PM SCHOOL CHALLENGE

VITAL MOVE
BY
ELDERFIT
SE NIO RIT Y FITNES S DE VICE W ITH ELDE RFIT PM SCHOOL CHALLENGE

YOU ARE?
Chief Product Officer, ElderFIT

THE CHALLENGE IS?

According to recent research, 5000+ Indians are retiring from work (after reaching the age of 60) every day. This number is expected to go to 30,000+ by
2025.

Once retired from work, senior citizens face a lack of physical activity due to which they start facing mobility issues. In many cases, after a certain age, lack
of fitness becomes a cause of mortality. Usually, family members (mainly their children) are also busy these days. They are only there when it comes to
taking their elderly parents to hospital or physiotherapy.

You’ve joined as a CPO at ElderFIT , a start-up which aims to solve the problem of fitness for the elderly.

You have to envision a Product (think of a physical device + app) which helps the elderly workout at home and track their fitness journey on an app. Your
device should be easy to carry and use.

Market research
Features for the physical device (all in 1 home solution)
Features for the app
Empathy map
Wireframing for the Exercise management app
Compact Design of the physical device
RICE Analysis
CONTENT PM SCHOOL CHALLENGE

01 MARKET RESEARCH
08 FEATURE - 2

02 COMPETITOR LANDSCAPE 09 FEATURE -3

03 CONSUMER PERSONA 09 FEATURE -4

04 EMPATHY MAP 10 RICE ANALYSIS

05 PRODUCT - VITAL MOVE 11 GO-TO-MARKET STRATEGY

06 APP - VITAL MOVE

07 FEATURE - 1
 PM SCHOOL CHALLENGE
MA RKET RESEARCH
Market Size (2021-2022): The Indian fitness equipment market was valued at approximately USD 1.1 billion in
2021. This includes all types of fitness equipment, ranging from cardiovascular to strength training devices.

Projected Growth: The market is expected to grow at a Compound Annual Growth Rate (CAGR) of around 8% to
10% from 2022 to 2027, which suggests a promising expansion trajectory influenced by increasing health
awareness, rising disposable incomes, and greater access to fitness facilities and home-based equipment
setups.

Drivers of Growth:
Urbanization and Lifestyle Changes: Increasing urbanization and lifestyle shifts towards health
consciousness.
Technological Advancements: Incorporation of technology in fitness equipment, such as integration with
apps and wearables.
Government Initiatives: Programs like Fit India Movement, which promote physical activities.

Elderly Demographic Projections: By 2025, India’s elderly population (aged 60 and over) is expected to
constitute over 10% of the total population, translating into a significant increase in market demand
specifically for elder-friendly fitness solutions.[1]

Potential Market Value Estimation: Assuming the elderly-specific segment captures about 10-20% of the
broader fitness equipment market due to targeted needs and increasing health awareness:
Low Estimate: 10% of USD 821.1 million = USD 82.11 million
High Estimate: 20% of USD 821.1 million = USD 164.22 million
CO MPET ITOR LAN DSCAPE PM SCHOOL CHALLENGE

Competitor Product/Service Key Features Market Presence Strengths

- High durability- - Broad variety

Grand Slam Fitness Treadmills, Bikes, Ellipticals Pan India
- Wide range of products - Established brand

- Smart features like - Innovative technology

Propel Fitness Home Fitness Equipment Bluetooth connectivity Major cities in India integration
- Sturdy designs - Extensive service network

- Advanced ergonomics - High-tech features

Performance Bikes,
Nautilus, Inc. - Customizable workout Global (Including India) - Strong international
Treadmills
options brand

- Price accessibility
Decathlon Various Fitness Equipment - Affordable Pan India
- Wide availability

- Cost-effective
- Integrated app support
Fitkit Treadmills, Fitness Bikes Online & Pan India - Good technology
integration
USER PERSON A | CUS TOM ER VOI CE
Persona: Dr. Rajiv Luthra
Gender: Non-Binary
Age: 62
Location: New Delhi, Urban Area
Marital Status: Married
Occupation: Retired University Professor
Health Concerns: Early signs of Parkinson’s, General
Aging Concerns
Hobbies/Interests: Writing, Travel, Learning New
Languages
Technology Proficiency: Advanced (Uses a wide
range of digital devices and applications)
Fitness Goal: To improve balance and coordination,
maintain mental sharpness.
Pain Points:
Most fitness solutions do not cater to
neurological conditions like Parkinson’s.
Requires exercises that are low-risk but effective
for maintaining balance and coordination.
Mr. Arjun Mehta
Gender: Male
Age: 65
Location: Mumbai, Urban Area
Marital Status: Married
Occupation: Retired Bank Manager
Health Concerns: Arthritis, High Blood Pressure
Hobbies/Interests: Gardening, Reading, Playing
Chess
Technology Proficiency: Basic (Uses smartphone for
calls, WhatsApp, and news)
Fitness Goal: To maintain mobility, manage arthritis
pain, and improve cardiovascular health.
Pain Points:
Struggles with the complexity of modern fitness
equipment.
Concerns about injury while exercising.
Lack of motivation to exercise alone.
PM SCHOOL CHALLENGE
Mrs. Savita Krishnan
Gender: Female
Age: 68
Location: Bangalore, Urban Area
Marital Status: Widow
Occupation: Retired School Teacher
Health Concerns: Osteoporosis, Mild Diabetes
Hobbies/Interests: Cooking, Volunteering, Yoga
Technology Proficiency: Intermediate (Uses
smartphone and tablet for social media, email, and
browsing)
Fitness Goal: To strengthen bones, manage
diabetes, and stay active.
Pain Points:
Difficulty finding fitness equipment that feels
safe and is easy to use.
Needs guidance on exercises that are safe for
osteoporosis.
Feels isolated, lacking a support system for
fitness.
Images does not represent real characters
EMPATHY MAP
Think & Feel:
Concerns about maintaining independence.
Fear of falling or injuring themselves.
Excited about staying active and healthy.
Overwhelmed by complex technologies.
See:
Other seniors engaging with technology
successfully.
Advertisements and stories that promote
active aging.
Intuitive and straightforward interfaces
designed for seniors in other apps and
devices.
PM SCHOOL CHALLENGE
Hear:
Friends discussing their physical limitations
or successful experiences with similar apps.
Doctors recommending more physical
activity.
Family urging them to take better care of
their health.
Say & Do
Express frustrations over hard-to-use apps
and devices ("Everything is so tiny and
complicated").
Seek solutions that fit their lifestyle and
physical capabilities ("I need something that
doesn’t require going to a gym").
Prefer to interact with devices that require
minimal setup and maintenance.
PRODUCT - VITAL MOVE - MATTERESS PM SCHOOL CHALLENGE

Compact and Portable: Functionality:

1. Size: Rolls up to the size of a standard yoga 1. Adjustable Resistance Bands: Built-in

Generated using DALL-E

mat for easy storage and portability.
2. Weight: Lightweight design (under 5 lbs)
ensures it is easy to carry and set up
anywhere.
Material and Construction:
1. Eco-Friendly Material: Constructed from
high-density, eco-friendly foam that
provides durability while gentle on the
body.
2. Smart Sensors: Embedded sensors to track
and provide feedback on the user's
movements, ensuring exercises are done
correctly.
resistance bands that users can pull out to
various lengths to accommodate a range of
exercises from light stretches to more
strenuous pulls.
2. Balance Pads: Fixed on the surface to
enhance exercises that improve balance
and core strength.
3. Vibration Platform: Incorporated in a
section of the mat to stimulate muscles
and improve circulation through gentle
vibrations.

Technological Integration:
1. Connectivity: Equipped with Bluetooth Low Energy for a seamless connection to the Vital Move
app.
2. Interactive Feedback: Real-time data collection and feedback through the app help correct
postures and intensify workouts as needed.

User Safety:
1. Anti-Slip Features: The mat surface has anti-slip properties and edge guards to prevent accidents
during workouts.
2. Automated Setup: Features an automatic unfolding mechanism that sets up with a single push of
a button, avoiding the complexity and physical strain of manual setup.

Generated using DALL-E


APP - VITAL M OVE
User Interface:
1. Personalized Profiles: Users can
input personal data (age, weight,
fitness level, health conditions) to
customize workouts and health
tracking.
2. Ease of Use: Designed with a simple,
intuitive interface featuring large
buttons and voice-over instructions
to assist users with visual or physical
impairments.
Interactive Guidance and Adaptation:
1. Real-Time Feedback: Uses data from
the Vital Move Trainer’s sensors to offer
live feedback and adjust workouts in
real-time to suit the user’s capabilities
and goals.
2. Adaptive Workouts: The app adapts the
difficulty and intensity of exercises
based on the user's ongoing
performance and any physical
limitations noted.
PM SCHOOL CHALLENGE
Fitness Tracking:
1. Library of Workouts: Includes a
variety of elderly-friendly workout
routines, which are demonstrated
through detailed animations and
guided instructions.
2. Progress Monitoring: Tracks workout
frequency, types of exercises,
durations, calories burned, and
provides insights through simple,
visual representations like graphs
and lists.
Multilingual Support in Vital Move: To
ensure accessibility and user convenience,
Vital Move incorporates multilingual
support, enabling users to interact with the
app in their preferred language. This
feature is designed to foster an inclusive
environment where language is not a
barrier to accessing fitness and health
resources. Detects Local
Language
Fe ature#1 - Voice-Prompted User Onb oard ing a nd
PM SCHOOL CHALLENGE
Re gi stratio n
About Feature

It allows users to register and complete their profiles using simple voice commands. Upon
initiating the registration, the app prompts users verbally to provide necessary information
such as their first name, last name, email, and password. For further profile completion, it
requests additional details like gender, date of birth, weight, and height, all through an
interactive voice dialogue.

How Does It Work?

Users are greeted by a friendly voice that invites them to begin the registration process.
The app listens and responds to the user's voice inputs, filling in each field accurately.
For privacy-sensitive fields such as passwords, users can speak or use a traditional
keyboard input, accompanied by voice guidance.
As the user speaks their information, visual cues and spoken confirmations assist in
verifying that the data entered is correct.

Rationale
Inclusivity and Accessibility. This feature supports the principle of inclusivity, ensuring
that everyone, regardless of their physical capabilities, can easily access and enjoy the
benefits of Vital Move.

Reduced Cognitive Load: Older users or those with cognitive impairments may find
Success Metrices
navigating through traditional registration forms to be complex and frustrating. Voice-
based onboarding simplifies the process, reducing the cognitive effort required to input
information correctly.
Safety and Comfort: By allowing users to set up their profiles through voice, Vital Move
minimizes the risk of input errors which can arise from tapping on small touch-screen
interfaces, thereby improving the overall safety and comfort of the user experience.
1. User Adoption Rate=(Total Number of New Users/Number of Users Opting for
Voice Onboarding​) ×100
2. Completion Rate=(Number of Voice Onboarding Attempts/Number of
Completed Voice Onboardings​) ×100
3. Error Rate=(Total Number of Voice Input Fields/Total Number of Errors during
Voice Onboarding​) ×100
Feature #2 - Cu st om Worko ut Plan w ith Voice a nd PM SCHOOL CHALLENGE

Audio -G uided Tu torials

About Feature

It is specifically designed to assist users who are unfamiliar or uncomfortable with starting
exercises on their own. This feature offers voice and audio-guided tutorials that walk users
through each workout step-by-step, explaining the movements, range of motion, and
proper techniques.

How Does It Work?

Upon selecting their fitness goal, users can initiate a custom workout plan that is
tailored to their selected level—be it "Beginner," "Intermediate," or specialized programs
such as "Yoga."
The audio guidance begins with simple instructions on how to get into the starting
position and continues to provide step-by-step instructions throughout the exercise
routine.
Voice commands allow users to pause, resume, or skip parts of the workout as needed,
Interactive Video &
offering flexibility and control over their workout pace.
Visual aids are presented in sync with the audio guidance to ensure users have a Audio Tour
reference point if they need visual confirmation of the exercise being performed.

Rationale Success Metrices

Autonomy in Exercise: By enabling users to initiate and control workouts with their
voice, the app empowers them to exercise independently without the need for a
personal trainer or assistant.
Safety and Accuracy: Audio tutorials ensure that exercises are performed correctly,
reducing the risk of injury and increasing the effectiveness of the workout.
Convenience and Accessibility: Users with visual impairments or limited reading ability
can benefit from the audio descriptions, making the app more accessible.
Engagement Rate=(Total Number of Workout Sessions/Number of Voice-Guided
Sessions Initiated)​× 100
User Satisfaction Rating=Average Satisfaction Score on Post-Workout Survey
Adherence Rate=(Number of Unique Users/Number of Repeat Voice-Guided
Workouts by Users​)
Progression Rate=(Total Number of Users in Previous Level/Number of Users
Advancing to Next Level)​× 100
 PM SCHOOL CHALLENGE
Feature #3 - A I- Power ed Vit a Co ach for C ustom
Workout Plan s
Connects with
About Feature Success Metrics Physical Device
The Vital Move app dashboard, when paired with the Vital Move physical device, provides
Workout Variation=Number of
users with a dynamic and intelligent workout assistant named Vita Coach. This AI-based
Different Workouts Suggested
feature analyzes the user's workout history and vital health parameters to suggest daily
Over a Set Period
personalized exercise routines, thus enhancing the workout planning process and ensuring
that the user's fitness goals are met efficiently.
Adherence Rate=(Number of
How Does It Work? Vita Coach Workouts
Suggested/Number of
Completed Vita Coach
The dashboard showcases a comprehensive view of the user's fitness journey, including
Workouts)​× 100
vital stats like heart rate, water intake, sleep, and calorie count.
Using historical data and health indicators like BMI, the Vita Coach crafts a daily workout
plan that aligns with the user's progress and targets. Adherence Rate=Number of
The feature takes into account recent activity levels, recovery status, and personal Unique Users/Number of
preferences to tailor each session, promoting balanced and sustainable fitness routines. Repeat Voice-Guided Workouts
Guided sessions offered by the Vita Coach are both visual and audio-based, by Users​
accommodating different learning and interaction preferences.
The dashboard is designed to give real-time updates, fostering a sense of progress and Progression Rate=(Total
immediate feedback on workout adherence and health metrics. Number of Users in Previous
Level/Number of Users
Rationale Advancing to Next Level)​× 100

Personalization: The AI-based Vita Coach delivers a highly personalized workout Support Ticket Rate=(Total
experience, adapting to the unique fitness needs and progress of each user, which is Number of Support
crucial for maintaining motivation and achieving long-term fitness goals. Tickets/Number of Support Access Vita Coach
Adaptive Learning: By considering the user’s past activities, the Vita Coach continuously Tickets Related to Audio which can help in
learns and refines its recommendations, ensuring that the workouts remain effective and Guidance)​× 100
designing the
engaging over time.
customized
Holistic Health Approach: Incorporating vital health parameters into the workout
planning allows for a more holistic approach to fitness, addressing not just exercise but workout plans
also critical aspects of wellness such as hydration, sleep, and nutrition.
 PM SCHOOL CHALLENGE
Feature #4 - Vita Co ach 's Custo miza b le Voice-
Gui ded W orkout S ess ion s
About Feature
Vital Move introduces a personalized workout assistant, Vital Coach, which curates custom workout Success Metrics Visual
plans based on the user's exercise history. It provides detailed, step-by-step voice guidance representations
complemented by visual illustrations for each exercise, ensuring the user performs each movement Engagement Rate=(Total
correctly and safely.
Number of Workouts/Number
of Voice-Guided Workouts
How Does It Work?
Initiated)​× 100

The feature analyzes the user’s past workout performances and preferences to suggest exercises
Completion Rate=(Number of
that suit their fitness level and goals.
Started Voice-Guided
For each exercise, such as the Isometric Movments, Vita Coach offers a breakdown of steps, each
Workouts/Number of
described in simple terms, and displayed with accompanying visuals.
Completed Voice-Guided
The user can interact with the feature using voice commands to start, pause, or get more
Workouts)​× 100
information about each step.
Visual cues on the screen coincide with audio descriptions to cater to various learning styles and to
User Satisfaction
assist those with hearing or visual impairments.
Customization options allow the user to set the number of repetitions and the workout's intensity Rating=Average of Post-
level, which Vita Coach then uses to track calories burned and overall progress. Workout Satisfaction Scores

Progress Tracking=Percentage
Rationale
of Users Meeting or Exceeding
Fitness Targets
Accessibility and Convenience: Combining audio instructions with visual aids makes the workouts
accessible to all users, regardless of their familiarity with exercise or sensory limitations. Adaptive Audio
Personalized Experience: By using the individual's workout history, Vita Coach ensures the exercise Guide
regimen is not only tailored to the user's fitness level but also to their progress, promoting a sense of
achievement and continuity.
Engagement and Interactivity: Voice command functionality encourages interaction, making the
user an active participant in their fitness journey and providing a more engaging workout
experience.
RICE ANALYSI S PM SCHOOL CHALLENGE

Reach (per Effort (person-

Feature Impact (1-3) Confidence (%) RICE Score
month) months)

Voice-Based User
1000 1.5 90% 2 675
Onboarding

AI-Powered Vita
1200 3 70% 4 630
Coach

Custom Workout
Plan with Voice
800 2 80% 3 426.67
and Audio-
Guided Tutorials

Reach estimates the number of people the feature will affect within a certain period.
Impact judges how much the feature will contribute to the company's goal (typically on a scale of 0.25 to 3).
Confidence is how sure we are about Reach, Impact, and Effort (usually as a percentage).
Effort is the estimated amount of work required to build the feature (often in person-months).
The RICE score is calculated as follows: RICE Score=(Reach×Impact×Confidence)/Effort

The feature with the highest RICE score, "Voice-Based User Onboarding," should be prioritized first, followed by "AI-Powered Vita Coach," "Custom Workout Plan with
Voice and Audio-Guided Tutorials," and finally "Voice-Guided Workout Sessions Based on History." The scores provide a data-driven approach to prioritize feature
development based on their potential impact and the resources required to implement them.
 PM SCHOOL CHALLENGE
GO -TO MARKET STRA TEGY

Phase 1: Product Finalization and Initial
Testing
Product Refinement: Finalize product
design and features based on beta
testing feedback.
Beta Testing: Conduct extensive testing
with a small, diverse group of the target
demographic to gather initial feedback
and identify any issues.
Pricing Strategy: Develop a pricing
model that balances profitability with
accessibility for the target market.
Legal and Compliance: Ensure the
product meets all legal and health
compliance standards.
Phase 2: Building Awareness and Engagement
Teaser Campaign: Launch a teaser campaign
to build curiosity and interest around the
product.
Content Marketing: Begin educational and
engaging content marketing through blogs,
social media, and partnerships with health
influencers and senior-focused communities.
Pre-Order Campaign: Start a pre-order
campaign with early bird discounts to gauge
initial interest and build a customer base.
Phase 3: Launch Preparation
Press Release: Distribute a press release detailing
the innovation and benefits of the VitaMove system.
Influencer Partnerships: Partner with fitness and
eldercare influencers to showcase the product’s use
and benefits.
Retail Partnerships: Establish partnerships with
retailers for in-store demonstrations and sales.
Customer Service Training: Train customer service
teams to understand the product thoroughly and
provide excellent support.
Phase 4: Official Launch
Launch Event: Host a virtual launch event to
unveil the product to the market.
Advertising: Roll out targeted advertising
campaigns across various channels, focusing
on the benefits and differentiating factors of
the product.
In-Store Promotions: Coordinate with retail
partners for in-store promotions and setup
kiosks for live demonstrations.

Phase 5: Post-Launch and Growth
Collect Feedback: Actively collect customer
feedback through surveys, social media, and
direct communication.
Iterate Product: Use feedback to make iterative
improvements to both the physical device and
app.
Referral Programs: Implement a referral
program to leverage word-of-mouth marketing.
Community Building: Strengthen the VitaMove
community by creating online forums and
organizing local events for users to share
experiences.
Phase 6: Expansion and Scaling
Data Analysis: Use collected data to analyze
market trends, user engagement, and feature
popularity.
New Features and Updates: Roll out new
features and updates to keep the product fresh
and engaging.
Market Expansion: Expand to new markets
based on demand and user demographics.
Strategic Partnerships: Form partnerships with
healthcare providers and senior living facilities.
Phase 7: Long-term Sustainment and Evolution
Sustainability Practices: Implement
sustainability in product manufacturing and
packaging.
R&D for Future Products: Invest in research and
development for next-generation products.
Loyalty Programs: Introduce loyalty programs to
retain customers and maintain market presence.
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