lucasmoreira.

Hotmart has been losing market share in the membership area to EMAs (External Membership Areas) month after month. We are slowly losing share with smaller accounts, but we are losing share more rapidly with larger accounts. It seems that the trend of GMV loss has not yet stabilized. EMAs' share in the segment (new creators in 2023) is already at 37%. In 2022, EMAs' share for new creators was 30%. 80% of the GMV loss comes from Large, Mid 1, and Mid 2 creators. EMAs are attracting more successful creators (those who generate more GMV). Many of these creators use both Club and EMA, but the movement is more towards leaving than attracting (creators who use Club and start experimenting with EMA). Memberkit, Cademí, and proprietary membership areas are the main competitors. The migration of GMV, once EMAs are adopted, is rapid. More than 50% of GMV migrates in the first month.

New buyers mainly purchase products from EMAs. The Club shows better repurchase rates. There is a low perception of the Club as a "Netflix" style membership area of Hotmart, while competitors invest in this value proposition to attract creators. There is a negative perception of Hotmart's platform among creators and consumers.

1. By implementing the Netflix Experience in the new Club,
  a. We will be able to retain Medium and Large creators in the new Club,
     i. resulting in a recovery of GMV in our membership area managed by the Club to over 75%.

2. By implementing the Netflix Experience in the new Club,
  a. We will be able to increase the adoption of the new Club by creators who already use the old Club,
     i. resulting in a recovery of GMV in our membership area managed by the Club to over 75%.

Context

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But what is the Netflix Experience?
● A single area with various products displayed with covers within sections.
● Content grouped into modules with covers, organized within sections.
● Providing all products under a single plan/charge.
● Dark mode, infinite banner, horizontal scroll in sections, and any other visual aspects related to the Membership Area.

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User Pain Points:
● Unable to organize products in the Hotmart Club Showcase;
● Lack an additional level of content grouping to improve organization;
● Unable to make course content more attractive by using covers on modules (this is intensified when there is only one product and the Home does not provide the "Netflix experience");
● Limited customization (e.g., choice of colors, selection of default dark/light theme, repositioning/choosing elements, and more);
● Other platforms visually resemble Netflix more closely.

Proposed Solution
We worked on a solution that combines the visual appeal and flexibility of the new Club, offering a new UX that accommodates all the content provided by the creator, as well as the possibility of customization and flexibility in building the membership area, aligned with other external membership areas.

To measure the success of Hypothesis 1, we will track the following metrics:
● Success Metric 1: Number of Large and Medium Creators actively selling monthly
     ○ Metric Description: Total number of Creators who adopted the Netflix Template and made sales in the last 30 days / Total number of Creators with sales in the last 30 days
     ○ Current State: 85%
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● Control Metric 1: Adoption rate by Netflix Template Component
     ○ Metric Description: Total number of Large and Medium Creators using the template with the components: Customized Menu, Banner (Video, Image, or Gif), Carousel.
     ○ Current State: 78%

To measure the success of Hypothesis 2, we will track the following metric:
● Success Metric 2: Number of new Hotmart Clubs created with the Netflix Template
     ○ Metric Description: Total number of Creators using the Old Club who created a Hotmart Club with the Netflix Template in the last 30 days / Total number of Creators who created a Hotmart Club
     ○ Current State: 75%
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● Control Metric 2: Number of creators who migrated to the Hotmart Club
    ○ Metric Description: Total number of Creators using the Old Club who created a Hotmart Club / Total number using the Old Club
    ○ Current State: 65%

Overall Control Metric: CSAT for Large and Medium Creators with the Netflix Template
    ○ Metric Description: Compare the satisfaction rate of those using the Netflix Template vs. those who are not
    ○ Current State: 90%

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