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7/31/2019 Chris Downie and Dave Heilmann - You Just Have to Be There
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7/31/2019 Chris Downie and Dave Heilmann - You Just Have to Be There
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SparkPeople Confidential | 2011 SparkPeople All Rights Reserved. 2
Overview
Presentation Overview Team History: It can happen in Cincinnati
Who is SparkPeople
Our mobile experience & approach get out there andkeep expanding
Key takeaways to be there & future of mobile
Todays Goals:Mobile is here to stay. Well provide a few tips and strategies to start capitalizing now as part of a longer
terms plan
7/31/2019 Chris Downie and Dave Heilmann - You Just Have to Be There
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SparkPeople Confidential | 2011 SparkPeople All Rights Reserved.
Who is SparkPeople
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Team History: It Can Happen In Cincinnati!
Personal Story -- anyone can use these techniques
Anxiety shyest kid in class
Trapped yo-yo fitness
Corporate life: Dont be like Larry!
Combine exercise and goal setting
Ten Minute Fitness Streak control destiny
More likely to stop at gym instead of Taco Bell
Exercise tipping point more work at first vs. benefits
Wanted to improve in all areas of life
I can do anything!
7/31/2019 Chris Downie and Dave Heilmann - You Just Have to Be There
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SparkPeople Confidential | 2011 SparkPeople All Rights Reserved.
Who is SparkPeople
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It Can Happen In Cincinnati!
Pat Story at Procter & Gamble:
Your daily actions and words impactmore people than you realize!
How many people could you Spark?
7/31/2019 Chris Downie and Dave Heilmann - You Just Have to Be There
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SparkPeople Confidential | 2011 SparkPeople All Rights Reserved.
Who is SparkPeople
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Team History: It Can Happen In Cincinnati!
Up4Sale.comeBays leading competitor
Team = 4 UC grads & 1 UC co-op
$50K on credit cards
Support of small team
Bootstrapping: ice storm/no brakes
eBay acquired us their first acquisition
Met wife at eBay
Approximate $100 million internet exit on $100K capital
http://images.google.com/imgres?imgurl=http://baikong.files.wordpress.com/2008/12/ebay-logo.jpg&imgrefurl=http://baikong.wordpress.com/2008/12/&usg=__vdPkqQt6h4ILs6MZzd0cXa8eAic=&h=352&w=640&sz=16&hl=en&start=1&sig2=7VUanos72P2CLeFckxiVhA&um=1&tbnid=FvKbuOGRKwxG1M:&tbnh=75&tbnw=137&prev=/images?q=ebay+logo&hl=en&sa=X&um=1&ei=Y1_aSd2hA6XmlQehz7DgDA7/31/2019 Chris Downie and Dave Heilmann - You Just Have to Be There
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SparkPeople Confidential | 2011 SparkPeople All Rights Reserved.
Who is SparkPeople
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Team History: It Can Happen In Cincinnati!
From shy kid to realizing my mission in life was to help other people reach their goals
Started new company to SPARK millions of PEOPLE to reach their goals
Added one great person at a time to our team team includes members
Continuous improvement based on member feedback
We LOVE being a Cincinnati-based tech company on a national stage!
7/31/2019 Chris Downie and Dave Heilmann - You Just Have to Be There
7/13 SparkPeople Confidential | 2011 SparkPeople All Rights Reserved.
Who is SparkPeople
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SparkPeople Overview
35 employees today, 25 in Cincinnati
Became largest diet and fitness site in2009
Helps members be healthy through acombination of:
Trackers calorie tracker, fitness logs, etc
Content articles, recipes, & more
Community teams, friends, messaging
Primary revenue driver is sponsorshipsales, but also publishes books, DVDs,and more
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
Jan,
2009
March
May
July
September
November
Jan,
2010
March
May
July
September
November
Jan,
2011
March
May
July
September
November
Jan,
2012
SparkPeople Unique Visitor Growth(Google Analytics)
7/31/2019 Chris Downie and Dave Heilmann - You Just Have to Be There
8/13 SparkPeople Confidential | 2011 SparkPeople All Rights Reserved.
Our Approach & Experience
* Source: SparkPeople Registration Data (remaining from 2010 user survey. n=23,000) 8
Our Original Mobile Approach
Since our founding in 2001, we monitored the overallpenetration of mobile devices, especially within ourtarget female demographic
We evaluated Palm, Blackberry, Treo, etc
We were not sure what to make of the iPhone when itlaunched in June 2007
By mid-2008, even though we were growing quicklyonline, we realized the potential of the iPhone andmoreso the iTunes App Store and started devotingresources early to mobile
We launched our first iPhone app in February 2009 We create an app with our most used tools calorie and
fitness trackers
We chose iPhone because it had a better app experienceat the time
7/31/2019 Chris Downie and Dave Heilmann - You Just Have to Be There
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Our Approach & Experience
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Early Learnings
In our first month we were surprised atthe early adoption in our target market;with 10,000 downloads the first monthwe realized we were onto something
The key was (and still is) the App Store We drove our members to get the app,
which raised our ranking in iTunes
Non-members then found our app anddownloaded
This became a major source of new
members, essentially with freemarketing by the App Store
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Expanding Our Offerings After seeing our iPhone success, we launched a 2nd application
(Healthy Recipes) and launched applications on more platforms
iPhone Tracker February 2009
iPhone Recipes December 2009
Android Recipes December 2009
Blackberry Recipes December 2009
Blackberry Tracker February 2010
Android Tracker March 2010
iPad Tracker September 2010
iPad Recipes April 2011
iPhone Paid Perfect Produce April 2011 iPhone Quote of the Day January 2012
We had the same success on all platforms seed app with ourusers, see our ranking rise in app store, get non-member downloads
Our Approach & Experience
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Mobile Benefits to SparkPeople
Marketing & Member Experience Over 6MM lifetime downloads of our apps; based on how we pay to acquire members,
a rough model would value our free marketing done by apps at over $10MM!
Also a defensive position against diet startups
Weve worked to integrate mobile with web to maximize member experience
Drive mobile registrations to web for expanded community, content, etc Offer mobile to web registrations for convenient use on the go
Monetization
Advertising is still in transformation lots of inventory, and brands figuring out what todo (we are seeing some agencies/groups specializing in mobile buys)
Weve had some success with custom integrated sponsorships Weve tested networks (Apple iAd, Google); fairly low fill rates, only $.50-$.75 eCPM
We are testing paid apps, with model of driving users from free apps to paid apps; wewill likely continue to innovate with new paid apps
We have had early success with driving purchase of our other products (books, DVDs)
Our Approach & Experience
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How should you be there?
Chose what features and functionalities you should move mobile What is your core functionality/product?
What works well on mobile? What can be done with lessinteraction/screenspace? What do people want on the go?
Think about any unique/proprietary content you have
Free, paid, or freemium?
Choose a platform
Wed choose Apple or Android, since the user base and stores are so robust
HTML5 is interesting to watch; however there currently is not an app store todrive downloads
Check with tech team, which are they most comfortable with?
Once you build on one platform, its typically easier to build same app on 2nd
Launch, learn, and expand
Drive your customers to download app; then get benefit of higher storeranking, and more free/new customers
Learn from how customers use your app and decide what to do next; expandapp, launch new app, launch on new platforms
Takeaways
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Future of Mobile
For SparkPeople
We will invest more and more in mobile; this year mobile is 30% of our usage, lastyear was 20%; we will watch and adjust our strategy
Keep an eye on native applications (iTunes/Android) vs browser based(HTML5/etc)
Keep looking for new and different ways to monetize our mobile members
The industry
Keep an eye on the platform wars; Microsoft still has a chance
Mobile is likely not going away, but dont forsake desktop yet
YOU HAVE TO BE THERE!
Dont rely exclusively on 3rd party and media research
Your consumers have a unique link with you and your products; by meetingthem on mobile sooner than later, you can learn what they want and will use
Takeaways