Since conducting our first closing in March we have launched our Run Your First Mile training plan. Alpha testing it last summer and beta testing it in the fall, we spent six months developing the plan and our first 2,000 participants came from social media posts.
Last month, we hired a growth technology firm to help us strategize how to get the word out. Running audience tests with Facebook ads at a $10/day budget, they were able to get click throughs to $0.22 each.
According to AdSpresso, who analyzed over 100 million dollars of ad spend in 2016, that is 20% less than the average Facebook cost per click. Of those clicks, nearly 50% of people are registering, bringing our Customer Acquisition Cost to less than $0.50. And, that's not counting the people who come to the landing page through referrals or organically finding our Facebook page. Those conversions are nearly 70%!
What does this mean? It means there's an audience hungry for our product. Our Run Your First Mile Training Plan participants become loyal members of the From Fat to Finish Line tribe, many of whom will buy our gear, continue running with our premium plans and coaches, come to our events, and participate in data collection initiatives in the future.
“I can officially say that I am a runner!! I could not have done this without the great support of the tribe From Fat to Finish Line!! They have a fantastic first mile training plan and a great group of people who will support you every step of the way. Original team member, Jennifer Roe, has been the inspiration for me, at 64, to go out and run that first mile! Looking forward to RUNNING my first 5K. ” -- Ann Paserchia, From Fat to Finish Line member, Run Your First Mile Training Plan graduate and First 5K Plan beta tester
We're happy to report that Ann did indeed run her first 5K without stopping on July 4th!
You can make a difference.
Your investment helps us increase the number of people we can teach to run. We want to run more ads, recruit more mentors, and help more people declare themselves a runner. To do that we need to improve our delivery system. This means getting our mobile app finished and released, adding SMS delivery to our CRM (customer relationship management tool), and generally improving our technology. Help us continue this momentum and make a greater impact.
And just a cool fact: we have people in 60 countries using our plan!