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How to Move Your Fitness Business Online

Sarig Reichert of Wix describes how UK fitness center owners and physical fitness coaches can adjust their offering by moving their service online throughout the coronavirus pandemic

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Impact of the coronavirus pandemic on digital consumption: A marketing perspective

While the world continues to live in lockdown, the impact of the novel coronavirus is bringing unprecedented changes in the behaviour and habits of people in terms of media and entertainment consumption, including but not limited to digital platforms, television, news, etc. People are consuming more online content even while cooking, exercising, or working from home during these unusual times.

digital content

The obvious shifts that have been reported so far from the impact of coronavirus pandemic on digital consumption are:

Video streaming/OTT platforms

A WPP report on ‘Impact of COVID-19 on consumers & brands’ suggests that the video-streaming platforms have seen over 113 percent rise in the number of average users since the nationwide lockdown.

Various video-streaming platforms are looking at the growth in a similar pattern during the pandemic, with the availability of time, undivided attention and disposable spending power.

Social media platforms

Coronavirus has socially distanced people, but social media has brought the community even more closer. The surge in the use of social media platforms has been estimated at 82 percent as it becomes the primary medium of communication and entertainment during the lockdown. The screen time spent on social media will continue to grow as the users are posting 352 percent more content, and are spending an average 4 hours on the apps as compared to 1.5 hours previously.


Online games are becoming favourites among the masses looking to kill time. A 76 percent surge in gaming has also been noted.


While people are locked in their houses, ecommerce grocery platforms took it upon themselves to provide the customers with the essentials. Major brands are currently delivering over 283,000 orders every day – and this shows the amount of time being spent on these ecommerce apps.

Digital Disruption & Reverse Migration

Despite the type of content being consumed, a clear observation can be made that every generation is highly dependent on digital platforms/channels to keep themselves distracted or informed during the lockdown.

While we see that a lot of time is being spent on digital platforms, this creates a humongous opportunity for marketers who cater to both B2B and B2C segments of the industry to tap and engage with potential customers.

The current scenario is quite comforting for brands across all domains, as they have been able to communicate and engage with their target audience meaningfully, creating long-lasting relationships.

Brands are making the most of OTT players, social media, and gaming platforms as an advertisement platform since people are getting habitual of these platforms. Further, there is a likely scenario where people of all generations – Gen X, Gen Z and the millennials – will thrive on digital consumption, making it the new normal.

In fact, brand marketers have an upper hand in this situation, as even when the lockdown ends, people are likely to stay home consuming online content – which means that there is an unlikely scenario where people spend less time socialising at public places post-COVID-19.

During the pandemic, various industries have been struggling to find a way to connect with their audience and are losing their brand presence. But digital media platforms are offering greater, enhanced and more targeted reach within the budget of the brands. Furthermore, platforms like WhatsApp, Jio and Facebook have come together to help the local neighbourhood kirana stores reach to their customers.

While we look at the accelerated adoption of digital media consumption, we must also keep an eye any reverse migration that suggests that people will move back to consuming traditional cable, news etc. If we look at it closely, we can see that the chances of the reverse migration are lesser as compared to the latest trends. The upswing in online consumption pattern is coming from not just from Tier-I cities but also Tier-II and Tier-III cities.

As people choose to stay at home, physical/social connection will exist among the people in parallel with a virtual existence as they share memes or new movie recommendations. Though digital media fatigue might repel people from using the platforms, people will continue to buy essentials or order food from ecommerce websites, and connect via video calls.

How will brands approach the customers post-COVID-19?

Brands are curating extraordinary content to meet the heightened content consumption, and are focusing on creating an agile plan that not only engages or entertains people but also empathises and helps people relate to the rest of the community. Some of the trends that will be noticed:

Video-streaming content will offer more free content, as many films will skip cinema releases.Virtual tours, virtual experiences, virtual-learning and virtual relations will form an integral part of the new normal.More home-produced content will keep the population entertained and give something to look forward to.Online content-streaming platforms will seek investment to cater to the amplified demand for online streaming content.

The proper management of digital content will attract even more customers to the video-streaming platforms – for trailers, discussions, researches; social media platforms – for sharing, interacting and promoting; and otherwise, brands will digitally transform to meet the needs.

The influx of customers on these platforms will allow them to offer substituted rates to allow the brands to curate creative content and mingle with their target audience in large numbers.

The path forward

Augmented consumption of digital media – be it OTT platforms, gaming, news, or social media channels – is becoming the new normal as social distancing is followed worldwide. As the world is turning digital, it is increasing the bandwidth for the brands to reach a wider and global audience.

Also ReadFrom print to online and OTT: the changing patterns of news consumption in today’s world

Brand marketers are looking at interacting and engaging with various niche segments of their target market through various digital marketing tools such as ecommerce ads, in-game ads, social media ads, OTT ads, and more.

(Edited by Kanishk Singh)

(Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of YourStory.)

Want to make your startup journey smooth? YS Education brings a comprehensive Funding and Startup Course. Learn from India's top investors and entrepreneurs. Click here to know more.

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Pivot and Persist: To adapt to the new norm, Indian startups are deftly changing course and innovating amidst the COVID-19 crisis

News of layoffs, furloughs, moneying crunches, and shutdowns have actually wrecked the Indian start-up environment in the previous 2 months. As start-ups feel the complete effect of the coronavirus-induced crisis, most of India &#x 2019; s 30,000-odd start-ups might be required to shut store as company activity comes to a dead stop and financing dries up.

And yet, it &#x 2019; s not all gloom and doom in the start-up world &#x 2013; a minimum of for an active couple of.

Indeed, a growing variety of start-ups are rotating to take brand-new chances, changing their company designs and offerings to browse the existing crisis.

 pivot, start-ups

For some, this suggests diversifying into sectors like edtech and health care, which are bucking the pattern in the present environment and seeing a substantial uptick in need as finding out relocations online and individuals end up being more health-conscious. &#xA 0;

Yet others are transforming themselves, with modified or brand-new offerings to interest clients in the brand-new typical where digital improvement and adoption has actually sped up.

&#x 201C; Our guidance to business owners is easy and plain. For start-ups in specific sectors to sustain and make it through, a pivot is not one of the choices, it is the only alternative, &#x 201D; states Deepthi Ravula, CEO of WE Hub, the Telangana state federal government &#x 2019; s effort to promote ladies entrepreneurship.

According to a study of over 250 start-ups by Nasscom , around 54 percent of Indian start-ups are seeking to pivot to brand-new service chances, diversify into development verticals like health care, and boost concentrate on emerging innovations such as expert system (AI), Internet of Things (IoT), and cloud computing. &#xA 0;

 Zomato, Deepinder Goyal

Gurugram-based hospitality chain Zostel is one example of a start-up that &#x 2019; s innovating for a post-COVID-19 world, where physical distancing has actually ended up being the brand-new standard. The start-up is seeing this modification as a chance to release a brand-new organisation stream &#x 2013; social-as-a-service &#x 2013; as it visualizes a method to permit its neighborhood to socially engage with each other without leaving their houses.

Similarly, Chandigarh-based education start-up Robochamps, which is concentrated on instilling robotics-based knowing in the Indian education curriculum by establishing robotics labs in schools throughout India, has actually now revamped its organisation design to a simply online platform. It has actually likewise begun providing brand-new courses in addition to those on robotics. &#xA 0;

Further south in Telangana, producing start-up V.T. Enterprises, that makes cotton and foam pillows, is now offering and sewing face masks to medical facilities to sustain itself as need for its items came to a grinding halt once the lockdown began. &#xA 0;

 Debjani Ghosh, Nasscom Also ReadCOVID-19 effect: Survival of Indian start-up community&at stake due to crisis, states Nasscom Also ReadCoronavirus: Zostel enables anytime, anywhere take a trip plans to assist its partners Building for the brand-new typical

&#x 201C; Lot of services will require to improve themselves in the brand-new world and a great deal of it is currently taking place, &#x 201D; states Sushanto Mitra, Founder and CEO, Lead Angels Group.

&#x 201C; Businesses will need to move online and have a higher digital existence. As usage patterns alter, circulation and transport designs will likewise alter. Every start-up has to figure out how they can move from something which might have ended up being discretionary to a staple, &#x 201D; he includes.

As costs choices move from discretionary to necessary, the sectors that provide the most chances for development are healthtech, vital services, lean production consisting of fast-moving durable goods and fabrics, edtech, material shipment start-ups consisting of media and news, hyperlocal services, and physical fitness and psychological health start-ups, states WE Hub &#x 2019; s Ravula .

To deal with this modification in customer costs behaviour, India &#x 2019; s tech start-ups are currently leveraging their tech knowledge to release brand-new product or services overnight.

 Coronavirus- Grocery Delivery

For example, as need for important services such as groceries increased and individuals purchased out less, foodtech unicorn Zomato released grocery and basics shipment service Zomato Market, providing grocery shipment throughout 185 cities in India, and is now ready to release it in the UAE and Lebanon.

&#x 201C; Our organisation has actually been significantly impacted by the COVID-19 lockdowns &#x 2026; I anticipate the variety of dining establishments to diminish by 25-40 percent over the next 6-12 months &#x 2026; All of this unpredictability undoubtedly required us to re-define our service method, &#x 201D; states Deepinder Goyal, Founder and CEO, Zomato. &#xA 0;

&#x 201C; There &#x 2019; s no going back to the &#x 2018; #x &typical 2019; &#x 2013; all we must concentrate on is constructing for the &#x 2018; brand-new regular &#x 2019;. Considering what we understand at this moment, the concept is to make a total shift towards being a transactions-first business, focussing greatly on a little number of big market chances in the food worth chain, &#x 201D; includes Goyal. &#xA 0;

Others such as fitness start-up CureFit have actually introduced a multitude of online classes as its fitness centres and health clubs needed to be shut throughout the lockdown and are most likely to stay closed for an extended duration in the post-COVID-19 world. &#xA 0; Earlier today, the start-up introduced paid membership bundles for its live virtual classes.

&#x 201C; With physical fitness center operations being suspended at the minute, CureFit has actually adjusted itself in the last couple of months and moved the majority of its services to the digital area … So far, our digital verticals have actually been widely gotten, and we wish to continue to develop on that momentum. Through monetisation, we hope that our popular live sessions can allow us to magnify the Curefit experience for our users, &#x 201D; Co-founder Ankit Nagori stated. &#xA 0;

With the lockdown putting a brake on financial activity, moneying down in 2020, and money runways of less than 6 months, Indian start-ups have actually been turning to a multitude of steps to survive. These consist of making substantial cuts to repaired expenses such as staff member incomes and property expenditures, along with changing to low-priced suppliers.

 Deepthi Ravula, WE Hub, Pivot and Persist

The current Nasscom report painted an alarming photo for Indian start-ups. It revealed that 92 percent of start-ups have less than 3 months of money runway, 22 percent have around 3 to 6 months of runway, while simply 8 percent have more than 9 months of runway.

The very same study likewise discovered that the majority of start-ups are feeling the effect of the financing lack, which, in turn, can impact their long-lasting sustainability.

&#x 201C; This is an extraordinary circumstance and clearly both little and huge business are impacted, with the smaller sized services more affected since of their restricted resources. Smaller sized start-ups and business are able and likewise nimbler to rapidly change themselves to tap brand-new chances, &#x 201D; Mitra states.

Also Read [YS Exclusive] Curefit co-founders Mukesh Bansal and Ankit Nagori open about layoffs, severances, payments. Also ReadAmid the COVID-19 crisis, this angel network is seeing brand-new start-up financial investment chances Knowyour consumer

The essential to an effective company improvement, nevertheless, is understanding the client, remaining real to the business &#x 2019; s vision, and leveraging its core properties, state financiers and business owners. &#xA 0;

&#x 201C; It &#x 2019; s constantly crucial to comprehend what your clients are going through and how their mindsets are altering. Consumer compassion has actually constantly been a core concept at StyleNook and this permitted us to diversify our material to consist of other way of life elements that are more appropriate to users today, &#x 201D; states Kuntal Malia, Co-founder of StyleNook, an online individual styling service for metropolitan working females. &#xA 0;  StyleNook Co-founders Kuntal Malia and Arti Gupta

StyleNook Co-founders Kuntal Malia and Arti Gupta

In the pre-COVID-19 days, StyleNook focussed just on workwear . It is now broadening into brand-new locations such as physical fitness wear, lounge-wear, and other classifications. &#xA 0;

Once the lockdown began, StyleNook likewise introduced a brand-new chat service Stylist Chat, where its stylists translate what works for the user’s body, offer work-from-home dressing hacks, and choose pieces that make users feel energetic and favorable. The business had the ability to do this rapidly by leveraging its core properties &#x 2013; information tools that made it possible for stylists to work from another location. 

Pune-based software-as-a-service start-up Zestl, which allows end-to-end procedure automation for its clients, is another example of a start-up that guaranteed its item progressed quickly to fit altering consumer requirements.

&#x 201C; Focuses are altering for our clients and thus, our story is altering as an outcome of that, &#x 201D; states Hardik Gandhi, Co-founder of Zestl. &#xA 0;

&#x 201C; The good idea is that for a business, which has a no-code platform that is essential for digital procedure change, it is a fantastic location and time to be. When there &#x 2019; s a great deal of churn and brand-new procedures, business need to progress and enhance their tools. Which &#x 2019; s a fantastic chance for somebody like us since this is our core proposal, &#x 201D; he includes.

Zestl Hardik Gandhi

Zestl Co-founder Hardik Gandhi

Startups like Zestl in the SAAS area, together with those in sectors like healthtech, edtech, and fintech are tweaking their offerings to not just deal with altering customer behaviour, however likewise tap brand-new consumers and markets.

&#x 201C; In the last 2 months, we &#x 2019; ve been busier than ever, introducing 7 to 8 applications as compared to simply one-to-two monthly in pre-COVID-19 days. A great deal of brand-new company designs have actually likewise shown up. We &#x 2019; re working with a new-age drug store circulation start-up in Jaipur, where you simply publish your prescription and the drug store nearby to you will provide the medications to your house. There are brand-new shipment designs; brand-new methods of servicing consumers, &#x 201D; Hardik states.

Ankit Nagori, Pivot and Persist

Indeed, the post-COVID-19 world appears set to be incredibly various from the world as we understood it, however Indian business owners &#x 2014; understood for their strength and &#x 2018; jugaad &#x 2019;, a Hindi term loosely equated to indicate a fast, low-cost creation or ingenious service &#x 2014; are remaining real to their name, with numerous taking a look at the crisis these days to develop the structures for a brand-new tomorrow.

&#x 201C; It is a recognized reality that traditionally such recessions likewise cause service disturbances and changes, which have actually opened a myriad of chances to solid business owners. Appropriately so, numerous Indian start-ups have actually signed up with forces to produce options that would assist individuals to cope and endure with the pandemic and its effect on daily life, &#x 201D; states Debjani Ghosh, President, Nasscom.

( With inputs from Rashi Varshney; modified by Saheli Sen Gupta)

YourStory &#x 2019; s Pivot and Persist series highlights Indian start-ups that are rotating to take brand-new organisation chances, changing their service designs and offerings to browse the existing COVID-19 crisis.

(Edited by Saheli Sen Gupta)

Want to make your start-up journey smooth? YS Education brings a thorough Funding and Startup Course. Gain from India’s leading financiers and business owners. Click here to understand more.


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