The document outlines the vision and mission of Ants, a technology-driven advertising platform in Vietnam that combines demand and supply-side solutions for digital media companies. It highlights the AARRR (Acquisition, Activation, Retention, Referral, Revenue) framework as a way to measure and improve startup success, along with various marketing strategies and analytics tools. Additionally, it provides insights into the experience and expertise of Dr. Dinh Le Dat, the co-founder and CEO of Ants, in big data and online advertising.

1. THE SINGLE BIGGEST REASON
WHY STARTUPS SUCCEED & AARRR
Source: Bill Gross, TED March 2015, Dave McClure, Master of 500 Hats
Ph.D. Dinh Le Dat
Co-founder & CEO of ANTS
dat@ants.vn

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• Vision:
ANTS’s vision is to unleash the
FULL ECONOMIC POTENTIAL OF DIGITAL media companies.
Mission:
ANTS – Southeast Asia’s leader in SMART automation digital advertising
technology and services
About:
ANTS is the leading technology-driven integrated internet advertising platform
in Vietnam. ANTS solutions provide a unique Software as a Service (SaaS)
platform by combining Demand Side Platform – Supply Side Platform,
which includes Data Management Technology and Extraordinary Insight
Engine (Founded in 2014).

3. ConfidentialSource: Bill Gross, TED March 2015
Dr. Dinh Le Dat – Co-founder & CEO of ANTS.
Expert in Big Data/Data-Driven Marketing at FPT Corporation.
• Co-founder, CEO of ANTS – Big Data in Advertising and Data-Driven Marketing Solution (ANTS.vn).
• Former Chief Technology Officer at FPT Online Service JSC.
• I worked for Boeing-Luxoft Russia, FPT Online Service JSC, FPT Technology Innovation.
• 15+ years in Internet Technology and Product EcoSystem experience including Social Network/ Social
Media (Banbe.net, Nhacso.net), Online News (VnExpress.net, Ngoisao.net), Games Online (Gate.vn),
eCommerce (Sendo.vn) and Online Advertising (ANTS.vn, eClick.vn).
• 10+ years in Technical Architect of High Scalability for Web/Mobile & Big Data/Analytics in Digital
Content and Online Advertising.
• Co-founder, Former CTO of Yola JSC – E-learning Platform (Yola.vn)
• Awarded Ph.D. at M.V. Lomonosov Moscow State University with research “METADATA MODEL
ONTOLOGY FOR GEOSPATIAL DATA AND SERVICES”
(https://www.linkedin.com/in/dinhledat)

5. ConfidentialSource: Bill Gross, TED March 2015

6. ConfidentialSource: Bill Gross, TED March 2015

7. ConfidentialSource: Bill Gross, TED March 2015

8. ConfidentialSource: Bill Gross, TED March 2015

9. ConfidentialSource: Bill Gross, TED March 2015

10. ConfidentialSource: Bill Gross, TED March 2015

11. ConfidentialSource: Bill Gross, TED March 2015

12. Acquisition, Activation, Retention, Referral & Revenue.

13. ConfidentialSource: Dave McClure, Master of 500 Hats
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AARRR!

14. ConfidentialSource: Dave McClure, Master of 500 Hats Website.com
Emails &
widgets
Campaigns,
Contests
Biz DevAds, Lead Gen,
Subscriptions, etc
Homepage / Landing
Page
Product
Features
1. ACQUISITION
SEO
SEM
Apps &
Widgets
Affiliates
Email
PR Biz Dev
Campaigns,
Contests
Direct, Tel,
TV
Social
Networks
Blogs
Domains
Emails &
Alerts
Blogs, Content
System Events & Time-
based Features

15. ConfidentialSource: Dave McClure, Master of 500 Hats
Category User Status Conv % Est. Value
Acquisition Visit Site
(or landing page, or external widget)
100% $.01
Acquisition Doesn't Abandon
(views 2+ pages, stays 10+ sec, 2+ clicks)
70% $.05
Activation Happy 1st Visit
(views X pages, stays Y sec, Z clicks)
30% $.25
Activation Email/Blog/RSS/Widget Signup
(anything that could lead to repeat visit)
5% $1
Activation Acct Signup
(includes profile data)
2% $3
Retention Email Open / RSS view -> Clickthru 3% $2
Retention Repeat Visitor
(3+ visits in first 30 days)
2% $5
Referral Refer 1+ users who visit site 2% $3
Referral Refer 1+ users who activate 1% $10
Revenue User generates minimum revenue 2% $5
Revenue User generates break-even revenue 1% $25

16. ConfidentialSource: Dave McClure, Master of 500 Hats Website.com
Marketing Channels:
• largest-volume (#)
• lowest-cost ($)
• best-performing (%)
1. ACQUISITION
SEO
SEM
Apps &
Widgets
Affiliates
Email
PR Biz Dev
Campaigns,
Contests
Direct, Tel,
TV
Social
Networks
Blogs
Domains

17. ConfidentialSource: Dave McClure, Master of 500 Hats Website.com
Activation Criteria:
• 10-30+ seconds
• 2-3+ page views
• 3-5+ clicks
• 1 key feature usage
Do LOTS of landing page
tests & A/B tests - just
make lots of dumb
guesses & iterate QUICK
Homepage / Landing
Page
Product
Features
1. ACQUISITION
SEO
SEM
Apps &
Widgets
Affiliates
Email
PR Biz Dev
Campaigns,
Contests
Direct, Tel,
TV
Social
Networks
Blogs
Domains

18. ConfidentialSource: Dave McClure, Master of 500 Hats Website.com
Automated emails are simple & easy
retention feature
• lifecycle emails @ +3, +7, +30d
• status emails weekly/monthly
• event-based emails as they occur
Homepage / Landing
Page
Product
Features
1. ACQUISITION
SEO
SEM
Apps &
Widgets
Affiliates
Email
PR Biz Dev
Campaigns,
Contests
Direct, Tel,
TV
Social
Networks
Blogs
Domains
Emails &
Alerts
Blogs, Content
System Events & Time-
based Features

19. ConfidentialSource: Dave McClure, Master of 500 Hats Website.com
Only encourage users to
refer *after* they have
“happy” user experience;
avg score >= 8 out of 10
Homepage / Landing
Page
Product
Features
Emails &
widgets
Campaigns,
Contests
1. ACQUISITION
SEO
SEM
Apps &
Widgets
Affiliates
Email
PR Biz Dev
Campaigns,
Contests
Direct, Tel,
TV
Social
Networks
Blogs
Domains
Emails &
Alerts
Blogs, Content
System Events & Time-
based Features

20. ConfidentialSource: Dave McClure, Master of 500 Hats
Website.com
Biz DevAds, Lead Gen,
Subscriptions, etc
Homepage / Landing
Page
Product
Features
This is the part *you* have to figure out…
I don’t know jack about your business
Emails &
widgets
Campaigns,
Contests
1. ACQUISITION
SEOSEM
Apps &
Widgets
Affiliates
Email
PR Biz DevCampaigns,
Contests
Direct, Tel,
TV
Social
Networks
Blogs
Domains
Emails &
Alerts
Blogs, Content
System Events & Time-
based Features

21. ConfidentialSource: Dave McClure, Master of 500 Hats
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Qualitative: SurveyMonkey (surveys), CrazyEgg (heatmap), TechSmith Morae / UserVue (ux recording), RobotReplay, TapeFailure.
Quantitative: Google Analytics (free), MyBlogLog, ClickTracks, Index Tools, Visual Sciences / Webside Story, Omniture, WebTrends, etc.
Comparative: Google Website Optimizer, SiteSpect, Optimost, Offermatica, Vertster, Kefta.
Competitive: Quantcast, Compete.com, Alexa, Hitwise, Comscore, Nielsens.

22. ConfidentialSource: Dave McClure, Master of 500 Hats
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23. ConfidentialSource: Dave McClure, Master of 500 Hats
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24. ConfidentialSource: Dave McClure, Master of 500 Hats
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25. ConfidentialSource: Dave McClure, Master of 500 Hats
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26. ConfidentialSource: Dave McClure, Master of 500 Hats
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27. ConfidentialSource: Lean

28. ANTS | FPT Corporation / FPT Technology Innovation / FPT Ventures
Hotline: +84 91 2323-911 / Office: +84 8 7301-9199 / dat@ants.vn / support@ants.vn
AntHill, 24.D6 Villa, Saigon Pearl Villas, 92 Nguyen Huu Canh Str.,
Ward 22, Binh Thanh Distr., HCMC, Vietnam
http://ants.vn | http://fpt.com.vn / http://tech.fpt.com.vn / http://fptventures.vn
THANKS FOR
WATCHING