New Market Challenges

Requirements Clarification & Assessment

To address the underperformance of the Calm meditation app in a new country, it's crucial to clarify and assess the following requirements:

1. Market Understanding:

   • Cultural Fit: Evaluate whether meditation is culturally accepted or if there are societal norms that may affect its adoption.
   • Demographics: Understand the age, gender, and socio-economic status of the target audience.
   • Competitor Analysis: Identify existing competitors and their market share.

2. Performance Metrics:

   • Key Metrics: Determine the metrics used to measure success, e.g., user sign-ups, active users, session duration, and revenue.
   • Benchmarking: Compare these metrics against a successful market to set realistic expectations.

3. Customer Insights:

   • User Feedback: Gather qualitative data on user experience and satisfaction.
   • Engagement Patterns: Analyze how users interact with the app (frequency, duration).

4. Product and Technical Assessment:

   • Localization: Ensure the app is properly localized in terms of language and cultural references.
   • Technical Issues: Identify any technical glitches or barriers in the user journey.

5. Marketing Strategy:

   • Channels: Evaluate the effectiveness of marketing channels used.
   • Messaging: Assess if the messaging resonates with the local audience.

6. External Factors:

   • Economic Environment: Consider economic factors that might influence purchasing power.
   • Seasonality: Determine if the launch timing coincides with local events or holidays.