Runna · B2C · running training app
Aim the app at first-time runners doing couch to 5K, not all sports
Earned a strong valuation; Strava bought it to reach beginner runners
Workedpositioning-niche
What they did
Did not try to be the #1 sports app; positioned as the #1 running training / couch-to-5K app and built its brand around helping people run their first 5K.
What happened
Guest says the narrow positioning got it a great valuation and an acquisition by Strava, which wanted beginners it couldn't attract.
“Runna didn't try to be the number one sports app in the world. It tried to be the number one running tracking app, right? The number one couch to 5K app in the world.”
Related topics
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New tactics from the week's founder interviews, each linked to where it was said.
More from Runna
All 8 Runna tactics- Target serious runners with training plans that adapt after every runWon the race-training niche; later bought by Strava
- Use AI tools to go from tens to 400+ ad concepts a month400+ concepts/month; said to lower CAC and speed up learning
- Give each runner AI coaching feedback on every run, built by an ex-coachGrew fast and was bought by Strava; no growth numbers given
- Give each running influencer their own workout plan in the appGuest says it built a strong brand and rocketed up the charts; no numbers
- Buy a beginner-friendly app and sell it to your users as a bundleDeal closed; adviser calls it '1+1=6'; no post-deal numbers shared
- Keep a bought app separate and sell one subscription for both apps
More from this episode
- Flo: Pitch the app as #1 in women's health instead of competing in all of healthBecame the first women's health unicorn: $200M+ raised at a $1B+ valuation
- Waking Up: Charge $20 a month or $150 a year for a meditation app~25K downloads a month bring in over $1M a month (Sensor Tower estimate)
- Waking Up: Build the app around a trusted podcaster, and put his voice in the first sessionTiny download numbers earn $200K-$1M+ a month; creator-dependence makes the app harder to sell
- Flo: Run over 100 experiments a monthGuest cites it as part of what made it a top health app; no direct numbers
- Strava: Buy a beginner running app so new runners later move up to your app
- MyFitnessPal: Buy a viral food-scanning app for its knack for pulling in new users
- MyFitnessPal: Sell the app again after its growth has already slowedResold for over $100M less than the $475M paid five years earlier
- BlueThrone: Buy apps that already found fans, then add a full team to grow themWorked really well, per the guest; no portfolio numbers given
- BlueThrone: Buy apps that get lots of downloads but lose users, then fix the productA couple of such deals brought outsized returns for founder and buyer, per the guest
- If you charge under $10 a month, test $20 on 10-20% of users
- Use weekly plans for apps people need for a short time, like datingWorks well in dating and follower-tracking apps; fine for cash flow, weaker for an exit
- Pick a buyer type, study its last 5 deals, and start talking a year earlyGuest's favorite deals came from founders he'd messaged with for ~12 months
- Once a TikTok works, spin up 20 to 100 more videos on the same ideaBuyers value a repeatable viral machine over one-off hits; no numbers given