Make mistakes and innovate!
Sebastien de Halleux – Playfish Co-Founder - VP of BD, EA interactive
                        ...
Belgian
Civil Engineer
Tech Entrepreneur
Glu Mobile: nasdaq IPO ($337m)
Playfish: sold to EA ($400m)



facebook.com/sdeha...
Entrepreneurship journey
Startup launch sequence

Illustrated Playfish examples
2.5 years post launch




http://www.youtube.com/watch?v=uZZj8pyHnXY
                     4
Why launching matters

World in crisis                                    Create
  needs                                  ...
startup launch sequence




           6
6   Start with people: team and attitude




Sami, our ninja CTO




      Meet: Betagroup 
      Connect: online interes...
5   Define your passion, choose a problem




     Act: team + pen & paper + lots of <your favourite drink>
     Outcome: ...
People spend $50bn on video games today

              Why?
Games generate emotions




Joy         Fear        Wonder

   Achievement      Frustration
            Greed
Suspense    ...
But what about social emotions?




                  Love
Friendship

                                     Pride

       ...
Movies make people cry – Could games?




                  12
What about people who matter to you?




                 13
Change how the world plays games
               14
4   Brainstorm transformative solutions
aim to change the world, not just your town or your country




      Act: team + ...
You + your friends = strong emotions




                 16
Your friends are now accessible




               17
Games as social experiences
                    with friends and family




  Cooperation                                 ...
3   Filter your solutions down to
             ONE BIG IDEA
    Are you solving the problem you initially selected?

     ...
Fun games for friends




          20
Using social design




         21
to reach 1 billion users
access
barriers                     Lower cost
           PS3
                                Mor...
monetizing via micro-transactions




                23
Scale is the new challenge



                game                game            social
                client           ...
25
the cloud
Blue Ocean check: Playfish
Create                               Eliminate
a new utility                        distributio...
“No battle plan ever survives contact
                 with the ennemy” – von Moltke



         2     Build don’t plan
Fo...
Self-expression



Collaboration
                    Competition
redder = smarter*




                                         1

                                         31
* Source: 50...
1   Make mistakes, and iterate
Measure                   Nurture                     Evolve




    Think: what will your ...
Product success = create hits
+$$




                                          time



-$$
           Success = F (P, Q)
...
Service success = nurture hits
+$$




                                                          time



-$$         Succe...
Monthly active users (millions)
50



40



30                                                                            ...
55m
                                       20 months   50m

     Monthly active users (millions)
50



40



30



20



1...
0   When traction, think BIG, think FAST

    Ensure cash is not a limiting factor
    Go global early – new growth model
...
Playfish story



Oct 2007                        2008                                      Nov 2009
Playfish starts in UK...
The global startup
                               Tromsø




                      London

San Francisco                  ...
Getting ready to launch
6   Start with a team and an attitude

5   Define your passion, chose your problem

4   Brainstorm...
Thank you!
Make mistakes and innovate: How entrepreneurs can change the world
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Make mistakes and innovate: How entrepreneurs can change the world

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The world needs more entrepreneurs! This presentation aims to encourage, inspire and assist young entrepreneurs in transforming their passions into businesses and changing the world in the process. It includes 6 tips to launch your own startup, illustrated by lessons learned from launching Playfish and other ventures. These slides accompanied a talk given at the Founder Institute and later at the Betagroup.

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Make mistakes and innovate: How entrepreneurs can change the world

  1. 1. Make mistakes and innovate! Sebastien de Halleux – Playfish Co-Founder - VP of BD, EA interactive 1
  2. 2. Belgian Civil Engineer Tech Entrepreneur Glu Mobile: nasdaq IPO ($337m) Playfish: sold to EA ($400m) facebook.com/sdehalleux 2
  3. 3. Entrepreneurship journey Startup launch sequence Illustrated Playfish examples
  4. 4. 2.5 years post launch http://www.youtube.com/watch?v=uZZj8pyHnXY 4
  5. 5. Why launching matters World in crisis Create needs value innovation and jobs Make meaning Getting and live longer started is toughest Watch: www.bluezones.com Read: “The Art of the Start” – G Kawasaki 5
  6. 6. startup launch sequence 6
  7. 7. 6 Start with people: team and attitude Sami, our ninja CTO Meet: Betagroup  Connect: online interest groups (Ruby, Flash, J2EE, deviantArt) 7
  8. 8. 5 Define your passion, choose a problem Act: team + pen & paper + lots of <your favourite drink> Outcome: state your selected problem as a vision
  9. 9. People spend $50bn on video games today Why?
  10. 10. Games generate emotions Joy Fear Wonder Achievement Frustration Greed Suspense Horror
  11. 11. But what about social emotions? Love Friendship Pride Envy Anger
  12. 12. Movies make people cry – Could games? 12
  13. 13. What about people who matter to you? 13
  14. 14. Change how the world plays games 14
  15. 15. 4 Brainstorm transformative solutions aim to change the world, not just your town or your country Act: team + pen & paper + lots of <your favourite drink> Outcome: a series of potential solutions 15
  16. 16. You + your friends = strong emotions 16
  17. 17. Your friends are now accessible 17
  18. 18. Games as social experiences with friends and family Cooperation Communication Friendship Competition Expression 18 Photo credit: jay1441
  19. 19. 3 Filter your solutions down to ONE BIG IDEA Are you solving the problem you initially selected? Does anyone care (enough to use or to pay) ? Can it be built (by you or by someone else)? Would it scale (success x 1 billion) ? Why now? Any tectonic shifts? Outcome: one liner description of your idea 19
  20. 20. Fun games for friends 20
  21. 21. Using social design 21
  22. 22. to reach 1 billion users access barriers Lower cost PS3 More social Xbox More immediate 360 More real Wii iPhone / mobile Free-to-play / online / social 0 10m 50m 100m 500m 1Bn audience
  23. 23. monetizing via micro-transactions 23
  24. 24. Scale is the new challenge game game social client server graph canvas Fast Secure Rest page CDN protocol API
  25. 25. 25
  26. 26. the cloud
  27. 27. Blue Ocean check: Playfish Create Eliminate a new utility distribution costs Fun from playing with friends Design for viral distribution Reduce Raise development costs monetization ceiling Release early, run as service Micro-transactions & advertising 27
  28. 28. “No battle plan ever survives contact with the ennemy” – von Moltke 2 Build don’t plan Forecasts are usually (dramatically) wrong Keep your plan short Prototyping is key to test your ideas Timebox your development Help others visualise your solution Planning: www.sequoiacap.com/ideas Building: must be able to hand prototype over to a test user 28
  29. 29. Self-expression Collaboration Competition
  30. 30. redder = smarter* 1 31 * Source: 500,000 datapoints from Playfish’s hit social game ‘Who Has The Biggest Brain?’ The game is available at http://apps.facebook.com/biggestbrain
  31. 31. 1 Make mistakes, and iterate Measure Nurture Evolve Think: what will your feedback loop consist of? Build: an offering capable of adapting quickly to feedback
  32. 32. Product success = create hits +$$ time -$$ Success = F (P, Q) price quantity
  33. 33. Service success = nurture hits +$$ time -$$ Success = F(α, β, γ) virality, engagement, monetization
  34. 34. Monthly active users (millions) 50 40 30 12 months 20m 20 10 0 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08
  35. 35. 55m 20 months 50m Monthly active users (millions) 50 40 30 20 10 0 36
  36. 36. 0 When traction, think BIG, think FAST Ensure cash is not a limiting factor Go global early – new growth model Hire the very best people you can afford Create constant feedback loops Change the world 37
  37. 37. Playfish story Oct 2007 2008 Nov 2009 Playfish starts in UK Opened offices Acquired by EA $3m seed in US, China, Arctic for $400m 4 founders Raised $18m Created great games Dec 2007 Oct 2009 2010 Who Has the Biggest Brain? 12 live games FIFA & MADDEN 1st game released 200 million games distributed First billion $ franchises Sent to 100 friends 60 million monthly active users on Facebook High growth, high margin
  38. 38. The global startup Tromsø London San Francisco Beijing 39
  39. 39. Getting ready to launch 6 Start with a team and an attitude 5 Define your passion, chose your problem 4 Brainstorm transformative solutions 3 Filter your solutions down to ONE BIG IDEA 2 Build don’t plan 1 Make mistakes and iterate 0 When traction, think BIG, think FAST
  40. 40. Thank you!
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