Post on 14-Jan-2017
Depesh Mandalia Head of Performance Marketing
From crawl to run - how we grew up, fast
● Our story
● Facebook ads
● Managing growth
● 7 key takeaways
TECH + STORYTELLING + PERSONALISATION=
MAGIC
https://www.youtube.com/watch?v=-yXYw5QdtfA
November 2012
An idea… “we can create a better personalised book than this...”
April 2013
Public beta launched
December 2013
Founders quit their day jobs to run Lost My Name
23k book sold
Apr 2014
£500k early seed investment at £2.5M valuation
May 2014
500% ROI through Facebook ads
the “wow” and “aha” moment
July 2014
Dragons slayed: 4% for £100k and Piers Linney nabbed
October 2014
Going global:
Launch of EN-US, FR, ES and DE languages
November 2014
Mega growth: Xmas
Big FB spend and 4X return
December 2014
325k books sold
10X growth
February 2015
Mega growth 2: US, DE, FR, ES sales liftoff
May 2015
BIG decline. #fail
Burned by Facebook changes and pushing limits
June 2015
$9M Series A raise
Google Ventures and others join the party
July 2015
More global, bigger ambitions, recruitment push
September 2015
Growth is back on track
November 2015 (today)
Mega growth 3: Xmas kicks-in
Facebook adsFacebook ads
http://making.lostmy.name/data
Spend v Revenue
Spend v Revenue
Facebook ads zen
• Obsess over your target audience
• Trust in Facebook’s creepy user intelligence
• The algorithm wins
• Get creative
• Test, immensely, deeply.
Think: Growth
Stay tangle free
Hypothesis
Prioritisation
Test
Outcomes
7 Growth Takeaways
7 Growth Takeaways
1. Fail fast, fail often
7 Growth Takeaways
2. Controlled risks/losses
7 Growth Takeaways
3. MVP everything, move fast
7 Growth Takeaways
4. Don’t assume you know your audience
7 Growth Takeaways
5. Process and document everything
7 Growth Takeaways
6. Resource ahead
7 Growth Takeaways
7. Stretch but don’t snap
Tweet @depeshm
15% discount: www.lostmy.
name/friends/depesh-mandalia
Join the team