espn elevate app- deboer lezama zhang

ESPN ElevateChristian Lezama

Claire DeBoer

Lucy Zhang

Agenda▸ Fitness App Industry ▸ SWOT Analysis▸ ESPN Elevate▸ The Bottom Line▸ Implementation

Fitness App Industry

▸ 2014 - 46M people used fitness apps▸ 2014 - fitness mobile app market worth $4B▸ 2017 - market increase to $26B

DailyBurn App▸ 30 min video workouts led by

trainers▸ On Demand for 24 hours▸ Inconsistent Pricing▸ Approx. 2.5M members

Competitive Analysis

ESPN SWOT

Goals

ESPN Elevate

Live Workouts

$4.99/mo.

Disney/ESPN

The Bottom LineRevenue

▸ Subscription payments + Sponsored videos▸ Average active users/month: 2M▸ Revenue after 6 months: $55M

Expenses▸ Initial Investment + Monthly Costs▸ Costs associated with development: $4M▸ Video creation and talent: $5M*▸ Marketing expenses: $4M▸ Avg. Monthly Costs: $6.5M

*1 month of content

Benefits of ESPN Elevate

▸ Attracts new customer segment▹ Fitness fans▹ Women

▸ Opportunity for new sponsorships

▹ Collaborating with unique brands

▸ New way of interacting with fans

Implementation▸ Launch around the New Year▸ Promote throughout the year

▹ Crossfit Games▹ CFP

▸ Advertise on website, TV, radio, print

▸ Free Trial

Thinking Ahead

Questions?