Presentation for East Venture's portfolio companies and guests in Jakarta January 2016. Andreas Ehn and I shared learning from our previous startup experience as well as our learnings so far from the Indonesian market.

1. Learnings from
Spotify and Wrapp
Lisa Enckell, @enckelli, lisaenckell@gmail.com
Andreas Ehn, @ehn, ehn@a8n.se
EV Hive, Jakarta, January 12, 2016

2. 75 million active users
$3 billion paid to rightsholders
30 million songs
1.5 billion playlists
58 markets
20 million paying subscribers

4. Disrupting an established
industry

5. Scaling technology and product

8. Scaling the organization

15. Product–market fit is not always obvious

17. Marketing for early-
stage startups

18. Go-to-market strategy

19. Phase 1
Invite only
Phase 2
Public launch
Phase 3
Growth
Testers Influencers Early Adopters Early Majority Late Majority
Make a plan

20. Situation
Objectives
Target audience
Value proposition
Strategy
Tactics
Timeline
Go-to-market strategy outline:

21. Positioning

22. “The act of designing the
company’s offer and image so that it
occupies a distinct and valued place
in the target customer’s mind”
Positioning

23. Who is it for (target audience)?
What is it (category)?
What does it offer (benefits)?
Positioning

24. Everyone
Target audience

25. Target audience
Pick your “Katie”

26. Category

27. The period tracker Clue
Picking category is about
choosing what you’re not
Not a fertility app
Not a contraception

28. Create a new category

29. Include the user benefits in your value proposition

30. Example: Go-to-market strategy for Wrapp

31. Example: Wrapp
Situation – Totally un-known (no brand awareness).
Give away “free money”, risk of being seen as shady
Objectives – Establish the category “social gifting”
and become the number one
Goals – 20,000 redemptions within three months

32. Example: Wrapp
Target audience – “Katie” - loves shopping with her
friends and spends a large share of her disposable
income on expressing herself with clothes and
accessories
Value proposition – Save money and get rewarded
for shopping at your favorite stores

33. Strategies – Ride merchant partners’ brand coattails
Tactics – Co-written press releases, campaigns in
retailers’ social-media and email channels
Example: Wrapp

34. Growth

35. What’s good for the business
Measure the right things
vs What makes us look good

36. Sign up Share
The viral loop

37. Sign up Share
See
Desire
to share
The viral loop

38. Sign up Share
See
Desire
to share
On-ramp
The viral loop

39. Sign up Share
See
Desire
to share
On-ramp
Branching
factor
The viral loop

40. Maximize viral factor K = IC
Maximize no of invites I
Maximize conversion rate C
Minimize cycle time p
In summary:

41. Sign up
to redeem
Give
gift card
Receive
gift card
See
birthday
Wrapp’s viral loop

42. Sign up
to redeem
Give
gift card
Receive
gift card
See
birthday
Featured
by retailers
Every day is
someone’s
birthday
Wrapp’s viral loop

43. Win-win-win
Desire to share

49. bit.ly/lisascourse

51. Opportunities in Indonesia

52. When there’s a gold rush
– sell picks and shovels

53. What do all of them need?

54. Thank you!
Now: Q&A
Lisa Enckell, @enckelli, lisaenckell@gmail.com
Andreas Ehn, @ehn, ehn@a8n.se