“Sleep more. Stress less. Live better”

Founded: 2012 in San Francisco, USA

Category: Consumer & retail

Primary office: San Francisco, California

Core technical team: San Francisco, California

Status: Private

Employees: 100

Amount raised: $143 million  (8 rounds –  September 2019)

OVERVIEW

  • Leverages technology to provide app-based access to a growing library of science and evidence-based guided mediation with calming music, scenery and sleep stories that enables individual’s focus, relaxation and improved sleep.
  • Mission: to make the world happier and healthier

 

PERFORMANCE METRICS

  • Valuation: $1 billion (2019)
  • Annual Revenue: $150 million (2019)

 

ACHIEVEMENTS

  • Over 50 million app downloads
  • 70 million + active users
  • World’s No.1 App for Mental health fitness
  • First mental health “unicorn” company
  • Apple’s App of the year (2017)
  • 700,000+ five-star reviews
  • Top-grossing global health and fitness app (2018)
  • World’s happiest app according to the Center for Humane Technology

Sells

  • Subscription-based guided meditation
  • Calm for Business – corporate onboarding for employee mental health welfare
  • Online Store for relaxation and Sleep products (Sleep masks, Sleep mist, Calm book, Blankets, etc.)
  • E-gift cards
  • Products target better sleep, improved performance, reduced stress, building self-esteem, increase happiness, reduce anxiety and develop gratitude

Channels

  • Desktop and Mobile Apps (iOS & Android)
  • E-commerce for Calm products
  • Partners with renowned mindfulness and neuroscience experts for masterclasses on mindfulness and relaxation

Competencies

  • Founder-led Management team
  • Data Analytics
  • Search engine optimization

Resources

Assets

  • 100+ hours of relaxation/mediation premium content including over 120 sleep stories
  • 14 registered trademarks
  • Exclusive Album rights with renowned electronic artistes e.g. Moby
  • Available in 6 languages across 190 countries
  • Group of distinguished academic researchers and clinicians who guide and review Calm’s efforts – aiming for scientific soundness and effectiveness
  • Various published papers and ongoing studies on effectiveness of Calm for its clients

Processes

  • User-friendly “free to download” customizable App
  • Relaxed mind in just 10 minutes
  • New sleep stories added weekly
  • Seamless online gift card and purchase and redemption

Priorities

  • Increase customer base
  • Increase cross-border operation/global footprint
  • Diversify product offerings

Assertions That Best Describe What the Company Did to Scale Early, Rapidly & Securely

  1. Develop and sell products that address a problem, job to be done or a need that is shared by a large and growing number of individuals and organizations in various regions to increase sales.
  2. Sell products and services that the target market perceives to be better than available alternatives
  3. Increase market share by applying digital technology to brand, market, sell, and service customers more cost-effectively than competitors
  4. Increase the company’s value by continuously seeking and receiving funding to support the company’s plan to scale and improve its image in the marketplace
  5. Continuously improve the user interfaces and applications that directly influence the entirety of the customer experience including personalized content, quality messaging, and the delivery and returns process to increase sales
  6. Build internet-based capabilities to acquire and retain customers during the initial stages of company development
  7. Combine two or more resources in a way that the value created from them exceeds the sum of the value created from each resource separately

References

Calm website. https://www.calm.com/

Crunchbase. 2019. Calm. https://www.crunchbase.com/organization/calm-com#section-funding-rounds

Field, H. 2019. From $0 to $1billion valuation in 7 years: how the co-founder of the calm app pivoted from online games to meditation. [online]. Entrepreneur. https://www.entrepreneur.com/article/321960

Hess, A. 2019. The App that tucks me in at night. [online]. New York Times. https://www.nytimes.com/interactive/2019/07/17/arts/calm-app-sleep-meditation.html

Owler. 2019. Calm. https://www.owler.com/company/calm


Contributors

  • Yinka Olanrewaju-Olawepo