1. Building an Excellent Web or
Mobile Startup
Adam Jackson
Meltwater Entrepreneurial School of Technology (MEST)
June 2012

2. What we’ll cover today:
• The founding team
• The goal: Product / Market Fit
• Identify the metrics that matter
• User acquisition
• Test, test and test
• Barriers to Entry
• How & When to raise money
• Growing the team

3. The Founding Team
• If you are not a tech person, partner with one.
• Best odds for success : work with who you
know and trust
• Second: “try before you buy”
– FounderDating, MeetUp, etc
• Values matter most
– Work ethic, culture, commitment, integrity
– Ideas don’t matter – teams do. Don’t compromise
on this step.

4. The Goal: Product / Market Fit
• (my) Definition of a Startup : a collection of
people that deeply believe the same set of
theories who come together to build a
product and company to make those theories
a reality.
• Build something people want to use

5. Timing Matters
• … “Timing is everything. But it’s also the
hardest thing to control. It’s hard;
entrepreneurs are congenitally wired to be too
early. And being too early is a bigger problem
for entrepreneurs than not being correct. “ …
– Marc Andreessen, 2012 @ Stanford
• But don’t let that discourage you – just go
build something!

6. The Minimum Viable Product
• Build something compelling and get it out to
users
• Doesn’t have to be pretty, but aim for
useful, addictive, fun, essential
• Your initial product may be way off … but you
may accidentally find something people want!
– Great example of this : InstaGram
• Could be a …
– Service, App, Website, Game, Physical
product, Content (podcast, premium educational
site, community, etc)

7. • “If you are not embarrassed by
your first release, you’ve
launched too late!”
–Reid Hoffman
(LinkedIn / Greylock)

8. Identify the Metrics that Matter
• Web & Mobile apps
– Installs / unique visitors
– Daily / Monthly active users
– Goals completed / engagement
– Sharing / referral
– Response rate to notifications (PUSH or email)
– Revenue
• Understand traffic sources & cohorts
– Track where your traffic / users comes from to identify the best
channels – organic or SEM
– Create cohorts by segmenting users by relevent attributes:
• Spending habits, visit frequency, week they joined, device they use to
access the site, demographic data, etc

9. Acquiring Users
• Buying users
– Facebook / google / mobile ads / affiliate networks /
email / direct response
– Test every channel that makes sense and continue to
test the marketing message & the creative until you
find a sustainable way to buy users for less than
what you monetize them for
– If you can buy users for less than your ARPU, you
have a nice and scalable SEM model that should be
easy to raise money against.

10. Organic User Acquisition
• Search: always practice good SEO when possible.
– Lots of good long-tail search oppty still out there.
– Google favors good content over farmed content –
you can de-thrown an incumbent fairly easily
• Social: make it easy for users to share your
product with others.
– Gamification works :
Leaderboards, points, badges, levels
– Goal = Network Effect  the more users that are on
it, the more useful/fun it is for the whole group.

11. The Viral Coefficient
• K = i * conversion %
– i = # of invites sent out by each new user (email/fb/twitter/sms)
– Conversion % = the % of invites that convert to new users
• The goal is to get a K >= 1.2~1.3
– The higher K is, the faster the resulting viral growth is
• K = 2 means each new users bring in 2 more users, which will bring in 4
more, which will bring in 8 more, etc…

12. Maximize Virality
• Leverage the social graph – the key to viral
distribution
• Make sharing implicit instead of explicit
• Spotify with music sharing on social graph
• Path with implicit geo checkins
• Allow your service to connect to the social sharing
platforms that matter to your users.

13. Understand the Desire Engine
• Trigger
– Internal : app asks the user a highly targeted question that they must
enter the app to answer
– External: user sees the app posted on a friend’s timeline and user must
install that app to see what the friend is doing
• Action: what your app is trying to get people to do
– Take a picture, answer a question, follow me, etc
• Variable Reward:
– This is the emotional payoff of the product - we design this to maximize
dopamine release in order to make the product habit-forming.
– Stick to the 7 sins for success here :
Lust, Gluttony, Greed, Sloth, Wrath, Envy, Pride
• Commitment
– After delighting the user, get some info from her that will make her next
run through the loop more fun
• Reminders
– Stale users are useless. We must keep them coming back for more.
– Use email / SMS / iOS reminders
– Keep it relevant!

14. Your Instincts Are Wrong :
Test Everything
• Once you find a MVP you will have a flood of
ideas for features to build next
– Your instincts on which features will work will be
wrong more often than not. Why is this?
• So, build as many of them as you can and conduct
lots of A/B (multivariant) testing
• Build tracking into everything:
– Every click, swipe, tap, install, uninstall, interaction.
– Google Analytics, MixPanel, Omniture, etc

15. The Testing Cycle Should Never End
• Test 2, 3, 4+ versions
of the same feature
and see which
performs best.
• Performance = the
metrics that are
important to you
(Goals)
– Time on site, clicks
per session, revenue,
friends invited, etc

16. Example: Website testing w/ Google Analytics

17. The Results
Goal 1: Report Purchase
Version A sent 75% more traffic to
the purchase page, but actual sales
conversion rates between A and B
were the same. This means A
wastes traffic!
Goal 2: Value lookup
Version B wins by small margin
Goal 3: Servicing Link
Version B converted 253% better.
A lot of these clicks were probably
ones that would have been wasted
on Goal 1 in Version A.

18. Build Barriers to Entry
• Every successful model will be copied
immediately by companies around the world.
Build barriers to protect against this:
– Excellent service (Zappos)
– Quality perception (Google)
– Network effect (LinkedIn)
– Out-execute (GroupOn)
– Price & Efficiency (Amazon)
– Customer Development : Pay close attention to
what your users want, constantly watch the data
and talk to them. Stay ahead of the competition.

19. How and When to Raise Money
• Incubators are a great place to start
– Great exposure to network of people that can help you get started and
grow
• Build a great advisory team
– Find people who have successfully done what you’re trying to do. This
could be in the same space you’re in or just someone who is very good
at fund raising, tech scaling, organic growth, etc
– They will lead you to great investors (or may become great investors)
• Angel List (www.angel.co)
– Get referred in by another startup or an angel
– Build an excellent profile (screenshots, team, press hits, advisory
board)
– Keep it private until you’re ready to raise
– Ideal for seed1 ($50-150k) & seed2 ($250-1mm+)
– Don’t use AL too early or too late in your life cycle
• Crowd-funding
– Indie-gogo, Kickstarter

20. Growing the Team
• Hire slowly, fire quickly
• “ You will never say ‘Boy I wish I would have
waited longer to fire that guy’”
– Me, ~2006
• You will churn 20-40% of your staff in the first
18 months. Do not be discouraged – this is
normal.
• Always hire the best quality people that best
fit the values and culture the founders have
set from the beginning
– Smartest is NOT always best for every role.

21. Growing the Engineering Team
• Scaling up technically : experience matters most
• It takes an engineer to manage an engineer
• SCRUM
• Let devs set their own estimates, then buffer
them to the business side.
• Do post-mortem after every release so team
keeps improving
• Bin predictability into your release schedules
(once you find the business model that scales)

22. Further Reading
• Dave McClure (500 Hats VC, very smart and
analytical company builder & investor) -
– http://www.slideshare.net/dmc500hats/
• Eric Ries – proponent of the Lean Startup
movement, successful entrepreneur and
author - http://lean.st/
• Robert Scoble – prolific blogger, tech
enthusiast, startup proponent -
http://scobleizer.com/

23. Keep in touch!
• LinkedIn : http://linkedin.com/in/ajackson
• Angel List: http://angel.co/adamjackson
• Email: adam@jacksonfound.com
• Twitter: @adamjacksonsf