Client Update Presentation
Meriwether Morris, Lee Evans, Nikki Hevizi, Prathmesh Patel, Tenzin
Yangkey
Findings from Product Use Journals
Simple adjustments:
- Directions- Target Market Positioning- Price Point
More deep-rooted adjustments:
- Product Design- Material Composition
Studied Target Market: Existing Meditator Community
Cohorts of this market that we have access to at Duke:● Duke Buddhist Meditation Community● DuWell Moments of Mindfulness● DuWell Guided Meditations ● Koru Meditation Classes
Studied Target Market: Existing Meditator Community
Plan Design for Customer Discovery
1. Attended several mindfulness/meditation classes on Duke’s campus.a. Moments of Mindfulness: Flower Powerb. Moments of Mindfulness: Meditationc. Moments of Mindfulness: Buddhist Meditationd. Spoke with leaders & participants in each
2. Conducted pointed interviews with class attendees regarding mindfulness and potential of the Hydrean
3. Synthesized findings and drew conclusions
Learnings: Current Meditation Practices
● Areas of study for existing meditators: Psychology, Global Health, Biomedical Engineering, Biology, Neuroscience
● Range of current mindfulness practice: meditation group, meditation app on the bus, gardening, spending time in nature, yoga, deep breathing, devotional practice - bowing & chanting
Existing mindfulness tools
Zafu (meditation pillow)
Tibetan singing bowls
Meditation bench
Mala beads
Meditation Apps
Wooden fish (for chanting)
Feedback for the Hydrean
Struggles with Current Practice:
● Doesn’t keep you engaged● Meditation apps are repetitive and become boring● Often have to pay for premium content.
Feedback for the Hydrean
Benefits & Suggestions:
● Potentially multiple ways to use the Hydrean● Seems interesting to play around with● The uneven interval sizes feel awkward● Better cord would be nice● Play around with material composition/colors.
Feedback for the Hydrean
Positioning the Hydrean:
● As a physical anchor to ground your meditation practice or use while counting breaths
● Compared it to a fidget spinner or stress ball● A physical reminder to meditate
Intriguing comments:
“If I paid $40 for a mediation product, I would expect it to come with a book or an extensive journal..”
“Gold is flashy… but brass is grounding.”
“I feel conflicted with the idea of commercializing mindfulness practices”
Problem Identification
What problem or issue does the Hydrean address and how?
I hate looking at a screen!
I don’t want my meditation to take me out of the moment!
a. “Tired of looking at a screen to meditate?”
b. Make use of Google Ads with keywords relating to meditation app struggles
c. Send YouTube micro-influencers free Hydreans to do reviews with kickback.
Positioning
Traditional Meditation:
Sacred and SpiritualBuddhist Philosophy
Meditation as a Trend:
Science of Meditation & the BrainConvenience of Meditation
Stress Management
Target Market Recommendations
OUR PROPOSED TARGET MARKET
Recommended Target Market Demographics
1. Size: a. ~20% of the number of meditation app downloaders* -> ~20 mil
2. Demographics: according to the NIH, meditators are more likely than non-meditators to be:a. Middle-agedb. Whitec. Femaled. College-educatede. Living in the Western United States.
3. Personality Qualities:a. Wellness-oriented & values self-careb. Conscientious
Plan → Capture those users who are dissatisfied with apps and digital screens.
References
https://nccih.nih.gov/research/results/spotlight/three-types-of-meditation
https://techcrunch.com/2020/01/30/top-10-meditation-apps-pulled-in-195m-in-2019-up-52-from-2018/
https://techcrunch.com/2018/09/04/meditation-app-headspace-bets-on-voice-and-a-i-with-alpine-ai-acquisition/
https://blog.calm.com/about