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Phil Woodward – [email protected] – @WoodyPNR
Phil Woodward
Founder & CEO, HipSnip
@WoodyPNR
shopping questions, answered
Phil Woodward – [email protected] – @WoodyPNR
My Background and HipSnip
How HipSnip got to where it is in web and mobile
The relationship between web and mobile
What’s the difference? Mobile web versus mobile app.
Is mobile-first right for you?
Key considerations and challenges.
Getting your app (/business) funded
My experience and the consumer app challenge...
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Phil Woodward – [email protected] – @WoodyPNR
Background & experience
Phil Woodward
Founder, CEO
HipSnip
• 5 years strategy consultant
• Co-founded HipSnip in 2010
• Start-up Leadership Program
• Springboard London 2012
• Two angel rounds for HipSnip
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Phil Woodward – [email protected] – @WoodyPNR
Mobile app Web app
Ask a question, get advice. On the web, or a mobile device.
My business: HipSnip
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Phil Woodward – [email protected] – @WoodyPNR
...can take time
Designing the proposition
Late 2010 / early 2011 – lots of pivots all mobile focused:
1. product registration app, 2. mobile marketing tool, 3. mobile
shopping notepad, 4. social shopping advice app
June 2011 – won Ericsson Application Awards
mobile shopping app to get advice on what to buy from experts
1st July 2011 – closed funding
redesigned HipSnip as desktop web and mobile app
April 2012 – Springboard 2012. Focus on B2B2C
August 2012 – closed 2nd seed round
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Phil Woodward – [email protected] – @WoodyPNR
My Background and HipSnip
How HipSnip got to where it is in web and mobile
The relationship between web and mobile
What’s the difference? Mobile web versus mobile app.
Is mobile-first right for you?
Key considerations and challenges.
Getting your app (/business) funded
My experience and the consumer app challenge...
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Phil Woodward – [email protected] – @WoodyPNR
...from a technical viewpoint ...with many different screen sizes
There is only one Web...
Small Big
• Phones
• Tablets (7” and 10”)
• Laptops / desktops
• TV
A question over User Interface – different ways of displaying
information and site interactions
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Phil Woodward – [email protected] – @WoodyPNR
Relationship centred on occasion, functionality and content
creation
Where & how is different
Where / when
is it used?
How is it used
for?
What are they
creating (or
doing)?
Mobility drives more
occasions for use
Use sensors &
capabilities
Increased browsing
convenience
Different device types
optimal for different
types of content
creation
anywhere
most
fast &
simple
work/home
least
longer &
complex
Mobile Tablet Desktop
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home, couch
research purchase
Phil Woodward – [email protected] – @WoodyPNR
Six differences to factor into your development process
Native or Web? Differences:
Issue Native app Mobile web
Distribution App store No app store...
Monetisation App store
Ad platforms
No app store...
Ad platforms, other
User interface Native feel... Can be similar to
native (not WP7...)
Capabilities Access all the
phone’s features
Limited access (for
now)
Development Own dev process,
SDK and language
Web: HTML5, CSS3
etc
Versioning Requires upgrade All users on same v.
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Phil Woodward – [email protected] – @WoodyPNR
A number of key commercial questions to ask yourself in choosing
mobile web vs. native app
Native or Web? Questions:
• What distribution channels are you using?
• What monetisation options are there?
• Do you require full device feature access?
• What range of mobile devices do you need to target?
• How important is native performance to the app?
• What is the budget?
• What are your personal technical capabilities?
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Phil Woodward – [email protected] – @WoodyPNR
Broad marketing outreach
vs. distribution
Native mobile app
Distribution
Mobile web app
Marketing outreach
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Phil Woodward – [email protected] – @WoodyPNR
My Background and HipSnip
How HipSnip got to where it is in web and mobile
The relationship between web and mobile
What’s the difference? Mobile web versus mobile app.
Is mobile-first right for you?
Key considerations and challenges.
Getting your app (/business) funded
My experience and the consumer app challenge...
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Phil Woodward – [email protected] – @WoodyPNR
Consumer app considerations
Commercials
What will drive your KPI’s,
desktop or mobile?
e.g. Pinterest (content creation)
Is mobile distribution best for
your business?
Single channel: Apple, Android,
WP7 vs. multiple desktop options:
PPC, social, SEO, partnerships...
Is mobile monetisation easiest?
Mobile revenue below desktop:
CPM/CPC ads, affiliate etc
Proposition
What is the problem you are
solving?
i.e. Where does mobile fit?
Is your application Native to
mobile?
e.g. Instragram, Foursquare
Is your application better or
differentiated on mobile?
e.g. Fitness / Diet apps, Path
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Phil Woodward – [email protected] – @WoodyPNR
When your app is not native to mobile, 2-3 UI’s may be needed, or
a responsive design. Both are difficult!!
Multiple UI challenges
Mobile / Tablet / Desktop
(iOS / Android / WP7 etc)
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e.g. Trello
...but different native UI
Multiple UI Or responsive design
Phil Woodward – [email protected] – @WoodyPNR
Our approach at HipSnip
First design:
Mobile user interface (Android and web app)
Immediately post 1st round:
Redesigned the site using the app as a starting point for dual desktop / mobile
web application
Immediately post 2nd round:
Now doing second major UI iteration, designing desktop first, mobile second
(we’re now better at product development)
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Phil Woodward – [email protected] – @WoodyPNR
My Background and HipSnip
How HipSnip got to where it is in web and mobile
The relationship between web and mobile
What’s the difference? Mobile web versus mobile app.
Is mobile-first right for you?
Key considerations and challenges.
Getting your app (/business) funded
My experience and the consumer app challenge...
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Phil Woodward – [email protected] – @WoodyPNR
Our funding history
Seed round 1
Pre-product (Android app built, but thrown out day 1 post funding)
All about the Team
Seed round 2
Pre-revenue, but with well developed sales pipeline (the demand
from business was proven)
Team, Traction and Technology
Next round – growth...
Traction, Team, Market Potential, Technology
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Phil Woodward – [email protected] – @WoodyPNR
“Ten million users is the new one million users” – C. Dixon, Aug ‘12
The consumer app challenge
- 1000s of early stage consumer co’s funded in last 24 months
- Only a few dozen VC’s fund early stage consumer
- Facebook shares have roughly halved
- Some consumer hits hitting >10M users in record time
- Internet users have choice of thousands of apps
“If you are thinking of starting a non-transactional
consumer startup, be aware that you are entering
what is perhaps the most competitive sector in
tech in the last decade.” 17
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Phil Woodward – [email protected] – @WoodyPNR
A few insights from Tradedoubler Connect 2012
m-commerce insights
71% research on mobile (once a month)
56% purchase on mobile at least once per month
• iphone: 55% research weekly, 21% purchase weekly
• Android: 30% research weekly, 11% purchase weekly
• Blackberry: 26% research weekly, 8% purchase
• Tablets: 50% research weekly, 42% purchase
• Average order ~€100 on mobile vs ~€250 on tablet
Tablet is mainly an at home, on couch device.
50% of smartphone users found purchasing a frustrating experience
63% use mobile at home, 31% at work, despite access to other devices
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Phil Woodward – [email protected] – @WoodyPNR
Phil Woodward
@WoodyPNR
Get in touch
always happy to help
