Startup consultation for Langevo (web & mobile game for learning languages)
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Startup consultation for Langevo (web & mobile game for learning languages)

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Helping small game / education startup to plan the next steps in developing their product. Langevo founder asked me to help them with marketing and metrics, but I wanted them to see the bigger......

Helping small game / education startup to plan the next steps in developing their product. Langevo founder asked me to help them with marketing and metrics, but I wanted them to see the bigger picture of what they do.

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  • 1. Langevo startup consultation Roman Sterly, 2014-04-14
  • 2. Roman Sterly • CEO / Founder – SportCentral – http://www.sportcentral.com • Blogger /mentor / founder – StartupHelp – http://www.startuphelp.cz • Previously – Socialbakers (one of the best social media analytics company) – IT / marketing companies – Several startup / business awards
  • 3. Langevo • „Farmville meets vocabulary learning“ • Startup based in the Czech Republic, 8 people in the team • Web & mobile game similar to populare Farmville game that helps you learn foreign language (vocabulary)
  • 4. Why we do this • A lot of ideas X team doesn´t know what to do, how to prioritaze • Team don´t know how users use their product X what does not work • High investments + time X poor results
  • 5. Startup process 1. Customer discovery - Problem / solution fit 2. Customer validation - Product / market fit 3. Customer creation - Drive demand 4. Company building - Scale company
  • 6. Startup process 1. Customer discovery - Problem / solution fit 2. Customer validation - Product / market fit – Find repeatable and scalable sales model 3. Customer creation - Drive demand 4. Company building - Scale company
  • 7. Startup process 1. Make a good product 2. Market the product 3. Make money
  • 8. Startup process & metrics 1. Make a good product – activation + retention 2. Market the product – acquisition + referral 3. Make money – revenue
  • 9. Startup process & metrics Acquisition Activation Retention Revenue Referral
  • 10. Langevo & startup process & metrics • Get to Product / Market fit • Find repeatable and scalable sales model • Focus on activation + retention (+ acquisition channels of the right users) Customer discovery Customer validation Customer creation Company building Langevo
  • 11. What is the problem?
  • 12. Who is the customer?
  • 13. Is it the solution right? • Vocabulary learning methods – OK • Game as a motivator – OK • Langevo game theme – ?
  • 14. Is it the right game theme? Why isn´t it like PixWords (1M downloads) Why isn´t it like Word Search (100M downloads)
  • 15. Learn Japanese Vocabulary trainer
  • 16. How much game X language learning? Game Language learning Where you are / want to be?
  • 17. How much game X language learning? Game Language learning Langevo DuolingoFarmVille School
  • 18. Discover if the solution is right • What % of people want to learn languages + play a game • How much effort they want to spend on game X on learning • Is the FarmVille concept compelling? • Are there other concepts that would work better? What can you apply from them? • What are the key (future) features? • What would customers happily pay for? -> Survey language school students
  • 19. If the solution is right, is the product right?
  • 20. Discover what works and what does not in the current product Find out how people use Langevo now • User testing • Survey existing users • Customer analytics (e.g. KISSmetrics, Mixpanel)
  • 21. User Acquisition Your goal • High volume • Low cost • High conversion -> Find the best channels through metrics -> Measure CAC for every channel -> Don´t need to drive much traffic to the product yet
  • 22. User Acquisition – channels for Langevo Game • Gaming sites – game reviews • Youtube channels – game reviews • Additional platforms (Android, iOS, …) • Social networks (Twitter for hardcore gamers + journalists) • Press releases • Blogs (guest posts, give them content to write about) • Own blog (news about features) • Referral
  • 23. User Acquisition – channels for Langevo Language learning • Partners (e.g. language schools, elementary / high schools, books, language organizations, …) -> how to get them participate? – Paid version for their customers for free • Language content for search engines – Landing pages for every language combination – SEO • Own blog (how-tos, tips, guest posts) – Newsletter signup – SEO • Other blogs (guest posts, give them content) • Social networks (Facebook) • Referral
  • 24. User Acquisition – channels for Langevo • Stop / cut the crap – Contests? – Czech market / content? – Paid advertising? • Test – Quora-like sites – Language forums – Slideshare – Viral tools (test your X) – -> Good for SEO too • How much would 1M registered users cost?
  • 25. User Activation Your goal • Sign up • Start using a be happy about it -> What acquisition channels work best? -> Get rid of everything that doesn´t lead directly to a signup – optimize for conversion
  • 26. User Activation – Sign up • Homepage efficiency – Benefits instead of features – Social proof – Design sells – Intro video (make it great!) • Onboarding / checklist / NUX • Lead them to sign up from other landing pages • Bonus if they sign up NOW • Language during sign up / onboarding
  • 27. User Activation – Key activity • Game is complicated • Nice tutorial • Key activities – Learn new words (complicated): • 1) go to Buy –> 2) choose from plants / animals / magical -> 3) choose from tomatoes / herbs / … field paramaters -> 4) choose category -> 5) choose words -> 6) hit Buy -> 7) go to Learn -> 8) browse words – Pass the test • Too much text for a game • Too many things screaming for attention
  • 28. User Retention Your goal • Get users back to the app -> What is the right period - daily?
  • 29. User Retention • Game – Fun – Event emails – Lifecycle emails – Facebook notifications? – Time based features • Learning – Value • Blog – Newsletter
  • 30. Metrics • Acquisition – Visitors (10+ sec, 1+ clicks -> don´t leave immediately) – CAC per channel • Activation – Sign up funnel, tutorial funnel – Used key feature – learned 10 words, passed test • Retention – Come back at least 3x/week – MAU, DAU • Value – Value – how much they learn – Net Promoter Score Ratios Conversion rates improvements
  • 31. Metrics – macro funnel Visitors Signed up Used key feature Come back Invited friends Bought game items
  • 32. Metrics – micro funnel Visited homepage Sign up step 1 Sign up step 2 Sign up step 3 Invited friends Bought game items
  • 33. Metrics – funnel Find bottlenecks 100% 75% 8% 7% 5% 4%
  • 34. Product development • Build only what leads to your goals, don´t build nice-to-have features! – Ask this for every feature you want to build – Your goal is activation & retention, nothing else – If you can, test the idea before developing it • A/B test variations • When coming up with features ask What can we do to increase X? first – Come up with the right feature – Test the change!
  • 35. Plan • Solution survey • User testing • Product survey • Implement customer analytics • Measure key metrics, set up funnels • Start testing acquisition channels • Build features / optimize to increase activation • Build features / optimize to increase retention • Stop creating features you don´t need and marketing that doesn´t scale
  • 36. What to read • http://www.gamasutra.com/blogs/MichaelRose/20091212/ 3798/The_Idiots_Guide_to_Marketing_Your_Indie_Game.p hp • http://joostdevblog.blogspot.nl/2012/11/the-indie- marketing-plan.html • http://www.pixelprospector.com/the-big-list-of-indie- game-marketing/ • http://www.slideshare.net/dmc500hats/startup-metrics- for-pirates-kaust-nov-2013?qid=5c03a816-8580-42b3-ac8d- f6dab4bac612&v=qf1&b=&from_search=1 • http://tech.co/healthy-startups-net-promoter-score-2012- 01 • https://www.youtube.com/watch?v=AmKwF_Si734