That's a long one! Ok, I'll try my best. Expectations --- Our previous "GymFu" apps were moderately successful and we surveyed hundreds of our existing users

That's a long one! Ok, I'll try my best. Expectations --- Our previous "GymFu" apps were moderately successful and we surveyed hundreds of our existing users to spec FitFu. Good customer development, right? Well, maybe. But what we should have looked at was route-to-market and better validated the UVP. The big problem was that we thought there was an opportunity creating a fitness app for more casual users. There probably is, but a couple of problems quickly emerge: 1) To make serious money, you have to have epic margins (e.g. WiiFit) which you can use for customer acquisition. 2) People in the casual space are less responsive to the idea of subscriptions. Our theory was that the casual users would assist in spreading the app virally to attract the serious ones. In retrospect this was really dumb. We really really should have figured out the route-to-market thing earlier.