The document discusses the funding gap that app and game developers face when trying to acquire users through paid user acquisition (UA) campaigns. Developers need funding to reinvest in UA in order to acquire more users, but they often cannot access funding from traditional sources like venture capital, credit cards, or publishers. This funding gap means that many great apps and games are never able to reach their full potential. The document proposes that developers could use funding based on their daily app revenue to directly reinvest in UA campaigns and acquire more users in a self-funding cycle. It emphasizes the importance of testing UA strategies to understand user metrics before launching large campaigns.
Bootstrap, Angel or Venture: Determining the Right Financing Strategy for You...Judy Loehr
This presentation was shared at Dreamforce 2016 to help early-stage cloud business application startup teams understand how investors will evaluate their markets so they can plan the right financing strategy from the beginning.
How to use your CRM for upselling and cross-sellingRedspire Ltd
In order to really boost your business you need to be upselling and cross-selling to the customers who you know can best increase your margins.
While CRM is a great toolbox for the complete sales cycle - cold prospect to red-hot lead - Customer Relationship Management needs to be looked at from another perspective: cross-selling and up-selling. In today’s market, concentrating on the customers who know you best can increase turnover and margins faster than any headline-grabbing push into new sales territories.
An Overlooked Part of Outdoor Industry Retail? DataGoSpotCheck
The right software gives independent reps the tools to examine brand management strategy and ensure that crucial field data is collected. Planograms, displays and visual merchandising are three components of retail that are vital to the outdoor industry. Similarly, initiatives directly involving sales reps and brand ambassadors need to be monitored and examined, to ensure optimal results. The following aspects of outdoor industry retail can be enhanced with mobile data collection.
Vendor contracts: Many vendor contracts allow independent reps to put products on sale, given a certain time window. The goal of vender contracts is often to maintain brand consistency – through pricing and related marketing efforts. As such, vendor contracts can be extremely comprehensive, and SaaS tools ensure retailers follow the outlined regulations.
Demos: Field reps often perform demos and need to gather real-time information surrounding the success of the event. Data points regarding sales, reviews and marketing can be extremely helpful for brands spending time and money for demos and sampling.
Seasonal promotions: Seasonal merchandising, especially relevant with the holidays approaching, needs to be optimized. The last two months of the year offer an extremely small time window with tremendous opportunity.
Monitoring competition: SaaS tools should help gather insight surrounding internal data as well as competitive intel. Track competition to better understand the market and related customer needs and demands.
Product Led Growth (PLG) is a go-to-market strategy that relies on product usage as the primary driver of acquisition, conversion and expansion. Learn why we're now in the end user era and how your org can adapt.
Bootstrap, Angel or Venture: Determining the Right Financing Strategy for You...Judy Loehr
This presentation was shared at Dreamforce 2016 to help early-stage cloud business application startup teams understand how investors will evaluate their markets so they can plan the right financing strategy from the beginning.
How to use your CRM for upselling and cross-sellingRedspire Ltd
In order to really boost your business you need to be upselling and cross-selling to the customers who you know can best increase your margins.
While CRM is a great toolbox for the complete sales cycle - cold prospect to red-hot lead - Customer Relationship Management needs to be looked at from another perspective: cross-selling and up-selling. In today’s market, concentrating on the customers who know you best can increase turnover and margins faster than any headline-grabbing push into new sales territories.
An Overlooked Part of Outdoor Industry Retail? DataGoSpotCheck
The right software gives independent reps the tools to examine brand management strategy and ensure that crucial field data is collected. Planograms, displays and visual merchandising are three components of retail that are vital to the outdoor industry. Similarly, initiatives directly involving sales reps and brand ambassadors need to be monitored and examined, to ensure optimal results. The following aspects of outdoor industry retail can be enhanced with mobile data collection.
Vendor contracts: Many vendor contracts allow independent reps to put products on sale, given a certain time window. The goal of vender contracts is often to maintain brand consistency – through pricing and related marketing efforts. As such, vendor contracts can be extremely comprehensive, and SaaS tools ensure retailers follow the outlined regulations.
Demos: Field reps often perform demos and need to gather real-time information surrounding the success of the event. Data points regarding sales, reviews and marketing can be extremely helpful for brands spending time and money for demos and sampling.
Seasonal promotions: Seasonal merchandising, especially relevant with the holidays approaching, needs to be optimized. The last two months of the year offer an extremely small time window with tremendous opportunity.
Monitoring competition: SaaS tools should help gather insight surrounding internal data as well as competitive intel. Track competition to better understand the market and related customer needs and demands.
Product Led Growth (PLG) is a go-to-market strategy that relies on product usage as the primary driver of acquisition, conversion and expansion. Learn why we're now in the end user era and how your org can adapt.
Over the past few decades, buyer power shifted from the executive to the end user. OV's Kyle Poyar explains how this shift occurred and how product led growth is how you adapt.
Increase Customer Engagement With Salesforce Marketing CloudCloud Analogy
Salesforce Marketing Cloud provides a secure and scalable platform to track and report every step of the journey of your customers, manage marketing campaigns, and interact with the customers.
Watch this guide to know more details about Salesforce Marketing Cloud.
Choosing the Right Solution: When to Use Pardot, Marketing Cloud, or BothDreamforce
Whether you're marketing a B2B or B2C business--and regardless of your company's size or industry--Salesforce has several solutions to help you achieve your goals. Join us to discover the ideal fit for your needs. In this session, we'll guide you through the questions you should ask yourself so that you can determine if you should use Pardot, Marketing Cloud, or both.
VWO’s eCommerce Consumer Survey Report for 2017 dives deep into the challenges associated with eCommerce. The report also covers how enterprises can address these challenges, and understand what makes a customer tick and stick with an eCommerce venture.
Here’s a brief of what the report entails:
- Challenges faced by eCommerce enterprises at various stages of a customer lifecycle
- Business expansion challenges
- Low conversion rate
- Importance of mobile optimization
- Omnichannel approach in the eCommerce industry
Order and inventory fulfilment
Productledgrowthconference.com
Make the transition
Product-Led Growth is the future of SaaS. Learn how to deliver stellar product experiences, that will make your users keep coming back for more.
The Product Led Growth Conference, featuring both local and international speakers, will share global best practices, case studies and goal-oriented approaches to help your organization make the Product-Led transition.
The Conference
What drives Customer Experience? How is possible for product teams to build and deliver products customers love? How can internal teams make the product their main growth lever that will help them anticipate customers’ needs?
The Product-Led Growth Conference is one of the first European conferences, addressing a competing set of strategies organizations can adopt when making the transition to a Product-Led GTM (go-to-market) model.
Its agenda will explore all the aspects affecting customer experience and how the product itself can become the main growth lever. The event is a unique opportunity to engage with remarkable product-driven practitioners across Europe and learn firsthand the best practices around Product-Led Growth.
Key Themes
Product-Led Transformation
What changes Product-Led Growth brings on the table? How those changes affect customer experience? Which internal practices and deliverables need to be reconsidered? This section analyzes how the Product-Led era affects internal and GTM practices.
Customer Feedback
When adopting a customer-centric approach the ongoing collection of customer feedback is imperative. This section dives into what feedback organizations should collect and the KPIs that should be monitored.
Product Strategy
Overarching practices and frameworks Product Management should employ when delivering a Product-Led GTM strategy.
Developer-focused tools can greatly improve organic discovery and conversion by ensuring that their documentation acts as a side-door to the product.
Often, developer documentation is so product and feature focused that it doesn’t answer the question ”What’s in it for me with this product?”
We researched 20+ developer-focused products’ documentation using the internet archive to understand trends and best practices used by top companies in the space.
It’s important to note that this is a follow on to our Developer Buyer Journey, and we recommend reviewing that first.
Digital marketing ROI - An introduction to attribution modellingDifferent Spin
To help you get started in the potentially daunting realm of attribution modelling, we’ve crafted this whitepaper to explore what it is and how you can implement it for your business. We go through some of the most common attribution models and help define which of these is likely to be the best starting point for you.
Marketing automation platforms like Marketo Engage offer marketers huge advantages in efficiency and performance. Yet, many companies struggle to manage and operate these platforms at the speed and scale their businesses demand.
In this session, we’ll unpack some of the main challenges holding MOps professionals back, and share tips and tricks that can help you avoid common stumbling blocks. You’ll come away with fresh insights and an action plan for managing your marketing operations with greater efficiency and agility.
Top Tips include:
- Keys to aligning one of the biggest gaps: people and process
- How to gain efficiencies and streamline your MOPs process
- When to consider adopting a Center of Excellence (COE)
- Tips to assess your company’s demand generation maturity
Continual user experience optimisation: A guide to excellenceCRMT Digital
Aiming for continual improvement of marketing performance with data aggregation techniques.
Marketing operations brings together two or more departments to unlock business value. Done right, it works brilliantly. But there’s another idea that goes even further… uniting ALL departments for the benefit of the customer.
The basic ideas behind customer experience management (CEM or CXM) go back to old masters like Caples and Kotler. But it’s only in the last decade or so that technology has made them quantifiable. Modern data aggregation techniques, informing campaign creativity with data-driven customer insights, means CI for CX isn’t an end-of-project tickbox any more. It’s now a continual process.
This Slideshare shows you how it works.
What Happened After SaaS Companies Introduced Free Offerings Last YearOpenView
2020 was the year of free. And 2021 is the year of reaping the rewards. Let's dig into what happened when SaaS companies started to give away their products.
Playcrafting - Mastering The Art Of Scaling Your Mobile GamePollen VC
At Pollen, we work with a lot of studios when they’re launching or scaling their game. Often times, we come across studios that make amazing games but just don’t know how to capitalize on the business side. We hope that by the end of this class, you’ll be well equipped to maximize your game’s potential
Over the past few decades, buyer power shifted from the executive to the end user. OV's Kyle Poyar explains how this shift occurred and how product led growth is how you adapt.
Increase Customer Engagement With Salesforce Marketing CloudCloud Analogy
Salesforce Marketing Cloud provides a secure and scalable platform to track and report every step of the journey of your customers, manage marketing campaigns, and interact with the customers.
Watch this guide to know more details about Salesforce Marketing Cloud.
Choosing the Right Solution: When to Use Pardot, Marketing Cloud, or BothDreamforce
Whether you're marketing a B2B or B2C business--and regardless of your company's size or industry--Salesforce has several solutions to help you achieve your goals. Join us to discover the ideal fit for your needs. In this session, we'll guide you through the questions you should ask yourself so that you can determine if you should use Pardot, Marketing Cloud, or both.
VWO’s eCommerce Consumer Survey Report for 2017 dives deep into the challenges associated with eCommerce. The report also covers how enterprises can address these challenges, and understand what makes a customer tick and stick with an eCommerce venture.
Here’s a brief of what the report entails:
- Challenges faced by eCommerce enterprises at various stages of a customer lifecycle
- Business expansion challenges
- Low conversion rate
- Importance of mobile optimization
- Omnichannel approach in the eCommerce industry
Order and inventory fulfilment
Productledgrowthconference.com
Make the transition
Product-Led Growth is the future of SaaS. Learn how to deliver stellar product experiences, that will make your users keep coming back for more.
The Product Led Growth Conference, featuring both local and international speakers, will share global best practices, case studies and goal-oriented approaches to help your organization make the Product-Led transition.
The Conference
What drives Customer Experience? How is possible for product teams to build and deliver products customers love? How can internal teams make the product their main growth lever that will help them anticipate customers’ needs?
The Product-Led Growth Conference is one of the first European conferences, addressing a competing set of strategies organizations can adopt when making the transition to a Product-Led GTM (go-to-market) model.
Its agenda will explore all the aspects affecting customer experience and how the product itself can become the main growth lever. The event is a unique opportunity to engage with remarkable product-driven practitioners across Europe and learn firsthand the best practices around Product-Led Growth.
Key Themes
Product-Led Transformation
What changes Product-Led Growth brings on the table? How those changes affect customer experience? Which internal practices and deliverables need to be reconsidered? This section analyzes how the Product-Led era affects internal and GTM practices.
Customer Feedback
When adopting a customer-centric approach the ongoing collection of customer feedback is imperative. This section dives into what feedback organizations should collect and the KPIs that should be monitored.
Product Strategy
Overarching practices and frameworks Product Management should employ when delivering a Product-Led GTM strategy.
Developer-focused tools can greatly improve organic discovery and conversion by ensuring that their documentation acts as a side-door to the product.
Often, developer documentation is so product and feature focused that it doesn’t answer the question ”What’s in it for me with this product?”
We researched 20+ developer-focused products’ documentation using the internet archive to understand trends and best practices used by top companies in the space.
It’s important to note that this is a follow on to our Developer Buyer Journey, and we recommend reviewing that first.
Digital marketing ROI - An introduction to attribution modellingDifferent Spin
To help you get started in the potentially daunting realm of attribution modelling, we’ve crafted this whitepaper to explore what it is and how you can implement it for your business. We go through some of the most common attribution models and help define which of these is likely to be the best starting point for you.
Marketing automation platforms like Marketo Engage offer marketers huge advantages in efficiency and performance. Yet, many companies struggle to manage and operate these platforms at the speed and scale their businesses demand.
In this session, we’ll unpack some of the main challenges holding MOps professionals back, and share tips and tricks that can help you avoid common stumbling blocks. You’ll come away with fresh insights and an action plan for managing your marketing operations with greater efficiency and agility.
Top Tips include:
- Keys to aligning one of the biggest gaps: people and process
- How to gain efficiencies and streamline your MOPs process
- When to consider adopting a Center of Excellence (COE)
- Tips to assess your company’s demand generation maturity
Continual user experience optimisation: A guide to excellenceCRMT Digital
Aiming for continual improvement of marketing performance with data aggregation techniques.
Marketing operations brings together two or more departments to unlock business value. Done right, it works brilliantly. But there’s another idea that goes even further… uniting ALL departments for the benefit of the customer.
The basic ideas behind customer experience management (CEM or CXM) go back to old masters like Caples and Kotler. But it’s only in the last decade or so that technology has made them quantifiable. Modern data aggregation techniques, informing campaign creativity with data-driven customer insights, means CI for CX isn’t an end-of-project tickbox any more. It’s now a continual process.
This Slideshare shows you how it works.
What Happened After SaaS Companies Introduced Free Offerings Last YearOpenView
2020 was the year of free. And 2021 is the year of reaping the rewards. Let's dig into what happened when SaaS companies started to give away their products.
Playcrafting - Mastering The Art Of Scaling Your Mobile GamePollen VC
At Pollen, we work with a lot of studios when they’re launching or scaling their game. Often times, we come across studios that make amazing games but just don’t know how to capitalize on the business side. We hope that by the end of this class, you’ll be well equipped to maximize your game’s potential
This Powerpoint slide show was created for the course OT 431 Leadership I for Master's level occupational therapy students at the University of Tennessee Health Science Center.
COSA SONO E COME FUNZIONANO I CSS
Rielaborazione delle slide utilizzate nei miei vecchi seminari sui CSS.
Licenza Creative Commons < http://creativecommons.org/licenses/by-nc-nd/3.0/ >
Introduzione ai CSS by Gianluca Troiani is licensed under a Creative Commons Attribuzione - Non commerciale - Non opere derivate 3.0 Unported License.
Based on a work at www.constile.org.
Permissions beyond the scope of this license may be available at http://www.constile.org/res/introcss.html.
Mobile World Congress 2015 Highlights by ModiratesTuncay Tuncer
The important Highlights From Mobile World Congress 2015 by Modirates.com. We focus on new technologies, FinTech and Trends this year on mobile world congress.
You keep saying mobile (I do not think it means what you think it means)Alberta Soranzo
In this session took a look at how real people use the internet, be it directly or through a connected device and how task performance and engagement levels are directly connected to the quality of the information made available. We explores ways to personalize content delivery and increase utilization and relevance of services provided, and how to engage and support users in their journey through an experience, while attending to the specific details of a business or service proposition.
We also went under the hood to understand how to structure content to make it adaptive, how to organize it to make it findable, what the specific challenges and opportunities of the mobile space are and how to create outstanding experiences that integrate seamlessly in a true cross-channel strategy.
How messaging apps are changing the way we communicate1000heads
Mobile messaging is big, but how are messaging apps changing the way we communicate? From Snapchat to Slingshot, Bolt and other up and comers, we're going from a static, text-first activity to a mobile, visual-first habit.
Event Report - Informatica Informatica World 2016Holger Mueller
Learn about theTop 3 Takeaways Constellation Research analyst Holger Mueller has distilled from Informatica Informatica World 2016, happening in San Francisco, May 23rd till 26th 2016.
Prepare to join the App Millionaires ClubPollen VC
Martin Macmillan presentation from Casual Connect Asia 2016. Popular reports suggest you need a high app store chart position to guarantee your game gets the visibility it needs to succeed. However, Pollen VC's research has found that outside the Top 25 app store rankings, an increasing number of games are generating more than a million dollars in revenue a year. Martin Macmillan will discuss how they do it and how you should prepare for launch to ensure that your game is a success.
A graduate of HEC International Business School, Patrick co-founded Directinet (France’s leading email marketing company) in 2000 and headed Product Innovation & Studies. He assisted several key accounts with their segmentation, eCRM and data enrichment strategy and was the inventor of Email Appending and of the Dynamic Prospecting Database, two disruptive solutions in the sector.
In 2010, Patrick co-founded Ad4Screen, the French leader in performance-based mobile marketing, now based in the UK. 200 clients have already chosen Ad4Screen’s unique technologies. Ad4Perf is a mobile acquisition and tracking platform, helping advertisers acquire more quality app users at reduced cost. Ad4Push is a Mobile CRM tool delivering multi-OS push notifications and in-app messages.
At Ad4Screen, Patrick is responsible for designing technologies that optimize performance in mobile acquisition and retention.
Pre-Con Education: How to Deliver a "5-Star" Mobile App Experience With CA ...CA Technologies
CA Mobile App Analytics combines app performance management, developer analytics and usage analytics in a single tool. In this session, you will see how to use CA Mobile App Analytics to understand the overall user experience of your mobile application. The analytics provided will enable you to continuously improve the user experience of your mobile app, a critical part of achieving the coveted 5-Star rating. Attendees will be provided a detailed overview of the solution, along with an instructor lead demo showing how easy it is to take an existing iOS mobile application and add the power of CA Mobile Analytics with CA Application Performance Management integration.
For more information, please visit http://cainc.to/Nv2VOe
Need to get more of your app users to become buyers? This new study uncovers how. For app marketers, the pressure for more revenue is intense. This eguide will help you spot and understand your biggest app growth challenges, and how you can use in-app consumer data and marketing attribution to increase ROI now.
Based upon an examination of the the conversion paths of dozens of apps worldwide, this paper will reveal the four most common PROBLEM FUNNELS - where real impediments are preventing all the purchases that these businesses need.
Which of the problem funnels is most like your business? Is it:
The "Blown-Out Umbrella" Funnel - What happens when marketers focus solely on installs
The "Where Is It? Funnel" - Where the ratios of install to engagement to purchase are good but the user base is too small
The "Bulging" Funnel - where your app drives great engagement but falls down at the purchase stage
The "Python" Funnel - you've found a responsive core audience, but haven't expanded beyond that
Understand the bottlenecks that limit your app revenue, and how you can use in-app consumer data and marketing attribution to increase ROI now.
It's Time to Fix Your Conversion FunnelJames Nichols
Everyone's familiar with the simple concept of a buying funnel. But unfortunately, not everyone's funnel is shaped like it should be. Especially in the mcommerce app business. Apsalar has analyzed dozens of leading apps to uncover the key bottlenecks that stand between an install and a purchase.
Which of the buying funnels is most like your business? Is it:
The "Blown-Out Umbrella" Funnel - What happens when marketers focus solely on installs
The "Where Is It? Funnel" - Where the ratios of install to engagement to purchase are good but the user base is too small
The "Bulging" Funnel - where your app drives great engagement but falls down at the purchase stage
The "Python Funnel" - you've found a responsive core audience, but haven't expanded beyond that
For app marketers, the pressure for more revenue is intense. This eguide will help you spot and understand the bottlenecks that limit your app revenue, and how you can use in-app consumer data and marketing attribution to increase ROI now.
Best Practices for Channel Incentive ProgramsChannelinsight
Our purpose here is to examine channel incentive programs for best practices. What types of programs are manufacturers and
vendors using today? Which programs do channel partners respond to, and why? How do you measure success? How can
programs be improved? We’ll answer these questions and more,
drawing on experience and research conducted with practitioners who derive a majority of their income from the channel.
Scaling Your Software Sales: A Guide to the AppDirect Monetization SuiteAppDirect
AppDirect is a leader of cloud service commerce and works with Microsoft, Comcast, Zendesk, Box, and others to enable seamless global distribution of cloud services. Join our Head of Business Development, Paul Arnautoff, as he explores the AppDirect Monetization Suite. Tune in as we share how your business can benefit from the only end-to-end monetization solution for cloud service commerce.
WHAT YOU'LL LEARN IN THE WEBINAR:
- How our flexible and modular monetization solution can support your business at every stage of growth
- The tools that software vendors are using to accelerate sales of both their core and complementary products
- How the AppDirect Monetization Suite can be used to support your partner programs
11 pre and post launch mobile app marketing pitfalls to avoid Expert Seo
http://www.theexpertseo.com/internet-marketing/iphone-applications-marketing.html....
Search engine optimization, or SEO, is the leading method of internet marketing used to attract relevant visitors to your website. SEO techniques ensure that your website is highly ranked on search results for queries related to your business.
Pickup and Delivery App Development in 2024: Steps, Cost, Tech StackZimbleCodeAustralia
Creating a pickup and delivery app necessitates an efficient and clean coding strategy, along with optimal resource utilization. Often, business owners encounter pitfalls in the initial development stages.
Therefore, you must hire a reliable on-demand pickup & delivery app development company like ZimbleCode. They prioritize understanding your business requirements and delivering tailored digital solutions that are customizable, robust, scalable, and cost-effective. To learn more, schedule a call with professional experts today!
PollenVC Pocket Gamer Connects London 2020 Pollen VC
Ready to Scale? What to focus on before pushing the button. We provide lines of credit to developers which enable them to fund their business better and grow using paid UA Our model is a flexible and non-dilutive alternative to equity financing, allowing developers to retain control while growing their business Our mission is to get start-ups to think about capital efficiency, using the right type of funding for the right purpose
The Most Important Metrics for Scaling Your User AcquisitionPollen VC
As app marketing gets more sophisticated, there’s an increasing focus on metrics of every sort. Having a clear understanding of your unit economics is extremely important specifically customer acquisition cost (CAC) and user lifetime value (LTV) – how much a customer costs to acquire and the expected value of that customer over time from your app or game.
Marketers are rightly highly focused on these metrics, but sometimes fail to see the bigger picture of what that data is telling them in terms of how to visualize growth potential.
Pollen VC: How To Successfully Launch Your Mobile GamePollen VC
Ryan Lessard's presentation from the PlayCrafting NYC Class. Details how to plan a marketing launch for a mobile app or game, user acquisition techniques and how to measure KPI success.
Martin Macmillan introduces the Pollen VC proposition at App Promotion Summit London 2014.
Pollen VC gives app developers faster access to revenues they’ve already earned from the app stores. Revenue can be channelled back into user acquisition immediately, meaning that the app or game is funding its own user growth, and developers are less reliant on self-funding or venture capital to grow user numbers.
How to successfully launch your mobile gamePollen VC
Ryan Lessard of Pollen VC and Adam Flanders of Mobile Game Partners present "How to successfully launch your mobile game" first presented at PlayCrafting NYC on 27th July 2015.
2. 2
Everyone knows the stories about a few apps that just go viral with
no promotion. For the 99.9% of all other apps launched, it’s necessary
to spend to acquire users…
DEVELOPERS NEED TO
SUPPORT APP AND
GAME LAUNCHES WITH
PAID UA
PollenVC - Interface 2015
3. 3
THE FUNDING GAP…
LAUNCH
You’re earning money from day 1
This is your money
trapped in the payment system
Apple Releases
your cash
PollenVC - Interface 2015
4. 4
TYPICAL LAUNCH SCENARIO
LAUNCH
Fail to get
credit with
ad networks
Can’t
reinvest to
acq more
users
You get
paid by
Apple
DOWNLOADS REVENUE
Revenue/Downloads
PollenVC - Interface 2015
6. 6
HOW DEVS FUND USER ACQUISITION
Venture Capital
Using equity financing
from yourVC is
expensive and dilutive
(and they don’t like
it…)
Publisher
The developer can’t
afford to fund UA on
their own so they
look for a publisher
and give up a rev
share.
Credit Card
High growth or long tail
developers don’t meet
the credit parameters
for ad networks, so
relegated to pre-paying.
Doesn’t work in high
growth scenarios.
Err… Not at all…
So many times, the
funding gap means that
great apps and games
never see the limelight
as devs cannot afford
to promote effectively.
PollenVC - Interface 2015
7. 7
It’s not just the cash,
it’s what you can
do with it.
7
REINVEST DIRECTLY
INTO PROMOTION
ACQUIRE MORE USERS
ACCESS FUNDING BASED
ON DAILY SALES
PollenVC - Interface 2015
8. 8
TYPICAL LAUNCH SCENARIO
LAUNCH
Fail to get
credit with
ad networks
Can’t
reinvest to
acq more
users
You get
paid by
Apple
DOWNLOADS REVENUE
Revenue/Downloads
PollenVC - Interface 2015
9. 9
LOWER YOUR EFFECTIVE CPI
BY REINVESTING WHEN
YOU ARE RIDING HIGH…
PollenVC - Interface 2015
12. 12
STEPS TO SUCCESS
Do a small scale test campaign
and measure EVERYTHING
Understand your key metrics -
LTV, D1/7/14/28 Retention,
ARPDAU etc.
Once you understand your
metrics, progress to stage 2
1 2 3Trial several networks to test
acquisition costs
Understand attribution mechanism
and underlying virality
If you can acquire users profitably,
progress to stage 3
Plan how you’ll finance your UA
campaign early
Don’t get caught short if you find
the formula that works
Hit it hard, and double down…
$$$
$
PollenVC - Interface 2015
14. 14
TAKEAWAYS
Test & Develop relentlessly before you begin to ramp up
your User Acquisition campaign. Don’t launch until you
know you can acquire users profitably!
Plan how you will fund User Acquisition growth
campaigns. Keep your equity funding in the bank!
PollenVC - Interface 2015