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Our Startup Journey: Path to 500,000 customers Presented for UTS on 26 September 2015

Our startup journey - path to 500,000 customers

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Page 1: Our startup journey - path to 500,000 customers

Our Startup Journey: Path to 500,000 customers

Presented for UTS on 26 September 2015

Page 2: Our startup journey - path to 500,000 customers

Matthew Ho

● Deloitte -> Next Digital -> Airbnb -> Native Tongue -> Tapmint● Worked in digital for 7 years● Twitter: @inspiredworlds

Head of Product Development at Tapmint

Page 3: Our startup journey - path to 500,000 customers

Tapmint● Consulting on innovation & rapid

experimentation for web/mobile● 1st winning team in Startup Weekend

Aus with Native Tongue● 4 language game apps● 500,000 downloads● Twitter: @tapmint

Page 4: Our startup journey - path to 500,000 customers

● We won Startup Weekend Melbourne in May 2011

● 5 months later - launched Mandarin Madness, our first mobile app on Android, then iOS

● We were starting to get press

Page 5: Our startup journey - path to 500,000 customers

● $1k in our first week● #2 top paid education iOS app

Page 6: Our startup journey - path to 500,000 customers

● Let’s do more apps!● 5 apps x $1k per week x 52 = $260k● Our second app came out a month later● Botched the second launch● Spread too thin

○ Chinese, Spanish, English○ Platforms - iOS, Android, Amazon

Page 7: Our startup journey - path to 500,000 customers

● 500,000 downloads ● Played 2.5 million times.● Used in a number of schools around

the world● Bumpy ride in 1.5 years. ● Launched LP Strategy, a word game

cheat app in 2 weeks

Page 8: Our startup journey - path to 500,000 customers

● We could build innovative apps fast and iterate

● Started a new business Tapmint to provide consulting services on innovative mobile apps/web apps

● Leveraging our startup experience & skills building products

● Worked on 14 products

Page 9: Our startup journey - path to 500,000 customers

● Get product to market sooner. ● Stay focused on a single product with a

narrow set of features● Faster iterations with smaller updates.

Lessons Learnt

Page 10: Our startup journey - path to 500,000 customers

● Lean startup● Moves together● Higher throughput● Learn faster

Page 11: Our startup journey - path to 500,000 customers

Conversion Funnel

Page 12: Our startup journey - path to 500,000 customers

Conversion Funnel

Page 13: Our startup journey - path to 500,000 customers

Conversion Funnel

Page 14: Our startup journey - path to 500,000 customers

Marketing activities

● PR - Language & Education ● App review websites - not effective● Blogs● Social Media● Reaching out on Twitter● ASO - Organic search

Page 15: Our startup journey - path to 500,000 customers

Marketing activities

● Mobile advertising experiments● Education app stores● Kids tablet - nabi ● Direct sales to schools - long sales cycle● iTunes education volume purchase● Marketing via the product

Page 16: Our startup journey - path to 500,000 customers

The path to customers

● Talk & listen to customers● Experiment with different channels ● Double down on what works● Focus on 1 free + 1 paid channel● 1 person focuses on customers & distribution

Page 17: Our startup journey - path to 500,000 customers

● Email: [email protected] ● Website: http://tapmint.com● Twitter.com: @inspiredworlds ● Personal blog: http://inspiredworlds.com

Contact Me