MindValley Unlocked:
A Data-Driven Surge in Global Markets
Global Ambitions Meet Local Hurdles
Mindvalley’s ambitious endeavor was to reshape its growth strategy by understanding the unique desires and needs of diverse audience segments across pivotal markets—the US, UK, India, and Mexico. Aiming to unlock new revenue streams, the company grappled with the challenge of integrating this tailored approach with their existing product landscape and membership dynamics.
Strategy
Audience Insights to Product Blueprint
Determined to innovate, our strategy was to first dive deep into the hearts and minds of potential audiences and then craft offerings tailored to their genuine desires. This shift from a traditional model involved the painstaking process of unearthing both global opportunities and local nuances for EdTech. In the process, we aimed to profile 4-5 distinct behavior-driven audiences that could lead to actionable items ranging from content alignment to identifying optimal engagement channels.
Creative Solution
Deciphering Drivers Across Borders
Given the monumental task, we embarked on collecting, authenticating, and interpreting data across four distinct regions. This journey comprised the creation of four in-depth research reports, analyzing a staggering 293,929 data points, and delving into over 190 hours of interviews. All this with a singular end goal: to decode intricate market demands and establish a distinctive niche for Mindvalley.
Results
A Reimagined, Consumer-first Growth Roadmap
We identified 9 behavior-centric audience segments, gauging their size, growth potential, and presence within Mindvalley’s ecosystem — and found that only three segments were currently being reached. Equipped with these revelations, we devised strategies for acquisition, retention, and deepened engagement specific to each segment. Our recommendations touched upon innovative pricing structures and optimal user experiences, all centered around elevating the overall member journey
Behavior-centric audience segments
