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100M Organic Downloads: Lessons Learned - Max Varnalii, Readdle

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As presented in the Israel Mobile Summit 2019
http://www.israelmobilesummit.com

Published in: Technology
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100M Organic Downloads: Lessons Learned - Max Varnalii, Readdle

  1. 1. How we got 100 million organic downloads: lessons learned
  2. 2. MILLION
  3. 3. PDF Expert Scanner Pro Calendars 5 Documents Printer Pro PDF ConverterSpark Fluix
  4. 4. 7 lessons learned
  5. 5. 1. Build business, not apps
  6. 6. 1. Make an app 2. ??? 3. Profit!
  7. 7. 🤔 Problem-Solution fit 💰 Product-Channel fit
  8. 8. Addressable market Perceived value
  9. 9. Addressable market Perceived value
  10. 10. Addressable market Perceived value
  11. 11. 2. Use App Launch Framework
  12. 12. ‣ Product Story + Positioning ‣ In-app What’s new (if it’s an update) ‣ Press ‣ Video ‣ Social Media ‣ Email Campaign ‣ Partnerships / Cross Promotion ‣ Request for featuring to Apple / Google
  13. 13. What How Why
  14. 14. 3. Get free users with timed press
  15. 15. Spark
  16. 16. Mailbox → Spark
  17. 17. +100K
  18. 18. +75K in one day
  19. 19. • 🕵️♂️ Pick relevant sites ✍️ Find journalists who write about it 👩🏻‍💻 Look for contacts (Twitter/Email) 🤝 Start building relations ⏰ Find a good reason to reach out 📨 Send pitch Tips
  20. 20. 4. Be first to adopt ecosystem’s new tech
  21. 21. Stay innovative Align development with Apple / Google Think about value for platform Tips
  22. 22. • Try highly targeted Facebook Ads (SF and Cupertino) Send your pitch to app_store_promotion@apple.com Attend WWDC and meet people from Apple More tips
  23. 23. Making an iPad app when there’s no iPad yet
  24. 24. 5. Maximize revenue on existing users
  25. 25. PDF Expert
  26. 26. Pro in-app purchase for $10
  27. 27. 6. Build for paying customers
  28. 28. “Add this and I’ll pay”
  29. 29. ABCDx segmentation 🚀
  30. 30. A - most loyal, pay frequently, no complaints B - have some complaints, still pay C - complain a lot, pay very rarely D - terrify your customer support, never pay X - will pay a lot, require customization
  31. 31. ❌ Build for C and D ✅ Build only for A and B
  32. 32. framework7. Growth
  33. 33. • Clear hypothesis Number of traffic needed Analytics events Expected results Date of start and end Person in charge Result Key learnings Next steps
  34. 34. Become a learning team 📈
  35. 35. Thank you
  36. 36. Max Varnalii 🤷‍♂️ mvarnalii@readdle.com maksymvarnalii

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