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- Sales & Distribution Strategy:
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- Direct-to-Consumer Access: Leverage the mobile app as the primary channel to reach consumers, allowing them to browse, book, and manage classes seamlessly.
- Studio Partnerships: Establish direct partnerships with fitness studios and wellness centers to ensure a diverse and high-quality network of providers.
- Corporate Partnerships: Offer tailored packages for companies to purchase points as workplace benefits, team-building activities, or employee wellness programs.
- Regional Sales Teams: Build and deploy dedicated sales teams in target markets to onboard local gyms, studios, and wellness providers effectively.
- Sales Team Training: Train the sales team on critical platform features, including the class booking process, benefits of the social feed, and analytics for partners.
- Localized Market Penetration: Focus on high-growth urban regions by customizing outreach and support efforts to address specific market needs.
- Avoiding Third-Party Platforms: Channels such as external deal aggregators are avoided to maintain brand integrity, reduce reliance on deep discounting, and prevent the platform from being viewed as a low-cost or temporary solution. Direct sales channels ensure better margins and customer loyalty.
- Minimizing Traditional Retail Partnerships: Selling memberships through brick-and-mortar retail stores or fitness equipment vendors is inefficient for a digital-first platform, diluting the seamless user experience and requiring operational overhead.
- Marketing and Promotion PLAN:
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- Heavy advertising through social media as this is where many of our target customers will be.
- Referral program:
- Users who refer new members will be rewarded with free points
- Promotion from studios and instructors
- In-studio Classy flyers
- Studios have their own social media accounts & campaigns
- Encourage people to sign up with free points for first time users (points will be roughly equal to one or two classes)
- Partner with small local businesses to offer their customers Classy discount codes
- Timeline:
- Referral program will be an early priority to quickly grow user base
- Partnering with studios directly will be an early priority as well
- Social media ads will be secondary, once our name is more established
- Marketing and Promotional activities
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- Social media campaign:
- Promotional video highlighting the benefits of classy can be advertised on people’s feeds
- Ex: A day in someone’s life where they go to multiple classes in a day like workout class in the morning, cooking class at night…they make friends and post about…something along those lines.
- Free points for first time users:
- If we offer points equal to 1.5 classes, and the user signs up for a class, they will have leftover points will not be enough to sign up for a full class, encouraging them to buy a new points package
- Weekly newsletters:
- Sent out to a user and is specific to their area and the classes around them
- Studios will have the ability to make special announcements in these newsletters
- Announce seasonal campaigns, challenges, limited-time offers.
- Feature user-generated content to promote a sense of community between customers.
- Budget:
- $3M for marketing (comes from our ask from the pitch deck)
- $1.2M will go towards referral bonuses
- $1M will go towards social media/ad campaign
- $500k will go to hiring more marketing personnel
- $250k will go towards other marketing expenses
- $1M for customer service (also from pitch deck)
- Customer Support and Service
- Customer service is how Classy will stand out as a company. Tech companies today prioritize profits over customers. Classy has a customer-first support system with benefits like class insurance and cancellation support.
- Classy has an FAQ to address common questions and concerns. Classy instructors can also respond directly to any questions a customer asks publicly.
- Enhanced capabilities when booking through Classy including ability to cancel or edit class reservations.
- Studios’ contact information is accessible on Classy if customers desire studio-specific support.
- Prevent customer support problems before they happen by having Classy’s marketing and support teams on the same page about points bundles, special offerings, and company policies.
- Classy will enable studios to view customer reviews and feedback. Customers will be prompted with specific features of a studio they can rate such as cleanliness, difficulty level, and more.
