The company then shifted its focus to the mindfulness market when it started building its iOS app — the desktop app was maintained for existing users. The startup has positioned itself in the health and fitness category rather than productivity or utility because of its mindfulness approach.
“All notes are very different in nature. We are helping people capture ideas that change their state of mind. Like something that made you change your perspective or motivated you and you want to relfect on that later. These are the ideas that you collect with Napkin as a mindfulness habit,” Felsmann said.