Post on 28-Jul-2015
/!
@edithyeung!
Startup Metrics for Mobile Pirates Presented by 500 Mobile Collective – Edith Yeung!
/!
@edithyeung!
500 Startups!
1. Approximated as of 12/19/2014 and includes the following 500 Startups funds: (a) 500 Startups, L.P. and 500 Startups-A, L.P. (together, “Fund I”), (b) 500 Startups II, L.P. and 500 Startups II-A, L.P. (together, “Fund II”), (c) Fund III, (d) 500 Startups Annex Fund, L.P. (“Annex”), (e) 500 Luchadores, L.P. (“Luchadores”) and (f) 500 Durians, L.P. (“Durians”).!
2. Approximated number that includes investments from all 500 Startups funds noted above as of 12/19/2014.!
2010!FOUNDED! TOTAL COMMITTED CAPITAL¹!
JULY!
PORTFOLIO COMPANIES2!
900!+!125!$ M
“500 Startups is the most active seed investor in Silicon Valley tech companies”!
– The Silicon Valley Tech Venture Capital Almanac, Fall 2013!
/!
/!
@edithyeung!
500 Mobile Collective - Edith Yeung!
/!
@edithyeung!
Dolphin was born Ex-Microsoft engineers frustrated with their mobile
browser, got together and built Dolphin for Android. (July, 2009)
Launched Dolphin Gesture World’s first Gesture browser enables users to customize their own
gesture and shortcuts. (May, 2010)
1,000,000 First 1M users achieved (July, 2010)
10,000,000 First 10M users achieved (Nov, 2011) Launched Dolphin Sonar
World’s first voice-enabled browser. You can now talk Dolphin. (February, 2012)
China Telecom & KDDI Partnership
Carriers love Dolphin
Dolphin Milestones
50,000,000 First 50M users achieved (Aug, 2012)
Series A Funding Partner with Sequoia and Matrix Partners
Now 150,000,000 First 150M users achieved (2014)
/!
@edithyeung!
Dave McClure’s ARRRR !
/!
@edithyeung!
MOAARRR!/!
/!
@edithyeung!
/!
@edithyeung!
AARRR for Mobile. MO-AARRR!!/!• Acquisition – What is your install base? How do you acquire users?!
• Activation – What is your onboarding process? Happy UI & UX?!
• Retention – What is your MAU & DAU? Push, email & community strategies?!
• Referral – What is your referral process?!
• Revenue – How do (or will) you make money? What is your ARPU?!
!
/!
@edithyeung!
MO-AARRR!/!
Acquisition!• App Store SEO!• Mobile Web SEO!• PR (Blog, media, forum)!• OEMs / Carriers Preload!• Social (Paid or Non-Paid)!• Mobile Ad Network (Incentivized or non-incentivized)!• Desktop (iOver the Air for Android)!• App Referral!• Retail side-load!
Activation!• Sign up process!• Tutorial!• Welcome email!• Push permission!• Social permission!• 1st Call to Action!
Retention!• Engagement push!• Review request!• Email!• Seasonal Campaigns!• Social !• Default setting!
Referral!• Social!• Email!• Incentivized or non-
incentivized!• Word of Mouth!
Revenue!• Subscription!• Advertising!• In-App Purchase!• eCommerce!• App Referral!• Backend data !
/!
@edithyeung!
Acquisition – App Store SEO !/!• Optimize your app store title, description, tags, keywords, images, logo,
videos.!
/!
@edithyeung!
Acquisition – Mobile Web SEO!/!• Build mobile optimized website and drive traffic back to appropriate app stores.!
/!
@edithyeung!
Acquisition – PR / Blog / YouTube!/!• Relevant media / blog / YouTube mentions do drive installs!• Think about stories / user benefits that are worth talking about !
/!
@edithyeung!
Acquisition – OEMs / Carriers Preload!/!• Work with mobile smartphone manufacturers or carriers and get your app
preloaded could be time consuming.!
/!
@edithyeung!
Acquisition – Incentivized & Non-incentivized Mobile Ad !/!• Pay for installs by working with incentivized or non-incentivized mobile ad
network could be effective, but also expensive.!
/!
@edithyeung!
Acquisition – Over the Air (Android only) !/!• By adding the Google+ Sign-In button to your web site, you can automatically
prompt your users to download your Android app over the air to their Android devices.!
!
/!
@edithyeung!
Acquisition – App Referral!/!• Work with other developers and drive installs to each other apps.!!
/!
@edithyeung!
Acquisition – Retail side-load!/!• In countries where most mobile users are pre-paid users, you can get your app
preloaded via different retail channels. !!
/!
@edithyeung!
Mobile Customer Lifecycle & Conversion Behavior!/!
Acquisition!• App Store SEO!• Mobile Web SEO!• PR (Blog, media, forum)!• OEMs / Carriers Preload!• Social (Paid or Non-Paid)!• Mobile Ad Network (Incentivized or non-incentivized)!• Desktop (iOver the Air for Android)!• App Referral!
Activation!• Sign up process!• Tutorial!• Welcome email!• Push permission!• Social permission!• 1st Call to Action!
Retention!• Engagement push!• Review request!• Email!• Seasonal Campaigns!• Social !• Default setting!
Referral!• Social!• Email!• Incentivized or non-
incentivized!• Word of Mouth!
Monetization!• Subscription!• Advertising!• In-App Purchase!• eCommerce!• App Referral!• Backend data !
/!
@edithyeung!
Activation – Sign up Process!/!• Is your onboarding process user friendly?!!
/!
@edithyeung!
Activation – Tutorial!/!• Is your app very easy to understand or you need a good tutorial to explain how
your app works?!
/!
@edithyeung!
Activation – Welcome Email!/!• After you user install and active your app, are you capturing their email and
follow up?!
/!
@edithyeung!
Activation – Push Notification!/!• Are you getting any permission to send push notification?!!
/!
@edithyeung!
Activation – Social Permission!/!• Are you asking for permission to post on your users Facebook or Twitter feed?!
/!
@edithyeung!
Activation – Very first Call to Action!/!• What is your very first call to action after they activate?!!
/!
@edithyeung!
/!
Acquisition!• App Store SEO!• Mobile Web SEO!• PR (Blog, media, forum)!• OEMs / Carriers Preload!• Social (Paid or Non-Paid)!• Mobile Ad Network (Incentivized or non-incentivized)!• Desktop (iOver the Air for Android)!• App Referral!
Activation!• Sign up process!• Tutorial!• Welcome email!• Push permission!• Social permission!• 1st Call to Action!
Retention!• Engagement push!• Review request!• Email!• Seasonal Campaigns!• Social !• Default setting!
Referral!• Social!• Email!• Incentivized or non-
incentivized!• Word of Mouth!
Revenue!• Subscription!• Advertising!• In-App Purchase!• eCommerce!• App Referral!• Backend data !
MO-AARRR!
/!
@edithyeung!
Retention – Engagement Push!/!• How often do you push your users and how relevant is your notification? !
/!
@edithyeung!
Retention – Review Request!/!• Getting great rating is key to driving up organic app store rating!• Request for rating too early may frustrate users!
/!
@edithyeung!
Retention – Email!/!• Well crafted, relevant, timely and strong call to action email do drive app
engagement.!
/!
@edithyeung!
Retention – Seasonal Campaigns!/!• Relevant & timely holiday campaigns drive in-app purchases. !
/!
@edithyeung!
Retention – Default Setting!/!• For Android apps, ask users permission to set your apps as default for specific
actions.!
/!
@edithyeung!
/!
Acquisition!• App Store SEO!• Mobile Web SEO!• PR (Blog, media, forum)!• OEMs / Carriers Preload!• Social (Paid or Non-Paid)!• Mobile Ad Network (Incentivized or non-incentivized)!• Desktop (iOver the Air for Android)!• App Referral!
Activation!• Sign up process!• Tutorial!• Welcome email!• Push permission!• Social permission!• 1st Call to Action!
Retention!• Engagement push!• Review request!• Email!• Seasonal Campaigns!• Social !• Default setting!
Referral!• Social!• Email!• Incentivized or non-
incentivized!• Word of Mouth!
Revenue!• Subscription!• Advertising!• In-App Purchase!• eCommerce!• App Referral!• Backend data !
MO-AARRR!
/!
@edithyeung!
Referral – Social !/!• Get users to share relevant content via Facebook and Twitter can drive more
awareness of your app.!
/!
@edithyeung!
Referral – Incentivized Email !/!• Incentive and give reasons for your users to refer your apps. !
/!
@edithyeung!
MO-AARRR!/!
Acquisition!• App Store SEO!• Mobile Web SEO!• PR (Blog, media, forum)!• OEMs / Carriers Preload!• Social (Paid or Non-Paid)!• Mobile Ad Network (Incentivized or non-incentivized)!• Desktop (iOver the Air for Android)!• App Referral!
Activation!• Sign up process!• Tutorial!• Welcome email!• Push permission!• Social permission!• 1st Call to Action!
Retention!• Engagement push!• Review request!• Email!• Seasonal Campaigns!• Social !• Default setting!
Referral!• Social!• Email!• Incentivized or non-
incentivized!• Word of Mouth!
Revenue!• Subscription!• Advertising!• In-App Purchase!• eCommerce!• App Referral!• Backend data !
/!
@edithyeung!
Revenue – Subscription !/!• Audible charges $14.95 for 1 book and $22.95 for 2 books. !
/!
@edithyeung!
Revenue – Advertising!/!• Become ad publishers with mobile exchanges or networks.!
/!
@edithyeung!
Revenue – In-App Purchase!/!• Think Candy Crush, Clash of Clans and Kim Kadasian games.!
/!
@edithyeung!
Revenue – eCommerce!/!• Drive eCommerce and monetize via affiliate sales, revenue share or direct
fulfillment. !
/!
@edithyeung!
Revenue – Partnership & Revenue share!/!• Google maps drives Uber usage and Uber shares revenue with Google.!
/!
@edithyeung!
Revenue – Selling Data!/!• Can you sell your rich & big data?!
/!
@edithyeung!
Startup Metrics for Mobile Pirates Presented by 500 Mobile Collective – Edith Yeung!