Byrne Reese w/ Toy Talk @ MamaBear Conference, Mt. View 4/20

1. How the F#@$ Do I Get Distribution
in the Family Entertainment Space!?
Byrne Reese, MamaBear Conference, 2012
Tuesday, April 17, 12

2. is in the
Family Mobile Entertainment
space.
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

3. Our Canvases (canvii?)
Key Partners Key Activities Value Props. Customer Relationships Customer Segments
App Store
Some super awesome Get Satisfaction Parents of 4-12
feature that will make kids YouTube year olds.
love your product. Facebook
Twitter (mothers esp.)
Email
Some amazingly compelling
Key Resources capability that will make Channels/Distribution Children, ages
ng
parents want to pay you. App Store 5-9.
eri
Web Children, ages
ine
10-12.
Eng
Cost Structure Revenue Streams
App Store Sales - $0.99?
Subscriptions - $5/month?
Licensing - $100/seat?
Mixed/Split?
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

4. Our Canvases (canvii?)
Key Partners Key Activities Value Props. Customer Relationships Customer Segments
App Store
Some super awesome Get Satisfaction Parents of 4-12
feature that will make kids YouTube year olds.
love your product. Facebook
Twitter (mothers esp.)
Email
Some amazingly compelling
Key Resources capability that will make Channels/Distribution Children, ages
ng
parents want to pay you. App Store 5-9.
eri
Web Children, ages
ine
10-12.
Eng
Cost Structure Revenue Streams
App Store Sales - $0.99?
Subscriptions - $5/month?
Licensing - $100/seat?
Mixed/Split?
Copyright 2012, Toy Talk Inc. Private and Confidential

5. The Problem
Discovery via the Web doesn’t happen.
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

6. The Problem
Discovery via the Web doesn’t happen.
All B2C canvases for mobile apps are
thus dependent upon the App Store.
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

7. The Problem
Discovery via the Web doesn’t happen.
All B2C canvases for mobile apps are
thus dependent upon the App Store.
Discovery in the App Store is hard.
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

8. The Problem
Discovery via the Web doesn’t happen.
S:
E Smobile apps are
N Lfor I N
All B2C canvases R E
U
YO A
Uupon the App Store.
thus dependent O P 2 5
TH ET
Discovery in the App Store is hard.
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

9. How to get into the Top 25...
Tuesday, April 17, 12

10. Conventional Wisdom...
Downloads per day:
Free Paid
Top 50 25,000 2,500
Top 25 50,000 5,000
Top 10 80,000 10,000
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

11. Get Lucky
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

12. Cheat
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

13. Cheat
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

14. Buy Your Way In
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

15. The Solutions
1. Get Lucky
2. Cheat
3. Buy Your Way In
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

16. Doing the Math (generously)
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

17. Doing the Math (generously)
$0.20 CPC
$0.20
click
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

18. Doing the Math (generously)
$0.20 CPC
10% conversion rate
$0.20 100 clicks
x
click 10 downloads
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

19. Doing the Math (generously)
$0.20 CPC
10% conversion rate
only 25,000 downloads needed
$0.20 100 clicks 25,000 downloads
x x
click 10 downloads day
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

20. Doing the Math (generously)
$0.20 CPC
10% conversion rate
only 25,000 downloads needed
$0.20 100 clicks 25,000 downloads
x
click 10 downloads
x
day
= $50,000
per day
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

21. Ouch.
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

22. Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

23. We are all stuck playing this
game. Why?
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

24. We are all stuck playing this
game. Why?
rs
ye e
u r
b e
Th ae ll h
a re
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

25. Where else are the buyers?
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

26. Where else are the buyers?
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

27. We have researched two of the
largest places where parents
congregate...
some of
Here’s^ what we found...
Tuesday, April 17, 12

28. Child Age Distribution
by gender
Male Female
60
45
company A
30
15
0
<1 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15+
60
45
company B
30
15
0
<1 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15+
Age
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

29. Parents with at least one child
between the ages of 5 and 12
company A company B
33% 32%
67% 68%
Bingo Nope.
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

30. What motivates parents to
purchase an app?
100%
80%
68%
60%
60%
40%
20%
4% 4% 6%
1%
0%
Education Play with Physical Toys See Kids LOL
21% of respondents said they 23% of respondents said they
typically do not buy kids apps. typically do not buy kids apps.
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

31. Enough graphs.
Suffice it to say, we have a lot of them.
The point is...
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

32. There are channels outside
the App Store with
millions of potential customers
that spend BILLIONS.
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

33. And when we asked them,
“so how many digital products
have you helped promote?”
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

34. And when we asked them,
“so how many digital products
have you helped promote?”
They answered,
“I don’t know. Maybe two?”
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

35. 2?!
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

36. Easier said than done
• Activating a channel takes time.
• Both sides need find the value in the relationship.
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

37. Don’t change the rules.
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

38. Don’t change the rules.
Change the game.
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12

39. Thank you.
Copyright 2012, Toy Talk Inc. Private and Confidential
Tuesday, April 17, 12