2. NUMBER OF PHOTOS TAKEN ANNUALLY
Analog Era Digital Era Mobile Era
350
700
1050
1400
1930 1960 1973 1980 1990 2000 2012 2013 2014 2015 2016 2017
3B 25B
86B
380B
880B
1T
1.2T
1.3T
150 photos per user/year
3,000 photos per user/year
Source: InfoTrends’
2014 Worldwide Image
Capture Forecast
3. 350
700
1050
1400
1930 1960 1973 1980 1990 2000 2012 2013 2014 2015 2016 2017
Analog Era Digital Era Mobile Era
Photos as Communication (msg)
camera phones, messaging apps
Social Photography
camera phones, social apps
Digital Cameras
CCD, CMOS sensors
Source: InfoTrends’
2014 Worldwide Image
Capture Forecast
PHOTO CATEGORY DISRUPTIONS
Contextual Photography (stories & meaning)
computer vision, machine learning, context
4. The biggest consumer photo problem of
our time is still not solved:
Too many photos, too hard to access
Current photo gallery offerings are in file,
folder & “photo management” mode.
Feel like utilities & engagement is low.
Consumer
Problem
5. GIVE CONSUMERS A
PHOTO PRODUCT TO:
Discover with delight
Remember with ease
Share with those most
important to them
Yarn Opportunity
Photos are about your
life and there is nothing
more personal
6. Photo Management FeaturesLow
AUTOMATED DISCOVERY
High
Discovery&LifeContext
CONSUMER PHOTO LANDSCAPE / MAJOR PLAYERS
LowHigh
STORE & ORGANIZE MANAGE & EDIT
SHARING
FacebookInstagram
Snapchat WeChat Kakao
SmugMug
Amazon
OneDrive
Dropbox
Apple PhotosSamsung Gallery
Carousel
Flickr
Adobe Revel
7. • Daily feed the sticky feature - users express
“DELIGHT”
• Yarn algorithm – right balance of past and
present in the Yarn Feed
• Tried dozens of Yarn recipes to find the most
engaging.
• Taking pictures differently as a result of Yarn
Product
learnings
from users
8. THE YARN APP DEMO
Discover
Yarn Feed
Users sit back
& enjoy
1
Remember
Yarn Books
1 click save
2
Public Share
Social
SMS, email
3
9. THE YARN FEED, OUR SIGNATURE DISCOVERY FEATURE
Yarn generates an on-demand feed of
automatic photo collages, from
different times in life, providing the
element of delight and surprise that
keeps Yarn users highly engaged.
Yarn
On-demand
11. The Yarn Feed
YARN RECIPES
tag-basedtime & geo-
based
geo-outlier
(vacations)
week in review
weekends
holiday holiday or person
“over the years”
series
12. The Yarn Feed
selfies singletons
2 faces
color infographicsfaces
- in a location
- in a time period
YARN RECIPES
13. Phone
Contacts
Messenger (SMS)
Whatsapp
Facebook
Camera + Gallery
Browser
Email
APP USAGE OPPORTUNITY: Camera & Gallery apps in top 8 most
opened apps on phone & track with WhatsApp and Facebook for
number of times opened
Importance of Camera
& Gallery apps
14. 0
25
50
75
100
Oct Nov Dec Jan Feb
%ofUsers
YARN KPI’S - FEBRUARY 2016
Days
Retained
Yarn
%
PlayStore
%
<30 88 31
30 21 25
60 11 21
90 18 19
RETENTION
Yarn retention tracks in the top 160 apps in the PlayStore, 2015
15. * Andrew Chen - Avg app looses 77% of users in first 3 days
DAYS
RETENTION: PlayStore Industry Reporting
Yarn retention tracks in the top 160 apps in the PlayStore, 2015 *
Source: Quetrra: mobile intelligence 2015, 125M mobile phones
Majority of
consumer
apps
Facebook
Google, etc.
DAYSDAYSDAYS
16. 0
10
20
30
40
Oct Nov Dec Jan Feb
2x/week
3x/week
4x/week
5x/week
6x/week
7x/week
%ofUsers
23% return
5 - 7
days/week
ENGAGEMENT: Weekly Active Users
Over 50% of users return 2 - 3 times / week
23% return 5 - 7 times / week
55% return
2 - 3
days/week
YARN KPI’S - FEBRUARY 2016
17. 0
15
30
45
60
Oct Nov Dec Jan Feb
Daily Yarn
2 - 5
6 - 10
11 - 20
21+
%ofUsers
YARN KPI’S - FEBRUARY 2016
ENGAGEMENT: Yarn sticky feature —> Get New Yarn
After viewing their Daily Yarn, users increasingly get 2 - 5 more Yarns per
session
There is a
small,
but avid set of
users who can’t
stop tapping
the Get New
Yarn button
18. 0
13
25
38
50
Oct Nov Dec Jan Feb
Public Share
Add to Book
%ofUsers
YARN KPI’S - FEBRUARY 2016
ENGAGEMENT: secondary features
Users understand the benefit of adding a Yarn to a Book.
Public Sharing starting to take off with new mobile Sharing feature
Added a Custom Social Share
sheet to the mobile apps
Books - a nurture track for
photo printing funnel
19. Time in App
0
60
120
180
240
Oct Nov Dec Jan Feb
iOS: 1:54
Android 1:41
Site: 3:48
Users uploading
from their desktop
Seconds
YARN KPI’S - FEBRUARY 2016
ENGAGEMENT: Time in App
Yarn iOS & Android mobile apps ~2 minute time-in-app
Camera Gallery industry average ~30 seconds
Camera Gallery: 0:29
20. YARN KPI’S - FEBRUARY 2016
0
125
250
375
500
Oct Nov Dec Jan Feb
New Users
Go Live
#ofUsers
New Users - “Go Live”: 85 - 100% of users connect a photo source.
Yarn “On-boarding” is effective at convincing users to trust their photos to us.
In Feb
100% of users
connected at
least one
photo source
after sign up.
Social Media
makes a
difference!
Testing a mobile in-
app ad network for
new users netted a lot
of junk
1500
1375
1250
1125
21. Yarn Core Values
• Solve a real market problem; find Product/Market Fit
• Develop the team to be curious, fast, nimble, collaborative
• Frequent user outreach
• Design driven product cycles led by clickable prototypes
• Highly focused iteration & lean development cycles
• KPI, test & data driven
Team Value
• We are smart in photo auto-discovery & cloud infrastructure
because we set clear goals, are test driven, & move fast
• Our team decision making and development process is efficient:
webapp, iOS app, Android app, desktop uploader built in 14
months with ~5 people, 2 contractors
• We are passionate about solving the consumer’s photo problem
Yarn
Team
Values
26. Donna Romer
SERIAL ENTREPRENEUR
6 startups, 4 acquisitions
Data driven product innovation
Building nimble, accomplished teams
BUSINESS EXECUTIVE
Engineer & Tech Exec: CEO, CTO, COO
20+ imaging products brought to market
Scaling global products
Commercializing R&D technology
Leading in high growth environments
TECH EXPERTISE
9 granted patents in image & video,
computer vision, machine learning,
digital camera, NLP, search, ad tech
27. Calli Higgins
Front End Engineer
Andy Stanberry
VP, EngineeringDONNA ROMER
CEO
PHILLIP SCHANELY
Title
CALLI HIGGINS
Front End Engineer
DEREK ODEGARD
PM/Senior Engineer
VALENTINA CHUNG
Designer
ANDY STANBERRY
VP, Engineering
