Part of a competitor analysis for a startup to incentivize active life and climate responsible behavior.
You can read the Review of a start-up concept as a .pdf or can read through the main points below
Executive Summary
Originally focusing only on helping people be more physically active, the product idea evolved after being pushed about its value proposition to those who will be paying for it to exist; the retailers, e-tailers, entertainment and service providers.
The Founder concluded that this would turn the business away from its original purpose and just become another one-out-of-a-million marketing apps with very little value added to its user base and start focusing on schemes to get paid by making the partner happy and eventually abandon the real target group. So, it pivoted. The purpose became summarized in the following way:
“When businesses or causes market themselves, they find it increasingly expensive to hold on to or acquire and retain users. Today, the most important reward is not just about getting retail therapy, or the latest thing-of-purpose, but also contributing to sustainability, health and social responsibility. We need solutions that will bridge this gap by bringing businesses and consumers together through a program that rewards personal health goals, sustainability efforts or climate responsibility achievements.\”