January 2014 Board Update by Catherine Carr

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Slide Notes

January 2014 Board Update

Published on Nov 06, 2015

Review of performance against 2013 goals

View Outline

PRESENTATION OUTLINE

Haiku Deck Board Update

JANUARY 16, 2014

Photo by Paul Stevenson

Marketing Update

Top 100 Websites of 2013

PCMag

We started off the year with a bang, making PCMag's Top 100 Websites of 2013 list (for Undiscovered Apps).

Full article here:
http://www.pcmag.com/article2/0,2817,2428799,00.asp

Photo by Patrick Gage

Decks of the Year

50 Finalists in 10 Categories

Last year, we selected 12 outstanding decks and featured them in a blog post and email broadcast. This year, with much more to draw from in terms of both quality and quantity, we stretched out the announcement and selection and involved our community in selecting the ultimate 10 winners via shares, likes, comments, and tweets.

Winners announced on our blog:
http://blog.haikudeck.com

Photo by ImagineCup

iPad v2.4 Release

"Haiku Deck is starting the new year right with a new update."

We did a bit of a soft launch with the new iPad release, which came out January 2, but still picked up some nice coverage, including this piece from AppAdvice.

http://appadvice.com/appnn/2014/01/haiku-deck-presentation-app-gains-new-ed...

Photo by Rene Mensen

Apptentive

Reviews up 6X; Average 4.4 stars

The new iPad version includes Apptentive, which helps us drive and filter for positive reviews gives us a much more direct line to communicate with users who are having issues.

Dec 5-16: 1 3-star + 3 5-stars
Jan 2-13: 1 2-star, 2 3-stars, 7 4-stars, 14 5-stars

1,730 prompts/1,001 love
Love rating 57.9%

"What a gift this app is to the business world. Beautiful photos with minimal text...how every presentation should be."

5 stars by GinaSchreck for version 2.4.1

Photo by theqspeaks

"Haiku Deck is the crisp, refreshing glass of water in the sludge of other programs. It forces you to get to the point, which makes your presentation clear, precise, and more powerful."

5 stars by neilleleven for version 2.4
A Refreshing Vision for Presentation
In the age of 140 characters or less, traditional presentation software is starting to show its age. Haiku Deck is the crisp, refreshing glass of water in the sludge of other programs. What makes Haiku Deck brilliant is the lack of tolerance for cluttered thoughts. It forces you to get to the point, which makes your presentation clear, precise, and more powerful than anything you've made before. I use it in my classroom for my students and each chapter has a Haiku Deck for a flipped classroom design. Every student has expressed a love for the simplicity of ideas. Don't fool yourself with PowerPoint copy cats, this is the future of digital presentation.

Photo by naotakem

"HERMOSA.

Excelente aplicación. Bella, limpia, y sencilla."

5 stars by Fernoth for version 2.3.1

Photo by lecates

10.

"When working with middle school, high school, & grad students, the excitement was pervasive no matter what level of tech."
Teachers With Apps

http://teacherswithapps.com/app_reviews-haiku-deck-visual-storytelling-so-m...

Photo by Eva the Weaver

11.

"Sometimes the best business ideas come from solving a problem we experience ourselves."
Small Business Trends

Full article here:

http://smallbiztrends.com/2014/01/haiku-deck-aims-make-presentations-simple...

Photo by See-ming Lee 李思明 SML

12.

NEW PRODUCT MANAGER

Photo by altemark

13.

Goal: 1M iPad + 200K Web = 1.2M

Actual: 882.3K iPad + 18.6K Web = 901.8K

iPad downloads were (as expected) a little soft in December, at 35K. We attribute this to the holiday lull -- productivity apps as a category dip over the holidays, compared to, for example, games and entertainment.

Web registrations were actually strong, by comparison -- up 57% from November and contributing 20% of our total downloads for the month. Most of this activity took place in the first 2 weeks of the month.

For reference:
http://blog.flurry.com/bid/102892/Apps-The-New-Thanksgiving-Tradition-and-S...
http://blog.flurry.com/bid/103350/Christmas-Continues-To-Set-App-Download-R...

Photo by bropho

17.

Assessment - Downloads

iPad goal assumed 2 more app store features than we received
Improved App Store SEO, organic performance helped close the gap
Web launch delay and timing was a factor
Dec. web registrations ~20% of total, 1 month in
2013: averaged 55K/month (iPad)

18.

2014 Priorities - Downloads

Convert more web traffic into downloads via iPhone and iPad apps
More focus on increasing and converting organic traffic
Secure alternate distribution channels

Convert more web traffic into downloads via iPhone and iPad download overlays (already in process) + attention to signup conversion (page redesign also in progress)
More focus on increasing and converting organic traffic, now that SEO basics are in place
Pursue alternate distribution channels - we can’t have all eggs in Apple’s basket

19.

2. Registered Users

Photo by Travis Jon Allison

20.

Goal: 300K iPad + 200K Web = 500K

Actual: 332.8K iPad + 18.6K Web = 351.4K

In December, registered iPad users followed a similar trend as downloads overall.

About half of our new registered users in December came from the web.

Photo by Jerry Bowley

21.

Assessment - Registered Users

Exceeded iPad goal by 11%
Web launch delay/timing slowed progress
39% registered users (16.9% in 2012)

22.

2014 Priorities - Registered Users

Optimize web sign up volume via messaging and placement
Optimize iPad registration rate (onboarding, 3.0 release)
Capture new registered users via iPhone app

Optimize web sign up volume via messaging and placement
Optimize iPad registration rate in the context of new onboarding and 3.0 redesign
Capture new registered users via iPhone app

23.

3. MAUs

Photo by gazzat

24.

Goal: 350K iPad + 50K Web = 400K

Actual: 121.4K iPad + 12.7K Web = 134.1K

Our max month was 212K iPad (March) + 20.8K web (December)

Our monthly total for December dipped a bit from 142K to 119K, but if you look at only the first two (non-holiday) weeks, we actually grew.

Photo by temporalata

25.

ASSESSMENT - MAUs

Goal set at peak of March 2.0 launch
Average 2013 iPad MAUs up 265%
December MAUs at 40% of original goal
Seasonal pattern more clear

Here’s a more detailed snapshot of the activity of our MAUs, reflecting activity from September through December. At a top level, 48% play a presentation, 42% create a new deck, and 18% browse the Gallery.

For discussion: One thing this year made clear is that our usage is subject to significant seasonality, so a consistent “up and to the right” chart may not be realistic to achieve. We may need to explore normalizing the data to take holiday weeks into account, for example. Another issue is a mismatch between the tracking in Flurry (which includes Gallery views) and web signins (which does not). I would recommend that we start including non-app Gallery views in our web MAUs.

26.

2014 Priorities - MAUs

Convert steadily rising deck views into MAUs
Shift from data aggregation to analysis
More targeted, personalized communication
Focus on re-engagement
2014 marketing plan under way

Convert steadily rising deck views into MAUs (2013 average monthly deck views up 3.6x over 2012) via iPhone and iPad app with deep linking
Shift from data aggregation mode (which has been tricky to nail) to a more sophisticated understanding of user behavior on each platform - having PM on board will help here
Deliver more targeted and personalized communication (foundation finally in place)
Experiment with and optimize push notifications and other re-engagement strategies

27.

4. Decks Created/MAUs

Photo by Crystal Writer

28.

Goal: 100%

ACTUAL: 65.9% IPAD & 18.4% WEB (63.8% OVERALL)

As a ratio, we hit our max: 78.9% iPad (January) + 36% web (December)
Average of 80K decks/month created on iPad

Photo by stevendepolo

29.

Assessment - Decks/MAUs

Surpassed 1M iPad decks created in December
Average 80k decks/month
~1/3 are high-quality 5+slide decks
16% of iPad decks published; half of those exported

Decks created shows a similar seasonal curve as MAUs
In 2013, 16% of iPad decks created were published (2x improvement since 2012), and 8.4% were exported to PPT (slightly but not significantly more than in 2012).

For discussion: Constraining over MAUs makes it difficult to demonstrate growth here -- for example, we hit 77.6% for iPad in October, with MAUs 3x what they were in January. Linking this KPI to MAUs also does not take into account the fact that Gallery browsing makes up 15-20% of our in-app activity (see above), and is our most likely way to increase active usage and frequency in general (especially with launch of iPhone app). I feel we should consider making this metric more squarely focused on deck creation.

30.

2014 Priorities - Decks/MAUs

Templates to streamline deck creation
Optimize user experience: triggers, hurdles
Add outliner; deck creation for iPhone app

31.

5. DAUs/MAUs

Photo by St0rmz

32.

Goal: 10%+

ACTUAL: 5.6% IPAD & 3.23% WEB (5.5% OVERALL)

Max: 6.4% iPad (October)

Photo by BBluesman

33.

BUSINESS DAYS ONLY

ACTUAL: 6.6% IPAD & 8.7% WEB (6.8% OVERALL)

Calculating DAUs/MAUs for business days only has a big impact, however -- something we might want to consider going forward, now that we have a deeper understanding of the weekly and yearly pattern.

When calculated this way, our DAUs/MAUs shows solid growth in Q4, ranging from 7.5%+ in September - October to 8.2% in November and 9.3% in December.

Photo by Francisco Diez

34.

Assessment - DAUs/MAUs

Average DAUs were up 3.3x in 2013
DAUs follow noticeable weekly pattern
Calculating for business days, 9.3% in Dec

DAUs follow a noticeable weekly pattern, with usage dropping off on the weekends (and holidays) and highest between Tuesday and Thursday.

For discussion: I think it would be beneficial to consolidate to one metric focused on active usage, perhaps average DAUs normalized for non-holiday weekdays (see above).

35.

2014 Priority - DAUs

More personalized engagement & communication via iPhone app, email

The iPhone app in particular will enable us to deliver much more specific, personalized information around views and stats to drive more frequent engagement.

Photo by Sergiu Bacioiu

36.

6. Deck Conversions/Deck Views

Photo by Dave Dugdale

37.

Goal: 3%+

Actual: 3.23%

It took a while to properly formulate and track this metric, but we demonstrated significant improvement here.
Now that we have substantially reduced the friction around the web app by removing beta invite requirement, we should continue to see growth, and optimizing this experience will be a continued area of focus.

Photo by clydeorama

38.

2014 Priority - Deck Conversions

Optimize conversion rate across platforms

Optimize conversion rate from deck pages across platforms (phone, tablet, desktop, and embedded decks

Photo by Wickerfurniture

39.

KPIS - GOALS

Appropriate for our business
Focused on what matters most
Clear and actionable
Simple

Photo by "The Wanderer's Eye Photography"

40.

PROPOSED KPIS FOR 2014

Downloads
MAUs
Decks created
Deck conversions/deck views

Acquisition
Primary: Downloads
Secondary: Registered Users
iPad
iPhone
Web Registrations
Total

Engagement
Primary: Monthly Active Users
Secondary: Average Daily Active Users; % of new users still active after 30, 60, 90 days
iPad (app opens)
iPhone (app opens)
Web (signins + non-app Gallery views)
Total

Primary: Decks Created
Secondary: Decks Published, Decks Shared, % of Business Decks, % of Users who Create a Deck
iPad, 5-Slide Decks Created
iPhone
Web
Total

41.