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THE FUNDING GAP
INTERFACE LONDON - MAY 2015
2
Everyone knows the stories about a few apps that just go viral with
no promotion. For the 99.9% of all other apps launch...
3
THE FUNDING GAP…
LAUNCH
You’re earning money from day 1
This is your money
trapped in the payment system
Apple Releases
...
4
TYPICAL LAUNCH SCENARIO
LAUNCH
Fail to get
credit with
ad networks
Can’t
reinvest to
acq more
users
You get
paid by
Appl...
PollenVC - Interface 2015
6
HOW DEVS FUND USER ACQUISITION
Venture Capital
Using equity financing
from yourVC is
expensive and dilutive
(and they do...
7
It’s not just the cash,
it’s what you can
do with it.
7
REINVEST DIRECTLY
INTO PROMOTION
ACQUIRE MORE USERS
ACCESS FUNDI...
8
TYPICAL LAUNCH SCENARIO
LAUNCH
Fail to get
credit with
ad networks
Can’t
reinvest to
acq more
users
You get
paid by
Appl...
9
LOWER YOUR EFFECTIVE CPI
BY REINVESTING WHEN
YOU ARE RIDING HIGH…
PollenVC - Interface 2015
10
MONETISATION
ACQUISITION
Test Refine
Test Refine
PollenVC - Interface 2015
11
MONETISATION ACQUISITION SUCCESS
SUCCESS FORMULA
PollenVC - Interface 2015
12
STEPS TO SUCCESS
Do a small scale test campaign
and measure EVERYTHING
Understand your key metrics -
LTV, D1/7/14/28 Re...
13
YOUR GAME
FUNDS ITS OWN UA
PollenVC - Interface 2015
14
TAKEAWAYS
Test & Develop relentlessly before you begin to ramp up
your User Acquisition campaign. Don’t launch until yo...
THANK YOU
@martinmacmillan
martin@pollen.vc
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Martin Macmillan of Pollen VC shares his solution to the mobile developer's "Funding Gap".

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The Funding Gap

  1. THE FUNDING GAP INTERFACE LONDON - MAY 2015
  2. 2 Everyone knows the stories about a few apps that just go viral with no promotion. For the 99.9% of all other apps launched, it’s necessary to spend to acquire users… DEVELOPERS NEED TO SUPPORT APP AND GAME LAUNCHES WITH PAID UA PollenVC - Interface 2015
  3. 3 THE FUNDING GAP… LAUNCH You’re earning money from day 1 This is your money trapped in the payment system Apple Releases your cash PollenVC - Interface 2015
  4. 4 TYPICAL LAUNCH SCENARIO LAUNCH Fail to get credit with ad networks Can’t reinvest to acq more users You get paid by Apple DOWNLOADS REVENUE Revenue/Downloads PollenVC - Interface 2015
  5. PollenVC - Interface 2015
  6. 6 HOW DEVS FUND USER ACQUISITION Venture Capital Using equity financing from yourVC is expensive and dilutive (and they don’t like it…) Publisher The developer can’t afford to fund UA on their own so they look for a publisher and give up a rev share. Credit Card High growth or long tail developers don’t meet the credit parameters for ad networks, so relegated to pre-paying. Doesn’t work in high growth scenarios. Err… Not at all… So many times, the funding gap means that great apps and games never see the limelight as devs cannot afford to promote effectively. PollenVC - Interface 2015
  7. 7 It’s not just the cash, it’s what you can do with it. 7 REINVEST DIRECTLY INTO PROMOTION ACQUIRE MORE USERS ACCESS FUNDING BASED ON DAILY SALES PollenVC - Interface 2015
  8. 8 TYPICAL LAUNCH SCENARIO LAUNCH Fail to get credit with ad networks Can’t reinvest to acq more users You get paid by Apple DOWNLOADS REVENUE Revenue/Downloads PollenVC - Interface 2015
  9. 9 LOWER YOUR EFFECTIVE CPI BY REINVESTING WHEN YOU ARE RIDING HIGH… PollenVC - Interface 2015
  10. 10 MONETISATION ACQUISITION Test Refine Test Refine PollenVC - Interface 2015
  11. 11 MONETISATION ACQUISITION SUCCESS SUCCESS FORMULA PollenVC - Interface 2015
  12. 12 STEPS TO SUCCESS Do a small scale test campaign and measure EVERYTHING Understand your key metrics - LTV, D1/7/14/28 Retention, ARPDAU etc. Once you understand your metrics, progress to stage 2 1 2 3Trial several networks to test acquisition costs Understand attribution mechanism and underlying virality If you can acquire users profitably, progress to stage 3 Plan how you’ll finance your UA campaign early Don’t get caught short if you find the formula that works Hit it hard, and double down… $$$ $ PollenVC - Interface 2015
  13. 13 YOUR GAME FUNDS ITS OWN UA PollenVC - Interface 2015
  14. 14 TAKEAWAYS Test & Develop relentlessly before you begin to ramp up your User Acquisition campaign. Don’t launch until you know you can acquire users profitably! Plan how you will fund User Acquisition growth campaigns. Keep your equity funding in the bank! PollenVC - Interface 2015
  15. THANK YOU @martinmacmillan martin@pollen.vc
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Martin Macmillan of Pollen VC shares his solution to the mobile developer's "Funding Gap".

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