Presented for UTS Project Pitch 2015 event. This is about Tapmint's journey and our experience marketing products. We also discuss conversion funnel and ways to start acquiring customers.

1. Our Startup Journey: Path to
500,000 customers
Presented for UTS
on 26 September 2015

2. Matthew Ho
● Deloitte -> Next Digital -> Airbnb -> Native Tongue -> Tapmint
● Worked in digital for 7 years
● Twitter: @inspiredworlds
Head of Product Development at Tapmint

3. Tapmint
● Consulting on innovation & rapid
experimentation for web/mobile
● 1st winning team in Startup Weekend
Aus with Native Tongue
● 4 language game apps
● 500,000 downloads
● Twitter: @tapmint

4. ● We won Startup Weekend Melbourne in
May 2011
● 5 months later - launched Mandarin
Madness, our first mobile app on
Android, then iOS
● We were starting to get press

5. ●
● $1k in our first week
● #2 top paid education iOS app

6. ● Let’s do more apps!
● 5 apps x $1k per week x 52 = $260k
● Our second app came out a month later
● Botched the second launch
● Spread too thin
○ Chinese, Spanish, English
○ Platforms - iOS, Android, Amazon

7. ● 500,000 downloads
● Played 2.5 million times.
● Used in a number of schools around
the world
● Bumpy ride in 1.5 years.
● Launched LP Strategy, a word game
cheat app in 2 weeks

8. ● We could build innovative apps fast
and iterate
● Started a new business Tapmint to
provide consulting services on
innovative mobile apps/web apps
● Leveraging our startup experience &
skills building products
● Worked on 14 products

9. ● Get product to market sooner.
● Stay focused on a single product with a
narrow set of features
● Faster iterations with smaller updates.
Lessons Learnt

10. ● Lean startup
● Moves together
● Higher throughput
● Learn faster

11. Conversion Funnel

12. Conversion Funnel

13. Conversion Funnel

14. Marketing activities
● PR - Language & Education
● App review websites - not effective
● Blogs
● Social Media
● Reaching out on Twitter
● ASO - Organic search

15. Marketing activities
● Mobile advertising experiments
● Education app stores
● Kids tablet - nabi
● Direct sales to schools - long sales cycle
● iTunes education volume purchase
● Marketing via the product

16. The path to customers
● Talk & listen to customers
● Experiment with different channels
● Double down on what works
● Focus on 1 free + 1 paid channel
● 1 person focuses on customers & distribution

17. ● Email: hello@tapmint.com
● Website: http://tapmint.com
● Twitter.com: @inspiredworlds
● Personal blog: http://inspiredworlds.com
Contact Me