Calm

“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

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