Startup Metrics for Mobile Pirates #MOAARRR by Edith Yeung
Startup Metrics for Mobile Pirates #MOAARRR
Presented by 500 Mobile Collective – Edith Yeung!
Edith Yeung is a Partner at 500 Startups’ Mobile
Collective, focusing on investing in mobile apps and
consumer internet startups.
Before 500, Edith was the VP of marketing & business
development for Dolphin Browser. Dolphin Browser is a
Sequoia-backed mobile browser with over 150 million
installs worldwide. She also founded RightVentures -
seed stage investment firm focusing on mobile and
consumer internet companies. Prior, she led many
operation roles at Oracle, Siebel, AT&T, Symantec,
Telstra, Cisco, Autodesk, etc.
FOUNDED! TOTAL COMMITTED CAPITAL¹!
“500 Startups is the most active seed investor in
Silicon Valley tech companies”!
– The Silicon Valley Tech Venture Capital Almanac, Fall 2013!
The various geographies highlighted in the map result from investments we have made across all 500 Startups funds and are not held in Fund IV speciﬁcally. 1. The Silicon Valley Tech Venture Capital Almanac,
Fall 2013 and TechCrunch Article May 5, 2015, “500 Startups Aims To Be The Largest VC Shop In The World” http://techcrunch.com/2015/05/05 /500-startups-aims-to-be-the-largest-vc-shop-in-the-world/
2. Approximated as of 9/1/2015 and includes the following 500 Startups funds: (a) 500 Startups, L.P. and 500 Startups-A, L.P. (together, “Fund I”), (b) 500 Startups II, L.P. and 500 Startups II-A, L.P. (together,
“Fund II”), (c) 500 Startups III, L.P. and 500 Startups III-A, L.P. (together, “Fund III”), (d) 500 Startups IV, L.P. and 500 Startups IV-A, L.P. (together, “Fund IV”), (e) 500 Startups Annex Fund
, L.P. (“Annex”), (f) 500 Luchadores, L.P. (“Luchadores”), (g) 500 Durians, L.P. (“Durians”), (h) 500 Mobile Collective, L.P. (“Mobile Collective”, (i) 500 Kimchi, L.P. (“Kimchi”), (j) 500 TukTuks, L.P. (“Tuk
Tuks”), (k) 500 Startups Japan, L.P. ("Japan") and (l) 500 Startups Istanbul, L.P. ("Istanbul")."
@edithyeung!Companies are a select sampling of investments across 500 Startups funds and will not be held in Fund IV. While Fund IV has not invested in the rounds of ﬁnancing shown on this slide, at least one 500
Startups fund has invested in one or more rounds of ﬁnancing for each of these companies. The valuations listed herein are estimated as at 9/1/2015 based on 500 Startups Valuation Policy as set out in the
Appendix to this presentation. These numbers provide a snapshot of estimated valuation as at a particular time and may change. Further detail with regard to ﬁnancing of companies listed on this slide can be
found on Crunchbase.
500 Unicorns and Centaurs and many ponies!
AARRR for Mobile. MO-AARRR!!/!
• Acquisition – What is your install base? How do you acquire users?!
• Activation – What is your onboarding process? Happy UI & UX?!
• Retention – What is your MAU & DAU? Push, email & community strategies?!
• Referral – What is your referral process?!
• Revenue – How do (or will) you make money? What is your ARPU?!
• App Store SEO!
• Mobile Web SEO!
• PR (Blog, media, forum)!
• OEMs / Carriers Preload!
• Social (Paid or Non-Paid)!
• Mobile Ad Network (Incentivized or non-incentivized)!
• Desktop (iOver the Air for Android)!
• App Referral!
• Retail side-load!
• Sign up process!
• Welcome email!
• Push permission!
• Social permission!
• 1st Call to Action!
• Engagement push!
• Review request!
• Seasonal Campaigns!
• Social !
• Default setting!
• Incentivized or non-
• Word of Mouth!
• In-App Purchase!
• App Referral!
• Backend data !
Acquisition – App Store SEO !/!
Acquisition – Mobile Web SEO!/!
Acquisition – PR / Blog / YouTube!/!