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© Lakestar 2011   2
© Lakestar 2011   3
© Lakestar 2011   4
portada




NOAH
November 9th 2011
#1 Place to Discover &
Enjoy Software Worldwide




Source: Google Ad Planner, September 2011
Biggest Online Catalogue of
         107 Million
         Independent Software
         Unique Visits per MonthReviews


         150K Reviews

         10K Articles
Source:OJD/Nielsen, September 2011




         2K Videos

         …in 10 different languages
Multiplatform Support & Version:
Win, Mac, Web Apps, iPhone & Android
In global Internet audience…

#1 Technology Website

#2 European Company

#45 Website Ranked Worldwide
Source: Google Ad Planner, September 2011
International expansion



 Spanish     German   English   French    Italian   Chinese   Dutch




                                         Portuguese Polish    Japanese




 1997       2004 05             07 08 09 10
Audience growth
    •    More Than 80% Download Growth Since Sep 2009
                                                                                         113.000.000
                       Downloads

                       Unique Users


                                                                                         107.000.000




        Sep 2005       Sep 2006        Sep 2007        Sep 2008        Sep 2009   Sep 2010   Sep 2011




Source Unique Users:OJD/Nielsen, September 2011. Downloads: internal source.
OUR INTERNATIONAL TEAM
International Team
  • 260 employees
  • 32 nationalities
  • Average age: 31



   39%
                                       61%
   Rest of the world


                                       Spanish
Softonic Offices

  Barcelona
  Madrid
  Shanghai
  Tokyo
  San Francisco
Language Revenue Distribution
 EUR          • 115% Revenue Growth Since 2009
          454.985
50,000,000
             454.985                                                    Rest
45,000,000

         4.331.464
40,000,000
                                                                        IT
35,000,000

30,000,000                                                              FR
25,000,000
                                                                        DE
20,000,000
                                                       English
15,000,000
                                                                        EN
10,000,000

                88%                    Spanish                36%
 5,000,000                                                              ES
               share                                         share
         0

         2006          2007     2008         2009   2010         2011
5 Lessons Learned
From Going Global
1. Focus on International Expansion
2. Use Alternative
Marketing Strategies
  NUMBER OF RESULTS




                                     SEO STRATEGY:
                                     ATTACKING LONG TAIL KEYWORDS


                      MORE GENERIC                    MORE SPECIFIC
3. Global Management Team




                   Barcelona
   San Francisco               Tokyo
4. Barcelona Attracts
& Concentrates Talent
Staff Location



 5%
  Rest of the World




                          95%
                      Barcelona
5. Quality Localized Content
Always Remember…
People Matter
© Lakestar 2011   25

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8 - Softonic Presentation Noah Conference 2011

Editor's Notes

  1. Mention: 1.5 billion downloads/year
  2. Changeto: Revenue per site?% crecimiento de 2009 125% -miaJoaquín nos pasará números.Hay que enseñar gráficamente el % que ha tenido cada site, pero basta con poner el número en el site ES (para mostrar que disminuye)un color para cada idioma ES, EN, DE, FR, IT y Resto
  3. 1 Choose markets wisely but release English version asapCreate a scoreboard to evaluate each marketOnline advertising market (depends on business model)Competitive environmentSEO potential/Market volumeInternet penetration growth potentialWe should have released English version earlier: competitors were strong but market is huge.
  4. 2 Use alternative marketing strategies: “Long tail SEO strategy”Local leaders were strong with popular keywords, we became strong with long tail keywords
  5. 3 Global Management teamUS & Japan leaders are part of Management team to get feedback from all around the worldUSA & Japan feel more connected to Global Headquarters
  6. 4 Barcelona has been key to attract & concentrate talent8 out of the 10 languages are managed from Barcelona.Barcelona city has been rated as the best city in Europe in terms of quality of life for employeesThanks to employee concentration, our culture has been easier to transmit
  7. Somos93,5% en Barcelona pero pusimos 95/5, más fácil de acordarse.CN 5JP 5SF 6Mad 1
  8. 5 Quality content. Do not translate but localize.We did not use translation agencies to support additional languagesWe do not translate software reviewsAll content & interface texts are created from scratch by native full-time Editors
  9. Mostimportant:But the most important lesson learnt is that “People matter” for long-term success. Best Place To Work 3 years in a row in SpainTop 25 Best Place to Work in Europe last 2 years