Growth Foundations for I'm Safe
I’m Safe is a personal safety platform that helps people stay safe through a combination of app features and smart safety devices. It is built around the values of connectedness and enables loved ones to look out for each other. I’m Safe had a few thousand app downloads and had recently introduced its safety device, with initial sales just beginning to trickle in.
The core business goal at this stage was two fold: (i) Increase revenue through device sales (ii) Drive deeper engagement within the app.
This document outlines the steps taken to audit current performance and identify key gaps, to arrive at strategic levers that would fuel the next phase of growth for the organisation.
AG
by Ashima Gupta
Steps undertaken:
1
Data collection and insighting
Ground work to create a coherent understanding of the overall landscape: product, users, market.
2
Building the Growth Flywheel
Building a growth flywheel to arrive at key levers of growth relevant at the current stage of product
3
Strategic Recommendations
Arriving and aligning the team at core levers that will fuel next phase of growth for the organisation
Foundational Work to Identify Patterns & Insights
We conducted a structured diagnostic across these four key areas to uncover patterns, gaps, and opportunities that would inform the growth strategy.
Competition & Market
- Broke down the broad idea of safety into structured layers and mapped key competitors against these layers to assess strengths and focus areas
- Identified positioning gaps and white spaces in the market. Used this analysis to craft product narrative
Customer Research
- Conducted interviews with device buyers to understand their triggers to buy and usage experience.
- Ran a market survey (~150 responses) to gauge market needs, behaviours and preferences. Conducted follow-up interviews with survey respondents
Product Metrics
- Analysed app usage data to track feature adoption and drop-offs
- Identified roadmap opportunities based on usage trends & user needs from market survey
Sales Performance
- Reviewed device sales data to identify patterns and gaps
- Linked sales trends to user segments for targeted growth actions
Growth Flywheel: Key levers across User Journey
Using the diagnostic insights and the growth flywheel, we arrived at:
- Four most critical points on the user's purchase journey
- Levers within each of the four pillars to focus on the next quarter
Strategic Recommendations:
All this groundwork came together in a set of strategic recommendations - shaped by strengths of the organisation, real user insights, and the growth flywheel we built together.
If you’re looking to uncover growth levers for your own business,
please drop a note at [email protected]
please drop a note at [email protected]