find time to exercise or are not motivated when they do have time

  • Older parents who have kids in middle school and high school and want to exercise so they can keep up with their kids

  • Busy professionals who don’t have time to hit the gym even though they are paying members

  • Women who can't seem to lose that extra 10 pounds no matter how hard they try

  • Brides to be so they can get in shape before the big day

  • Overweight millennials who want to get in shape to enter the dating scene.

  1. I would focus on the Brides to Be as the uses case because sharing wedding pics on Facebook has sprawled into a multi million dollar industry. Also 70% of women are online on FB everyday.

    1. Fitness App help connect local trainers with the Brides that can do one on one sessions

    2. Fitness App build custom plan for brides based on wedding date and amount of weight needed to lose

    3. Fitness App will  lets bride pick her cheer squad who will hold her accountable  and help her meet her goals. 

    4. Fitness App will let Bride invite groom and other family and friends to share the journey together. 

    5. Fitness App will allow Bride to share milestones in FB Stories and News Feed

    6. Fitness App will have pre set workout plans that bride can follow based on her needs

I will use the Ice model to prioritize use cases


 

 

Impact

Confidence

Effort

    1. Fitness App help connect local trainers with the Brides that can do one on one sessions

Low. The solution is taking user offline so it goes against engagement

Low

High, would need a process to vet professionals. Will need a process to make sure they are up to date with certifications

    1. Fitness App build custom plan for brides based on wedding date and amount of weight needed to lose

High. The custom option lets the bridge change things based on many variables

high

High. will need to build AI to implement the custom option

    1. Fitness App will  lets bride pick her cheer squad who will hold her accountable  and help her meet her goals.

High

High

Low

    1. Fitness App will let Bride invite groom and other family and friends to share the journey together.

High

High

Low

    1. Fitness App will allow Bride to share milestones in FB Stories and News Feed

HIgh

High

Low

    1. Fitness App will have pre set workout plans that bride can follow based on her needs

Low

Low

Low



 

Based on my analysis a Fitness app that helps Bride form a custom workout plan and is able to share her journey with her spouse and friends can create a huge impact for both the bride and the special people in her life.  The social aspect of the journey should increase engagement which can be measured .



 

  1. The fitness app industry is pretty saturated. From on demand workouts to customized plans lots of apps are in that space some are free and other have paid subscription. FitBit is a wearable device that has one of the most popular apps. Nike training has another popular app. Although the 7min work out is the most used amongst younger woman. This is free with an upgrading paid option.

  2. Facebook has a DAU of 1.6 billion users. No other social platform comes close. So feature adoption if done right can be quite fantastic. For example 500 M users are active on FB watch every day. Also the peer to peer platform allows to share messages, vidoes which can be a great motivating factor for peer support in a fitness app. There is a huge potential to create a culture of support and form a fitness community with people from around the world.

  3. It ties in the next logical step to broaden the impact of preventative care of FB health. With half the worlds population loggin into the FB platform it makes sense to capitalize on it. People are aware of the importance of fitness and health. Users have acces to digital technology 

  4. The app can go live just before summer time when most people are trying to get into beach body shape and ready to shed of the excess winter weight that was hiding so well under the bulky sweaters. 

  5.  Measuring success for this app will be straight forward. We want to see a significant uptake in user engagement. Facebook makes $ through advertising. Increase in engagement in this app gives an option for lots of advertisers who are from the wedding industry,health wellness and life style industry to help capture a captivated audeince.

    1. # of new users added to FB in a 1 year period with 3 month cohorts. 

    2. Increase in uptake of # of DAU after launch compared to before launch

    3. # of share of the app/ total shares of all apps

    4. Avg time spent by user on FB before Launch and After Launch

    5. # of Daily Active User in the APP

    6. # of Daily Active user in the fitness App/DAU in all Apps

    7. # of new Advertisers

    8. Total # of Revenue per cohort 





 

10. Given the above analysis I will give a Go for the Fitness App. It ties with the FB vision to bring communities together and share and celebrate what matters most. FB is already in the preventative care space with Facebook Health and fitness app is aligned with the preventative health stance.

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by (42 points)
+1 vote

Goal: 

Should we build a fitness app for facebook - decide and scope it out if needed

Strategic decision making

How big is the market : Fitness is an 80 billion dollar industry, lately there's been the digitization trend of the same via fitness tracker/apps. Google recently acquired Fitibit to it's wearable portfolio for 2 billion dollar so yes its a big enough for FB to conside

Is it a fit for FB:  The current tools for fitness has a very strong community angle - whether its running groups or sports ( which are social by default) or exercise classes or gym which also happens to be biggest problem. I don't know where to find people I can trust who I can go running with etc. I think FB excels at the social angle and also can effectively solve this problem

What's the competition like : Hardware: Apple watch, other fitness bands , software: Fitbit premium, nike training club, Apple watch app

Can we differentiate/do we have a potential moat: The social graph of facebook can help create a network effect moat around fitness based communities 

How do we measure success: The user facing goal will qualtitative, I would put it around how users feels - do they feel fitter after using the product for 30 days.

 

Business wise this should drive retention and engagement, I'd make retention the primary metric because it also aligns with a metric that is key to success when it comes to getting fit - persistentence of effort - does the user keep coming back again and again

Other metrics to track

AAERC funnel for the feature ( acquisition, activation, engagement, retention, churn)

Exercise/workouts per user /month

Timespent/retention on FB

Time spent/session in feature

 

Clarity

When you say fitness I'm assuming it's both fitness tracking and helping you get fit in the process

We are referring to physical fitness here 

Will it sit inside Facebook app or outside, I'm assumign inside since it's a new app and we're not sure if needs another app. This allows us to bootstrap and test the water before we spend good amount of money acquiring customer and learning.

App or webb? I'd recommend starting with app only if it's a contraint since at some point it may need to interact/pull data from fitness trackers, that's much more organic to the app eco system rather than the web eco system

Whats the goal here: launch and find PM fit (monetisation is a non goal)

Is GTM part of the scope? not necessarily 

Context settings

Facebook's mission is to connect the people of the world and is effectively an online version of your offline social graph 

User journey

Let's see the typical user journey for a fitness driven goal in the physical world - 

Realisation: User realises that they need to work on fitness in general or towards a specific goal, 

Measurement: user starts tracking fitness in a number of ways - weight, selfies , strength results etc. 

Tools: The tools they have are running, going to the gym or classes  - they look for community there and I recall reading studies where the community angle helps sustain the habit and help achieve your goals. 

Perhaps because the community involement makes the process more enjoyable and less of a chore + you get motivation from them.

other behaviour: They may post updates to social

Does it make sense to build the fitness app? 

Yes, if you look at trends - peleton, strava etc there is scope for an online community that assists the user journey and also make you feel like you're part of something bigger virtually.

The self worth is moving online - there are virtual rewards that are Proof of the works of your skills, in IG it's your follower count , in Fitbit its your daily stats etc and so on.

 

Pain points

- I struggle with finding trustworthy people to do what I want in the physical world 

- Tracking/measuring progress is hard

- I find motivation from group to be incredibly powerful but in todays buy lives it's hard to plan something out in terms of a group activity

- I don't feel motivated enough to continue working out etc/  I got lazy

- I want to get recognition for my effort 

Customer persona

user persona from a fitness perspective

- Already fit users : These want to keep the momentum going, they frequently work out, own dedicated work out attires and equipment, they might be using supplements to enhance their progress further . They might frequently post on social - them working out, what weights they are doing and about the techniques ( workout and post work out)

- already on their fitness journey users: These have started working out already. They might be looking for advice/tips on faster progress, they will be struggle with motivation after their progress rate starts pleateauing, they may or may not post on social.

They may fear judgement and not having perfect physique

- Interested but yet to start the journey: These users are aware that they need to start their fitness journey but they don't know about the choices/where to start/community that can help/tips advice etc

-Unaware: these users haven't realised that they need to start getting fitter 

I want to focus on solving for 2nd and 3rd persona because the need is strongest here.

Needs

  • I want to be aware of my fitness level
  • I want to be able to set goals that are reasonable and give me a sense of progress
  • I want to be able to measure progress
  • I want to be able to measure progress easily ( read my fitness tracker etc)
  • I want to make it visible to the world I choose to ( goals, progress etc)
  • I want advice/tips on techniques related to the activity
  • I want to be able to see choices WRT getting fitter
  • I want to be able to connect with the activity fitness community online
  • I want to feel motivated 
  • I want recognition 
The above list is long owing to the large scope of the question since it covers E2E user journey and all it's associated needs
 
Solutions/pick or drop 
Acquisition/top of funnel
A fitness test that tells you the degree of fitness as per your age and gender. Users can skip this if they choose to - High reach, high impact, high confidence, Low complexity . PICK for MVP
being able to recommend options inline with user's fitness, location and budget - Core problem, helps users jump start his journey by skipping research, high reach, high impact, high confidence, medium complexity PICK for MVP
 
Connecting users with other similar users to build community, basis activity and also fitness - core problem and Facebook is good at this and is a potential moat, medium reach, high impact, medium confidence, medium complexity PICK
Being able to track and measure progress using manual inputs from the user - High reach, high impact, high confidence, low complexity pick
 
Allowing user to post content to their feed and making it searchable- this will effectively solve for tips/advice and will be used most by 'fit' personsa users but the output will be consumed by target persona users, high reach, high impact, high confidence, high complexity PICK
 
Allowing user to be followed by other users - this works in sync with allowing users to post content to their feeds so PICK
Integration with fitness tracker - This will help jump start user journeys and reduces friction to access to the users' stats , low reach(since not everyone owns fitness trackers), high impact, medium complexity, high confidence, PICK for MVP after researching the TG persona to check for smart tracker penetration
User dashboard that helps track progress over time : This will be applicable after user has spent a significant time so we can classify this as a low reach low impact item for MVP, DO NOT PICK
Badges for different progress milestones : This will be a great retention tool and in absence of a community will help drive retention and also create a sense of progress high reach , high impact, high confidence , low effort PICK
Other features scoped for post MVP
Gamification of fitness progress with friends
Workout programs that users can sign up for 
Virtual workouts with community
Insights into physical fitness using tracker information 
 
 
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by (163 points)
0
Nicely done. It would have been interesting to see tradeoffs.

 

Another way to go about the problem ca. Also be where can FB create the most impact in the user journey.

 

Discovery action result
0
Useful input, TBH I'm not great at evaluating trade off, what trade offs do you think will need to be called out here
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