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Invirtiendo en empresas digitales

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Muchos emprendedores o intra-emprendedores me preguntan cómo tomamos la decisión de invertir en empresas digitales. Aquí verán cuáles son las métricas básicas que utilizamos.

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Invirtiendo en empresas digitales

  1. 1. Invirtiendo en Empresas Digitales Marcelo Díaz Bowen Santiago, Agosto 2014 @Marcelodiazb
  2. 2. IncubaUC • IncubaUC, Incubadora de Negocios de la Pontificia Universidad Católica de Chile • Fundada el año 2009 fue nombrada la mejor Incubadora de Negocios Universitaria de Latinoamérica y la 6ª mundial este año por el UBI Index. • Desde el 2012 a la fecha hemos apoyado 124 Startups con US$ 7.6M de CORFO, US$ 20M de Inversionistas ángeles y Fondos de Capital de Riesgo. • 2012-2013: 20 Startups facturaron US$ 9M y crearon 750 empleos profesionales. Santiago, Agosto 2014 @Marcelodiazb
  3. 3. Geek Camp: connecting global entrepreneurs, mentors and investors Santiago, Agosto 2014 @Marcelodiazb
  4. 4. Entonces… después de 5 años invirtiendo en tecnología… Santiago, Agosto 2014 @Marcelodiazb ¿Qué evalúa un inversionista?
  5. 5. En las sabias palabras de Dave McClure (fundador de 500 Startups) Santiago, Agosto 2014 @Marcelodiazb AARRR!
  6. 6. Santiago, Agosto 2014 @Marcelodiazb AARRR! Acquisition:  usuarios  llegan  por  cientos  de  canales   Activation:  usuarios  disfrutan  de  su  primera  experiencia   Retention:  usuarios  vuelven  repetidas  veces  al  sitio   Referral:  usuarios  les  gusta  tanto  que  recomiendan!   Revenue:  usuarios  dejan  dinero  arriba  de  la  mesa  :)
  7. 7. Así que la próxima vez que se acerque a un inversionista… Santiago, Agosto 2014 @Marcelodiazb ¡Prepárese!
  8. 8. Matemáticas simples Santiago, Agosto 2014 @Marcelodiazb Category Conversion 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 Fuente: http://slideshare.net/dmc500hats/
  9. 9. Glosario a manejar: Santiago, Agosto 2014 @Marcelodiazb ¡Prepárese! CPA;  Cost  per  Acquisition:  Costo  de  adquisición  de  Usuario   ARPU;  Annual  revenue  per  user:  Ingreso  anual  por  usuario   CLV;  Customer  Lifetime  Value:  Valor  del  cliente  en  el  tiempo   A/B  Test;  Prueba  A/B:  iteración  constante  de  herramientas  de   adquisición  de  usuarios.  
  10. 10. ¿En cuál invertiría? Santiago, Agosto 2014 @Marcelodiazb
  11. 11. ¿En cuál invertiría? (si el TAM potencial fuera idéntico) Santiago, Agosto 2014 @Marcelodiazb Cost of AARRR = $25 Si sus #s son malos, ¡algo está mal! ARREGLELO Cost of AARRR = $25 CLV = $12 CLV = $1.200.000….
  12. 12. Preguntas???? @Marcelodiazb
  13. 13. Invirtiendo en Empresas Digitales Marcelo Díaz Bowen Santiago, Agosto 2014 @Marcelodiazb

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