Validation & Metrics - Simon Newstead
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Frenzoo/Me Girl 創辦人 Simon Newstead 講述 Validation 和 Metrics 的概念。@StartLab.HK 香港創業實驗室 Bootcamp 啟蒙訓練營 Day1 第一日 大會官方網頁 Official Website: http://startlab.hk
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Validation & Metrics - Simon Newstead
- 2. *
- 3. *Startups I’m involved in * 3d lifestyle games 3d printing platform Social Network app Powertool s
- 4. *Hi I’m Simon ●Think of ideas ●Validate them ●Execute them ●Test them (metrics) ●Launch ●Iterate * MY JOB
- 5. *Marc Andreesen (founder of Netscape, Opsware, VC) * “The only thing that matters is product-market fit” MARKET >> Product / Team Metrics and validation will tell you if there is a market
- 6. Quiz * How many apps are there in the appstore?
- 7. Are you ONE in a MILLION? *
- 8. *ROUTES TO SUCCESS IN THE APPSTORE IN 2013 * CHOICES ●Get lucky ●Have the budget to push a mass market service ●Target and serve a niche well
- 9. *Test your idea * Validation
- 10. *BEFORE YOU START DEVELOPMENT * VALIDATE THE CONCEPT ●Polls ●Ad networks ●Forums ●Avoid your friends
- 11. *Going Deeper * POLLING OPTIONS ●Ask Your Target Market ●Google Consumer Surveys ●PickFu ●Amazon Mechanical Turk ●Hack Ad Networks
- 12. *An example * TEST A NEW APP CONCEPT
- 13. *BEFORE YOU START DEVELOPMENT * TEST THE CONCEPT ●Mockup test
- 14. **
- 15. Metrics
- 16. *The ONLY equation that matters * LTV > CAC
- 17. *The ONLY equation that matters * LT x ARPDAU > Direct CPA x Viral
- 18. *The ONLY equation that matters * LT x Conversion rate * ARPPDAU > Direct CPA x Viral
- 19. *MOST IMPORTANT METRICS (1) * ●By Cohort ●Date ●Version ●A/B Test ●Traffic Source ●Platform / Device
- 20. *MOST IMPORTANT METRICS (2) * ●Retention ●1 day ●7 day ●30 day ●Session length ●Sessions / day ●DAU / WAU / MAU
- 21. *MOST IMPORTANT METRICS (3) * ●Monetization ●LTV ●% convert ●ARPPU
- 22. *MOST IMPORTANT METRICS (4) * ●Classification / Segmentation ●Whales (IAP) ●Mid payers (IAP) ●Low payers (IAP) ●Free offerwall users (rewarded) ●Free social ●Free
- 23. *MOST IMPORTANT METRICS (5) * ●Channel ●CPI ●CPPU ●Channel capacity
- 24. *APPSTORE MARKETING ●Organic ●Word of mouth ●SEO ●Chart position ●Viral channels ●Press ●Paid ●Rewarded ●Non rewarded ●Featuring networks ●Cross promo *
- 25. Monetization Create and launch a hit mobile game
- 26. *MONETIZATION PRINCIPLES ●In freemium, a very small percent of people pay (under 5%) ●Of these, a smaller % contribute a disproportionate amount of revenue ●They are usually happy to spend more, not less ●Do: ●Segment ●Uncap user spending potential ●Provide ways to spend a LOT in a short amount of time *
- 27. *GAMES VS APPS ●Apps: linear consumption * ●Games: can be exponential consumption $ spend “what you get” $ spend “what you get”
- 28. *MONETIZATION DRIVERS ●Sales ●Limited editions ●Endogenous value ●Seasonal ●Insurance ●Aesthetics ●Speed up time ●Mating ●Revenge ●Tend and befriend etc *
- 29. Question * How would you uncap spending in a dating app?
- 30. **Need advice or help on your startup? simon@frenzoo.com WhatsApp/LINE/MessageMe/Viber/WeChat/FB/Kakao/SMS 62771812