Vital Metrics

Connected Wellness Scale & App

Smart Scale + Body Composition Tracking

Product Insights Review | Q4 2025

Product health review: App engagement, device usage, Premium conversion, retention strategy

Agenda

01

Executive Dashboard

Key app & device metrics

02

AARRR Framework

User journey funnel

03

HEART Framework

User experience metrics

04

Feature Performance

App feature adoption

05

User Segmentation

Engagement cohorts

06

Growth Metrics

Device sales & app growth

07

Revenue & Monetization

Premium subscriptions

08

Product Roadmap

Q1 2026 priorities

09

Recommendations

Strategic actions

Strong growth with 86% active device rate and Premium tier driving recurring revenue

Executive Dashboard

Active Devices

38.5K

↑ 22% MoM

App MAU

52.8K

↑ 28% MoM

Premium Subs

14.2K

↑ 18% MoM

CSAT Score

87%

↑ 3pts MoM

North Star: Weekly Active Users | Target: 28K | Actual: 31.4K (112%)

Insight: 10-month trend shows sustained growth - 86% device activation rate indicates strong hardware-software connection

✓ What's Working

Premium conversion 27%
Daily weigh-ins +35%

⚠ Focus Areas

D30 retention 62%
Goal completion 41%

Strong device activation and Premium conversion; retention optimization is key growth lever

AARRR Framework Analysis

Wellness Device User Journey

Acquisition

45K

Devices sold

Activation

86%

App connected

Retention

62%

D30 active

Revenue

27%

Premium conv

Acquisition: Device sold at $79. Retail (Amazon, Target) 58%, Direct 42%. Amazon conversion rate 3.2%.

Activation: 86% set up app within 7 days. First weigh-in = "aha moment". Industry avg: 65%.

Retention: D30 62%, D90 48%. Users with 3+ weekly weigh-ins: 82% D90 retention.

Revenue: 27% convert to Premium ($9.99/mo). Free users: 78% stay active but limited analytics.

High user satisfaction at 87% but engagement frequency needs improvement for retention

HEART Framework - User Experience Metrics

Google's HEART Metrics

Happiness

87%

CSAT

Engagement

4.3x/wk

Weigh-ins

Adoption

73%

Feature use

Retention

62%

D30

Happiness (87% CSAT)

Most loved: Trend graphs (94% satisfaction)
Pain point: Goal-setting UX (58% satisfaction)
Net Promoter Score: 52 (growing category)

Engagement (4.3x weekly)

Power users (daily): 8.7x weekly sessions
Casual users (2-3x/week): 2.8x sessions
App session: 3.2 minutes avg

Adoption (73% features)

Weight tracking: 98% (core feature)
Body composition: 84% (Premium driver)
Goal-setting: 41% (needs work)

Task Success (89%)

Device sync: 94% success rate
View trends: 92% success rate
Set goals: 76% success rate

Core tracking features excel; goal-setting and Apple Health sync underperform

App Feature Adoption & Performance

Key Finding: Goal-setting has 41% adoption despite driving 2.8x higher retention - major opportunity for growth

🔥 High Performers

Weight Tracking (98%): Core value prop, intuitive interface
Body Comp Analysis (84%): Premium feature, highly valued
Trend Charts (92%): Visual progress, most-used Premium feature

⚠ Underperformers

Goal-Setting (41%): Complex UX, hidden in settings
Apple Health Sync (36%): Permission friction, unclear value
Photo Progress (28%): Privacy concerns, manual upload

Opportunity: Users with active goals have 82% D90 retention vs 48% overall. Improving goal onboarding could unlock significant retention gains.

Daily trackers drive 68% of Premium revenue; opportunity to activate weekly users

User Segmentation & Cohort Analysis

Daily Trackers

22%

7+ weigh-ins/wk

Engaged Users

38%

3-6x/week

Casual Users

40%

1-2x/week

Conversion Rate

28%

Casual → Engaged

Daily Trackers (22%)

8.7x weekly weigh-ins
74% on Premium
88% D90 retention
Goals set: 82%

Casual Users (40%)

1.8x weekly weigh-ins
12% on Premium
32% D90 retention
Goals set: 18%

Growth Lever: Casual users who increase to 3x weekly become "Engaged" with 2.4x higher Premium conversion. Push notifications could boost frequency.

Device sales growing 22% MoM driven by Amazon and wellness influencer partnerships

Growth & Acquisition Metrics

Device CAC

$22

Blended

LTV

$168

Premium user

Payback Period

3.8mo

For Premium

Referral Rate

18%

Users refer 1+

Acquisition Channels

Amazon: 42% of sales, $18 CAC, 86% app activation
Direct/Website: 28% of sales, $35 CAC, 94% activation
Retail (Target/Best Buy): 30%, $15 CAC, 78% activation

Growth Drivers

Product Reviews: 4.3★ on Amazon (6,200 reviews)
Influencer Partnerships: 8 wellness creators, 380K reach
App Store: 4.5★ (3,400 reviews), organic discovery

Insight: Device margin ($79 MSRP - $31 COGS = $48) covers CAC. Premium subscriptions are pure margin with $168 LTV at 27% conversion.

Dual revenue model: Device sales drive acquisition, Premium MRR drives long-term value

Revenue & Monetization Performance

Device Revenue

$3.55M

45K units sold

MRR

$141K

↑ 18% MoM

Premium ARPU

$9.94

Annual: $119

Churn Rate

4.8%

Monthly

Revenue Mix (Annual)

Device Sales: $3.55M (hardware at $79/unit)
Premium Subscriptions: $1.69M ARR (14.2K subs)
Total: $5.24M (Premium 32% of revenue)

Unit Economics

Device Margin: $48 per unit (61% margin)
Premium LTV: $168 (16.8mo avg subscription)
Blended CAC: $22 (device acquisition cost)

Strategic Shift: Premium MRR growing 18% MoM. At 27% conversion, targeting 35% could add $600K ARR. Focus: Increase Premium value prop and conversion.

Q1 2026 roadmap prioritizes retention, goal-setting UX, and health integrations

Product Roadmap - Q1 2026

1

Goal-Setting Redesign

Timeline: Jan 2026 | Impact: 41% → 70% adoption, +15% D90 retention
Features: Onboarding wizard, smart goal suggestions, weekly check-ins, progress celebrations, milestone badges

2

Smart Notifications

Timeline: Jan-Feb 2026 | Impact: +28% engagement frequency, 62% → 72% D30 retention
Features: Personalized reminder times, streak tracking, weekly recaps, motivational messages, trend alerts

3

Apple Health Deep Integration

Timeline: Feb 2026 | Impact: 36% → 68% sync adoption, +$240K ARR
Features: One-tap sync, automatic activity correlation, nutrition integration, sleep data overlay, holistic wellness view

4

Premium Feature Expansion

Timeline: Feb-Mar 2026 | Impact: 27% → 35% Premium conversion, +1,280 subs
Features: Body composition trends, custom reports, nutrition recommendations, personal coach chat, CSV export

5

Social & Accountability Features

Timeline: Mar 2026 | Impact: +22% engagement, viral growth driver
Features: Friend challenges, family sharing, accountability partners, private groups, leaderboards (opt-in)

Five strategic recommendations to improve retention and Premium conversion

Strategic Recommendations

🎯

Make Goal-Setting Core to Onboarding

Users with goals have 82% D90 retention vs 48% overall. Move goal-setting from settings to Day 1 onboarding. Add smart suggestions based on user profile. Target: 70% goal adoption, +18% overall retention.

💡

Activate Casual Users with Smart Nudges

40% of users are casual (1-2x/week). Implement personalized push notifications at optimal times. Add streak tracking and weekly progress summaries. Target: Move 15% of casual users to "Engaged" tier (3x/week).

🚀

Expand Premium Value Proposition

Premium conversion 27% with 4.8% churn. Add: body composition trend analysis, personalized nutrition tips, coaching chat feature. Bundle annual plan at $99 (17% discount). Target: 35% conversion, 3.5% churn.

📈

Deepen Apple Health Integration

Only 36% use health sync despite high satisfaction. Simplify permissions flow, add one-tap authorization. Show holistic dashboard combining weight, activity, sleep, nutrition. Users with sync: 2.1x Premium conversion.

⚡

Launch Referral & Social Features

18% of users refer organically. Build: referral program ($15 credit), friend challenges, family sharing (up to 5 members $14.99/mo). Social accountability drives engagement and lowers CAC through viral growth.

Anticipated questions and prepared responses

Q&A Preparation

Q: Why is D30 retention only 62% compared to competitors at 70%+?

A: Two factors: (1) 40% of users are casual trackers (1-2x/week) with lower habit formation, (2) goal-setting adoption is only 41%. Our data shows users with goals have 82% retention. Q1 roadmap directly addresses this with goal onboarding and smart notifications.

Q: How do you differentiate from Withings and Fitbit scales?

A: Price and simplicity. We're $79 vs Withings $149 and Fitbit $99. Our app focuses on actionable insights, not overwhelming data. We're positioning as "wellness for everyone" vs premium health tracking. Amazon reviews praise our ease of use (4.3★ vs competitors' 3.8★).

Q: What's driving the low Apple Health sync adoption (36%)?

A: Friction in iOS permissions flow (requires 4 taps) and unclear value proposition in onboarding. Users who enable sync have 2.1x Premium conversion and 74% retention. Solution: One-tap authorization redesign + show holistic wellness dashboard with activity/sleep data in onboarding.

Q: Is 27% Premium conversion sustainable as we scale?

A: Yes, with improvements. Competitors average 22-30% subscription conversion for connected devices. Our engaged users (38% of base) convert at 42%. By moving casual users to engaged tier and expanding Premium features, we can sustain 30-35% conversion at scale.

Q: How will new features impact hardware costs and margins?

A: Q1 roadmap is 100% software - no hardware changes. Our scale hardware is stable at $31 COGS with 61% margin. Future v2 hardware (2026 H2) may add BLE 5.2 for faster sync (+$3 COGS) but pricing stays at $79-89 to maintain competitiveness.

Thank You

Questions?

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