How Nuli Hit 21K Subscribers and Over $1M ARR in 3 Years
Who is Daniel Schreiber?
Daniel Schreiber is the co-founder and CEO of Nuli, a digital platform promoting female health and fitness through innovative mobile applications. Originally from Chicago, before founding Nuli in Taiwan, Daniel worked as a teacher and developed his entrepreneurial skills through various ventures, including managing significant online advertising campaigns. Candice, Daniel's wife and co-founder, was a former flight attendant who turned her passion for fitness into a career as an influencer and content creator, focusing on empowering women through health and wellness. Together, they have built Nuli into a successful fitness app for women in the Asia-Pacific region.
What problem does Nuli solve?
Nuli addresses the challenge of female fitness and health by providing a supportive digital platform with tailored workouts and nutritional guidance, helping users achieve transformative results in a way that feels personal and attainable. With their innovative approach and engaging community, they make it easier for women to embrace a healthier lifestyle, which is why so many users invest in their app.
How did Daniel come up with the idea for Nuli?
Daniel and Candice began their journey into the business world with a deep-rooted passion for fitness and health. Their transition into entrepreneurship was spurred by their personal experiences and interests, with Daniel initially inspired by teaching a business management class, despite having little experience in the field. This exposure sparked a desire to create something meaningful and led them to explore their passions on social media, which eventually evolved into the idea for the Nuli app.
Noticing an untapped opportunity in the fitness realm, particularly for female-centric health applications in Taiwan, Daniel and Candice recognized the potential to fill this gap. They started small by sharing fitness content on Instagram and noticed its growing popularity, prompting them to fully dive into creating a more comprehensive platform. They continually refined their concept based on feedback from their audience, which helped them fine-tune their product to better meet their users' needs.
Throughout their ideation phase, the couple faced numerous challenges, including a significant server outage, which tested their resolve. However, by using every challenge as a chance to grow and learn, they maintained their commitment to their vision. Their journey underscored the importance of balancing persistence with adaptability, a lesson that aspiring founders can draw inspiration from as they navigate their own entrepreneurial paths.
How did Daniel build the initial version of Nuli?
Nuli was built as a fitness app targeting female health through meticulous and passionate development. The founders worked closely with a team of developers to create a user-friendly design, focusing on both functionality and aesthetic appeal. The development of the app involved comprehensive collaboration with experts to integrate workout videos, nutritional tips, and personalized coaching, delivering a holistic experience for users. Overcoming technical challenges, such as server issues, demonstrated their resilience and commitment to refining the product continuously. Despite the difficulties, their perseverance and dedication to user feedback have been critical in improving app features and enhancing user experience.
How did Daniel launch Nuli and get initial traction?
Influencer Partnerships
When Nuli was first launched, the founder leveraged partnerships with local influencers and trainers who aligned with their brand mission. By partnering with well-known figures in the fitness industry, such as @hana.eat and @may8572fit, Nuli was able to gain immediate visibility and attract users who were already interested in fitness and health content.
Why it worked: Collaborating with influencers who had a dedicated following allowed for an authentic and direct way to reach their target audience. With influencers highlighting Nuli, potential customers felt a sense of trust and credibility, translating into initial user sign-ups.
Social Media Promotion
Nuli engaged heavily on social media platforms, particularly Instagram, where the founder's co-founder Candice Chen had a significant presence. By sharing engaging content, fitness tutorials, and transformation stories, they were able to maintain high interest levels and foster an active community. This strategy resulted in increased brand awareness and led to a consistent influx of app downloads.
Why it worked: Instagram catered perfectly to the visual and community-centric nature of Nuli's brand. Through continuous storytelling and engagement, they were able to connect on a personal level with their audience, resulting in strong word-of-mouth promotion.
Initial Discounts and Promotions
During the app's early days, Nuli offered promotional rates and discounts, particularly around significant events like Chinese New Year. This provided an incentive for potential users to try the app at a lower risk, which helped in getting their foot in the door and ultimately led to an increase in user acquisition.
Why it worked: Offering discounts made it easy for potential customers to try out the Nuli app with minimal initial investment. This tactic effectively lowered the barrier to entry and drove up initial downloads and subscriptions.
What was the growth strategy for Nuli and how did they scale?
Social Media - Instagram
Nuli utilized Instagram as a pivotal platform to reach its target audience. The co-founders observed that while platforms like Facebook were common, Instagram was not as popular in Taiwan. They leveraged this early opportunity by creating fitness content and consistently sharing it on Instagram. This regular engagement built a loyal audience, and their visibility further increased as they showcased more personal aspects of their lives alongside fitness content.
Why it worked: Instagram's visual nature paired well with Nuli's fitness offerings, allowing them to showcase transformations and engage directly with potential customers. Authenticity played a significant role as the founders shared personal stories, fostering a community that felt connected to their journey. Regular interaction and behind-the-scenes content kept users engaged and coming back for more.
Influencers and Content Creators
Nuli worked with influencers and content creators to enhance their brand's reach. By collaborating with fitness influencers and personal trainers, they were able to create compelling content that resonated with their target demographic—women interested in health and fitness.
Why it worked: Influencers provided credibility and authenticity to Nuli's offerings, helping to build trust with a wider audience. This strategy not only amplified their reach but also brought diverse content to engage their users, contributing to the app's growth and user retention.
Email Marketing and User Engagement
While the emphasis was on social media, user engagement through emails and newsletters also formed part of Nuli's strategy. They utilized these channels to communicate with existing users, providing updates, fitness tips, and community stories to maintain engagement and encourage app usage.
Why it worked: Regular communication with users through email helped maintain a connection with the community. Sharing valuable content and success stories promoted a sense of belonging and motivation among users, driving continued app interaction and retention.
Awards and Recognition
Nuli's app received significant accolades, including being recognized by Google as the best app within the Taiwan/Hong Kong region in 2020. Such recognition not only validated their efforts but also served as a powerful promotional tool to attract new users.
Why it worked: Awards from reputable entities like Google offer a stamp of credibility that can significantly influence potential users' decisions. It elevates the brand's status in crowded marketplaces, making it more appealing to new users looking for reliable and high-quality fitness solutions.
What's the pricing strategy for Nuli?
Nuli offers a subscription-based pricing model with plans starting at $14.99 per month, focusing on comprehensive female health and fitness services through their app.
What were the biggest lessons learned from building Nuli?
- Embrace Feedback and Adapt: Nuli gathered critical user feedback to improve app usability, turning challenges into growth opportunities. Aspiring founders should actively seek user input to refine their products.
- Foster a Supportive Culture: By valuing both freedom and responsibility, Nuli avoided micromanagement and empowered their team, boosting scalability and success. Founders should cultivate a culture that balances autonomy with accountability.
- Resilience Through Hardship: Facing technical issues, Nuli engaged directly with users, maintaining communication and transparency. Persistence and adaptability are key to overcoming setbacks in any business journey.
- Focus on Core Strengths: After trying multiple ventures, Nuli honed in on fitness, leveraging their team's passion and expertise. Startups thrive when they concentrate on their unique strengths and interests.
- Think Long-Term and Stay Consistent: Despite successes, Nuli remains committed to growth, never resting on their laurels. Founders should prioritize steady improvement and long-term vision over short-term wins.
Discover Similar Business Ideas Like Nuli
FitSW founder Jacob Montoya bootstrapped his company to $25K monthly revenue, helping over 20,000 personal trainers manage their businesses through software that enables them to create workouts, track progress, plan meals, accept payments, and manage schedules, and has now expanded to include FindTrainGain, enabling people to join live online fitness classes from the comfort of their homes.
Aimee Tawhai founded ALTR, an online SaaS tool for gym owners and coaches, that is currently averaging $7-8k USD/month and is being used in 26 different countries, saving HOURS of admin time and the use of mind-numbing spreadsheets.
More about Nuli:
Who is the owner of Nuli?
Daniel Schreiber is the founder of Nuli.
When did Daniel Schreiber start Nuli?
2020
What is Daniel Schreiber's net worth?
Daniel Schreiber's business makes an average of $83.3K/month.
How much money has Daniel Schreiber made from Nuli?
Daniel Schreiber started the business in 2020, and currently makes an average of $1M/year.
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