Beyond "Building a great mobile product", I give a presentation on how to grow your mobile audience for your startup. I use experience from consulting with startups and working on UpOut.

1. Grow your mobile audience
Practical tips for early-stage entrepreneurs

2. A little about me…
•
Runs a rev-gen biz.
•
We do a lot of FB ads.
•
I help other startups with
mobile acquisition.
•
Believes mobile is for pros
+ web is better for
beginners.

3. A little about you…
… building for an American/Euro audience
… not a game (likely utility + local)
… have a limited paid acquisition budget

4. Lesson #1
Mobile customer acquisition isn’t that
different from any customer acquisition.

5. Lesson #2
The key to success is defining success.

6. rough math time!
Lowball CPI = $3
if LTV < CPI
then ERROR

7. Lesson #3
“Build and they will come” is the exception

8. Things that don’t work…
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Excessive App Store Optimization.
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3rd party app stores, nearby apps & passbook.
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Going/hosting events.
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Adding a share button.
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QR Codes

9. Things you can do…
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Small app size
•
ASO = good ratings, opens, basic text
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Press (esp. for techies in their 20s)
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Be a really cool app (ie. Shazam)

10. Lesson #4
Ads work but take some skill.

11. Use Facebook Ads. Period.
Nothing else will work in your budget.

12. FB Ads 101
•
If your target on FB is over 500,000 people …
you’re going to get a lot of click fraud.
•
Budget a minimum of $10,000 for testing only.
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Do newsfeed ads with viral pictures.
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Reasonable CPI is $0.75 - $7.00.

13. Now for some good organic channel examples…

14. Refer for $$$
Venmo, Uber, Lyft, Sidecar, Flywheel

15. Local Network Affect
Tinder, Lulu, Foursquare

16. Spammy Invite Your Friends
Hangtime, Candy Crush Saga

17. Grow on other channels
#kik, #kikme, #snapchatme

18. How to find new channels
•
Mobile focused (Web to mobile conversion is
crap.)
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Targeted is more important on mobile.

19. Targeted Email Ad Campaigns

20. Reply to problems on Twitter

21. Martin@UpOut.com
We’re hiring.