MONETIZATIONDmitry Pluschevskiypdm@dasuppa.com                      in cooperation with
AgendaMarketing funnelTypes of monetizationKey metrics of monetizationMonetization FAQMonetization model template         ...
Marketing funnel                   in cooperation with
Place                                      Promotion        ce      an                    L   l ev                  A     ...
Types of monetization                        in cooperation with
Premium – pay and use  Real goods – price  Virtual goods – value and usefulness for user  Content- uniqueness  Services – ...
Premium - pay and use                                 in cooperation with      SKOLKOVO Startup Academy
Admium – use and see adContext advertising– Web (adwords)– Mobile (iAd, admob, airpush)Partners program – reputation risks...
Admium – use and see ad                                 in cooperation with      SKOLKOVO Startup Academy
Freemium – pay for get more     Sell additional options, time and comfort.     Emotion purchases     Social mechanics1.   ...
Freemium – pay for get more                                 in cooperation with      SKOLKOVO Startup Academy
Donate – pay if you love it  Socially important projects  – Wikipedia  B2G projects  Crowdsourcing1. Not popular model in ...
Donate – pay if you love it                                  in cooperation with       SKOLKOVO Startup Academy
Key metrics of monetization                          in cooperation with
Key metrics of monetization   COCA - cost of customer aquisition,   LTV – customer life time value,   ARPU – average reven...
Monetization FAQ                   in cooperation with
Monetization FAQUse maximum billing ways  All type of credit cards;  Digital money;  Payment systems;  Other types of bill...
Monetization FAQUse CRM  Your goal is personal monetization plan for all customers.Find the hole  Controle all part of mar...
Monetization model template                          in cooperation with
1Q2013             2Q2013           3Q2013            4Q2013                             CommentsLeads                    ...
MONETIZATIONDmitry Pluschevskiypdm@dasuppa.com                      in cooperation with
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Monetization

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Some simple words about monetization models

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Monetization

  1. 1. MONETIZATIONDmitry Pluschevskiypdm@dasuppa.com in cooperation with
  2. 2. AgendaMarketing funnelTypes of monetizationKey metrics of monetizationMonetization FAQMonetization model template in cooperation with SKOLKOVO Startup Academy
  3. 3. Marketing funnel in cooperation with
  4. 4. Place Promotion ce an L l ev A Pla Product IR Re Br a ,V tf es or m M nd t SM da Fu po up , nf PR Price/Monetization we ice or r rv use te Se Pre na r Do m ium dm LTV>COCA ium A em Co er nt us Fre ing O ium e nl i nt is or Paid users Dis ne ert Q ef &Q tri v lu Ad ad on bu Va v ne er at i tio Active users tis ffliliz n ing ch ca O an Lo ne Attracted users/Leads ls Potential audience in cooperation with
  5. 5. Types of monetization in cooperation with
  6. 6. Premium – pay and use Real goods – price Virtual goods – value and usefulness for user Content- uniqueness Services – warranty Technology – innovativeness1. Free of charge period – try&buy is premium2. Volume discount – subscribe in cooperation with SKOLKOVO Startup Academy
  7. 7. Premium - pay and use in cooperation with SKOLKOVO Startup Academy
  8. 8. Admium – use and see adContext advertising– Web (adwords)– Mobile (iAd, admob, airpush)Partners program – reputation risks– WebOffer wall – use instead Premium– Mobile (sponsor pay)Product placement and media in cooperation with SKOLKOVO Startup Academy
  9. 9. Admium – use and see ad in cooperation with SKOLKOVO Startup Academy
  10. 10. Freemium – pay for get more Sell additional options, time and comfort. Emotion purchases Social mechanics1. Don’t be a hustler, be a friend2. Best way for mobile app monetization3. Good for fast growth a valuation4. Conversion rate very enormously in cooperation with SKOLKOVO Startup Academy
  11. 11. Freemium – pay for get more in cooperation with SKOLKOVO Startup Academy
  12. 12. Donate – pay if you love it Socially important projects – Wikipedia B2G projects Crowdsourcing1. Not popular model in single mode.2. Work perfectly for niche product. in cooperation with SKOLKOVO Startup Academy
  13. 13. Donate – pay if you love it in cooperation with SKOLKOVO Startup Academy
  14. 14. Key metrics of monetization in cooperation with
  15. 15. Key metrics of monetization COCA - cost of customer aquisition, LTV – customer life time value, ARPU – average revenue per user, ARPPU – average revenue per paid user, ARPAU – average revenue per active user1. If your LTV>COCA – you win the market!2. Before change monetization model think about how to increase LTV and decrease COCA.3. Average revenue indicators good KPI. in cooperation with SKOLKOVO Startup Academy
  16. 16. Monetization FAQ in cooperation with
  17. 17. Monetization FAQUse maximum billing ways All type of credit cards; Digital money; Payment systems; Other types of billingUse analytics software http://www.google.com/analytics/ - web http://www.flurry.com/ - mobile https://www.appannie.com/ - mobileUse mathematic model for monetization Use Excel. Looking for the paterns. in cooperation with SKOLKOVO Startup Academy
  18. 18. Monetization FAQUse CRM Your goal is personal monetization plan for all customers.Find the hole Controle all part of marketing funnel. Cheaper return the user than acquisition a new.Monetization in MVP Test product value first. Test monetization inmedently after product validation. Change monetization while test all. Do not conduct experiments immediately over the whole of audience. in cooperation with SKOLKOVO Startup Academy
  19. 19. Monetization model template in cooperation with
  20. 20. 1Q2013 2Q2013 3Q2013 4Q2013 CommentsLeads 140 000 169 943 181 111 266 579 Cost of lead 1,1$ $ 0,87 $ 0,90 $ 0,76 Depend of brand power, advertising channels, etcLead from advertising 100 000 114 943 111 111 131 579 Depend from marketing budget and cost of leadLead from SEO 15 000 25 000 30 000 35 000 Depend from SEO budget and resource content.Lead from other activitys 25 000 30 000 40 000 100 000Registrations 126000 151249 166622 231924Percent from leads 90% 89% 92% 87% Depend from leads quality and method of registrationActive users 12600 25080 37963 52086Active users from last period 0 12600 25080 37963Active users outflow from active, % 50% 45% 35% 30%Active users outflow from active 0 5670 8778 11389Active users inflow from registred, % 10% 12% 13% 11% How you count active user - come back during week?Active users inflow from registred 12600 18150 21661 25512Paid users 1260 2759 4556 5729Percent from active users 10% 11% 12% 11% ARPPU $ 12,00 $ 18,00 $ 22,00 $ 26,00 Turnover $ 15 120 $ 49 658 $ 100 222 $ 148 965Cost of sale 3% 3% 3% 3% Billing commision Revenue $ 14 666 $ 48 168 $ 97 215 $ 144 496Royalty and other costs 8% 8% 8% 8% License payment Net Revenue $ 13 493 $ 44 315 $ 89 438 $ 132 936 LTV $ 48,00 $ 72,00 $ 88,00 $ 104,00 Depend from Life Time. In this case 1 year COCA $ 79,37 $ 66,72 $ 55,66 $ 85,19 Current advertising budget/New paid userDAYLY ARPAU $ 0,01 $ 0,02 $ 0,03 $ 0,03 in cooperation with
  21. 21. MONETIZATIONDmitry Pluschevskiypdm@dasuppa.com in cooperation with

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