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I launched my first Unity mobile game back in April 2013. At the time, Unity was starting to gain traction as the framework of choice for mobile game development. I happened to choose it because the developer I outsourced to suggested it. Since then, I have self-published 10+ games; all created using Unity. In addition, I’ve gone on to work for a major mobile games publisher managing million-dollar ad budgets. Here are ten lessons I've learned from designing, creating, and marketing mobile games. A fair warning: it’s long. But I promise if you read it all the way through, you’ll save a few years by learning from the mistakes I’ve made. 1. Be Inspired, Don't Copy Prior to launching my first game, I was studying the App Store for months. I read books, watched YouTube videos, and generally blocked out everything else. I was a bit extreme and told my friends, “If it’s not about apps, I don’t want to hear it.” When others zig, zag instead. I was looking for an app idea that would be engaging but also can generate substantial revenue. I had a limited budget of ~$5k to break into the market. I tried a ton of apps and games, looking for that. Then it happened. 4 Pics 1 Word launched in February of 2013 and went straight to #1 in games. I knew this was the product I was looking for. Both game design and UI were insanely simple. And it had a very straightforward business model. I had no problem just taking the business model as is. But I was a bit more concerned with launching an exact clone. I was new to the app store, so by the time I figured everything out and launched a game, the market would be saturated with clones, and mine wouldn’t stand out. Instead, I applied the game design and business model to a more niche category. I created The Bible Trivia game. It was significantly better than the competitors out there. There were games that were fun but inaccurate. Then there were ones that were accurate but weren’t fun. Mine was accurate and fun. As a result, it stood out. It launched on April 4, 2013; to my surprise, it made money on day 1. People were spending money on in-app purchases. The game ended up doing pretty well, considering it was my first attempt. Several years later, I sold the game in its entirety, turning a 40x ROI. When others zig, zag instead. 2. Everything Takes 3x As Long As You Think This is true for anything related to software development. Plan for this or plan to fail. That first game I created indeed took longer than I anticipated. I thought for sure I could have an idea to launch in one month, but it turned out to be closer to two. I actually received a prototype of it in a week. So what caused the delay? Well, first, I think I underestimated the complexity of creating a game. Even though I was a software programmer, I didn’t touch a single line of code in the game. My estimation, even by someone who’s technical, was a bit off. Second, I thought of new feature ideas that came up during the development process. They may be scope creep, but I realized they make the product better. For me, if a feature makes a product better, I generally go ahead and implement it. That extended the original development time. For example, instead of just having four images and having the player guess the word, I had different types of questions. I had audio questions- that was really different. I paid a British voice actor to read the clues. That extended the original development time, but it made the game experience so much better. 3. Making the Game is Easy. Getting Discovered is Hard In mobile game development, I’ve found creating the game is much easier than marketing it. The real challenge is figuring out the discovery problem- who’s going to play it, and how will they find it? Software development seems to be a binary problem- yes or no. Marketing, on the other hand, seems to be more trial and error. Maybe it will work, maybe it won’t. In mobile, the main discovery problem comes down to “will the app even get installs?” Getting featured by Apple or Google is not a strategy, but rather hopium. Larger studios usually have a war chest of funds ready to deploy to buy the installs. They do several soft launches of the game. Each soft launch can cost anywhere between $15-30k just to buy the installs. They use the soft launches as a way to gather metrics about the game. Then they keep improving those metrics until it’s ready for a worldwide launch. Smaller studios usually have a growth hack strategy. This is what my friends and I did with Hexar.io, as I’ll talk about later. Another way to solve getting discovered is by picking a different channel altogether. Maybe the game shouldn’t be on mobile, at least not initially. I recently worked with a game company that had a mission of creating edifying games for kids. I believe and still do that it’s a very noble mission and one that I very much agree with. Their team was heavy on the engineering side but very light on the mobile marketing side. They insisted they needed to launch a mobile game because they wanted to make money via subscriptions. However, they hadn’t thought about the discovery issue until six months ago. By this point, they’ve been in development for two and a half years. And only last week did they launch their app. I believe they’re facing a significant roadblock ahead in getting installs. Also, they have to deal with privacy issues in particular because their app is geared toward kids. Now, what if instead of launching on mobile first, they launched on Roblox? Would that solve their discovery issue while staying true to their mission? I believe so. And as I have discovered recently, Roblox is a fantastic platform for driving organic players to games. I learned that solving for the discovery problem oftentimes is about understanding the different distribution channels. 4. Phases To The Mobile Games Market Over the years, I've observed several phases of the mobile games market. Each phase presented unique opportunities for new entrants into the industry. New studios rose if they positioned themselves well during these phases. And older studios died or became obscure as a result of not adapting to the changes. If someone can spot these opportunities, they can take advantage of it. Around 2015, I noticed a significant shift toward paid app installs. At that time, I was leveraging App Store Optimization (ASO), the SEO equivalent of the app store, to generate installs. I did keyword research and optimized the title of the app to get as many impressions as possible. More impressions led to more downloads. But things were changing. I noticed ASO wasn’t working as well as it used to. I also began to see companies buying installs as a way to launch their games. And I started to hear a lot more about CPI < LTV (Cost Per Install < Lifetime Value). This became the dominant theme in the years to come. Data-driven companies like Machine Zone, Zynga, and Scopely capitalized on this shift and set up their operations to take advantage. They were very good at predicting the lifetime value of their players and knew exactly how much they were willing to pay for an install. Around 2017, another trend caught my attention: the rise of hypercasual games. The company Voodoo rode this wave and emerged as the dominant hypercasual game publisher in the subsequent years. This trend was about creating simple, addictive, and easy-to-learn games that appealed to a broad audience. The game sessions typically lasted only a few minutes, even shorter than casual games. My friends and I rode this trend, as I’ll explain later. Now, I'm seeing yet another trend influenced by privacy restrictions. Apple made it difficult for advertisers to track paid mobile app installs. As a result, influencer marketing is becoming more and more the primary way to bring in installs. This is not just happening in mobile but elsewhere as well. In Roblox, the primary way for developers to drive players to their games is through influencer marketing. Some very astute studios, like , create games that make it easy for YouTubers to create videos for. Wonder Works It’s almost like instead of marketing to the players, they market to the influencers, who then market to the players, who then go play the game. It’s a totally different model. Here are the phases that I saw in mobile games. Time ranges are estimates. Paid games (start of the app store - 2012) Beginning of free-to-play (2012 - 2015) Paid user acquisition (2015 - 2018) Hypercasual (2018 - 2022) Influencer marketing (2022 - present) As I’ve learned, there are always new opportunities despite the saturated market. If someone can spot these opportunities, they can take advantage of it. This leads me to my next lesson. 5. Opportunities Have A Limited Window. Move Fast I saw a window of opportunity in late 2016 where a specific sub-genre of games had the potential to generate organic installs easily. This, I thought, would solve the discovery problem I alluded to earlier. I noticed YouTubers playing “.io games.” These were mainly browser games (at the time), had very simple graphics, was multiplayer, and was about becoming stronger the more players you defeated. Something about YouTubers playing them felt really off to me. By this point in my career, I had enough of those feelings to dig deeper. What I found was the following. At the time, YouTubers thought mobile games were less than AAA console games. They thought they were less than in fun and less than in quality. They didn’t think mobile games deserved their attention in creating videos. But for someone reason, they would play .io games. I watched PewDiePie, the biggest YouTuber at the time, play a game called Diep.io. And his audience loved it! The audience wanted to see more of these games, and as a result, YouTubers sought out new .io games to play, creating videos that further fueled their audience's desire for more. This cycle of demand and supply led to an exponential increase in the popularity of these games. Then I saw my friend launch a Diep.io clone on mobile that rocketed to the top 10 in games almost overnight, with zero paid acquisition. Seeing this, my friends and I decided to create our own .io game called Hexar.io. Our strategy to get installs was simple. We would put a version of the game online and advertise it on various .io games websites. We believed YouTubers would eventually find it and make videos of them playing it. . . . And They Did We didn’t play a single dime to have YouTubers play them. Our thinking was that people would see these videos, then search for “hexar.io” on mobile. As a result, Hexar.io did very well. The game has generated over 12M downloads across both iOS and Google. As mentioned earlier, I believed there was a window of opportunity to launch this type of game. Even though we did pretty well, I think we were slightly late to the party. Paper.io, a similar game, debuted just a few weeks before our release and garnered significant attention. I still wished we had been first. Just a few weeks later, we saw many clones of both Paper.io as well as Hexario. 6. There Will Be Flops. Embrace it. Learn from it Creating a hit game on my first attempt colored my perception a bit. It had me thinking I was good, not lucky. Unfortunately, games are a hit-driven business, and luck is a huge factor. And over the years, I had some huge flops. The first was Matchy City back in 2015. This game holds a special place in my heart because it’s still the best game I’ve designed. I did tons of playtests and iterated from their feedback, so I knew the right players would love it. https://www.youtube.com/watch?v=wFFN_zprX9s&embedable=true However, the game failed to generate installs and monetize effectively. Looking back, Matchy City lacked levels, and I knew it. I was given this feedback, but by that point, it was way too late in the development process. I needed to launch the game because I was bleeding money. Also, I didn’t have a strategy to acquire installs. The lesson I learned from this flop was that I would never launch another mobile game without solving the discovery problem. Just a few years later, I learned that lesson with Hexar.io. #Winning. Another flop was Bounc.io in 2019. There were a few things that went wrong. We ambitiously took on a project that required an entire year to develop. Maybe I hadn’t quite learned the lesson of estimating something would take 3x as long. https://www.youtube.com/watch?v=SHwnQMopEbI&embedable=true There were only four of us, and we essentially put all our resources into making a hit, or so we thought. That’s really tough because long development cycles can be an absolute killer for small studios. We did get a Google feature but that didn’t save us, which brings me to the second thing that went wrong. I ran tests for this game using Facebook ads. I took early screenshots of the game and used them as ads. I measured the ad click-through rate to see what the potential response would be. The results were not stellar. I did the same test with Hexar.io previously, and they were significantly better. This should have been a huge red flag, and the right move would have been to pivot even though we already put development time into it. It felt like we wasted time. Instead, we should look at that as prototyping, a way to probe the market to see if there’s demand. The lesson I learned from Bounc.io is to test early and often. There are ways to do it, and I’ll get to them later. 7. Keep Doing What Works, Until It Doesn't When we had a successful .io game on the market, we should have continued creating more games in the same genre, utilizing the engine we had developed. The strategy was clear: keep riding the wave of demand for .io games until they subsided. Stick to it even when it boring. feels I underestimated the demand for .io games because even to this day, there is still a demand for them, although their appearance may have evolved. A prime example is Survivor.io, a recent game that has achieved notable success. Additionally, games like Archero incorporate elements of the .io genre. Interestingly, the creators of Archero previously developed Arrow.io, further highlighting the opportunities for building upon existing success. Had our team continued to create and release more .io games, we might have been able to cultivate a large and dedicated user base, generating substantial revenue along the way. This revenue could have provided us with the resources to venture into more ambitious projects, ultimately allowing us to create a larger and more expansive game. The lesson learned for me is this: once I find a formula that works, I stick to it until it doesn’t. Stick to it even when it boring. feels We didn’t and, as a result, had to close up shop. Looking back, I take a large part, if not all, of the responsibility for that decision. 8. Certain Game Genres Require Certain Implementations I learned this lesson after the Matchy City flop. I was told that free-to-play casual puzzle games, particularly match-3, absolutely needed levels in order to monetize well. The exact words I remember were this: “These games are fun, but they don’t make money.” The game that comes to mind regarding this is Triple Town. The game was incredibly enjoyable but struggled to generate significant revenue. It should have been a massive success, but . it wasn’t The creators learned this lesson because their next game, Alphabears, did much better. Oh, it had levels. Here's a of it. postmortem Here is another implementation I can think of. Hypercasual games absolutely need rewarded videos. It’s a great way to monetize, not directly off the players but the advertisers. It’s also really simple to add them throughout the game. Have a game that players play for hours on end but has terrible retention after day 1? It should probably be a paid game. Monument Valley is a paid game for this exact reason. Players generally finish the game within 1.5 to 2 hours and never play it again. 9. Test Game Concept Early, Test Often One critical lesson that I’ve learned that many indie developers and small studios tend to overlook is the importance of testing the game concept early. I would say that most indies don’t even test the game concept until a prototype is created. What I’m talking about is testing the concept of the game the prototype. before I think developers don’t feel they’re making tangible progress because they’re not building. This is, in fact, the exact opposite. Testing for product-market fit is the most important thing to do. I get that it feels weird to test the product-market fit when we’re talking about game design, but it works. Let's consider the example of Hexar.io. In the early stages of development, we created screenshots depicting what the game would look like and ran Facebook click ads that directed users to a landing page. I analyzed metrics such as ad click-through rates (CTR) and waitlist submission rates. Facebook ad CTR on average, was 1%, and our numbers were close to 2-3%. The numbers were promising and indicated we were in the right direction. All it meant was we should continue developing. When I ran the same test for Bounc.io, they were subpar. It was definitely less than what I expected. This should have been a signal for us to stop and figure out what the problem is. Testing for product-market fit is to do the most important thing Watch to learn how Wooga does “fake door testing” in mobile games. this video 10. Play Game Dev Tycoon Instead of giving one last lesson, the one will give at least four more. I played the game again recently and found that it captured the challenge of being a game studio very accurately. Here are my key takeaways: : In Game Dev Tycoon, the significance of developing a game engine becomes apparent. Building a game engine allows for differentiation in the market and can significantly shorten the development time of new games by leveraging the existing engine. Creating a Game Engine is Important : The game highlights the concept of theme and genre combinations. It teaches us that certain combinations work better together, leading to greater success and player engagement. Certain Game Combinations are Better than Others Want to make a farming-themed game? Well, you’ll have a higher probability of success if it is in the simulation or casual genre (Farmville). But what if you want to create a farming RPG? Well… you might want to rethink that. : There are two modes to the game: easy and hardcore. I played hardcore mode and was always one flop away from bankruptcy. As I’ve found out IRL, it’s pretty true. Bankruptcy Is Always Around The Corner : To survive in hardcore mode, the player has to stay in the first level (the garage) for a very long time. Stay Small and Build a Cash Reserve When the player’s in the garage and not leasing an office building, the costs are lower. Also, it’s just the founder. There aren’t other employees yet, which also cuts down on expenses. During this time, the strategy is to create game after game and build up a large cash reserve before moving on to the next level. Don’t just go onto the next level just because it’s available. This is pretty sound advice. So if you’re thinking about creating a game on any platform, I encourage you to play Game Dev Tycoon. And yes, play it on the difficult mode. Wrap-Up That’s it. You made it to the end. I hope you found it interesting and insightful. If you enjoyed this article, tweet at me or connect with me on and let me know your thoughts! @jackzliu LinkedIn

10 Lessons From 10 Years Of Designing, Creating and Marketing Mobile Games

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A curious truth: we get so hooked on imagining the future that we forget to look to the past for guidance. This article looks back in time at the history of the development of the railroad infrastructure that took place during the 19th century. Worldwide, railroads became the backbone of the Industrial Revolution and laid the early groundwork for our mobile, supply-chain dependent, modern quality of life. There are unique layers of history here that give us case studies for adapting to new technologies. As we grapple with advancements being built in cyberspace, from to Generative AI to burgeoning data science fields (just to name a few), understanding the extreme change the railroads brought can help us make sense of the extreme change we’re dealing with now. Bitcoin I’ll start by saying that it's impossible to understate the impact of the . Transcontinental Railroad Networks As we’ll see later in this article, railroad networks laid the transportation foundation for what would become the Industrial Revolution – an era that revolutionized virtually every aspect of human existence from production methods to social structures. Without this leap, it’s unlikely we’d enjoy the quality of life we currently do. Consider the steam engine, a key innovation that not only propelled factories and revolutionized transportation, but also served as the bedrock for today's intricate global supply chains. In a similar vein, the telegraph enabled near-instantaneous communication over vast distances, foreshadowing the intricate web of digital connectedness we have today. The Industrial Revolution signaled a new epoch of innovation, forging a path towards the impressive advancements and conveniences that now pervade our daily lives. If you’re a history of tech nerd like me, this story presents a wealth of intellectual intrigue. How the American Transcontinental Railroad happened The idea of a Transcontinental Railroad had been tossed around and debated for decades. There was just so much to disagree on. Who would pay for it?
Who would build it?
Where would it begin?
Where would it end? Notable proponents like and played a role in pushing the ball forward, publishing and revising formal proposals and planting the seeds in the minds of high-level politicians in Congress to take up the project. Asa Whitney Theodore Judah But it wasn’t until Abraham Lincoln to connect the country in the wake of a bloody Civil War that the project started to get taken seriously. saw it as an opportunity Other leaders felt that the timing was way off. Lincoln was pressing for the country’s most ambitious project to date in the midst of an expensive Civil War. But Lincoln was determined. In one of the most impactful pen stroked in U.S. history on July 1, 1862, Lincoln signed into existence two things: The Transcontinental Railroad itself A major player in the rail industry that’s still in operation today: Union Pacific In Lincoln’s mind, the project would solve a number of problems. It would give settlers a passage west that was safer and more dependable than stagecoach or by ship. It would support the growth of new communities on the frontier. And, perhaps most importantly, it would bring California and Oregon closer to the rest of the country. Complex policy and financing behind the granted the job of laying the railways to Central Pacific (who would build from west to east) and Union Pacific (who would build from east to west). Pacific Railway Act of 1862 The government paid the two companies with land grants, bonds, and cash to incentivize them to lay as much track as possible as fast as possible. After 6 years of non-stop sledgehammer swinging, dynamite explosions and highly-toxic nitroglycerin detonations, the ceremonial "Golden Spike” was drilled into the ground. Days later, the first passenger service began. Travel between New York City and San Francisco – previously a hazardous trek that took months to complete – now took less than one week. This vital new artery linking the American heartland to the bustling cities of the east set in motion a series of profound changes that would reverberate through every aspect of life. In essence, it irrevocably altered the American experience. Travel, shipping, commerce, settlement, agriculture, and infrastructure all expanded into the vast American west. The perils of the Oregon and California trails subsided considerably, making it feasible for ordinary citizens to venture westward and populate the "Great American Desert." Time zones became standardized. A lesser-known aspect of this tale is how the rail infrastructure served as a foundation for other burgeoning networks. Telegraph systems were constructed alongside the tracks, essentially piggybacking on the rail networks. Towns situated along the railways flourished into thriving trade hubs. Subsequent infrastructure emerged in the wake of the rail system, giving rise to networks that built upon it. The telegraph and, eventually, exemplify this layered progression. fiber laid by tech giants like Google And this was happening all over the world, not just in the United States. Fast forward three decades to 1891, when the Trans-Siberian Railway emerged, stretching from Moscow through the immense Siberian wilderness to Vladivostok on the Pacific coast. Addressing many of the same challenges faced in the United States, this railway upgraded Russia's transportation infrastructure, previously reliant on a hodgepodge of roads and waterways. Spanning the immense nation, this was Russia's most ambitious engineering feat at the time. A staggering 62,000 workers constructed railways across the country, with some sections witnessing up to 372 miles of track laid per day— a far cry from the Union Pacific Railroad's 40 miles in its initial six months. The fascinating tale of the Trans-Siberian Railway's conception and construction . can be found here What truly piques my interest, however, are the striking parallels between the two countries in terms of their impact on people and settlement. In Russia, pioneers journeyed eastward, while in the United States, they ventured west. In both cases, the promise of cheap land and a fresh start was enough for many to pack their bags, hop on the train, and never look back. These railways provided a respite from the widespread financial exclusion and deplorable living conditions in overcrowded cities. I won’t pretend the new rail networks didn’t come with their own set of difficult trade-offs. With new technology, the aim is to maximize the good and minimize the bad; and railroads managed to strike a reasonable balance. As with many technological breakthroughs in history, there were groups who staunchly opposed the development of railroads. The unmatched speed of trains, compared to horse-drawn carriages, initially stirred worries about potential health risks, such as respiratory issues, dizziness, and even the . bizarre notion of women's uteruses dislodging These apprehensions were eventually debunked as train travel gained popularity and people adapted to this novel mode of transportation. Individuals like English poet William Wordsworth were more justifiably concerned about the environmental consequences of railways. He contested their construction in England's picturesque Lake District, fearing the destruction of the landscape and the disruption of pastoral serenity. In 1844, Wordsworth in the sonnet "On the Projected Kendal and Windermere Railway." voiced his objections People initially feared rail travel due to steam engine safety concerns and accident potential. Early accidents, like the 1830 death of British Parliament Member , intensified these fears. However, as safety standards improved and accidents declined, public confidence increased. While concerns are valid, resisting technological progress to preserve the status quo is not beneficial. William Huskisson , a distinguished 19th-century civil engineer, championed canals and roads over railroads, arguing they were more cost-effective and efficient for transporting goods. He also expressed doubts about the safety of rail travel. Although not driven by financial motives, Telford's professional reputation, tied to canals and road infrastructure, may have influenced his perspective on railroads. This serves as a reminder that even experts can err when deeply rooted in a specific way of thinking. Thomas Telford History may not repeat itself, but it often echoes, as seen in the parallel developments of rail infrastructure and our contemporary digital infrastructure. This brings us to my central question in this article: What can we learn from the development of railroad infrastructure to guide the adoption of breakthrough technologies today? Open infrastructure is the key to change, as demonstrated by the construction of rail networks that people could willingly join or ignore. This required an open network that individuals could freely participate in. Technology has always been humanity's most significant socioeconomic driving force, distinguishing us from other species since the Stone Ages. We’re wise to not take these decisions lightly. Generations can often be defined by the technologies they introduce. Although new technologies can initially appear frightening and strange, the good ones eventually gain mainstream acceptance. Dismissing new technologies solely because they’re unfamiliar is counterproductive at best, destructive at worst. New networks give rise to new cultures. The rail networks opened up unprecedented opportunities, just as digital technology is doing today. The internet, for example, has created new lifestyles and opportunities for a generation of independent information workers who leverage our global digital infrastructure. Throughout history, each generation seems to face their own unique challenges in introducing new technologies. While ours grapples with the internet, , bitcoin, among a host of others on a list too long to name, previous generations wrestled with locomotives, railroads, and electricity. These technologies, once heavily debated, have now become deeply ingrained in society. Viewing history through the lens of "defining technologies" offers a fascinating perspective on human progress. AI Note: I know there are a ton of new technologies I’m not naming in this article, as I’m aware there are many. I stick with the ones I have the deepest understanding of, but that doesn’t mean they’re the only ones making great progress.

What the Transcontinental Railroads Teaches Us About Tech

ট্রান্সকন্টিনেন্টাল রেলপথ আমাদের প্রযুক্তি সম্পর্কে কী শিক্ষা দেয়

Was uns die Transcontinental Railroads über Technologie lehren

Lo que los ferrocarriles transcontinentales nos enseñan sobre tecnología

Ce que les chemins de fer transcontinentaux nous apprennent sur la technologie

तकनीक के बारे में अंतरमहाद्वीपीय रेलमार्ग हमें क्या सिखाता है

大陸横断鉄道がテクノロジーについて教えてくれること

대륙횡단철도가 우리에게 기술에 관해 가르쳐 주는 것

O que as ferrovias transcontinentais nos ensinam sobre tecnologia

Kıtalararası Demiryolları Bize Teknoloji Konusunda Ne Öğretiyor?

Đường sắt xuyên lục địa dạy chúng ta điều gì về công nghệ

横贯大陆的铁路教会了我们什么科技知识

How can I raise my first round of capital? Do I need a product? What metrics do I need to show? Or can I raise money based only on a deck and story? These were some of the questions that I kept asking myself and friends for months after starting to work on Alpe. The more I asked around, the more I realized it wasn’t only me asking those questions. is the most misunderstood and untold stage of startup life. I’m not talking about series A or B, or even seed. I’m talking about raising pre-seed money. Early stage fundraising That’s the stage we’re all asking the same questions: How did you raise your first round of capital? Who gave you that angel money to build the MVP you needed to show traction? How did you convince someone to bet on you when you had nothing to show? Did you quit your job and work full time? Maybe you’ve read that “the market is swimming in cash” or “It’s never been easier to raise capital”, but this is definitely not the case, or at least is first level thinking¹. The reality is that unless you’re in a specific inner circle of founders² it’s incredibly difficult to raise those first rounds of capital. I know because I and many founders I interact with have been there. My goal with this post isn’t to tell you , rather it’s to share the actual story of how we raised $128,000 over our first 12 months. I don’t think there’s a way to fundraise³ -each company and founder is different — so I’ll share our story, our numbers, our lists, and metrics — basically, all the in-depth details I wished I’d had available when we started our journey at Alpe Audio⁴. how to do it Nine months to MVP I started working on Alpe because of a traffic jam. I needed to study a topic in-depth and there was no way to do it while driving. Podcasts weren’t good enough and Coursera was a bad mobile experience. That first pain point led me down a rabbit hole of prototypes and user interviews that eventually led to Alpe Audio: a mobile-first, audio course-based learning experience to master topics in-depth, in the time that you have while you’re ‘on the go’ — commuting, running errands or out for a jog. A university in your pocket, so to speak. Getting to work In the first nine months, we did market research, user interviews, problem validation, technical validation, established the founding team, and built an MVP. This included: 80 user interviews 40 interviews with content creators 2 prototype trials to test actual user adoption: one was a landing page that I advertised and the other was giving out calling cards for a service to turn course summaries into a podcast-like format. 10–15 conversations with investors (mainly seed investors) to gauge interest in the B2C audio space and hear feedback on the story. I had hoped these conversations would lead to a better idea of what concrete metrics investors were looking to see, but investors didn’t actually know (more on this below). Co-Founder Dating Finding a co-founder was the highest variance task. It was important and I had no idea how long it would actually take. It took three months of searching until I was introduced to the right person. I was looking for someone with a technical background in building production-ready NLP models, who cared deeply about customers and had a product-centric mindset. Most importantly, they had to have the right emotional makeup for a founder: someone who can roll with the punches, take the highs and lows together with me, be humble, incredibly good, and leave their ego at the door. My co-founder y fit the bill, and it took three months of us ‘dating’ until we were both sure of the other and that we had found what we were looking for. Gu During this entire time, we didn’t fundraise and were working on our own dime and time. Friends, Family, Fools & Funds Nine months into working on Alpe we decided to raise money. We had all the research done and better yet, a working product with a couple of hundred users and the first 2–3 audio courses. It wasn’t much more than an MVP, but it was something that worked, that we’d sweated over and spent our time and money on. And here we were hit with the critical question: should we raise money based on a deck and story or did we need to show traction metrics for our product? So I asked around and heard every possible answer: “Raise first, build later.” “Build first, raise later.” “Show a good CAC/LTV ratio.” Every possible answer out there was offered as advice. Because no one really knew, we set out to find out and raise our first round of capital. Show Me the Money It took 3.5 months and 132 prospective investors to raise $128,700 from 12 final investors. Covid hit right at the end and knocked two funds out of the picture. Out of the 132 prospective investors, half were actual Venture Capitalists (VCs), the rest were individuals who I thought could be relevant investors. We did the fundraising in batches, reaching out to prospects together and keeping as synced a timeline as possible, which you can see in the chart: starting out with as many new leads and first meetings as possible. After week 6 we stopped reaching out to new investors and simply pushed through our funnel. Finding the Right Funds Part of the preparatory work was building a list of relevant funds and personal investors. To find VCs, I found these to be most useful: : If you follow a few relevant investors on Twitter, Twitter’s recommendation engine is actually very good at suggesting other relevant investors. Twitter : is also a great database to start your search. NFX Signal We vetted our initial list of around 250 VCs based on: Whether the fund was active. It either had to make an investment in the past three months or raise capital recently. The stage and sector they focus on (based on their website). Existing investment in a competitor. Partner background: whether a partner invests in our space (B2C, media, Edtech). After vetting, we had around 80 prospective funds. Unfortunately, even after vetting, a lot of the funds we spoke to weren’t relevant. Some didn’t invest in the sector (B2C or Edtech), others didn’t invest this early or didn’t invest in Israel. Too many VCs don’t keep their website up-to-date with their actual focus, stage, and sector, which led to many wasted calls. Because I had worked in VC, I knew some of the funds and those were easiest to reach out to. For the others, we tried as hard as possible to get a warm intro from a mutual acquaintance. For those we couldn’t, we reached out cold and always personalized the outreach. There are best practices for cold outreach. Here is a guide I like⁵. Finding the Right People Searching for relevant private investors is a different game. How did I know who would be relevant? I didn’t. I reached out to everyone who I thought might be interested in investing $1,000 and up - co-workers, friends from university and the military, and extended family members. Taking money from friends & family is a difficult choice: startups are as risky an investment as there is. Are you willing to lose money for the people you care about most? On the other hand, friends and family are the people who know you best and believe in you the most. Also, if you really believe in what you’re building and the financial opportunity, who better to benefit from it than people you love? In the end, we decided that our belief in Alpe and the opportunity was enough for us to feel comfortable with approaching friends and family. We were investing everything we had in Alpe and so friends and family were welcome along (after some serious financial disclaimers and expectation alignment). Raising money from people who trusted us personally was the right call. When Covid hit in March 2020, two funds backed out. All the personal commitments stayed in. Too Early For many funds, we were , a very broad statement, since other teams in our space had raised with far less actual traction than we had. These statements - and there were many of them, constantly led us back to our initial questions: Do we need a product with actual metrics to show that we’re not ‘too early’? If so, what metrics? Alternatively, maybe improving our deck and tightening the story could be enough? too early As a former VC, I knew the answer: there is no formula. Every raise is different because every company is different, but after taking all those meetings I did start recognizing a pattern. The Three-legged Fundraise The pattern I kept seeing repeat, both as an investor and as an entrepreneur is that every investment is built on three things: Traction, Story, and . After those 200+ meetings, I’m convinced that at early stages, traction matters least⁶ and it’s all about the story and magic dust. Which runs counter to what I’d heard said by well-known investor veterans like Paul Graham & Marc Andreessen. Magic Dust Traction sounds simple but at early stages, it’s not. What traction do you show when you have no idea what your actual retention is? Or your CAC/LTV ratio? How many users are enough? What if they’re free vs paid? What’s good retention when your product is barely functioning? You get it. The numbers for traction change dramatically based on so many factors. When I started talking to investors during our market research stage, we had no numbers to speak of. Within a few months, we had hundreds of users with 30% retention, good by any measure, but they didn’t . They didn’t overwhelm investors and get them fired up to invest right now (I cover how we grew to 10,000 users ). Wow here At 7,000 users I felt a tangible difference when talking to investors, and more so when we hit 12,000, but these didn’t change fundraising materially. They still weren’t enough to get investors to ask ‘where do I sign?’. Wow Worse, the goalposts kept moving. We had 12,000 users, great, but were they paying? We had 30% retention over 90 days, great, but what about 12-month retention cohorts? When it came down to it, traction wasn’t enough, no matter what we did. It helped the story, it buttressed it, but at early stages, traction just isn’t there — it’s an early-stage company. So unless you have absolutely incredible, outstanding, out of this world, traction numbers — don’t count on your traction to seal the deal⁷. This is why MVPs should only be built to advance your product or your story. They’re not there to show a traction number: not how many people are on the waiting list or how many users downloaded your app. Stories and Magic Dust What goes into Story and Magic Dust? The problem you’re solving, market, TAM, and all that. But mostly it’s founder-market fit and the market dynamics. At early stages, investors are betting on the founders. A critical part of what goes into the story is the element of why you’ll be able to solve this problem and why now is a good time for you to do that. What’s your edge over the rest of the market? In a way, VCs are trying to de-risk. If you’re tackling a B2C play, having years of experience in design, acquiring customers, or building products at B2C companies is a way for a VC to sit back and think to themselves — . They can remove that factor as an investment risk. The more the founder can alleviate the key risks in their startup’s market, the stronger the story. it’s a hard problem but so and so knows how to do it Unfortunately at Alpe, we were missing that textbook answer. Guy and I didn’t have a B2C background. We didn’t have an educational or audio background. We’d never built an app before. Guy came from years in NLP and I came from a VC & automotive focused background. We were sorely lacking in that part of the story⁸. Magic dust is the third part of the deal and it includes those ephemeral aspects of fundraising that can make or break a company: FOMO, momentum, the right timing or lucking out, and meeting the right investor who simply loves your idea. Usually, having either a strong dose of magic dust or a strong case of founder-market fit is enough to get you on your way with the first round of capital⁹. Wrapping up: Challenges & stories Fundraising is hard. It’s a full-time job, takes dedication, thick skin, and perseverance. There is no quick and easy formula and the process is full of self-doubt and too many expert opinions. Read the blogs, do your research but trust yourself. My closing two tips are: Focus on your story and use it to help investors de-risk investing in you. Traction can be a part of that, but don’t bet on traction alone. Trust the process. Build the pipeline, run through it. Make sure you have enough shots on target to succeed. You can get 100 no's, but you only need one yes to make. Footnotes Howard Marks lays out first vs second level thinking in this wonderful memo: https://www.oaktreecapital.com/docs/default-source/memos/2015-09-09-its-not-easy.pdf Who are usually men based in Silicon Valley, hail from brand name institutions or companies (examples: Stanford, Uber, Airbnb) or repeat entrepreneurs. Although many gurus will say there is ‘A’ way. That’s not to say there aren’t many (many) useful blogs and podcasts with tips on fundraising. My favorites are the NFX articles put out by James Currier and team & ‘Both sides of the table’ blog by Mark Suster. This will be the third in a series of detailed posts tracking our progress at Alpe Audio, sharing metrics and topics that I’d have wanted to be out there. Part 1 & Part 2 describe how we grew to 10,000 users. Liron Azrielant of Meron Capital lays out her bullish case for cold outreach and best practices. With one caveat: Traction doesn’t matter in as much as it doesn’t contribute to the story. If it helps you prove some key point and is part of the de-risking your story, then it definitely does matter.
For example if we had had the traction that assuaged the fears investors had around us as a founding team (that we were missing a B2C background), it would have been useful to have the traction to de-risk that. But for that we needed outstanding traction numbers (see footnote 7 on what outstanding traction numbers are). What are incredible traction numbers? These numbers from Snapchat’s early days that Jeremy Liew shared on 20VC with Harry Stebbings blew my mind: “In March/April of 2012, they had about 90,000 daily active users off the base of 180,000 installs.” That’s 50% retention measured in DAUs off a huge base. Wow. We actually are a good fit to found Alpe, just not a textbook fit. Alpe brings together many different disciplines: B2C, product, audio storytelling & production, education, cognitive science and NLP among others. There is no founder or founders who cover all these areas — autodidacts are what’s needed. Assuming the rest of your story is in the normal bounds of startup fundraising: relevant market, strong ‘why now’ and good access to capital. A contrary example is raising a B2C early stage round in Israel — most Israeli VCs focus on B2B, and so access to capital for pre-seed/seed B2C companies in Israel isn’t good. First published here

263 Meetings, 12 Months and $128,700 in Startup Funding Later

77 Stories To Learn About Ai Top Story

Let's learn about via these 59 free stories. They are ordered by most time reading created on HackerNoon. Visit the to find the most read stories about any technology. Cbdc /Learn Repo 1. My Comments on the U.S. Fed's CBDC Paper Thoughts on the US Federal Reserve's CBDC paper and request for comments from the writer of the Digital Universal Drachma white paper. 2. CBDCs Are A Very Bad Idea Learn the risks that Central bank digital currencies (CBDCs) pose to your monetary freedom and privacy. 3. Why the US Needs a Digital Dollar if the USD is to Survive 2020 was a year of unprecedented, world-changing events, some of which most people are not even aware of. Like it hasn’t been enough for one year, more news comes from China, where the government is actively testing its digital payment system called Digital Currency Electronic Payment (DCEP). 4. The Good, The Bad, and The Ugly of Central Bank Digital Currencies or CBDCs Less than 1% of the world’s population uses cryptocurrencies. And whether the remaining 99% want to use them or not, it doesn’t matter anymore. 5. The Future of the Banking Industry It is hard to believe that soon banks will lose their hegemony, but the process is happening and cryptocurrency is a big part of the reason 6. Nakamoto Terminal CBDC Factbook: Insights on International Efforts to create CBDCs The Nakamoto Terminal CBDC Factbook is a compilation of intelligence insights on international efforts to create Central Bank Digital Currencies. 7. 7 Pillars of Crypto in 2021 - A Look at DeFi, SoFi, and Legislative Regulation Trends in Blockchain and Cryptocurrencies are changing amazingly fast. We can express every year as the blossom of some new thing: 2017 - ICO, 2018 - IEO, 2019 - Stablecoin, 2020 - DeFi. 8. Policy Implications Stemming from the ECCB's CBDC outage ECCB's Dcash outage provides central bankers, governments, &technology providers with the opportunity to reflect on the challenges emerging from CBDC failures. 9. Why Understanding Digital Wallets is Key for Central Banks Desiring Widespread CBDC Implementation Governments must identify, discuss, and ideate their wallet choices when thinking about CBDCs, incorporating key policy considerations for true defi for all. 10. 2022 vs 2023 Overview: How to Invest in Crypto Without Huge Risk For now, of course, we'll be content with what we have, but we have quite a lot compared to the previous crypto winter, heh! Invest wisely! Diversify all risks! 11. ‘DubaiCoin’ Leaps 1000% Within 24 Hours after False Claims Dubai's DubaiCoin, $DBIX, is a new central bank digital currency 12. Central Bank Digital Currencies: Demystifying the Next Evolution of Money To paraphrase John K. Galbraith, while many concepts that relate money, venture into the arcane, others, such as CBDCs are so simple that “the mind is repelled” 13. CBDC Race Has Started: What Should we Expect from It? 14. China's Repeated Takedowns of Its Own Tech Elites Paints A Worrying Forecast For All of FinTech Fintech development in China has consistently experienced tremendous scale in the last two decades, but recent legislative measures aim to curb this growth. 15. The People’s Bank of China and the new white paper on the e-CNY (Digital Yuan) The PBOC's July 2021 release of a white paper highlights potential privacy issues and the disruption of China's digital payments industry by the digital yuan. 16. Will CBDC Powered Offline Payment Systems Complement or Compete With Cryptocurrencies? Comparatively to traditional cryptocurrencies, a CBDC is centralized, and thus it is regulated by the issuing organization or country. 17. Designing a Viable Central Bank Digital Currency Central banks around the world are exploring the idea of issuing a variant of fiat currency that bridges the functional divide between physical cash and account-based systems. 18. Legalization of Cryptocurrency will Kickstart Economic Development in Latin America The adoption of cryptocurrencies as legal tender serves to guarantee some semblance of economic stability and growth for Latin American countries. 19. Why CBDCs Are NOT The Same as Cryptocurrencies Like Bitcoin CBDCs are centralized digital currencies and fundamentally different from cryptocurrencies like Bitcoin. Pros, cons and oh-nos of CBDCs. 20. CBDC Digital Yuan Deployment To Massively Impact Cross-Border Policy Regulators' Decisions The PBOC's app release gives the world excellent insight into China's e-CNY ambitions, particularly with the upcoming Winter Olympics and Chinese  New Year. 21. A Case Against Central Bank Digital Currencies Government's around the world are preparing to roll out their respective CBDCs. It's important to understand some of the risks associated with this development 22. Are Central Bank Digital Currencies (CBDCs) Legit? Central bank digital currencies (CBDCs) have been in the rumors since 2013, with China allegedly developing in secrecy a government-issued centralized cryptocurrency to fight off the increasingly popular Bitcoin. But it wasn’t until September 2015 when the Bank of England had publicly discussed for the first time the use of a blockchain-based central bank currency as a way to implement negative interest rates, and March 2016 when the phrase “central bank digital currency” had been coined. 23. BIS Proposes Unified Ledger for CBDCs, Tokenized Deposits, and Payments Programmability is a key feature of CBDC, meaning central banks and their customers could have total control over when, where, and how the money is spent. 24. CBDC: Are We on the Brink of Financial Lockdown? CBDCs could be the next big thing for governments and financial institutions. 25. Weekly Web3 Tracker: Ralph Lauren Parnters With Fornite, Mexican Metaverse Mall, and More  🔭 Monitoring recognizable brands as they move into web3 26. Meet the Writer: Matthew Proffitt, ESG & Disruptive Tech Consultant Background info about a Hackernoon Top Story author's life, interests, and career. 27. Digital Euro (CBDCs): Closer To Reality Than You Think The ECB (European Central Bank) has published a report stating
the digital euro is getting closer to be launched. It gives an overview of a
possible roadmap for implementing the digital euro as well as the advantages and disadvantages of a digital currency in the euro zone. 28. Bitcoin is an Authentic Form of Resistance Against CBDCs Bitcoin doesn't have ever-changing rules; it doesn’t inflate you away, it doesn’t require a third party, and no one can freeze or seize your funds. 29. CBDCs and Soulbound Token Explained Will CBDCs replace cryptocurrency? Will Soulbound tokens -  as touted by Vitalik Buterin- help to overcome some of NFTs’ challenges? Let’s take a deep dive in! 30. "Crypto is going to change the world" - Daniel Gouldman Central bank digital currencies are the future of money. This is the way. 31. Exciting Developments in Blockchain Technology That You Should Be Aware Of Let's look at some exciting developments in the blockchain industry this year. 32. The Crypto Reformer: Meet Hacker Noon's Contributor Chitose Nakamoto Chitose Nakamoto speaks about the Digital Universal Drachma, writing, philosophy, and society. 33. King Dollar Will Be Crowned The King of Crypto-Fiat While the bitcoin community seems fully absorbed by the daily ups and ATHs  of bitcoin, it seems that most people have missed what might well be the biggest and most impactful news of the year 2021 for the crypto sector. 34. Maduro's Venezuela Starting the CBDC Race On The Back Of Oil-Backed Petro Venezuela’s Petro, also known as Petromoneda, is an allegedly oil-backed CBDC introduced in 2018. 35. Italy's Covid19 Stimulus: Tokenization of Tax Credits And The New Digital Lira The day that the Italian borders were reopened after the lockdown — on June 3rd — I drove across the Brenner Pass with an overwhelming joy. I could finally rejoin my family and my old friends. 36. CBDCs: Innovation For Better Monetary Policies Over the last decade, the monetary policies of Central Banks haven't helped much the global economy and all have failed to meet their targets. Since the global financial crisis of 2008, Central Banks like the ECB have neither succeed to meet their inflation targets nor to restore the economic activity. Central Banks have also failed to innovate and adopt new technologies and systems that may solve many issues. However, the last few months this has changed as they have started to examine the new technologies like DLT or blockchain. 37. How’s the Great CBDC Experiment Going? In March 2022, Joe Biden officially asked the Federal Reserve (FED) to urgently begin developing plans for a U.S. Central Bank Digital Currency (CBDC), or a so-called ‘digital dollar’. The US government is now starting to recognize the latent possibilities of the burgeoning digital asset market and hopes to use this technology to create a CBDC that will  “preserve the dominant role of the U.S. dollar.” But what is a CBDC? How does it relate to cryptocurrency, and what are the latest developments in the great CBDC experiment? 38. The Digital Yuan is China's Biggest Pushback Against Global AML Initiatives The digital yuan's impact on the world is undisputed; however, will its potential to act as a money laundering system for the PRC override its true benefits? 39. Thailand's Digital Baht Likely To Be Become One of Asia's First CBDCs There is a very real possibility of the Bank of Thailand being among the first Asia-based banks to unveil a retail CBDC for use by its population and beyond. 40. How CBDC Will Replace Cash: Experiment To Programmable Money The current outbreak of coronavirus disease has significantly accelerated the development of central banks digital currencies (CBDC). It is easy to check with the growing number of projects and the recent first official launch of digital currency in the Bahamas. Moreover, Deutsche Bank analysts say that in the long term, CBDC can replace cash. 41. Central Bank Digital Currencies and A Bretton Woods Moment On October 15, Kristalina Georgieva, Managing Director of the IMF, came with an announcement talking about A New Bretton Woods Moment. 42. How the Taliban Will Increase Threat Actor Usage of Cryptocurrencies and CBDCs The Taliban’s return to power presents a distinct use case for cryptocurrencies and central bank digital currencies (CBDCs) alike. 43. Harnessing Unused Cloud Computing Power in Data Centres Worldwide to Power Decentralized Systems Stanley Wu is the Co-founder and CTO of Ankr and a longtime engineer (formerly at AWS) and a computing student. 44. "New Users Only See The Casino Aspect & Deny DeFi's Real Innovations" - Darren Mayberry of dappOS dappOS aims to unite the many chains into a single experience for the Web3 novice to access decentralized applications. 45. Mr. Ray Dalio - "You're Wrong. Again." Bitcoin Will Never Get Banned. Here's Why Invariably, as bitcoin spikes and defies gravity, either up or down, the attention of institutional investors, central bankers and prominent financiers is suddenly awaken. 46. CBDCs Could Bring Economic Growth to Israel and Palestine CBDCs may be able to help bring stability to the Israeli-Palestinian conflict by acting as a mutually-trusted system for all groups to transact with each other. 47. Pure Evil The Central Bank Digital Currencies (CBDC) may be pure evil, but from whose perspective? What is evil to some is pure goodness to others. 48. Crypto Regulation in the U.S. and Europe: Everything That's Happening Looking back at the events that unfolded in 2022, it was quite obvious that regulators would take a serious stance on crypto activities sooner rather than later 49. Bitcoin Shall Bring Back The Lost Art of Commercial Banking How emerging economies can lead the crypto revolution in commercial banking and enjoy an economic renaissance based on sound money 50. Why “Digital Fiat Currencies” Need to be Based on Data Value This article is in response to the announcement that the US is considering creating its own digital fiat currency, or "CBDC" (Central Bank Digital Currency), to improve “financial governance”. 51. "CBDCs Appear Positive And Doubtful At The Same Time" - Sean Noga This article talks about CBDCs, DeFi and blockchain. The article discusses the digital yuan and why it won't change the world order. 52. Bitcoin and CBDC - Using the Trend Bitcoin and Central Bank Digital Currencies - CBDC. What is the future of the dollar and money we know? Can Bitcoin change the way we think of the money? 53. How China and El Salvador's Stances on Digital Currencies Highlight Potentially Increasing Relations China and El Salvador's seemingly contrasting stances on digital currencies actually align both authoritarian regimes on many levels. 54. The Importance of Using Technology in the CBD Industry For thousands of years, CBD has been a powerful plant that has been used for the wellness of human health. 55. A U.S. CBDC: A Mandate for Digital Property CBDC is a digital liability of a central bank that is widely available to the general public, and analogous to a digital form of paper money. 56. A Primer on Central Bank Digital Currency – What’s going on? The Money Tree, which should be familiar to researchers of CBDCs, is a good tool for differentiating cryptocurrencies, traditional bank deposits and CBDCs 57. The Fascinating Science of the Dollar To evaluate a potential central bank digital currency, the Board of Governors of the Federal Reserve System published a document in January 2022 titled Money and Payments: The U.S. Dollar in the Age of Digital Transformation. The paper purports to summarize the current state of domestic payments systems, and further discuss the different types of digital payment methods and assets that have emerged in recent years, including stablecoins and other cryptocurrencies. The authors have requested feedback via an online form that poses more than twenty-two questions due by May 20th, 2022. Since meaningful responses require more than the five-thousand characters allowed by the twenty field response form - and some sections actually contain more than one question, we are publishing thoughts and observations on it here instead, while further addressing some of the shortfalls in the framing and positioning of the paper, and consequent request for comment. 58. Why Nigeria’s “Speed Wallet” Concept is Crucial for CBDC Implementation Projects The utilization of the "speed wallet" concept offers a temporary solution on the path to true CBDC implementation that central banks must examine closely. 59. The FinTech Renaissance for 2023: The Complete Capability Mapping & Trend Analysis We continue to witness  innovation in the FinTech sector — it seems that 2023 will equalize win-win opportunities for both consumers and financial institutions. Thank you for checking out the 59 most read stories about Cbdc on HackerNoon. to find the most read stories about any technology. Visit the /Learn Repo

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