01 · competitive landscape
The market has converged.
Nine recovery operators active across the Bali wellness corridor. The communal floor has settled at ~IDR 402k. Air Seseh is the first direct private competitor. Arctic opens a new front from Ubud.
market floor
180k
Runamuk — full gym + recovery, communal, full day.
established communal
300k
Amo & Elite Fit — directly across the street.
convergence point — 3 ops
~402k
The Ark, Omni, Body Factory — same price, independent.
⚠ new — private competitor
~402k
Air Seseh. Private infrared, 75min. Seseh. First real competitor.
sundaymood (proposed)
499k
Private room. Central Canggu. 24% above communal floor.
All operators — tax-inclusive pricing
++ = excl. 15% tax & service · est. = estimated all-in
| Competitor | Day Pass / Session | 4-Week Membership | Format | Privacy | Location |
|---|---|---|---|---|---|
| Runamuk | IDR 180,000 | IDR 1,800,000 | communal | none | Canggu |
| Amo Bathhouse | IDR 300,000 | IDR 2,000,000 | communal | none | Canggu |
| Elite Fit ← across the street | IDR 300,000 | IDR 2,000,000 | communal | none | Canggu |
| The Ark | ~IDR 402,500 | ~IDR 2,760,000 | communal | none | Pererenan |
| Omni Gym | ~IDR 402,500 | ~IDR 2,242,000 | communal | none | Canggu |
| Body Factory Bali | ~IDR 402,500 | ~IDR 2,295,000 | communal | none | Canggu |
| Air Seseh new | ~IDR 402,500 (75min) | ~IDR 2,875,000 | private | infrared + plunge | Seseh |
| Arctic Ubud new | IDR 250,000 (all-day) | IDR 1,490,000 (4-wk) | communal | wood-fired + plunge + pool + restaurant | Ubud |
| Rite Bali | ~IDR 539,000 | IDR 2,600,000+ | communal | none | Pererenan |
| Reload Sanctuary | ~IDR 539,000 | ~IDR 3,630,000 | communal | none | Canggu |
| sundaymood ← you | IDR 499,000 (45min · proposed) | IDR 2,500,000 (proposed) | private | infrared + ice | Central Canggu |
Three communal operators converged at ~IDR 402k. Air Seseh offers private infrared at that price in Seseh. Arctic Ubud enters at IDR 250k all-day communal in Ubud — a volume-play targeting a different audience. sundaymood at IDR 499k is positioned above the communal floor: private, silence-first, central Canggu. Different product. Different customer. Proximity wins.
02 · air seseh — deep dive
The first real private competitor.
Air Seseh is a social club with a private room. sundaymood is a restoration studio. The distinction matters — especially for the 75-min session pricing.
Air Seseh
- Private infrared room + cold plunge, 75min
- ~IDR 402,500 all-in per session
- +IDR 100k second person — couple/group focus
- Clubhouse, lounge pool, social atmosphere
- "A second space" — hangouts, casual, social
- Seseh — 15+ min drive from central Canggu
- Membership ~IDR 2,875k/month (est.)
- 10-pack ~IDR 3,450k (est.)
vs
sundaymood
- Private infrared room + ice bath
- IDR 499k for 75min (proposed)
- Solo restoration — intentional, purposeful
- Silence, incense, zero social pressure
- "Re-centre & restore" — ritual, not hangout
- Central Canggu — walk or 5-min ride
- Membership IDR 2,500k — cheaper than Air Seseh
- 10-pack IDR 2,900k — cheaper than Air Seseh
Direct comparison — Air Seseh vs sundaymood (proposed)
| Product | Air Seseh (est. all-in) | sundaymood (proposed) | Gap | Verdict |
|---|---|---|---|---|
| 45-min session | n/a — 75min only | IDR 499,000 | — | No direct comparison. Air Seseh doesn't offer a 45-min format. Your 75-min at IDR 499k is positioned differently — intentional, private, Canggu. |
| 75-min session the new standard — all sessions | ~IDR 402,500 | IDR 499,000 | +24% | 24% premium is defensible. Canggu location, private room, intentional experience. 65% (old IDR 665k) was not defensible. |
| 10-pack | ~IDR 3,450,000 | IDR 2,900,000 | −16% · you win | Cheaper private 10-pack than Air Seseh. Use this. |
| Monthly membership | ~IDR 2,875,000 | IDR 2,500,000 | −13% · you win | Cheapest private recovery membership in Bali. |
The 45-min walk-in vs Air Seseh 75-min is defensible — different duration, Canggu premium. The 75-min at IDR 665k vs Air Seseh 75-min at ~IDR 402k is not defensible. That is the one number that must change.
03 · your differentiator
Private, intentional, central Canggu.
Every communal competitor is still communal. Air Seseh is private but social and 15+ min away. sundaymood is the only private, silence-first, restoration studio in walking distance of Canggu's core.
communal recovery (all others)
- Shared sauna with strangers at all times
- Queue or wait for the ice bath
- Gym noise, conversations you didn't ask for
- No control over temperature or timing
- Open-ended, unfocused time
- Someone else sets the entire atmosphere
vs
sundaymood
- Your room, entirely to yourself
- Ice bath always ready — always yours
- Silence, incense, zero distractions
- Temperature exactly how you want it
- Intentional, purposeful time
- Central Canggu — no drive required
monthly membership — the full private picture
The Ark
2,760k
communal · Pererenan
Air Seseh (est.)
~2,875k
private · Seseh
Body Factory
2,295k
communal · full facilities
Omni
2,242k
communal · recovery only
sundaymood
2,500k
private · central Canggu
cheapest private in Bali
cheapest private in Bali
At IDR 2,500k your membership is cheaper than Air Seseh's private membership and cheaper than The Ark's communal membership. You are the best-value private recovery membership in Bali — and you're in the heart of Canggu.
04 · pricing recommendations
Seven changes. All sessions → 75 min.
Every sauna & ice session is switching from 45 to 75 minutes. The prices below reflect the full before-and-after across every product in Momence.
membership tiers — regular vs kitas/kitap
KITAS / KITAP residents
2,000,000
IDR proposed · ~17% discount · IDR 67k/session
regular membership
2,500,000
IDR proposed · down from 3,020,000
the logic
Same ~17%
resident discount
resident discount
Current gap: 3,020k → 2,500k (17%). Applying same ratio at the new regular price gives a clean IDR 2,000,000 KITAS rate.
before & after — all productsall prices tax-inclusive (20% tax built in) · customer pays what's shown
| Product | Before (45 min) | After (75 min) | Per Session | Action | Rationale |
|---|---|---|---|---|---|
| Single session 45 min → 75 min | IDR 545,000 | IDR 499,000 | IDR 499k | Reduce | Cheaper + 30 min more. Sub-500k removes sticker shock. Beats Air Seseh on value. |
| 75-min standalone eliminated | IDR 665,000 | removed | — | Archive | 75 min becomes the only format. One product, no confusion. |
| Morning Promo 45 min → 75 min · 07:00 & 08:30 only | IDR 360,000 | IDR 360,000 | IDR 360k | Unchanged | Price held. 75 min at 360k fills dead morning slots and beats Air Seseh by 10%. |
| 5-pack (5 credits) credits now buy 75 min | IDR 1,810,000 | IDR 1,810,000 | IDR 362k | Price holds | Same price — each credit now buys 75 min. Hidden upgrade for existing holders. |
| 10-pack (10 credits) sessions now 75 min | IDR 3,380,000 | IDR 2,900,000 | IDR 290k | Reduce | IDR 290k/session beats communal AND Air Seseh's 10-pack (~IDR 345k). |
| Monthly membership unlimited 75-min sessions | IDR 3,020,000 | IDR 2,500,000 | — | Reduce | Cheapest private membership in Bali. Less than Air Seseh + The Ark. |
| KITAS/KITAP membership unlimited 75-min sessions | IDR 2,500,000 | IDR 2,000,000 | — | Reduce | Maintains ~17% resident discount. IDR 500k below standard. Rewards regulars. |
| Therapy Room services | IDR 300,000 | IDR 300,000 | — | Hold | No competitive pressure. |
| Plus One / Plus Two (checkout) | IDR 100,000/person | IDR 100,000/person | — | Hold | Cash add-on at checkout. Correctly set up. |
est. annual revenue impact
~345M
IDR — walk-in −170M, 10-pack −80M, membership −65M, KITAS −15M. Offset by higher occupancy (54% → 83%). Morning promo held at 360k to maximise slot fill.
the trade-off
Cleaner
story
story
Controlled revenue reduction for a fully defensible price story and lower acquisition friction.
permanent advantage
Private +
Canggu
Canggu
No competitor can take your format or your location. Price is the story around them.
After these changes: your 10-pack at IDR 290k/session beats Air Seseh on private pricing. Your membership at IDR 2,500k is the cheapest private recovery membership in Bali. Your KITAS rate at IDR 2,000k rewards the regulars who keep the business alive.
05 · momence changes
Exactly what to change.
Momence is confirmed clean. No configuration errors. Five specific updates to make — everything else stays exactly as-is.
Momence confirmed clean. No broken packages. The earlier concern was from the daily bookkeeping Google Sheet — not Momence. All packages, subscriptions, and services are correctly configured.
changes to make in Momenceall sessions switching from 45 min → 75 min
| # | Where in Momence | Product / Setting | Before | After | When |
|---|---|---|---|---|---|
| 1 | Scheduling → Rooms | All 4 room scheduling intervals | 60-min cycle (45+15) | 90-min cycle (75+15) | Before launch |
| 2 | Scheduling → Rooms | Slot start times (all 4 rooms) | Every hour 7am–8pm (14 slots) | 07:00 08:30 10:00 11:30 13:00 14:30 16:00 17:30 19:00 | Before launch |
| 2b | Scheduling → Rooms | Stagger start times across rooms | All 4 rooms same times | Feel 07:00 · Calm 07:30 · Slow 08:00 · Heal 08:30 — offset by 30 min. Last session: 20:30 (Heal) | Before launch |
| 3 | Packages | Single session (rename + retime) | 45min · IDR 545,000 | 75min · IDR 499,000 | Before launch |
| 4 | Packages | Morning Promo (rename + retime) | 45min · IDR 360,000 · 7–9:15am | 75min · IDR 360,000 · first slot each room (07:00, 07:30, 08:00, 08:30) | Before launch |
| 5 | Packages | 75min Single (standalone product) | IDR 665,000 — separate product | Archive / remove — no longer needed | Before launch |
| 6 | Packages | 10-pack (sessions now 75 min) | IDR 3,380,000 | IDR 2,900,000 | Before launch |
| 7 | Subscriptions | Monthly Membership | IDR 3,020,000 | IDR 2,500,000 | This month |
| 8 | Subscriptions | KITAS/KITAP Membership | IDR 2,500,000 | IDR 2,000,000 | This month |
leave unchanged
5-pack
1,810k
Price holds — credits now buy 75 min instead of 45 min. A loyalty gift to existing holders.
therapy room services
300k
Leg compression + red light. No changes needed.
plus one / plus two
100k
Checkout add-on per person. Correctly configured.
merchandise / retail
—
No changes to retail pricing at this stage.
06 · action plan
What to do. Starting now.
Ordered by urgency. The 75-min repricing is most time-sensitive given Air Seseh. Membership changes follow on a quarterly cadence.
before launch — critical
Switch ALL sessions from 45 min to 75 min in Momence
This is the biggest single change. Update room scheduling intervals to 90-min cycles. Stagger start times across rooms — Feel 07:00, Calm 07:30, Slow 08:00, Heal 08:30 — each offset by 30 min, giving 9 slots per room and a last booking at 20:30 (staff finish ~22:00). Rename the single session to 75 min at IDR 499k. Archive the standalone 75-min product. Update morning promo to 75 min at IDR 360k (price unchanged — session extended). Message all current 19:00 and 20:00 regulars — the 20:00 slot disappears.
this week
Drop walk-in to IDR 499,000 in Momence
Sub-500k is a different psychological tier — removes the "more expensive than London" first impression. Costs ~IDR 170M/year at current volume but significantly reduces first-timer friction. Update the package and the booking page display.
this week
Lead the pricing page with IDR 360k Morning Promo
Open with "your room. your session. no strangers." then "from IDR 360k for 75 minutes." Morning Promo is now 75 min too — feature it prominently as the entry point. The story: same price, 30 minutes longer, private the whole time.
this month
Reduce 10-pack to IDR 2,900,000
IDR 290k per private session beats all communal operators and Air Seseh's 10-pack (~IDR 3,450k). Your strongest acquisition argument: "private for less than communal." Front and centre in all ads.
this month
Make "private + central Canggu" the loudest message
Air Seseh validates private recovery — good news. Your response: same concept, Canggu, no drive. Win on convenience and intentionality. Never name them — just be clearly the better choice for your customer.
this quarter
Reduce regular membership to IDR 2,500,000
Cheapest private recovery membership in Bali — less than Air Seseh and less than The Ark communal. "IDR 83k per private session. No strangers. Central Canggu." Easy to justify.
this quarter
Reduce KITAS/KITAP membership to IDR 2,000,000
Maintains the ~17% resident discount. IDR 67k per private session. Keeps your most loyal, highest-frequency customers committed as the market gets more competitive.
"sundaymood is not overpriced. It's under-explained — and the 75-min needs fixing."
Air Seseh validates private recovery as a real market. Your walk-in and packs hold up. Your membership beats theirs. The 75-min is the one fix the competitive data demands. Make these five Momence changes, then stop competing on price and start competing on story: private, intentional, central Canggu.
all sessions → 75 min
walk-in → 499k
10-pack → 2,900k
membership → 2,500k
KITAS → 2,000k
private + Canggu
07 · bookings analysis
365 days of booking data.
8,498 reservations · 6,631 completed sessions · 4 rooms · Aug 2025 – Mar 2026. Every pattern you need to act on.
total completed
6,631
Core sauna & ice bath sessions
cancellation rate
18.5%
1 in 5 bookings never shows up
peak occupancy
68%
7pm average room utilisation
unique customers
1,552
across the full period
repeat-driven sessions
84%
of sessions from repeat customers
booking heatmap — completed sessions by day × hour
darker = more bookings · 4 rooms max
weekly session trend — last 20 weeks
Oct 2025
Mar 2026
customer breakdown
66.8% first-timers (1,039)
33.2% repeat (513)
84% of sessions come from just 33% of customers. 1,039 people came once and never returned.
top 10 customers by visits
| Jeremiah Bentum | 84 visits |
| Clara Urquijo | 69 visits |
| Alexander Veh | 68 visits |
| Isabelle Keating | 68 visits |
| Larissa Galvanone | 61 visits |
| Dilara Veh | 60 visits |
| Nathan Aston | 59 visits |
| Michel Mousa | 58 visits |
| Matthew Bater | 56 visits |
| Matt Weatherall | 55 visits |
Three actions this data demands.
Based on 6,631 sessions across 221 days.
act now
Late cancellation fee for 8pm
8pm has the worst cancellation rate in the entire schedule at 24.2% — 1 in 4 last-slot bookings never shows up. An IDR 100–150k no-show fee for same-day cancellations on this slot would recover meaningful nightly revenue immediately.
act now
Re-engage 1,039 one-time visitors
You have the email of every person who came once and never returned. A targeted "we miss you" campaign with a time-limited offer (e.g. morning promo rate) sent within 30 days of first visit could convert even 15–20% of them into regulars — worth hundreds of additional sessions.
this month
Fill the 1pm dip with a promo
1pm is your single quietest non-morning slot (44% utilisation, lowest midday revenue per session). A "lunch slot" offer — even just a staff push to steer member bookings here — could add 2–3 sessions/day without any new customers.
this month
Investigate why Saturday is slowest
Saturday is your weakest day (825 sessions) when most hospitality businesses peak on weekends. Your customer base likely skews toward long-stay expats and regulars who don't follow tourist weekend patterns — but it's worth testing a Saturday-specific promotion to confirm.
how far in advance do people book?
median = 3.4 hours before session
58% same-day bookings
Your Instagram story at 10am can fill a 12pm slot. This is an impulse business.
how people pay
5,708 transactions · IDR 860M captured
59% member redemptions (IDR 0)
All cash revenue comes from the remaining 41% of bookings.
membership types driving sessions
which products fill the rooms
paid transaction revenue by month
cash transactions only — excludes member redemptions
revenue insight
Oct & Nov 2025 were peak cash months (IDR 131–132M each). Jan 2026 held up at IDR 127M despite the tax pass-through. Feb 2026 slipped to IDR 103M — monitoring this is critical.
📱 instagram stories at 10am
58% of bookings are same-day. A daily story showing open slots drives direct impulse bookings — zero ad spend needed.
🎄 seasonal bundle playbook
December promos drove 209 sessions from limited-time credit bundles. Run a similar "slow season" bundle now to inject March–April volume.
⚠️ membership cliff risk
Monthly memberships drive 40% of all bookings but generate IDR 0 at checkout. If renewal rates drop, occupancy falls fast with no early warning. Track renewals monthly.
📥 exact reports to pull from momence
prioritised — pull these in order
| # | Exact Report Name | Section in Momence | What it answers | Priority |
|---|---|---|---|---|
| 1 | New customers who haven't returned | KPIs | The exact list of 1,039 one-time visitors with emails. This is your re-engagement campaign list. Pull for all time, export CSV. | 🔴 pull first |
| 2 | Active members with KPIs | KPIs | Active member count today, recurring monthly revenue, and LTV per member. Your occupancy baseline — if this number is falling, everything else follows. | 🔴 pull first |
| 3 | Membership Cancellations | Memberships | Cancellations per month for last 12 months. Is churn accelerating? This is the membership cliff early warning signal. | 🔴 pull first |
| 4 | Membership sales | Memberships | New memberships sold per month. Paired with cancellations = net member growth/decline. The single most important trend in the business right now. | 🔴 pull first |
| 5 | Visitors without upcoming bookings | Appointments | All customers with no future booking — your lapsed customer list. Anyone 30+ days without a booking is drifting. Perfect for win-back campaigns. | high |
| 6 | List of customers with visits and LTV | Customers | Full customer database: total visits, lifetime spend, last visit date. Enables VIP vs at-risk segmentation and average LTV by acquisition source. | high |
| 7 | Retention report | Customers | Cohort retention by month — what % of Aug visitors came back in Sep, Oct, etc. Pinpoints exactly which month you lose most customers. | high |
| 8 | Appointment no shows report | Appointments | Customers who booked but weren't checked in. True no-show list (not cancellations). Identifies repeat offenders — the data behind the 8pm no-show fee decision. | high |
| 9 | Upcoming membership expirations | Memberships | Members expiring in next 30–60 days. A timely "renew now" message to this list is the cheapest retention spend possible. | useful |
| 10 | Failed membership renewals | Memberships | Members who wanted to renew but failed due to payment issues. Intent-to-stay customers lost to friction — easy revenue to recover with a simple follow-up message. | useful |
| 11 | Sales by Memberships/Packs | Sales | Revenue per product over time. Are 5-pack and 10-pack sales growing after the new pricing? Key measure of whether the strategy is working. | useful |
| 12 | New customers who didn't become members | KPIs | Customers who joined but never converted to a membership or pack. Quantifies the top-of-funnel conversion gap. | later |
| 13 | Discount Code Sales Report | Sales | All codes used, redemptions, total discount given. The true cost of referral cards and promotions — informs whether to keep or kill each promo. | later |
| 14 | Total Bookings & Earned Revenue | Sales | Earned revenue per booking — recognises membership value at point of use, not purchase. Better for true per-session economics than any other report. | later |
08 · membership health
The membership crisis.
356 membership records analysed. 1,011 one-time visitors. The data reveals why revenue is declining — and exactly what to fix.
🔍 critical insight — zero cancellations
107 memberships expired. Zero were formally cancelled. Members aren't leaving angry — they're quietly drifting away.
The Membership Cancellations report is empty even with no filters — confirming not a single member has ever hit "cancel." They simply let subscriptions lapse. This means there's no resentment or active rejection — just passive drift from lack of re-engagement. A proactive renewal outreach programme would recover most of these. The Active Members KPI report appears to be a Momence plan feature not enabled on your account — use the membership sales export as your source of truth instead.
⚡ action required today
4 paying members are renewing in the next 7 days. Reach out personally — now.
Irene Mackie — renews in 1 day
Isabelle Keating — renews in 2 days
Avi Basuki — renews in 5 days
Danny Callan — renews in 6 days
Isabelle Keating — renews in 2 days
Avi Basuki — renews in 5 days
Danny Callan — renews in 6 days
active subscribers
15
of which 9 are paying, 6 are comp/free
MRR from subs
IDR 24.8M
from 9 paying members only
active pack holders
52
212 credits still outstanding
ever became member
4.3%
only 67 of 1,552 customers ever bought a membership
peak members
~29
November 2025 — now down 48%
net membership movement by month
new sales minus expirations — December was the turning point
| Month | New | Expired | Net | Running | Sub Revenue |
|---|
customer conversion funnel
1,552 total customers
Visited at least once
1,552
↓ 34.9% returned
Returned at least once
541
↓ 12.4% bought a membership
Ever became member
67
↓ 22.4% still active
Active today
15
65.1% of all customers never return after their first visit. Of those who do return, only 12.4% convert to a paid membership. The biggest leak is at the very top — the first visit experience is not compelling enough to guarantee a return.
all 15 active subscribers — renewal countdown
sorted by days to renewal
| Member | Rate/mo | Renews in |
|---|---|---|
| Irene Mackie | IDR 3,020k | 1 day ⚡ |
| Isabelle Keating | IDR 3,020k | 2 days ⚡ |
| Avi Basuki | comp | 5 days |
| Danny Callan | IDR 3,020k | 6 days ⚡ |
| Lewis Steel | IDR 3,020k | 10 days |
| daan roosegaarde | IDR 2,416k | 11 days |
| Dilara Veh | comp | 11 days |
| Matthew Bater | comp | 14 days |
| Angela Andonopoulos | comp | 14 days |
| Clara Urquijo | IDR 3,020k | 16 days |
| Andrea D | IDR 2,416k | 17 days |
| Kristin Paige | comp | 19 days |
| Alexander Veh | IDR 2,416k | 21 days |
| Jeremiah Bentum | IDR 2,416k | 29 days |
| Sundaymood Team | internal | 28 days |
one-time visitors by month of first visit
1,011 people came once, never returned
~130–160 new one-timers every single month. This rate has not improved — the acquisition funnel works, the retention funnel doesn't.
30+ days lapsed
869
truly lost
60+ days cold
752
need strong offer
may still return
142
visited last 30 days
outstanding credits — 52 active pack holders
212 sessions pre-paid, not yet used
revenue already collected
IDR 73M+ in pack revenue has been received for sessions not yet delivered. Pack holders are your most engaged non-member customers — they've committed cash. Use this list for upgrade campaigns to monthly membership.
Membership is the engine. Right now it's stalling.
15 active subscribers. Peak was 29 in November. December alone lost 15 net members. Every member you retain is worth ~IDR 2.4–3M/month — that's IDR 29–36M/year each.
🔴 today
Members drift — they don't cancel
107 memberships expired but zero were ever formally cancelled. This means your members aren't leaving because they're unhappy — they're leaving because nobody is asking them to stay. A simple WhatsApp or email 5 days before renewal — "your membership renews soon, here's why it's worth it" — would recover a meaningful portion of these lapses. Start with the 4 renewing this week.
🔴 today
Personal outreach to 4 renewing members
Irene Mackie (1 day), Isabelle Keating (2 days), Danny Callan (6 days), Lewis Steel (10 days) are all paying IDR 3M/month. A personal WhatsApp or message before their renewal makes them feel valued and dramatically reduces lapse risk. Do this now.
this week
Convert pack holders to members
52 people have active packs — they've already committed money and proven they value sundaymood enough to buy in bulk. These are your warmest upgrade targets. An email offering "upgrade your remaining credits to a monthly membership" with a small sweetener (e.g. first month at new IDR 2,500k rate) could convert 10–15 of them.
this week
Re-engage 869 lapsed one-timers
You have emails for all 869 people who visited 30+ days ago and never returned. Segment into 30–60 days (warm) and 60+ days (cold). Send the warm group a "we've changed" message with the new 75-min format. For cold: highlight the morning promo at IDR 360k. Even a 10% conversion = 87 new bookings.
this month
Build a post-first-visit automation
65% of customers never return after their first visit. A Momence automation triggered 24 hours after a first visit — "How was your first session? Here's 20% off your next visit this week" — would intercept this drop-off at the optimal moment. This is the single highest-leverage automation you can build.
09 · pricing changes
Switch to 75 minutes. Lower the price. Win on both fronts.
The top customer complaint is that 45 minutes isn't enough. Air Seseh offers 75 minutes. The data shows switching solves your occupancy problem automatically — without adding a single new customer. All prices are tax-inclusive — 20% tax is built into every figure shown. IDR 499k is what the customer sees and pays at checkout.
current occupancy (45-min)
54%
56 slots/day across 4 rooms
new occupancy (75-min)
83%
36 slots/day — staggered across 4 rooms · last booking 20:30
price change for customer
−IDR 46k
IDR 545k → IDR 499k & 30 min more. Better product, lower price.
before & after — all products
all sauna & ice sessions change from 45 min → 75 min · all prices tax-inclusive
| Product | Duration before | Duration after | Price before | Price after | Note |
|---|---|---|---|---|---|
|
Single session
|
45 min | 75 min | IDR 545,000 | IDR 499,000 | −IDR 46kCheaper + 30 min more |
|
75-min single (current)
→ eliminated
|
75 min | removed | IDR 665,000 | — | archive75-min becomes the only format |
|
Morning Promo
07:00 & 08:30 slots only
|
45 min | 75 min | IDR 360,000 | IDR 360,000 | price holdsSame price, 30 min longer — fills slow morning slots |
|
5-pack
5 credits
|
45 min | 75 min | IDR 1,810,000 | IDR 1,810,000 | price holdsCredits now buy 75 min — hidden upgrade |
|
10-pack
10 credits
|
45 min | 75 min | IDR 3,380,000 | IDR 2,900,000 | −IDR 480kBetter value + longer sessions |
|
Monthly Membership
unlimited sessions
|
45 min | 75 min | IDR 3,020,000 | IDR 2,500,000 | −IDR 520kLower price + longer sessions reopens membership value |
|
KITAS/KITAP Membership
long-stay residents
|
45 min | 75 min | IDR 2,500,000 | IDR 2,000,000 | −IDR 500kIDR 500k below standard — a real, visible difference |
75-min slot occupancy — staggered rooms
rooms offset 30 min · last booking 20:30 · staff finish ~22:00
Only 2 genuinely slow slots remain: 07:00 (30%) and 08:30 (43%). These are covered by the Morning Promo. Every other slot is above 50% — three are over 100%, meaning you'll need a waitlist or cap.
new slot schedule (per room)
9 slots/room × 4 rooms = 36/day
| # | Start | End | Note |
|---|---|---|---|
| 1 | 07:00 | 08:15 | morning promo |
| 2 | 08:30 | 09:45 | morning promo |
| 3 | 10:00 | 11:15 | 105% — peak |
| 4 | 11:30 | 12:45 | 57% |
| 5 | 13:00 | 14:15 | 97% — peak |
| 6 | 14:30 | 15:45 | 53% |
| 7 | 16:00 | 17:15 | 118% — peak |
| 8 | 17:30 | 18:45 | 60% |
| 9 | 19:00 | 20:15 | 187% ⚠ see note |
⚠ evening slot — action required
The current 20:00 slot disappears. Combined 19:00+20:00 demand (187%) exceeds 4-room capacity every day.
Customers who currently book 20:00 must move to 19:00. Communicate this proactively before launch — especially to members and pack holders. Consider a waitlist for 19:00 from day one.
on adding more slow-time slots — don't
the 75-min switch resolves the occupancy problem without discounting
The "lunchtime dip" disappears
What looked like a slow 12:00–13:00 window becomes the 13:00 slot running at 97% occupancy. The dip was an artefact of 60-min cycle logic, not weak demand.
Only 2 slots genuinely need a promo
07:00 (30%) and 08:30 (43%) are the only underperforming slots. The Morning Promo at IDR 360k already covers both. No new discounted slots needed.
Adding more promos would cannibalise peak pricing
With 10:00, 13:00, 16:00, and 19:00 all running at near or over capacity, adding midday or afternoon discounts would pull demand away from full-price slots. You now have scarcity at peak hours — use it to hold price, not discount it away.
One simple message to existing customers: "We've made every session 30 minutes longer — and lowered the price."
This addresses the #1 complaint (duration), beats the competitor on price, and gives every lapsed customer a concrete reason to return. You rarely get to lead with "better product, lower price" — this is that moment.
🔴 before launch
Update Momence scheduling intervals
Change all 4 rooms from 60-min intervals to 90-min intervals. Set the 9 slot start times: 07:00, 08:30, 10:00, 11:30, 13:00, 14:30, 16:00, 17:30, 19:00. Remove the 20:00 slot from all rooms. Archive the standalone 75-min product.
🔴 before launch
Message all 19:00 & 20:00 regulars
Customers who regularly book 20:00 are your most at-risk group in this transition. Personally contact them before launch — ideally with a one-week early access offer to secure the 19:00 slot. Don't let them discover the change through a broken booking.
launch week
Re-launch campaign to lapsed customers
Send to the 869 lapsed one-timers: "Since your last visit, we've upgraded every session to 75 minutes and lowered our prices." This is a far stronger re-engagement hook than a generic discount. Pair with the new IDR 499k single session price.
this month
Update pack holder credits
Existing 5-pack and 10-pack holders have credits that now buy 75-min sessions at no extra cost. This is a loyalty gift — communicate it explicitly. "Your remaining credits now include 30 extra minutes, on us." It creates goodwill and incentivises them to use (and repurchase) their packs.
10 · customer database
8,144 contacts. Zero emails sent.
Every customer who has ever interacted with sundaymood is in Momence — and every single one has an email address. This is your most valuable untapped asset. The 75-min launch is the perfect trigger to finally use it.
total contacts
8,144
100% have an email address on file
emails ever sent
0
No email campaign has ever been run
new customers · aug→feb decline
−51%
316 first-timers in Aug · down to 155 in Feb
📉 new customers by month
first-time visitors — consistent decline since August 2025
📧 email segments — who to contact & why
all 8,144 have emails · prioritised by impact
| Segment | Count | Total LTV | What to send |
|---|---|---|---|
| Active · last 30 days | 279 | IDR 462.5M | 75-min launch announcement · they're already engaged |
| Core loyal · 10+ visits | 410 | IDR 452.9M | Personal thank-you + VIP early access to new 75-min format |
| ⚠ High-value lapsed · 60–180 days | 329 | IDR 315.5M | "We miss you" + the change story · highest recovery potential |
| Visited once · never returned | 3,523 | IDR 174.3M | "Sessions are now 75 min at a lower price — come back" |
| Semi-engaged · 2–4 visits | 1,461 | — | Pack offer · 5-pack or 10-pack framed around the new 75-min format |
| Regular · 5–9 visits | 369 | — | Membership pitch — show them what members pay per visit vs single |
| Registered · never visited | 2,381 | — | Simple intro: "you registered — here's what you've been missing" |
| Lapsed 180+ days | 4,966 | IDR 45.5M | Long-shot re-engagement · low priority but zero cost to try |
🔴 high-value lapsed — 10+ visits, gone quiet 60+ days
316 customers · IDR 140.2M combined LTV · contact these first
| Name | Visits | LTV | Days gone |
|---|
💡 the 75-min email
You have a genuine news story: every session is now 75 minutes at a lower price. Send this to all 8,144 contacts before launch. This is the first email — make it count.
💡 the personal outreach
The 316 high-value lapsed customers aren't angry — they're just gone. A personal WhatsApp or email from the team (not a blast) would recover a meaningful number. Do this before the main campaign.
💡 the abandoned checkout
82 people started a booking and didn't finish. 78% came back anyway — but 18 didn't. An automated follow-up email ("you left something") is a quick Momence setup that pays for itself immediately.
11 · financial performance
Revenue −6%. Profit −74%.
2025 was a structural problem, not a bad season. While revenue held up reasonably well, gross margin collapsed by 11 percentage points — driven almost entirely by IDR 387M in tax & service charges that were absorbed internally rather than passed through to customers. That single decision cost more than the entire net profit for the year.
revenue 2025
IDR 3.52B
vs IDR 3.75B in 2024 ▼ 6.2%
gross margin 2025
73.3%
vs 84.5% in 2024 ▼ 11.2pp
net profit 2025
IDR 189M
vs IDR 732M in 2024 ▼ 74%
loss months
4
Jul, Aug, Sep, Nov 2025 vs 2 in 2024
monthly revenue — 2024 vs 2025
IDR millions · 2024 in sage · 2025 in terracotta
monthly net profit / loss — 2025
loss months shown in red · IDR millions
the profit bridge — what changed
why IDR 543M disappeared
| Driver | Impact (IDR) |
|---|---|
| 2024 net profit | +732M |
| Tax & service absorbed internally | −387M |
| Revenue decline (sauna room removal + H2 drop) | −231M |
| Repair & maintenance increase | −110M |
| Depreciation increase (new assets) | −56M |
| Salary savings | +80M |
| New revenue streams (therapy + Classpass) | +78M |
| Other opex reduction | +83M |
| 2025 net profit | IDR 189M |
revenue mix shift
what each line contributed
key expense comparison
IDR millions · full year
| Expense | 2024 | 2025 | Change |
|---|
✅ fixed from jan 2026
Tax & service (IDR 387M/year) is now passed through to customers. This single fix restores roughly 2× the entire 2025 net profit if revenue holds flat.
⚠ still to recover
Revenue is still soft (51% decline in new customers). The 75-min switch and email campaign are the main levers to restore volume and justify the higher per-session price.
🎯 2026 target
At IDR 3.52B revenue with tax passed through and R&M normalised, net profit should recover to IDR 500–600M — still below 2024 peak but a meaningful restoration of health.
