Acquisition project | Hyugalife

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Acquisition project | Hyugalife

Hi there, we'll take this one step at a time!

If you struggle with a blank canvas, use this boilerplate to start. Remember, this is a flexible resource—tweak it as needed. Some sections might not apply to your product and you might come up with great ideas not listed here, don't let be restricted.

This is not the only format, we would love to see you scope out a great format for your product!

Go wild and dive deep—we love well-researched documents that cover all bases with depth and understanding.

Refer to the project brief and the additional resources before you begin this project!
(Go through them at least 3 times or till the time you don’t have a mind map in your brain)

Let’s begin

It's time to kickstart the project by taking a crack at building your Elevator pitch.

(Think of this as an introduction to your product- make it remarkable!)

Elevator Pitch for Hyugalife

Struggling with fake or overpriced health supplements?

At Hyugalife, we take the guesswork out of wellness by offering 100% authentic supplements and proteins sourced directly from 300+ trusted health brands. From sports nutrition and weight management to overall health, we’ve got you covered across eight key categories.

What sets us apart? Our top products are third-party lab-tested to guarantee safety and authenticity. Plus, our platform goes beyond selling—you’ll get expert-backed guidance, educational resources, and personalised shopping assistance to make informed choices for your health.

With Hyugalife, your wellness journey is backed by unmatched quality, transparency, value for money and convenience—delivering health essentials straight to your doorstep. Choose Hyugalife, and experience the difference real dedication makes.

(Go and speak to different users of the product and the people in the chain: households buying the product, shopkeepers selling the product, churned users, and users using competitor's products. In the case of B2B products identify the decision makers, the influencer, the blocker, and the end-user)

Understanding your ICP

(There are separate tables for both B2C and B2B products, put down your your ICP’s in a Table Format, use this as a reference.
This table makes it super clear for anyone to understand who your users are and what differentiates them)

B2C Table - User Table

Criteria	User 1	User 2	User 3	User 4	User 5	User 6	User 7
Name	Purvi	Sidhhant Sessan	Rujul Gala	Aniket	Arnab Dey	Rebekah Patnigare	Sibten Singaporewala
Age	35	29	24	21	28	24	38
Gender	Female	Male	Male	Male	Male	Female	Male
Location	Mumbai	Mumbai	Mumbai	Mumbai	Bangalore	Bangalore	Sales Head
Relationship Status	Single	Single	Engaged	Single	Single	Single	Married
Job Profile	Mid-Manager Level (Busy)	Senior Executive	Software Developer	College Student ( Interns/ Pocket money)	Product Manager	Individual Contributor/ Freelancer	Offline Sales Head
Salary	80-90K	80-90K	120K	0-10K	2 - 2.5 Lakh	20-60 K	1.5-1.8 Lakh
Need	Need healthy office snacks Lacks energy / suffers from back pains Sedentary busy life - Hard to find time for health activities Wants to improve skin, reduce hair thinning	Need protein after classes Have just started his fitness journey Researching and getting confused about best proteins Find it hard to digest and find the right protein for him	Needs original protein supplements and creatine and others Needs veg foods to add to his diet plan to fulfil his macronutrient goals	Needs cheaper and branded proteins for muscle gain. Can't spend much on additional supplements Needs cost-effective way to optimise the gym gains.	Needs advice on what foods to eat Needs authentic proteins - cost no bar - it should be effective Need to know supplements which can help improve the rate of gains or weight loss	Needs healthy snacks - peanut butter/ nuts and others to maintain fitness Needs moderate protein drinks/meal replacement drinks at times to cover daily nutritional needs. Needs supplements - D/B/omega Sold on effects of Collagen for beauty and hair health	Needs a place where he can order all his BCAA/creatine/protein everything at once Has different brand choices for different supplements
Pain Point	Hard to find healthy snacks Confused about what supplements to use - efficacy, price Don't trust buying supplements online - amazon horror(spikes)	Protein is expensive to buy and supplement every day. Not able to regularly supplements as demand is low	Have to order his supplements every month taking up his time Wants to find some good veg snacking options	The proteins present in market are expensive to order through brand specific websites Needs cheap but authentic supplements for muscle gain Need to mix and match all supplements from different price range to meet his budget	Have no clue where to start. Overwhelmed by the options currently present in the market Feels demotivated option and is looking for a community to help keep his habit in check.	Hard to prepare and plan meals efficiently due to busy schedule. Needs a simpler way to order every essential and store them Needs to be reminded to consume the supplements and be motivated to observe the results	Less time in hand needs to reorder everything and reduce the efforts Needs some savings a he orders a lot and want to experience some savings Want to be a part of a community for social capital
Solution	Healthy snacks sections Chat with a nutritionist - to compare supplements based on context Authenticity certificates - H-tested program	Tester packs to test out various brands and flavours before buying a whole pack Specific recipes which can be used to make intake natural	Need auto-reorder function or subscription which helps him order his most used products Craves an exclusive community where he can talk about fitness	Needs good discounts and his favorite brands Needs some guidance on how to advance his gym journey further Need some coolness factor and want to earn money if possible	Needs to believe the price is fair and authentic supplements are delivered at the doorstep It needs to be quick and needs guidance on the appropriate plan to help in weight loss and muscle gain	Need pre made beauty lists Needs handy re-order function Needs discounts and some user backed stories for motivation Needs constant reminders and check to motivate consumption	Easy reorder function Saving and bulk discounts Automated help and reminders to help stock up Different timelines to buy proper supplements
Behaviour	Tries different snacks can't stick to a routine Sedentary lifestyle Aspirational / Follows Instagram hacks / Doesn't like working out - loves consuming fun supplements like gummies?	Goes to boxing classes 2 times per week Walk a bit Follows - Food and protein male lifestyle influencers for motivation	goes to the gym regularly loves building body Aesthetics matters Vegetarian Listens to his gym/more bulked-ask the friends for their brands Creature of habit/ eats specific meal plans	goes to local gym regularly attends college aspires to be an influencer in gym category BMM and student / want to offset the party lifestyle Looks for ways to find cheaper alternatives and coupons before making any purchase decisions	goes to the gym 3 times a week started his weight loss journey/ new to gym routine wants to be healthy/good-looking Consumes lots of good content and podcasts on YouTube for information Reads and researches before making any buying decision.	no specific plan of fitness or gym routine walks regularly 3-4 days out of the week Finds it hard to get proper meals planned and get all the nutrition Lacks energy and focus and inconsistently tried supplements based on doctor's advice.	Advanced gym enthusiast - 6+ years of consistent gymming Focus on bulking up and maintaining the muscles Uses a lot of supplements/ understands everything about it Likes guiding people on routine not open to changing their preferred brand.
Perceived Value of Brand	Decent, better than other E-comm because of supply chain; bit tardy on delivery; cost-effective with coupons	Don't have much trust and protein supplements - don't work much. Keeps on trying options to find a balance	Is loyal to ordering from his favorite protein brand directly as he perceives them to be more authentic and valuable	Thinks hyuga offers decent options at best prices and find the coupon codes ideal for his purchases.	Doesn't trust the prices and things if its that cheap it must be fake Thinks the UI is too bulky and contains too many steps Has no clear understanding of value prop of Hyugalife	Consumes a lot of short-form content on Instagram and youtube Heavily invested in beauty-based content and want to maintain ideal skin through collagen	Consumes content from top- gym influencer and trusts his own judgement Willing to buy supplements for his extended family
Goals	Lose weight Better - feeling/Energy/Health/Hair Pain Relief	healthy life better at boxing	Have big biceps and be muscular / Veg options Improve his lift performance Want better hair/skin	Build muscles Become an influencer and get exposure from a known brand Wants to work in sports nutrition segment	Lose Weight Build Muscles Be a healthy and energetic professional to maximise efficiency Find a partner	Flawless skin Lose a bit of weight Look aesthetically pleasing Find a partner	Needs to maintain and excel in his body building journey Needs to feel important and help his family achieve their health goals Need health consicious options for food and in other areas of his life.
Frequency of use case	Once every 2 months	2-3 times a year based on seasons	Every 2 months consistently	Every 3-4 Months	Every 3 months	Every 2 months	Every month
Average Spend on the Product	2K - 3K	2K -3K	3-4K	2-4K	5-7K	3-5K	10-15K
Value Experience of the product	Love nutrition chats, and cheaper and tested supplements; have fun exploring the healthy snacks section - which reduces guilt	Love that they get to select healthy foods; there are always coupons which can be applied to make the process/testing more fun/lucrative	Love the health foods / oats, peanut butter and vegetarian health food sections. Loves to buy his favorite brand Muscleblaze and products during sales to reduce overall basket costs.	Loves food which a cheap but offers bulk Loves to buy protein and his required supplements during sales events Loves that he can give out codes to his friends to help them buy protein at best prices from hyugalife - social points	Loves eating out often Parties once or twice a week Tries to find simpler hacks and a bit lazier ways to achieve good results Loves reading and researching and listening to stories in free time - journey type stories	Incredibly busy in work Doesn't have a lot of time in consuming supplements - needs all in one if possible Loves consuming beauty and makeup content	Busy and needs simpler solutions Needs to get buying supplements in timed manner Needs to be reminded to buy supplements based on natural consumption pattern
If Repeat ; no repeat why?	get snacks faster on zepto, blinkit Don't know if the supplements are working or not; see effects but discontinued, so have a backlog - can't create habit ; already have the product in stock.	It doesn't have much of a use case for protein supplements prefers natural sources of protein and other macros over supplementing.	Prefers ordering directly from his own brand website Doesn't find any additional value in buying from hyugalife	Cost cutting , regular consumption doesn't fit in the budget The protein and prices are super costly sometimes whenever they do a comparative analysis	Can't believe or understand the core value prop nicely. Overwhelmed by the choice present on the website leading to no purchase Associates discounts to lack of something in product quality	prefers nykaa or other associated brands selling beauty content to get their supplement and fulfil their needs Couldn't consume the present supplements reducing the need to buy and consume supplements	Frequently reorder from hyugalife Sometimes needs instant solutions as he forgets buying all the supplements based on its timelines.

ICP Table

	ICP 1	ICP 2	ICP3	ICP4
Ideal customer profile name	Gym-goers (Urban Professionals / College Students)	Health Conscious Individuals	Busy Professionals - Health Focus	Beauty and lifestyle focused - Aesthetic reasons etc
Age	18-35	25 - 45	25-40	20-40
Goals	Actively working on fitness goals. Muscle building/gain, improving lifting performance Weight Loss / Gain - Based on goals	Wants to address or prevent health issues (backpain, calcium, energy, immunity) Maintain healthy lifestyle Need clean, safe, useful health products/supplements Researches before buying/needs at least one scare/painpoint.	Want to have better supplements to give them energy and replenish essential vitamins and minerals Want to have better snacks and pain relief options for long workdays	Want lifestyle products like collagen, and biotin supplements to add to their beauty routine Want to know supplements to improve and help with weight loss and aesthetics
Income levels	20-90K	50K - 100K	20-80K	30-70K
Gender	All Genders	All Genders	All Genders	Females / Except hair loss - Male
Location	Tier 1 / Tier 2 (Starting)	Tier 1	Tier 1	Tier 1/ Tier 2
Companies/ Education	MNCs, Mid-level professionals, University educated	Mid-income, high-income, high spend potential	Medium income, looking for value for money	Good spend potential, looking to maximise beauty
Marital Status	Unmarried	Unmarried/ Married	Unmarried/ Married	Unmarried/Married
Where do they spend time?	Instagram Fitness related Youtube channels Science-backed researchers eg. Andrew Huberman etc Gyms / Health clubs Sports arenas	Fitness clubs/ yoga classes/walking Trusts their immediate peers Doctor's advice / TV news Instagram/ Youtube	Mostly in office Lack of time to create and prepare healthy meals Instagram/ Youtube Whatsapp	spends time of nykaa and beauty-focused blogs Instagram/youtube Loves partying and going out
Pain points	Hard to find authentic supplements (E-comm/space) Hard to find everything in one place (Brand-specific)	Confused within brands need guidance on routine and what to do Find it hard to find motivation	Want to explore things based on whims Find it hard to be consistent Do not have time to go to gym or go for walks Need faster solutions	Finds it hard to buy beauty supplements in its price range Doesn't know if the things used are working Want to improve skin quality and texture
Current solution	Buying for brand-specific websites Buying from Amazon/Flipkart Buying from Qcomm Buying from local gyms	Doctors recommended stores and medical supplies local and q-comm services	Q-comm and local stores Impulse buys from Instagram influencers	Buys from favourite Instagram influencers and their recommendations
Needs	Want trustworthy/verified supplements Want guidance when confused Wants Veg/Jain other options Want deals wherever possible	needs variety of options for their fitness needs needs additional guidance and where to start and what to expect need variety of options and plans to manage certain chronic conditions	need better snacking options need ideal one pill all multivitamin solutions in their price range need feel good gummies for better and easy consumption	needs cheaper and trusted supplements needs content by people on how to use and to be motivated needs looks maxing and how to look good advice
Buying Frequency	Once every month/ Majorly once every 2 months	2-3 times in a year	One or twice a year	Once - twice a year
Time / Money - What are they willing to spend	Time	Money	Money	Time
Average Spends	2-5K (Based on the budget)	2-5K	2-5K	4-5K

We have multiple users of a product and not all of them can be our ICP for whom we make our strategies, we need to prioritize.

(use this ICP prioritization table)

Criteria	ICP 1	ICP 2	ICP3	ICP4
Adoption Curve	High	Medium	Low	Low
Appetite to Pay	Medium - High	Medium	Medium	Medium
Frequency of Use Case	Medium	Low	Medium	Low
Distribution Potential	High	Medium	Low	Low

Reasons behind ICP Prioritisation:

Since, the ICPs are varied in their interest and goals we will prioritise ICP 1 and ICP 2, Reasoning

ICP1 :

Gym-Goers (Urban Professionals/College Students)

According to the market research, the age group 18-35 have a high adoption curve and is informed on the products. They have a high use-case for all fitness brands in one e-commerce platform to get their supplies, plus they have a medium to high appetite to pay. They are tech-savvy and do their own research with a very high to medium frequency of used cases. According to market research, this consists of at least 50% of the total addressable market.

There goals are closely aligned with the products present on Hyugalife and their buying frequency is much higher and more stable than other ICPs.

ICP2:

Health Conscious Individuals ( Tier 1, 25-45)

These markets are willing to spend money to ensure they prevent health issues in future or address the chronic issues. The customers are primarily from Tier-1 cities and need supplements and health products to help maintain their health. They are well-researched(informed by doctors or otherwise) and are willing to spend money on products they think are going to add value to the quality of their lives. The age group is 80% of the target market and fits all criteria for an ideal customer after ICP1.

Even though the buying frequency is a bit lower than ICP1 ( 2-3 times a year), the appetite to pay and market size demands hyugalife to create strategies for this ICP too.

Other ICPs currently are not profitable or stable enough to be focused on. ICP4 ( Beauty and Lifestyle) get most of their information from competitors in nykaa or beauty-focusedNykaa brands and are most likely gonna get their supplements from them, and ICP3 - is more convenient and snack which means they are more likely to enjoy quick- e-comm to help them with their current needs and we cannot rely on them for repeat purchases - More of one-time purchase behaviour is expected which is not going to help us in ensuring profitability.

(Before you begin, you need to know what your product is, what are its features, what is the problem being solved by your product?)

Understanding Core Value Proposition

(Build your core value proposition by exact what your product does and what problem are you solving

Hyugalife is positioned as a leading health marketplace that addresses the critical need for authentic and high-quality supplements among fitness enthusiasts and health-conscious individuals. The core value proposition of Hyugalife can be articulated as follows:

Core Value Proposition

What Hyugalife Does:
Hyugalife provides a comprehensive platform for purchasing 100% authentic health supplements and wellness products sourced from over 300 trusted brands. The platform offers more than 1,200 products across various categories, including sports nutrition, weight management, daily health supplements, and more.

Problems Being Solved:

Authenticity Concerns: Many consumers face the challenge of identifying genuine supplements amidst a market flooded with counterfeit products. Hyugalife guarantees authenticity by sourcing directly from FSSAI-approved brands and conducting rigorous third-party lab testing on its products.
Quality Assurance: Customers often worry about the safety and efficacy of supplements. Hyugalife addresses this by implementing a testing program that verifies nutritional claims and checks for harmful contaminants, ensuring that customers receive safe and effective products.
Lack of Expert Guidance: Shoppers frequently lack the knowledge to make informed decisions about health products. Hyugalife offers expert-backed guidance, educational resources, and personalized shopping assistance to empower customers in their wellness journey.

Unique Selling Points

Extensive Product Range: With over 1,200 products across eight key categories, Hyugalife caters to diverse health needs.
Third-Party Testing: The H-tested program ensures that best-selling products are independently verified for quality and safety.
User-Friendly Experience: The Hyugalife app provides a seamless shopping experience with advanced search features, customer reviews, and secure checkout options.
Convenience: Products are delivered directly to customers' doorsteps, enhancing accessibility and convenience.
Personalised Guidance and Support: Hyugalife consult connects you with certified nutritionists to help you make your wellness plan and journey. It also helps in guiding you to the most used products and suggests products to fit your health journeys

Home page - specifying the core value prop of Best Deals in Sports Nutrition - ICP1 centric

Coupon discounts to help people save money

Personalised Guidance and Support

Helping people select based on popular brands

Protein calculator for their sports segment ICP1

Hyugalife Consult - To help their ICPs narrow down and choose products for their fitness needs - Minimising stress

Blogs to inform their ICPs and help them make choices

Convenience: Easy Reordering and Wishlist

Convenience: Available on the App and Web

Convenience: Variety of Payment options and Quick Links in Footer

Target Audience

Hyugalife primarily targets two ideal customer profiles (ICPs):

Gym-Goers (Urban Professionals/College Students): Aged 18-35, this group is tech-savvy, conducts thorough research on fitness products, and seeks a reliable e-commerce platform for all their supplement needs.
Health-Conscious Individuals (Tier 1 Cities, Aged 25-45): This demographic is willing to invest in high-quality supplements to prevent health issues or manage chronic conditions. They are well-informed and prioritize products that enhance their quality of life.

By focusing on these core elements, Hyugalife not only meets the demands of its target market but also cultivates trust through transparency and quality assurance in the health supplement industry.

(Let's begin by doing a basic competitor analysis)

Factors	Competitor 1 - HealthKart	Competitor 2 - Muscleblaze
What is the core problem being solved by them?	Authentic supplements at best prices - not locally available Nutritionists/ Guide/ Comparisons	authentic supplements at cheap prices from foreign labs one-stop shop for all things required for a avid gym bro
What are the products/features/services being offered?	Health Supplements - Protein, Multivitamins, Omega-3, herbal supplements Fitness Products - weight gainers, fat burners, sports nutrition Specialised nutrition - Diabetes care, heart health, joint, prenatal Healthy foods - Protein bars, Meal replacements Detailed information about each product / PDP Consultations with expert nutritionists. doctors Goal-based shopping Flexible payment options Rewards on every payment/coupon / Year-round coupon and discount.	every single product for the gym bro better offers and stories authenticity checker for each of its products Stacks made of the gym fitness journey - Beginner/Intermediate/ Advanced Apparel made to show affinity towards the audience Categorisation based on fitness brackets 4K, 3K, 2K etc Goal-based categorisation of products MB Cash / Flexible payments
Who are the users?	Goal-based users - Fitness / Gym goers Specific health needs - diabetes, joint health, immunity Ayurvedic audience	Avid gym users who are either beginner/advanced
GTM Strategy	Focused on urban/semi-urban areas with good income Targetting millennials and Gen-Z ( cost-effective/sales/coupons/referrals, gift cards, store locators) Targetting only 2 categories - Sports nutrition/ health supplements-medical Presence in web, mobile and in-person stores - omnichannel Provides in-store consultations, increasing trust and adaptability Content marketing - blogs, videos, fitness guides, and social media campaigns promoting healthy living Collaborations - Influencers, gym trainers, health experts Building a community around loyal customers with various challenges and events; loyalty programs Strategic partnerships with gyms, fitness centres and healthcare professionals.	Goal-based categorization One-stop shop for all gym bro needs Guides - bulking/cutting/workout guides Strategic collabs with its partners and Instagram #PhirSeZiddKar - Motivational brands to push people towards their health journey One single brand and concise messaging and proper targeting. Inspirational content on Instagram around gym culture / sticky with their user - 715K followers ( with relatable reels with their ICP Content loops like Zidd challenge, New Launches, Ladies who lifts etc to resonate with its users
What channels do they use?	Website and mobile app E-commerce platforms ( Amazon, Flipkart etc for its own branded products) Social media platforms ( Instagram, YouTube, Facebook, link Offline Stores in metro and tier 2 cities Paid ads on Google, Meta and other platforms Affiliate marketing and partnerships	website and mobile app On all e-commerce platforms, quick commerce and hyugalife platform Strong platform presence on Instagram Strong presence on YouTube - with podcasts around lifting, weight, physical and mental challenges faced by famous gym goes and how they overcame - long-form videos - 45 minutes + Paid ads on Meta, Google and others Partnerships Fitness accessories and apparel
What pricing model do they operate on?	Retail pricing - Price matched to other e-comms Seasonal discounts, events and combo deals Subscription plans for recurring repeat purchases	Retail pricing MB Coupons
How have they raised funding?	Raised over $360 million in funding from investors including ChrysCapital, Motilal Oswal Alternates, A91 Partners, Peak XV, Temasek, Sofina, Kae Capital, Intel Capital, and IIFL [December 2022 / November 2024] Venture Capital and Private Equity	Its parent company is Healthkart Same as healthkart
Brand Positioning	Tagline: Your partner for good health Core msg: Positioned as a trusted, expert-led, comprehensive platform for fitness enthusiasts and genuine products. Differention: Combo offer- Authentic products Free expert consultations Omnichannel experience with online and offline store and app experiences (full stack wellness space for frequent users)	#PhirSeZiddKar Core Msg: You can develop your gym physique and overcome the challenges through continuous community engagement, and sports nutrition to back you up. Differentiation: One brand focused on quality and supply chain A growing community with education led growth on Instagram and youtube to cover all the other areas of fitness and its challenges Apparel and dedication and sense of belonging to the group
UX Evaluation	Clean and organised UX Filtered by goals / Intuitive Personalised for goals/users and fitness consultations Loads faster / Optimised for mobile Less use of colours and cohesive design Trust building: Detailed product descriptions/certifications User reviews and ratings on top Limited amount of categories to reduce overwhelm Better payment workflow/ Easy subscription management Reference materials - Blogs, Videos, Articles Live chat with customer support and nutritionist	Clean UX with good colours Filtered by Beginner/ Advanced Filtered by Price Ranges Filtered by Goals Addition of motivation videos at the bottom Education PDP Pages
What is your product’s Right to Win?	HK has limited brands but Hyugalife has 300+ brands (which can be useful) More of a lifestyle use case and focus ( Supplements and exercise equipment and helps) Has an unlimited amount of snacks and healthy foods - Can have cooking audiences/mothers/kids etc [HK is completely pivoted to its most useful customer base - all things gym	we have more than one brand which means the user can buy anything which is not muscleblaze on our website. Our prices are lower than Muscleblaze as we are an e-commerce marketplace
What can you learn from them?	A limited number of brands - Focus on Gym and fitness enthusiasts - ICPs and problem seekers only. Better product categorisations The presence of offline stores Combos/ Super value deals Instant Assistance - Visible - Customised nutritional and health plan. Refer and Earn - clearly articulated Clear mobile callout Onboarding flow for customisation Clear-cut presence referral flow/dedicated page Create communities or subscription programs if possible (30K users)	How to create an inspirational community which can lead to repeat purchases and motivate the gym bros to stay on their fitness journey How to create and monitor sub-communities within - females, lifters, and runners to give them a place to belong through strong branding.

(Then let's try to understand the market at a macro level and evaluate the trends and tailwinds/headwinds.)

Now it’s time for some math, calculate the size of your market.

TAM = Total no. of potential customers x Average Revenue Per Customer (ARPU)
SAM = TAM x Target Market Segment (percentage of the total market)
SOM = SAM x Market Penetration/Share

Size of the Market

The demand of the product is calculated based on the keyword volumes and traffic to the keywords used by potential buyers in the market and might not denote the actual figures* (It is just for general benchmarking)

TAM (Total Addressable Market) = 149.1M

SAM (Serviceable Available Market)- Target audience = 43.7M ( which is almost 30% of the TAM and growing yearly)

SOM of Hyugalife = 43.7M x 10% (Based on the market consolidation report - SEMRush) = 4.37M

So, the present SOM of Hyugalife is 4.37M, according to the market consolidation report the market share is divided among lot of small players which leaves room for improvement. Also, the highest marketshare is taken up by Guardian.in (almost 22%) of the market. These is a great scope of expansion and growth for hyugalife and its product

Market Consolidation

Currently, the market share is divided among a large number of market players. Most of the market players are taking up less than 3% of the market share based on their share of visits (Traffic through our ideal customers)

Growth Report and Competitive Landscape

Hyugalife is currently among the Leaders in the market. This means that it has a significant traffic share and is growing at a fast growth pace. It should invest in doubling down is top digital promotion and growth channel based on the insights of the top market share company and get ahead in the market

Channels to use and prioritize

Based on the current traffic distribution in the market we can observe that:

The top 3 traffic channels are: Direct (68.91%), Organic search (28.1%), Paid Search (1.25%) - Referral (1.04%)
Since the direct traffic is 90+ per cent for the highest marketshare competitor, with Organic search (9%) we can easily make a plan to prioritize the top channels of acquisition.

Channels to use

Brand marketing - To increase the direct traffic from Hyugalife
Organic Search
Paid search along with Referrals as a supporting channel can be used to improve brand name

Market insight to inform Brand marketing efforts

The 80% of the market segment is covered from age ranges: 18-54 ; with an almost equal male-to-female split.

50% of the market is covered by the age range: 18 - 34

The popular channels used by people in these age ranges should be used and content around their key focus areas should be created to improve the brand reach.

Video marketing: Create engaging video content that showcases workouts, success stories, and wellness tips. This could include tutorials, fitness challenges, or live sessions to improve community engagement and trust. Leverage YOUTUBE to create a community.
Social Media Content : Use platforms like Instagram, TikTok, and Facebook to share visually appealing posts. Focus on short videos, infographics, and interactive polls to engage your audience. Highlight user-generated content to build community and authenticity
Influencer Collaborations : Partner with fitness influencers who resonate with your brand values. Their authentic endorsements can help reach a wider audience and build credibility
Educational Content: Develop blog posts, infographics, and downloadable guides that provide valuable information on health topics, nutrition tips, or fitness advice. This positions your brand as a trusted resource in the industry
Personalised Email Marketing : Craft personalized email campaigns that cater to individual health goals and preferences. Use segmentation to send targeted content that nurtures leads into loyal customers

Word Cloud to Inform - Organic Search Results

The organic keyword strategy should be informed by the most used keywords in the category and appropriate content should be made around it to improve the market share by hyugalife.

Designing Acquisition Channel

(keep in mind the stage of your company before choosing your channels for acquisition.)

Channel Name	Cost	Flexibility	Effort	Speed	Scale
Organic	Low	Medium	High	Medium	Medium
Paid Ads	High	High	Low	Low	Medium
Referral Program	Medium	High	Medium	Medium	Low
Product Integration	High	Low	High	Low	Low
Content Loops	Medium	Medium	High	Medium	Medium

Organic Channel

(Understand the existing organic channel strategy for your product and highlight the success and failure thereon.
Provide your suggestions and devise new strategies.)

Step 1 → Conduct keyword research on Google, Amazon, Youtube, Quora etc.
Step 2 → Collate all your insights from all your searches.

Context and setting:

User Intent :

1. Informational - They are looking for solutions for their problems ( hair fall, skin health, improving sports performance, different vitamin deficiencies, diet plans, charts for certain vitamins, nutritional information, product guides etc - TOFU

Investigative: Best whey protein for muscle gain, best vitamin-b etc ; for more information and product guides.
Comparison: Comparing top whey protein brands with each other; differentiating top brands with their features.
Transactional: They want to buy a particular product and are looking to buy it. Optimised PDP ( eg: MB whey protein - Vanilla - 1kg) - BOFU
Navigational: People looking for products of certain brands and categories to reach the category pages to find the best possible solution for them

Focus areas for profitability:

1. Transactions, investigative, comparison - closer to the buying cycle

Informational - To pool in new users and get them on a conversion cycle ( one of the ways to introduce the platform as an option to various users)

Top Keywords to Focus

Brand-based keywords in the sports nutrition category [To ten brands: Muscleblaze, The Whole Truth, Optimum Nutrition, As-it-is, Avvatar, Bolt, Beastlife, Oziva, GNC, Carbamide Forte ]
Comparison pages on top sports nutrition categories like BCAAs, Creatine, Whey Protein, Peanut Butter
Provide content based on different price ranges: below 2K , 2-3K , 3-4K
Provide content based on the lifestyle: Complete supplement routine for students, working professionals, gym beginners, gym pros, advanced gym enthusiasts stacks

What worked:

Focusing on top brand-specific keywords helped get top on search engines for keywords related to the products helping in platform discovery.
Focusing on top selling categories : Whey protein, Creatine and Vitamin D, Vitamin B12, and Peanut butter has helped hyugalife rank better and be more discoverable on these keywords
The initial creation of content around the nutritional value, snack choices and other informative content has helped the platform discovery in tier-2, tier-3 cities

What to double down on:

Work on getting on top 3 results for the top-selling categories working for Hyugalife.
Connect the information keywords to highly profitable transaction pages to pass authority and increase the page ranks for the same
Work on getting from page 2 to page 1 - (3000+ keywords)(Prioritise based on Keyword Volume and Difficulty)

Current Organic Traffic Stats for Hyugalife

Keyword Distribution based on Intent

Focus on more Transactional and Commercial Keywords and use ranking informational keywords to help push the transactional and navigational keywords to the first page of the search results.

Current Organic Position Distribution

Focus on getting the Top 50 Keywords in positions 1-3 which are currently ranking in positions 4-10 on Google SERP. With Transactional and Commercial Intent with Low - Medium Keyword Difficulty.
Focus on getting the Top 30 high-volume transactional, navigational and commercial intent keywords with Low-medium KD currently in Positions 11-20 by improving the content on the current ranking page and push it to page 1 of Google SERP.

Here is a list of keywords you need to focus on for the first 2-3 months

Competitor Analysis:

There are only 3 real competitors for Hyugalife. (Organically)

Insights

The number of organic keywords is similar to competitors who are into sports nutrition. So majority of the focus in the organic search should be on updating the content to reach the first 3 positions gaining the authority and market share for it and increasing the organic traffic coming to the site.
Also, parallelly let the tech team focus on improving the authority score by implementing the technical SEO changes as suggested by sem-rush

Technical Issues to solve

Do the basic meta description cleanup
Improve the crawlability and indexability of the site
Create better and updated sitemaps for faster indexing

(Understand what is already being done, what is working out well and what needs to be stopped)

Step 1 → Define the CAC: LTV ratio. If your product has a healthy CAC:LTV ratio, proceed with paid ads.

Step 2 → Choose an ICP

Step 3 → Select advertising channels

Step 4 → Write a Marketing Pitch

Step 5 → Customize your message for different customer segments to ensure relevance

Step 6 → Design at least two ad creatives (e.g., images, sketches, videos, text ads) that reflect your marketing pitch.

Step 1:

ROAS of Paid Advertising = 8

Avg order value = 1500-2000

Avg retention = 2-3 months

Frequency = 2

CAC:LTV is pretty healthy for ICP1 ( Gym goers and Fitness Enthusiasts)

Step 2:

ICP 1: Gym Goers and Fitness Enthusiasts

Why :

The average order value is high
They bundle products and increase the basket size
They are consistent and have a relatively higher frequency of purchase than any other ICP
Well-timed ads with proper discounts can turn them into ideal customers.

Step 3:

Advertising channels :

Meta: Popular gym influencers on Instagram
YouTube: Heavily consumed YouTube videos and channels (Recovery, new workouts, better protein plans, comparison sites etc)
Google ads: Search advertising when they are searching for high AOV products to buy and shopping ads

YouTube

Step 4:

Write a marketing pitch

Effortless fitness nutrition with Hyugalife

Tired of searching for genuine whey protein deals? Scared of getting fake supplements on typical e-commerce sites? At Hyugalife, we put an end to your nutrition struggle. With us, you can get all your favourite brands and supplements in one place without destroying your pockets.

You get:

Top 70+ protein supplement brands including Muscleblaze, ON, As-it-is, Avvatar
Get Exclusive deals, coupons and protein dhamaka sale discounts on prices which are already the best in the market
Get Whey Protein, BCAA, Creatine, Peanut butter, Omega 3 everything in just a click.

Ready to transform your life? Click "add to cart" and focus on your goals while we deliver peace of mind with authentic products and savings. Make "Hyugalife" a part of your fitness journey today!

Step 5:

Customize for different market segments:

Advanced Gym Goer

(Have to re-order, go to different brands, forget buying till the last minute)

Tired of ordering your supplements from different brand sites? Hyugalife offers trusted, high-performance products from premium brands at the best prices online. Additionally, we send timely reminders to help you stock up before you find your supplements empty, and the one-click reordering button helps make your online shopping easy. You focus on breaking your personal bests and we will focus on your nutrition. :)

Beginner Gym Goer/College

(Confused about what supplements to use, best protein, beginner protein and supplements)

Don't know where to start? Super confused about what to buy and losing lots of money testing? Don't worry, with Hyugalife you can test various proteins, find the best one based on your chosen activity, get sports nutritionist-recommended proteins for your needs at the best prices on the internet and to make the deal sweeter we have great coupons which make already best prices more affordable for your initial fitness journey. All the best we are here to support you every step of the way.

Women Gym Goer

(Women-specific gym protein, supplements required, other assistance, plant protein and alternatives)

Trying to find a protein that suits you? Don't like whey protein? At Hyugalife, find gym supplements for your needs. Confused about which one to choose? our nutritionists are here to guide you to success. With a customised diet and nutritional plan based on your age. You take care of your fitness goals and we will take care of the rest.

Step 6:

Ad creatives:

Youtube video:

Discovery phase for Advanced gym goer:

Banner Ads:

For women gymgoers and athletes

Ad Creative - Hyugalife.png

(For B2B companies, if referral does not make sense you'll take a crack at a partner program for your product)

Step 1 → Flesh out the referral/partner program
Step 2 → Draw raw frames on a piece of paper to get the gist.

(Don't spend a lot of time on design. This is for you to communicate how the referral hook will look)

Customer Touchpoints

After 5* delivery
After more than 3 orders
After more than 5K cart value of orders
After ordering and giving them discounts - at the end of the screen

Brag-worthy element

Authentic protein at the best prices / made even cheaper with year-round coupons
KL Rahul brand - trust/ additional 3rd party testing for labels and heavy metal - 2X safe
Get nutritionist calls that make personalised plans and recommend products based on your needs.
Get all your favourite brands at one place: MB Whey protein, Avvatar Creatine, The Whole Truth - Peanut butter, best products from the best brands
Wide range of choices based on price points, something good for everyone.
Be a part of the fitness communities get an insight and a trip to your favourite brands offices and exclusive inside look.

Platform Currency

H Cash - A platform native currency where 10 HCash = 1rs discount directly applied to any purchase you like

Referral Discovery

After the order is placed. Or the order shipment page
Emailing them after they rated 5 stars on a hyugalife order
Push notifications to people who bought 3 times from Hyugalife
On the footer of the E-comm page

Program to Encourage Continuous Referrals:

3 Referrals: 1x bonus H-Cash - Cool welcome merchandise - 10% off personalised coupon code
5 Referrals: Right to buy Exclusive gift hampers - 12% commission on every order
10 Referrals: 1-year gym membership worth 1 lakh; Exclusive merch from your favourite sports nutrition brand
50 Referrals: KL Rahul signed shirt; one-on-one with the CEO of your favourite sports nutrition brand and an exclusive trip to their warehouse and office
100 Referrals: Staycation in Goa; an all-expense 3-day trip for two people.