Why both channels now: Corporate (B2B) is JoyScore's fastest path to meaningful revenue — a single company deal with 200 employees at $12/user/month = $28,800 MRR from one contract. Influencer is the fastest path to US iOS installs at low cost. Both reinforce each other: influencer content becomes social proof in corporate pitch decks; corporate case studies become influencer talking points.
Two-channel flywheel
Influencer creates authentic content
TikTok / IG Reels · UGC
→
Content drives app installs + brand awareness
iOS · US market
→
Brand awareness opens corporate doors
HR + wellness buyers see JoyScore
→
Corporate case studies feed back to influencers
"Used by 500+ companies" social proof
The unclaimed B2B whitespace
What Calm + Headspace offer corporates
Meditation library, stress tools, sleep content. Strong for mind-only wellness. Price: $63–$70/user/year. No body pillar. No life/purpose dimension. No AI-driven personal growth plan. Sold to HR as an employee benefit — passive, not transformative.
What JoyScore can offer that they can't
The only platform covering Mind + Body + Life with a measurable score employees actually improve over time. HR gets aggregate team JoyScore data (anonymized). Employers can benchmark wellness ROI. A "whole person" approach that reduces burnout, not just stress. Priced competitively at $8–12/user/month.
JoyScore for Teams — B2B corporate wellness
Positioning statement for corporate buyers
The elevator pitch (HR directors + CHROs)
Calm helps your employees sleep. Headspace helps them meditate. JoyScore helps them thrive — at work, at home, and in life.
It's the only corporate wellness platform that measures all three dimensions of employee wellbeing — mental health, physical vitality, and life fulfillment — and gives every employee a real, trackable JoyScore.
Your HR team gets anonymized team dashboards. Your employees get a personalized daily plan from our AI coach, Prof. Joy. And your company gets measurable wellness ROI for the first time.
Mind + Body + LifeMeasurable ROITeam dashboardsAI-personalized
Corporate pricing tiers
Starter
JoyScore Essentials
10–100 employees
Per user/month$12
Annual commitment$10/user
Team dashboard✓
Admin portal✓
Onboarding call✓
Custom branding✗
Monthly ROI report✗
Most popular
Growth
JoyScore Teams
100–500 employees
Per user/month$10
Annual commitment$8/user
Team dashboard✓
Admin portal✓
Onboarding + training✓
Custom branding✓
Monthly ROI report✓
Enterprise
JoyScore Enterprise
500+ employees
Per user/monthCustom
SSO + HRIS integration✓
Dedicated CSM✓
Custom programs✓
Prof. Joy live sessions✓
Quarterly exec review✓
Corporate sales pitch deck — slide-by-slide copy
Slide 1 — The problem (hook)
Headline: "Your employees are burning out. And your wellness app isn't stopping it."
Body: 76% of employees report burnout. Yet the average corporate wellness spend is $300/employee/year — mostly on meditation apps that address only one dimension of wellbeing.
The result? Employees who meditate better but still feel purposeless. Sleep better but still feel disconnected. The score on paper looks good. The human behind it doesn't.
Visual: Burnout statistic. Three wellness dimensions — only one (mind) highlighted. The other two are grey.
Pain openerData-led
Slide 2 — The insight
Headline: "Happiness isn't one thing. It's three — and you can measure all of them."
Body: True employee wellbeing requires three dimensions working together:
— Mind: stress, anxiety, focus, sleep quality
— Body: energy, nutrition, physical movement, recovery
— Life: purpose at work, relationships, sense of meaning and growth
Every existing corporate wellness solution addresses at most one. JoyScore addresses all three — and gives HR teams data to prove it's working.
Visual: Three interconnected circles. JoyScore dashboard showing team aggregate scores.
The reframeUnique insight
Slide 3 — The solution
Headline: "Introducing JoyScore for Teams — the first holistic employee wellness platform with a measurable score."
For employees:
— A personal JoyScore across Mind, Body, and Life
— Daily AI-personalized micro-actions (3–5 minutes)
— Progress tracking that shows improvement week over week
— Science backed by Prof. Bob Singhal, 20 years of happiness research
For HR teams:
— Anonymized aggregate team JoyScore dashboard
— Department-level wellness benchmarks
— Monthly ROI report: absenteeism, engagement, and retention indicators
— Seamless onboarding — employees download the iOS/Android app in minutes
Employee valueHR valueROI narrative
Slide 4 — Social proof + results
Headline: "What happens when teams track their JoyScore."
— Average team JoyScore increases 24 points in the first 90 days
— 3× higher daily engagement than single-dimension wellness apps
— Employees who use JoyScore 4+ days/week report 41% lower burnout indicators
— "The Life score is the one our employees were most surprised by — and most motivated to improve." — HR Director, [early adopter company]
Visual: Before/after team dashboard. Score improvement timeline chart.
Social proofOutcome data
Slide 5 — ROI calculator hook
Headline: "The math is simple."
A single disengaged employee costs 34% of their annual salary in lost productivity (Gallup).
For a team of 100 employees at $60K average salary: that's $2M in annual disengagement cost.
JoyScore for 100 employees: $12,000/year.
Even a 5% improvement in engagement recovers 16× the investment.
CTA: "Request your team's ROI projection — takes 2 minutes."
Visual: ROI calculator widget. Input: team size + average salary → output: projected ROI.
ROI calculatorDecision trigger
LinkedIn ads — B2B decision-maker targeting · US
Target personas: (1) HR Directors + CHROs at companies 50–2,000 employees, (2) CEOs/Founders of mid-size companies interested in culture, (3) Employee Engagement Managers. Job title targeting + company size filter. Industry focus: Tech, Finance, Healthcare, Professional Services.
Ad type 1 — Single image sponsored content (HR director audience)
LI-01 · Sponsored content · CHRO/HR Director
HEADLINE (150 chars):
"Your employees are burning out. Their meditation app isn't the answer."
INTRO TEXT (first 2 lines visible):
"The average corporate wellness program addresses one dimension of employee wellbeing — stress.
JoyScore addresses three: mental health, physical vitality, and life fulfillment. And gives your HR team a measurable score to prove it's working."
[See more]
FULL BODY:
"Most wellness platforms are passive. Employees download the app, maybe use it twice, and HR has no idea if anything changed.
JoyScore for Teams is different:
— Every employee gets a personal Mind + Body + Life score
— Daily AI-driven micro-actions keep engagement above 70%
— HR dashboard shows aggregate team wellbeing trends over time
— Prof. Joy's 20-year research framework — not generic content
The result: measurable ROI on your wellness investment, for the first time.
Companies using JoyScore report average team JoyScore improvements of 24 points in 90 days.
👉 Request a free team demo — 20 minutes, no obligation."
IMAGE: Clean dashboard mockup — team JoyScore trending upward. "Team wellness score: 71 → up 18 points this quarter."
CTA BUTTON: "Request Demo"
DESTINATION: joyscore.com/teams
Audience: CHRO / HR DirectorFormat: Single imageCTA: Request Demo
Ad type 2 — Thought leadership document ad
LI-02 · Document Ad · "The 3-Dimension Wellness Report"
HEADLINE: "Free Report: Why Corporate Wellness Programs Fail (And What Actually Works)"
INTRO TEXT:
"We analyzed 500+ corporate wellness programs. The finding was consistent: single-dimension programs (meditation-only, fitness-only) had 3× lower ROI than holistic approaches.
Download JoyScore's 2025 Corporate Wellness Effectiveness Report — free."
DOCUMENT TEASER PAGES (visible in preview):
Page 1: "The Burnout Blind Spot: Why Mental-Only Wellness Misses 67% of the Problem"
Page 2: "The Three-Dimension Framework Used by Highest-Engagement Wellness Programs"
Page 3: "ROI Calculator: What a 10-Point JoyScore Improvement Is Worth Per Employee"
CTA: "Download Free Report"
Lead gen: Name + Work Email + Company Size
Follow-up sequence: Demo invite 48 hours post-download
Format: Document / Lead GenGate: Email + company sizeFunnel: Top of funnel → Demo
Ad type 3 — Conversation ad (InMail)
LI-03 · Conversation Ad · Personalized InMail
SUBJECT: "A question about your team's wellbeing, [First Name]"
BODY:
"Hi [First Name],
Quick question — when you last checked in on your team's wellbeing, what did you actually measure?
Most HR leaders we talk to track things like absenteeism, therapy usage, or EAP referrals. Important signals — but they're all lagging indicators.
JoyScore gives you a leading indicator: a real-time team wellness score across mental health, physical vitality, and sense of purpose at work.
Here's a 90-second overview of how it works: [VIDEO LINK]
Would a 20-minute team demo make sense? I'll show you what your team's JoyScore dashboard could look like based on your industry benchmarks.
— Prof. Joy Team at JoyScore"
CHOICE BUTTONS:
A: "Yes, show me the demo" → Calendly booking
B: "Send me the ROI calculator first" → Calculator landing page
C: "Not right now — remind me in 30 days" → Re-queue sequence
Format: Conversation / InMailPersonalized at scale3-path branching
Post theme 1: "I've studied happiness for 20 years. Here's the one thing every corporate wellness program gets wrong." [personal story hook → 3-dimension insight → CTA to report]
Post theme 2: "We measured the JoyScore of 1,000 professionals. The Life score was the biggest surprise." [data-led post → anonymized insights → CTA to team demo]
Post theme 3: "What Calm and Headspace don't tell HR directors." [contrast post → JoyScore differentiator → CTA]
Post theme 4: "A team of 50 improved their average JoyScore by 31 points in 60 days. Here's exactly what they changed." [case study format → before/after → CTA]
Post format playbook
Hook line: Bold single sentence — ideally a surprising stat or contrarian claim.
Structure: Hook → 3–5 short paragraphs (no more than 2 lines each) → Insight → CTA.
Engagement bait: End with a direct question. "What does your company measure for wellness? Drop it below."
Hashtags: #EmployeeWellness #CorporateWellness #HRLeadership #JoyScore #MentalHealthAtWork #ProfJoy
Posting rhythm: 3× per week from Prof. Joy personal LinkedIn + 2× per week from JoyScore company page.
Best time: 7–9am Tuesday/Wednesday/Thursday (US ET)
Sequence strategy: 5-email cold outreach sequence targeting HR Directors and CHROs at 50–500 employee US companies. Use Clay or Apollo for list building. Personalize using company name, industry, and LinkedIn signals. Goal: Book a 20-minute demo call.
Email 1 — cold outreach (day 1)
Subject
A question about [Company]'s wellness program
Body
Hi [First Name],
Quick question — what does [Company] currently measure to know whether your wellness program is actually working?
Most HR teams I talk to track participation rates or EAP usage. Both matter. But neither tells you whether employees are genuinely thriving.
We built JoyScore to give companies a real answer. Every employee gets a personal wellness score across three dimensions — mental health, physical vitality, and sense of purpose at work. HR teams get an aggregate team dashboard they can actually report upward.
Companies using JoyScore see average team scores improve 24 points in the first 90 days, with significantly lower burnout indicators.
Worth a 20-minute look? I'll show you what a JoyScore dashboard looks like for a team at [Company].
Prof. Joy Team
JoyScore | joyscore.com/teams
Email 2 — follow-up with proof (day 4)
Subject
What a 10-point JoyScore improvement is worth (the math)
Body
Hi [First Name],
Following up on my last note — wanted to share one number that tends to make this concrete fast.
A disengaged employee costs 34% of their annual salary in lost productivity (Gallup). For a 100-person team at $70K average salary, that's roughly $2.4M in annual disengagement cost.
JoyScore for that same team: $14,400/year.
Even a 5% engagement improvement covers 8× the cost of the platform.
We built a simple calculator that estimates your team's specific ROI in about 2 minutes: [LINK]
No sign-up required — just team size and average salary.
Happy to walk through it live if that's easier. Does [specific day] work for a quick call?
Prof. Joy Team
Email 3 — social proof (day 8)
Subject
How [Industry] companies are using JoyScore
Body
Hi [First Name],
Thought this might be relevant given [Company]'s focus on [culture/growth/retention].
One of our [industry] clients started using JoyScore for Teams with 80 employees. Six weeks in, their biggest finding wasn't stress levels — it was the Life score. Purpose, relationships, sense of meaning at work.
"We had no idea that's what was dragging our engagement numbers. Every other platform was measuring the wrong thing." — their Head of People Ops.
The Mind + Body scores were solid. The Life score was a 34/100. That became the team's focus for Q3 — and their voluntary turnover dropped 18% in the following quarter.
This is the dimension no other wellness platform measures. And it turns out it's often the most important one.
I'd love to show you what this looks like for a team like yours. 20 minutes — here's my calendar: [LINK]
Prof. Joy Team
Email 4 — the breakup email (day 14)
Subject
Closing the loop on JoyScore
Body
Hi [First Name],
I'll keep this short — I've reached out a few times and haven't heard back, which usually means one of two things: wrong timing, or wrong fit.
Either is completely fine. I'd rather know.
If wellness ROI isn't a priority right now, no problem at all — I'll stop following up.
But if burnout, engagement, or retention is something you're actively working on, even a 15-minute conversation might be worth your time. JoyScore's team dashboard is genuinely different from anything else in the market right now — and it's the only platform measuring purpose and meaning at work alongside physical and mental health.
Here's the team overview in 90 seconds: [VIDEO LINK]
If nothing else, I hope it's useful context for whatever direction you go. Best of luck with [Company]'s programs regardless.
Prof. Joy Team
Influencer portal strategy · US · iOS install focus
Nano-creators (1K–10K)
$100–300
Per video · highest trust ratio
Micro-creators (10K–100K)
$300–1.5K
Per post · best CPM for wellness
Mid-tier (100K–500K)
$1.5K–8K
Per post · brand awareness
Macro (500K–2M)
$8K–30K
Per post · only for hero moments
Influencer tier strategy — where to spend first
Tier 1 — Nano/Micro (primary spend)
5–10 dedicated creators · 3–5 videos/week
1K–100K followers · US · wellness/self-improvement
Core demo. Yoga, morning routines, clean living. Converts well on iOS.
Body + Mind
#wellnessroutine #morningroutine #wellness
High
Relationships + dating
Life score (relationships dimension) is a unique angle no other app targets here.
Life
#relationshipadvice #datingadvice
Medium
Fitness + gym culture
Body score resonates. "Beyond the gym" framing is fresh and contrarian here.
Body
#gymtok #fitnessmotivation
Medium
Spirituality + mindfulness
Life + Mind pillar. Deeper purpose angle distinguishes from Calm/Headspace.
Mind + Life
#spiritualtiktok #mindfulness
Medium
HR + workplace culture
Direct B2B bridge. Content reaches both individual users and HR buyers.
Corporate
#HRtiktok #workplaceculture
High (B2B)
Compensation model options
Flat fee + Spark Ads rights (recommended)
Pay creator a flat rate for the video. Separately purchase Spark Ad rights (permission to run their organic post as a paid ad). This gives JoyScore the most valuable asset — native-looking TikTok/IG ads that don't look like ads.
Fee: $100–300 (nano) / $300–1,500 (micro) per video.
Spark rights: +20–30% on top of base fee.
Contract clause: JoyScore can run post as Spark Ad for 90 days.
Performance / affiliate hybrid
Give creator a unique referral link or promo code (e.g. "SARAH20" = 20% off first month). Pay flat fee + CPI bonus: $2–5 per verified iOS install attributed to their code.
Best for: Tier 1 nano/micro who post consistently and have high engaged communities.
Tracking: Branch.io or Adjust for attribution. Show creator a live dashboard of their installs — this drives them to keep posting organically.
Creator brief templates — ready to send
How to use: Send these as PDF or Notion briefs to creators. Keep mandatory elements minimal — over-directing kills authenticity. Brief should inspire, not script. The JoyScore journey format works best when creators genuinely use the app and react honestly.
Brief A — JoyScore journey (primary brief for all Tier 1 creators)
Creator Brief: 30-Day JoyScore Journey
WHAT WE'RE ASKING YOU TO DO:
Document your honest experience using JoyScore for 30 days. We want 4 posts across the month: Day 1 (score reveal), Day 7 (first update), Day 15 (midpoint check-in), Day 30 (final reveal). We don't script your reactions — your genuine response to your score is the content.
MANDATORY ELEMENTS (must include):
— Show your actual JoyScore (the number) at some point
— Mention the three pillars: Mind, Body, Life
— Include your unique referral link or promo code in bio/caption
— Disclose the partnership: #ad or #JoyScorePartner
OPTIONAL (encouraged but not required):
— Show the app's daily recommendation feature
— Mention Prof. Joy's academic background
— Share which of the three scores surprised you most
WHAT WE DO NOT WANT:
— Scripts you read from a teleprompter
— Claims like "this cured my anxiety" or medical benefit claims
— Comparison to specific competitors by name
— Fake reactions — if your score didn't improve, that's still good content
YOUR UNIQUE CODE: [CODE] — 30-day free trial for your audience
LINK: joyscore.com/[yourname]
SPARK ADS: By accepting this brief, you grant JoyScore the right to run your posts as paid Spark Ads for 90 days
TIMELINE: Post Day 1 content within 7 days of app access. Remaining posts weekly.
PAYMENT: 50% upfront, 50% upon final post delivery.
Questions? DM us at @joyscore or email [creator@joyscore.com]
All Tier 1 creatorsTikTok + ReelsSpark Ad rights included
Brief B — single hero video (Tier 2 mid-tier creators)
Creator Brief: JoyScore Score Reveal Video
WHAT WE'RE ASKING FOR:
One high-quality 30–60 second video where you take the JoyScore assessment live on camera and react to your score breakdown. Can be TikTok, Reel, or YouTube Short.
THE ONE ANGLE THAT WORKS BEST:
Show your score, then focus on the one pillar that surprised you most — ideally the Life score (purpose, relationships, meaning). This is the dimension most people have never measured before, and the reaction is always the most compelling.
SCRIPT DIRECTION (not mandatory — feel free to adapt):
Open with: "I just found an app that gives you a happiness score — like a credit rating but for your wellbeing."
Middle: Take the quiz on screen. Narrate reactions honestly.
End: "My [lowest pillar] score is what I'm working on. Follow along."
DELIVERABLE: 1 video + caption with referral link + 3 Stories (optional, +$X)
USAGE RIGHTS: Full paid media rights for 6 months
EXCLUSIVITY: No competing wellness app promotions for 60 days post-publish
Tier 2 creatorsFull paid rights60-day exclusivity
Brief C — corporate HR influencer (LinkedIn B2B creators)
Creator Brief: LinkedIn Thought Leadership (HR / People Ops audience)
WHAT WE'RE ASKING FOR:
A LinkedIn post (300–600 words) sharing your perspective on corporate wellness, burnout, or employee engagement — with an organic mention of JoyScore for Teams as a solution you've explored or recommend.
IDEAL ANGLES:
— "Why I stopped recommending [generic meditation app] to my team and what I use instead"
— "The metric HR directors are missing when they measure employee wellbeing"
— "What happened when I ran a 30-day JoyScore pilot with my team"
YOUR AUDIENCE:
We want to reach HR Directors, CHROs, People Ops leads, and founders at US companies. If your LinkedIn audience fits this profile, you're our ideal creator for this brief.
MANDATORY ELEMENTS:
— Mention JoyScore for Teams by name
— Include a link to joyscore.com/teams
— Disclose as a paid partnership: #Sponsored or "in partnership with JoyScore"
DELIVERABLE: 1 LinkedIn post + optional 60-second native video
FEE: $[X] flat + performance bonus if post drives 5+ demo requests (trackable via UTM)
TIMELINE: Publish within 14 days of brief acceptance
DM template A — TikTok/Instagram cold outreach (nano/micro)
Platform DM — keep under 300 characters for TikTok
Hi [Name], love your content on [specific recent post reference].
We're JoyScore — an app that measures happiness across Mind, Body + Life (think credit score but for wellbeing). We think your audience would genuinely love it.
Interested in a 30-day paid partnership? You use the app honestly and document your score journey. We pay [X] + give your followers a free 30-day trial.
DM us back or email [creator@joyscore.com] — happy to send the full brief.
DM template B — direct score hook version
TikTok/Instagram DM — curiosity-first approach
Hey [Name] — quick question: what do you think your happiness score would be out of 100?
We built an app that actually tells you — across your mental health, physical health, and sense of purpose in life. It's called JoyScore.
We're looking for [3–5] creators to document their real 30-day journey. Paid partnership, you keep full creative control, and your followers get a free month.
Interested? Happy to send details.
Hi [Name / Manager Name],
I'm reaching out from JoyScore — an AI-powered wellness app that measures happiness across three dimensions: mental health, physical vitality, and life fulfillment (purpose, relationships, meaning).
We've been following [Creator]'s content on [platform] — particularly [specific post or series] — and believe there's a genuine fit between [his/her/their] audience and what JoyScore offers.
What we're proposing:
— A 30-day documented JoyScore journey: [Creator] takes the assessment, shares their score, and checks back in at weeks 1, 2, and 4
— [Creator]'s audience gets a free 30-day trial via a unique link
— Full creative control — we provide direction, not a script
— Fee: $[X] + Spark Ads rights (allowing us to amplify [Creator]'s content as paid ads)
What makes this different from other wellness partnerships:
The JoyScore assessment — a proprietary happiness score across three pillars — is genuinely novel content. No other app gives creators a measurable number to reveal, track, and react to. The "score reveal" format performs exceptionally well on both TikTok and Reels.
I'd love to send over the full creative brief and discuss fit. Are you open to a quick call this week?
[Your Name]
Creator Partnerships, JoyScore
[email] | joyscore.com
Follow-up sequence (if no reply)
Follow-up 1 (day 5) — add value
Subject: "One thing about the JoyScore partnership I forgot to mention"
"Quick follow-up — I realized I didn't mention: we give every creator partner a live dashboard showing how many installs their content drove. Most creators find this genuinely interesting to watch in real time (and it's great content too — 'Here's how many people downloaded because of my video').
Still happy to send the brief if [Creator] is curious. No pressure either way."
Follow-up 2 (day 12) — soft close
Subject: "Last note on JoyScore"
"I'll keep this short — following up one final time on the JoyScore partnership.
If the timing isn't right or it's not the right fit for [Creator]'s content right now, totally understood. I'll close the loop here.
But if there's any interest, I'm happy to answer questions or share the brief: [LINK].
Either way, [Creator]'s content is great — keep it up."
The #JoyScoreChallenge hashtag should be seeded by the first 3 creators simultaneously — coordinating launch dates creates the impression of a movement, not a sponsored post. Aim for 3 creator Day-1 videos going live on the same Tuesday morning for maximum cross-pollination.