A mindful growth strategy for a nonprofit

The challenge

Breathworks is small non-profit organization providing mindfulness-based stress and pain reduction in Ghent. They approached us with the question to help them grow without losing their authenticity. Because of their focus on improving the well-being of their clients, they failed to create enough financial breathing room to grow the business.

They asked us to help them:

  • create more financial stability so they can invest in growth
  • make it possible for the owner to earn a sustainable income
  • increase brand awareness and reach new clients
  • understand the perception and needs of clients to improve services and create new offers
  • gain insight into the market and competitors in order to better differentiate

Understanding the mindfulness market

To gain insight into the mindfulness market and understand differentiation possibilities for Breathworks, we took a deep-dive into 20 local and international competitors, and 5 companies in similar industries. An in-depth analysis provided us with interesting insights:

  • Very few mindfulness providers have a professional website or branding
  • We discovered new potential target audiences
  • The current prices are on the low side
  • Interesting new business model ideas and potential product-market combinations
  • Clear differentiation possibilities

Understanding their clients

At Breathworks the clients are always at the heart of their services. But knowing what clients really think, expect and need is very hard. Through in-depth interviews we uncovered some valuable insights:

  • A lot of happy customers only buy 1 course, so there’s a real opportunity to increase customer lifetime value
  • There’s a big barrier to start with mindfulness
  • Clients were not happy with the location of the mindfulness center
  • None of the clients recalled how much they actually paid
  • The biggest challenge for clients is to practice mindfulness on a regular basis

Co-creating an actionable growth strategy

Through a series of co-creative workshops with the internal team, we created an actionable roadmap for sustainable growth, without losing the authenticity of the organization. We analyzed their current business model and identified opportunity areas and new business models.

Leveraging the market and client insights, we ideated about new product-market combinations, ways to lower the barrier of entry and ways to create more brand awareness in order to reach new clients. Through a prioritization exercise we created an actionable roadmap with low hanging fruits and long-term goals.

The result

By immediately implementing some of the short-term goals, Breathworks was able to create more financial stability, focus on increasing their brand awareness, grow their client base and offer, and make their clients happier. Some of the actions they took:

  • Increased prices
  • A new location for the mindfulness center
  • Expansion to new B2B target audiences
  • A new digital solution to make mindfulness easier to start with, and practice daily
  • A clearer website structure
  • More professional branding

Continued collaboration

To achieve their growth ambitions, Breathworks realized they needed more support throughout their journey. Someone needed to challenge their ideas and steer them in the right direction when needed. Through a flexible coaching program we’re supporting them in achieving their goals and growing their business in an authentic and smart way.

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