The document provides information about Hailo, a taxi booking app. It discusses Hailo's launch in 2011 in London by taxi drivers and tech entrepreneurs, its expansion to over 20 cities globally, and some of its key stats including over 1 million downloads and 13 million passenger rides. It also profiles the Hailo marketing team and their focus on brand, digital, social media and other areas of the customer lifecycle. The document aims to provide an overview of Hailo and its marketing strategies for growth.

2. Free Lifetime Account Giveaway

3. Emily Cunnane
Rob Cumiskey

4. Growth Hackers
10 July 2014

5. • Studied BComm and joined Deloitte as Graduate Consultant straight out
of college.
• Joined Hailo May 2012
• Previously with Digital Agencies: Simply Zesty, RMG and McCann Blue
ROB CUMISKEY
EMEA MARKETING MANAGER - HAILO

6. The HAILO Story
MARCH 2014

8. Since Nov 2011 Hailo has launched in London, Manchester, Dublin, Cork, Limerick, Galway,
Toronto, Montreal, Chicago, Boston, New York, Washington D.C., Madrid, Barcelona & Osaka.

9. NOW LIVE IN 20+ IRISH
TOWNS AND CITIES

10. Launched November 1, 2011 in London by three taxi drivers and three tech entrepreneurs.
And we started on a boat in London
THE HAILO STORY

11. TECH ENTREPRENEURS
LONDON CAB DRIVERS
Russell
Hall
Founder
Terry
Runham
Founder
Gary
Jackson
Founder
Jay Bregman
CEO, Founder
Caspar Woolley
COO, Founder
Ron Zeghibe
Chairman,
Founder

12. SOME OF THE BEST INVESTORS

13. THESE HAVE INVESTED IN OTHER GREAT TECH START-UPS

14. HAILO STATS
The world’s highest-rated taxi app –
Hailo has over 20,000
reviews.

15. Over 50,000 drivers across the world
are already working with Hailo.
HAILO
STATS

16. A Hailo hail is accepted somewhere in!
the world every 2 seconds.
HAILO
STATS

17. Since November 2011, over 1m+ people have
downloaded and registered on Hailo.
HAILO
STATS
To date, Hailo has carried over 13 million
passengers.

18. That is enough to travel to the
moon and back 57 times.
HAILO
STATS

19. !
- Ireland launch
- Brand
- Digital
- Social / CRM
- Product

20. BRAND & LAUNCH

21. Objectives:
!
1. Create a distinctive brand identity for Hailo
2. Increase awareness and trust of Hailo in Dublin
3. Reach 55,000 registered customers by year end
4. Increase jobs going through the system

34. Brand
!
It’s not about how much you spend on advertising
!
A promise
A living, breathing entity
!
- Visual Identity
- Tone and personality
- Quality
- Customer Service
- Consistency

35. OUR PAIN POINTS

36. Download -> Registration
!
Registration -> First Hail
!
Getting more jobs from our active customers
!
Churning Customers

37. Introducing Marketing KPIs
(thanks to our data scientists)
!
CPRU
Jobs Per Registered User
Registered Customers (Quality)
!
Getting to grips with LTV

38. Marketing at HAILO

39. EMEA NA PERFORMANCE PR/SOCIALCRM
Our Marketing Structure
BRAND
CITIES CITIES
DATA

40. 1
ACTIVATION
2
GROWTH
3
RETENTION
RECOGNITION
5
REACTIVATION
6
RECOVERY
4
ADVOCACY
Stages of Customer Lifecycle
“Refer-a-friend”Nudge to First
Hail
“RASP”
Recover a
Stranded
Passenger
Nudge to Use
Again
0
ACQUISITION
Registration Engagement
Celebration
Rewarding
PERFORMANCE CRM SOCIAL

41. DIGITAL CRM SOCIAL
SUSTAINABLE GROWTH

42. Brand
!
Invest up front
!
Digital
!
Be early, stay fresh
!
Social
!
Right message, right audience, right moment

43. DIGITAL

44. 1
ACTIVATION
2
GROWTH
3
RETENTION
RECOGNITION
5
REACTIVATION
6
RECOVERY
4
ADVOCACY
Stages of Customer Lifecycle
“Refer-a-friend”Nudge to First
Hail
“RASP”
Recover a
Stranded
Passenger
Nudge to Use
Again
0
ACQUISITION
Registration Engagement
Celebration
Rewarding
PERFORMANCE CRM SOCIAL

45. Paid digital
Acquisition and engagement through digital channels
Focus on mobile – Direct Response, Geo-targeting, Custom Audiences
Target, test and optimise for low CPA
Acquisition
Engagement
Facebook App
Install Ads
Twitter – Promoted
Tweets
(install links)
Mobile App Ads
Twitter – Promoted
Accounts
Twitter- Promoted
Tweets
(RTs, Clicks,
Replies)
FB Fan Acquisition

46. Acquisition
Facebook install ads
Twitter acquisition
(promoted tweets with
links)Mobile display
(trackable to install)

47. Engagement
Twitter promoted
accounts
(cost per follower)
Twitter cost per
engagement
(clicks, RTs,
impressions)

48. Performance Marketing - Summary
Improved optimisation through new technology
HasOffers (acquisition tracking) and Mix Panel (app analytics) allow
us to do CPA by channel & cohort analysis
Be early, stay fresh
Go in early with new media before user fatigue or competitors drive
up the cost
Frequent creative refresh required; images beat copy
Broaden number of channels to test
Learning: we are limited because we require Geo-targeting to city
level

49. SOCIAL / CRM

50. 1
ACTIVATION
2
GROWTH
3
RETENTION
RECOGNITION
5
REACTIVATION
6
RECOVERY
4
ADVOCACY
Stages of Customer Lifecycle
“Refer-a-friend”Nudge to First
Hail
“RASP”
Recover a
Stranded
Passenger
Nudge to Use
Again
0
ACQUISITION
Registration Engagement
Celebration
Rewarding
PERFORMANCE CRM SOCIAL

51. Social
!
Right message, right audience, right moment

57. PRODUCT

62. Brand
!
Invest up front
Let it permeate through every channel and everything you do.
!
Digital
!
Be early, stay fresh
!
Social
!
Right message, right audience, right moment

65. Global mHealth market

66. Global mHealth market
$20.7 billion by 2018

67. 29.1 million obese people in the EU !
may use mHealth solutions regularly in 2017

68. Europe will be the biggest mHealth market in 2017.
!
!

69. Europe will be the biggest mHealth market in 2017.
!
EU = $6.9 billion market opportunity

70. Europe will be the biggest mHealth market in 2017.
!
EU = $6.9 billion market opportunity
VS
US = $6.5 billion market opportunity

71. Content and application developers have an !
mHealth market opportunity of $2.6 billion.

72. 52% of patients want access to healthcare !
providers more conveniently/effectively.
PWC mHealth Report

73. Cultural Tension
People are not
at their best,
because they
are working so
hard they are not
focusing on the
things that really
matter.

74. Prospr’s Best Self
PROSPR helps
people to realise their
potential by giving
them the tools and
support they need to
become healthier,
happier and more
productive individuals.

75. PROSPR believes
that the world would
be a better place… if
people realised their
potential by focusing
on the things that
matter in life.

77. - Connect with a nutrition pro
- Track your food with pictures
- Get feedback on what you’re eating

78. - Answer simple questions about how your day
is going
- Get inspired with tips and encouragement
- See the results

79. - See what others around you are eating
- Stay inspired with encouragement and great
recipes

84. NUTRITIONIST

85. NUTRITIONIST
CLIENTS

86. NUTRITIONIST CONSUMER
CLIENTS

88. VALIDATION
•68% of our respondents said that they would be
likely or very likely to use Prospr
!
•Nutritionist team giving feedback and advice on
our proposals
!
•5 beta testers of MVP with client base of 200

89. WHERE ARE WE?
! ! " Core team selected
! ! " Initial UX design ready
! ! " Prototype built
! ! " Phase 1 customer validation completed
! ! " Secured advisor team
! ! " Android MVP build started and planned
completion for end July

90. OUR TEAM

91. ROB
CEO/FOUNDER
Business and marketing background and has start-up
experience (Hailo and Simply Zesty).

92. FABIO
LEAD ENGINEER
Experienced Senior Software Engineer with 10 years
developing in .NET and mobile technologies.

93. Wealth of knowledge and experience from working in the
nutrition and fitness industry for 12 years.
GARY
Bus Dev

94. Experienced marketing and business professional with
5+ years in the media industry.
DAVE
MARKETING/
OPERATIONS

95. ADVISORS
PAT PHELAN
TRUSTEV
NIALL HARBISON
PR SLIDES
LOVIN’ DUBLIN
IVAN MACDONALD
DIAL2DO
MYSAY
JIM CUMISKEY
PROJECT & PORTFOLIO
MANAGEMENT EXPERT
JOHNNY WALKER
HEALTH FOUNDERS
GLOBAL DIAGNOSTICS

96. THANK YOU
PROSPRHEALTH.COM
FACEBOOK.COM/PROSPRHEALTH
@PROSPRHEALTH

98. 10/06/14
Recent Developments in Matrix

99. Who are we?
!
!
Matrix Internet
We are a digital marketing and web agency based in Dublin.
!
We were formed in 2000 and we have a client base of approximately 700
organisations across many industries. We have a hugely experienced team of
business conscious professionals who can help you to achieve your goals.

100. The Problems
● Shops are finding it difficult connecting with customers
and engage with them.
!
● Wifi use is usually paid or clunky
!
● The Shop gains nothing from providing wifi

101. What do we propose

102. What do we propose
!
● Give reliable and secure wifi
!
● Make thee wifi easy to access
!
● Collect the Demographic information
!
● people pay with their demographic information

103. Its all about Data:
The Analytics on the backend help you understand what your users are
doing while on the Wifi.
!
Info Given
Gender
Age
Name
Email address
Social media info
Phone number
etc.

104. Case Study

105. What are the goals
!
!
!
1/ Connect to the customers coming in store.
!
2/ Provide a free Guest wifi service.
!
3/ Start building a following among their regulars.

106. Case Study
Facebook Followers

107. Case Study
Twitter Followers

108. Case Study
Form Sign ups

109. Stop, look and listen
Stephen O’Leary
Media Analyst
Growth Hackers Dublin 2014
!
Irish Times Building, July 10th 2014

112. Henry
Ford

113.
“If I had asked my customers what they wanted, they would have said a faster horse.”

115. In 2012, we started
tracking the following
phrases:

116. “I wish someone
invented…”

117. “If only there was a way
to…”

118. “Will somebody please
create a …”

119. “Will someone please
build…”

120. 10 phrases
!
24 months
!
250,000 results

121. Here’s what we found…

122. “…please invent…”

124. 2012

128. 2014

131. 2012

132. 2014

138. 2012

139. 2014

147. “I wish someone
invented…”

161. “I wish someone made…”

165. “Will someone please
create a…”

177. To conclude….

180. Thank You
Stephen O’Leary
Media Analyst
Growth Hackers Dublin 2014
!
Irish Times Building, July 10th 2014

181. Mick Crean

182. Michael Crean – Founder & IT & Operations Manager

183. About Me
!
• Worked in Auto industry then IT
• Founded MicksGarage.com while unemployed in 2003.
• IT Systems architect, software developer and operations
manager
• Involved in all aspects of business from Management, IT to
warehousing, Marketing, Customer Service, Voip Systems,
Fraud Control and everything in between.
• Technology, marketing, innovation and process are my passion

184. About MicksGarage.com
• Online retailer of car parts and accessories
• Technology company that sells information
• 42 Employees across IT, marketing, Warehousing, CS,
Accounting
• Sell to approx 70 countries on monthly basis
• 6+ million data records
• Average age of our employees is just under 30
• Innovation is key to our success
• We try to lead rather than follow with everything we do.

185. Website is your shop window
!
!
• Must be kept updated
• Must be kept clean
• Must be current
• Must entice customers to take a
further look

186.
“Its just a website, cant be that difficult”
▪ Infrastructure
Management
▪ Data Management
▪ Content Management
▪ Order Management
▪ Order Dispatch
▪ Customer Service
▪ Returns Management
▪ Fraud Management
▪ Pricing Strategies
▪ Marketing

187. Marketing
• Get Data Right – Its all about data
• Leaflet Drops (event hijacking)
• Google Adwords
• Facebook
• Radio
• PR
• Viral Video – Paddys Day
• Channel sales – challenge to convert to MG customers
• Dispatch product images – we send image to customers
• Garth Brooks Helpline (01-4404167)
• Dummy Products
• Tread Gain - Tread Gain
• Bren Tube - Bren Tube

188. Adwords
• Get Data Right – Its all about data
• Never bid for number 1 position
• Only run a ROI model
• Don’t use broad keywords to start with
• Make sure your ads and URLs are accurately targeted
• Use plenty negative keywords
• Don’t accept Googles suggested bid
• Get landing pages right
• Always split test ads
• Use call to action
• Adwords Automation

189. Automation is Key
• Get Data right, product categorization and tags
• Image automation – 360 images – Standard images
• Automatic PPC generation
• Simple barcode scanning to improve accuracy

190. Any Questions?

191. Free Lifetime Account Giveaway

192. Tuesday 29th of July
30 euro

193. A Special Thanks!
• The Irish Times!
• Hailo!
• GrowthHacker.tv!
• Simon Cockings, sarahpaddleswim.wordpress.com!
• John Healy, KindCitizen.org!
• Ajos, WildAnglePro.com!
• Ben Rice McCarthy, BenRiceMcCarthy.com!
• Aleksandra Nunes!
• Bob Boles

197. Analytics | User Experience (UX) | Search
Mobile | Web
http://T9.ie/offer