This was discussed at "Product Workshop - Mobile Growth & Monetisation" conducted by HelloMeets at Zetaux's office in Bengaluru. Speaker & Presentation by: Anjan Bhojaraj, Head of Product for HealthifyMe - He led Growth and Monetization verticals for 1.5 years at HealthifyMe before taking over as Head of Product -Anjan has over 10 years of experience across Mobile Apps and R&D having worked at companies like Motorola Solutions & Cognizant Presentation includes: -Growth Trajectory from 3,000,000 users in 2017 to 8,000,000 in 2018 with 4 revenue making verticals led by 6 PMs & 40 engineers How Healthifyme launched the following products: -HealthifyMe Insights - Leading to increase in engagement -Ria - World's first AI wellness coach - Leading to increase in retention/engagement -Content feeds - Leading to increased session time

1. Product @ HealthifyMe
Anjan Bhojarajan
Head of Products

2. Who are we?
India’s most loved Health and
Wellness app

3. Who are we?
India’s most loved Health and
Wellness app

4. Who are we?
The only Indian calorie counter with
80,000+ foods

5. Who are we?
Access to over 300 coaches across
India and rest of the world

6. 2017
200 Million
Foods + Workouts +
Glasses Tracked
8 Million
Messages exchanged

7. Today
650 Million
Foods + Workouts +
Glasses Tracked
18 Million
Messages exchanged
500 K
Likes + Comments
51%
Messages exchanged
by Ria

8. Shivani Dhamija
After my second pregnancy, I lost hope of
being as beautiful as I once used to be.
HealthifyMe changed my perception and
appearance.
BEFORE AFTER
Shivani Lost 11 Kg

9. Sajeev Saraswathy
From being a HealthifyMe Client who lost
30 kg in a year, to becoming a
HealthifyMe Fitness Coach, my life has
come a full circle.
BEFORE AFTER

10. Veena Menon
My Coaches Ritu and Meenakshi are the best
things that have happened to me. With
HealthifyMe, I got the ability to play with my
child again and lost 20 kg.
BEFORE AFTER

11. Healthified 50+ Companies

12. Creating Impact on a Global
Scale

15. Expanding to New Verticals

16. Eat Better
50 Partners 450 SKU
Nutritionally
Balanced
Good for You

17. Self Learning
Diet Plan
Ria
Micro Nutrient
Tracking
Insights
Smart Plan

18. Problem Statement:
How do we manage to do it?
4 revenue making verticals that will define our existence
6 product managers
40 engineers

19. Problem Statement:
How do we manage to do it?
4 revenue making verticals that will define our existence
6 product managers
40 engineers
Too much to be done. Too few resources. Too little time.

20. Prioritization, prioritization,
prioritization

21. Our Rubric
We never shoot down ideas.

22. Our Rubric
We never shoot down ideas.
But, we follow THE RUBRIC

23. Our Rubric
We never shoot down ideas.
But, we follow THE RUBRIC

24. Our Rubric

25. Our Rubric
Low High High

26. Our Rubric
Easy

27. Slightly
Difficult
Our Rubric
Easy

28. Slightly
Difficult
Our Rubric
Very
Difficult
Easy

29. Probability of Success
Find data to strengthen your decision

30. Probability of Success
Find data to strengthen your decision
Find a proxy!

31. Probability of Success
Find data to strengthen your decision
Find a proxy!
But, what if you don’t have any of these?
How do you back your next innovation?

32. Probability of Success
Experiment.

33. What is an experiment?
Under 5 days of Dev Time
We measure the opportunity cost
We have a strict deadline and milestone defined

34. Fail Fast
Limited Dev time + Strict Deadlines = Faster Learning
As long as we know what we are losing out on, we are okay
with failure.

35. Case Studies

36. Launching Feeds
The need:
Increase in Session Time/Shareability/
Social Engagement

37. Launching Feeds
What was the product?
Content delivery on the app

38. Launching Feeds
? ? High

39. Launching Feeds
Low
(Use of
Firebase)
? High

40. Launching Feeds
Experiment.

41. Launching Feeds
Impact: Longer Session Time & Higher Engagement

42. Launching Feeds
Final Launch

43. Launching Feeds
Impact: 500k Likes + Comments

44. Launching Feeds
Other Impact: FMCG Partnerships

45. Launching Smart Plans
Need: Affordable plans

46. Launching Smart Plans
Need: Affordable plans & Low cost to org.

47. Launching Smart Plans
Need: Affordable Diet Plans & Low cost to org.

48. Launching Smart Plans
Need: Automated Diet Plans

49. Launching Smart Plans
Need: Automated Diet Plans & Motivation

50. What was the product?
Self Learning
Diet Plan
Launching Smart Plans

51. What was the product?
Self Learning
Diet Plan
A Virtual
Coach
Insights
Launching Smart Plans

52. Launching Smart Plans
Very High ? High

53. Launching Smart Plans
Very High ? High
Low High High

54. Ria 1.0
500 Million
Food / Workout / Messages
Self Sustaining
Business Model
Assisted Learning
Self Improving
400 Man Years
Nutritionist / Fitness Intelligence

55. Ria 1.0
51%
37%
5%
0%
Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
Percentage of Messages handled by Ria

56. 5 Day Tech Effort
Insights

57. 60% of users who experienced it rated it
“Very Useful”
Insights

58. Solving for UX
Self Learning Diet Plan

59. Released new UI in August, 2018
Self Learning Diet Plan

60. Self Learning Diet Plan
50%
Higher usage of our
diet plans

61. Self Learning Diet Plan
Final version

62. Self Learning
Diet Plan
Ria
Micro Nutrient
Tracking
Insights
Launching Smart Plans

63. Today:
Number 6 among highest Grossing Health
and Fitness apps in India
Launching Smart Plans

64. What’s Your Rubric?
Low High High

65. The Next Billion

66. The Next Billion
Eating
Patterns
Avg. Age/
Gender
Size of the
market
Mobile/Data
Penetration
Social Media
Penetration
Studying similarities & differences
Obesity
(Their Needs)

67. The Next Billion
Vernacular
Segments in
India
Malaysia Singapore Indonesia Middle East
Our options were:
Latin America

68. Evaluating Options
Low High High (Revenue Growth)

69. The Next Billion
Malaysia Singapore Indonesia
Our options were:
Middle East

70. Destination Malaysia
Low ?
(UX)
High

71. Launched a Probe App
Our probe app to #GoGlobal
- 5 day dev. Time
- Customization across 4 languages

72. Learnings
Comparable CPIs
Consumed local foods more than continental foods
Prefer to text vs. call
Very sticky audience

73. Launching HealthifyMe in Malaysia

74. Launching HealthifyMe in Malaysia
10%
Higher retention than
in India
15%
Higher food
search accuracy

75. The Next Billion
Understanding user segments
Understanding user behavior
Mapping user segments to user behavior

76. The Next Billion
Understanding user segments
Understanding user behavior
Mapping user segments to user behavior
Experiment. Experiment. Experiment.

77. Cheers!