Karate Health Pre-Turkey Catch Up
Where have we been? What’s new? What’s next?
It seems like just yesterday Arif and I were walking the summer streets of New York — sweating through teeshirts on our way to the Entrepreneur’s Roundtable Accelerator headquarters on Fashion Ave. The summer saw the rapid growth of Karate Health including the launch of Karate Health on:
As we neared completion of the accelerator, we had learned a lot about digital health and direct-to-consumer products in the health space. First, having a brand name can help with user acquisition — though offering a clear statement of the app’s benefit can offset this. This is particularly the case when competitors are not ubiquitous or truly well-known. At ERA, we developed the investor pitch and our elevator pitch. These aren’t enough in a world of digital marketing and user acquisition. We had to develop essentially a Google AdWords pitch. Directed to users, with limited characters, how can you convey the WOW factor? If you can’t, you’ll get scrolled over.
The next big thing we learned is what every game developer knows: retention is key. Karate Health had an advantage over the next wave of Flappy Bird-ers though, and it related back to our AdWords pitch. The value should have been clear to the potential user before they downloaded the app. Clicks are expensive — and wasting clicks on non-interested parties is a sure way to burn through a budget.
Our retention playbook could be broken down to this:
- Ensure ads targeted only the right users
- Minimize instructional screens before the app can be used
- Offload as much account setup as possible
- Get users excited (to the wow moment) as fast as possible
- Find multiple means of reengagement
Now, there are tons of articles about all of these steps and none of them are genius on their own. They do develop a funnel that gives you the best opportunity to show your users what is awesome about your product as many times as possible. In many ways, that’s the key to rentention. Are we optimized? No way. The overwhelming part of startup life is you could put together a team to do each of these tasks.
For those of you building products, I’d suggest starting with making it as easy as possible for people to see what’s great about what you’re building. For us, we’ve found that people want to either:
- Find a question that they have that already has responses; OR
- Find a question that doesn’t have responses that they can answer
Optimizing for this is obviously difficult because we can’t know about each user. We can are hoping to expand on some of that optimization in the future. But, in short, there are a lot of ways to generate hypotheses about what type of content will resonate and sometimes that means looking beyond what exists on-platform.
With the summer all wrapped up and the cold setting in, we are back in DC. Nothing to do but hunker down, stay warm, and keep working hard.
Are you in or around DC? Hit us up!