Case Study of the Calm Meditation App

About the Calm App

Brief History

  • Tamara Levitt, the app’s principal narrator, was appointed Head of Mindfulness in November 2014.
  • In 2017, the firm earned $22 million in sales and had a revenue run rate of $75 million. Calm had raised $1.5 million in angel funding as of 2017.
  • Calm was named Apple’s “App of the Year” in 2017and was named one of the fastest-growing private companies in America by Inc. in 2018.
  • As of February 2019, the firm was worth $1 billion and has raised $116 million from current investors such as Insight Venture Partners, Ashton Kutcher’s Sound Ventures, and Creative Artists Agency.
  • Calm bought Ripple Health Group, a digital business that provides people with appropriate healthcare solutions, in February 2022. Calm Health, which will replace the company’s current employer product, Calm for Business, will be the focus of the purchase.

Success Story: Calm Mobile App

Founding Calm

How Calm Does it?

  • User Experience
  • App Specialists
  • Partnerships

Market Analysis

Competitive Analysis: Calm vs. Headspace vs. Meditopia vs. Waking Up

Calm’s Revenue Model: How Does It Make Money?

  1. Subscription Revenue Model for B2C
  • A yearly subscription package costs $49.99 per year.
  • Calm For Life is a $399.99 unlimited membership plan.
  • Calm for Team: Suited for businesses with 5 to 100 employees. The subscription rate per user reduces as one adds more users.
  • Calm for Business: Designed for businesses with more than 100 employees.

Important Features Contribution to Calm’s Strength

  1. Daily Practice Routine

Transformation Possibilities

Difficulty Matrix

Interesting Insights of Calm

  • Calm collaborated with HBO Max to develop the series “A World of Calm.” Idris Elba, Nicole Kidman, and Keanu Reeves star in this ten-episode series, which features realistic situations narrated by celebrities.
  • Calm’s Chief Purpose Officer, Jay Shetty, a former monk, purpose coach, and best-selling author, provides its users with 7 minutes every day to become their best selves.
  • Jonathan Bailey, the ‘Bridgerton’ star, has a story on the Calm app called ‘Love Letter from an Englishman,’ which will let anyone sleep to the sound of his voice.

What does Calm want to accomplish in the future?

  • Improve the search experience.
  • keep users committed to their meditations by keeping them motivated, consistent, and accountable.
  • keep up with the latest preferences of your users.
  • Combine a social system with the user’s contacts so that the user may track their friends and family’s progress on the app and engage with them.
  • Develop meaningful content with popular TV/toy symbols for kids via corporate relationships or expand on current collaborations while still maintaining the meditation component.
  • Calendar appointments for meditation should be added to users’ calendars.

Final Words



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