Giới thiệu
Calm là meditation & sleep app, thành lập 2012. 100M+ downloads, 4M+ subscribers, $300M revenue/năm, valuation $2B (2019). Mô hình: freemium (7-day free trial), subscription $15/month or $70/year. Content: meditation, Sleep Stories (read by celebrities: Matthew McConaughey, Stephen Fry), breathing exercises, stretching, music.
Case Study
User insomnia subscribe $70/year: listen Sleep Stories (45 minutes), fall asleep 50% faster. Calm Business: American Airlines offer free to employees (40K+). Marketing: Super Bowl ad $5M (2019) → 1M downloads in 1 day. Kết quả: 100M downloads, 4M paid subs, $300M revenue, App of the Year 2017.