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Presentation Overview

Sukhi provides innovative digital wellness solutions aimed at enhancing workplace well-being, fostering positive company culture, and boosting work performance.

To improve its position in the competitive market, Sukhi sought insights into the competitive landscape, key differentiators, and value proposition. This presentation provides an analysis of Sukhi’s competition, key competitive factors, mild spectrum/ Preventive Market learnings, and a SWOT analysis to highlight areas of Opportunities.

This presentation outlines key recommendations to expand the content library, customize user journeys, and enhance community building. Additionally, it emphasizes the importance of cultural relevancy, affordability, and data-driven insights for improving Sukhi's offerings.

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Agenda

Competitor Identification (mild/medium/complex) spectrum
Some top features of the preventive digital wellness platforms
Competitive Factors
Some key learnings from competitors
Key considerations for EAPs/Brokers while choosing Mental Wellness platforms
SWOT Analysis
Recommendations

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Key Competitors in the preventive mental wellness Category – Mild Spectrum

Headspace B2B
Calm
Happify
Sanvello
Moodkit

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Top Features of preventive digital wellness apps

Headspace	Calm	Happify	Sanvello	Moodkit
Brand recognition – Widely recognized as the best known DMH platform.	Users can start their day with the Daily Calm, a short mindfulness meditation session that helps them set a positive intention and cultivate mindfulness throughout the day.	Has quick activities that range from 5-15 minutes make it easy to fit into any schedule.	CBT-based journals, mindfulness exercises and daily reminders for users to log their moods, meditate, or go to sleep.	With over 200 CBT-based, mood-boosting activities, Moodkit well as an interface between therapy sessions to track user’s mood, behavior, and thinking patterns.
Large content library developed by experts, both beginner and advanced users. Podcasts, guided meditations, exercise tutorial to breathing exercises.	Large content library - meditations, sleep stories, breath exercises, movement practices, music, soundscapes, mindfulness lessons.	Learning “Tracks”(journeys) journals, and activities include various notes about the science and psychology behind why they work.	Rated one of best for Stress relief, Sanvello Offers mood tracking, self-care tools, coaching, therapy.	Ability to export mood charts and notes.
User experience – simple, aesthetically pleasing, intuitive UI that allows for easy navigation.	Sticks to time commitment – 90 seconds- 30 minutes offering.	Happify introduces positive psychology and cognitive behavioral therapy (CBT) through games, exercises, and journaling tools.	Most known for app’s targeted guided journey, that are designed to address specific mental health concerns or goals.	Customizable journal with different available templates
Scientific validation – Hundreds of well-researched articles; 50+ studies published and 55+ in progress.	Science-backed content. The Calm Science team tries to research and include evidence-based content across the app.	Presence of an online community tab. Users can see featured posts of the day, posts the user is following, and group topics the app supports	Access to therapy through AbleTo.	Integrates into ios calendar.
Kid friendly and family friendly Options.	Kid and family friendly options	Personalization: Science-based assessments and gamification to understand users' current emotional states, strengths, and areas for improvement.	Community message boards and chat groups - safe spaces and are monitored for concerning behavior.	Users’ community on Facebook
Pricing - $69.99/year or $12.99/month	7-Day Free Trial then $69.99 billed annually, cancel anytime	$139.99 annually	No free trial, $53.99 per year	One-time fee of $4.99. No other in-app purchases or subscription costs.

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Competitive Factors

Some of the key competitive factors of top preventive B2B digital mental wellness platforms include:

Quality of Content and Services
User Experience
Brand Recognition and Trust
Scientific Validation
Pricing and Affordability
Partnerships and Collaboration
Customer Support and Engagement
Market Reach
Regulatory Compliance and Privacy

Other qualitative factors to consider include:

Microlearning
Language aspect
Cultural Relevancy
Customization and Personalization

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Key Learnings from Competitors

Large content library – diverse offerings across multiple areas
Science-based content builds confidence.
Short duration content is important. So is building content that spans different time durations.
Simple, intuitive, often-guided, customer experience.
Building a sense of community can help.
Free trial is important (B2C only)
Access to daily practices – Mood check/ gratitude journal/ daily piece of wisdom etc.
Judgement occurs within few days of interacting with the app. First impressions matter a lot.

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Key considerations for EAPs/Brokers while choosing Mental Wellness platforms

Targeted outreach campaigns must be there without overloading/confusing employees – to build awareness and interest.
On-demand responses, including live points of contact, to help guide users.
Microlearning opportunity to build a knowledge
Full spectrum solution; starting with prevention and early intervention, to support, treatment and resilience.
Provider accessibility – for example, therapists should be able to readily accept new clients.
Clear navigation to various resources; end-to-end support
Managers need to be trained to act as the first line of response to guide employees
Affordability for employers
Vendors should be able to provide maximum data to employers – usage, participation, outcomes, etc

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Mental wellness Apps – Medium to Complex Spectrum

Talkspace - Connects users with licensed therapists and counselors for online therapy and counseling services. Through the Talkspace app or website, users can communicate with their therapist via text, audio, or video messages
Springhealth - Personalized care options - therapy and medication management, based on comprehensive assessments. Employers can utilize Spring Health to support the mental well-being of their workforce through care navigation, data analytics, and integration with benefits programs.
Lyra - Provides employers with access to mental health professionals and a range of support services, including coaching, crisis support and emergencies.
Better Help – Offers unlimited messaging, live sessions, scheduled appointments, and progress tracking with licensed therapists. Users can also access journaling tools, worksheets, group webinars, and a support network for additional guidance and encouragement in their mental health journey.
Modern Health - Provides comprehensive support to meet users where they are on the mental health spectrum, whether they need clinical intervention for mental health conditions or proactive strategies for improving overall well-being.

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Sukhi – Identifying competitive advantages/ differentiating factors

What value does our company offer that competitors do not offer?
What is unique about our company and product that cannot be found anywhere else?
What leads our customers to purchase our product?
What is the best aspect of our product?

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SWOT Analysis of Sukhi

Strengths

Weaknesses

Opportunities

Threats

Diversity of content – many wellness areas are covered.
Micro-learning content.
Digital platform allows for global reach and to rapidly scale up with audience growth
Some scientifically Validated articles, facts(?)

Cultural relevance and Diversity are not evident
Size of content library (70 videos max?)
No community building element
No Daily task list (no stickiness, why should I come back? )
Non-availability of direct interaction with therapists and coaches
No interactivity –need for personalized feedback
Doubling down on Privacy?
Highly competitive market, limiting the ability for differentiation
Limited Awareness

Potential for the platform to be more customized. (For eg: survey at the beginning of or midway through journey to help customize what content to see. If sleep – what causes the lack of sleep – is it stress, sudden grief, insomnia etc)
Partnerships with healthcare providers, fitness and wellness brands and provide cobranded experiences, podcast network, celebrity wellness experts in the B2B space,
Can diversify product offering to include focus areas
Capitalize on the rapidly growing corporate wellness market

Lack of a differentiation strategy or barriers to entry
Technological Disruptions: Rapid advancements in technology, such as AI, virtual reality, or wearables, could disrupt the mental wellness market and change user preferences or behavior. Need to stay ahead
Larger, more established, platforms can use economies of scale to outcompete on pricing and to keep gaining users at a much faster pace

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Recommendations

Expand the content library covering multiple focus areas based on what target audience wants - Mental Health and Mindfulness, Sleep Improvement, stress management, anxiety reduction etc
Differentiate content using cultural relevancy ?
Make Journeys more customized based on questions about the nature of issues faced by the user (for eg: why he/she is not able to sleep?)
Direct guidance/on-demand resources; points of contact/providers should be responsive
Navigation should be simple and intuitive
Affordability/pricing
Building a sense of community and daily routines
Explore niche needs and solutions not covered by competitors
Create unique IP(point of view, white papers, practices) and emphasize the scientific basis for our solutions
Manager Feedback and Training: Work with managers and supervisors to understand needs of their employees and help them support the mental health and well-being of their teams.
Provide Data analytics and Reporting - This may include utilization rates, outcomes data, and trends over time, allowing employers to make informed decisions about their mental health benefits programs.