early-stage marketing w/ sophie-charlotte moatti
TRANSCRIPT
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• Help Boards and CEOs transition to mobile
• Currently: board member of Opera
Software (OPERA:Oslo) + CEO/founder of
Products That Count, think tank on mobile,
innovation and leadership
• Beforehand: product exec at Facebook
(talent acquisition) + general manager at
Trulia and Nokia + Stanford MBA + MS in EE
• linkedin.com/in/scmoatti, @scmoatti,
facebook.com/scmoatti
About me
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• Know your business fundamentals
• Use known industry KPIs
• Communicate success relentlessly
• Share your company dashboard
• My tip to grow faster
• Develop a simple business equation
Go-to-market
#1. Numbers are your friends
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Go-to-market
#2. Create a business equation
• Ultimate goal: maximize profit
• Volume first vs. Price first
• Market velocity plays a key role in go-to-market
• Customer acquisition vs. repeat transactions
• Universal business equation:
Profit = #transactions/customer * #customers * profit/transaction
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Go-to-market
#3. If you can measure it, you can improve it
• From KPIs to metrics
• Map projects to business equation
• Measure everything
• Instrument, baseline, bottom-up goal
• Revisit periodically
• “What should we focus on for the next 3-6 months?”
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Go-to-market
Dashboard example: SaaS service
• MRR: monthly revenue run rate
• Predictable revenue indicator
• Magic number: revenue from current period / COGS
from past period
• Widely-used growth indicator
• Diversification ratio: share of revenue generated by
largest customer
• Disruption indicator
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Go-to-market
Dashboard dashboard: Mobile app
• MAU: monthly active users
• Widely-used scale indicator
• DAU/MAU: daily active users / monthly active users
• Reliable engagement indicator
• ARPU: average (monthly) revenue per user
• Revenue multiple
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Consumer acquisition
#1: Define success
• Success is defining a goal and reaching it
• Brainstorm and decide as a team
• Goals are measurable
• Instrumentation + baseline + bottom-up target
• Mobile consumer acquisition metrics
• Downloads vs. signups vs. MAUs
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Consumer acquisition
#2: Minimize in-app waste
• Start by mapping the “newbie flow”
• Getting consumers to see you is hard enough
• Optimize for minimum steps @ maximum conversion
• Break down by channel, platform, geography, etc.
• My tips to minimize waste
• First screen value, social plug-ins, behavioral economics,
permissions (esp. push notifications), offline mode
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Consumer acquisition
#3: Maximize organic growth
• New users cost more than returning ones
• Resurrect existing users and retarget visitors
• Optimize for volume and conversion
• Slice by channel, platform, geography, keywords, etc.
• My tips to maximize organic growth
• Open push channel, optimize email formats, use deep
linking, crowdsource localization, create lots of content
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Consumer acquisition
#4: Ask for positive ROI on paid growth
• Mainstream channels quickly become commodities
• Standing out requires sizeable budgets
• Measure consumer LTV
• Optimize SEO/SEM, retargeting and app marketing for ROI
• My tips to drive ROI on paid growth
• Hire experts and pay them well (employees or agencies)
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Consumer acquisition
#5: Find your wild card
• New channels often have holes
• Use them ethically to your advantage
• Mobile viral loops can have huge upside
• Seek opportunities to get access to address book
• My tips to find wild cards
• Contextual invite prompt, timely sharing prompt, phone
vs. social address books
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