espn elevate app- deboer lezama zhang
TRANSCRIPT
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?