figaro digital conference - from crawl to run - how lost my name grew up, fast
TRANSCRIPT
![Page 1: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/1.jpg)
Depesh Mandalia Head of Performance Marketing
From crawl to run - how we grew up, fast
![Page 2: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/2.jpg)
● Our story
● Facebook ads
● Managing growth
● 7 key takeaways
![Page 3: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/3.jpg)
TECH + STORYTELLING + PERSONALISATION=
MAGIC
![Page 4: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/4.jpg)
https://www.youtube.com/watch?v=-yXYw5QdtfA
![Page 6: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/6.jpg)
November 2012
An idea… “we can create a better personalised book than this...”
![Page 7: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/7.jpg)
April 2013
Public beta launched
![Page 8: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/8.jpg)
December 2013
Founders quit their day jobs to run Lost My Name
23k book sold
![Page 9: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/9.jpg)
Apr 2014
£500k early seed investment at £2.5M valuation
![Page 10: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/10.jpg)
May 2014
500% ROI through Facebook ads
the “wow” and “aha” moment
![Page 11: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/11.jpg)
July 2014
Dragons slayed: 4% for £100k and Piers Linney nabbed
![Page 12: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/12.jpg)
October 2014
Going global:
Launch of EN-US, FR, ES and DE languages
![Page 13: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/13.jpg)
November 2014
Mega growth: Xmas
Big FB spend and 4X return
![Page 14: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/14.jpg)
December 2014
325k books sold
10X growth
![Page 15: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/15.jpg)
February 2015
Mega growth 2: US, DE, FR, ES sales liftoff
![Page 16: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/16.jpg)
May 2015
BIG decline. #fail
Burned by Facebook changes and pushing limits
![Page 17: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/17.jpg)
June 2015
$9M Series A raise
Google Ventures and others join the party
![Page 18: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/18.jpg)
July 2015
More global, bigger ambitions, recruitment push
![Page 19: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/19.jpg)
September 2015
Growth is back on track
![Page 20: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/20.jpg)
November 2015 (today)
Mega growth 3: Xmas kicks-in
![Page 21: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/21.jpg)
Facebook adsFacebook ads
![Page 22: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/22.jpg)
http://making.lostmy.name/data
![Page 23: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/23.jpg)
Spend v Revenue
![Page 24: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/24.jpg)
Spend v Revenue
![Page 25: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/25.jpg)
Facebook ads zen
• Obsess over your target audience
• Trust in Facebook’s creepy user intelligence
• The algorithm wins
• Get creative
• Test, immensely, deeply.
![Page 26: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/26.jpg)
Think: Growth
![Page 27: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/27.jpg)
Stay tangle free
![Page 28: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/28.jpg)
Hypothesis
Prioritisation
Test
Outcomes
![Page 29: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/29.jpg)
7 Growth Takeaways
![Page 30: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/30.jpg)
7 Growth Takeaways
1. Fail fast, fail often
![Page 31: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/31.jpg)
7 Growth Takeaways
2. Controlled risks/losses
![Page 32: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/32.jpg)
7 Growth Takeaways
3. MVP everything, move fast
![Page 33: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/33.jpg)
7 Growth Takeaways
4. Don’t assume you know your audience
![Page 34: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/34.jpg)
7 Growth Takeaways
5. Process and document everything
![Page 35: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/35.jpg)
7 Growth Takeaways
6. Resource ahead
![Page 36: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/36.jpg)
7 Growth Takeaways
7. Stretch but don’t snap
![Page 37: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/37.jpg)
![Page 38: Figaro digital conference - From crawl to run - how Lost My Name grew up, fast](https://reader031.vdocument.in/reader031/viewer/2022021919/5879ea1b1a28ab15288b682f/html5/thumbnails/38.jpg)
Tweet @depeshm
15% discount: www.lostmy.
name/friends/depesh-mandalia
Join the team