Targets, Principles, and Brand. Preliminary Thoughts (“homework” for 12/15 AG meeting). Target Customer. Lisa’s thoughts:
(“homework” for 12/15 AG meeting)
A)Fulfillment seekers who get satisfaction with an exercise plan they can stick to, requires little thinking and ultimately provides a better self-concept through RESULTS.
1a) Possible Demo: Employees of large corporations who travel (22-65, 35K-100K, college optional)
Why? Easy to transport. Business expense. All user needs is a small space and 10-60 minutes. No equipment.
B) Curious life explorers whose joy comes from discovering and sharing new ways to move.
1b) Possible Demo: Zen masters of movement. Teachers. Health Club Trainers/Leaders.
Why? Use of Smart Moves as a teaching tool for classes. Utilize additional product lines for single users in an "at home" environment. Viral marketing tactic if teachers lead groups.
C) Determined and highly trained athletes and former athletes who are looking for a form of functional training to guide them as they age or recover from injuries.
1c) Possible Demo: Athletes who were always told what to do and cannot create a workout on their own. Want to maintain movement in the name of health. (age 25-55, 55K-150K, college optional)
Why? Easy to do. Workouts are right there. All user needs is a small space and 10-60 minutes. No equipment.
High Correlation Attributes:
Honest, unpretentious, real: Smart Moves is not a gimmick. Real training. Real results. Really easy.
Approachable, joyful, genuine, passionate: Smart moves is for anyone and it doesn't take a D1 athlete to do lunges, push ups or dying bugs.
Knowledgeable, innovative, trustworthy: Smart Moves is not a gimmick. Smart Moves is good for your mind and your body. Smart Moves' shepherd, Steve Myrland is the guru.
Simplistic, mindful, productive, calm: Smart Moves will prepare your body for functional moves that will further aging gracefully.
Retail Pentagon: Keys: Authority, Quality
Othr: Location, Price, Assortment
Smart Moves will be flexible enough to function how users need to use it and where users need to use it. What does this mean? Users require various ways to utilize Smart Moves: Print Outs, DVD, Mobile Download, Subscription, etc.
Smart Moves will be patient and consider a test market in order to understand possible flaws or greater gains BEFORE launching to the mass market.
Smart Moves will outline sales goals in order to ensure progress and growth.
Smart Moves as a brand will need to provide MORE than just exercise routines. IDEAS: Healthy eating tips. Ways to monitor progress. A platform for people to learn more about WHY Steve does the things he does. If you want to be fit and healthy, do what fit and healthy people do. Steve is a model.