Director of R&D Nearsoft Inc
Applying the Tipping Point thesis to growing a
Adobe Mobile Barcelona 2015
Mobile and Web companies
5+ years in Business Development & 10+ Online Marketing;
3+ user acquisition for mobile apps.
Director of R&D - Nearsoft Inc - 2015
Founder - Interesante.com - 2012-2014
Country Manager - Smartup - 2012
Director LATAM - AppCircus - 2011
Advisor - Startups & Agencies.Studies
Theory - The Tipping Point.
The moment where critical mass is achieved, when
ideas/products grow virally.
The elements are:
They have direct access to reach your client/user
-They will be the ones delivering the message.
-They need to have a physical network of people (+100).
-A strong digital presence (+1k followers/friends).
-They are multi-disciplinary in their connections.
They are always on top of trends and feed their network
-Feed off on helping and alleviating a problem of their
-Your app/game/web needs to solve a real problem.
-Ease of adoption of your product is KEY to unlocking
They persuade with their charm and negotiating
ability both on and offline.
- These people can convince with their actions then
- They have an audience waiting to consume their
- In conjunction with muses they can start a word of
- From 0 to 100+ users.
•Gather highly connected users (1k followers or
•You need to motivate them so they can talk
about your product organically.
•It is important that these users understand the
core functionality and use it for promote the
- From 500 to 1000+ users.
•Polish your product until you get to a Beta
•Target a specific event so you can launch the
•Have a “surprise feature” under your sleeve so
your users can have something to share ;)
Outside de Box
You have a chance to re-invent how commerce
is done. Take it!
- There is always room to innovate in the way users live
& share their information.
- For Developing countries it will be essential to target
middle and lower level cell phones, as your core
- WeChat is a great example, messaging + commerce.
Remember going to a marketplace?
Integrate change agents.
You have to allow for your users to have an
impact in their network.
- This will allow for easy self promotion of your app and
incentive the creation of evangelists.
- You have to provide social proof in a the users context.
- Your service needs to solve a problem, that way you
establish a pattern to evolve and cover other needs
(possibly in other verticals).
Perception and behavior.
The users has to visualize the benefit of using
- Data + Emotion = relevance.
- With each interaction you have to understand how the
- It is key that you know how the users perceive the
usefulness, that way you know how to create stories for
word of mouth marketing.
Feedback life cycle.
You have to learn in a short and quick way.
- The main goal is to have a small impact to better the
user experience in their daily activities.
- Ideally you want to make an impact in 10% of your user
- Remember to start with one individual and move
forward until you find momentum.
You have to make data external so you provide
transparency to your community.
- Find those KPI’s that pin point a breakthrough for the
community and individual user.
- Focus in connecting with the emotions of the user.
- Evidence can come in many ways: data analytics,
badges, likes, followers, klout's, peerindex, etc.
• It let’s you know which friends you have in common
• It’s social proof that “everyone” is there.
•Delivers the message organically to grow the
interactions between the users. Triggers word of
- Partners and store owners.
• Analytics of user behavior.
• Crowd source recommendations.
There are 3 main points that are essential so that
your app is relevant to the user.
All points of contact should be focused on
showing results to the user.
- All interactions need to sprout a feeling in the user. The
strongest ones are “joy” and “surprise”.
- Entertainment is still missing in most apps.
- Comfort is an apps strongest viral trigger.
People want a story that resonates in their daily
Idea: Create a visual map of your environment.
The founders of Mapillary have contributed to the
community for a long time.
- Connector: OSM communities (mailing lists)
- Muse: OSM leaders.
- Salesmen: Geocachers, Geomappers, Cartographers,
Photogrammetrists and mapping geeks.
Note: The founders have a personal relationship with
• Aggregating the data to OpenStreetMap.
• Helping private companies track there civil
• A tool that lets people show to the world their
• Mapping cycling routes in Brazil & Mexico.
• Word of Mouth.
Geocachers love to see their work on a map and
contribute to the platform:
Result: 100,000+ photos every week.
Aligned with a feeling
They did not reinvent the wheel, there where a
lot Startups in the mapping industry, but none
aligned to the computer vision field.
Mapillary detects faces and automatically blurs
them. Also it can detect traffic signals.
Timing + Opportunity + Execution= Success
There is still room to grow in any market, you just
need to understand:
• Why people create
• What they curate
• Where they consume
• How they share
Tip: The battle field of the future is done through