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• Company name : Colto
• www.colto.com
1
Annex-Company Introduction
- About
- Company pitch
- Marketing Manager Role
- Marketing Campaigns Management
- Analysis of the page and other social Media
- FB campaigns
- Take over and action steps
Colto is creating imaginative and educational mobile play experiences for kids around the world based on original and branded properties
500kdownloads
with no marketing
11
Game
Awards
An experience KIDS LOVE + PARENTS TRUST
unique selling point
Colto’s games
Eli ExplorerFree/paid app $1.99
Launched 8/1/201520k downloads (4.7k paid)
ABC GurusFree/Paid app $1.99
Launched 4/3/201533k downloads (8.8k paid)
Star GurusFree/Paid app $0.99
Launched 6/5/2015158k downloads (4.8k paid)
Shape GurusFree/Paid app $1.99
Launched 12/8/2015161k downloads (11.3k paid)
Art GurusFree
Launched 2/12/2015115k downloads
6 out of 6Apps featured
on the
App Store
Rated 4/4
stars on
USA today
Highlights Monster DayPaid app $2.99
Launched 24/5/20164.8K paid downloads
2015 2016
COMPETITIVE ADVANTAGES
• HIGH QUALITY AWARD-WINNING GAMES
We are a small passionate team committed to creating high quality games. We
are perfectionists who care about the smallest details in our games.
• GAME TESTING AT SCHOOLS
We rigorously test our games with dozens of kids over various sessions at
Preschools and Kindergartens
• MUM/TEACHER FOUNDER + COLLABORATION WITH TEACHERS
Colto’s CEO is a Mum/Teacher and we have close relationships with Preschool
and Kindergarten Teachers who we collaborate with to develop our games
• SKILLS BASED ON CORE KNOWLEDGE SEQUENCE
Our apps teach Preschoolers key educational skills they need to acquire based
on the Core Knowledge Sequence
• 5 STAR APP STORE RATINGS
Our games are regularly reviewed and rated between 4.5 to 5 stars by users on
the App Store
• DIRECT CORRESPONDENCE WITH OUR USERS
Our users regularly email us comments on our games and we personally
respond to each message within 24 hrs
• SAFE FOR KIDS
Our games are COPPA (Children’s Online Privacy Protection Act) compliant
and contain no advertising or in-app purchases
Market
0
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2014 2015 2016 2019
GROWTH OF MOBILE LEARNING PRODUCTS AND SERVICES MARKET
$ B
illio
n
App Annie Report - May 2016
GAMES + EDUCATION = 75%
Games40%
Education35%
Books17%
Entertainment
6%
Other 2%
http://www.ambientinsight.com
TOP 100 APPS BY REVENUE iOS KIDS CATEGORY WORLDWIDE
CTRscore
100
Non-ethical
Ethical
50 75
Sold in April 2016 for $100 million
100 milliondownloads
Competitors
Revenue Model
1 -Partnership Apps – branded IP
• Paid and Freemium apps• 90/10 revenue share (until development costs recovered)• 50/50 revenue share• Colto owns IP of code• Colto owns royalties of original characters
2 -Colto’s Apps – original IP
Team
Catriona WallisFounder/CEOCareer in Business DevelopmentMum, Teacher, Huffington Post BloggerDegree in Project Management University of NSW, Australia
Davide JonesCTOWinner of Unicredit 2014 HackathonMobile App CompetitionMasters in Computer EngineeringPolitecnico di Milano
Roberto CasanoviHead Programmer+ Music ComposerMasters in Computer EngineeringPolitecnico di Milano
Martina Dell’AcquaDesign DirectorWinner of 2015 Best Game Award –Global Game Jam CompetitionMasters in Product Design for InnovationPolitecnico di Milano
Mohmmed SiefMarketing ManagerMasters in Management EngineeringPolitecnico di Milano (graduating 2016)
Paolo ZanzotteraColto’s Business Adviser/CoachDegree in Business + Law, Bocconi UniversityBoard Member ShinyStat, Co-founderAppocrate, Digital Marketing SpeakerAuthor of “Come guadagnare con le App$” -Hoepli
Federica PiccoloMarketing InternMasters in CommunicationUniversità degli Studi di Milano (graduating 2016)
Colto’s team includes a Mum/Teacher, 2 Developers, a Designer and 2 Marketers covering 360 degrees of skills required to create high quality kidsgames.
CEO
VP MKT CTO DEV1 DEV2 Designer DM VP TM 12
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19
- Application series 1- Application series 2- Colto Brand
Unique visitors for GT page only without Blog posts and other related pages.
September October December February April June
947
2529
2818
2052
2146
2334
2350
1976
2136
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Sign ups
Sign ups
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Apply
Apply
Unique visitors for GZ page only without Blog posts and other related pages.
September October December February April June
596
1237
2510
1273
2146
1410
1688
1980
1785
050
100150200250300350400450500
Sign ups
Sign ups
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Apply
Apply
Unique visitors for membership page only without Blog posts and other related pages.
Total unique visits to our website since September 2014 till June 23 2015 www.Colto.org.es
Main strategies : - Centralization of the entity channels - Collaborative and innovative working style
The main purpose was to enable the company to leverage a digital maturity starting from centralizing the main online interfaces and optimizing our main online channels to inspire , enable and visualize the experience we provide to increase our conversion rate and facilitate more leads to our products.
Colto Apps in apple store is the main online platform that lead to more then 80 % of the current downloads the company receive.
Colto.com
Colto.com/about
Colto.com/apps/shape-gurus
Colto.com/apps/monster-days
Colto.com/apps/star-gurus
Colto.com/apps/abc-gurus
Colto.com/apps/eli-explorer
Colto.com/supportColot.com/apps Colto.com/blog
Colto.com/developer
Colto.com/developer/jobs Colto.com/developer/press Colto.com/developer/educational-content Colto.com/developer/contact-us
colto,com/blog/title-article1
colto,com/blog/title-articleN
The Tree Map for Colto.com
COLTO
0
200
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800
Page Likes
Llikes
0
1000
2000
3000
4000
5000
Post Reach
October
November
December
Janurary
Febraury
Italy
United states
Australia
Iran
Germany
UK
Japan
Canada
208
149
69
36
14
14
14
11
Avg Fans : Active all week Timing: 6pm- 10pm
Competitors to watch
• FB campaigns- Analysis of the recent campaign- Things to avoid- Optimize our Paid FB campaigns
From Jan 8th- Jan 15
% total reach Avg CPM Avg CPC
% total reach Avg CPM Avg CPC
% total reach Avg CPM Avg CPC
0
10
20
30
40
50
25-34 35-44 45-54
Ages
Llikes
Age
25-34
35-44
45-54
Reach
47.7 %
49.3 %
2.9%
• Take over and action steps
Relevance Traffic Difficulties
Brain Storm in relevant keywords that represent the
game ( More people = more
ideas )
Check the keywords traffic
score ( 4 and up )
Use different tools to
identify more keywords
related to the brainstorming output based
in keyword importance
Compare them with
competitors keywords ,
track similar competitors performance
and get inspired
Check how difficult to rank for that keyword ( our aim is to be top 10
in keyword selected )
Track current Keywords
Optimize Research Submit
Analysis the current keywords in the key
words ranking for IOS in Keywords
optimization and in Keywords spy for
Android
Identify Keywords that are not
performing well and/or keywords that
break ASO best practices and replace
them
Spy competitors,
track ideas for keywords/phrases and how they
perform overtime based
in their relevance,
difficulties and traffic score
Submit new keywords, track
their performance and re-do this
steps
• After playing the game, Our main objective is to come up with keywords that describe the game and what the app offer.
• The Brain storming will relay in the imagination of each of us relaying on his/her understanding of the game after playing it.
• The output of this brainstorming session is words that are relevant to the game without bothering on how this words are popular or not.
• Use several tool to gather more ideas :- www.soovle.com- keywordtool.io
Track our ranking performance ( aim is top 10 )
The popularity of the Keyword and change in Difficulties
The competition on the Keyword
Find alternatives
It’s not only about finding us but to like our App which relay in ( screenshots, description and
reviews, icons )
Conversion
May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar April
2017
1
250
500
750
1000
1250
1500
Hypothetical US App store rankings
for Monster Day
- - - - - --
US App Store
Rankings
Launch V.1.0
Pre summer price
promotion $3.99- Free
Christmas update price
promotion $3.99-$2.99
Release V.1.1
Christmas Update
Summer Holiday
promotion$3.99- $2.99
0
2016
Pricing Model design
top related