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Startup Metrics for Mobile Pirates

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/! Startup Metrics for Mobile Pirates #MOAARRR Presented by 500 Mobile Collective – Edith Yeung! @edithyeung!


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/! Edith Yeung is a Partner at 500 Startups’ Mobile Collective, focusing on investing in mobile apps and consumer internet startups. Before 500, Edith was the VP of marketing & business development for Dolphin Browser. Dolphin Browser is a Sequoia-backed mobile browser with over 150 million installs worldwide. She also founded RightVentures seed stage investment firm focusing on mobile and consumer internet companies. Prior, she led many operation roles at Oracle, Siebel, AT&T, Symantec, Telstra, Cisco, Autodesk, etc. @edithyeung!


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/! “500 Startups is the most active seed investor in Silicon Valley tech companies”! – The Silicon Valley Tech Venture Capital Almanac, Fall 2013! JULY! 2010! FOUNDED! /! M $125! TOTAL COMMITTED CAPITAL¹! 900! ! + PORTFOLIO COMPANIES2! The various geographies highlighted in the map result from investments we have made across all 500 Startups funds and are not held in Fund IV specifically. 1. The Silicon Valley Tech Venture Capital Almanac, Fall 2013 and TechCrunch Article May 5, 2015, “500 Startups Aims To Be The Largest VC Shop In The World” http://techcrunch.com/2015/05/05 /500-startups-aims-to-be-the-largest-vc-shop-in-the-world/ 2. Approximated as of 9/1/2015 and includes the following 500 Startups funds: (a) 500 Startups, L.P. and 500 Startups-A, L.P. (together, “Fund I”), (b) 500 Startups II, L.P. and 500 Startups II-A, L.P. (together, “Fund II”), (c) 500 Startups III, L.P. and 500 Startups III-A, L.P. (together, “Fund III”), (d) 500 Startups IV, L.P. and 500 Startups IV-A, L.P. (together, “Fund IV”), (e) 500 Startups Annex Fund , L.P. (“Annex”), (f) 500 Luchadores, L.P. (“Luchadores”), (g) 500 Durians, L.P. (“Durians”), (h) 500 Mobile Collective, L.P. (“Mobile Collective”, (i) 500 Kimchi, L.P. (“Kimchi”), (j) 500 TukTuks, L.P. (“Tuk Tuks”), (k) 500 Startups Japan, L.P. ("Japan") and (l) 500 Startups Istanbul, L.P. ("Istanbul")." @edithyeung!


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/! 500 Unicorns and Centaurs and many ponies! Companies are a select sampling of investments across 500 Startups funds and will not be held in Fund IV. While Fund IV has not invested in the rounds of financing shown on this slide, at least one 500 Startups fund has invested in one or more rounds of financing for each of these companies. The valuations listed herein are estimated as at 9/1/2015 based on 500 Startups Valuation Policy as set out in the Appendix to this presentation. These numbers provide a snapshot of estimated valuation as at a particular time and may change. Further detail with regard to financing of companies listed on this slide can be found on Crunchbase. @edithyeung!


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/! Dave McClure’s ARRRR ! @edithyeung!


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/! MOAARRR! @edithyeung!


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/! @edithyeung!


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/! AARRR for Mobile. MO-AARRR!! • Acquisition – What is your install base? How do you acquire users?! • Activation – What is your onboarding process? Happy UI & UX?! • Retention – What is your MAU & DAU? Push, email & community strategies?! • Referral – What is your referral process?! • Revenue – How do (or will) you make money? What is your ARPU?! ! @edithyeung!


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/! MO-AARRR! Activation! Acquisition! Referral! •  •  •  •  •  •  •  Social! •  Email! •  Incentivized or nonincentivized! •  Word of Mouth! Sign up process! Tutorial! Welcome email! Push permission! Social permission! 1st Call to Action! •  App Store SEO! •  Mobile Web SEO! •  PR (Blog, media, forum)! •  OEMs / Carriers Preload! •  Social (Paid or Non-Paid)! •  Mobile Ad Network (Incentivized or non-incentivized)! •  Desktop (iOver the Air for Android)! •  App Referral! Retention! •  Retail side-load! •  •  •  •  •  •  Engagement push! Review request! Email! Seasonal Campaigns! Social ! Default setting! Revenue! •  •  •  •  •  •  Subscription! Advertising! In-App Purchase! eCommerce! App Referral! Backend data ! @edithyeung!


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/! Acquisition – App Store SEO ! @edithyeung!


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/! Acquisition – Mobile Web SEO! @edithyeung!


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/! Acquisition – PR / Blog / YouTube! @edithyeung!


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/! Acquisition – OEMs / Carriers Preload! @edithyeung!


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/! Acquisition – Incentivized & Non-incentivized Mobile Ad ! @edithyeung!


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/! Acquisition – Over the Air ! @edithyeung!


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/! Acquisition – App Referral! @edithyeung!


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/! Acquisition – Retail side-load! @edithyeung!


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/! Mobile Customer Lifecycle & Conversion Behavior! Activation! Acquisition! Referral! •  •  •  •  •  •  •  Social! •  Email! •  Incentivized or nonincentivized! •  Word of Mouth! Sign up process! Tutorial! Welcome email! Push permission! Social permission! 1st Call to Action! •  App Store SEO! •  Mobile Web SEO! •  PR (Blog, media, forum)! •  OEMs / Carriers Preload! •  Social (Paid or Non-Paid)! •  Mobile Ad Network (Incentivized or non-incentivized)! •  Desktop (iOver the Air for Android)! •  App Referral! Retention! Monetization! •  •  •  •  •  •  •  •  •  •  •  •  Engagement push! Review request! Email! Seasonal Campaigns! Social ! Default setting! Subscription! Advertising! In-App Purchase! eCommerce! App Referral! Backend data ! @edithyeung!


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/! Activation – Sign up Process! @edithyeung!


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/! Activation – Tutorial! @edithyeung!


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/! Activation – Welcome Email! @edithyeung!


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/! Activation – Push Notification! @edithyeung!


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/! Activation – Social Permission! @edithyeung!


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/! Activation – Very first Call to Action! @edithyeung!


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/! MO-AARRR! Activation! Acquisition! Referral! •  •  •  •  •  •  •  Social! •  Email! •  Incentivized or nonincentivized! •  Word of Mouth! Sign up process! Tutorial! Welcome email! Push permission! Social permission! 1st Call to Action! •  App Store SEO! •  Mobile Web SEO! •  PR (Blog, media, forum)! •  OEMs / Carriers Preload! •  Social (Paid or Non-Paid)! •  Mobile Ad Network (Incentivized or non-incentivized)! •  Desktop (iOver the Air for Android)! •  App Referral! Retention! Revenue! •  •  •  •  •  •  •  •  •  •  •  •  Engagement push! Review request! Email! Seasonal Campaigns! Social ! Default setting! Subscription! Advertising! In-App Purchase! eCommerce! App Referral! Backend data ! @edithyeung!


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/! Retention – Engagement Push! @edithyeung!


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/! Retention – Review Request! @edithyeung!


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/! Retention – Email! @edithyeung!


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/! Retention – Seasonal Campaigns! @edithyeung!


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/! Retention – Default Setting! @edithyeung!


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/! MO-AARRR! Activation! Acquisition! Referral! •  •  •  •  •  •  •  Social! •  Email! •  Incentivized or nonincentivized! •  Word of Mouth! Sign up process! Tutorial! Welcome email! Push permission! Social permission! 1st Call to Action! •  App Store SEO! •  Mobile Web SEO! •  PR (Blog, media, forum)! •  OEMs / Carriers Preload! •  Social (Paid or Non-Paid)! •  Mobile Ad Network (Incentivized or non-incentivized)! •  Desktop (iOver the Air for Android)! •  App Referral! Retention! Revenue! •  •  •  •  •  •  •  •  •  •  •  •  Engagement push! Review request! Email! Seasonal Campaigns! Social ! Default setting! Subscription! Advertising! In-App Purchase! eCommerce! App Referral! Backend data ! @edithyeung!


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/! Referral – Social ! @edithyeung!


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/! Referral – Email ! @edithyeung!


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/! MO-AARRR! Activation! Acquisition! Referral! •  •  •  •  •  •  •  Social! •  Email! •  Incentivized or nonincentivized! •  Word of Mouth! Sign up process! Tutorial! Welcome email! Push permission! Social permission! 1st Call to Action! •  App Store SEO! •  Mobile Web SEO! •  PR (Blog, media, forum)! •  OEMs / Carriers Preload! •  Social (Paid or Non-Paid)! •  Mobile Ad Network (Incentivized or non-incentivized)! •  Desktop (iOver the Air for Android)! •  App Referral! Retention! Revenue! •  •  •  •  •  •  •  •  •  •  •  •  Engagement push! Review request! Email! Seasonal Campaigns! Social ! Default setting! Subscription! Advertising! In-App Purchase! eCommerce! App Referral! Backend data ! @edithyeung!


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/! Revenue – Subscription ! @edithyeung!


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/! Revenue – Advertising! @edithyeung!


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/! Revenue – In-App Purchase! @edithyeung!


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/! Revenue – eCommerce! @edithyeung!


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/! Revenue – Partnership & Revenue share! @edithyeung!


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/! Revenue – Selling Data! @edithyeung!


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/! MO-AARRR! Activation! Acquisition! Referral! •  •  •  •  •  •  •  Social! •  Email! •  Incentivized or nonincentivized! •  Word of Mouth! Sign up process! Tutorial! Welcome email! Push permission! Social permission! 1st Call to Action! •  App Store SEO! •  Mobile Web SEO! •  PR (Blog, media, forum)! •  OEMs / Carriers Preload! •  Social (Paid or Non-Paid)! •  Mobile Ad Network (Incentivized or non-incentivized)! •  Desktop (iOver the Air for Android)! •  App Referral! Retention! •  Retail side-load! •  •  •  •  •  •  Engagement push! Review request! Email! Seasonal Campaigns! Social ! Default setting! Revenue! •  •  •  •  •  •  Subscription! Advertising! In-App Purchase! eCommerce! App Referral! Backend data ! @edithyeung!


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/! You can find my presentation here:! •  •  •  •  Deck http://www.edith.co/#blog Email edith@500.co Twitter @edithyeung Newsletter http://www.edith.co/#newsletter @edithyeung!


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