Muto: Fitness that Fits

The Challenge

Muto needed to show investors exactly how they would move from being £70k start-up to £41m global brand within 5 years.

To do this, they needed to identify, understand and size their audience then re-shape their proposition around them.     

The Solution

Our diagnosis phase began with a small qualitative research survey by speaking with existing loyal customers, lapsed users and non-users. This allowed us to shape a nationally representative, quantitative survey to identify potential audiences, understanding their attitudes to health and fitness and the motivations, needs and triggers they have for seeking a new fitness solution.

We supplemented these two pieces of research with a mini-social media / search audit to understand how people are engaging in social conversation and how they are searching for potential solutions within the health and fitness area. 

The outcome of this work was a detailed audience segmentation map which allowed us to identify the audiences where Muto could better meet their customers’ needs than competitors.

We profiled and sized the audiences, pulling out insights around how they want to be talked to, what benefits they need to hear about and when to buy into Muto. We were then able to recommend how Muto should shape its positioning, messaging, comms strategy, product, pricing and expansion plans to engage this audience. 

The Impact

We identified an addressable audience of over 30m potential customers for Muto and they now have a clear and compelling strategy for how to target them.

We helped Muto to communicate their strategy and potential audience in their pitch deck which has enabled them to start engaging investors. They have also been able to prioritise and focus their activities in the short term and are using the marketing mix framework to provide direction for product and comms development.

Services Used

• Research & insight
• Audience identification, sizing and segmentation
• Marketing strategy and 4Ps framework (product, price, communications and creative, distribution)  
  

"I know a lot of businesses in our situation who are starting up, they think they know who their audience is and waste hundreds of thousands on creating ads and design work against this only to find it doesn’t work. 

When you do a piece of work like this up front to really get that deep understanding of your market and what they want and what you need to say, it makes everything much clearer in terms of where to focus and prioritise, it saves money, and it creates a strategic framework for activity that drives results”