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PREPARE TO JOIN THE APP MILLIONAIRES CLUB
CASUAL CONNECT SINGAPORE
MARTIN MACMILLAN, CEO
Prepare to Join the App Millionaires Club 2
WHO ARE WE?
PollenVC is a FinTech company, founded in 2014,
which is disrupting payments in the app economy with
a new data driven lending model
We offer app and game developers access to an
ecosystem of services which enable them to accelerate
growth
We offer a new type of flexible and non-dilutive
financing for developers
Offices in London, San Francisco, Amsterdam and
Helsinki
3
WHAT DO WE DO?
Early access to funds
Funding marketing spend
Unbiased Guidance - Pollen360
We give app developers early access to revenues they’ve earned
from the app stores, so they can rapidly reinvest in the resources
they need to grow their business faster
Prepare to Join the App Millionaires Club
THE MILLIONAIRES INDEX
AUTHORSHIP AND DATE / VERSIONING INFO
AUTHORSHIP AND DATE / VERSIONING INFO
AUTHORSHIP AND DATE / VERSIONING INFO
AUTHORSHIP AND DATE / VERSIONING INFO
9
Everyone knows the stories about a few apps that go viral
with no promotion.
For the 99.9% of all other apps launched, it’s necessary to
spend to acquire users.
THE REALITY IS THAT YOU
NEED TO SUPPORT YOUR
APP WITH PAID UA
Prepare to Join the App Millionaires Club
10
THE USER ACQUISITION CONUNDRUM
Unless you have worked out an ROI positive way to spend money
on paid UA, no amount of VC or external investment will get you
the result you need.
FACT
Prepare to Join the App Millionaires Club
11
THE OPPORTUNITY:
PLATFORMS ONLY PAY OUT
REVENUE UP TO 60+ DAYS
AFTER YOU’VE EARNED IT.
LAUNCH
You’re earning money from day 1
This is your money
trapped in the payment system
Platforms release
your cash…
Prepare to Join the App Millionaires Club
Prepare to Join the App Millionaires Club 12
LAUNCH SCALE OPTIMISE
MAJOR CASH FLOW EVENTS
Prepare to Join the App Millionaires Club 13
THE IMPACT OF CASH ON UA
• $1.50 LTV [365 day max]
• $1.00 CPI
• 5,000 Installs/Day
Assumptions:
Prepare to Join the App Millionaires Club 14
LTV PROFILE
$0.00	
$0.20	
$0.40	
$0.60	
$0.80	
$1.00	
$1.20	
$1.40	
$1.60	
1	
11	
21	
31	
41	
51	
61	
71	
81	
91	
101	
111	
121	
131	
141	
151	
161	
171	
181	
191	
201	
211	
221	
231	
241	
251	
261	
271	
281	
291	
301	
311	
321	
331	
341	
351	
361	
Days	from	Launch	
Example	LTV	Curve
Prepare to Join the App Millionaires Club 15
PLATFORM REVENUE PAYMENTS
Payments
$0
$40,000
$80,000
$120,000
$160,000
$200,000
Week After Launch
0 4 8 12 16 20 24 28 32 36 40 44 48 52
Prepare to Join the App Millionaires Club 16
NET CASH POSITION
NetCashPosition
-$400,000
-$320,000
-$240,000
-$160,000
-$80,000
$0
$80,000
$160,000
Weeks After Launch
0 4 8 12 16 20 24 28 32 36 40 44 48 52
Net Cash Position
first becomes
Positive
First App Store
payment hits bank
account
Spending $5,000/
day on ads
Prepare to Join the App Millionaires Club 17
USING UNPAID REVENUE
NetCashPosition
-$400,000
-$320,000
-$240,000
-$160,000
-$80,000
$0
$80,000
$160,000
$240,000
$320,000
$400,000
Weeks After Launch
0 4 8 12 16 20 24 28 32 36 40 44 48 52
Net Position Net Position w Revenue Recycling
Recycling revenue allows you to
stay cash flow positive with a
starting budget less than half the
size
Prepare to Join the App Millionaires Club 18
HOW TO FINANCE GROWTH
VENTURE FUNDING
Product
Team
Acquisitions
DEBT FUNDING
Marketing/Paid User
Acquisition
Financing projected
cash flow
19
HOW DO DEVELOPERS BENEFIT?
Do more with your money at an earlier stage
Keep control of your business
Remove ad network credit hassles
Unbiased training to make sure you maximise your
return on UA
Prepare to Join the App Millionaires Club
CASE STUDY: PIXONIC
Top 100 Grossing Game on iOS
Founder: Philipp Gladkov
Offices: Berlin, Moscow
Company Size: 55
Backed By: Kite Ventures, TA Associates
Known For: Walking War Robots (iOS + Android)
Prepare to Join the App Millionaires Club
Prepare to Join the App Millionaires Club 21
“Working with Pollen made it possible to increase
the revenue of our game Walking War Robots
sixfold and to double the size of our team. I think
that Pollen offers a great opportunity to game
studios that require a boost in development.” -
Philipp Gladkov, CEO, Pixonic
Launch Budget: $100,000
Reinvestment Rate: 40-85% weekly
REINVESTING REVENUE IN GROWTH
• Reinvested revenue 30-67 days earlier
• With an identical cash position, with Pollen Walking
War Robots Revenue to 3x more over 10 months
$0
$8,000
$16,000
$24,000
$32,000
$40,000
1 2 3 4 5 6 7 8 9 10
With Pollen Without Pollen
*indexed figures
Prepare to Join the App Millionaires Club 2222
Reinvest directly
into advertising
Acquire more users
faster
Draw down earnings
on a daily basis
A NEW WAY…
THANK YOU
martin@pollen.vc
@PollenVC

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Prepare to join the App Millionaires Club

  • 1. PREPARE TO JOIN THE APP MILLIONAIRES CLUB CASUAL CONNECT SINGAPORE MARTIN MACMILLAN, CEO
  • 2. Prepare to Join the App Millionaires Club 2 WHO ARE WE? PollenVC is a FinTech company, founded in 2014, which is disrupting payments in the app economy with a new data driven lending model We offer app and game developers access to an ecosystem of services which enable them to accelerate growth We offer a new type of flexible and non-dilutive financing for developers Offices in London, San Francisco, Amsterdam and Helsinki
  • 3. 3 WHAT DO WE DO? Early access to funds Funding marketing spend Unbiased Guidance - Pollen360 We give app developers early access to revenues they’ve earned from the app stores, so they can rapidly reinvest in the resources they need to grow their business faster Prepare to Join the App Millionaires Club
  • 5. AUTHORSHIP AND DATE / VERSIONING INFO
  • 6. AUTHORSHIP AND DATE / VERSIONING INFO
  • 7. AUTHORSHIP AND DATE / VERSIONING INFO
  • 8. AUTHORSHIP AND DATE / VERSIONING INFO
  • 9. 9 Everyone knows the stories about a few apps that go viral with no promotion. For the 99.9% of all other apps launched, it’s necessary to spend to acquire users. THE REALITY IS THAT YOU NEED TO SUPPORT YOUR APP WITH PAID UA Prepare to Join the App Millionaires Club
  • 10. 10 THE USER ACQUISITION CONUNDRUM Unless you have worked out an ROI positive way to spend money on paid UA, no amount of VC or external investment will get you the result you need. FACT Prepare to Join the App Millionaires Club
  • 11. 11 THE OPPORTUNITY: PLATFORMS ONLY PAY OUT REVENUE UP TO 60+ DAYS AFTER YOU’VE EARNED IT. LAUNCH You’re earning money from day 1 This is your money trapped in the payment system Platforms release your cash… Prepare to Join the App Millionaires Club
  • 12. Prepare to Join the App Millionaires Club 12 LAUNCH SCALE OPTIMISE MAJOR CASH FLOW EVENTS
  • 13. Prepare to Join the App Millionaires Club 13 THE IMPACT OF CASH ON UA • $1.50 LTV [365 day max] • $1.00 CPI • 5,000 Installs/Day Assumptions:
  • 14. Prepare to Join the App Millionaires Club 14 LTV PROFILE $0.00 $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 $1.40 $1.60 1 11 21 31 41 51 61 71 81 91 101 111 121 131 141 151 161 171 181 191 201 211 221 231 241 251 261 271 281 291 301 311 321 331 341 351 361 Days from Launch Example LTV Curve
  • 15. Prepare to Join the App Millionaires Club 15 PLATFORM REVENUE PAYMENTS Payments $0 $40,000 $80,000 $120,000 $160,000 $200,000 Week After Launch 0 4 8 12 16 20 24 28 32 36 40 44 48 52
  • 16. Prepare to Join the App Millionaires Club 16 NET CASH POSITION NetCashPosition -$400,000 -$320,000 -$240,000 -$160,000 -$80,000 $0 $80,000 $160,000 Weeks After Launch 0 4 8 12 16 20 24 28 32 36 40 44 48 52 Net Cash Position first becomes Positive First App Store payment hits bank account Spending $5,000/ day on ads
  • 17. Prepare to Join the App Millionaires Club 17 USING UNPAID REVENUE NetCashPosition -$400,000 -$320,000 -$240,000 -$160,000 -$80,000 $0 $80,000 $160,000 $240,000 $320,000 $400,000 Weeks After Launch 0 4 8 12 16 20 24 28 32 36 40 44 48 52 Net Position Net Position w Revenue Recycling Recycling revenue allows you to stay cash flow positive with a starting budget less than half the size
  • 18. Prepare to Join the App Millionaires Club 18 HOW TO FINANCE GROWTH VENTURE FUNDING Product Team Acquisitions DEBT FUNDING Marketing/Paid User Acquisition Financing projected cash flow
  • 19. 19 HOW DO DEVELOPERS BENEFIT? Do more with your money at an earlier stage Keep control of your business Remove ad network credit hassles Unbiased training to make sure you maximise your return on UA Prepare to Join the App Millionaires Club
  • 20. CASE STUDY: PIXONIC Top 100 Grossing Game on iOS Founder: Philipp Gladkov Offices: Berlin, Moscow Company Size: 55 Backed By: Kite Ventures, TA Associates Known For: Walking War Robots (iOS + Android) Prepare to Join the App Millionaires Club
  • 21. Prepare to Join the App Millionaires Club 21 “Working with Pollen made it possible to increase the revenue of our game Walking War Robots sixfold and to double the size of our team. I think that Pollen offers a great opportunity to game studios that require a boost in development.” - Philipp Gladkov, CEO, Pixonic Launch Budget: $100,000 Reinvestment Rate: 40-85% weekly REINVESTING REVENUE IN GROWTH • Reinvested revenue 30-67 days earlier • With an identical cash position, with Pollen Walking War Robots Revenue to 3x more over 10 months $0 $8,000 $16,000 $24,000 $32,000 $40,000 1 2 3 4 5 6 7 8 9 10 With Pollen Without Pollen *indexed figures
  • 22. Prepare to Join the App Millionaires Club 2222 Reinvest directly into advertising Acquire more users faster Draw down earnings on a daily basis A NEW WAY…