Would you want to launch a fitness app for Facebook? If yes, why? Please elaborate all requirements and prioritizations.

1. business goal: increase the revenue for the quarter
   1. increase the profit margin in sports segment
2. Market gap: significant gap where meta can fill in the sports category
3. product goal: help users find personalized health routines shared by others on the meta platform
   1. help users of the meta find nearby fitness centers suggested by friends and other relevant groups.
4. user groups
   1. house wives
   2. students
   3. retired professionals
      1. find a curated list of health advice that is personalized is difficult
      2. given their limited network once retiring from the professional environment
   4. fitness enthusiats
5. pain points/gaps
   1. physical fitness instructer is hard to come by for the elderly retired professionals
   2. urban setting
   3. serving only age group of 20 yr to 40 yrs olds
6. features---MVP
   1. list of verified/trusted/referenced fitness instructers nearby who serve this particular user group
   2. curated list of videos/articles for the user based on the information they choose to provide
   3. motivation kind of content in their original home feed
   4. reminder tool
7. success metrics
   1. no. of users joined on the platform
   2. DAU, MAU, WAU
   3. if atleast 10% of registered users on the app keep using this/connect with local groups in the nearby area
8. risks
   1. competitive space to be in
      1. many other platforms provide the same services although in a fragmented way
   2. how we design the UI section keeping the particular age group in consideration

Clarifications

• Is this 'fitness app' a separate app? [Yes]
• Is the goal of the launch to improve the user engagement on FB, which can be measured by # of share, comment, like, etc? [Yes]

Structure

• Whether this launch aligns with FB's core mission?
  • [Well aligned]FB's mission is to give people the power to build community and bring the world closer together. Fitness activity has long been one of the most shared activity category, even before FB launch its own app.
• What's the benefit if we launch this app?
  • Better UX for FB users
  • Fitness data will enhance FB's knowledge of its users, which is critical for its ads business.
• What's the unique value FB can bring to end users?
  • Even though most fitness apps already support inviting users, FB already have the entire social circle covered. User doesn't need to invite friends from scratch. From day1, user can interract with all their friends.
  • Normal fitness app can not provide a unified experience after user's fitness activities is shared to FB, while FB has the ability to build a more seamless experience, for user to interract after the sharing, or even during the sharing.
• What's the risk if FB doesn't take any actions.
  • If a fitness app gained enough market share, it might expand from fitness into social and even pose a threat for FB

• [Hardcore], who are pro-users, who actively pushes their limits and love to share photos and records of their performance. 
• [Regular], who engage in medium intensity exercise regularly, to stay healthy. They love to motivate others.
• [Beginner], who just started, struggling to form the routines. They loves encouragement and advices.

1. Hard to stay motivated, it's a challenge for most beginners to form a routine successfully after initial attempts.
2. Prune to be hurt, many beginners start working out in an hope to improve fitness level, but end up getting hurt and quit.
3. Have to click share after work out, and only limited ways of sharing.

1. Run with me, to address the motivation issue. where user can
   • Form or join a FB group
   • Organize or enroll to an activity and see whoelse has enrolled
   • Join the activity
   • Share the group activity on FB 
2. You are awesome, to address the motivation issue, where the user can publish their personal goal, like run 2 miles x 3 times every week, for 10 weeks. Friends can see their goal and progress, and like it.
3. Proceed with Causion, to give user indications based on the vast number of users, such as: most users at your stage(7th week into running), with similar physical condition, warm up for 25 min, and run at this pace. Hopefully the user can avoid being too aggressive and hurt themselves.
4. Live cheering, while user is engaging in a hard challenge, like first time to run for 3 miles, they can cast their progress onto their FB, and if there are likes or comments, we notify them live through the fitness app, and their wearable device.

Prioritization

• Run with me, User Impact: High, Complexity: Med, as it's very similar to existing FB features.
• You are awesome, User Impact: High, as publishing personal goal is one of the best ways to keep motivation. Complexity: Low.
• Proceed with Causion, User Impact: High, almost everyone appreciates advices. Complexity: High, still a challenge to aggregate massive data and provide safe instructions. Might also involve legal risk.
• Live cheering, User Impact Med/Low given the real time constraints, won't be useful in most cases. Complexity: High, also has some privacy concern to cast real time activities.

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