Case studies · Digital app · United States
Calm
A sleep and meditation app that sells calm, spoken stories and music by subscription.
How big it got
Sound you pay for every month.
valuation in 2019, with more than 1 million paying subscribers.
Source: Calm (company figure)What they did differently (our reading)
Turn sound into a subscription.
Calm packaged sleep stories, music and guided sessions into a paid subscription, so listening to calm sound became a nightly habit people pay for.
Your turn
What would a Thai sound app for sleep and calm sound like?
- Thai instruments and nature sounds for sleep, tested for effect
- Thai-language sleep stories for children and older adults
- Licensed calm-sound programs for hospitals and airlines
These ideas are ours, to get you started.
Keep reading
More inspiration
Singing for the Brain
Singing sessions for people living with dementia and their carers, run by the Alzheimer's Society.
What would singing for the brain sound like in Thai, with luk thung or mor lam?HYROX
A standardized fitness race: eight 1 km runs, each followed by a workout station, run the same way in every city.
What would a Thai fitness format look like, one that anyone could race?Oatly
An oat drink brand built on an enzyme process for oats, sold as an everyday alternative to dairy.
Which Thai ingredient could become the world's next everyday drink or food?Sources (2)
TLV is not affiliated with Calm. Figures marked company figure are the company's own.
Next step