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Slide Notes

DownloadGo Live

March 2014 Board Update

Published on Nov 06, 2015

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PRESENTATION OUTLINE

Haiku Deck Board Update

March 14, 2014
Photo by royalt

iPhone Launch recap

Haven't added the notes to this section yet - you kind of know the drill.

highlights

  • Goal: 5 high-profile media hits
  • Actual: 8 high-profile media hits + bonuses
  • Rolling thunder: PCMag, Fast Co, Reuters
  • Major milestone: 1M downloads
Media Hits:
TechCrunch
The Next Web
TUAW
TechHive
AOL/HuffPo
AppAdvice
TabTimes
Geekwire

PCMag: "Top Free Software Picks for Presentation Software"
http://www.pcmag.com/article2/0,2817,2453473,00.asp

Reuters: "Microsoft poised to fight back as iPad generation shuns Office"
http://www.reuters.com/article/2014/03/13/us-microsoft-office-analysis-idUS...

Photo by RichTatum

"Haiku Deck is slowly building up features and functionality that make it competitive with PowerPoint and Keynote."
Darrell Etherington, TechCrunch

We had a killer press cycle, on par with the Haiku Deck 2.0 release last spring.

This was our best round to date in terms of key messages, strong visuals, and links. Here are a few choice quotes.

Full article here: http://techcrunch.com/2014/02/13/haiku-deck-launches-an-iphone-app-for-view...
Photo by fallentomato

"Haiku Deck, an app that lets you build gorgeous slideshow presentations, launched an iPhone version on Thursday, giving the platform even more of a mobile edge than before."
Leah Yamshon, TechHive

Photo by nowthatsmint

"With offline caching of your favorite decks. You've got the perfect elevator pitch tool right in your pocket."
Michael Rose, TUAW

Photo by Gideon Tsang

Home page feature, 39 markets

Category feature, 22 markets
After a long wait, our app store placement exceeded our expectations.

Untitled Slide

For the first time ever, we were featured on the App Store Facebook page.

"I know, I know, you thought @haikudeck couldn't become any better. Well, you were wrong!"
Simon M, Queensland

Though a few commented they were disappointed not to be able to create via iPhone (yet), we had enthusiastic response from our fans per usual.
Photo by harold.lloyd

"Love that you can now use your iPhone as a remote for @haikudeck! #edtech
Krissy V , Texas

It was very cool to see excitement about the remote feature from both presenters and educators.
Photo by /*dave*/

"Congratulations to @haikudeck & @adamtr on new iOS features, featured on iTunes AND 1 million downloads"
Steven Sinofsky

During the frenzy we passed the exciting milestone of 1M downloads, and got this nice shout-out from Steven Sinofsky.

56%

Love ratio
Considering this appears as an interruptive pop-up, and I'd estimate about 20% of the responses are snarky, inappropriate comments from students, this is pretty strong!

I did read that Urbanspoon had articulated their goal as a 55% love ratio.
Photo by ArloMagicMan

4.2 stars

Average App Store rating
Photo by rosiemrogers

2014 Growth Plan

2014 GOALS

(AJT to provide framing context here.)

acquisition

Acquisition To Date (Downloads + Web Users)

This is an analysis of how we've acquired new users to date (based on review converting web traffic plus the data we gathered from more than 20K people who signed up for Web App beta last year.)

2012
Product/distribution (app store discovery, browsing, features) = 86K
PR = 53K
Community/WOM/Social = 79K
SEO =
2013
Product/distribution = 249K
PR = 174K
Community/WOM/Social = 226K
SEO = 22K
Partnerships (webinars, shared content, other initiatives with Slideshare, Trulia, Inman, etc.) = 13K

2014 Acquisition (Downloads + Web Users)

As we focus on growth for this year, we are looking to reach just 3M total users, and we'll also be adjusting the mix to capitalize on significant untapped potential, particularly in SEO.

Projected breakdown based on bottom-up analysis:
Product/distribution + product optimizations: 850K
PR: 368K
Community/WOM/social: 468K
Partnerships: 161K
SEO: 250K



New product & Distribution (+500K)

  • iPhone app + iPhone create
  • Chrome app
As we talked about last time, a big bet we placed for growth was on the release of the iPhone app.

Now that the web app is nearly complete, we are also very close to releasing a lightweight Chrome app, which opens up a new distribution channel, the Chrome web store.
Photo by Bob Jagendorf

Product optimizations (+350K)

  • iPhone and iPad interstitials
  • Home page conversion
  • Player page conversion 
  • Embedded decks conversion
Another area of focus is to transition our website into a conversion machine. It really began as more of an informational and content sharing site, and right now we're focused on optimizing for new web sign-ups across our key entry points: the home page, the deck player page, and the embedded deck experience.
Photo by infliv

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Sign Up Redesign (before)

Another area of focus is our sign up and sign in page, which to date has been a very stark, bare-bones experience. If someone invites you to try the web app, you land here, and you have no context.

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We've redesigned this page for a richer, more informative experience, so next time we'll be able to report on what the impact was.

These are smaller initaitives, and the larger ones we've kicked off focus on the three places people are most likely to have their first Haiku Deck experience: the home page (with a strong shift to optimize for web registrations above the fold), the player page, and embedded decks.



SEO Focus (+250K)

  • Link directory
  • Site, embed & player page optimizations
  • Web app landing page
  • Content templates
  • Cornerstone content pieces
As I mentioned, it has become abundantly clear that although we laid a solid foundation over the past year, there is significant upside to both draw and convert significantly more true organic traffic. (In the traffic analysis I did, 3/4 or more of our current organic traffic is actually branded keywords -- so a great indicator of strong WOM, but again, lots of room to grow here). This is a top priority across our team, and here are a few of the specific initiatives we have planned to turn on the gas here.
Photo by danmachold

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Organic traffic is up 30% M-O-M since we added the deck transcript in early January, and more improvements are on the way.

Conversion rate ~15%.

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Deck directory is well under way and will go live next week.

presentation templates

  • Professional profile, personal profile
  • Startup pitch, business plan
  • Listing presentation, market trends
  • Idea sharing, how to 
  • Event publicity, event highlights

community/WOM & Social (+468K)

  • Continued momentum
  • Google+ focus
  • Catalyzing community to create and share
The analysis of the beta invite survey and converting web traffic also demonstrated the strength of our word of mouth initiatives. We'll continue to wow our customer base with amazing support, celebrate their creations in our Gallery and on our social media channels, support teachers, and deliver WOW experiences that get people talking and sharing.

The subtle shifts we'll make this year are to support our SEO efforts with a specific focus on Google+, and to shift creation of model and topical Haiku Decks to our community to catalyze deck creation and sharing.
Photo by smith_cl9

PR (+368K)

  • Continued momentum
  • Thought leadership 
  • International coverage
Analysis of our beta invite survey and converting web traffic demonstrates that PR is one of our top drivers -- nearly half of our survey respondents said that they read about Haiku Deck online or in a blog. This big number encompasses both active PR -- the stories we do specific outreach for -- as well as organic PR, which are unsolicited reviews and blog posts and drove big traffic for us last year.

This year we'll keep building on our momentum and adding a few new things into the mix -- for example, thought leadership pieces and some international coverage now that our app is localized.
Photo by timothygareth

Partners (+161K)

  • Slideshare integration
  • 1-2 new major partnerships 
  • 3-5 new minor partnerships
  • 5-10 cross-promotion initiatives
Our big bet in this area for 2014 is our integration with Slideshare, which will allow people to create Haiku Decks directly from their site.

After developing an arsenal of content and material with our small partnership efforts over the past year, we'll be looking to turn up the dial with a couple of large-scale partnerships (for example, National Association of Realtors or AMEX Open Forum) as well as some additional ones that help us gain scale with key audiences such as administrative professionals, marketers, and journalists.

Another area I'd like to explore is doing cross-promotions with products who either play in a similar space (such as Gliffy or Quip), or who we've seen our community members using in conjunction with Haiku Deck (for example, Nearpod, Explain Everything, and Smore.)
Photo by sludgegulper

new Marketing initiatives

  • SEM
  • Paid Social
Another specific thing I want to mention is that we'll carve out some time to experiment, identify best practices, and determine baseline costs for paid acquisition and re-engagement.

For now we're not building acquisition via paid channels into our growth model, but that could change post-funding for additional upside.
Photo by skycaptaintwo

engagement

Engagement To Date (MAUs)

Shifting to engagement, we'll absolutely be encouraging deck creation and sharing through our community and social channels, but I wanted to outline a plan for encouraging active users overall.

This is trickier to attribute directly, but analyzing and extrapolating from returning site visits, here's how I'd break it down.

2012:
Product (Adding a new platform, as well as repeat usage of the app just because people enjoy and value the product): 12K
Social: 7K
Community: 7K
Email: 1.5K

The main thing that we added to the mix last year was email marketing, in the form of both time-based and activity-based emails as well as regular communication to our growing community.

2013:
Product: 41K
Social: 34K
Community: 41K
Email: 14K



2014 Engagement  (MAUs)

In 2014 we add push notifications to the mix to engage our iOS users and really focus on more tailored email to engage our community more effectively.

Projected breakdown:
Product: 135K
Social: 109K
Community: 130K
Push notifications: 34K

Untitled Slide

Engagement - product (+82K MAUs)

  • iPhone & iPhone create
  • Save/share/sync
  • 1st UX focus 
  • Content templates
  • Core feature development (web)
A big chunk of growth will come from product -- both new product, completion of the web app, and specific attention to the 1st user experience. Outside of iPhone create, we aren't counting on new features (for example, new chart types or layouts) to drive usage growth -- but we are devoting attention to improving the cross-platform experience in terms of intuitive operation, seamless syncing, and clearer saving and sharing.

Another planned initiative, editable content templates, adds fuel to our SEO initiatives as well.
Photo by Creativity103

Engagement - email + Push (+72K MAUs)

  • Hai5 notifications
  • New activity-based emails
  • Autoemailers based on signup source
  • Special interest email broadcasts
  • Push notifications (Gallery)
As I mentioned, our email initiatives have been effective for re-engagement, but we are identifying some key opportunities to keep users active, encourage more deck creation, and boost overall retention. We're working on some back-end infrastructure to make this possible, and we've identified some experiments we can try with our current tools now to re-engage web users.
Photo by Mark Fischer

Engagement - Other (+115K)

  • Continue community/WOM efforts 
  • Social: Google+ Focus
  • 4-6 campaigns to catalyze creation & sharing
Our community-building efforts such as curating the gallery, celebrating UGC, and social will continue to be a strong driver for encouraging active usage of the product.

On the social front, we'll shift focus a bit to Google+, which has produced a number particularly passionate users. Building out our presence here will also support the SEO efforts I mentioned previously.



Photo by Sarabbit

next 8 weeks

  • Marketing plan implementation mode
  • PR - iOS Office; Winter release
  • Email activation tests
  • Potential partners evaluated and prioritized 
  • Acquisition costs identified
Photo by pasotraspaso

product update