Hey guys! Startup Radius interviewed creators of Lilo – the 1-minute workout and meditation app. Awesome idea behind Lilo is that it is focused not only on saving your time and workouts, but also adds meditation and relaxation to your life. By spending not more than 1 minute of your time every day (one minute guys!) you can easily make yourself happier and reach a quite high level of energy and consciousness. Combine sports and spiritual practices with Lilo!
If you would like to learn how they got first 1,000 adopters (that later helped them to attract attention of several investors), how A/B tests helped creators to boost their marketing, and why Lilo’s main competitors are Facebook and Instagram, read below and enjoy!
Can you tell us about what you are working on? What is Lilo?
Lilo is an abbreviation for Live Longer. The basic idea that has been haunting us over the past few years is that sport and meditation have a positive effect on all levels of the life of any person. Everybody understands this perfectly well, but nevertheless, only a few are engaged in activities. Some are engaged occasionally.
Lilo was created just for such people. It is your personal assistant to keep your life energy and awareness high. Everything else will follow.
Imagine that you realize the value of sport, but you constantly have no time for it. We will solve this problem in just 1 minute, wherever you are. Just open the app and do one cool exercise. It will instantly become your habit, and in a few months you will not recognize yourself.
Why are you building this? Was there a particular source of inspiration or money-making idea?
The starting point was that about a year ago. After many years of continuous hard work, I began to feel chronic stress. I was looking for ways how to deal with this. What helped me a little bit was a daily exercise, and no matter what it was. I woke up with thoughts about work, and immediately went running. It made me feel a little better.
During that period of life, I clearly understood – this really works. I realized that since it helps in stressful periods, in ordinary life it will also help to live a better life. I discussed it with my partner. We perfectly understood that it was cool. We both agreed that there was a problem. Everyone gives up doing sport in his everyday life.
So we’ve got a common goal and a problem that no one could solve for a very long time. We started looking for a solution and making an application. First of all we did it for ourselves by continuing to work on our main jobs.
As for money, we are convinced that at first we are going to make a useful product that helps to solve a problem, and the money will always come.
Time for bragging! How big you are – traffic, users, anything else?
We are only at the beginning of our journey, and as already said, we develop applications in our free time. We constantly think and test our solutions a lot.
About a year ago, we featured with the first version of the Go Fit product on Product Hunt. We collected the base of the first adepts with more than 1,000 people and attracted the attention of several investors with whom we discussed our idea. As a result, we’ve done a big pivot. Recently we went out again on Product Hunt. Again we received the good support and added to our modest community another 1,000 people.
We are trying to solve a big problem and do not want to rush. At this stage, we better have a rather small community that helps us to test our product and give valuable feedback.
Who are your main competitors, and how good/bad they are?
In the market of sports applications, there is a huge number of very cool products, for every taste. But we clearly know the difference between what we are now doing from everyone else does. We are not a sports application or an application with meditation, our goal is to be invisible and say unobtrusive assistant to make you feel better. It is not necessary to engage in serious activities for this or spend on it at least some valuable time. We just ask to do one simple exercise for 1 minute once a day. No preparation or special treatment is needed. It is easier than brushing your teeth. Evening meditations can just help reinforce this effect.
Our main competitors are Facebook and Instagram. Instead of scrolling the feed in the morning for 10 minutes, we suggest to work with us for 1 minute and leave the rest 9 minutes for the social network.
Who uses Lilo? What is your perfect buyer or user persona?
Our ideal user is the one who is primarily aware of the benefits of physical exertion and meditation. The one who practices from time to time. I am such a person, and we have a lot of such friends.
Were there any early ‘growth hacks’ or tactics that have contributed to your current success?
Our background helps us. I worked for more than 7 years in Ultimate Guitar. During that time I run about 1,000 different A/B tests and learned to work with all metrics. My partners have also worked for a long time in large software companies and have extensive experience in developing and launching products.
As for specific cases talking about Lilo, there are three things that help us. We clearly know the problem we are solving. That is 100% hit in the audience. We use artificial intelligence to offer the best exercises. This is a trend, and it fits perfectly into our concept. The last thing is that we believe in the product and make it primarily for ourselves.
What were some of the biggest challenges while building Lilo early on and how did you solve them?
The biggest challenge for us is the launch of an uneasy product, simultaneously with our main work. Who has been involved in the launch of products from scratch, knows how much time is needed for this and how many different little things need to be thought out. Especially when you work in a state of uncertainty, time passes and there is always a temptation to redo everything. The only thing that helps to move continuously is the unconditional faith of each of us in what we are doing.
If you could give a marketing advice to other companies, what could it be based on your experience?
All that concerns the true hardcore marketing we have yet to come. But, we have our own approach we stick to. Marketing begins before any action related to traffic, publications or community. If the product is based on a true story, and you and your friends use what you create, it is enough for everything to work well. To work in all other directions. This is the fuel of any other promotion action.
Which marketing channels you prefer and why?
So far we can only talk about our immediate plans. We are focused on organic growth. That is cooperation with publications, with the AppStore and Google Play. Of course, the word of mouth work, cause we have a story that we truly want to tell everyone and a solution that works.
Is Lilo monetized? Why did you choose the current monetization method?
Monetization is necessary for product development. We’ve chosen a freemium model so that everyone could use our product. But, in our case, monetization is also an advantage for our users. We aim to increase motivation. The person who pays is more likely to come back and use the app.
Therefore, the idea of the Premium part is to increase motivation. The AI-based recommendation system will be applied here in order to keep your interest in the classes at the highest possible level.
What are the top 5-10 products/services you use in your company (marketing, development, business) and why do you like them?
- G Suite – for all the communications, documents, and more.
- Figma – our main design and collaboration tool
- Amplitude – our user-based analytics when we need to know more than Google Analytics can tell us
- Telegram – team chat for fast discussions
- Trello – task tracker and planning tool