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$0 TO $360MM IN 4 YEARS FLAT
HOLLY LIU, CO-FOUNDER & CHIEF OF STAFF AT KABAM
@HollyHLiu
@HollyHLiu
@HollyHLiu
@HollyHLiu
$360 MM
$180 MM
$30 MM
$0
2010 2011 2012 20132009
$360 MM
@HollyHLiu
@HollyHLiu
@HollyHLiu
@HollyHLiu
Non Scalable Growth Methods
• Forum / Group Posting
• Contests
• Blog Posts
• Friends and family
@HollyHLiu
Important because…
• Product-market fit
• Interact directly with customers
@HollyHLiu
Nail It.
Then Scale It.
@HollyHLiu
@HollyHLiu
5-7%
weekly
http://www.paulgraham.com/growth.html#f6n
@HollyHLiu
Scalable Growth Methods
paid acquisition
sales
SEO
virality
pipeline + team
BUYBUILD PARTNER
@HollyHLiu
Why?
• Feedback Loops
• Easily repeatable – create a playbook
• Do once and get massive audience
@HollyHLiu
Scalable Growth Methods
paid acquisition
sales
BUY
SEO
virality
BUILD
pipeline + team
PARTNER
@HollyHLiu
Build
@HollyHLiu
Focus Areas
• Acquisition
• Retention
• Engagement
• Monetization
@HollyHLiu
Business Model
• Advertising Business Model = Large audience
INSTALLS
conver
sions
invites
clicks
@HollyHLiu
Build
@HollyHLiu
Framework
• Business Model: Advertising
• Focus: Acquisition
• Metrics:
@HollyHLiu
Metrics
• Click-thru’s (link tracking)
• Installs
• Invites Sent
• Conversions
• DAU’s (Daily Active Users)
@HollyHLiu
Scalable Growth Methods
SEO
virality
BUILD
@HollyHLiu
BUY
@HollyHLiu
3 Things
• Market Opportunity
• Team Capabilities
• Passion Points
@HollyHLiu
Free-to-play
Freemium Microtransaction Business Model
@HollyHLiu
@HollyHLiu
Framework
• Business Model: Free to Play (freemium)
• Focus: Retention and Monetization
• Metrics:
@HollyHLiu
Metrics
• D1 Retention
• D7 Retention
• ARPU
• ARPPU
• LTV
@HollyHLiu
LTV
(Average Order Value) * (Number of Repeat
Sales) * (Average Retention Time)
$10 * 12 months * 3 years = $360
@HollyHLiu
LTV - Starbucks
(Simple LTV) * (Custom LTV) * (Traditional LTV)
Simple LTV = 52(a) * t
Custom LTV = t(52 * s * ...
@HollyHLiu
Success
Cost of Customer Acquisition < Customer
Lifetime Value
@HollyHLiu
Scalable Growth Methods
paid acquisition
sales
BUY
@HollyHLiu
PARTNER
@HollyHLiu
content
platform
@HollyHLiu
Game Plan
• Partner
– Content
– Platform
– Applications
@HollyHLiu
Content
@HollyHLiu
Platform
@HollyHLiu
Applications
@HollyHLiu
Metrics
• Organic Traffic
• Tagging
• Revenue associated with organics
@HollyHLiu
Scalable Growth Methods
paid acquisition
sales
SEO
virality
pipeline + team
BUYBUILD PARTNER
@HollyHLiu
[500DISTRO] Shake, Mix, Stir, KABAM! How One Startup Grew from $0 to $360MM in 4 Years
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[500DISTRO] Shake, Mix, Stir, KABAM! How One Startup Grew from $0 to $360MM in 4 Years

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[500DISTRO] Shake, Mix, Stir, KABAM! How One Startup Grew from $0 to $360MM in 4 Years

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  • Transcript of "[500DISTRO] Shake, Mix, Stir, KABAM! How One Startup Grew from $0 to $360MM in 4 Years"

    1. 1. $0 TO $360MM IN 4 YEARS FLAT HOLLY LIU, CO-FOUNDER & CHIEF OF STAFF AT KABAM @HollyHLiu
    2. 2. @HollyHLiu
    3. 3. @HollyHLiu
    4. 4. @HollyHLiu
    5. 5. @HollyHLiu $360 MM $180 MM $30 MM $0 2010 2011 2012 20132009 $360 MM
    6. 6. @HollyHLiu
    7. 7. @HollyHLiu
    8. 8. @HollyHLiu
    9. 9. @HollyHLiu Non Scalable Growth Methods • Forum / Group Posting • Contests • Blog Posts • Friends and family
    10. 10. @HollyHLiu Important because… • Product-market fit • Interact directly with customers
    11. 11. @HollyHLiu Nail It. Then Scale It.
    12. 12. @HollyHLiu
    13. 13. @HollyHLiu 5-7% weekly http://www.paulgraham.com/growth.html#f6n
    14. 14. @HollyHLiu Scalable Growth Methods paid acquisition sales SEO virality pipeline + team BUYBUILD PARTNER
    15. 15. @HollyHLiu Why? • Feedback Loops • Easily repeatable – create a playbook • Do once and get massive audience
    16. 16. @HollyHLiu Scalable Growth Methods paid acquisition sales BUY SEO virality BUILD pipeline + team PARTNER
    17. 17. @HollyHLiu Build
    18. 18. @HollyHLiu Focus Areas • Acquisition • Retention • Engagement • Monetization
    19. 19. @HollyHLiu Business Model • Advertising Business Model = Large audience INSTALLS conver sions invites clicks
    20. 20. @HollyHLiu Build
    21. 21. @HollyHLiu Framework • Business Model: Advertising • Focus: Acquisition • Metrics:
    22. 22. @HollyHLiu Metrics • Click-thru’s (link tracking) • Installs • Invites Sent • Conversions • DAU’s (Daily Active Users)
    23. 23. @HollyHLiu Scalable Growth Methods SEO virality BUILD
    24. 24. @HollyHLiu BUY
    25. 25. @HollyHLiu 3 Things • Market Opportunity • Team Capabilities • Passion Points
    26. 26. @HollyHLiu Free-to-play Freemium Microtransaction Business Model
    27. 27. @HollyHLiu
    28. 28. @HollyHLiu Framework • Business Model: Free to Play (freemium) • Focus: Retention and Monetization • Metrics:
    29. 29. @HollyHLiu Metrics • D1 Retention • D7 Retention • ARPU • ARPPU • LTV
    30. 30. @HollyHLiu LTV (Average Order Value) * (Number of Repeat Sales) * (Average Retention Time) $10 * 12 months * 3 years = $360
    31. 31. @HollyHLiu LTV - Starbucks (Simple LTV) * (Custom LTV) * (Traditional LTV) Simple LTV = 52(a) * t Custom LTV = t(52 * s * c * p) Traditional LTV =m(r ÷ (1+i-r)) http://blog.kissmetrics.com/how-to-calculate-lifetime-value/?wide=1
    32. 32. @HollyHLiu Success Cost of Customer Acquisition < Customer Lifetime Value
    33. 33. @HollyHLiu Scalable Growth Methods paid acquisition sales BUY
    34. 34. @HollyHLiu PARTNER
    35. 35. @HollyHLiu content platform
    36. 36. @HollyHLiu Game Plan • Partner – Content – Platform – Applications
    37. 37. @HollyHLiu Content
    38. 38. @HollyHLiu Platform
    39. 39. @HollyHLiu Applications
    40. 40. @HollyHLiu Metrics • Organic Traffic • Tagging • Revenue associated with organics
    41. 41. @HollyHLiu Scalable Growth Methods paid acquisition sales SEO virality pipeline + team BUYBUILD PARTNER
    42. 42. @HollyHLiu

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