Ergatta - Content Expanion Initiatives
The Opportunity
At Ergatta, we specialize in the niche of game-based fitness as an alternative experience to instructor led classes. We have won that battle, but still leave a lot on the table with the instructor led market.
Our primary goal appeal to a new type of customer, increase our TAM, win rate against competitors in the instructor lead class sector of connected fitness and justify a higher subscription price.
The Audience
The primary audience we prospective customers who were interested in connected fitness products, but were turned off by the lack of non-game based content.
The Role
Senior Director:
Led company strategy on content expansion options for non-game based content to draw in a new type of customer and better compete head to head with competitors who offer instructor led on scenery based content.
Audited City Row fitness content and helped filter for our needs.
Provide the right level of detail to empower other Product Managers to execute on the details for implementation of instructor led classes into our ecosystem.
Senior Product Manager:
Researched vendors for sourcing on the water scenic video content for immersive rowing experiences across the globe and purchased assets.
GTM Launch for Scenic Row content additions.
Key Performance Indicators
Rower sales
Sales feedback on win/loss rate to competitors
Subscription reactivations
Retention and usage of existing customers (nice to have)
The Outcome
167% YoY increase in subscription reactivation in August.
70% of new customer specifically referenced content variety being a key reason why they purchased Ergatta.
Instructor led content via classes saw a spike at launch, but also a steep drop off soon after.
Scenic Row usage at 25% is comparable to many of our games.
Scenic Row usage remained stable, but new content took over the lions share of usage as compared to the older content.
Added perceived value to our paid subscription in preparation for a subscription price increase
Lessons Learned
Class content was a growth bet, which has paid off in our winrate against competitors, so we have not been concerned by low product usage.
The class based content doesn’t compete with or game-based content in terms of share of usage since most of our target customers came to use because they weren’t as motivated by instructor led content.
New content for scenic row doesn’t move the needle on usage or lead to a change in user behavior, but adds to quality of life and retention when content would normally get stale.
Key Skills
Content Strategy
Growth
Product Strategy
Product Management