Ants - AARRR Growth Hacking and The single biggest reason why startups succeed

THE SINGLE BIGGEST REASON WHY STARTUPS SUCCEED & AARRR

Source: Bill Gross, TED March 2015, Dave McClure, Master of 500 Hats

Ph.D. Dinh Le DatCo-founder & CEO of ANTS

[email protected]

•••• Vision:

ANTS’s vision is to unleash the

FULL ECONOMIC POTENTIAL OF DIGITAL media companies.

Mission:

ANTS – Southeast Asia’s leader in SMART automation digital advertising

technology and services

About:

ANTS is the leading technology-driven integrated internet advertising platform

in Vietnam. ANTS solutions provide a unique Software as a Service (SaaS)

platform by combining Demand Side Platform – Supply Side Platform,

which includes Data Management Technology and Extraordinary Insight

Engine (Founded in 2014).

ConfidentialSource: Bill Gross, TED March 2015

Dr. Dinh Le Dat – Co-founder & CEO of ANTS. Expert in Big Data/Data-Driven Marketing at FPT Corporation.

• Co-founder, CEO of ANTS – Big Data in Advertising and Data-Driven Marketing Solution (ANTS.vn).• Former Chief Technology Officer at FPT Online Service JSC. • I worked for Boeing-Luxoft Russia, FPT Online Service JSC, FPT Technology Innovation.• 15+ years in Internet Technology and Product EcoSystem experience including Social Network/ Social

Media (Banbe.net, Nhacso.net), Online News (VnExpress.net, Ngoisao.net), Games Online (Gate.vn), eCommerce (Sendo.vn) and Online Advertising (ANTS.vn, eClick.vn).

• 10+ years in Technical Architect of High Scalability for Web/Mobile & Big Data/Analytics in Digital Content and Online Advertising.

• Co-founder, Former CTO of Yola JSC – E-learning Platform (Yola.vn)• Awarded Ph.D. at M.V. Lomonosov Moscow State University with research “METADATA MODEL

ONTOLOGY FOR GEOSPATIAL DATA AND SERVICES”

(https://www.linkedin.com/in/dinhledat)

https://www.linkedin.com/in/dinhledat

ConfidentialSource: Bill Gross, TED March 2015

Acquisition, Activation, Retention, Referral & Revenue.

ConfidentialSource: Dave McClure, Master of 500 Hats

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AARRR!

ConfidentialSource: Dave McClure, Master of 500 Hats Website.com

Emails & widgets

Campaigns, Contests

Biz DevAds, Lead Gen, Subscriptions, etc

Homepage / Landing Page

Product Features

1. ACQUISITION

SEOSEM

Apps & Widgets

Affiliates

Email

PR Biz Dev

Campaigns, Contests

Direct, Tel, TV

Social Networks

Blogs

Domains

Emails & Alerts

Blogs, Content

System Events & Time-based Features


Category User Status Conv % Est. Value

Acquisition Visit Site

(or landing page, or external widget)

100% $.01

Acquisition Doesn't Abandon

(views 2+ pages, stays 10+ sec, 2+ clicks)

70% $.05

Activation Happy 1st Visit

(views X pages, stays Y sec, Z clicks)

30% $.25

Activation Email/Blog/RSS/Widget Signup

(anything that could lead to repeat visit)

5% $1

Activation Acct Signup

(includes profile data)

2% $3

Retention Email Open / RSS view -> Clickthru 3% $2

Retention Repeat Visitor

(3+ visits in first 30 days)

2% $5

Referral Refer 1+ users who visit site 2% $3

Referral Refer 1+ users who activate 1% $10

Revenue User generates minimum revenue 2% $5

Revenue User generates break-even revenue 1% $25


Marketing Channels:• largest-volume (#) • lowest-cost ($)• best-performing (%)

1. ACQUISITION

SEOSEM

Apps & Widgets

Affiliates

Email

PR Biz Dev

Campaigns, Contests

Direct, Tel, TV

Social Networks

Blogs

Domains


Activation Criteria:

• 10-30+ seconds

• 2-3+ page views

• 3-5+ clicks

• 1 key feature usage

Do LOTS of landing page tests & A/B tests - just make lots of dumb guesses & iterate QUICK


Product Features

1. ACQUISITION

SEOSEM

Apps & Widgets

Affiliates

Email

PR Biz Dev

Campaigns, Contests

Direct, Tel, TV

Social Networks

Blogs

Domains


Automated emails are simple & easy retention feature

• lifecycle emails @ +3, +7, +30d

• status emails weekly/monthly

• event-based emails as they occur


Product Features

1. ACQUISITION

SEOSEM

Apps & Widgets

Affiliates

Email

PR Biz Dev

Campaigns, Contests

Direct, Tel, TV

Social Networks

Blogs

Domains

Emails & Alerts

Blogs, Content



Only encourage users to refer *after* they have “happy” user experience;avg score >= 8 out of 10


Product Features

Emails & widgets

Campaigns, Contests

1. ACQUISITION

SEOSEM

Apps & Widgets

Affiliates

Email

PR Biz Dev

Campaigns, Contests

Direct, Tel, TV

Social Networks

Blogs

Domains

Emails & Alerts

Blogs, Content



Website.com

Biz DevAds, Lead Gen, Subscriptions, etc


Product Features

This is the part *you* have to figure out… I don’t know jack about your business

Emails & widgets

Campaigns, Contests

1. ACQUISITION

SEOSEM

Apps & Widgets

Affiliates

Email

PR Biz DevCampaigns, Contests

Direct, Tel, TV

Social Networks

Blogs

Domains

Emails & Alerts

Blogs, Content



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Qualitative: SurveyMonkey (surveys), CrazyEgg (heatmap), TechSmith Morae / UserVue (ux recording), RobotReplay, TapeFailure. Quantitative: Google Analytics (free), MyBlogLog, ClickTracks, Index Tools, Visual Sciences / Webside Story, Omniture, WebTrends, etc. Comparative: Google Website Optimizer, SiteSpect, Optimost, Offermatica, Vertster, Kefta. Competitive: Quantcast, Compete.com, Alexa, Hitwise, Comscore, Nielsens.


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ConfidentialSource: Lean

ANTS | FPT Corporation / FPT Technology Innovation / FPT Ventures

Hotline: +84 91 2323-911 / Office: +84 8 7301-9199 / [email protected] / [email protected]

AntHill, 24.D6 Villa, Saigon Pearl Villas, 92 Nguyen Huu Canh Str.,

Ward 22, Binh Thanh Distr., HCMC, Vietnam http://ants.vn | http://fpt.com.vn / http://tech.fpt.com.vn / http://fptventures.vn

THANKS FOR

WATCHING

mailto:[email protected]

mailto:[email protected]

http://ants.vn/

http://fpt.com.vn/

http://tech.fpt.com.vn/

http://fptventures.vn/

Ants - AARRR Growth Hacking and The single biggest reason why startups succeed

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