Day 69 in MIT Sloan Fellows Class 2023, New Enterprises 6, Peloton
Peloton
Peloton is the major exercising kit and we studied its marketing and business strategy in early period.
Who is the customer? Beachhead market?
Watch its first commercial video. Then, try to guess its main customer segment.
- Female
- Late 30ish to early 40ish
- mother
- working
- high income
- higher income than husband
- suburban family
Why this product for working women?
Because it requires a lot of commitments financially and physically.
You need to pay 2K upfront and dedicate a lot of time for exercise.
She is both end user and economic buyer.
Where is the next market
After siginificant success, you got 100M from investors.
What would you do next?
Some potential ideas.
- Athelete goods and items with Peloton brands
- Selling devices to gyms
- Aim single users
- Sell new product such as treadmills.
The best idea is easiest option.
You leverage new asset(cash) for financing new segments and make them affordable for Peloton purchase.
Few companies realized this "easiest solution".
