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OPPORTUNITIES FOR SME’S IN THE APP ECONOMY
MARTIN MACMILLAN
2
PROBLEM. PLATFORMS ONLY
PAY OUT REVENUE UP TO 60+
DAYS AFTER YOU’VE EARNED IT.
LAUNCH
You’re earning money from day 1
Th...
3
TYPICAL LAUNCH SCENARIO
LAUNCH
Fail to get
credit with
ad networks
Can’t reinvest
to acquire
more users
Get paid by
plat...
eSkills - European Parliament - 14 October 2015
55
Reinvest directly
into advertising
Acquire more users
more quickly
Draw down earnings
on a daily basis
A NEW WAY…
eSkil...
6
CHALLENGES FACING APP DEVELOPERS
Funding
Raising venture/angel money for
your app
BUT - developers getting smart -
great...
7
SKILLS
•Developers are moving from being “just developers” into fully fledged
businesses
•Requires a blend of technical/c...
8
DIGITAL
Traditional SME - eg Restaurant
Access to capital
Ambition/Reach
Motivations
End game
App Business
Venture/Angel...
9
GROWTH IN THE LONG TAIL
eSkills - European Parliament - 14 October 2015
•c. 70,000 developers making more than $10k/year...
MILLIONAIRE’S INDEX
Sign up at http://insights.pollen.vc/
FOLLOW US NOW!
@PollenVC
THANK YOU
martin@pollen.vc
@martinmacmillan
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Martin Macmillan's presentation to the European Parliament on the need for Business Management and Marketing training to improve competitiveness of SME businesses operating in the digital single market.

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Opportunities for SMEs in the App Economy

  1. 1. OPPORTUNITIES FOR SME’S IN THE APP ECONOMY MARTIN MACMILLAN
  2. 2. 2 PROBLEM. PLATFORMS ONLY PAY OUT REVENUE UP TO 60+ DAYS AFTER YOU’VE EARNED IT. LAUNCH You’re earning money from day 1 This is your money trapped in the payment system Platforms release your cash… eSkills - European Parliament - 14 October 2015
  3. 3. 3 TYPICAL LAUNCH SCENARIO LAUNCH Fail to get credit with ad networks Can’t reinvest to acquire more users Get paid by platforms DOWNLOADS REVENUE Revenue/Downloads Jan 2015 Feb 2015 Mar 2015 Apr 2015 May 2015 Jun 2015 Jul 2015 eSkills - European Parliament - 14 October 2015
  4. 4. eSkills - European Parliament - 14 October 2015
  5. 5. 55 Reinvest directly into advertising Acquire more users more quickly Draw down earnings on a daily basis A NEW WAY… eSkills - European Parliament - 14 October 2015
  6. 6. 6 CHALLENGES FACING APP DEVELOPERS Funding Raising venture/angel money for your app BUT - developers getting smart - greater evidence of bootstrapping Discoverability Structural issues with app stores One size fits all approach BUT it’s changing… User Acquisition User acquisition remains opaque and expensive BUT - no longer the preserve of the big guys - becoming more accessible to smaller devs eSkills - European Parliament - 14 October 2015
  7. 7. 7 SKILLS •Developers are moving from being “just developers” into fully fledged businesses •Requires a blend of technical/commercial skills rather than just coding •Greater propensity for developers to help each other succeed, eg Finnish gaming studios •Ecosystem support is crucial. Tax breaks also help! eSkills - European Parliament - 14 October 2015
  8. 8. 8 DIGITAL Traditional SME - eg Restaurant Access to capital Ambition/Reach Motivations End game App Business Venture/Angel financing Destiny Lack of tools eg invoice financing Emerging M&A market eSkills - European Parliament - 14 October 2015 VS SME COMPARISON PHYSICAL
  9. 9. 9 GROWTH IN THE LONG TAIL eSkills - European Parliament - 14 October 2015 •c. 70,000 developers making more than $10k/year across iOS and Google Play •L-Shaped revenue curve is flattening out •More opportunities for developers in the long tail •User acquisition becoming better understood
  10. 10. MILLIONAIRE’S INDEX Sign up at http://insights.pollen.vc/ FOLLOW US NOW! @PollenVC
  11. 11. THANK YOU martin@pollen.vc @martinmacmillan
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Martin Macmillan's presentation to the European Parliament on the need for Business Management and Marketing training to improve competitiveness of SME businesses operating in the digital single market.

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