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Purpose

This document is intended to set out the customer proposition of the first generation of 'afterburner' apps (7MW and Afterburner). It focuses purely on what this proposition is and how it is communicated to potential customers in order to demonstrate value.

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The key value of our offering can be summed up as follows:

To lose weight and get healthy, focusing on burning calories is simplistic and inefficient. Instead, focus on changing the way your body works, one workout at a time. This approach magnifies the effect of every subsequent workout, multiplying the effects of your efforts each time you go round the loop.

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By improving your cardiovascular system, we can get your body to burn more body fat (rather than sugar) during a workout.

The more oxygen can be delivered to your muscles during exercise, the more of your energy requirements can be supplied by oxidising fat. 

4. Control your appetite to reduce snacking.

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  • Healthier heart, lungs and general wellbeing
  • Higher resistance to illness
  • Lower likelihood of heart disease, diabetes and a longer, healthier life.
  • More freedom to eat normally.

Supporting concepts

Communication mechanisms

We have the following mechanisms available to us to communicate concepts:

  1. Onboarding process: sequence shown on first launch of each app. This could be a video, animation or a series of screens. Each app needs it's own version.
  2. Timeline articles: delivered to the user via their timeline (and push notification where relevant) after they complete x workouts (or x active days per week for y weeks, or x days since first run). The articles are long-form html and can include images, videos or anything else.
  3. General UI: some concepts are partially explained or reenforced via the UI elements, such as the workout pie charts and afterburn chart.
  4. Marketing materials: app store listing, website and advertising material.

Additional considerations

  • The user experience in the 7 Minute Workout app must obviously target retention and provide value, but must also up-sell Afterburner. The goal is to get the user to a point where they think "I'd love to be able to see these adaptions happening and know which exercises to do, when to do them and when to rest", then (if presented clearly) they will see the value of Afterburner and consider signing up.
  • We should provide less detail in 7MW and hold stuff back for Afterburner. This provides more value for Afterburner subscribers, plus they will be more engaged and interested.
  • Timeline articles need to be carefully structured to allow readers to extract value from them quickly, yet dig down into more detail and substance if interested. Tone should be informal.
  • Our approach isn't for everyone. Someone not able to withstand high intensity exercise due to age or injury would do better to exercise for longer at low intensity. Also, someone with a lot of time to dedicate to exercise would get better results by performing a mix of high and low intensity training. Our approach is for people with limited time, wanting maximum return.

Background