YOGO

Role: Product Manager (Team of 2 // 2 weeks)
Goal: Assess product/ market fit to introduce a new yoga product

YOGO produces eco-friendly yoga accessories. They sell a natural rubber yoga mat that folds into a compact, travel-friendly bundle. YOGO was considering manufacturing a second product, a yoga block. We were brought on to assess if a market exists for this new product. 

PROCESS

Identify Pain Points

Yoga blocks are not a required piece of equipment however practitioners at all levels may benefit from using them. There are many options currently available of varying size, material, weight, durability, price, stability, and grip ability. 

  • Is there a product/ market fit for a travel- and eco-friendly variation?

  • Is there a pain point with current blocks?

  • Can we find a need beyond what customers say to determine if hidden wants and deeper goals exist?

  • Can we propose a novel solution that may change the way people interact with this yoga accessory?

Results

Our user research—including interviews and a survey—validated frustrations. We delivered an extensive market analysis uncovering industry trends such as more home practice, wellness travel, and hybrid yoga. We identified a sizable market and a potential product/ market fit. Our competitive analysis drove our recommendations on how to position the product and differentiate themselves.

SOLUTION

MVP. Although we are not diving into an uncontested market, we did discover room for improvement. We ideated 3 MVPs and built a foldable, cardboard block prototype addressing current user pain points with a novel eco- and travel-friendly solution.

Implementation. We recommended a go-to-market strategy including product positioning and prototype specs regarding size, materials, and price. We recommended a crowdfunding campaign to finance building a few prototypes, and advised on lean startup user validation by giving the prototypes to yoga studios and obtaining feedback until people were willing to pre-order the product. Finally, we recommended wholesale and retail distribution channels.

Deliverables: Lean canvas, User research, Market analysis, Competitive analysis, Presentation