Cal AI · B2C · photo calorie tracking app
Let users join friend groups and topic groups with streak leaderboards
What they did
- Stage
- scale
In their words
Daniel Heintzma - I speedran a new app from 0 to $2m/year in 6 months (here's how)
Daniel Heintzman… it comes to retention. So, like making the app like less buggy is clearly one of them, but I think improving the core logging experience. Like we did like a redesign of like the core screens in the app when it comes to like logging a meal. We redesigned like the food database, um the camera, the food detail page, things that people experience like all the time. Was also thinking about We had saw that there was a lot of clones of Cal AI. And so,
Daniel HeintzmanI guess the question is, is like how do you like create features that would work on Cal AI that wouldn't work on any other of these clones, as well as like a retention feature? So like one of the ideas that we had had, which we had shipped um like earlier on when I was when I joined Cal AI, was a groups feature, like a community feed where people can join their friends and then like stay accountable together and log foods together. So that was one. Another one was like streaks. So, making sure that people would come back on a daily basis to log their meals. Things like from the most retentive apps like Duolingo. The insight for groups was like Strava and trying to build like a network effect within within the app.
Joseph ChoiDoes Does Cal AI have leaderboards?
Daniel HeintzmanYeah, we have leaderboards on groups, so you could see like who has the longest streak and things like that.
Joseph ChoiOn the groups. Interesting. And do people just get auto-added to a group? Are they just always in a group, or do you like join specific groups with your friends?
Daniel HeintzmanYeah, we started off with specific groups for your friends, and then we later added public groups where you can like see others on the community and what they're doing.
Joseph ChoiWhat What are the groups like based on? Is it like for the public ones, is it um like around shared interests, or demographics, or anything? Or is it kind of just the goal is to just get everyone in a group in general, so that they have a community feeling?
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More from this episode
- Grow an Instagram account on Hinge prompt tips before building, with a preorder linkSome videos took off within weeks; audience existed before launch
- Charge followers $15 by DM for a manual profile review before buildingPeople paid before any app existed; proved willingness to pay
- Copy the text of a men's self-improvement account's most viral slideshows into your own designsSlideshows averaged 10-50K views; one hit 600K
- Make a month of TikTok slideshows in 1-2 hours from a spreadsheet and templateSeconds per slideshow; a month of posts in an hour or two
- Post unbranded slideshows until views come, then brand every slide with the appOne branded Christmas Day post got ~4M views and $5-6K revenue in a day
- Have one dating influencer make promo videos, then run them as ads from his pageTook revenue from $30-40K/month to about $2M a year; creative supply became the limit
- Open onboarding with short videos explaining the app before asking any questionsAdded after emails asking what the app does; no numbers given
- Ask for profile screenshots after the paywall, not before itSimple onboarding before the paywall performed a lot better; no numbers
- Sell extra analysis credits to people who rerun the profile checkAbout 11% of revenue
- Sell AI photo packs at $14.99 for one and $49.99 for tenBiggest upsell in the app; no spending cap lets big spenders pay more
- Preselect the yearly plan on the paywall to collect cash upfrontWeekly plan also tried; grew a lot slower
- Redesign the meal logging screens so people keep paying after the 3-day trial
- Add daily logging streaks, copied from Duolingo
- Let users post progress photos, meals and streak badges to Instagram storiesA lot of users share progress and meals; no numbers
- Make the 3 screens creators film (camera, loading, food detail) instantly clear
- Grow through fitness creators who sell coaching, so the app doesn't compete with themMain growth driver; guaranteed views vs hoping to go viral
- Ramp up paid ads once influencer growth is workingMarked Cal AI's big growth inflection point; no numbers
- Launch in a month with game-like branding unlike bank-style crypto appsWent really viral; idea to launch in about a month
Tags: ios, groups, leaderboards, network-effects, accountability, defensibility