To understand how I came up with the idea of "Strava" for basketball (Level Up - Basketball Training Platform), you need to dive deeper into my background and understand how I understand product strategy. Here's my first growth strategy deck (54 slides 🙈), which I created myself (I still do create all decks myself) at the beginning of 2019 when I was CEO of MAPS.ME - #1 Travel Maps In 2019 I planned to perform a management buyout deal ($20M M&A), get $10M cash-in investments, get my 10% shares in the new company, boost revenue up to $30M ARR by 2022 and sell the company to Booking.com for $500M 😁 I had no experience in fundraising at that time and expected that our strategic partner Booking.com would acquire us just because we were building that greater product 😁 I was wrong and learned about fundraising. Please, take a look at this product strategy deck. I spent over 1000 hours in 2016-2018 developing this vision in my head. And talked to over 500 travel business representatives at the biggest travel conference (WTM in London). The idea is pretty simple - social travel maps with millions of digital travel guides created by the community and some premium features available in a freemium subscription. 3 years have passed, but the idea still seems very promising now. In Q4 2020, we had a 5x boost in travel guides subscription revenue. I decided to leave MAPS.ME in 2020 to start my own business and use all my experience to bring a beautiful new product to the global market 😊 I hope this deck will help you understand my approach to the product strategy I use in Level Up - Basketball Training Platform. Level Up Basketball 🏀 pitch deck: https://docsend.com/view/h5ugys7jmggsrqxh Product strategy is essential for any successful startup. It can often be the difference between an idea that flops and one that takes off. By understanding user acquisition and paying attention to product-market fit, startups are in a prime position to leverage the growth opportunity of a product's network effect. Crafting standout product offerings and creating an outstanding customer experience can be your best long-term marketing tool, driving organic growth through word of mouth. Building exactly what users want and providing value beyond their expectations is the key to product strategy success.

1. March, 2019
#1 travel maps
3 Years Growth Strategy

2. MAPS.ME: Mobile Offline Maps with GPS Navigation
★ #1 Travel Maps In 50+ Countries.
★ 120M+ Installs, 12M+ MAU (Global).
★ 37M Half-Yearly AU/ 61M Yearly AU (Global).
★ 24x MAU Growth Since 2014.
★ 12x Revenue Growth Since 2016.
★ Free, Offline, Open Source, OSM based.
★ 4,6 Stars Rating (1+ Million Reviews).
★ 45 Employees (70% - Developers).
★ 40/60 – iOS/Android Split.

3. MAPS.ME Users
Overview

4. MAPS.ME Users: Regions (2016 vs 2018)
+71%
2018/2016

5. MAPS.ME Users: Age & Gender
56% Core: Y + Z generations (13-34)
+38%
2018/2016

6. MAPS.ME Users: Travelers Behavior
60%
of MAPS.ME
users are active
travelers
What MAPS.ME users
search for on the map
(hotels - 50%)

7. MAPS.ME Users: 61M Yearly User Base

8. MAPS.ME Users: Monthly Active Users
Flurry (01/2014 - 01/2017)*
Facebook Analytics (02/2017 - 12/2018)
* Since 02.2017 Flurry Analytics switched to a new tracking platform and MAU started to track incorrectly. We use Facebook
since that time as majo tracking system for MAU.

9. MAPS.ME Active Users: Sessions & Time/Device
30x Sessions Growth 4x Time / Device Growth

10. MAPS.ME: >50% Installs From Repeated Users
Seasonal growth

11. MAPS.ME: Retention cohorts (organic traffic)
Those cohorts doesn’t take
into account device switching
by users (users that changed
devices are treated as new)

12. Revenues Growth
Drivers & Forecast

13. $0.1M
$0.75M
$1.4M
12x
~68x growth ‘16-18
~8x growth ‘16-18
Revenue: 12x Growth Since 2016

14. 2011
Launch
2016
2014 2020
2018 2022
5M
100M
200M
50M
300M
Simple Car Navigation
Fast Render Speed
New Map Styles
OSM Map Editor
Core: Smaller Map Size
Car Navigation: Simple
Bike Navigation
Pedestrian Navigation
Travel Guides Marketplace: Full
Social Features: Full
Transit Navigation: Full
Car Navigation: Full
Travel Planner: Full Web + Mobile
Local Activities Advisor: Full
Hotels Booking: Medium
Taxi/Transfer Search: Simple
Direct Ads Sales: CIS
Local Ads Platform: Simple
Subscription: Ads Removal
Guided Tours by Locals: MVP
Becomes Free
Hotels Booking: Full
Transit Tickets Booking: Full
Attractions Booking: Full
Events Booking: Full
Taxi/Transfer Search: Full
Direct Ads Sales: EMEA
Local Ads Platform: Full
Subscription: Single (ads + guides)
Guided Tours by Locals: Full
Custom Paid Guides: Full
Hotels Booking: Simple
Direct Ads Sales: RUS
Biggest Travel Guides Marketplace
Biggest Travel Community
Hotels Booking: In App
Transit Tickets Booking: In App
Events & Attractions Booking: In App
Taxi/Transfer Booking: In App
Overall Installs /
Yearly Gross
Revenue $
2M
Product Features
Monetisation Features
150M
⬆12x
⬆5.7x
⬆3.3x
⬆2x
⬆25x
⬆1.5x
⬆1.6x
Travel Guides Marketplace: Simple
Transit Navigation: Simple
Core: Faster Map Updates
Car Navigation: Medium
Social Features: Simple
Travel Planner: Simple (web)
Maps API: Simple
25M
Product & Monetisation: Great Product = Organic Growth

15. Accommodation
Booking
Direct Sales Local Ads for SMB
Local Activities
Discovery & Booking
Travel Guides
• We started to sell guides
on Pay per download
model in Jan ‘19 with small
catalog and have 300k
free downloads/month +
9000 standalone guides
sales/month.
• Switching to subscription
will boost AOV and LTV.
• According to our users
research up to 28% of our
users are ready to
search and book hotels
on the map.
• We have 8X bookings
growth since 2016 with
just 2% of our users, using
booking feature.
• We did $500k in 2018 with
just 13% of our user base
in Russia (1,56M MAU in
country with 145M
population) due to PR
activities.
• With PR and local sales
we can do the same for
other 10 top countries
• We have 10k claimed local
business so far and just 50
paying advertisers monthly
with over 70% retention.
• Core product
improvements & dedicated
phone sales team will
boost up revenue
• Top 3 category of objects
users open on the map:
attractions, restaurants,
shops.
• Following success on hotel
side integration of
relevant booking
inventory on activities
will give revenue uplift
GMV
~$70M
n/a n/a
9x 4x
Revenue Growth Drivers And Upside By 2022

16. Map highlights
Travel destinations
(trip planner)
Travel Guides &
Itineraries
Core promotion MAPS.ME
Brand ambassador program:
• Targeted to MAPS.ME loyal users, especially
mini-bloggers and local travel group leads
• Regular activities requested from brand ambassadors,
examples:
• Specific number of posts (e.g. monthly) in social networks
(Insta, FB etc.) with MAPS.ME tagged
• Number of group travel activities organized each year with
MAPS.ME as major tool, photos, video post and
instructions
• Use and promote MAPS.ME as major map tool for
planning & experiencing travel
• Partnering with relevant brands to create special brand
ambassador membership benefits, e.g.:
• Booking.com with special gift certificates on
accommodation booking
• Visa special travel card with discounts
• Provide branded merchandise MAPS.ME products
Organic growth
• Appstore optimization
• Social sharing options,
user recommendations
(world-of-mouth)
• Synchronization with
web “trip planner”
(bookmarks web to app
sync)
Partnerships & traffic
acquisition
• Integrations to OTAs &
similar
• Targeted performance
marketing to audience
that recently booked
accommodation/flight
Organic growth
• SEO
• Social sharing options,
user recommendations
(world-of-mouth)
Organic growth
• Appstore optimization
• Social sharing options,
user recommendations
(world-of-mouth)
• Synchronization with
web “trip planner”
(guides web to app
sync)
Partnerships & traffic
acquisition
• Integration to OTAs &
travel media sites
• Targeted performance
marketing to audience
that recently booked
accommodation/flight
Marketing: Key Initiatives

17. Audience & Revenue Growth: 2011-2022

18. MAPS.ME Team (Q1’19): Headcount = 45
5 25 11 3

19. What We Need Money For?

20. What we need money for?
1. Hire x2 developers (C++, Python) to:
a. improve product features quality (main features are in MVP)
b. boost development speed (to outperform niche competitors)
c. test product hypothesis for various travel niches
2. Build world biggest travel guides marketplace, filled with content by:
a. Professional publishers & bloggers
b. Users
3. PR & user acquisition in countries where we can reach the enough brand
awareness to boost direct sales:
a. Europe: Germany, France, Netherlands, Great Britain, Denmark, Italy.
b. Asia: Japan, China.
c. America: USA, Canada.

21. How We Compete With
Google Maps?

22. MAPS.ME Positioning: #1 Travel Maps
Travel
Maps
Local
Catalog
social
social
social
social
social
Our goal is to exposure integrated trip planning
and booking features on map with our
traditional offline mapping and navigation core.
We aspire to provide travelers over the world
with seamless joyful experience from inspiring
& dreaming destinations through discovering &
planning Points of Interest and Itineraries to
enjoying the whole trip.
Being #1 assistant to travel community is our
big idea and mission.
#1 travel maps
#1 integrated travel guides marketplace
Strategic partnership to global travel leader
through acquisition (Booking.com/ Expedia/ Ctrip/
TripAdvisor)

23. >4B monthly traffic in Travel with TripAdvisor & Booking.com dominant
players
4 112 M* 4 112 M*
Sources: MAU evaluations are based on App Annie & SimilarWeb data in Travel segment, adjustments made. Maps & Navigation services treated separately
*Number of overall unique users/month smaller, 1 user visits multiple sites. In total yearly ~1.3-1.4B travelers according to UNWTO World Tourism Barometer
MAPS.ME to grow by 2.5x and to gain ~8-10% share of major players’
audience by 2022
30M
2022E
260-280M
320-340M
MAPS.ME Positioning: Focus On Travel Market

24. Travel Maps Features: MAPS.ME vs Google Maps
Travel Feature MAPS.ME Google Maps
Offline features support
✓ Full
(search, car, pedestrian, bike, transit)
X Partial
(search & car only)
Downloaded maps
footprint
✓ Small
(using own compression algorithm)
X Large
(3-4 times larger size)
Reach map data (hiking
trails, viewpoints etc.)
✓ Full Support
(all entire world, provided by community)
X Some Regions
(only regions of strategic presence)
POI discoverability on
the map
✓ Fast
(display all POIs while zooming)
X Slow
(need to repeat search on each zoom level)
Long distance (intercity)
rides ready
✓ Download Assistant
(downloads required areas along the route)
X No
(only small square areas can be downloaded)
Incremental map
updates
✓ Yes
(saves 90% of cellular data monthly for updates)
X No
(requires full re-download of expired area)
Catalog of travel guides
✓ Yes
(thousands of itineraries and travel guides)
X External App
(Google Trips app, not popular)

25. Competition & Our key strengths
Description (major focus) Accommodation
booking
UGC on POIs Global map
service
Local navigators Local map service Focus on specific
segments*
Audience type (in terms of major use
cases)
Global travel Local & travel
across many
markets
All global excl.
some markets
(China etc.)
Local Major local,
partially travel
Can be both local
and travel
Key functionalities Tools on finding,
comparing &
booking hotel
Tools on finding,
discovering and
reading
reviews/ratings
Map search &
navigation – wide
coverage tools
Route building
and navigation
given detailed
data on traffic etc.
Map search &
navigation – wide
coverage tools
Different
niche-specific
features, e.g.
tracking for run or
weather for
fishing etc.
Map features No own maps,
very limited,
Google-based
No own maps,
very limited,
Google-based
Almost full
coverage, offline
limited
Route building
and navigation
given detailed
data on traffic etc.
Almost full
coverage, offline
typically limited
Typically no own
maps, very limited
MAPS.ME key advantages &
differentiating points
• Own maps with
all key
functionalities
• Use case –
travel
experiencing
• Own maps with
all key
functionalities
• Maps of OSM
community
• Product focus
on travel use
cases – quick &
easy. Especially
convenient for
self-traveling
scenarios
• Loyal global
travel audience
• Product focus
on travel use
cases – quick &
easy. Especially
convenient for
self-traveling
scenarios
• Loyal global
travel audience
• Product focus
on travel use
cases – quick &
easy. Especially
convenient for
self-traveling
scenarios
• Loyal global
travel audience
• Own maps
• Good coverage
of mass travel
use cases in
product
Booking Tripadvisor Google
Navi (Waze,
Sygic etc.)
Local maps*
Niche
players**
*Such companies as Baidu Maps, Yandex Maps, 2GIS etc.
**Companies making product for such segments as trailing, hunting, fishing, running/cycling etc. – where travel scenarios potentially covered

26. Why MAPS.ME, not other maps?
Team Size Product
40
~2000 (map team)
MAPS.ME: small team –
global product => huge
potential that can be
realized by strong focus
on developing Travel
segment features through
investments into
product/development
team & marketing
targeted to travel
audience and scenarios
Worldwide offline maps,
120M+ downloads
Worldwide maps,
>2B downloads
~100 at the moment of
acquisition by Google
(2013)
Local Navigator, mostly
US with
~50M downloads (in 2013)
Benchmarks
Examples
~400
Local Maps, mostly RUS
with ~30-35M downloads

27. 1B Users with Slow 2G Internet by 2020

28. OpenStreetMap: Hiking/Skiing Trails

29. OpenStreetMap: The Power of Open Global Community
What is OSM
★ Free editable worldwide maps
★ 5M+ registered mappers
★ 50K+ monthly active mappers
★ 3.5M+ map edits daily
MAPS.ME contribution to OSM
★ Made own map editor for OSM (Apr-16)
★ 230K+ registered mappers via MAPS.ME
editor, 10K+ monthly active
★ Opened own code (Oct-15)

30. Booking Hotels
On The Go

31. Pizza Breakfast Nail Salon Pharmacy Urgent Care
Right Here + Right Now: The Rise of “Open Now” Searches
Source: ThinkwithGoogle.com, Aug 2017, Mobile, Search, Micro-Moments
Increase in mobile
searches for
“stores/food open
now”
in the past year.

32. Local Search Trends: “hotels near me”
34%
of MAPS.ME
users are ready
to book a hotel
while on the trip
Source: MAPS.ME, Jul 2017, MAPS.ME Apps User’s Private Survey

33. Booking.com Integration: Search Filters

34. Booking.com: Rapid Growth Since 2016
8X
Bookings
Growth
4X
Conversion
Growth

35. Booking.com: 12x revenue growth (repeated customers)

36. Booking.com: good customers cohorts
Retention
For each month (after the month when
1st booking was made) indicated % of
customers that returned and made
booking (s) again
Example Cohorts:
201611 - users that
made first booking in
November 2016
etc.

37. Key Travel Market Growth
Drivers

38. Travelling Moments: Mobile Rocks
Source: ThinkwithGoogle.com, Google / Ipsos Connect, April 2016/2017, Traveler Attitudes & Behaviors, 2017, US travelers, 18+
79%
of travellers
completed a
booking after
doing research
on smartphone
60%
of searches for
destination
come from
mobile devices
Source: ThinkwithGoogle.com, Jul 2016, Travel Infographic: How Mobile Shapes the Customer Journey

39. 40% of Travellers Use Offline Maps
Online Maps
Offline Maps
Public Transport Maps
Translation
Recommendations
Accommodation Booking
Flight Booking
e-brochures
Events booking
Local POIs Guides
City Guides
Nothing
Other
Source: ThinkwithGoogle.ru, June 2017

40. Travelling Moments: Experiencing
Source: ThinkwithGoogle.com, Jul 2016, How Mobile Influences Travel Decision Making in Can't-Wait-to-Explore Moments
85%
of travelers decide
on activities only
after having
arrived at the
destination.
40%
of travelers use
offline maps to
navigate
Source: Google, 2017, Travel HUB conference

41. Jumping into a
“Dreaming Stage”

42. Dreaming Planning Booking Experiencing
2018-2022
2018-2022 2016-2018
+ travel guides marketplace (UGC)
+ map highlights
+ trip planner
- traveler profile
+ hotels booking
± local guides booking
± restaurants booking
- attractions tickets
- transportation tickets
+ navigation
+ POIs discovery
+ users ratings
+ places popularity
+ Maps API
2016-2022
social
social
core
booking
MAPS.ME: Product Roadmap 2016-2020

43. MAPS.ME Travel Guides: Dreaming => Booking
4
1
2 3
day
day day
day

44. MAPS.ME Travel Guides: Dreaming => Booking
Travel Guides
Catalog Boosted
Pre-Travel
Scenario and
Triggered
Booking Window
Growth

45. Dreaming
- preparing & sharing own travel guides
- reading other travelers updates
- checking own profile activity (likes,
comments, popularity ratings)
Planning
- browsing travel guides catalog for
inspiration
- downloading other user’s travel guides
- creating personal customized itineraries
Booking
- booking hotels from travel guide
- booking transfer services
- booking guided tours
Experiencing
- exploring downloaded travel guides
- purchasing transportation tickets & local
activities on the go
- booking hotels on the go
Travel Guides Usage Lifecycle

46. Sleeping Users Activation & New Users Growth in 2019
12M+
MAU
travel guides
catalog will
increase existent
active users
engagement
sharing users
generated travel
guides will
increase users’
friends reach.
61M+
yearly active
users
400M+
users’ friends
120M+
installs
We have 2M+
organic installs
growth (word of
mouth) and expect
2x growth by

47. Travel Guides: Multilingual, Universal, Easy-To-Use

48. Travel Guides: Multilingual, Universal, Easy-To-Use

49. Travel Guides: Creator Tool (Web)

50. Key Synergy Opportunities With Travel Strategist
Product Benefits for Partner Benefits for MAPS.ME
Booking.com
Competitive advantage to other big players
(TripAdvisor, Hotels.com, Ctrip, AirBnb).
Full booking process integration. Best
“booking on the map” solution. AOV growth.
RentalCars
Loyalty growth: save with the best free offline
navigator.
New loyal travelers acquisition worldwide.
OpenTable
Help to expand in Europe and Asia (67% of
users in MAPS.ME).
Better booking services inside MAPS.ME,
higher conversion.
Momondo Catching the client on early dreaming stage. New users acquisition worldwide.

51. Current Monetization Structure
$
Self Managed Local
Ads Platform for
SMB
Native Ads &
Ads Removal
Subscription
CPM Ads & Projects
for Enterprise
Local Guides
Booking
B2B Solutions
Booking Partners:
hotel, restaurants,
attractions, local
activities.
GEO Data &
Analytics Sales
Travel Guides
In-app Purchase

52. Management Team
Eugene Lisovskiy
Chief Executive Officer
Artem Vodolazskiy
Chief Technical &
Product Officer
Eugene Chernysh
Chief B2B Product
Officer
Aleksandr Rybin
Chief of Marketing &
Business Development
8+ experience of managing
distributed software dev teams and
products with deep integration into
existing enterprise systems.
Worked as SPM at Russian co’s,
incl. X5 Retail Group, Sberbank,
PM @ SAP Partner Technoserv
and CPO @ Mobile Dimension
4+ years in management
consulting (strategy, finance);
5+ years in Digital marketing
experience on top positions;
5+ years start-up experience
(e-commerce, consulting).
Worked at top tier management
consulting Bain & Company and
CMO @ Rocket Internet
12+ experience in Digital &
software industry on top positions;
Deep expertise in Marketing and
Product development.
Worked as CMO @ #1 Russian
e-book shop Litres.ru, as CMO @
Fast Lane Ventures, as CMO @
Radmin.com (International)
12+ years hands-on Agile
Technical Project Management;
11+ years in startups;
Broad technical expertise (Web,
Mobile, Data Science),
business-oriented approach and
leadership skills.
Worked as SystemArchitect @
Yandex, CTO @ SmartMarket
(crowd investing platform), PM @
Metabar (browser app platform,
bought by Yandex)

53. MAPS.ME + Booking.com
Synergy Opportunities

54. B2B Mapping Solutions: Google Maps API Replacement
★ Direct/Reverse Geocoder
with fall back support
(Google, OSM, Here,
TomTom)
★ Map Displays (OSM based)
★ POI matching
★ Distance Matrix