© Lakestar 2011   2
© Lakestar 2011   3
© Lakestar 2011   4
portadaNOAHNovember 9th 2011
#1 Place to Discover &Enjoy Software WorldwideSource: Google Ad Planner, September 2011
Biggest Online Catalogue of         107 Million         Independent Software         Unique Visits per MonthReviews       ...
Multiplatform Support & Version:Win, Mac, Web Apps, iPhone & Android
In global Internet audience…#1 Technology Website#2 European Company#45 Website Ranked WorldwideSource: Google Ad Planner,...
International expansion Spanish     German   English   French    Italian   Chinese   Dutch                                ...
Audience growth    •    More Than 80% Download Growth Since Sep 2009                                                      ...
OUR INTERNATIONAL TEAMInternational Team  • 260 employees  • 32 nationalities  • Average age: 31   39%                    ...
Softonic Offices  Barcelona  Madrid  Shanghai  Tokyo  San Francisco
Language Revenue Distribution EUR          • 115% Revenue Growth Since 2009          454.98550,000,000             454.985...
5 Lessons LearnedFrom Going Global
1. Focus on International Expansion
2. Use AlternativeMarketing Strategies  NUMBER OF RESULTS                                     SEO STRATEGY:               ...
3. Global Management Team                   Barcelona   San Francisco               Tokyo
4. Barcelona Attracts& Concentrates Talent
Staff Location 5%  Rest of the World                          95%                      Barcelona
5. Quality Localized Content
Always Remember…
People Matter
© Lakestar 2011   25
8 - Softonic Presentation Noah Conference 2011
8 - Softonic Presentation Noah Conference 2011
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8 - Softonic Presentation Noah Conference 2011

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  • Mention: 1.5 billion downloads/year
  • Changeto: Revenue per site?% crecimiento de 2009 125% -miaJoaquín nos pasará números.Hay que enseñar gráficamente el % que ha tenido cada site, pero basta con poner el número en el site ES (para mostrar que disminuye)un color para cada idioma ES, EN, DE, FR, IT y Resto
  • 1 Choose markets wisely but release English version asapCreate a scoreboard to evaluate each marketOnline advertising market (depends on business model)Competitive environmentSEO potential/Market volumeInternet penetration growth potentialWe should have released English version earlier: competitors were strong but market is huge.
  • 2 Use alternative marketing strategies: “Long tail SEO strategy”Local leaders were strong with popular keywords, we became strong with long tail keywords
  • 3 Global Management teamUS & Japan leaders are part of Management team to get feedback from all around the worldUSA & Japan feel more connected to Global Headquarters
  • 4 Barcelona has been key to attract & concentrate talent8 out of the 10 languages are managed from Barcelona.Barcelona city has been rated as the best city in Europe in terms of quality of life for employeesThanks to employee concentration, our culture has been easier to transmit
  • Somos93,5% en Barcelona pero pusimos 95/5, más fácil de acordarse.CN 5JP 5SF 6Mad 1
  • 5 Quality content. Do not translate but localize.We did not use translation agencies to support additional languagesWe do not translate software reviewsAll content & interface texts are created from scratch by native full-time Editors
  • Mostimportant:But the most important lesson learnt is that “People matter” for long-term success. Best Place To Work 3 years in a row in SpainTop 25 Best Place to Work in Europe last 2 years
  • 8 - Softonic Presentation Noah Conference 2011

    1. 1. © Lakestar 2011 2
    2. 2. © Lakestar 2011 3
    3. 3. © Lakestar 2011 4
    4. 4. portadaNOAHNovember 9th 2011
    5. 5. #1 Place to Discover &Enjoy Software WorldwideSource: Google Ad Planner, September 2011
    6. 6. Biggest Online Catalogue of 107 Million Independent Software Unique Visits per MonthReviews 150K Reviews 10K ArticlesSource:OJD/Nielsen, September 2011 2K Videos …in 10 different languages
    7. 7. Multiplatform Support & Version:Win, Mac, Web Apps, iPhone & Android
    8. 8. In global Internet audience…#1 Technology Website#2 European Company#45 Website Ranked WorldwideSource: Google Ad Planner, September 2011
    9. 9. International expansion Spanish German English French Italian Chinese Dutch Portuguese Polish Japanese 1997 2004 05 07 08 09 10
    10. 10. Audience growth • More Than 80% Download Growth Since Sep 2009 113.000.000 Downloads Unique Users 107.000.000 Sep 2005 Sep 2006 Sep 2007 Sep 2008 Sep 2009 Sep 2010 Sep 2011Source Unique Users:OJD/Nielsen, September 2011. Downloads: internal source.
    11. 11. OUR INTERNATIONAL TEAMInternational Team • 260 employees • 32 nationalities • Average age: 31 39% 61% Rest of the world Spanish
    12. 12. Softonic Offices Barcelona Madrid Shanghai Tokyo San Francisco
    13. 13. Language Revenue Distribution EUR • 115% Revenue Growth Since 2009 454.98550,000,000 454.985 Rest45,000,000 4.331.46440,000,000 IT35,000,00030,000,000 FR25,000,000 DE20,000,000 English15,000,000 EN10,000,000 88% Spanish 36% 5,000,000 ES share share 0 2006 2007 2008 2009 2010 2011
    14. 14. 5 Lessons LearnedFrom Going Global
    15. 15. 1. Focus on International Expansion
    16. 16. 2. Use AlternativeMarketing Strategies NUMBER OF RESULTS SEO STRATEGY: ATTACKING LONG TAIL KEYWORDS MORE GENERIC MORE SPECIFIC
    17. 17. 3. Global Management Team Barcelona San Francisco Tokyo
    18. 18. 4. Barcelona Attracts& Concentrates Talent
    19. 19. Staff Location 5% Rest of the World 95% Barcelona
    20. 20. 5. Quality Localized Content
    21. 21. Always Remember…
    22. 22. People Matter
    23. 23. © Lakestar 2011 25

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