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steadfast.

Prashant Kumar Srivastava

CAPSTONE PROJECT

FPM401 - Product Management Fundamentals

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Contents

  • Idea
  • User Interview Questions
  • User Notes
  • User Insights
  • Finalised Problem Statement
  • User Persona
  • Empathy Map
  • Value Proposition Canvas
  • Assumptions
  • MVP

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Idea

  • To curate a digital solution to help people living in Tier-2 and Tier-3 cities to be regular to their fitness regime.
  • Solve gym availability issue.
  • Make local gym and fitness club more visible in the local radius.
  • Monetize the digital application keeping in mind the average income consumer.
  • Offer Product as a Service.

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User Interview Questions

  • What is your Age group?
  • Normally at which time you prefer to go to the Gym?
  • Are you a student or a working professional?
  • Giving a reference in bird's-eye-view, what is your aim to go to the gym?
  • Thinking about your normal day, please tell us about the schedule you follow in your fitness routine?
  • Thinking about the days you missed going to the gym unwillingly, what were the reasons that you missed the gym. And how did it make you feel?
  • What are few things you love and you hate about your gym? (Tangible and Intangible)

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User Notes

  • To be fit and reduce fat in the body. To build muscles and keep me active throughout the day.
  • Gym is useful for staying active during the day. I love my body.
  • Following protein rich diet throughout the day and start my day with work , after work proceed to gym in the Evening and finishing my dinner before 7pm then go to bed at 10pm
  • Go to the gym for at least 3 days. Eat healthy food. Sleep well.
  • I miss due to physical illness or any unavoidable official work. I will try to compensate that workout during my rest day most probably.. otherwise keep myself active at home by walking 10k steps..
  • Sometimes i feel tired.
  • I like the feel and how I look after i workout and I hate the crowd in the gym.

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User Insights

  • Working Professionals.
  • Expressed problem with crowded gyms.
  • Are regular to the gym.
  • Couldn’t go to the gym because of work

schedule.

  • Feel bad and demotivated when they

miss the gym.

  • At what time they prefer to go to the

gym.

100%

95%

10%

80%

80%

80%

80%

Evening

(45%)

Morning (40%)

ATD

(15%)

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Problem Statement

On day-to-day basis a fitness enthusiast is struggling over the aspects of fixed gym membership, rigid gym timings and dynamic work hours.

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Over crowded gym are acting as fitness-goal hindrance as crowd in the gym means there are a lot of people using the same equipment simultaneously.

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Costly gym membership collectively with other aspects are having a negative impact on customer health, finances and motivation.

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User Persona

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  • This is Emma
  • Hardworking woman
  • Usually works late.
  • Started suffering health issues.
  • She joins a high-end gym.

Healthy

Happy

Money

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  • She pays a lot of money for the gym.

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  • But due to her schedule she is unable to go to gym on time.
  • Sometime also misses going to the gym unwillingly.

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  • Whenever she goes to the gym, she finds the gym crowded.
  • Which results in excessive waiting time between reps.
  • She couldn’t complete her exercises.
  • She finds herself lacking in fitness goals.
  • Which makes her sad.
  • Now she cannot change the gym because she has already paid.

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Empathy Mapping

SAY

THINK

DO

FEEL

  1. Want to get fit.
  2. Want to be regular.
  3. Want to be active throughout the day.
  4. Eat healthy.
  5. Sleep well.
  6. Miss gym due to illness.
  7. Miss gym due to busy schedule.
  8. Hate Crowded gyms.

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  1. Being regular can make them fit.
  2. Regular workout make them look good.
  3. Working out keeps them active.
  4. Healthy eating will make them fit.
  5. Missing gym will turn their previous endeavours to waste.
  6. If gym could be nearer to house it would be good.
  7. Don’t want to waste money on hefty membership and then not go to the gym.
  1. Looking for a solution they can go to the gym regularly.
  2. Want to Skip crowded gyms.
  3. Don’t want to pay for long term membership.
  1. Feeling tired after office.
  2. Having a sense of ‘loosing’ when not able to follow fitness routine.
  3. Feeling agitated from gym being crowded.

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Value Proposition Canvas

PAINS

JOBS

GAINS

PAIN Relievers

GAIN Creators

SOLUTION

  1. Rigid time for gyms.
  2. Gets no rest b/w work and workout.
  3. Feels demotivated.
  4. Have to pay gym membership in advance.
  5. Have to be in crowed gyms.
  1. Get up -> Follow morning routine.
  2. Go to work
  3. Come back from work.
  4. Go to gym/ miss the gym.
  5. Be in a crowded gym.
  6. Wait longer for reps.
  1. Can visit gym anytime they want.
  2. Only pay for the time they use the gym.
  3. Less crowded gyms.
  1. A person can go to any gym they want at anytime.
  2. Pay-as-you-go gym membership.
  3. A threshold to monitor the crowd in a gym at a given time.

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  1. A technology driven system that enables you to visit any gym in your local radius, anytime on daily basis.
  2. A listing of the local gyms showing the current crowd density in the gym
  1. An app that allows you to visit any gym in local radius just by scanning the QR code at the gate of the gym.
  2. The app also list the local gyms and the current density of crowd they are having.

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Assumptions

Desirability

    • People who are having problem in maintain regular gym regime.
    • They don’t want to workout in crowded gyms
    • They want to be regular to the gym so that they can either stay fit or could achieve Desired physique goals.
    • This is a major problem among the working folks who don’t get enough time due to dynamic work hours and rigid gym timings.
    • They either went to gym and came back with only half-work done today or they didn’t go today.
    • They are looking for a feasible solution where they can only spend for the days they went the gym and skip a crowded gym at same time.

Viability

Feasibility

Adaptability

    • Our subscriptions and commissions are based according to an average salaried individual.
    • We are putting up local gyms against big-fitness-chains.
    • This will create a social competition among the local gyms which in terms will create a eco-system where customers get the best facility.
    • Also we will be monetizing dead hours in the gym which will bring additional revenue and commission.
  • Indoor fitness market in India is said to reach 266 crore by 2027
  • Globally the market size is of 102 Billion Dollars.
  • Our Product will be monetized from two ends. One is subscription model from the customer’s end and other is commission model from gym owner’s end.
  • On a large user base we can monetize the customer data.
  • For early adapter we need to convince gym owners that this product will give them free publicity and footfall. Also they don’t require to save customer details.
  • Giving the prominent control to the customer’s hand will be the key factor
  • The challenge would be the interface from where user can buy gym points in exchange of money.
  • This exchange will be devised as a subscription model, very similar to a prepaid recharge.
  • Some legal permission and clarification would be needed as this is first-of-a-kind app.

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Minimal Viable Product(MVP)

We are trying to achieve a shift in power dynamics. We are taking the control from the hands of gym owner and giving it to the hands of customer in return compensating gym owners with easability and capital.

Hypothesis Statement- The end goal of a gym owner is getting paid for gym, venue and the equipment services. The end goal of a the customer is to not pay for the days he didn’t use gym services. He could workout in not so crowded gym and workout in any gym he want at his desired time.

Our application enables the customer to visit any gym in his local radius. He just has to reach at the gym’s gate after checking crowd density online through the application. Just scan the QR code at the gate. He will be debited with star points which will be given to the gym on the basis of their assessment( carpet area and equipment ). Customer goes in works out and leave.