image of an office collaboration scene (for a mobility and transportation)

Strategic iterations

2020's pandemic put a stop to our fully in-person catalog and forced us to pivot.

End users had shown great KPIs (6k MAUs, 60% enrollment rate and 10.4 sessions/month).

The company wasn't acquiring corporate clients fast enough: 8-month runway.

The task

I had to redefine our business model and value proposition, to not only navigate through the pandemic, but also reach profitable growth sooner.

Key Results:
- Business continuity during the pandemic
- 2x our breakeven point
- Solutions implemented in -3 months (6-mo runway)

Actions taken

Assessment: Given the fact that the DTC App had a great performance, I deep dived into our corporate clients pains and jobs to be done.

HR representatives loved our value proposition, based on diversity, engagement, and data reporting.
On the other hand, CFOs and COOs perceived HR benefits as a cost driver, adding friction to deals.
Multinational employers had no decision-making over benefits, but had ownership over health plans.
Competitors seemed to be adding pandemic-support services as a benefit.

Hypotheses:

HR departments are underfunded and only a small percentage were actually willing to invest on employee wellbeing, unless it was included as a Health Plan or broker benefit.
Health Plans would be naturally interested in Fitverz, in order to solve 2 real problems:
- Reducing beneficiaries health risks through preventive care.
- Differentiate from other health plans in a highly competitive market.

Customer discovery: Conducted exploratory interviews with current customers, HR associations, and Health Plan executives (Chief Medical Officer & VP of Sales).

Health Plan's Medical vertical wasn't able to corelate Fitverz data with medical outcomes.
Their commercial branch immediately showed interest in a competitive advantage.
The future of the direct-to-employer model was unclear due to pandemic budget allocations.

Proposed solutions:

Client pivot: While end users remained the same, we would target Health Plans as our main client. Specifically, we would tailor our product to their commercial branch.
New roadmap: The following projects were implemented between May and August of 2020:
- Developed a white-label interface that could be embedded into Health Plans proprietary apps (API).
- Integrated with Health Risk Assessment software to enable additional benefits as an incentive.
- Added corporate policies and security measures for HIPAA compliance.
- Offered live classes and recorded 2,000 sessions to make our benefit available from home.

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Mid-term additions:

Enabled capabilities for marketing teams: Featured content, event booking, and benefit cross-promotion.
Integrated with reward systems to incentivize users with point-redeeming catalogs.