· Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app...

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Company name : Colto www.colto.com 1

Transcript of  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app...

Page 1:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

• Company name : Colto

• www.colto.com

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Page 2:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

Annex-Company Introduction

- About

- Company pitch

- Marketing Manager Role

- Marketing Campaigns Management

- Analysis of the page and other social Media

- FB campaigns

- Take over and action steps

Page 3:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015
Page 4:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

Colto is creating imaginative and educational mobile play experiences for kids around the world based on original and branded properties

500kdownloads

with no marketing

11

Game

Awards

Page 5:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

An experience KIDS LOVE + PARENTS TRUST

unique selling point

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Colto’s games

Eli ExplorerFree/paid app $1.99

Launched 8/1/201520k downloads (4.7k paid)

ABC GurusFree/Paid app $1.99

Launched 4/3/201533k downloads (8.8k paid)

Star GurusFree/Paid app $0.99

Launched 6/5/2015158k downloads (4.8k paid)

Shape GurusFree/Paid app $1.99

Launched 12/8/2015161k downloads (11.3k paid)

Art GurusFree

Launched 2/12/2015115k downloads

6 out of 6Apps featured

on the

App Store

Rated 4/4

stars on

USA today

Highlights Monster DayPaid app $2.99

Launched 24/5/20164.8K paid downloads

2015 2016

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COMPETITIVE ADVANTAGES

• HIGH QUALITY AWARD-WINNING GAMES

We are a small passionate team committed to creating high quality games. We

are perfectionists who care about the smallest details in our games.

• GAME TESTING AT SCHOOLS

We rigorously test our games with dozens of kids over various sessions at

Preschools and Kindergartens

• MUM/TEACHER FOUNDER + COLLABORATION WITH TEACHERS

Colto’s CEO is a Mum/Teacher and we have close relationships with Preschool

and Kindergarten Teachers who we collaborate with to develop our games

• SKILLS BASED ON CORE KNOWLEDGE SEQUENCE

Our apps teach Preschoolers key educational skills they need to acquire based

on the Core Knowledge Sequence

• 5 STAR APP STORE RATINGS

Our games are regularly reviewed and rated between 4.5 to 5 stars by users on

the App Store

• DIRECT CORRESPONDENCE WITH OUR USERS

Our users regularly email us comments on our games and we personally

respond to each message within 24 hrs

• SAFE FOR KIDS

Our games are COPPA (Children’s Online Privacy Protection Act) compliant

and contain no advertising or in-app purchases

Page 8:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

Market

0

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2014 2015 2016 2019

GROWTH OF MOBILE LEARNING PRODUCTS AND SERVICES MARKET

$ B

illio

n

App Annie Report - May 2016

GAMES + EDUCATION = 75%

Games40%

Education35%

Books17%

Entertainment

6%

Other 2%

http://www.ambientinsight.com

TOP 100 APPS BY REVENUE iOS KIDS CATEGORY WORLDWIDE

Page 9:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

CTRscore

100

Non-ethical

Ethical

50 75

Sold in April 2016 for $100 million

100 milliondownloads

Competitors

Page 10:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

Revenue Model

1 -Partnership Apps – branded IP

• Paid and Freemium apps• 90/10 revenue share (until development costs recovered)• 50/50 revenue share• Colto owns IP of code• Colto owns royalties of original characters

2 -Colto’s Apps – original IP

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Team

Catriona WallisFounder/CEOCareer in Business DevelopmentMum, Teacher, Huffington Post BloggerDegree in Project Management University of NSW, Australia

Davide JonesCTOWinner of Unicredit 2014 HackathonMobile App CompetitionMasters in Computer EngineeringPolitecnico di Milano

Roberto CasanoviHead Programmer+ Music ComposerMasters in Computer EngineeringPolitecnico di Milano

Martina Dell’AcquaDesign DirectorWinner of 2015 Best Game Award –Global Game Jam CompetitionMasters in Product Design for InnovationPolitecnico di Milano

Mohmmed SiefMarketing ManagerMasters in Management EngineeringPolitecnico di Milano (graduating 2016)

Paolo ZanzotteraColto’s Business Adviser/CoachDegree in Business + Law, Bocconi UniversityBoard Member ShinyStat, Co-founderAppocrate, Digital Marketing SpeakerAuthor of “Come guadagnare con le App$” -Hoepli

Federica PiccoloMarketing InternMasters in CommunicationUniversità degli Studi di Milano (graduating 2016)

Colto’s team includes a Mum/Teacher, 2 Developers, a Designer and 2 Marketers covering 360 degrees of skills required to create high quality kidsgames.

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CEO

VP MKT CTO DEV1 DEV2 Designer DM VP TM 12

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- Application series 1- Application series 2- Colto Brand

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Unique visitors for GT page only without Blog posts and other related pages.

September October December February April June

947

2529

2818

2052

2146

2334

2350

1976

2136

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0

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Apply

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Unique visitors for GZ page only without Blog posts and other related pages.

September October December February April June

596

1237

2510

1273

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1980

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Apply

Page 25:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

Unique visitors for membership page only without Blog posts and other related pages.

Page 26:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015
Page 27:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

Total unique visits to our website since September 2014 till June 23 2015 www.Colto.org.es

Main strategies : - Centralization of the entity channels - Collaborative and innovative working style

The main purpose was to enable the company to leverage a digital maturity starting from centralizing the main online interfaces and optimizing our main online channels to inspire , enable and visualize the experience we provide to increase our conversion rate and facilitate more leads to our products.

Colto Apps in apple store is the main online platform that lead to more then 80 % of the current downloads the company receive.

Page 28:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

Colto.com

Colto.com/about

Colto.com/apps/shape-gurus

Colto.com/apps/monster-days

Colto.com/apps/star-gurus

Colto.com/apps/abc-gurus

Colto.com/apps/eli-explorer

Colto.com/supportColot.com/apps Colto.com/blog

Colto.com/developer

Colto.com/developer/jobs Colto.com/developer/press Colto.com/developer/educational-content Colto.com/developer/contact-us

colto,com/blog/title-article1

colto,com/blog/title-articleN

The Tree Map for Colto.com

Page 29:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

COLTO

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Page 31:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

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Llikes

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Post Reach

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November

December

Janurary

Febraury

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Page 33:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015
Page 34:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015
Page 35:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015
Page 36:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015
Page 37:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

Italy

United states

Australia

Iran

Germany

UK

Japan

Canada

208

149

69

36

14

14

14

11

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Page 39:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

Avg Fans : Active all week Timing: 6pm- 10pm

Page 40:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015
Page 41:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

Competitors to watch

Page 42:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

• FB campaigns- Analysis of the recent campaign- Things to avoid- Optimize our Paid FB campaigns

From Jan 8th- Jan 15

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Page 44:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

% total reach Avg CPM Avg CPC

Page 45:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

% total reach Avg CPM Avg CPC

Page 46:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

% total reach Avg CPM Avg CPC

Page 47:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015
Page 48:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

0

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Ages

Llikes

Age

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35-44

45-54

Reach

47.7 %

49.3 %

2.9%

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• Take over and action steps

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Page 52:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015
Page 53:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015
Page 54:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015
Page 55:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015
Page 56:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

Relevance Traffic Difficulties

Brain Storm in relevant keywords that represent the

game ( More people = more

ideas )

Check the keywords traffic

score ( 4 and up )

Use different tools to

identify more keywords

related to the brainstorming output based

in keyword importance

Compare them with

competitors keywords ,

track similar competitors performance

and get inspired

Check how difficult to rank for that keyword ( our aim is to be top 10

in keyword selected )

Page 57:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

Track current Keywords

Optimize Research Submit

Analysis the current keywords in the key

words ranking for IOS in Keywords

optimization and in Keywords spy for

Android

Identify Keywords that are not

performing well and/or keywords that

break ASO best practices and replace

them

Spy competitors,

track ideas for keywords/phrases and how they

perform overtime based

in their relevance,

difficulties and traffic score

Submit new keywords, track

their performance and re-do this

steps

Page 58:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

• After playing the game, Our main objective is to come up with keywords that describe the game and what the app offer.

• The Brain storming will relay in the imagination of each of us relaying on his/her understanding of the game after playing it.

• The output of this brainstorming session is words that are relevant to the game without bothering on how this words are popular or not.

• Use several tool to gather more ideas :- www.soovle.com- keywordtool.io

Page 59:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015
Page 60:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015
Page 61:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015
Page 62:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015
Page 63:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015
Page 64:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015
Page 65:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015
Page 66:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015
Page 67:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

Track our ranking performance ( aim is top 10 )

The popularity of the Keyword and change in Difficulties

The competition on the Keyword

Find alternatives

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Page 69:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015
Page 70:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015
Page 71:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015
Page 72:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015
Page 73:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015
Page 74:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

It’s not only about finding us but to like our App which relay in ( screenshots, description and

reviews, icons )

Conversion

Page 75:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015

May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar April

2017

1

250

500

750

1000

1250

1500

Hypothetical US App store rankings

for Monster Day

- - - - - --

US App Store

Rankings

Launch V.1.0

Pre summer price

promotion $3.99- Free

Christmas update price

promotion $3.99-$2.99

Release V.1.1

Christmas Update

Summer Holiday

promotion$3.99- $2.99

0

2016

Pricing Model design

Page 76:  · Free/Paid app $0.99 Launched 6/5/2015 158k downloads (4.8k paid) Shape Gurus Free/Paid app $1.99 Launched 12/8/2015 161k downloads (11.3k paid) Art Gurus Free Launched 2/12/2015