1. Planning For $$$
selling in-app
hacker dojo | 05.29.2013
umang@umangjaipuria.com
@umang
Umang Jaipuria
ads@amazon, farmville@zynga

2. Why

3. This.

4. For all apps across iOS & Android.
source: Flurry blog
Life(time) Is Short

5. $ revenue
ad
spend
installs /
DAUs
$ spend
in game
retention /
engagement
users paying
users
Kickstart Virtuous Cycles

6. How

7. # buyers
# purchases / buyer
$ amount / purchase
x
x

8. Skill
Time
Ease
Aesthetics
Vanity
Content
Pinch
etc.

9. Keep room for MORE
Pinch
Never do this

10. SinkSource
Purchase Consume
Extra Lives Die
Skype Credit Make Calls
Work The Cycle

11. Pricing
Price Inelasticity.
Sticker Shock.

12. Funnels
DAU
Opened Store
Purchased
Transactions
Revenue
% Opened Store
% Paid
Txn per Payer
Rev per Txn

13. Levers

14. User CohortsBundling
Price Differentiation
Targeting
Impulse Discounts
Bulk
Surfacing
Levers
Seasonal Content Chance

15. Have a monetization plan EARLY.
Pinch
Source-Sink
Pricing
Funnels
Levers
Re-cap

16. umang@umangjaipuria.com
@umang