Byrne Reese w/ Toy Talk @ MamaBear Conference, Mt. View 4/20
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The document discusses challenges with getting distribution for family entertainment mobile apps through the traditional channel of app stores. It notes that discovery is difficult in app stores and achieving a top ranking requires large marketing budgets. The document then explores alternative distribution channels through two large parenting websites that have millions of users but have promoted very few digital products. It argues these alternative channels represent an opportunity to "change the game" and more effectively reach customers outside of app stores.
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Byrne Reese w/ Toy Talk @ MamaBear Conference, Mt. View 4/20
- 1. How the F#@$ Do I Get Distribution in the Family Entertainment Space!? Byrne Reese, MamaBear Conference, 2012 Tuesday, April 17, 12
- 2. is in the Family Mobile Entertainment space. Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 3. Our Canvases (canvii?) Key Partners Key Activities Value Props. Customer Relationships Customer Segments App Store Some super awesome Get Satisfaction Parents of 4-12 feature that will make kids YouTube year olds. love your product. Facebook Twitter (mothers esp.) Email Some amazingly compelling Key Resources capability that will make Channels/Distribution Children, ages ng parents want to pay you. App Store 5-9. eri Web Children, ages ine 10-12. Eng Cost Structure Revenue Streams App Store Sales - $0.99? Subscriptions - $5/month? Licensing - $100/seat? Mixed/Split? Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 4. Our Canvases (canvii?) Key Partners Key Activities Value Props. Customer Relationships Customer Segments App Store Some super awesome Get Satisfaction Parents of 4-12 feature that will make kids YouTube year olds. love your product. Facebook Twitter (mothers esp.) Email Some amazingly compelling Key Resources capability that will make Channels/Distribution Children, ages ng parents want to pay you. App Store 5-9. eri Web Children, ages ine 10-12. Eng Cost Structure Revenue Streams App Store Sales - $0.99? Subscriptions - $5/month? Licensing - $100/seat? Mixed/Split? Copyright 2012, Toy Talk Inc. Private and Confidential
- 5. The Problem Discovery via the Web doesn’t happen. Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 6. The Problem Discovery via the Web doesn’t happen. All B2C canvases for mobile apps are thus dependent upon the App Store. Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 7. The Problem Discovery via the Web doesn’t happen. All B2C canvases for mobile apps are thus dependent upon the App Store. Discovery in the App Store is hard. Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 8. The Problem Discovery via the Web doesn’t happen. S: E Smobile apps are N Lfor I N All B2C canvases R E U YO A Uupon the App Store. thus dependent O P 2 5 TH ET Discovery in the App Store is hard. Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 9. How to get into the Top 25... Tuesday, April 17, 12
- 10. Conventional Wisdom... Downloads per day: Free Paid Top 50 25,000 2,500 Top 25 50,000 5,000 Top 10 80,000 10,000 Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 11. Get Lucky Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 12. Cheat Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 13. Cheat Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 14. Buy Your Way In Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 15. The Solutions 1. Get Lucky 2. Cheat 3. Buy Your Way In Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 16. Doing the Math (generously) Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 17. Doing the Math (generously) $0.20 CPC $0.20 click Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 18. Doing the Math (generously) $0.20 CPC 10% conversion rate $0.20 100 clicks x click 10 downloads Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 19. Doing the Math (generously) $0.20 CPC 10% conversion rate only 25,000 downloads needed $0.20 100 clicks 25,000 downloads x x click 10 downloads day Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 20. Doing the Math (generously) $0.20 CPC 10% conversion rate only 25,000 downloads needed $0.20 100 clicks 25,000 downloads x click 10 downloads x day = $50,000 per day Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 21. Ouch. Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 22. Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 23. We are all stuck playing this game. Why? Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 24. We are all stuck playing this game. Why? rs ye e u r b e Th ae ll h a re Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 25. Where else are the buyers? Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 26. Where else are the buyers? Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 27. We have researched two of the largest places where parents congregate... some of Here’s^ what we found... Tuesday, April 17, 12
- 28. Child Age Distribution by gender Male Female 60 45 company A 30 15 0 <1 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15+ 60 45 company B 30 15 0 <1 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15+ Age Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 29. Parents with at least one child between the ages of 5 and 12 company A company B 33% 32% 67% 68% Bingo Nope. Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 30. What motivates parents to purchase an app? 100% 80% 68% 60% 60% 40% 20% 4% 4% 6% 1% 0% Education Play with Physical Toys See Kids LOL 21% of respondents said they 23% of respondents said they typically do not buy kids apps. typically do not buy kids apps. Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 31. Enough graphs. Suffice it to say, we have a lot of them. The point is... Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 32. There are channels outside the App Store with millions of potential customers that spend BILLIONS. Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 33. And when we asked them, “so how many digital products have you helped promote?” Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 34. And when we asked them, “so how many digital products have you helped promote?” They answered, “I don’t know. Maybe two?” Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 35. 2?! Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 36. Easier said than done • Activating a channel takes time. • Both sides need find the value in the relationship. Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 37. Don’t change the rules. Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 38. Don’t change the rules. Change the game. Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12
- 39. Thank you. Copyright 2012, Toy Talk Inc. Private and Confidential Tuesday, April 17, 12