How would you justify the value proposition of a high ticket size product such as the Ultrahuman Cyborg, which costs 4999/- for two weeks to Indian consumers? How would you communicate this on the web pricing page? Write a PRD detailing your approach.

Understanding the psychology behind a high ticket sized purchase

People won’t hesitate to purchase something expensive

1. When the customers know the brand and believe in the values.
2. When the product is aligned with the customer’s objective.
3. When the brand helps customers envision the possibilities.
4. When the brand is transparent, has a clear message about the offering and prices.
5. When the product is so intuitive and intriguing that it becomes a part of the customer’s life.

Competitive analysis

Lumen

The closest competitor for the Cyborg right now is Lumen. It calculates the glucose when someone breathes through it. It costs around INR 1600/- for two weeks. 72% of the customers are from the USA.

HealthifyMe

They have announced the launch of two products, a glucose meter, and a weight machine. But they did not say anything about the price and the availability.

Scrutinizing the Ultrahuman Cyborg website

Website URL: https://www.ultrahuman.com

Pain points

1. On the home page, the word ‘tracker’ is used only once. There is only one visual of the product. I can only see some app screens. The home page talks about metabolic fitness and how the app is capturing it. For first-time visitors, it is impossible to figure out what is ultrahuman offering. I got confused between the app and the tracker. If the visitors cannot see the product, and understand the offering, they are not going to buy it.
2. On the home page, there is a section for the app right above the footer, which takes you to ‘the app’ page. On the app page, there is a section for the tracker, which brings you back to the home page. A user clicks for no additional information. No visual links between these two products have been established.
3. There is no ‘how to’ section for the users to understand the process or the basic usage guidelines.
4. The pricing of the tracker (cyborg), as well as the app, is not clear. I have to google for the price of the tracker. I am still confused, is the cost of using the Cyborg for two weeks 4999 + 999 = 5998/-?
5. There is no testimonial section on the page that builds the trust of the visitors.
6. A metabolic tracker is something that people in India have never experienced before. They are normally interested in weight loss, fat burn, and getting in shape. If someone is curious about the science behind it, it should happen on a separate page.

Google Keyword Research

Brainstorming some high-level solutions

1. Indian customers won’t be worried about how metabolic scores can help them get fit. So Cyborg needs to re-identify itself as a fitness companion, instead of a metabolic fitness tracker and bundle the app and the cyborg, and advertise the possibility of how someone can become an ‘Ultrahuman’. The keyword “metabolic fitness” is searched 10-100 times per month in India, whereas keywords like “weight loss”, and “fitness” are searched over 10K times. It clearly shows the customer is more interested in the latter. The product proposition should be aligned with the customer’s interest.
2. Finding prospective customers – recommendation of a satisfied customer is the best advertisement. So the initial target should be to find the first couple of hundred users and satisfy them.
   1. The Ultrahuman is comparatively new in the fitness industry. So the acceptance rate for a new product like the Cyborg should be highest among the existing app subscribers. A discounted price might encourage them to try it out.
   2. The app subscription comes with pre-recorded training sessions and bedtime stories. If the trainers use the cyborg while exercising and explain the benefits before each session, it should encourage the subscribers to try the product.
   3. A referral program might also help. For example, user A refers to user B, and user B purchases, user A to get a discount on his next purchase.
   4. A small discount for subscribing to the newsletter can increase the prospective customer base.
3. High-value content – Nobody wants to make the “costly” mistake of ordering something and not getting what they paid for. Naturally, people go to great lengths to alleviate that risk. Content about metabolic fitness and the improvement in lifestyle after getting fit on UGC platforms like Quora, Reddit, and Medium can increase awareness and build curiosity about the product.
4. Sharing the success stories like improved lifestyle captured on video testimonials and shared via emails can improve awareness and build trust around the product.
5. Quick resolution/ refund to the issues customers face in the subscription can also improve trust.
6. Clear communication on the website about the product, the offering, and the price is very important. The website or the landing page is the resume for any product. It should reflect the value Cyborg can bring to a customer’s life.

Moving on to the PRD

Objective

Set a clear message to the website visitors on why they should try the Ultrahuman Cyborg.

Features

1. The first screen should have the tracker and the app together, monitoring the glucose level while someone exercises to set the right expectation of what it does. The messaging should include keywords like ‘weight loss’, ‘fat burn’. And two call to action buttons. One goes to ‘request a call’ and one to subscribe to the newsletter.
2. The following section should capture all the features of the tracker and the app, one by one. Like someone doing yoga wearing the tracker and the app screen, someone is sleeping with the tracker and the app is playing bedtime stories and capturing vital information.
3. A ‘how to’ section to clarify the process. It can be a video as well.
4. Include customer video testimonials.
5. Some awards or recognition, media coverage, or some success data to build trust.
6. A price table with features.
7. Have a link to the help page with FAQs and raise a complaint.

Wireframe

Functional specification/ User Journey

1. When a user comes to the website for the first time, he/ she sees the video of a person exercising and the glucose meter moving. He reads the content which focuses on losing weight or burning fat and tracking the glucose score all day. He also sees two buttons, one to request a call, and another to subscribe to the emailing list.
2. When he clicks on the ‘request a call’ button a popup appears with 3 fields, name, mobile number, and email id. name and mobile number fields are mandatory.
3. When he clicks the subscribe button, the page scrolls to the subscription section of the page.
4. He scrolls down and sees different features like how the product tracks the glucose level throughout the day, helps sleep better with bedtime stories, monitors the quality of sleep, reminds him to workout, and tracks his progress.
5. There will be buttons for further readings for example, about the metabolic score, and the requirement for a good sleep in each section.
6. He scrolls further to see the awards and recognition the product has achieved. This can be a dashboard with numbers like how many people are currently using the data, and how many get benefitted.
7. The next section is for video testimonials, people talking about the product and how it helped them get into better shape.
8. Then a subscribe section that tells him what he can expect from the monthly or weekly newsletter, like better offers, workout plans, and diet suggestions, and asks for his email id.
9. He scrolls further to see the how-to section. This section tells him about the basic usage like when to take off, when to change, how to clean it, etc.
10. The next section is the Price table with detailed features and a purchase button. It also has a ‘request a call’ button.
11. Finally, a FAQ section with the most asked queries and a contact us button which leads to a page where the user can raise an issue.

Tracking Data

1. Different triggers for different ‘request a call’ buttons to track which data is the most convincing for the visitors.
2. How much are they scrolling?
3. What is the section where people are moving out? 
4. How many times a visitor visits the page before subscribing or requesting a call.
5. How many people are looking for additional information regarding metabolic scores, and the importance of measuring glucose in blood regularly?

Conclusion

To justify the high price of a product, we should present the Ultrahuman cyborg in such a way that is aligned with the customer’s interest. Second, make the product so useful and intriguing that it becomes part of the customer’s life. Last but not the least, the first 1000 satisfied users are the advertising billboard. That’s what I did with Appointdoctor, instead of generalizing the entire medical system, we focused on the first 15 doctors, finding a pattern, and solving the problem. With time and learning from day-to-day operations, we slowly expanded our reach to 100 doctors.

Read more case studies like this here.