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The Complete Guide To Evaluating Mobile Startups

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The Complete Guide to Evaluate a Mobile Startup 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.


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Why should you care about mobile?


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Mobile unicorns kick ass!


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105 mobile internet unicorns’ total enterprise value ~ $839 billion Source:  Digi-­‐Capital  -­‐  h3p://www.digi-­‐capital.com/news/2015/11/mobile-­‐internet-­‐stocks-­‐down-­‐15-­‐unicorn-­‐valuaBons-­‐drop-­‐by-­‐ average-­‐1-­‐billion/#more-­‐1049  


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85% mobile internet unicorns came from US & China – Q3 2015 1.  2.  3.  4.  5.  6.  7.  8.  9.  10.  11.  12.  13.  14.  United States China India Japan South Korea Israel Sweden United Kingdom Germany Finland Denmark France Singapore Malaysia Source:  Digi-­‐Capital  -­‐  h3p://www.digi-­‐capital.com/news/2015/11/mobile-­‐internet-­‐stocks-­‐down-­‐15-­‐unicorn-­‐valuaBons-­‐drop-­‐by-­‐ average-­‐1-­‐billion/#more-­‐1049  


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7 sectors made up 90% of total mobile internet enterprise value – Q3 2015 1.  2.  3.  4.  5.  6.  7.  Social, mCommerce Transport Finance Messaging Games Food & drink Source:  Digi-­‐Capital  -­‐  h3p://www.digi-­‐capital.com/news/2015/11/mobile-­‐internet-­‐stocks-­‐down-­‐15-­‐unicorn-­‐valuaBons-­‐drop-­‐by-­‐ average-­‐1-­‐billion/#more-­‐1049  


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Growing Mobile Startups is Tough


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Growing Mobile Startups is Tough •  Mobile marketing is tough. ASO vs SEO. •  Mobile engagement is tough. MAU, DAU, Churn •  Mobile monetization is tough. Mobile CPM is still relative low. •  Mobile payment is still not 100% ready. iOS users still worth more than Android users. •  Device fragmentation. iOS or Android first? •  Big guys are all eating your lunch. Tough to find opportunities that Facebook, Apple, Google, Amazon, Baidu, Alibaba and Tencent are not working on.


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How to evaluate a mobile deal?


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A few questions you might want to ask…


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Mobile marketing is tough. How to market your app? What is your CPI & CPA ? Top 10 ways to market your apps 1.  Cross promotion – partnership or your own app 2.  App Store Optimization 3.  Banner ads 4.  Social campaigns 5.  Email campaigns 6.  PR 7.  Video ads 8.  Interstitial ads 9.  In-app viral campaign 10.  Web organic search Source:  Venturebeat  -­‐  h3p://venturebeat.com/2014/12/08/mobile-­‐acBon-­‐releases-­‐free-­‐app-­‐store-­‐opBmizaBon-­‐and-­‐intelligence-­‐ toolbox/    


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Mobile engagement is tough. How do you retain your users? 1.  How to keep them coming back? •  Push notification •  Emails 2.  What is your DAU? 3.  What is your MAU? 4.  What is your churn? 5.  What is your life time Source:  h3p://www.spaceotechnologies.com/make-­‐a-­‐great-­‐mobile-­‐app/  


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Mobile monetization is tough. How will you make money? What is your ARPU/LTV? 1.  2.  3.  4.  5.  Advertising Subscription In-app purchase Affiliate Driving installs for other apps Source:  h$p://epaperbird.com/  


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Mobile payment is tough. How would you collect money? 1.  2.  3.  4.  Source:  h$p://epaperbird.com/   Apple iOS Google Pay Carrier billing Paypal / Alipay / Stripe / Tenapy


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Android vs iOS. What platforms would you choose to start and why?


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Android dominated the market with an 82.8% share in 2015 Q2. Source:  IDC  -­‐  h$p://www.idc.com/prodserv/smartphone-­‐os-­‐market-­‐share.jsp  


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How to find the right deal?


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A few good tools for evaluating mobile deals 1.  2.  3.  4.  5.  6.  7.  Mobile Action (https://www.mobileaction.co) Apptopia (https://www.apptopia.com/) App Annie (https://www.appannie.com/cn/) CBInsights (https://www.cbinsights.com) Mattermark (http://mattermark.com) Angellist (https://angel.co) Industry & local experts (https://edith.co)


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A few more thoughts in finding deals… 1.  2.  3.  4.  5.  Find your co-investors & make friends ☺ Partner up with industry experts Identify top talents (from your country) with unicorns experience Identify first clone opportunities in your region Do your research – on industries, categories, person, competitors, and many more. 6.  Stay on top of the latest mobile trends. Subscribe to Edith’s newsletter ☺ 7.  Invest in category leaders (not followers)


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A few thoughts in evaluating people •  •  •  •  •  •  •  •  •  Resiliency Visionary Curiosity Product vision Fearlessness Resourcefulness Charisma Commitment Man or Woman of their word


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A few more mobile trends…


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Virtual Reality is the Future


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Internet of Everything The Internet of Things (IoT) is the network of physical objects or "things" embedded with electronics, software, sensors, and network connectivity, which enables these objects to collect and exchange data. Source:  Chris  McCann   h3ps://medium.com/@mccannatron/esports-­‐market-­‐ecosystem-­‐map-­‐c6ae5bc6a7d0  


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eSport eSports is big, bigger than you imagine. 27M people watched the final League of Legends event vs. 19.9M viewers watched the full 6 game series of the 2015 NBA finals Source:  Chris  McCann   h3ps://medium.com/@mccannatron/internet-­‐of-­‐things-­‐iot-­‐market-­‐ecosystem-­‐map-­‐28a73d1393f  


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Messaging is eating the world


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Next 5 Years of Mobile innovation will come from Asia, not Silicon Valley.


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You can have your mooncake and eat it too.


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


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