Not yet another PFM app
Jul 02, 2015
Not yet another PFM app
Executive summary
CoinKeeper — most popular service to track and optimize personal and family finances in Russia and CIS.
CoinKeeper mobile apps has more users than any other competitor because of its innovative simple and visual interface that take pain out of money tracking.
For the past 3 years CoinKeeper apps for iOS and Android was in top premium and grossing apps, now they took over leadership to freemium versions of CoinKeeper.
We aim to be more than PFM service - to be the center of money awareness for millions of people all over the world.
Problem & solution
Lot’s of people start tracking their finances.
Over 90% of them drops after some time.
Because it’s too boring. 75% of expenses in cash and you need to do it manually.
CoinKeeper makes it more easy, fast and fun. And it works.
1. Drag and drop the coing
2. Enter the amount
3. Choose date
Product
Functional:
Multiple income sources, accounts and currencies;
Daily reports, income/revenue distribution, historical overview;
Subcategories and recurring transactions;
Syncronization and backup.etc
Fun:
All money - in one screen;
Highly visual and interactive;
Game-like drag & dropping the coin;
Takes few seconds to record
transaction.
iPhone
$5.99380k installs
since Oct 2011
iPad
$9.99125k installs
since Jun 2012
free + premium subscription53k installs
since Apr 2014
Android
trial + premium subscription374k installs
since Apr 2012
WinPhone 7, Win 8
out of store
free + premium subscription4k installs
since Sep 2014
Over 900k installs
Premium (no further
development)
FreemiumMore info
in next slides
7 739tu, sep 16
3 926mo, jun 9
+97% DAU in 3 months
Russian launch
Traction
New freemium iPhone app
Freemium subscription
$1.99/1mo $11.99/1y $29.99/unlimited
9%
48%43% 30%
11% 59%
# of purchases revenue
Current business model
CR to paying = 5%APP = $8.02LTV = $0.36
Lead generation (test case)
CTR (banners/popups) = 1.44%Lead completion (on partner’s side) = 3.6%Revenue per lead = $9eCPM = $4.7
Global and scalable
28%
6%6%
15%
46%RussiaBrazilMexicoUnited StatesRest of the World
курильщика
Popular & grossing
Competitors
Mobile apps Web services
Poor unpopular mobile apps, 20-century interfaces, low userbase (DAU<5k)
Spender Деньги ОК
JustMoneyMoneyWiz
Unsustainable business model, no server-side and sync, low retention
Evolution of product
Problem
1. what should I do to save more?
2. what should I do to be financially sustainable and maximise my wealth?
Solution
money tracking
money management
red ocean
blue ocean
Evolution of product
Making real payments for services
Investment advices & wealth management
services
Money transfer between user accounts and from/to other people
Discount system based on purchase patterns
“Dashboard for your money” - mobile visual tool for Gen X, Y & Z
Addressable market
$2.6B opportunity for money management
1,2B (cash economy population with smartphones)
400m (=35%, mobile banking and
financial services users)
20m (Premium services users)
$1B/y (Premium services
fees)
$1,5B/y (Wealth
management fees)
$120m/y (transaction
fees)
Estimated Growth
iPhone & Android freemium apps
Jun-Sep 14 (4 mo) Oct’14 - Sep’15 (12mo)
Oct’15 - Sep’16 (12mo)
Downloads
MAU
CR to paying
APP
LTV
Churn (30d)
eCPM
60,000 620,000 1,500,000
30,000 220,000 580,000
5.00% 6.00% 7.00%
$8.02 $18.0 $30.0
$0.36 $1.5 $3.0
58.00% 40.00% 20.00%
$4.7 $20.0 $20.0
Estimated Growth
Key financials for iPhone& Android freemium apps
Jun-Sep 14 (4 mo) Oct’14 - Sep’15 (12mo)
Oct’15 - Sep’16 (12mo)
Premium subsctiption
revenueLead
generation revenue
Transaction fee revenue
21,000 $ 440,000 $ 1,400,000 $
300 $ $125,000 $400000
- $180000 $1100000
Product & Marketing plans
October 2014 - February 2015
Acquisition & Referal Activation & Retention Revenue
- new platforms (web interface)
- viral mechanics- new product
features (debts, credits, deposits and investments)
- content marketing- paid customer
acquisition
- automatic transaction input (banking email/sms parsing)
- financial goals- gamification- notifications about
upcoming expenses
- easier manual transaction input
- personal financial consultant
- subscription fee increase after web interface launch
- lead generation platform
Team
Vasiliy MescheryakovOperations, Marketing
Euroset, i-Free
Pavel AlekseevSoftware development
Touch Instinct
Ilya TchernetskiProduct, Strategy
SmartPhone Labs, Tele2, Yota, i-Free
Egor LevkovSoftware development
Maxim IvanovSoftware development
Nika PetrovaQA
Kristina PochaivskayaDesign, Customer Support