The document outlines the experiences of Cliff Dennett, head of business development, detailing financial figures related to mobile games and social media marketing. It highlights the challenges faced in the app market due to saturation and rising costs, leading to a need for liquidation. Key lessons learned include the importance of reaching MVP quickly, having strong technical support, and focusing on a flexible business model.

1. Cliff Dennett
Head Of Business Development
CliffD@innovationbham.com

2. 5m x 2 games at £1.20 each
=£13m
500m

3. 1.25m players
£1.3m
funding
5-star reviews
Facebook
Recommended
“Future Creator”

5. The Journey: Charities on social

6. Over 600,000 people …!
The Journey: Music on social

7. The Journey: Music on social

8. The Journey: Music on social

9. The Journey: Music on social

10. The Journey: Music on social

11. The Journey: Music on mobile
200,000 Facebook fans
x 1 post =
1,000 installs
x 0.89p (ARPU) =
£890

12. The Journey: Music on mobile
29m Facebook fans
x 1 post =
1.45m installs
x 0.89p (ARPU) =
£1.29m

13. The Journey: Music on mobile & social &
work for hire

14. The Journey: Music on mobile & social &
work for hire

15. The final 8 months
• Staff sacrifices
• Support from creditors
• IBC helping with survival
• Personal impact
• Investor support …
• The final round …

16. The Journey: The big launch

17. The Journey: Music on mobile & social &
work for hire
29m Facebook fans
x 1 post =
1.45m installs
x 0.89p (ARPU) =
£1.29m

18. So what happened…?
1. The underlying social media landscape shifted
2. The app market became saturated
3. CPA soared
4. Freemium became the norm
5. No money left for other tests
6. Debt/Revenue/Opportunity mix unpalatable
7. Liquidation

19. Next time …
1. Get to MVP faster (bootstrapped)
2. Start with a great techie
3. Don’t underpay
4. Build for a flexible business model
5. Do one simple thing, really really well