Train.Red product case study. (Part 1)

Hey,

Hope you're all doing well. 🙏

To save you time, you can expect the following on this topic.

In case you're interested only in one part, just scroll down. 😉

What`s inside?

• Intro

• Company overview

• Train.red competitors

• Messaging

• Marketing

• App

• Ideas

• My vision of the landing page with a demo

• Wrapping up

• A note from the author

Intro

When we talked about enduco last time, we noticed how apps are helping to increase athletes performance over time. You don't need to be an expert to start your journey. But what, if you would like to dig deeper and step up to the next level? In this situation, we prepared a new marketing report that looks quite interesting to us.

Are you ready?

Let's introduce Train.red which aims to use your full performance potential by analyzing your oxygen in muscles. We will try to understand if it's clear enough to the users and what opportunities we have here.

If we open reports we can notice the following. The global pulse oximeters market size was $2.1 billion in 2021 and is projected to reach $3.9 billion by 2031, growing at a CAGR of 6.3% from 2022 to 2031.

We have to make a note, that of course report includes different types of pulse oximeters that are used in medical institutes, therefore we're seeing the huge potential in this field for amateurs and elite athletes. Competitive athletes are always looking for ways to make their training more precise in order to improve efficiency and reduce the risk of injury. With technologies like Train.red you can track how hard your muscles are working.

The technology behind it calls near-infrared spectroscopy (NIRS). Honestly, the topic could be difficult for the user, but let`s try to figure out.

Before we start to talk about marketing, I just want to understand who stays behind the development of the product. It`s a Dutch company Artinis that specializes in NIRS technologies. I would say, it`s a gold standard in this field. If you will visit Train.red website you`ll find also a sub-menu about oxygen consumption science with a direct link.

If you have time, you could explore this topic for a better understanding, of how technology works and that`s awesome. So, at least we understand that behind the device, we have real science. On the other hand, I think not too many athletes would like to read all these articles. How to deal with situations like this? Right! Clear messaging! We have to deliver difficult topics with ease.

Company Overview:

If we will google a keyword: muscle oxygen sensor

Top 1: Moxy Monitor (visits per month 14K)

Top 2: Humon (visits per month < 5K)

Top 9: Train.Red (visits per month < 5K)

From open sources, we can see that the Moxy monitor is one of the tops in Google searches. From my perspective and brand vision, I think that Train.red is gonna be number one within the next few years or very soon.

Price:

Moxy costs about 750€. I would say it's a lot. Even if it has more value, I would prefer to stay at a cheaper price in case I have this option. I think from this point of view Train.red is a great alternative.

I am pretty sure when they finally launch applications in AppStore and PlayMarket it will win from the beginning.

Humon is another story.

I like their visuals more and for me, they are on the same level as Train.red but it's more clear regarding the message, device usage, and application. The only thing is that I can't buy a device and I don't know the price. 😂 If you click on Buy Now - happens nothing. You're just staying on the main page.

So, Train.red has even now more values and opportunities. Moxy doesn't seem like a device to amateur athletes. That's a big difference. Humon is more clear, but you don't understand how to purchase it.

Train.red with approach to create high-quality blog, podcasts and science behind is on the right way to build a great community in sports.

Competitors

My lovely part about every product. How clear is your messaging? We went through the website and Linkeid to understand if it's clear enough for us.

• To move, your muscles need energy. The most efficient way requires oxygen. We measure muscle oxygen and help you improve.

Well, I think that everyone knows that muscles need oxygen to perform. How you will help me to measure? Let's see.

Below, at least they're trying to answer my questions.

1) What they do?

• We measure your muscles. Live data from your training, race, or recovery, to help you improve your performance.

I guess it should be a wearable device and probably app, but I still didn't get an answer. Does it compatible with my watch?

2) How it works?

• Our AI and app convert this data into features to help you become fitter, faster and stronger.

AI is always with us, and it's true. We were right, it's an app that converts my data. I'm not sure how it still works. The only question is my head is: Can I use this device with real-time data during my endurance sessions?

3) Input vs Output

• Why only measure your body's power output in weight or watts, if you can measure directly how hard your muscle is working.

This a value of this product definitely and a user pain point. Why? Because we measure our weights, watts, pace, heart rate and etc. We have an opportunity to add more sense to our training with new technology and to measure our muscles work directly with their device.

If you scroll down the landing page, we can see a video promo with CTA button and the device. We can also see how the device is working in real time with some UI elements. Here is the most complicated part for me.

How is working user brain? If I see something, I expect to get his. I expect to see this data and UI design inside the app, but landing page didn't provide me with this information, only part of it. I didn't check yet, but it will be frustrating in case I won't find it.

From the image, we can see two key elements, watch and local oxygen with heart rate. So, I'm wondering if this device could be connected to a smartwatch like Garmin, Polar, or Apple to track my oxygen in real-time date. That's what I actually see from the picture. Will it happen? It's a good question.

Messaging

If we're checking the Linkedin page.

• BE AHEAD, the smartest muscle oxygen systems, your edge in sports performance.

Everyone wants to be ahead, especially athletes. Even if you're an amateur, there would like to achieve their personal best. In my opinion, they are quite clear with the mission and how they would like to achieve this.

• You don’t have to be an expert or scientist to experience the power of our technology, any sports enthusiast can.

I really love this message, because the reason that topics can be difficult for sports enthusiasts, they're working with my fears. I would like to see this message somewhere on the landing page, to be sure that as an athlete I have enough knowledge to use this device without any additional actions.

If we're starting to analyze marketing, mostly, it's the same channels, but depends on how you use them. Sometimes product wins versus marketing because the product is perfect. Sometimes marketing wins over the product.

Train.Red definitely has its brand colors and style. The name says the same. Red color is primary with black. I really enjoyed reading their Blog. You can find there some educational materials about the product, as well as a different science test. From what I can see, they invest a lot of time into content, and it will give dividends in the future for sure, at least in SEO.

Recently, they launched a podcast. You can check it out here. So, they're using different channels to reach an audience. I think it's a good tactic.

I really like products and companies that are investing time in good content. Your product is mostly about the content, and if you're an expert in your field, you will reach out to your audience.

I like what they've done for Black Friday! Instead of offering discounts to get more revenue, they are offering to think about the planet. This kind of relationship is a great impact on the world. We all use devices and products and we must care about the planet. In our daily routine, we forget about that. We have only one earth. Thank you that they remember that.

From this perspective, it opens plenty of opportunities for different partnerships. From every sold item, we can dedicate some revenue to planting a tree on weekly basis or join a project to deliver clean water in African regions.

Overall, Linkedin is a clear channel for me, where you can see the latest updates, some collaborations, or future event company is going to visit.

What's next?

Facebook - link is broken, so not sure they have a page there.

Instagram

Here is another story and they are quite active. You can see the same style with red colors and organic feed. 1400 followers for the product is a good result. I hope they will continue to invest time into that because they definitely could scale it and their target audience there for sure.

Marketing

They're sharing information about the product, behind the scenes, and information from the blog. I would like to see more information about the product in real life, more educational content on how to use data, and where I can get values. Of course, I would like to see more user stories. I agree, that they are quite new products on the market, but at least you can get feedback or some content production by asking your friends to help. 😉

TikTok

Here I have more questions. TikTok is a good source of traffic for products like this. Why? Because it's about motivation, hard work with some beautiful views of nature during the exercising. I explored the channel, but can't understand the primary strategy. Some videos look like they were taken from royalty sites. Don't get me wrong. I know how difficult to produce content, but if you're goal to get leads instead of to have a presence, you need to think about your strategy even on TikTok.

App

Firstly, I was confused a little bit regarding the usage of the device. After the research, what I found for now.

Train.red app is available now only for Android. As I noticed, for now there is no app in the Google Play Market. You can download the app from Google Drive.

I hope they will develop an application for iOS soon because they're losing a huge audience without an app.

Alternative?

You can connect the device to the 3rd party application available for iPhone and Android apps. It's called VO2 Master Manager. That's good that we have an alternative, but I would prefer to use a brand app. Why? If I am right, images we saw on the website with UI are from the Train.red app, and that's what I'm expecting to see.

Where is a sense here?

You don't need to develop with a fast pace your own application, So, you can start to sell the device because you're partnered with 3rd party app.

In sense of UI experience, it frustrates me a little bit. Just my feelings. I mean, the process looks difficult. It's not clear what and how I can use it. Maybe, until we don't have a completed brand app for iOS and Android at Apple Store and PlayMarket, I will create a separate section with the explanation that Train.Red is available for Android in beta test. So, no questions about why it's on Google Drive. You will focus more on 3rd party apps with an explanation, that while we are developing an app, you could connect your device here. That's my vision.

In the manual here you can find only the link for Android app. So, if you will find this manual, you won't find a message that it can be connected to the VO2 Master Manager. As for me, confusion again.The next one...Am I going to use this data with my watch? Apple, Garmin? I don't see information, but due to the GARMIN IQ store, the data display was added on the 28th of November. Here you can see what it should look like. For me, as a user, it is a good sign. What about other devices?

Ideas

So, what are the first steps we can improve in this case? As a startup, you have to improve a lot.

My points to improve.

• Focus on the landing page with better structure and simplifying the page. Deliver a message that the user speaks. Here we have definitely to do tests because finding an ideal formula is difficult sometimes.

• Due to the reason that currently they don't have an application for iOS, to launch it as soon as possible. Provide more information about the interface of the app, features and etc. As a user, I would like to understand what I get, when I purchase a device.

• Record a video about the product and how to use it. Would be great to watch real stories from beta tests and to see the values of usage.

• From my research, I see that they already have a display for Garmin, so to complete this, we have to add the same to Polar, Apple, and other devices.

• Price policy. The device isn't cheap. That's true. I would say, if you would like to buy a GPS watch, the price will be almost the same, which means you have to invest. As I understand, you have one sense for this price, and if you're running, you need at least two. So, you can do x2 and get 1200 for the device. The pros, are that you don't need to pay for the application with a subscription model, but who knows what will be in the future.

  Solution?

  I'm not sure 100% it will be a daily usage device. So, what we can do? We have to calculate a model and maybe decrease the device price but implement subscriptions on monthly basis.

  Second, maybe make sense to implement an option for rent. Same tactics. You can rent a device for 30-40 Euros per month and subscribe for an application or just rent a device. Why does this make sense? You can use this device during your preparation, and training camp and back it to the vendor.

Let's be honest. You can create a lot, but first of all, you have to test and to find the best formula for you.

My vision of a landing page with a demo

Wrapping up 🍣

To sum up.

I think this direction is gonna be one of the top in the near future. The level of amateur sports increased significantly. Athletes would like to measure, and track their activity and perform as much as they can.

Why?

Multiple reasons, as I mentioned before. Self-motivation, confidence, and even the opportunity to earn. Micro-influencers create better engagement with the audience and it gives the possibility to sign contracts with brands.

Today it's a win-win situation for both sides.

I like products and brands, where facts are behind. Train.red looks like that. From my point of view. the challenge is to translate scientific ideas into the language user speaks.

A note from the Author 📝

Thank you once again, that you're staying with us!

If you would like to know more about oxygen consumption, I could recommend a very interesting blog I've found during my research. You can read it here.

As always...🙏

Numbers are from open sources and can be different. We are mostly about approaches, improvements, and personal experiences. From sports enthusiasts directly to you.

If you like this, you can talk about us.

You might know someone who will be interested in this information. 😉

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