This is an introduction blog to some knowledge (basic) and vocabs I have learnt at Presence.
App's Skill Radar
- For any Mobile/Web/Internet startup, you need to know your advantages and disadvantages just so you don't get lured down a blind alley.
- This is appliable not only to Mobile Apps, but also to any modern startups (i.e. Website for delivery call, aka. Doordash/Palo Altos Delivery)
CPI
- Cost Per Install:
- Web: 0$
- Top tier compnay examples
- Any web era startups: Google, Yahoo, Portal sites
Muliplier
- How fast does the product spread, is it exponential or linear?
- Top tier compnay examples
- Uber, UberEats
Screen Time
- How long does your user spend on your app
- Top tier company examples
- Tiktok -> 100 Mins
- FB -> 45 Mins
- Bytedance Toutiao -> 75 Mins
Retention
- How long does a customer keep your app:
- 2nd/7th/30th day Retention:
- 4-2-1 -> OK (40% users kept your app on the second day, 20% users kept after a week, 10% after a month)
- 6-4-3 -> TikTok, Facebook, Google
- 5-3-2 -> Very good, you can go IPO
- for Web, DAU/MAU is commonly discussed. It is the same thing as Retention
- The formula is:
DAU / MAU = 2nd day retention / 30th day retention
- 20% -> Ok
- 60% -> Tiktok level
- 66% -> Facebook level
- The formula is:
- Top tier compnay examples
- Tiktok, Facebook, Snapchat
- To-B apps: Salesforce, Slack, Tableau, needed for work, mandatory retention
ARPU
- How easy is it to generate cash from your customers
- Top tier company examples
- Airbnb: extremely high ARPU, extremely low Screen Time
- Amazon: Okay Screen Time, but high ARPU
Branding
- Top tier compnay examples:
- Apple
- Amazon: return policy, Amazon Prime