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A pivot worth a billion users. (Mada Seghete, Branch)

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A pivot worth a billion users: Lessons from transforming a struggling consumer app into a thriving SaaS startup
by Mada Seghete, Co-founder, Branch

Published in: Marketing
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A pivot worth a billion users. (Mada Seghete, Branch)

  1. 1. Lessons from transforming a struggling consumer app into a thriving SaaS startup
  2. 2. Mada Seghete Co-founder JUNE 2013 Started a popular mobile app - Kindred Sold in 2014 JUNE 2014 Started Branch NOW ● 4B requests/day ● 20,000 apps using Branch ● 100+ people ● 20k-member Mobile Growth Community ● 53M in funding ABOUT ME @mada299 • @branchmetrics
  3. 3. Branch is the Linking Infrastructure for Today’s Top Brands
  4. 4. 1. Don’t be attached to an idea - either company or product
  5. 5. Let me tell you a story
  6. 6. @mada299 @branchmetrics
  7. 7. @mada299 @branchmetrics
  8. 8. After four months of development 10
  9. 9. Play Store and TechCrunch Feature 5,300
  10. 10. The trough of despair 400
  11. 11. Raised money & Facebook app installs 11,000
  12. 12. Paid install was ROI negative 700
  13. 13. We tried everything we could 200
  14. 14. And couldn’t figure it out 200
  15. 15. Our choices were limited
  16. 16. It’s an industry problem The 1000th most popular app of all time has 0.2% the adoption of the 1st. And they shut down in 2015. 1st, Facebook 10th, Skype, 12% 1000th, Pixable, 0.2%
  17. 17. 2. Set up numbers and goals and be realistic about results
  18. 18. @mada299 @branchmetrics
  19. 19. @ Websites are easy Your Website DATA ATTRIBUTION CONTEXT
  20. 20. 3. Build product by following insights from your customers
  21. 21. @ DATA ATTRIBUTION CONTEXT Apps today are lonely islands Your App @mada299 @branchmetrics
  22. 22. APP STORE ADS Your App Main ways to get new users:
  23. 23. REFERRALS The solution: changing the way mobile links work Your App
  24. 24. E-MAIL SOCIAL ADS SEARCH CAMPAIGNS @ The solution: changing the way mobile links work Your App
  25. 25. 4. Keep testing, keep building
  26. 26. 2016: 230 events
  27. 27. 5. Most important in scaling: culture
  28. 28. Thank you. Mada Seghete • Co-founder, Branch @branchmetrics

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