Product of the week | Sarva

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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 :)

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Product of the week | Sarva

Sarva | app store page

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.

1. 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.

2. Everyone wants to get fit (no exceptions) but very few have the motivation & systems in place to make sure they stick to a routine.

3. Users failed to understand expected AHA moment, atleast from the app.

4. 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.

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