MindValley sells itself as a global school for Humanity. A kind of New Age university, or a new type of education. They give you educational courses that help you to see the world differently. Like lifestyle design systems to bring energy medicine into your everyday life and your spiritual energy for life-changing success. It is for the people who are dissatisfied and feel unhappy with the world. People who are living in or with their position in the world, and want to make a change.
More specifically it is for people of a spiritual bent not in a religious or traditional sense, but in a spiritual. People who feel that there is something more to the world the materialistic so, you get a lot of people like Tony Robbins, Grant Cardone, and others who give you rules and techniques to get out there make more money. And if you have more money, you’re going to be happier successful, and more productive.
Value Proposition
MindValley’s value proposition is catered towards offering support and uplifting its customers. Enabling them to do more about what they want to do, so this is why it’s life-changing.
Personally, I have only used two of the MindValley apps. These apps are automated. In a way that there’s no real need for you to connect with anyone at MindValley. So you’re feeling part of this light lifting environment where everybody is around you and loving you, but it is all digital. It’s not all impersonal, and it’s all done to deliver the same quality at scale.
Customer Relationships
MindValley has two very different types of customer relationships. One for the low pricing mass-market consumer who’s coming in and doing a course. They’re not spending a lot of money on them. They’re getting them into the funnel, they’re trying to upgrade them uplift them. And then you’ve got that the high touch. These people are willing to spend a lot of money. They have bought into the MindValley kool-aid that they’re then giving them the high touch interaction.
It is a little bit like the interaction that you have with Google, or MailChimp, or any other Silicon Valley effort. On the other hand, there are high-end event interactions. Here people are treated like royalty. Much more along the lines of the Ironman brand and how they treat the athletes going to their events. Or even going into somewhere like Tiffany’s and a high-end jeweler, you gave this real detailed care and attention.
You might ask how MindValley started offering courses? Their original product was meditation tapes. Headspace and Insight Timer took over this. So they shifted from selling meditation tapes and now are offering courses to better your life.
Target Audience
Their target audience is more focused on generation X, people in their 30s to 50s. Their biggest customer segment is women. Stressed about work, family, or anything else, the main target is these women. After taking these courses they will refer them to their friends and family which will drive a lot of traffic to MindValley. They are essentially training their customers to sell them after they have taken their courses.
With MindValley’s workplace voted as one of the best places to work in Malaysia, they are marketing themselves to the people they want to work with, asking them to come and bring change to the world. Their office looks something like entering into an office in Silicon Valley with a very focused capitalistic worth ethic.
Marketing & Cost Structure
MindValley is not really creating the content. They are dependent on different people to bring in the courses which they sell. The content they are creating is sales and marketing content to sell these courses. Turning raw products of these creators into a saleable product with the help of videographers, copywriters, etc. Who is the target audience? What do they want in a course? The questions help create the course.
Their cost structure goes straight onto the river with the creators, with its live event. They spend shad loads of money on marketing, probably 60% – 70% of their costs are going to be on marketing once you take into account the revenue share because pretty much once the platform is up and running more marketing means more money, so they keep on putting more much more effort into marketing.
