Helping Fairfax Media better understand their BodyPass platform to make informed decisions.
We were engaged by the GM of Digital for Life Style, Media and Events to assess the health and growth potential of the BodyPass product.
The opportunity
Fairfax wanted to understand the viability of BodyPass and explore ways to increase its profitability. The subscription-based product provided access to gyms, fitness studios and fitness-related activities; however, there wasn't a mobile presence. Before investing in mobile, they wanted to make sure they had product market-fit.
The solution
We provided Fairfax with immediately actionable recommendations based on analysis using Data Science and Lean UX techniques. These techniques allowed us to make hypothetical adjustments of pricing and subscription models to understand options in maximising profit.
Our Expertise.
Services
Data analytics
Research
User testing
Technologies
R Studio
What we did.
Discovery
We analysed all membership behaviour and established behavioural cohorts to make predictions about product growth. We then interviewed studios to gain a better understanding of their interaction with the platform and BodyPass customers to understand how they were using the platform.
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Product Strategy
The recommendations were a blend of tactical steps and longer-term strategic actions. These included:
- Product changes to increase profitability
- Identifying ‘Bad behaviour’ customers to remove
- How to align marketing budget towards high profit segments
- How to structure the business to match the operating cost profile to product revenue
