Case YogandoBR
YogandoBR is a yoga platform that I created in 2018. At the time, the topic of ‘Yoga Online’ was still little explored in Brazil.
I was the pioneer in broadcasting live Personal Yoga classes and connecting Brazilian yoga professionals with practitioners from more than 10 countries who were looking for yoga classes in Portuguese.
After studying the yoga market in Brazil, I devised different strategies to position YogandoBR as a relevant digital brand and make yoga accessible to Brazilians from the comfort of their homes.
Personalized classes: one of the business’s main differentiators
Classes, courses and workshops were taught in a 100% digital format, according to the needs of each practitioner. Through a digital profile study on the platform, each practitioner was directed to a yoga professional who met the practitioner’s demands.
Another important factor was price. With the costs reduced in relation to the business, the amount charged per class was x.
In two years, the platform has gained more than 4,000 yoga practitioners since it was founded.
Community of Yoga Professionals
I connected hundreds of yoga professionals to practitioners in a 100% online format. This differential, as well as generating benefits for the end consumer, generated countless benefits for the professionals.
– Access to yoga practitioners from all over the world
– Better quality of work
– Reduced studio costs and other operating expenses
– Platform available for them to teach classes
Training New Yoga Professionals
YogandoBR’s proposal has changed over the years to also offer professional courses for yoga professionals:
– The “Teacher Training” course had more than 300 students and taught: Vinyasa Flow Yoga Method; Yoga Philosophy; Yoga History; Yoga Anatomy.
– We developed the first Yoga Entrepreneurship course in Brazil, which covered topics such as: How to build a solid brand in the Yoga market; How to get started in entrepreneurship; Market research; Strategic planning; Branding; Marketing strategy; Definition of target audience; Definition of product portfolio; Sales strategy and pricing.
Communication Strategy
None of this would have happened if it hadn’t been for the assertive communication strategies I used:
Branding:
I developed a modern brand, which was noticeable in the colors, typography, photos, videos, language and tone of voice used.
Narrativas:
YogandoBR’s main objective as a brand was to demystify the practice of Yoga and make it accessible.
I used YouTube and Instagram as my main tools, where I got thousands of views of my content and gained 25,000 followers on Instagram.
Topics such as “Yoga doesn’t imprison you, it frees you”, “How the philosophy of Non Dual Tantra made me see Yoga outside the namaste bubble”, “5 steps to start a Yoga business” are examples of content that generated great results in terms of leads and engagement.
It brought profiles of yoga practitioners that are little explored in traditional yoga communication. Peripheral women, LGB audiences, Oxford philosophy professors, etc.
Paid Traffic:
I used paid traffic for each new launch of the platform or a new teacher training course (which had an average periodicity of every 6 months).
Sale of the YogandoBR Platform
In 2022, the platform was sold containing 7 info-products (Vinyasa Flow from Zero, Wild Woman’s Yoga, Non-Dual Tantra, Philosophizing in Motion, Entrepreneurship in Yoga, Philosophizing in Motion and “The Mistress of Power” Combo), making it a profitable and sustainable digital business.
The transition process relied on my consultancy and the support of the new owner.
“Having Larissa’s support after buying YogandoBR was essential for me to understand the whole process of building the brand, how the brand had grown and positioned itself in the yoga market and how I would operate from then on.
Buying a well-established brand is good, but it has its challenges, because we’ve already got the car rolling, which requires a lot in terms of understanding what was going on beforehand in order to be able to put our own identity on it. And Larissa helped me a lot with a personalized consultancy, focused on what I wanted to build with the brand and thus be able to bring my own communication.
With her help, it was much easier for me to see the whole company and be able to direct where to go. She gave me all the training on how the company works, the product range, branding and the public.
Having her help at this point made the process less time-consuming and more assertive. I highly recommend her work!”
– New Owner, YogandoBR
Brisa Communication
It was from this process that I came up with the idea of creating Brisa, a business and communications consultancy to provide other companies and professionals with all my learnings in business development and brand positioning.
As a central pillar, I believe in the slow movement, which seeks a balance between business profitability and individual, social and environmental impacts.