Validation & Metrics - Simon Newstead

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Frenzoo/Me Girl 創辦人 Simon Newstead 講述 Validation 和 Metrics 的概念。@StartLab.HK 香港創業實驗室 Bootcamp 啟蒙訓練營 Day1 第一日

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Validation & Metrics - Simon Newstead

  1. 1. METRICS & VALIDATIONsimon@frenzoo.com
  2. 2. *
  3. 3. *Startups I’m involved in *3d lifestylegames3d printingplatformSocial NetworkappPowertools
  4. 4. *Hi I’m Simon●Think of ideas●Validate them●Execute them●Test them (metrics)●Launch●Iterate*MY JOB
  5. 5. *Marc Andreesen (founder of Netscape, Opsware, VC) *“The only thing that matters is product-market fit”MARKET >> Product / TeamMetrics and validation will tell you if there is a market
  6. 6. Quiz *How many apps arethere in theappstore?
  7. 7. Are you ONE in a MILLION? *
  8. 8. *ROUTES TO SUCCESS IN THE APPSTORE IN 2013 *CHOICES●Get lucky●Have the budget to push a mass market service●Target and serve a niche well
  9. 9. *Test your idea *Validation
  10. 10. *BEFORE YOU START DEVELOPMENT *VALIDATE THE CONCEPT●Polls●Ad networks●Forums●Avoid your friends
  11. 11. *Going Deeper *POLLING OPTIONS●Ask Your Target Market●Google Consumer Surveys●PickFu●Amazon Mechanical Turk●Hack Ad Networks
  12. 12. *An example *TEST A NEW APP CONCEPT
  13. 13. *BEFORE YOU START DEVELOPMENT *TEST THE CONCEPT●Mockup test
  14. 14. **
  15. 15. Metrics
  16. 16. *The ONLY equation that matters *LTV > CAC
  17. 17. *The ONLY equation that matters *LT x ARPDAU > Direct CPA x Viral
  18. 18. *The ONLY equation that matters *LT x Conversion rate * ARPPDAU >Direct CPA x Viral
  19. 19. *MOST IMPORTANT METRICS (1) *●By Cohort●Date●Version●A/B Test●Traffic Source●Platform / Device
  20. 20. *MOST IMPORTANT METRICS (2) *●Retention●1 day●7 day●30 day●Session length●Sessions / day●DAU / WAU / MAU
  21. 21. *MOST IMPORTANT METRICS (3) *●Monetization●LTV●% convert●ARPPU
  22. 22. *MOST IMPORTANT METRICS (4) *●Classification / Segmentation●Whales (IAP)●Mid payers (IAP)●Low payers (IAP)●Free offerwall users (rewarded)●Free social●Free
  23. 23. *MOST IMPORTANT METRICS (5) *●Channel●CPI●CPPU●Channel capacity
  24. 24. *APPSTORE MARKETING●Organic●Word of mouth●SEO●Chart position●Viral channels●Press●Paid●Rewarded●Non rewarded●Featuring networks●Cross promo*
  25. 25. MonetizationCreate and launch a hit mobile game
  26. 26. *MONETIZATION PRINCIPLES●In freemium, a very small percent of people pay (under 5%)●Of these, a smaller % contribute a disproportionate amount of revenue●They are usually happy to spend more, not less●Do:●Segment●Uncap user spending potential●Provide ways to spend a LOT in a short amount of time*
  27. 27. *GAMES VS APPS●Apps: linear consumption*●Games: can be exponential consumption$spend“what youget”$spend“what youget”
  28. 28. *MONETIZATION DRIVERS●Sales●Limited editions●Endogenous value●Seasonal●Insurance●Aesthetics●Speed up time●Mating●Revenge●Tend and befriend etc*
  29. 29. Question *How would youuncap spending ina dating app?
  30. 30. **Need advice or help on your startup?simon@frenzoo.comWhatsApp/LINE/MessageMe/Viber/WeChat/FB/Kakao/SMS 62771812
  31. 31. Q&A*Now hiring!InternsProgrammers

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