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Emily Cunnane

Rob Cumiskey

Growth Hackers10 July 2014

• Studied BComm and joined Deloitte as Graduate Consultant straight out of college.

• Joined Hailo May 2012

• Previously with Digital Agencies: Simply Zesty, RMG and McCann Blue

ROB CUMISKEYEMEA MARKETING MANAGER - HAILO

The HAILO Story

MARCH 2014

Since Nov 2011 Hailo has launched in London, Manchester, Dublin, Cork, Limerick, Galway, Toronto, Montreal, Chicago, Boston, New York, Washington D.C., Madrid, Barcelona & Osaka.

NOW LIVE IN 20+ IRISH TOWNS AND CITIES

Launched November 1, 2011 in London by three taxi drivers and three tech entrepreneurs.And we started on a boat in London

THE HAILO STORY

TECH ENTREPRENEURS

LONDON CAB DRIVERS

Russell Hall

Founder

Terry Runham Founder

Gary Jackson Founder

Jay Bregman CEO, Founder

Caspar Woolley COO, Founder

Ron Zeghibe Chairman, Founder

SOME OF THE BEST INVESTORS

THESE HAVE INVESTED IN OTHER GREAT TECH START-UPS

HAILO STATS

The world’s highest-rated taxi app – Hailo has over 20,000 reviews.

Over 50,000 drivers across the world are already working with Hailo.

HAILO STATS

A Hailo hail is accepted somewhere in!the world every 2 seconds.

HAILO STATS

Since November 2011, over 1m+ people have downloaded and registered on Hailo.

HAILO STATS

To date, Hailo has carried over 13 million passengers.

That is enough to travel to the moon and back 57 times.

HAILO STATS

!- Ireland launch - Brand - Digital - Social / CRM - Product

BRAND & LAUNCH

Objectives: !1. Create a distinctive brand identity for Hailo 2. Increase awareness and trust of Hailo in Dublin 3. Reach 55,000 registered customers by year end 4. Increase jobs going through the system

Brand !

It’s not about how much you spend on advertising !

A promise A living, breathing entity

!- Visual Identity - Tone and personality - Quality - Customer Service - Consistency

OUR PAIN POINTS

Download -> Registration !

Registration -> First Hail !

Getting more jobs from our active customers !

Churning Customers

Introducing Marketing KPIs (thanks to our data scientists)

!CPRU

Jobs Per Registered User Registered Customers (Quality)

!Getting to grips with LTV

Marketing at HAILO

EMEA NA PERFORMANCE PR/SOCIALCRM

Our Marketing Structure

BRAND

CITIES CITIES

DATA

1ACTIVATION

2GROWTH

3RETENTION

RECOGNITION

5REACTIVATION

6RECOVERY

4ADVOCACY

Stages of Customer Lifecycle

“Refer-a-friend”Nudge to First Hail

“RASP” Recover a Stranded Passenger

Nudge to Use Again

0 ACQUISITION

Registration Engagement Celebration Rewarding

PERFORMANCE CRM SOCIAL

DIGITAL CRM SOCIAL

SUSTAINABLE GROWTH

Brand !

Invest up front !

Digital !

Be early, stay fresh !

Social !

Right message, right audience, right moment

DIGITAL

1ACTIVATION

2GROWTH

3RETENTION

RECOGNITION

5REACTIVATION

6RECOVERY

4ADVOCACY

Stages of Customer Lifecycle

“Refer-a-friend”Nudge to First Hail

“RASP” Recover a Stranded Passenger

Nudge to Use Again

0 ACQUISITION

Registration Engagement Celebration Rewarding

PERFORMANCE CRM SOCIAL

Paid digital

Acquisition and engagement through digital channels Focus on mobile – Direct Response, Geo-targeting, Custom Audiences Target, test and optimise for low CPA

Acquisition

Engagement

Facebook App Install Ads

Twitter – Promoted Tweets

(install links)Mobile App Ads

Twitter – Promoted Accounts

Twitter- Promoted Tweets

(RTs, Clicks, Replies)

FB Fan Acquisition

Acquisition

Facebook install ads

Twitter acquisition (promoted tweets with

links)Mobile display(trackable to install)

Engagement

Twitter promoted accounts

(cost per follower)

Twitter cost per engagement

(clicks, RTs, impressions)

Performance Marketing - Summary

Improved optimisation through new technology HasOffers (acquisition tracking) and Mix Panel (app analytics) allow us to do CPA by channel & cohort analysis

Be early, stay fresh Go in early with new media before user fatigue or competitors drive up the cost Frequent creative refresh required; images beat copy

Broaden number of channels to test Learning: we are limited because we require Geo-targeting to city level

SOCIAL / CRM

1ACTIVATION

2GROWTH

3RETENTION

RECOGNITION

5REACTIVATION

6RECOVERY

4ADVOCACY

Stages of Customer Lifecycle

“Refer-a-friend”Nudge to First Hail

“RASP” Recover a Stranded Passenger

Nudge to Use Again

0 ACQUISITION

Registration Engagement Celebration Rewarding

PERFORMANCE CRM SOCIAL

Social !

Right message, right audience, right moment

PRODUCT

Brand !

Invest up front Let it permeate through every channel and everything you do.

!Digital

!Be early, stay fresh

!Social

!Right message, right audience, right moment

Global mHealth market

Global mHealth market

$20.7 billion by 2018

29.1 million obese people in the EU !may use mHealth solutions regularly in 2017

Europe will be the biggest mHealth market in 2017. !!

Europe will be the biggest mHealth market in 2017. !EU = $6.9 billion market opportunity

Europe will be the biggest mHealth market in 2017. !EU = $6.9 billion market opportunity

VS

US = $6.5 billion market opportunity

Content and application developers have an !mHealth market opportunity of $2.6 billion.

52% of patients want access to healthcare !providers more conveniently/effectively.

PWC mHealth Report

Cultural Tension People are not at their best, because they are working so hard they are not focusing on the things that really matter.

Prospr’s Best Self PROSPR helps people to realise their potential by giving them the tools and support they need to become healthier, happier and more productive individuals.

PROSPR believes that the world would be a better place… if people realised their potential by focusing on the things that matter in life.

- Connect with a nutrition pro

- Track your food with pictures

- Get feedback on what you’re eating

- Answer simple questions about how your day is going

- Get inspired with tips and encouragement

- See the results

- See what others around you are eating

- Stay inspired with encouragement and great recipes

NUTRITIONIST

NUTRITIONIST

CLIENTS

NUTRITIONIST CONSUMER

CLIENTS

VALIDATION

•68% of our respondents said that they would be likely or very likely to use Prospr

!•Nutritionist team giving feedback and advice on our proposals

!•5 beta testers of MVP with client base of 200

WHERE ARE WE?

! ! ●  Core team selected ! ! ●  Initial UX design ready ! ! ●  Prototype built ! ! ●  Phase 1 customer validation completed ! ! ●  Secured advisor team ! ! ●  Android MVP build started and planned

completion for end July

OUR TEAM

ROB CEO/FOUNDER

Business and marketing background and has start-up experience (Hailo and Simply Zesty).

FABIO LEAD ENGINEER

Experienced Senior Software Engineer with 10 years developing in .NET and mobile technologies.

Wealth of knowledge and experience from working in the nutrition and fitness industry for 12 years.

GARY Bus Dev

Experienced marketing and business professional with 5+ years in the media industry.

DAVE MARKETING/ OPERATIONS

ADVISORS

PAT PHELAN TRUSTEV

NIALL HARBISON PR SLIDES LOVIN’ DUBLIN

IVAN MACDONALD DIAL2DO MYSAY

JIM CUMISKEY PROJECT & PORTFOLIO MANAGEMENT EXPERT

JOHNNY WALKER HEALTH FOUNDERS GLOBAL DIAGNOSTICS

THANK YOU

PROSPRHEALTH.COM

FACEBOOK.COM/PROSPRHEALTH

@PROSPRHEALTH

10/06/14Recent Developments in Matrix

Who are we?

!!Matrix Internet We are a digital marketing and web agency based in Dublin. !We were formed in 2000 and we have a client base of approximately 700 organisations across many industries. We have a hugely experienced team of business conscious professionals who can help you to achieve your goals.

The Problems

● Shops are finding it difficult connecting with customers and engage with them.

!● Wifi use is usually paid or clunky !● The Shop gains nothing from providing wifi

What do we propose

What do we propose

!● Give reliable and secure wifi !● Make thee wifi easy to access !● Collect the Demographic information !● people pay with their demographic information

Its all about Data:

The Analytics on the backend help you understand what your users are doing while on the Wifi. !Info Given Gender Age Name Email address Social media info Phone number etc.

Case Study

What are the goals

!!!1/ Connect to the customers coming in store. !2/ Provide a free Guest wifi service. !3/ Start building a following among their regulars.

Case Study

Facebook Followers

Case Study

Twitter Followers

Case Study

Form Sign ups

Stop, look and listen Stephen O’Leary Media Analyst

Growth Hackers Dublin 2014 !Irish Times Building, July 10th 2014

Henry Ford

“If I had asked my customers what they wanted, they would have said a faster horse.”

In 2012, we started tracking the following phrases:

“I wish someone invented…”

“If only there was a way to…”

“Will somebody please create a …”

“Will someone please build…”

10 phrases !

24 months !

250,000 results

Here’s what we found…

“…please invent…”

2012

2014

2012

2014

2012

2014

“I wish someone invented…”

“I wish someone made…”

“Will someone please create a…”

To conclude….

Thank You Stephen O’Leary Media Analyst

Growth Hackers Dublin 2014 !Irish Times Building, July 10th 2014

Mick Crean

Michael Crean – Founder & IT & Operations Manager

About Me

!• Worked in Auto industry then IT • Founded MicksGarage.com while unemployed in 2003. • IT Systems architect, software developer and operations

manager • Involved in all aspects of business from Management, IT to

warehousing, Marketing, Customer Service, Voip Systems, Fraud Control and everything in between.

• Technology, marketing, innovation and process are my passion

About MicksGarage.com

• Online retailer of car parts and accessories • Technology company that sells information • 42 Employees across IT, marketing, Warehousing, CS,

Accounting • Sell to approx 70 countries on monthly basis • 6+ million data records • Average age of our employees is just under 30 • Innovation is key to our success • We try to lead rather than follow with everything we do.

Website is your shop window

!!• Must be kept updated • Must be kept clean • Must be current • Must entice customers to take a

further look

“Its just a website, cant be that difficult”

▪ Infrastructure Management

▪ Data Management ▪ Content Management ▪ Order Management ▪ Order Dispatch ▪ Customer Service ▪ Returns Management ▪ Fraud Management ▪ Pricing Strategies ▪ Marketing

Marketing

• Get Data Right – Its all about data

• Leaflet Drops (event hijacking)

• Google Adwords • Facebook • Radio • PR

• Viral Video – Paddys Day

• Channel sales – challenge to convert to MG customers

• Dispatch product images – we send image to customers

• Garth Brooks Helpline (01-4404167)

• Dummy Products • Tread Gain - Tread Gain • Bren Tube - Bren Tube

Adwords

• Get Data Right – Its all about data • Never bid for number 1 position • Only run a ROI model • Don’t use broad keywords to start with • Make sure your ads and URLs are accurately targeted • Use plenty negative keywords • Don’t accept Googles suggested bid • Get landing pages right • Always split test ads • Use call to action • Adwords Automation

Automation is Key

• Get Data right, product categorization and tags • Image automation – 360 images – Standard images • Automatic PPC generation • Simple barcode scanning to improve accuracy

Any Questions?

Free Lifetime Account Giveaway

Tuesday 29th of July 30 euro

A Special Thanks!

• The Irish Times!• Hailo!• GrowthHacker.tv!• Simon Cockings, sarahpaddleswim.wordpress.com!• John Healy, KindCitizen.org!• Ajos, WildAnglePro.com!• Ben Rice McCarthy, BenRiceMcCarthy.com!• Aleksandra Nunes!• Bob Boles

Analytics | User Experience (UX) | Search Mobile | Web

http://T9.ie/offer