Hello everyone
I am founder of a yoga based female wellness app. My app is available in android and iOS. So far we have got 1 Million downloads on Android and 2 Lac downloads on iOS. App has got good traction in India so far.
We are a bootstrapped company and are at a MRR of $25000 USD and profitable.
We are looking to expand in US market. But the challenge that we are facing is we miss the key cultural nuance of US Wellness demographic. TBH i am not sure whether the GTM strategy for US is wrong or the issue is with the tone of our messaging.
I am now looking for someone to own the US Goto Market Strategy. We already have the tech and product ready with proof of concept in India market. We will be offering a deep partnership model (Revenue Share) where you directly profit from the growth you drive in the US geography. If you unlock the US market, we share the rewards significantly.
I built a Yoga app with 1M+ users in India and $25k MRR. But I'm failing hard in the US. Need a partner
byu/vishaliitr2003 inEntrepreneur
Posted by vishaliitr2003
10 Comments
what’s the name of your app?
Hey there! I read through your post and I’d like to know more abt this. Will it be fine if I look into the GTM document or something to see where the issue might be?
DM’ed you.
There hundreds of yoga apps for US market and free content on YouTube . Most in there gym app that you can do at home. Also yoga is treated as a lifestyle in US. I looked at your app and it is going more from a medical angle that doesn’t resonate with us users. Here is an example, look at equinox+ app that a user with that gym have. They have access to all type of on-demand content including yoga but as a lifestyle angle. Also it is high quality and included in your gym membership so you can go to the gym or workout at home. That’s how most of the content is consumed. Other way is by a subscription to an equipment you bought like paloton and even they have tons of on-demand content including yoga. If you want to break into US market then go off a specific niche maybe. The medical angle could work but you need to do user education.
What you could do is have free video on YouTube for specific topic and drive a lot of traffic and build community and then move users to an app. Also I would redesign the app for US market.
Congrats on the success in India! Cultural nuance is huge for wellness apps – what works in one market can totally flop in another. Have you done any user research with actual US yoga practitioners to see what messaging resonates vs falls flat
Before you partner or pay anyone- you need some changes to your market position if you want to mass appeal in the US.
People have subconscious unspoken preferences to select the option with people that look most like themselves because “if it its what is best for them it must be what’s best for me”. Your models dont look or sound like most people they interact with everyday and less familiar feels like the less safe option.
The second piece of this conversation is finding market share elsewhere. There’s (on android looking right now) over 5 apps with 5million+ downloads and yours doesn’t even show up on page 1 when searching “yoga”
Your options to get in front of people eyes are pay the premium for a sponsored app store position or find influencers with a US based audience in this niche.
I see keywords like womanhood, frozen shoulder and thyroid meaning I think you’d want to focus on medical providers/physical therapists and those seeking relief from mobility concerns over the larger US market of general health and wellness models who drink a green smoothie and attend yoga classes with their girlfriends everyday. Those influencers have the reach but your app doesn’t currently cater to them and you’d pay a premium to break into that market.
Tl:dr- You’re not getting infront of enough people and when you do those people are opting for other options with westerners that look/sound more like them because they think the content is more catered to them.
Congrats here what i would do :
– Get some white women from LA to promote it on their social and make content for you on youtube and tiktok
– You could launch as a new app change the content so it fit the US market
– The name is hard to pronounce and find so its better if you create a new app that could fit the US market better
Thats pretty much it each country has different market and expectations don’t thank me just give me a % of your company
This is what you would pay some bs consultant that would charge you 10K an hour to tell you the exact same thing
Let me know when the contract is done
India has 1.4 BILLION people. Why aren’t you doubling down there instead of trying to move into a very different market?
How are you monetizing?
Are you charging for the app or displaying ads?
There’s so much free content out there I’m not paying for shit.
I did pay for my yoga videos that I’ve been using for over 15 years at this point because they’re good and don’t kill my disabled body. So once in 15 years I’ve paid lol.
Not saying it’s not doable but you’ll probably waste a lot of money before anything clicks. I’d say you need to partner with popular spokespersons in the field.