Opportunity Execution Project

Fundamental Problem

Health care industry and fitness industry has really been ignoredin the Latin-American market. México has the second place inobesity index and diabetes, just after US. On this market thereare many products and services offered on the market; from gymand communities that work out, to nutritionist and mobile appsthat help you keep control of how you eat. But none the less,there is no direct solution for the problem that seems to attackevery person in different ways: lack of focus and positiveactivities that aim to a better lifestyle.

Fundamental Problem

There are many, too many people using Internet andSmartphone. The tool of mobile application allows the opportunity of creating a direct contact with user/customers andthe development of a personal learning process of the basicaspects of a complete human being: health in mind, health inbody.

ProductBe Alpha is a platform to nurture your life by synchronizing yourself: body and mind.

Be Alpha guides you through to make your own path to a balanced lifestyle, direct you in the quest of your best self possible. With 9 years of experience on the fitness field and two years as a personal consultant I noticed that what really works for people in order to make them feel healthier and improving their lifestyle was on the attention to the details. Those details that they have not known about or they don’t have a system or method to improve them and implementing them in their daily activities. In the development of this course and thanks to customer’s feedback came the idea of making it dynamic and interactive. With gamification as learning process that develops through time to a known and reachable the goal. Then is up to every person’s own power of will and motivation to reach the goal sooner or later.

Business ModelBe Alpha intends to provide the service of improving customer’s lifestyle by using the mobile application and the interaction on the website community. Once a member customer begins an own session by uploading daily activities and actual habits, fill up a questionnaire to know about health and fitness spectrum and start with the gamification of life. Then the website provides a personal journal activity displaying activity organization and optimal ordering of meals through the day. There’s a section with important and veridical information about food and health. Also there is a section with routines and workouts with video for every kind of person who wants to begin exercising; from yoga lessons to plyometrics from which you select the ones and get them in your journal. Then the mobile application comes in reminding those details through the day; every day, every week, every month. In the right track, on each own quest or the self.

Business ModelThen users become attached with a service that does so much for them, as they begin to notice benefits from using the mobile application and find a new use to the smartphone. A real function that gives the merit of being called a smartphone, one that does accomplish the goal of making your life better in one or many possible ways. Who are possible users? Latin-American market seems shy if there is such service that aspires on doing so much for people. Language barrier then seems absurd and users are limitless. To do so Be Alpha need key partnerships to accomplish such amazing goals. Most important are customers to gain insight of the final product’s job on the field and improving the service. Then the kind of partners that takes Be Alpha’s services to the roof on scales of population: Facebook, Google and other known massive media networks. These partners also work as channels to reach the maximum market. How does Be Alpha profit? From the Mobile Application download, Advertisement on website and Sponsorships that are empathic with Be Alpha’s ethic and goals.

TeamAt the beginning of this course a friend and I decided to sign on it and go through it all with a good idea of our own. After the first assignment wedecided to go as a two partner team because it seemed better to moveforward with the idea. Some days before the assignment on the Lo-Fiprototype he decided to drop out because he didn’t feel as attached to thestartup idea as I was, so after a good talk I was on my own.The idea had been developing for the last two years. That’s the time that Ihave been working as a Personal Trainer and Consultant. The thought ofmaking a website and application began when I realized that I had somethingto provide to people that somehow helps and motivates them to take a path to abetter way of living, to a happier life. The idea had been developing for the lasttwo years until my friend told me about this online course of Stanford University,and ever since it has taken shape and is a palpable reality, not only a blurry drafton my mind. Business Model has not changed from the beginning but evolved. Bydoing so the idea has been shaped to a better final product.

Marketing• Have you done experiments? Yes, right now the first experiment has finished and

the results from it will be of the most importance in aspects of the service and the interface of the service. Experiment 2 will run once the High-Fidelity Prototype is open for public use.

• Calculate your cost of user acquisition. Experiment 1 was about going out there and offer the product on the most basic and rustic manner: sending the information to their email and using customer’s Smartphone to do the journal service.

• How much did you have to spend on each marketing campaign to get a single customer to buy? From 18 people interested in the product, 9 were willing to pay, so just but letting possible customers about the services seems enough to make them want to try it.

• Does your marketing campaigns are generated based on insights of what might work for customers? The experiment I was intended to optimize the final service and then go public and viral. Not going big and then realize that the final product did not deliver expected results. It’s a process by which experiment 1 was a key step. Now the product known to work and experiment 2 will run with marketing campaign 1.

Distribution• The product will be distributed through the web. Distribution

channels will have minimal cost on local campaign but will cost up to $1,000dlls/month for web advertisement.

• Facebook is the most important distribution partner because is the best way to reach customers. Local gyms are also important for direct marketing.

• The product will be sold on the website but will be linked to the website with marketing on distribution partners.

• The best way to set a distribution network is follow experiments until the product is ready to hit the biggest market (Facebook users).

Revenue ModelCustomers will pay with credit or debit card on the website. They arewilling to pay up to 10 dollars according to face-to-face interviews. Theone payment model is better than the subscription one. After sometime there will be updates and people will pay for them to improve theservice they are getting. For advertising on the page there are somelocal restaurant and gyms interested on advertisement space on thewebsite. Gyms usually pay with marketing and restaurants are willingto pay up to 300 dollars per month. I need to have at least 1,000 usersfor gyms and restaurant to be interested on advertising AND paying.Other way to charge for the service is with a direct contact in case ofin-town customers who want a better service. In that case thepayment will be on cash, plus it will have more personal consultant services.That’s the way I’ve been working and the system just improves the populationreach and efficiency of the service.

Low Fidelity Prototype

On the next slides there will be shown a basic form of what is expected to be created on the

final product. With much more friendlyappearance and a better dynamic on it’s usage.