This document summarizes the scaling journey of Appiness Inc., a startup that provides an advertising and e-commerce platform. It outlines key milestones in the company's growth including funding amounts raised over time from business angels and private equity investors. The company grew from 440k in funding in May 2015 to over 1.6 million by October 2016 and non-equity assistance by January 2017. It provides tips for startups on choosing the right funding sources, joining competitions, defining markets and stakeholders, and becoming cash positive.

1. Scaling by failing
@Appiness_Inc
Michel De Wachter
Co-Founder

3. After six months
125,000 downloads
55% activity rate
Per month
3,000,000 product views
700,000 product clicks
8,000 baskets

7. 440k
May’15

8. 440k
1.1mio
May’15
Sep’15
2 business angels
Does the tech work?
Are Medialaan & BBDO interested to test?

9. 440k
1.1mio
1.6mio
May’15
Sep’15
Oct’16
2 business angels
Private equity
Is the tech and the company scalable?
Ready for international expansion?
Non-equity
assistance
Jan’17

10. 440k
1.1mio
1.6mio
Non-equity
assistance
Convertable loan
May’15
Sep’15
Oct’16
Jan’17
2 business angels
Private equity
Private equity
Aug’17
Waauw, crazy tech on the way
Gonna get cash positive
Possible game changer

11. 440k
1.1mio
1.6mio
Non-equity
assistance
Convertable loan
May’15
Sep’15
Oct’16
Jan’17
2 business angels
Private equity
Private equity
Aug’17
Investors buy the team
#warrants

12. 440k
1.1mio
1.6mio
Non-equity
assistance
Convertable loan
SERIES A
May’15
Sep’15
Oct’16
Jan’17
2 business angels
Private equity
Private equity
SMART MONEY
Aug’17
End of ‘18
Crazy tech
Cash positive
Game changer

13. Choose the right sort of
money based on the
lifecycle you are in

14. Get in money when you do
not need it just yet

15. Join competitions

16. 440k
1.1mio
1.6mio
Non-equity
assistance
Convertable loan
SERIES A
May’15
Sep’15
Oct’16
Jan’17
2 business angels
Private equity
Private equity
SMART MONEY
Aug’17
End of ‘18

17. Microsoft
Accelerator
Partnerships
’16 London selected ‘17 Winner ‘16 Sprockit
Startup Award
Winner Global New
Venture Challenge
’16 Seoul selected
Also

18. (work + team + network) x luck

19. All the good things a
marriage should have

20. BE THE
DUMMEST

21. Know your market(s)
Identify the stakeholders
Identify the stakeholders…all of them!!
Meet them all & use their knowledge

22. Know your market(s)
Identify the stakeholders
Identify the stakeholders…all of them!!
Meet them all & use their knowledge

23. Know your market(s)
Identify the stakeholders
Meet them all & use their knowledge

24. Know your market(s)
Identify the stakeholders
Meet them all & use their knowledge

25. Know your market(s)
Identify the stakeholders
Meet them all & use their knowledge
How are we impacting their business?

26. The Dark Ages

27. Right definition of the market
Step 1 for building up your network
Co-ownership
Right definition of value propositions

28. ‘no’ is the start, not the end

29. Make a file of all your stakeholders
Which roles are important for what
Who do we need to talk to
Who do we know that knows them

30. Make a file of all your stakeholders
Which roles are important for what
Who do we need to talk to
Who do we know that knows them

31. Make a file of all your stakeholders
Which roles are important for what
Who do we need to talk to
Who do we know that knows them

32. Make a file of all your stakeholders
Which roles are important for what
Who do we need to talk to
Who do we know that knows them

33. WHAT IMPACTS YOUR FUTURE?
Team
Prospects
Clients
Macro events
Competitors you know
Competitors you do not know
Your drive (perception)
Stuff
Law
Your market
Perception
Luck
Write out your strategy
Put everything in excel with different scenario’s
Put it in a pp and test it @ clients

34. Micro-manage your budget

35. Runway is a Religion

36. Become cash positive as
fast as you can

37. Are we there yet?

38. www.appiness.mobi
Let’s
redefine advertising & e-commerce