InboxDollars

Transitioning an established desktop business to mobile

MobCon 2014

Transitioning to mobile

How we responded (and continue to respond)

Key learnings

Introduction to InboxDollars

State of the company 2012-2013

InboxDollars

Connect consumers & advertisers in a way that benefits both

Consumers:

earn cash rewards for their online & mobile activities

Advertisers:

targeted & performance-based

advertising

Executive Summary

Founded in 2000

~$25 million revenue, 45 employees

1.6 million active members

More than $35 million paid to members

International (UK + Canada)

Self-funded & profitable

State of the company in 2013

We will build a mobile app

eventually

We will wait on our

partners to grow

Mobile Usage

Internet Average InboxDollars

60%

50%

40%

30%

20%

10%

0%January 2013

45%

Data challenged those

assumptions

January 2014

95%

Why did this shift?

Acquisition model Demographics of members

(“value consumer”)

Smartphones became

home computer

++

Key insights and next steps

Build Mobile

Web offering

Mobile is EXTREMELY important

We can no longer wait/rely on our partners

1.

01Raised priority of

building a mobile

app

02

After

Mobile Web

Built mobile web product offering

Used internal product & development teams

Before After Before Before AfterAfter

Mobile Web

Before After

Mobile Web

Before After

Mobile Web

Before After

Results

Increased signup

conversation rate

Increased monetization

and lifetime value of

signups

Monetization Changes w/ Milestones80%

75%

70%

65%

60%

55%

50%

45%

40%

35%

30%

Milestones

G.P

.S

Delta

HO

ME

PA

GE

OFFE

RS

PA

GE

Next Steps in Mobile Web

Mobile web-

specific activities

App installs

Mobile friendly surveys

01Continue

to refine UI

02

Mobile App

Built native app for iOS & Android

driven by consumer demand

Consumers prefer native apps:80% of time spent on a mobile device is spent in an app

(compared with 20% in browsers)*

Used external partner to build & scale

quickly

*Flurry from Yahoo

Results

Monthly active users Monetization lifetime value

vs. acquisition expenses

App MAU

Sca

lin

g A

cq

uis

itio

n

Pa

id A

cq

uis

itio

n S

tart

s

100000

90000

80000

70000

60000

50000

40000

30000

20000

10000

0

Next steps in Mobile App

Mobile app-

specific activities

Scan grocery receipts

Geo-targeted surveys/customer feedback

01Stand alone

mobile app

offering

02

Key learnings

Data

Strengths & Weaknesses

Data

We are very good at data, but had blind spots

We started to ask the right questions

We learned quickly:

% Signups from Mobile

Mobile RPM (revenue per member)

We adjusted the business plan:

Built mobile web offering

Increased priority of mobile app

Strengths & Weaknesses

Leverage core competencies Seeking expertise in areas of

weakness

Strengths: Weaknesses:

Relationships

Media buying Mobile development – outside partner

Mobile strategy & expertise –built Product team

Summary

Data

Powerful tool when used effectively

Strengths & Weaknesses

Know how your strengths relate to new market

Be honest about weaknesses and seek solutions

Questions?

Daren Cotter

Founder and CEO, InboxDollars

@DarenCotter