This document discusses how PollenVC, a FinTech company, offers app and game developers access to financing and services to accelerate growth. It provides early access to revenue earned from app stores so developers can reinvest in user acquisition and scaling. Using case studies, it shows how recycling revenue in this way allows developers to stay cash flow positive with smaller budgets and acquire users faster than relying solely on platform payout schedules. Developers benefit from more control over their business and the ability to do more promotional spending earlier in the lifecycle.

1. PREPARE TO JOIN THE APP MILLIONAIRES CLUB
CASUAL CONNECT SINGAPORE
MARTIN MACMILLAN, CEO

2. Prepare to Join the App Millionaires Club 2
WHO ARE WE?
PollenVC is a FinTech company, founded in 2014,
which is disrupting payments in the app economy with
a new data driven lending model
We offer app and game developers access to an
ecosystem of services which enable them to accelerate
growth
We offer a new type of flexible and non-dilutive
financing for developers
Offices in London, San Francisco, Amsterdam and
Helsinki

3. 3
WHAT DO WE DO?
Early access to funds
Funding marketing spend
Unbiased Guidance - Pollen360
We give app developers early access to revenues they’ve earned
from the app stores, so they can rapidly reinvest in the resources
they need to grow their business faster
Prepare to Join the App Millionaires Club

4. THE MILLIONAIRES INDEX

5. AUTHORSHIP AND DATE / VERSIONING INFO

6. AUTHORSHIP AND DATE / VERSIONING INFO

7. AUTHORSHIP AND DATE / VERSIONING INFO

8. AUTHORSHIP AND DATE / VERSIONING INFO

9. 9
Everyone knows the stories about a few apps that go viral
with no promotion.
For the 99.9% of all other apps launched, it’s necessary to
spend to acquire users.
THE REALITY IS THAT YOU
NEED TO SUPPORT YOUR
APP WITH PAID UA
Prepare to Join the App Millionaires Club

10. 10
THE USER ACQUISITION CONUNDRUM
Unless you have worked out an ROI positive way to spend money
on paid UA, no amount of VC or external investment will get you
the result you need.
FACT
Prepare to Join the App Millionaires Club

11. 11
THE OPPORTUNITY:
PLATFORMS ONLY PAY OUT
REVENUE UP TO 60+ DAYS
AFTER YOU’VE EARNED IT.
LAUNCH
You’re earning money from day 1
This is your money
trapped in the payment system
Platforms release
your cash…
Prepare to Join the App Millionaires Club

12. Prepare to Join the App Millionaires Club 12
LAUNCH SCALE OPTIMISE
MAJOR CASH FLOW EVENTS

13. Prepare to Join the App Millionaires Club 13
THE IMPACT OF CASH ON UA
• $1.50 LTV [365 day max]
• $1.00 CPI
• 5,000 Installs/Day
Assumptions:

14. Prepare to Join the App Millionaires Club 14
LTV PROFILE
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
$1.60
1
11
21
31
41
51
61
71
81
91
101
111
121
131
141
151
161
171
181
191
201
211
221
231
241
251
261
271
281
291
301
311
321
331
341
351
361
Days from Launch
Example LTV Curve

15. Prepare to Join the App Millionaires Club 15
PLATFORM REVENUE PAYMENTS
Payments
$0
$40,000
$80,000
$120,000
$160,000
$200,000
Week After Launch
0 4 8 12 16 20 24 28 32 36 40 44 48 52

16. Prepare to Join the App Millionaires Club 16
NET CASH POSITION
NetCashPosition
-$400,000
-$320,000
-$240,000
-$160,000
-$80,000
$0
$80,000
$160,000
Weeks After Launch
0 4 8 12 16 20 24 28 32 36 40 44 48 52
Net Cash Position
first becomes
Positive
First App Store
payment hits bank
account
Spending $5,000/
day on ads

17. Prepare to Join the App Millionaires Club 17
USING UNPAID REVENUE
NetCashPosition
-$400,000
-$320,000
-$240,000
-$160,000
-$80,000
$0
$80,000
$160,000
$240,000
$320,000
$400,000
Weeks After Launch
0 4 8 12 16 20 24 28 32 36 40 44 48 52
Net Position Net Position w Revenue Recycling
Recycling revenue allows you to
stay cash flow positive with a
starting budget less than half the
size

18. Prepare to Join the App Millionaires Club 18
HOW TO FINANCE GROWTH
VENTURE FUNDING
Product
Team
Acquisitions
DEBT FUNDING
Marketing/Paid User
Acquisition
Financing projected
cash flow

19. 19
HOW DO DEVELOPERS BENEFIT?
Do more with your money at an earlier stage
Keep control of your business
Remove ad network credit hassles
Unbiased training to make sure you maximise your
return on UA
Prepare to Join the App Millionaires Club

20. CASE STUDY: PIXONIC
Top 100 Grossing Game on iOS
Founder: Philipp Gladkov
Offices: Berlin, Moscow
Company Size: 55
Backed By: Kite Ventures, TA Associates
Known For: Walking War Robots (iOS + Android)
Prepare to Join the App Millionaires Club

21. Prepare to Join the App Millionaires Club 21
“Working with Pollen made it possible to increase
the revenue of our game Walking War Robots
sixfold and to double the size of our team. I think
that Pollen offers a great opportunity to game
studios that require a boost in development.” -
Philipp Gladkov, CEO, Pixonic
Launch Budget: $100,000
Reinvestment Rate: 40-85% weekly
REINVESTING REVENUE IN GROWTH
• Reinvested revenue 30-67 days earlier
• With an identical cash position, with Pollen Walking
War Robots Revenue to 3x more over 10 months
$0
$8,000
$16,000
$24,000
$32,000
$40,000
1 2 3 4 5 6 7 8 9 10
With Pollen Without Pollen
*indexed figures

22. Prepare to Join the App Millionaires Club 2222
Reinvest directly
into advertising
Acquire more users
faster
Draw down earnings
on a daily basis
A NEW WAY…

23. THANK YOU
martin@pollen.vc
@PollenVC