The document discusses Phil Woodward's background as a founder and CEO of HipSnip, a company that allows users to ask questions and get advice on mobile or web. It describes how HipSnip transitioned from a mobile-focused shopping app to a dual web and mobile platform. It also covers considerations for building a native mobile app versus a mobile web app, challenges of the consumer app space, and HipSnip's experience raising funding.

1. shopping questions, answered
Phil Woodward
Founder & CEO, HipSnip
phil@hipsnip.com
@WoodyPNR
Phil Woodward – phil@hipsnip.com – @WoodyPNR

2. My Background and HipSnip
How HipSnip got to where it is in web and mobile
The relationship between web and mobile
What’s the difference? Mobile web versus mobile app.
Is mobile-first right for you?
Key considerations and challenges.
Getting your app (/business) funded
My experience and the consumer app challenge...
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3. Background & experience
• 5 years strategy consultant
• Co-founded HipSnip in 2010
• Start-up Leadership Program
• Springboard London 2012
Phil Woodward • Two angel rounds for HipSnip
Founder, CEO
HipSnip
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Phil Woodward – phil@hipsnip.com – @WoodyPNR
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4. My business: HipSnip
Ask a question, get advice. On the web, or a mobile device.
Web app Mobile app
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Phil Woodward – phil@hipsnip.com – @WoodyPNR
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5. Designing the proposition
...can take time
Late 2010 / early 2011 – lots of pivots all mobile focused:
1. product registration app, 2. mobile marketing tool, 3. mobile
shopping notepad, 4. social shopping advice app
June 2011 – won Ericsson Application Awards
mobile shopping app to get advice on what to buy from experts
1st July 2011 – closed funding
redesigned HipSnip as desktop web and mobile app
April 2012 – Springboard 2012. Focus on B2B2C
August 2012 – closed 2nd seed round
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Phil Woodward – phil@hipsnip.com – @WoodyPNR
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6. My Background and HipSnip
How HipSnip got to where it is in web and mobile
The relationship between web and mobile
What’s the difference? Mobile web versus mobile app.
Is mobile-first right for you?
Key considerations and challenges.
Getting your app (/business) funded
My experience and the consumer app challenge...
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Phil Woodward – phil@hipsnip.com – @WoodyPNR
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7. There is only one Web...
...from a technical viewpoint ...with many different screen sizes
Small  Big
• Phones
• Tablets (7” and 10”)
• Laptops / desktops
• TV
 A question over User Interface – different ways of displaying
information and site interactions
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Phil Woodward – phil@hipsnip.com – @WoodyPNR
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8. Where & how is different
Relationship centred on occasion, functionality and content
creation
Mobile Tablet Desktop
Where / when Mobility drives more anywhere  work/home
occasions for use home, couch
is it used?
How is it used Use sensors & most  least
capabilities
for? Increased browsing research  purchase
convenience
What are they Different device types fast &  longer &
optimal for different simple complex
creating (or types of content
doing)? creation
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9. Native or Web? Differences:
Six differences to factor into your development process
Issue Native app Mobile web
Distribution App store No app store...
Monetisation App store No app store...
Ad platforms Ad platforms, other
User interface Native feel... Can be similar to
native (not WP7...)
Capabilities Access all the Limited access (for
phone’s features now)
Development Own dev process, Web: HTML5, CSS3
SDK and language etc
Versioning Requires upgrade All users on same v.
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10. Native or Web? Questions:
A number of key commercial questions to ask yourself in choosing
mobile web vs. native app
• What distribution channels are you using?
• What monetisation options are there?
• Do you require full device feature access?
• What range of mobile devices do you need to target?
• How important is native performance to the app?
• What is the budget?
• What are your personal technical capabilities?
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11. Broad marketing outreach
vs. distribution
Mobile web app Native mobile app
Marketing outreach Distribution
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12. My Background and HipSnip
How HipSnip got to where it is in web and mobile
The relationship between web and mobile
What’s the difference? Mobile web versus mobile app.
Is mobile-first right for you?
Key considerations and challenges.
Getting your app (/business) funded
My experience and the consumer app challenge...
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Phil Woodward – phil@hipsnip.com – @WoodyPNR
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13. Consumer app considerations
Proposition Commercials
What is the problem you are What will drive your KPI’s,
solving? desktop or mobile?
i.e. Where does mobile fit? e.g. Pinterest (content creation)
Is your application Native to Is mobile distribution best for
mobile? your business?
e.g. Instragram, Foursquare
Single channel: Apple, Android,
Is your application better or WP7 vs. multiple desktop options:
differentiated on mobile? PPC, social, SEO, partnerships...
e.g. Fitness / Diet apps, Path Is mobile monetisation easiest?
Mobile revenue below desktop:
CPM/CPC ads, affiliate etc
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14. Multiple UI challenges
When your app is not native to mobile, 2-3 UI’s may be needed, or
a responsive design. Both are difficult!!
Multiple UI Or responsive design
Mobile / Tablet / Desktop e.g. Trello
(iOS / Android / WP7 etc) ...but different native UI
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15. Our approach at HipSnip
First design:
Mobile user interface (Android and web app)
Immediately post 1st round:
Redesigned the site using the app as a starting point for dual desktop / mobile
web application
Immediately post 2nd round:
Now doing second major UI iteration, designing desktop first, mobile second
(we’re now better at product development)
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16. My Background and HipSnip
How HipSnip got to where it is in web and mobile
The relationship between web and mobile
What’s the difference? Mobile web versus mobile app.
Is mobile-first right for you?
Key considerations and challenges.
Getting your app (/business) funded
My experience and the consumer app challenge...
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Phil Woodward – phil@hipsnip.com – @WoodyPNR
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17. Our funding history
Seed round 1
Pre-product (Android app built, but thrown out day 1 post funding)
 All about the Team
Seed round 2
Pre-revenue, but with well developed sales pipeline (the demand
from business was proven)
 Team, Traction and Technology
Next round – growth...
 Traction, Team, Market Potential, Technology
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18. The consumer app challenge
“Ten million users is the new one million users” – C. Dixon, Aug ‘12
- 1000s of early stage consumer co’s funded in last 24 months
- Only a few dozen VC’s fund early stage consumer
- Facebook shares have roughly halved
- Some consumer hits hitting >10M users in record time
- Internet users have choice of thousands of apps
“If you are thinking of starting a non-transactional
consumer startup, be aware that you are entering
what is perhaps the most competitive sector in
tech in the last decade.”
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19. m-commerce insights
A few insights from Tradedoubler Connect 2012
71% research on mobile (once a month)
56% purchase on mobile at least once per month
• iphone: 55% research weekly, 21% purchase weekly
• Android: 30% research weekly, 11% purchase weekly
• Blackberry: 26% research weekly, 8% purchase
• Tablets: 50% research weekly, 42% purchase
• Average order ~€100 on mobile vs ~€250 on tablet
Tablet is mainly an at home, on couch device.
50% of smartphone users found purchasing a frustrating experience
63% use mobile at home, 31% at work, despite access to other devices
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20. Get in touch
always happy to help 
Phil Woodward
phil@hipsnip.com
@WoodyPNR
Phil Woodward – phil@hipsnip.com – @WoodyPNR