How to use Lean Startup in Yoga apps

You are launched

Published in

urlaunched.com

3 min readMar 14, 2020

or YogiBirth Launched Story

About

YogiBirth, an online pregnancy🤰yoga 🧘‍♀️ studio. It reduces the risk of postnatal and postpartum depression. It is created by a midwife. YogiBirth offers online to women and their partners:

prenatal and postnatal yoga 🧘‍♂️;
meditation;

and

education classes.

💡 Idea

They are making offline Yoga classes for pregnant. For the last couple of years, it becomes, so popular that we are not able to handle this. Here is where digital can take place. And that was a moment where they reached us at. YogiBirth owners worked on PitchDeck and competitors review. Such a work was quite a great leap forward. They helped us a lot with sorting out design, feature scope, and launching strategy.

Initial Requirement

iOS & Android app
Tablet & iPad support
List of text/picture based articles
List of meditation audios
List of Video yoga lessons
Categories of the content based on Trimesters
Social & email-based logins
In-app purchases
Search
Push Notifications
Favourite lists
Custom reminders
Subscription
PromoCodes

What not to do?

For sure, there is no reason in iPad & Tablet versions, as the main aim is to validate the idea.
Based on research, we sorted out that around 60% of all people in Australia are using iPhones. What is more, we asked to launch a quiz among all their targeting audience, and it was even more — 73%. So, that’s the best option to save funds on development — cut off Android version for now.
Content lists are the main value in the app, based on this, it all should be kept.
Social login can be cut, as all users have emails.
In-app purchases were changed to subscription.
Search, Favorites, & Categories, can be cut off, as we figured out that there will be not much content (up to 20 per each list).
Push Notifications. We didn’t see a reason in this feature, at the first stage. As the main aim is to find some answers on the next questions: “ Is there a demand on the market?” and “ Are users ready to pay for such type of content? “ Once we get the answer, there is a reason for working on the Engagement part of the app.
Custom reminders, also related to “Nice to have” features, and also can be removed.
Subscription. This feature can be kept to test payable users.
PromoCodes. We don’t see a reason in such a feature for MVP app stage. It can be added later, once there are users who are ready to pay.

After approving the changed scope of work, we moved forward.

Wireframes

and after all these were converted into:

Result

Yes, this app found its Innovators with the help of SMM and references. But real income lays in Early Majority, and that’s where the path they worked on. So, that’s what we did: iOS app & Landing Page.

Scale

Tom & Laura started to reach enterprises, to sell Gift cards. Yes, the pricing were not so big and it is not a recurring payment, but it was used Promotion. The more people are using your app the more they are talking about it. And that’s was a key. Android App.