Post on 23-Jan-2018
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THE SINGLE BIGGEST REASON WHY STARTUPS SUCCEED & AARRR
Source: Bill Gross, TED March 2015, Dave McClure, Master of 500 Hats
Ph.D. Dinh Le DatCo-founder & CEO of ANTS
dat@ants.vn
•••• Vision:
ANTS’s vision is to unleash the
FULL ECONOMIC POTENTIAL OF DIGITAL media companies.
Mission:
ANTS – Southeast Asia’s leader in SMART automation digital advertising
technology and services
About:
ANTS is the leading technology-driven integrated internet advertising platform
in Vietnam. ANTS solutions provide a unique Software as a Service (SaaS)
platform by combining Demand Side Platform – Supply Side Platform,
which includes Data Management Technology and Extraordinary Insight
Engine (Founded in 2014).
ConfidentialSource: Bill Gross, TED March 2015
Dr. Dinh Le Dat – Co-founder & CEO of ANTS. Expert in Big Data/Data-Driven Marketing at FPT Corporation.
• Co-founder, CEO of ANTS – Big Data in Advertising and Data-Driven Marketing Solution (ANTS.vn).• Former Chief Technology Officer at FPT Online Service JSC. • I worked for Boeing-Luxoft Russia, FPT Online Service JSC, FPT Technology Innovation.• 15+ years in Internet Technology and Product EcoSystem experience including Social Network/ Social
Media (Banbe.net, Nhacso.net), Online News (VnExpress.net, Ngoisao.net), Games Online (Gate.vn), eCommerce (Sendo.vn) and Online Advertising (ANTS.vn, eClick.vn).
• 10+ years in Technical Architect of High Scalability for Web/Mobile & Big Data/Analytics in Digital Content and Online Advertising.
• Co-founder, Former CTO of Yola JSC – E-learning Platform (Yola.vn)• Awarded Ph.D. at M.V. Lomonosov Moscow State University with research “METADATA MODEL
ONTOLOGY FOR GEOSPATIAL DATA AND SERVICES”
(https://www.linkedin.com/in/dinhledat)
ConfidentialSource: Bill Gross, TED March 2015
ConfidentialSource: Bill Gross, TED March 2015
ConfidentialSource: Bill Gross, TED March 2015
ConfidentialSource: Bill Gross, TED March 2015
ConfidentialSource: Bill Gross, TED March 2015
ConfidentialSource: Bill Gross, TED March 2015
ConfidentialSource: Bill Gross, TED March 2015
Acquisition, Activation, Retention, Referral & Revenue.
ConfidentialSource: Dave McClure, Master of 500 Hats
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AARRR!
ConfidentialSource: Dave McClure, Master of 500 Hats Website.com
Emails & widgets
Campaigns, Contests
Biz DevAds, Lead Gen, Subscriptions, etc
Homepage / Landing Page
Product Features
1. ACQUISITION
SEOSEM
Apps & Widgets
Affiliates
PR Biz Dev
Campaigns, Contests
Direct, Tel, TV
Social Networks
Blogs
Domains
Emails & Alerts
Blogs, Content
System Events & Time-based Features
ConfidentialSource: Dave McClure, Master of 500 Hats
Category User Status Conv % Est. Value
Acquisition Visit Site
(or landing page, or external widget)
100% $.01
Acquisition Doesn't Abandon
(views 2+ pages, stays 10+ sec, 2+ clicks)
70% $.05
Activation Happy 1st Visit
(views X pages, stays Y sec, Z clicks)
30% $.25
Activation Email/Blog/RSS/Widget Signup
(anything that could lead to repeat visit)
5% $1
Activation Acct Signup
(includes profile data)
2% $3
Retention Email Open / RSS view -> Clickthru 3% $2
Retention Repeat Visitor
(3+ visits in first 30 days)
2% $5
Referral Refer 1+ users who visit site 2% $3
Referral Refer 1+ users who activate 1% $10
Revenue User generates minimum revenue 2% $5
Revenue User generates break-even revenue 1% $25
ConfidentialSource: Dave McClure, Master of 500 Hats Website.com
Marketing Channels:• largest-volume (#) • lowest-cost ($)• best-performing (%)
1. ACQUISITION
SEOSEM
Apps & Widgets
Affiliates
PR Biz Dev
Campaigns, Contests
Direct, Tel, TV
Social Networks
Blogs
Domains
ConfidentialSource: Dave McClure, Master of 500 Hats Website.com
Activation Criteria:
• 10-30+ seconds
• 2-3+ page views
• 3-5+ clicks
• 1 key feature usage
Do LOTS of landing page tests & A/B tests - just make lots of dumb guesses & iterate QUICK
Homepage / Landing Page
Product Features
1. ACQUISITION
SEOSEM
Apps & Widgets
Affiliates
PR Biz Dev
Campaigns, Contests
Direct, Tel, TV
Social Networks
Blogs
Domains
ConfidentialSource: Dave McClure, Master of 500 Hats Website.com
Automated emails are simple & easy retention feature
• lifecycle emails @ +3, +7, +30d
• status emails weekly/monthly
• event-based emails as they occur
Homepage / Landing Page
Product Features
1. ACQUISITION
SEOSEM
Apps & Widgets
Affiliates
PR Biz Dev
Campaigns, Contests
Direct, Tel, TV
Social Networks
Blogs
Domains
Emails & Alerts
Blogs, Content
System Events & Time-based Features
ConfidentialSource: Dave McClure, Master of 500 Hats Website.com
Only encourage users to refer *after* they have “happy” user experience;avg score >= 8 out of 10
Homepage / Landing Page
Product Features
Emails & widgets
Campaigns, Contests
1. ACQUISITION
SEOSEM
Apps & Widgets
Affiliates
PR Biz Dev
Campaigns, Contests
Direct, Tel, TV
Social Networks
Blogs
Domains
Emails & Alerts
Blogs, Content
System Events & Time-based Features
ConfidentialSource: Dave McClure, Master of 500 Hats
Website.com
Biz DevAds, Lead Gen, Subscriptions, etc
Homepage / Landing Page
Product Features
This is the part *you* have to figure out… I don’t know jack about your business
Emails & widgets
Campaigns, Contests
1. ACQUISITION
SEOSEM
Apps & Widgets
Affiliates
PR Biz DevCampaigns, Contests
Direct, Tel, TV
Social Networks
Blogs
Domains
Emails & Alerts
Blogs, Content
System Events & Time-based Features
ConfidentialSource: Dave McClure, Master of 500 Hats
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Qualitative: SurveyMonkey (surveys), CrazyEgg (heatmap), TechSmith Morae / UserVue (ux recording), RobotReplay, TapeFailure. Quantitative: Google Analytics (free), MyBlogLog, ClickTracks, Index Tools, Visual Sciences / Webside Story, Omniture, WebTrends, etc. Comparative: Google Website Optimizer, SiteSpect, Optimost, Offermatica, Vertster, Kefta. Competitive: Quantcast, Compete.com, Alexa, Hitwise, Comscore, Nielsens.
ConfidentialSource: Dave McClure, Master of 500 Hats
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ConfidentialSource: Dave McClure, Master of 500 Hats
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ConfidentialSource: Dave McClure, Master of 500 Hats
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ConfidentialSource: Dave McClure, Master of 500 Hats
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ConfidentialSource: Dave McClure, Master of 500 Hats
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ConfidentialSource: Lean
ANTS | FPT Corporation / FPT Technology Innovation / FPT Ventures
Hotline: +84 91 2323-911 / Office: +84 8 7301-9199 / dat@ants.vn / support@ants.vn
AntHill, 24.D6 Villa, Saigon Pearl Villas, 92 Nguyen Huu Canh Str.,
Ward 22, Binh Thanh Distr., HCMC, Vietnam http://ants.vn | http://fpt.com.vn / http://tech.fpt.com.vn / http://fptventures.vn
THANKS FOR
WATCHING