Confidential — Feb 2026
Marketing Plan & Growth Strategy
AI Health Coach for Wearable Users. Deep competitor analysis, 3-phase growth roadmap, team assignments, and path to profitability in 8 months without fundraising.
Aaron (CEO/Marketing) & Ata (CTO/Backend)
+ Friboost Team (Abidjan)
Executive Summary: Call Me Maybe transforms raw wearable data (Whoop, Oura, Apple Watch, Garmin) into personalized, conversational health coaching in French. Our AI coach "Maybe" delivers daily briefings, nutrition analysis, and proactive recommendations. Goal: profitability in 8 months without fundraising, then scale with revenue. Market: 50K-100K Whoop users in France, 500K+ Oura, millions of Apple Watch/Garmin.
Section 01
Competitor Marketing Analysis
Whoop — The Marketing Benchmark
$60M
Marketing Budget 2024
$15M
Influencer Spend (25%)
Whoop built its growth entirely on influence: mega-ambassadors (Cristiano Ronaldo, Michael Phelps, LeBron James), trainer-first strategy (reaching athletes through their personal trainers), host-read podcast ads (Joe Rogan exposure), and Steven Bartlett as Global Brand Ambassador for European expansion.
Strengths
- $60M/year budget
- Global ambassadors (Ronaldo, Phelps)
- Proprietary podcast, strong SEO
- 50%+ retention after 18 months
Weaknesses
- Zero French marketing presence
- Whoop Coach = English only
- French community completely neglected
- No localized content for France
Our opportunity: Whoop spends $60M/year without a single cent targeting French speakers. We fill that entire void.
ONVY — Closest Competitor
Munich-based. AI coach connecting 500+ wearables. Newsweek/Statista distinction. But: app is buggy ("processing data" 60% of the time), zero French presence, pivoting to B2B. Their reliability issues are our biggest gift.
SensAI — The Newcomer
AI fitness trainer integrating Oura + Whoop. Beta iOS only. Good SEO strategy (long-tail HRV content). English only. We can outrun them in France.
Oura — The Giant Without AI
$1B revenue in 2025. No conversational AI coaching. Active Reddit community (r/ouraring, 100K+ members). Users are demanding data interpretation. Maybe fills that gap.
Competitive Matrix
| Criteria | Whoop | ONVY | SensAI | Oura | Maybe (Us) |
|---|
| Marketing Budget | $60M/yr | ~$500K-1M | ~$50K | ~$20M | ~$5K/mo |
| French Content | No | No | No | No | Yes (native) |
| FR Influencers | None | None | None | Lifestyle | Micro FR |
| FR SEO | No | No | No | No | Monopoly |
| FR Community | No | No | No | No | To build |
| Tone | Premium/Elite | Medical/Cold | Tech/Geek | Minimalist | Friendly coach |
| AI Coaching FR | GPT-4 EN | Buggy EN/DE | Beta EN | None | Claude FR |
Conclusion: ZERO serious competitors doing AI wearable coaching in French. We have a 12-18 month runway before any competitor reacts.
Section 02
Positioning & Brand Identity
The gap we fill: Wearable users are drowning in data but starving for meaning. Whoop gives a 47% recovery score but doesn't explain why or what to do — and never in French.
Positioning statement: "For French-speaking athletes and health enthusiasts who wear a wearable, Maybe is the AI coach that transforms your data into personalized daily advice, in your language, with an understanding of your culture."
- Name: Call Me Maybe (playful, memorable, universal recognition)
- AI Persona: Maybe — warm, competent, slightly humorous. Like a friend who's also a certified sports coach.
- Default: "Tu" (French fitness culture)
- Visual: Dark mode primary (consistent with Whoop/Oura), accent: electric teal (#00D4AA)
- Tagline: "Ton coach. Tes données. Ta langue."
Section 03
Target Audience
Primary: French Whoop Users (Beachhead)
50,000-100,000 estimated users in France. Demographics: 25-45 years old, 58% male, high income, tech-savvy. Already paying $200-359/year for their health.
Secondary: Oura / Apple Watch / Garmin FR
500,000+ Oura users in France, millions of Apple Watch and Garmin. Many wear Whoop + Oura or Whoop + Apple Watch simultaneously. Even less AI coaching than Whoop.
Tertiary (Month 6+): Francophone Markets
Belgium (Wallonia/Brussels), Switzerland (Romandy), Quebec, French-speaking West Africa. Same language, similar fitness culture, entirely underserved.
Anti-Targets
- Casual walkers (not data-obsessed enough to pay)
- People without a wearable (no data = no value)
- English-speaking markets (too competitive, no differentiation)
- Medical patients (regulatory field, out of scope)
Section 04
Phase 1: Infiltrate (Months 1-4) — 0 to 200 Users
Reddit Infiltration
Become an authentic contributor in r/whoop (125K+ members), r/FrenchFitness, r/quantifiedself. Post data analyses, answer HRV questions. After 2-3 weeks of credibility, naturally mention Maybe. Cost: 0€.
Instagram/TikTok Content Machine
Account: @callmemaybe.coach. 5 posts/week minimum across 5 pillars: Data Decode, Maybe Says, Myth Busters, Recipes & Nutrition, Before/After. Target: 2,000 followers Month 3, 5,000 Month 6. Cost: 0€.
French Fitness Communities
Facebook groups (CrossFit France, Running France, Triathlon France), Discord, forums (Kikourou, Superphysique). Value first, product second. Free beta to first 50 sign-ups.
Micro-Influencer Barter Partnerships
5-10 French fitness creators with 2K-20K followers who wear Whoop/Oura. Offer: lifetime free access + feature their content. Estimated reach: 10 creators x 5K avg followers x 3% engagement = 1,500 qualified engagements. Cost: 0€.
Product Hunt Launch (Month 3)
After beta polish. Mobilize 50+ beta users to vote on launch day. Demo video of Maybe coaching in French. Target: Top 5 of the day, 200-400 signups. Cost: 0€.
| KPI | Target | Deadline |
|---|
| Active beta users | 50 | Month 2 |
| Beta → paid conversion | 30% | Month 4 |
| Instagram followers | 2,000 | Month 3 |
| MRR | €500 | Month 4 |
| Paying users | 50-100 | Month 4 |
| NPS | >50 | Month 4 |
Section 05
Phase 2: Growth (Months 5-8) — 200 to 1,000 Users
Social Ads (Small Budget, High Precision)
Meta Ads (Instagram/Facebook). Start at €300/mo, scale to €500/mo based on ROAS. Target: French users interested in Whoop, Oura, HRV, biohacking, CrossFit. 25-45 years old. Lookalike audience from converted beta users. CPA target: €15-20.
SEO & Content Marketing
Blog at callmemaybe.app/blog. Monopolize "French wearable coaching" in search. 2 articles/week, 1,500-2,000 words. Priority keywords: "whoop recuperation", "whoop vs oura", "HRV c'est quoi", "coach IA santé".
Platform Partnerships
Submit to Whoop Developer Directory and Oura partner program. ASO optimization with French keywords.
Referral Program
"Invite a friend → 1 free month for both." Tracked unique codes in-app. Viral coefficient target: 0.3 (every 10 users bring 3 new). Inspired by Whoop's referral program.
French Fitness Podcasts
Targets: Le Podcast du Running, CrossFit Solidaire, French biohacking podcasts. Pitch: "We built the first AI coach that actually speaks French to your Whoop." Cost: €0 (barter early access).
| KPI | Target | Deadline |
|---|
| Paying users | 500-1,000 | Month 8 |
| MRR | €5,000-10,000 | Month 8 |
| Instagram followers | 5,000+ | Month 8 |
| Average CPA | <€20 | Month 8 |
| Monthly churn | <8% | Month 8 |
| SEO articles published | 30+ | Month 8 |
Section 06
Phase 3: Scale (Months 9-18) — 1,000 to 5,000+ Users
Scale Paid Acquisition
Increase budget to €1,500-2,000/mo (funded by profits). Add Google Ads (French search) and TikTok Ads. Retarget site visitors and unconverted trial users. CPA target: <€12.
Francophone Expansion
Belgium, Romandy, Quebec. Same product, zero additional localization. Adapt ads with local cultural references.
Mid-Tier Influencers
Budget: €500-1,000/mo. French fitness influencers 20K-100K followers. Sponsored post + story + promo code. €200-500 per creator per campaign.
B2B Corporate Wellness Pilot
Target French companies with wellness programs. Offer: €7/user/month licenses for 50+ employees. Targets: French tech (OVH, BlaBlaCar, Doctolib), CrossFit gyms, corporate running clubs.
Premium Tier Launch (Month 10)
Maybe Pro+ at €19.99/mo: advanced periodization, weekly AI video summary, priority response, data API access. Target: 15% of Pro upgrade, significantly boosting ARPU.
| KPI | Target | Deadline |
|---|
| Paying users | 3,000-5,000 | Month 18 |
| ARR | €400K-700K | Month 18 |
| Net margin | >60% | Month 18 |
| Monthly churn | <5% | Month 18 |
| Founder salary | €3,000-5,000/mo each | Month 12+ |
Section 07
Unit Economics & Financial Model
Cost Breakdown per User/Month
| Component | Cost |
|---|
| Claude API | ~€1.50 |
| Supabase | ~€0.50 |
| API aggregator (Spike) | ~€0.30 |
| Total COGS | ~€2.30/mo |
| Gross margin | €7.70/mo (77%) |
LTV:CAC Ratio
- LTV: €9.99 x 20 months = €200
- CAC Phase 1 (organic): ~€5
- CAC Phase 2 (paid): €15-20
- CAC Phase 3 (optimized): €10-12
- LTV:CAC ratio: 10:1 to 40:1 — excellent unit economics
Path to Profitability
| Month | Paying Users | MRR | Fixed Costs | Profit/Loss |
|---|
| 4 | 50 | €500 | €500 | €0 |
| 6 | 200 | €2,000 | €800 | +€1,200 |
| 8 | 500 | €5,000 | €1,500 | +€3,500 |
| 12 | 1,500 | €15,000 | €4,000 | +€11,000 |
| 18 | 5,000 | €50,000 | €12,000 | +€38,000 |
Breakeven: Month 6 with ~150 paying users. Founder salaries possible from Month 10 with 1,000 paying users.
Section 08
Team Assignments — Friboost (Abidjan)
Aaron
CEO / Marketing Director & Strategy
- Define & adjust global marketing strategy monthly based on KPIs
- Validate all content before publication (tone, brand alignment)
- Negotiate influencer partnerships and barter deals
- Manage ad budget and optimize allocation by ROAS
- Run weekly marketing meetings with Friboost team
- Pilot launches (Product Hunt, App Store, major campaigns)
Anaïs
Social Media Manager
- Manage @callmemaybe.coach: 5 posts/week (3 feed + 2 stories)
- Create visuals for 3 content pillars: Data Decode, Maybe Says, Myth Busters
- Reply to all comments and DMs within 4 hours
- Comment authentically on 10+ fitness influencer posts daily
- Manage TikTok: adapt Data Decode into short-form video (<60s)
KPIs: >5% engagement, 2K followers M3, 5K M6
Calixte
SEO Writer & Content Manager
- Write 2 SEO-optimized blog articles/week (1,500-2,000 words)
- Keyword research with Google KW Planner & Ubersuggest (French)
- Weekly competitive content monitoring (ONVY, SensAI, Whoop blogs)
- Write bi-monthly newsletters (500-800 words)
- Create landing page and App Store copy (ASO) in French
KPIs: 30+ articles M8, top 3 Google.fr on 5 keywords, 5K organic visits/mo
Aristide
Community Manager & Reddit/Forums
- Active member on r/whoop, r/ouraring, r/quantifiedself, r/FrenchFitness
- 3+ value contributions/week on Reddit
- Moderate French Facebook groups, forums (Kikourou, Superphysique)
- Identify unsatisfied Whoop Coach / ONVY users, invite to try Maybe
- Create & moderate Discord "Call Me Maybe Community"
- Reply to ALL App Store reviews (positive & negative) within 24h
KPIs: 100 Reddit karma M2, 200+ Discord members M6, 100% review reply rate
Cédric
Paid Ads Manager & Analytics
- Configure & manage Meta Ads campaigns (Phase 2, Month 5)
- Create targeting audiences: Whoop/Oura/HRV interests, 25-45, France
- A/B test minimum 3 creative variants per campaign
- Track and optimize CPA daily (<€20 P2, <€12 P3)
- Produce weekly KPI dashboard (MRR, CAC, LTV, churn, traffic)
- Add Google Ads + TikTok Ads in Phase 3
KPIs: CPA <€20, ROAS >3x, dashboard delivered every Monday
Mariam
Influencer Relations & Partnerships
- Build database of 50+ micro-influencers FR (2K-20K followers) with wearables
- Contact 5 new influencers/week with personalized pitch
- Negotiate barter deals: free Maybe for life in exchange for content
- Identify influential French fitness coaches (Whoop trainer strategy)
- Coordinate mid-tier influencer campaigns (Phase 3)
- Research French fitness podcast partnership opportunities
KPIs: 5 active barter deals M3, 10 M6, 3 podcasts secured M8
Stéphanie
Design & Visual Creation
- Create complete brand guide (logo, colors, typography, usage guide)
- Design reusable templates for 3 Instagram content pillars
- Create ad campaign visuals (3+ variants per campaign)
- Produce TikTok/Reels short-form videos: editing, subtitles, animations
- Design landing pages, App Store visuals, app screenshots
- Product Hunt kit: demo video, gallery images, logo/banner
KPIs: Brand guide Week 2, 10+ IG templates M1, PH demo video M3
Team Rituals
| Ritual | Frequency | Participants | Duration |
|---|
| Marketing standup | Mon + Thu | Full team | 15 min |
| KPI review | Monday AM | Aaron + Cédric | 30 min |
| Content review | Wednesday | Aaron + Anaïs + Calixte + Stéphanie | 30 min |
| Sprint planning | 1st Monday/month | Aaron + Ata + team | 1h |
| Monthly retro | Last Friday | Full team | 45 min |
Tools
- Communication: WhatsApp Business (team group) + Discord (community)
- Project management: Notion (kanban per member + editorial calendar)
- Design: Canva Pro (templates) + Figma (UI/UX)
- Analytics: Google Analytics 4 + Mixpanel + Meta Business Suite
- SEO: Google Search Console + Ubersuggest
- Email: Resend or Loops (newsletters)
Section 09
30-Day Action Plan
Week 1 — Foundations
| Owner | Task | Deliverable |
|---|
| Aaron | Validate positioning, name, tagline with Ata | Approved brief |
| Stéphanie | Create logo, brand guide, IG templates | Brand kit |
| Anaïs | Create Instagram & TikTok @callmemaybe.coach | Active accounts |
| Calixte | French SEO keyword research (50 priority keywords) | Excel file |
| Aristide | Create Reddit account, start contributing on r/whoop | 3 posts published |
| Mariam | List 25 French micro-influencers with wearables | Database |
| Cédric | Set up GA4, Meta Pixel, Notion KPI dashboard | Dashboard ready |
| Ata | Technical setup: Supabase, Whoop API, HealthKit prototype | Backend v0 |
Week 2 — Content & Community
| Owner | Task | Deliverable |
|---|
| Anaïs | Publish first 5 Instagram posts (Data Decode x2, Myth Buster x2, Maybe Says x1) | 5 posts |
| Calixte | Write first 2 SEO articles: "C'est quoi le HRV" + "Whoop vs Oura en France" | 2 articles |
| Stéphanie | Create visuals for next 10 posts + blog illustrations | Visual pack |
| Aristide | 5 quality Reddit posts, start Discord setup | 5 posts + Discord |
| Mariam | Send first 10 DMs to identified micro-influencers | 10 contacts |
Week 3-4 — Pre-Launch
| Owner | Task | Deliverable |
|---|
| Anaïs | 10 more posts + strategic commenting (10 influencers/day) | Follower growth |
| Calixte | 4 more SEO articles + create waitlist landing page | 6 articles + LP |
| Aristide | Recruit 20 waitlist signups via Reddit & French forums | 20 waitlist |
| Mariam | Confirm 3-5 first barter influencer partnerships | 3+ deals signed |
| Stéphanie | Create Product Hunt kit + App Store screenshots | PH kit ready |
| Cédric | Prepare Meta Ads audiences & first creatives for Phase 2 | Campaigns ready |
| Aaron | Contact 3 French fitness podcasts for guest/sponsorship | 3 pitches sent |
| Ata | Functional MVP: French AI coaching + Whoop + HealthKit | Testable beta app |
Section 10
Financial Rules & VC Decision
Cash Flow Protection Rules
- Never spend more than 30% of MRR on marketing. If MRR = €5K, max marketing = €1,500.
- Keep 3 months of fixed costs in reserve. Phase 2: ~€3,000 minimum treasury.
- Scale marketing with revenue, not ahead of it. Paid ads only when organic has proven the concept.
- Push annual plans aggressively. 26% discount improves retention and cash flow.
- No additional hiring before €15K+ MRR. Existing Friboost team is sufficient.
When to Consider VC
ALL criteria must be true before raising:
- €30K+ sustained MRR for 3+ months
- Clear path to €100K MRR
- Need for capital for a specific growth lever (not survival)
- B2B or international expansion opportunity requiring investment
Philosophy: We're building a profitable business, not a burn-rate startup. VC is an optional accelerator, not a necessity.
Section 11
Exit Strategy & Competitive Moat
Potential Acquirers
| Acquirer | Reason | Potential Valuation |
|---|
| Whoop | Non-English AI coaching + French user base | 5-10x ARR |
| Oura | No AI coaching, $1B revenue, needs expansion | 5-8x ARR |
| Withings (FR) | French wearable, natural synergies | 4-7x ARR |
| Garmin / Polar | AI expansion, European market | 4-6x ARR |
| French mutuelles | Digital health prevention | 3-5x ARR |
Or: Independent Growth
- 10,000 paying users = €1.2M ARR
- 5,000 users = €600K ARR with 60%+ net margin
- A very comfortable business for 2 founders and a lean marketing team
Competitive Moat (Strengthens Over Time)
- Historical data: After 6 months, Maybe has seen 180 days of sleep, recovery, activity, and nutrition. This context makes coaching exponentially better than any competitor starting fresh.
- French SEO: 30+ quality articles create a near-impossible-to-displace search monopoly.
- Community: Discord and Reddit users become organic ambassadors.
- Language & culture: Understanding French cuisine, healthcare system, and local sports culture isn't easily replicable by US competitors.
- RGPD native: European compliance by design — US competitors avoid this market due to regulatory complexity.