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Helping small game / education startup to plan the next steps in developing their product. Langevo founder asked me to help them with marketing and metrics, but I wanted them to see the bigger picture of what they do.
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Roman Sterly
• CEO / Founder – SportCentral– http://www.sportcentral.com
• Blogger /mentor / founder – StartupHelp– http://www.startuphelp.cz
• Previously– Socialbakers (one of the best social
media analytics company)– IT / marketing companies– Several startup / business
awards
Langevo
• „Farmville meets vocabulary learning“• Startup based in the Czech Republic, 8 people
in the team• Web & mobile game similar to populare
Farmville game that helps you learn foreign language (vocabulary)
Why we do this
• A lot of ideas X team doesn´t know what to do, how to prioritaze
• Team don´t know how users use their product X what does not work
• High investments + time X poor results
Startup process
1. Customer discovery - Problem / solution fit2. Customer validation - Product / market fit3. Customer creation - Drive demand4. Company building - Scale company
Startup process
1. Customer discovery - Problem / solution fit2. Customer validation - Product / market fit– Find repeatable and scalable sales model
3. Customer creation - Drive demand4. Company building - Scale company
Startup process
1. Make a good product2. Market the product3. Make money
Startup process & metrics
1. Make a good product – activation + retention2. Market the product – acquisition + referral3. Make money – revenue
Startup process & metricsAcquisition
Activation
Retention
Revenue
Referral
Langevo & startup process & metrics
• Get to Product / Market fit• Find repeatable and scalable sales model• Focus on activation + retention (+ acquisition channels of the
right users)
Custome
r discovery
Customer validation
Custome
r creation
Company building
Langevo
What is the problem?
Who is the customer?
Is it the solution right?
• Vocabulary learning methods – OK• Game as a motivator – OK• Langevo game theme – ?
Is it the right game theme?
Why isn´t it like PixWords(1M downloads)
Why isn´t it like Word Search(100M downloads)
Learn Japanese
Vocabulary trainer
How much game X language learning?
Game Language learning
Where you are / want to be?
How much game X language learning?
Game Language learning
Langevo DuolingoFarmVille School
Discover if the solution is right
• What % of people want to learn languages + play a game• How much effort they want to spend on game X on
learning• Is the FarmVille concept compelling?• Are there other concepts that would work better? What
can you apply from them?• What are the key (future) features?• What would customers happily pay for?-> Survey language school students
If the solution is right, is the product right?
Discover what works and what does not in the current product
Find out how people use Langevo now• User testing• Survey existing users• Customer analytics (e.g. KISSmetrics,
Mixpanel)
User Acquisition
Your goal• High volume• Low cost• High conversion-> Find the best channels through metrics-> Measure CAC for every channel-> Don´t need to drive much traffic to the
product yet
User Acquisition – channels for Langevo
Game• Gaming sites – game reviews• Youtube channels – game reviews• Additional platforms (Android, iOS, …)• Social networks (Twitter for hardcore gamers +
journalists)• Press releases• Blogs (guest posts, give them content to write about)• Own blog (news about features)• Referral
User Acquisition – channels for LangevoLanguage learning• Partners (e.g. language schools, elementary / high schools, books,
language organizations, …) -> how to get them participate?– Paid version for their customers for free
• Language content for search engines– Landing pages for every language combination– SEO
• Own blog (how-tos, tips, guest posts)– Newsletter signup– SEO
• Other blogs (guest posts, give them content)• Social networks (Facebook)• Referral
User Acquisition – channels for Langevo
• Stop / cut the crap– Contests?– Czech market / content?– Paid advertising?
• Test– Quora-like sites– Language forums– Slideshare– Viral tools (test your X)– -> Good for SEO too
• How much would 1M registered users cost?
User Activation
Your goal• Sign up• Start using a be happy about it-> What acquisition channels work best?-> Get rid of everything that doesn´t lead
directly to a signup – optimize for conversion
User Activation – Sign up
• Homepage efficiency– Benefits instead of features– Social proof– Design sells– Intro video (make it great!)
• Onboarding / checklist / NUX• Lead them to sign up from other landing pages• Bonus if they sign up NOW• Language during sign up / onboarding
User Activation – Key activity
• Game is complicated• Nice tutorial• Key activities– Learn new words (complicated):
• 1) go to Buy –> 2) choose from plants / animals / magical -> 3) choose from tomatoes / herbs / … field paramaters -> 4) choose category -> 5) choose words -> 6) hit Buy -> 7) go to Learn -> 8) browse words
– Pass the test• Too much text for a game• Too many things screaming for attention
User Retention
Your goal• Get users back to the app-> What is the right period - daily?
User Retention
• Game– Fun– Event emails– Lifecycle emails– Facebook notifications?– Time based features
• Learning– Value
• Blog– Newsletter
Metrics• Acquisition
– Visitors (10+ sec, 1+ clicks -> don´t leave immediately)
– CAC per channel• Activation
– Sign up funnel, tutorial funnel– Used key feature – learned 10 words,
passed test• Retention
– Come back at least 3x/week– MAU, DAU
• Value– Value – how much they learn– Net Promoter Score
RatiosConversion rates improvements
Metrics – macro funnel
Visitors Signed up Used key feature
Come back Invited friends
Bought game items
Metrics – micro funnel
Visited homepage
Sign up step 1
Sign up step 2
Sign up step 3
Invited friends
Bought game items
Metrics – funnel
Find bottlenecks
100% 75% 8% 7% 5% 4%
Product development
• Build only what leads to your goals, don´t build nice-to-have features!– Ask this for every feature you want to build– Your goal is activation & retention, nothing else– If you can, test the idea before developing it
• A/B test variations• When coming up with features ask What can we do
to increase X? first– Come up with the right feature– Test the change!
Plan• Solution survey• User testing• Product survey• Implement customer analytics• Measure key metrics, set up funnels• Start testing acquisition channels• Build features / optimize to increase activation• Build features / optimize to increase retention• Stop creating features you don´t need and marketing that
doesn´t scale
What to read• http://www.gamasutra.com/blogs/MichaelRose/
20091212/3798/The_Idiots_Guide_to_Marketing_Your_Indie_Game.php
• http://joostdevblog.blogspot.nl/2012/11/the-indie-marketing-plan.html
• http://www.pixelprospector.com/the-big-list-of-indie-game-marketing/
• http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-kaust-nov-2013?qid=5c03a816-8580-42b3-ac8d-f6dab4bac612&v=qf1&b=&from_search=1
• http://tech.co/healthy-startups-net-promoter-score-2012-01• https://www.youtube.com/watch?v=AmKwF_Si734
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