Ola Ka Ola
Ola Ka Ola is a wellness solution for mature women.
The program that makes you stronger with less pain and minimal effort, offering short group sessions from the comfort of your home, tailored to your body's needs.
Achievements:
-
Secured $500K in funding from angel investors on a company valuation of $2M
-
Led the company through a strategic shift from a marketplace to a subscription-based model based on quantitative research and analytical methodology, which led to achieving 25% quarterly growth
-
Serving 10K monthly subscribers with only 1.7% monthly churn rate
My Roles
Founder, Head of Product
-
Manage and lead the end-to-end development of 2 B2C wellness products, including a B2C subscription-based online wellness product for women and a unique marketplace wellness product that connects trainers and trainees worldwide. (Developed the B2C online wellness product MVP in 3 months through customer interviews, data analysis, and prioritized requirements, ensuring the best solution for women's health.
-
Lead the G2M strategy for all products by managing the social media channels, ad accounts (FB, Google), events, partnerships and collaborations.
-
Manage the Product Roadmap for the marketplace and the subscription-based products by prioritizing requirements and incorporating users stories to align strategic goals with development milestones.
-
Implement Voice of Customer initiatives by deploying surveys, customer interviews to gather valuable insights for customer satisfaction and product performance.
-
Adopt Agile methodologies by fostering cross-functional collaboration and iterative planning to ensure a responsive and customer-centric product development process.
-
Recruit and lead a team of 15 professionals, including engineers, product designers, product marketers, and health service providers, who provide daily services.
Customers Challenges
01
No Available Guidance
The feminine body needs special attention especially as women get older. The lack of available and practical guidance how to work on maitaining a healthy body as we age, makes it difficult for women to stay healthy and more than 65% of women suffer from health isuues such as diabetes, osteoporosis and mire, that can be prevented by maintaining healthy habits.
02
Too Complicated to Stay Active
Mature women are busy with work, kids, home duties and so much more. Going to the gym or the studio takes too much effort, time, and preparation. Therefore they don't stay committed to their fitness journey and drop off from most of the plans they sign up for.
03
Lack of Community of Like-Minded Women
After conducting more than 100 interviews, one of the major reasons women don't stay consistent in their health journey is the lack of community of women they can relate to. A community they can share they struggles and accomplishments and to get encouraged.
04
Too Expensive
Gym and studio memberships can be very expensive (between $50 to $500). Mature women have tried many solution like those memberships in the past and failed, they don't want to feel that failure again and to pay so much money for it as well.
Who Is It For?
Women in their 40's, 50's, 60's and beyond who want to live a healthier and better life, with minimal effort and less pain under constrains of their busy schedule.
Christine Melhourn
The busy woman (Christine) was prioritized to the MVP, as we find that her needs and pain points are mostly common in women over 40 (a significant market segment) , and they align perfectly with our main mission to provide doable and quick workouts designed for the changing body of women over 40.
.png)
Maura Donovan Hunter
The lonely and unconfident woman (Maura) was prioritized to the MMP, as our goal is to create the sense of belonging by building a strong community of women over 40 that support and encourage one another in order for them to stay engaged and committed to their journey.
.png)
Sarah Mohamed
The busy woman (Sarah) that suffers from specific issues that are very common for women over 40 because of the changes in their body's needs, was prioritized to the Launch phase, we we are planning to add specific programs that target specific issues for women over 40. This is not one of the critical features but will make our program an holistic solution once we add them.
.png)
Customer Journey
.png)
Features Prioritization
.png)
We have been using RICE framework to prioritize the feature development for Ola Ka Ola
Based on the scores of each feature and the mission of Ola Ka Ola, we've decided to include these feature in each stage:
MVP
-
Create an account - sign up through FB/Google/username and password, adding personal information
-
On-demand classes - Integration to Vimeo, framework for uploading an on-demand video, choosing criteria for each video, adding filtering options for search purposes
-
Live (real-time classes) - Integration to Zoom, register for a class, unregister for a class
MMP
-
Communications features - Ola Ka Ola inbox to communicate with Ola Ka Ola team of instructors and between the members
-
Updates announcements - Building the infrastructure for the implementor to add updates on a weekly basis, design the updates section
Launch:
-
Special program designed for women over 40 - Nutrition component, infrastructure for the implementor to add programs
* Regarding the feature of developing a unique hosting platform for Ola Ka Ola - we've decided not to continue with that feature as its impact is very low (we won't have a competitive advantage over Zoom and the efforts are high). We built an integration to Zoom and so far we're satisfied.
User Stories
As a busy woman, I need quick and effective workouts with minimal efforts so I can fit them into my crazy schedule.
Functionality:
The platform should provide an easy access to the classes.
The platform should provide a quick search tool for classes.
Reliability:
The platform should be available 24/7 with no more than 5 seconds to upload a video/connect to a live class.
As a woman who have tried so many wellness programs before and failed, I need connect and communicate with like-minded women so I can stay engaged and committed to my journey.
Functionality:
The platform should provide an easy way for the members to connect with one another, offline and online during the live classes.
As a woman who suffer from back pain (there are many other issues and to each issue there is a special program), I need well-structured guidance, so I can take care of my pain in the right way without harming myself.
Functionality:
The platform should provide a generic structured tool to add special programs, so the implementation team will be able to add programs to the platform by demand.
Risks
-
Technical Issues:
-
Issues with third parties, such as Zoom (where the streaming services don't work therefore we can't host live sessions)
-
Glitches in our core system, members can't log-in and use the program.
-
-
Data Security and Privacy:
-
Handling sensitive health information requires robust security measures to protect user privacy.
-
-
Health Risks:
-
Users may experience physical discomfort or injury if the workout routines are not designed or performed correctly.
-
-
User Engagement:
-
Difficulty in maintaining consistent user engagement over time.
-
Users may lose interest, affecting the long-term success of the platform.
-
-
Competition:
-
The health and wellness industry is competitive, and Ola Ka Ola may face challenges in differentiating itself from competitors.
-
-
Adoption and Retention:
-
Convincing users to adopt a new wellness routine and retaining them over the long term is challenging.
-
Mitigations
-
Technical Issues:
-
Perform regular system testing, make sure the on-demand service is available to cover the scenario that no live sessions are available.
-
Invest in reliable hosting and infrastructure, make sure we have a way to connect with the members if the system is down. (emails + messages on the website hosted by Wix).
-
-
Data Security and Privacy:
-
Comply with data protection regulations, and educate users on privacy settings and options.
-
-
Health Risks:
-
Provide clear instructions, warnings, and disclaimers. Include beginner-friendly options and recommend consulting with a healthcare professional before starting the program.
-
-
User Engagement:
-
Offer diverse and engaging content, introduce challenges, and maintain regular communication with users through newsletters, messages, and FB group.
-
-
Competition:
-
Conducted market research to identify challenges that lack a solution (this is why we concentrate on women over 40), and differentiate the product through features (real-time experience), and user experience.
-
-
Adoption and Retention:
-
Provide onboarding support, when a member joins us she always talks with one of our teammates, and create a strong community where members can share their experiences and motivate each other.
-
The Business Model Canvas
The Solution - One-Stop Wellness Hub for Mature Women From the Comfort of Their Home
What We Offer
01
Short Live (Real time) Sessions
Where you meet like-minded women you communicate with to keep you engaged and committed
02
On-demand option that you can follow on your own time and pace in case you can't join the live sessions, available for you 24/7
03
Special programs designed for the specific needs of women int heir 40's, 50's, 60's and beyond
04
Specail events and seminars to create the community of strong mature women that work on staying active and live healthier lives together
A Sneak Peek At Ola Ka Ola
Product Gallery
Product Roadmap
KPI's
1
Conversion
No. of new monthly subscribers
Achievement: An average of 10% new monthly subscribers
2
Engagement
Percentage of DAU using the program our of existing members:
-
Participating in a live-session
-
Taking an on-demand session
-
Read posts on the platform
-
Engage with our members on our FB group
Achievement: An average of 38% active members on Ola Ka Ola platform
3
Churn Rate
The percentage of members that cancel their subscription during a month.
Achievement: An average of only 3% churn rate (monthly)
Go to Market Strategy
Lead the Go to Market Strategy of Ola Ka Ola.
Partnerships with Third Parties
Social Media Ads
Building marketing materials, improving SEO, working on new partnerships with third parties and with Ola Ka Ola's cross-functional marketing team
Own the FB and Google ads account, deep experience in Google analytics, A/B testings and data analysis
Events
Hosting in-person and online events to build the awareness for Ola Ka Ola among mature women