Maps.me, Evgeny Lisovskiy

1. Eugene Lisovskiy
CEO
MAPS.ME
How To Market The Product
Worldwide?

2. Agenda
❖ MAPS.ME & OpenStreetMap.org
❖ Team, KPIs & Management
❖ Business Model
❖ Product
❖ Marketing

3. MAPS.ME story
Founded in 2011 by ex Google Developer from Belarus
App was monetizing on freemium basis: $5 for pro version. After acquisition app was made
free of charge to boost the growth and focus on the product quality.
Aquired by Mail.ru Group in October 2014
App was earning about $1M a year before the acquisition.
#1 OSM Based Map
OSM = OpenStreetMap.org - open maps community (Wikipedia in maps).
#1 Map in Travel Category in 154 countries
Key Features: completely offline, fast, easy-to-use.

4. 5x DAU/MAU Growth in 2015
OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP
Became Free
$5 for
Pro

5. 63%
37%
Open Maps
50M
DOWNLOADS
TOP Free Travel App
In more than 60 countries
Android
iOS
10M – Monthly Active Users

6. OSM Boosted by MAPS.ME
+33% DAU Growth +61% MAU Growth

7. Team
❖ Build a strong team
❖ Love what you do
❖ Act like you’re a founder
❖ Inspire the team
❖ Get rid of weak guys

8. Management
❖ KPI based bonus program
❖ Weekly Status Check
❖ Work Hard
❖ Friend Cap <> Boss Cap
❖ Go Deep in details

9. Management
бонусы

10. Business Model
1. Deep Market Research
2. 3Y Strategy, 1Y Product Plan
3. Acquisition Forecast (CTR/CPC/CPI/eCPI)
4. Retention Forecast (D/W/M Return Rate)
5. ARPU Forecast (CLT/LTV, install = user)
6. Business Model Corrections

11. Deep Market Research

12. Deep Market Research

13. Deep Market Research

14. Product
❖ Stay Focused
❖ Retention is the key
❖ Keep in Mind a “Time to Market”
❖ Go deep in analytics
❖ Collect users feedback

15. Retention: 1W Return Rate Growth
+61%
+24%
Small Maps + Editor + Search
+17%
+33%
+36%+32%

16. Marketing

17. Marketing
❖ Test > Analyse > Scale
❖ Always calculate assumptions
❖ Split by Country
❖ Prioritize by ( GDPpc * Return Rate ) / CPI
❖ Do not ignore mobile web traffic

18. Marketing
Smart acquisition =
= ( GDPpc * Return Rate ) / CPI

19. Marketing
CRClicks
CPC
= $0.05
CR
= 20%
Installs /
Leads
CPI (CPL)
= CPC/CR
= $0.05/0.2
= $0,25
OrdersTR
CPB
= CPI/TR
= $0.25/0.1
= $2.5
TR
= 10%
Impessions CTR
CPM/eCPM
= $1.0
CTR
= 2%
Attractive
creatives,
deals/offers,
segmentation,
targeting, SEO.
Product, UX, A/B
tests, ASO,
pictures, video,
copywriting,
pre-checkout.
Direct marketing,
push, reanimation,
retargeting,
post-checkout.
ADs
Landing
Pages
Goods

20. Want Some More?
LISOVSKIY.ru/EDU