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intro: keep calm and scroll on
In our constantly changing world, anxiety, depression, and sleep disorders have steadily risen. According to the CDC, 50% of all people experience a mental health crisis at some point in their lives. Nearly one in four Americans are currently on prescription medication for mental health issues.
Although therapy is more commonplace now than ever, many people do not have the means or time to access quality help. There are numerous apps that address anxiety, sleep, and therapy, but many seem limited in scope and variety of content. Others are too steep in price for many to warrant a monthly subscription..
Although therapy is more commonplace now than ever, many people do not have the means or time to access quality help. There are numerous apps that address anxiety, sleep, and therapy, but many seem limited in scope and variety of content. Others are too steep in price for many to warrant a monthly subscription..
competitive analysis and market research: CVR discrepancy
120 million(Calm) and 65 million(Headspace) people have downloaded these apps as of 2021. Both apps have seen a steady rise in usage, downloads, and revenue, with Calm seeing a greater revenue increase.
Both Headspace and Calm have a 3% and 4% CVR respectively post free trial. App store CVR in 2022 for health, fitness, and lifestyle averages between 37-43% and 10-39% for Google Play.
Why the discrepancy and why was Calm performing better?
Both Headspace and Calm have a 3% and 4% CVR respectively post free trial. App store CVR in 2022 for health, fitness, and lifestyle averages between 37-43% and 10-39% for Google Play.
Why the discrepancy and why was Calm performing better?
opportunites for improvement
A study of Reddit, review sites, and interviews with users revealed the following pain points.
- Limited content
- Lack of customization
- Poor navigation
- Limited options within the subscription services
- Preference for calm due to sleep stories and better content
- Limited content
- Lack of customization
- Poor navigation
- Limited options within the subscription services
- Preference for calm due to sleep stories and better content
increased content with better organization
Most comments about either app discussed users’ affinity for certain teachers and voices, with majority of users commenting on sleep stories.
Hooba incorporates UGC to satisfy a wider range of tastes. In addition, the model will allow for global distribution since language will not be a limiting factor for content.
Hooba incorporates UGC to satisfy a wider range of tastes. In addition, the model will allow for global distribution since language will not be a limiting factor for content.
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tiered membership
Numerous comments on Reddit were from users looking to get in on a family plan. A limited number of users found value in the paid service while the majority seemed willing to opt in at a monthly rate below $5.
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emphasis as audio player
Since the experience is primarily auditory, the app will be set up like a music player, with users having the ability to organize playlists based on teachers, genres, and favorites.
The app will include options to add different types of background music and sounds with separate volume controls for vocal tracks and background sounds.
The app will include options to add different types of background music and sounds with separate volume controls for vocal tracks and background sounds.