Product of the week | Sarva
Product of the week | Sarva
Thank you to the 715 beautiful folks who subscribed to Growth Story ❤️
If you are new to Growth Story, please subscribe & help us spread the right approach to growth.
Every week I pick a tech product, spend time using it, talk to it’s customers, understand how are they growing today & recommend 3 bets that will help them grow faster, cheaper & profitable. I am doing this to sharpen my own approach. Outcome on the newsletter and everything is a big bonus :)
Let’s get started 🚀
Product of the week | Sarva
Sarva helps you do Yoga at home.
Key value prop - It’s live, instructor led, outcome based approach to yoga.
Download the app iOS | android.
Go through the product to understand context on experiments.
Some back story
Sarva has raised a total $8 million in venture & angel funding. Some of the key angels are Jennifer Lopez, Malaika Arora & Shahid Kapoor. Seems like Bollywood is catching up on the startup funding race.
Observations
Considering the product is in early growth stages, I spoke to a bunch of ideal users for the product, showed them the product asked them few questions to understand what do they understand from the product and will they use/pay for the product.
Once the user gets into the product, there are atleast 50+ options (live classes, workshops, on demand content & more) to choose from. User is unclear on what to select and do first.
Everyone wants to get fit (no exceptions) but very few have the motivation & systems in place to make sure they stick to a routine.
Users failed to understand expected AHA moment, atleast from the app.
Users could not understand added value Sarva can have over a YouTube Yoga playlist.
This brings us to the core experiments.
3 Experiments
Post the user calls, pulling traffic and engagement data about the website & Sarva mobile app, there are three key experiments that can help get more paying customers for Sarva. Assumption being paying customers is the business northstar metric.
#1 | Guided onboarding
The problem
1. Newly onboarded users are being asked what their gender, age is. However, there is no personalised experience post this step. (Example, I joined as a male profile on the app and it kept showing Yoga for women as live workshop option)
2. There are too many options thrown at the new user.
Proposed experiment
Create a single flow for the user to experience the product value prop. Do not show all the 50+ options. This single flow should be based on the health outcome a new user selected during onboarding.
Create an A/B experiment & measure if it improves ratio of number of users launching the app to attending the first class.
#2 | Referral program
The problem
There is no referral program that exists today. Atleast I couldn’t find it from the app or the website.The hypothesis
This is a network effect product (will grow by word of mouth). Referral from power users will bring new users who will have very high intent to become a power user.
Proposed experiment
Build a referral program right inside the app.
Few questions to ask while building the program.
1. Who will you ask for the referral? - Happy users?
2. What reward will you give them? - Personal sessions?
3. How will you let them brag about this on social media? - IG stories with great effects?
#3 | The upgrade to paid plan
The problem
The current product gives a 7 day free trial. It will ask you to upgrade post the trial ends. Question to ask - “Will the new user hit an AHA moment in 7 days?”. If the answer is unknown, we have a problem.
Proposed experiment (s)
Try speaking to users who upgraded post 7 days vs the ones that didn’t. This will help identify what levers are helping users to make a payment. Few of the questions to ask to get a deep dive into the free to paid funnel.
1. What is Free to Paid ratio across different marketing channels?
2. Is there a specific product users upgrade to more than others? (say, Live sessions vs On-demand content)
3. Price sensitivity on buying a monthly subscription / weekly/ daily?
4. Pricing changes by instructors?
5. There could be ton of insights from user calling.Disclaimer : I could not access a lot of paid users for this product.
That’s all on Sarva.
Enjoyed this issue?
Share it in your company slack channels, your team will get better at solving growth problems, that’s my personal promise ❤️
Insightful!
Well thought-out 👌🏻