Pitch the app as #1 in women's health instead of competing in all of health

Josh Peleg… or behind. So what I've tried to do is I've tried to break this down to like six very easily digestible rules to try and help people think and plan in the future of how they're going to try and reach these goals. And if we kick it off with rule one, so rule one is really about owning the category. And what do I mean by this? It's really about defining the category that your app is operating in narrowly enough so that you can comfortably say

Josh Pelegyou're number one in the category. Because this is all part of the narrative. If you can say you're number one in a niche category, then that's defensibility, that's a moat, and that's going to really boost the valuation. So if we take an example, if we take let's say Flo, for example. Right now, we all know Flo to be one of the top health apps. But a few years ago, it wouldn't be able to define itself as one of the top health apps. So what did it do? It narrowed down the category of health into women's health, or or menstrual cycle tracking, and it put itself in a position where it could comfortably define itself as the number one app

Josh Pelegin the women's health niche. So they were taking a larger niche of health, and they were narrowing it down to women's health. At that point, with their, you know, 70 million-plus monthly active users, they could become the first women's health unicorn and raise their 200 million-plus from from General Atlantic at the 1 billion-plus valuation, because not only were their metrics amazing, and and their funnels were amazing, and their testing was amazing, but they could define their category narrowly enough to very confidently, without a doubt, define themselves as number one in that category. And, you know, we could take another example here. Runna. Runna didn't try to be the number one sports app in the world.

Josh PelegIt tried to be the number one running tracking app, right? The number one couch to 5K app in the world. And that's what it did successfully, and that's what got it a great valuation in order to be acquired by by Strava.