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What an agency learnt from building a product

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My presentation for Rock Paper Startups conference.

Theme: What an agency learnt from building a product (FenixApps)

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What an agency learnt from building a product

  1. 1. My occupation: Digital Marketing, Startups and Busines Development Petar Bogdan Managing partner Akcija Ltd. Worked with big clients such as: Walt Disney, Discovery Channel, Kinder, Reanult, T-Mobile, Pepsi...
  2. 2. • Akcija founded in October 2011. • Akcija, agency specialised for Digital Marketing • FenixApps, startup product founded in may, 2012.
  3. 3. Clients
  4. 4. Clients
  5. 5. • What is FenixApps? • FenixApps Freemium model • Phase of transformation • Impact of business development on marketing
  6. 6. • The main reason why FenixApps project started • FenixApps balances between custom made and self-served cheaper • Games (Memory and Puzzle); differentiation Why FenixApps?
  7. 7. • Hypotesis 1(90% product + 10% service) • Hypotesis 2 (100% self-served applications) Two Hypotesis
  8. 8. Paid, 1.30% Fremium, 98.70%
  9. 9. • 80% marketing campaigns failed • Application used by more than 100k Facebook users • Number of e-mails (questions) for our support growing rapiddly Freemium didn’t work for us
  10. 10. Freemium isn’t always good choice
  11. 11. • Nothing is FREE • Customers who are not eager to invest in marketing aren’t our customers • Take care on conversions (sell licences, don’t collect poke...customers) • Think about education cost that goes with your product • Who is you customer? (buyer persona) • New feature! Neccesary? • You can’t scale servis (marketing especially) We have realised...
  12. 12. Phase #1 • Project annoucement • Landing page • Target:All of interested users
  13. 13. • Launched first web-site • Fokus on products and benefits • Comunicating features not “pain” Phase #2-product focused web site
  14. 14. • 2013, 12 months of learning • Analytics • Buyer Persona Phase #3
  15. 15. •Lack of resources •SEO analysis •Unstructured databases •Undefined business model •Undefined target audience •Unstable platform Phase #1 • Lack of resources • SEO analysis • Unstructured databases • Undefined business model • Undefined target audience • Unstable platform Phase #2 •SEO (4 keywords) •Structured databases •Defined business model •Defined target audience •Unstable platform Phase #3
  16. 16. • Identify target audience • Create buyer personas • Define goal of your webiste.Think about elements that brings conversions (CTA). • Think about SEO • Research your competition • Marketing automation Lessons...
  17. 17. www.fenixapps.com akcija.com.hr @petarbogdan

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