Vision - 5 years: Want to see an activity commerce market grow out of existing social commerce/health site models + activity data + geolocation, other data.
Intrinsic incentives for behavior change work less than 10% of the time, but current rewards are cheesy. I idealistically hoped 'social proof' and motivation using your existing social networks would be enough to incentivize not just a 1x healthier act, but repeated and routinized behavior change.
Unfortunately learned over a year of getupandmove/imoveyou this doesn't work well, and even the most motivated users drop off. Lots of room for problem-solving here, but hard to not lose first mover advantage or be cloned.
Goal: Your action should be able to provide currency, literally and figuratively (points earned for calories burned converted to rewards/reductions in insurance premiums, which lots of new folks are working on).
Business model was this: 1. Sponsored campaigns for hospitals, health insurers, etc. (more social media than action - quant measurement of success was impressions). Enterprise model w/campaigns between 15-250k (we hit the low end but not the high end). 2. It was "Evite for healthy actions." 3. It was easy but time intensive to sell here given connections/experience in the space, but we spent a lot of time and human capital working on a glorified consulting model, even though we were successfully able to sell/close enterprise partnerships quickly (less than 12 weeks). Not scalable. Also, we found out we sucked at user acquisition with the direct-to-user model, and never 'went viral.' Our growth graph has a nice steady up and slightly to the right trend with no hockey stick in sight. Enter pivot.
Business model post-pivot: 1. Verify activity. Become middleware layer for 'proving' someone has done action or challenge using different types of data (example: geolocation, social proof/logins, accelerometer/fitness devices like FitBit). 2. Offer the verification to partners with potential for big distribution rather than go straight direct-to-consumer. Use founder strengths in this area. 3. It "will be" Paypal for verified health/wellness activities (individual and group).
Business model includes percentages of these factors which evolve over 2-3 years: 1. Sponsorship/campaigns (50% first year) 2. Lead gen (% cut; 25% first year) 3. With verification, conversions/cut of per action market completion + purchase, especially where actions include purchase of item.