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<ul><li>StepSetGo was born when one of the founders joked about losing the enthusiasm to workout in the gym every day and pay a hefty amount of money for it. </li><li>They thought to themselves that roles should be reversed and consumers should be paid for working out and achieving their targets. </li><li>Two years later, StepSetGo has added 7 million users on its app and is known for its rewards. </li><li>We catch up with Shivjeet Ghatge, CEO and Co-founder, StepSetGo to further understand the idea behind the app, discuss the challenges of COVID-19, future of the fitness industry and his goals for 2021. </li></ul>StepSetGo, as the name suggests, started out to encourage people to step out and take a walk. However, the COVID-19-induced nation-wide lockdown threw a real curveball on their way and it was time for them to get creative and relook at their approach. Shortly, with some creative ideas and quick execution, the lockdown proved to be a blessing in disguise for the brand. The user engagement (social triggers and gamification triggers) of the application peaked and its user base jumped from 5 million to 7 million after the lockdown. However, the starting of the lockdown, like many other businesses, was the lowest point for StepSetGo. Shivjeet Ghatge, CEO and Co-founder, StepSetGo, shared, “Since our core concept revolved around movement which was not restricted, at the start of the lockdown we didn’t see too much of a spike. In fact, what we did see was a slight decline in the number of total steps taken by our users, which was bound to happen. However, when we rejigged our systems, to adapt to the new circumstances we were all facing, things changed. Once we made that very subtle tweak, we did see quite an uptick in our traction and the number of time users were spending on the application almost doubled. On their strategy behind transitioning from an outdoor app to indoor fitness app, Ghatge added, “It was a two-fold strategy. First, we switched the coin multiplier to reward users more for walking indoors rather than outdoors. Next, we created an ecosystem of games as well as heightened incentivisation. Example; turbo time, which happens a few times a day gives users a chance to earn more coins for every 1000 steps. We also introduced hyper-casual games that unlock more chances by walking.” It all started with a joke StepSetGo was born when the founders thought to themselves, “Why am I paying the gym so much? Getting fit is so hard, the gym should reward me for going!” This joke was the inception of StepSetGo. They thought getting fit was hard enough and finding the motivation to walk into a gym every day is an uphill task. It also requires a lot of patience to see the end result one is aiming for. So, the founders asked themselves what is it that every Indian loves. They came up with a simple solution, “Why not reward users, provide additional motivation and make it fun? We knew there was potential here and went for it, all guns blazing!" Every 1000 steps a user takes is rewarded with 1 SSG Coin. These SSG Coins can be collected over time to claim products and discounts in the in-app Bazaar. Three months into the launch of the app, it had seen 650,000 downloads with no marketing. That’s when the founders knew they had a winner and kept walking. “What has worked for us from the get-go has been ‘word of mouth’ publicity. The freshness and uniqueness of the idea along with the fact that the app works as a highly effective motivation game are what has really helped drive our organic growth, especially through our users. Therefore, so far we haven’t found the need to make heavy investments in marketing,” said Ghatge. In September 2020, StepSetGo entered the top 50 free apps under the Indian 'all' category and reached the second spot in India under the 'health and fitness' category. It also won the Atma Nirbhar Bharat App Innovation Challenge under the health and fitness category which accelerated the 2-year-old app’s growth and brought it to the forefront. However, for Ghatge, consumer feedback was the biggest win. “For us, the true achievement was the number of users who wrote to us on the goals and targets achieved as well as weight-loss success stories, which we’ve even put up (a few) on the StepSetGo website,” said he. Customer feedback and word-of-mouth helped StepSetGo reach its goal and going forward, it will continue spending on digital mediums to expand its user base. Telling us about the app's first campaign and how PM Modi’s mention helped the app gain organic users, Ghatge said, “Our first-ever marketing campaign was released just recently in November 2020 in time for Diwali. #SSGKeSaathChal was a playful campaign boosted solely through social media channels to just remind people to stay healthy, active and make every step count during the festive season. Finally, not to forget when the Honorable Prime Minister mentions you on Maan ki Baat, no form of marketing could work better than that. From a future perspective as well, we won’t be doing traditional forms of advertising, we believe we can do much better-targeted advertising through online means when we start allocating a dedicated ad budget.” Trends in 2021 Customer sentiment is still fairly divided in the market. There is one set of people that have adapted to the concept of online fitness and then there are the traditional fitness followers who have been waiting to get back to the gym and resume their sessions. As a result, many fitness brands have dabbled with hybrid models that cater to both kinds of cohorts. Ghatge said that it is too early to comment on StepSetGo’s hybrid model’s execution but did agree that hybrid is the future of the fitness industry. He said, “Hybrid is very much the future. The lockdown saw a large chunk of new audiences who had every excuse in the book to not commit to a fitness regimen, suddenly taking the leap due to heightened accessibility (made possible through the virtual fitness boom) and time availability.” However, to sustain this surge in interest, Ghatge said that the fitness apps will have to evolve through collaborations that give more choice to the user. “For most people, convenience is key when it comes to fitness. So, the solution will need to be user-centric, giving them the option of maximum flexibility when it comes to making a fitness choice. For something like this, what could be a possibility is two-three (offline and online) different players coming together to provide this holistic solution. One thing is for sure, each player must have a focused offering. So when multiple players do come together, each one can set a defining functionality that compliments the other, which will inevitably help with growth, acquisition and carving a niche for themselves,” said Ghatge. Vision StepSetGo’s vision is to create an all-encompassing tracking ecosystem that goes well beyond just walking. Elaborating on his goals, Ghatge said, “It's our ambition to be able to map and monitor all physical activity our current and potential users could possibly explore. So whether it's a home workout, kickboxing class at your local fitness centre or Yoga in the park, StepSetGo will be able to track, monitor and reward you for progress made.” StepSetGo would also focus on improving its technology, which Ghatge says, is the app’s core strength. “We are working on using the front camera to authenticate different movements. Internationally we have seen some innovative fitness products like the game on the Nintendo Switch called the Ring Fit Adventure or The Mirror to name a few. We will be moving towards trying to integrate more and more fun and engaging options to motivate people to stick to their fitness goals. And more importantly, you can be sure that all these activities will be gamified and socially integrated inside the StepSetGo ecosystem to keep users motivated,” shared Ghatge. StepSetGo is also looking to close its first investment round and push out all the features that are currently in development. Ghatge said, “These developments will let users record and compete on a lot of other metrics apart from walking. Apart from that, our vision to create an all-encompassing fitness monitoring, tracking and rewarding ecosystem so that no matter what the fitness requirement of a user, StepSetGo will provide a solution and reward that activity. With COVID, as the whole country became more health-conscious and ‘immunity’ became the talk of town, StepSetGo is aiming to grow its revenue by 10x in 2021. “Looking at the market and the enthusiasm towards fitness, we aim to grow by 10x,” Ghatge signed off.

StepSetGo aims to grow its revenue by 10X in 2021

<ul><li><keyword id="6948772" type="UNKNOWN" weightage="20" keywordseo="shivjeet-ghatge">Shivjeet Ghatge</keyword>, CEO &amp; Co-founder, <keyword id="9354324" type="UNKNOWN" weightage="20" keywordseo="StepSetGo">StepSetGo</keyword> writes how <keyword id="2934296" type="COMPANY" weightage="20" keywordseo="word-of-mouth">Word of Mouth</keyword>, a conventional tool continues to sustain in the unconventional world of social media marketing.</li><li>He suggests how WOMM can become an integral part of the sustainable growth of a brand. </li></ul>In the hustle and bustle of the social media world as onlookers, we are often attracted by the lives of influencers. They are continually showcasing their purchases, experiences and not to forget brand associations, making us want to own all those things and more. Personally, even I have succumbed to these enticing portrayals. It only redefines the power of Word of Mouth, a conventional tool in the unconventional world of social media marketing. In simple words, <keyword id="9953056" type="UNKNOWN" weightage="20" keywordseo="wom-marketing">WOM marketing</keyword> is getting positive experiences of using the brand, product, or service of the customer out during social interactions or conversations with friends, family, or on social media. It is the most organic form of the initial impression that a brand can bring out without having to invest any money. According to recent studies, WOM generates two times more sales than paid ads. Experts say that it can influence consumers at every stage from the initial consideration, on-going evaluation, to the moment of purchase. In short, WOM goes the extra mile as compared to advertising. It is driven by what friends, family, or peers feel, creating an everlasting imprint about the brand. We live in times where one is bombarded with information about the brand from every possible direction. The target audience has matured immensely over the years and refrains from falling prey to billboards, TV commercials, or unbelievable offers. The consumer is aware of all the hacks that a brand owner is trying to sway them. This upswing of advertising and marketing tactics in recent times has only declined the recall value for the brands in the real sense. However, it has led the customer to look for a relatable source of information that is as unbiased as possible. WOM plays a significant role here, right from introducing the product to building brand loyalty. To be precise, let's say a consumer is providing positive information to the next consumer and so on, creating a chain of endorsement for the brand. Business owners have realized this potential WOMM holds and have quickly adopted the tool in every possible way to create as many brand influencers as possible. The fact is that the consumer is in control today of what they want, how they want it and when they want it. Partnering with the consumer is not an option anymore for the brand; it is the need of the hour. An inside view of the brand to the consumer will create a win-win situation for both. It is only wise that we realize the changing dynamics of the rising power of consumer control and make them an essential arm of the organization’s messages through word of mouth. Let us look at how WOMM can become an integral part of the sustainable growth of a brand. Clear articulation: When people endorse, they are not sharing the tagline or a jingle with their best friend. They are merely sharing a fair opinion about the service, product, or brand. Having clarity and defining the language is vital to replicate seamless messaging through WOM. However, the consumer will choose a style that will be more reliable and convincing. Recognize your audience: It is crucial to classify, inform and encourage influencers thoroughly. Consumers who already talk about the brand should be used to spawn more WOM for the brand. Recognizing and acknowledging the users and people who unfailingly speak about the brand is the best way to gain affinity and a positive WOM. Engage end to end: The next step is engaging with your customers. Be a part of conversations, reply to comments, address issues, and acknowledge the messages. Engaging with customers is a passive yet active way of achieving a strong following. Don’t just build customers; aim at creating a connection with them as this leads to incredible insights. Consumers appreciate when their favourite brand interacts and connects with them. It is a gesture that helps in forming a long-lasting loyalty leading to exponential growth. For better engagement, connect with social media influencers and product reviewers. A useful review by famous and influential personalities helps lift your online reputation, attracting more attention to your brand. Rewarding &amp; acknowledging: An event or an experience usually triggers word of mouth. Gifts, excellent service, and added benefits, along with a quality product, adds to the overall appeal of the brand. These triggers create a striking recall value for the brand and give customers good talking points. Additionally, expressing gratitude and rewarding the consumer is nothing but nurturing the organic influencer of the brand that skyrockets WOM. Being a start-up entrepreneur, I feel while building a brand, creating a user base that is organic and loyal is one of the key growth drivers. WOM plays a measurable role in achieving growth with defined numbers at every junction. WOM is like an old wine in a new bottle, and one cannot ignore the role it plays in building a sustainable brand. It is only wise to consider WOMM along with other growth drivers of the communication mix. Go ahead and get people talking about your brand and your business. That’s the easiest, quickest, and most powerful way to grow! - By Shivjeet Ghatge, CEO &amp; Cofounder, StepSetGo

The power of dialogue: How Word-of-mouth has become a powerful marketing strategy in the era of social media

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StepSetGo aims to grow its revenue by 10X in 2021

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The power of dialogue: How Word-of-mouth has become a powerful marketing strategy in the era of social media

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