Unlocking digital opportunity in Southeast AsiaPuja PramudyaTechnology Director @ Radya Labs Teknkologi

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Agenda

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The Experience

Start your business. Start now01Lesson Learned

Our own experience regarding digitalCreative business02

Looking forward03What can we do next

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Starting Up

2011Our First DayStarting Radya Labs

2012 Make MoneyBuild software for others

2013Build 1st Product : AppsterizeWe target public figure & musician. 5

People

End of 2015 Build 2nd Product : TaptopickNo customers yet. No revenue. No $$$ for Appsterize. 19 People

2016Focus on customer needs Add more features. Listen to customers

Now Maintain 2 Products + ProjectsStart to generate cash. Good stuffs. 25 People

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Let’s talk about SEA Digital Landscape

Southeast Asia

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Indonesia TodayAn infographic

83 Millions250 MillionTotal Population Internet Users

69 MillionsFacebooks users

281 MillionsActive mobile subscription

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Mobile is HugeTake A Close Look

281, 963, 665Active Mobile Broadbans Subcriptions

32%Mobile Broadbands Subscription of Total population

52 MillionsActive Social Media Users using Mobile Device

21%Penetration of Mobile Social

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Visi Indonesia Wujudkan Ekonomi Digital Indonesia Terbesar di ASEAN

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How ?

The ChallengeTake Great Steps

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01 02 03 04

Solve Problem Build Product

The “A” Team Business Model

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Solve Problem

• People are lazy to …• People can not …

Solve Problem

• Start from your self• Cut one step

People problem

• Go to cinema

• Buy Ticket• Watch

#1 Watch in cinema• Subscribe• Watch

• How to increase sales …• How to reduce expense …

Business problem…

• With automatic customer service, a company, reduce 40 customer service people into just 10

#2 Customer Service

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Please solve real problem, not make

new one

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“A” team

The theory

• Commitment• Commitment• Commitment

The most important thing

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Build Product

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Minimum Viable ProductThe version of the new product which allows a team to collect the maximum amount of validated learning about customers with the least effort

MVP : Minimum viable product

MVP : Minimum viable product

MVP : Minimum viable product

HOW ?

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How to build the MVP version of your

product ?

• Smoke testing with landing page• Paper prototype• Video demo

Techniques

• Pembelian bersama suatu jenis produk dengan harga miring (group buying)

• Cth : tiket nonton AADC akan dihargai 10.000 rupiah jika ada 200 orang yang ‘berjanji’ akan membelinya

Idea : Group buying

• Wordpress website• Listing product as a blog post• How to buy ? Email to the admin

MVP Version

• Memesan ojek tanpa perlu ke pangkalan ojek

• Cth : Dari kantor mau ke ProCode, mau naik ojek, kudu jalan ke Pinggir jalan gede

Idea : Reservasi Ojek

• Setup phone number• Be a call center• How to dispatch the rider ? Call/text

them

MVP Version

• Smoke testing with landing page• Paper prototype• Video demo• BUILD WITH SOFTWARE YOU KNOW +

MANUAL WORK

Techniques

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How to measure the MVP version of your

product ?

• Survey/Interview with customer• Analytic : Google Analytic, Mixpanel,

etc

Techniques

• Aquisitions: Users downloading your app• Activation: Users enjoying their first

‘happy’ interaction. • Retention: Users coming back to use your

app.• Revenue: Users completing an action so

your able to monetise.• Referral: Users recommending your app.

Men lie, women lie, Numbers don’t

Hailo

• A user who download app, opens it and click at least one button

• Session length of more than 10 seconds

Acquisitions

• Minimum threshold of engagement• A user who created an account• User who clicked X times within your app• User who has a session time of more than 60 seconds

Activation

• How many times a user opened up the app per month

• How many times they opened app AND requested a taxi

Retention

• Users that share Promotion codesReferral

• Spending per customerRevenue

MetricsStage Conversion Goals NotesActivation User receives

confirmed driverMeasured, but not used a measure of success

Acquisition User launches app, either taps any button/session time > 10 seconds

‘higher bar’ version of acquisition

Activation User creates an account

A user who shown interest in becoming passenger

Activation User adds credit-card details

A user who shown real interest in becoming a passanger

Activation User request a taxi Hailo still has to provide user with a driver

MetricsStage Conversion Goals NotesActivation User receives

confirmed driverHailo job’s done, it’s up to the driver

Activation User gets into a taxi As good as revenue (but not just yet)

Revenue User completed ride & pays

The holy grail moment

Metrics + Target

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Business model

• Gaming• E-commerce/marketplace• Advertising• Software-as-a-Service• Enterprise

5 business models that work

• Users pay for virtual service or good

Gaming

• Users pay for a real world good or service

E-commerce/marketplace

• Brand pay for exchange of eyeballs

Advertising

• Users pay for cloud-based software

Software as a Service

• Companies pay for larger-scale software

Enterprise

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Looking Forward

VR + ARVirtual Reality & Augmented Reality

Artificial IntelligenceData science, machine learning

Big DataVelocity, Volume, Variety

IoTInternet of things

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It’s hard, really.

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Think again

Everybody has a plan until..

• It’s a small club ~ 43 companies• It takes 7 years• Experience matters ~ 34 years old• CEO stay for the long haul• Education

Remember …

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Contact usEmail me : puja@radyalabs.comwww.radyalabs.com

Unlocking digital opportunity in Southeast AsiaPuja PramudyaTechnology Director @ Radya Labs Teknkologi