Posted by Tamzin Taylor, Head of Google Play Partnerships, Western Europe
In the present day I’m excited to announce that we’re launching the second episode of Google Play Espresso breaks. On this episode I loved a digital espresso with Ravi Teja Akondi, co-founder and CEO of iMumz. iMumz caters to anticipating and new dad and mom to assist them apply wellbeing and mindfulness in the course of the early phases of parenthood. Ravi and his crew just lately graduated from Appscale Academy, an initiative aimed toward supporting promising Indian app start-ups and serving to them develop into world companies. It’s nice to see their continued progress and to listen to them share suggestions and learnings they picked up alongside the way in which.
Watch the total Espresso breaks episode and get my tackle it beneath:
The crew at iMumz created their app with the mission to assist anticipating and new dad and mom simply observe a wholesome life-style day-after-day, encouraging them to apply mindfulness day by day. The app supplies assist to folks specializing in well-being in the course of the first 1,000 days of being pregnant; that’s 270 days of being pregnant and the primary two years of parenthood. In the present day, the app helps over 600,000 individuals obtain these targets.
Ravi recalled how within the early days the iMumz crew despatched out actionable insights to their viewers by way of a messenger app. They began by customizing small day by day routines for these in search of to study extra about wellness throughout being pregnant and parenthood. By monitoring the completion charges and retention charges, the crew had been in a position to see that they had been actually creating one thing worthwhile and gained the boldness to take the enterprise from a messaging service to a full cellular utility.
Rising a sustainable enterprise
Step one for the iMumz crew was to work on constructing out a neighborhood of early adopters. After conducting preliminary market analysis the crew realized these in tier one cities – the metro cities in India – had been the most definitely to grow to be early adopters. As they expanded to an increasing number of dad and mom, they learnt how vital it was to tailor their pricing to several types of audiences. Experimentation was key to understanding what their completely different audiences had been prepared to pay. Keep in mind that past the actually helpful knowledge you possibly can collect from operating experiments, you too can get extremely worthwhile direct and written suggestions from customers by inviting them into closed testing teams you possibly can simply arrange within the Play Console, with out this suggestions impacting your star ranking.
Nurturing your app neighborhood
By experimenting and listening to customers, iMumz learnt that parents-to-be wished to attach with others like them, and the crew shortly realized that the individuals utilizing their app wanted a neighborhood. Folks wished to attach with others going via comparable life occasions. By constructing out neighborhood areas the crew was in a position to assist provoke discussions on particular matters; comparable to breastfeeding, baby-led weaning, and self care postpartum. The neighborhood has since helped vital conversations develop naturally, and supplies iMumz customers with one other stage of peer assist. In the present day, their neighborhood is vibrant, with greater than 5,000 conversations going down day-after-day!
In terms of constructing out a neighborhood it’s vital that your messaging to customers feels real and genuine. This was particularly vital for iMumz, given the app caters to a delicate and vital set of life moments for fogeys. To start out, as with every message, making message content material related and well timed is important. For instance, take into account the time of day when figuring out the perfect time to publish new content material, updates, or sending push notifications, and bear in mind completely different time zones once you’re coping with a world viewers. Moreover, it could actually assist to place a relatable particular person or character behind the message (bear in mind to localize this to your viewers although).
Ravi additionally shared two key learnings he felt made the most important distinction to the expansion of his app:
1) Experiment. There are such a lot of concepts you may discover counterintuitive – don’t routinely low cost any or soar to conclusions till you check them. Be knowledge pushed. That is going that will help you present extra worth, sooner.
2) Slender down what you’re engaged on, so that you concentrate on one process or problem at a time. You may be tempted to do many issues without delay, however narrowing down will assist provide you with amplified outcomes.
To the place does the longer term lead?
It was such a pleasure to talk to Ravi about his experiences and I can’t wait to see iMumz’s continued progress and subsequent steps. I get a lot inspiration from talking with the individuals behind apps like iMumz, and I do know that conjures up my crew to proceed investing in and creating initiatives comparable to Appscale Academy.
We’re trying ahead to persevering with to study from extra companies, and see what you all do subsequent. Keep tuned for the subsequent episode of Espresso Breaks.
- Tamzin Taylor, Head of Play Partnerships, Western Europe
Do you will have any questions for iMumz? What are your personal suggestions for different app or sport companies? Tell us on Twitter.