Экономика продукта

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  • - - ,

  • 2015 2013 , Rentmania.org2012 2014 CEO, Crossss1998 2012 () 10 , , ,

  • 90%

  • -

  • User Acquisition ARPU Gross profit CPA

  • -CPA C1 ARPPU

    1

    1-

    User Acquisition x (-CPA + ARPU) = Gross profit

  • -CPA C1 ARPPU

    1

    1-

    User Acquisition x (-CPA + ARPU) = Gross profitUser Acquisition x (-CPA + 1 x ARPPU) = Gross profit

  • 1. User Acquisition

    2. C1

    ARPU

    ARPPU

    4.3. CPA

  • 1399 599 + 300 () 300 200

    , 1 2

  • 650 ,

    12 (50 ) 850 .. 300 300 email 10 000

    650 ,

    3 (200 ) 3 850 .. +400 +1000 email 15 000

    +$150 000

  • , ? ?

  • :

  • C1 = (Buyers / UA) x 100

    ARPPU = (Av.Price COGS) x APC 1s COGS

    ARPU = ARPPU x C1

    COGS - 1sCOGS - APC -

  • 620 000 3600 0,58% , Google Analytics

  • 620 000 3600 0,58% , Google Analytics

    634 500 3680

  • 620 000 3600 0,58% , Google Analytics

    634 500 3680 0,58%

  • 20 000

    600 000

    600

    3000

    3,00%

    0,50%

    620 000 3600 0,58% , Google Analytics

    634 500 3680 0,58%

  • 20 000

    600 000

    600

    3000

    3,00%

    0,50%

    620 000 3600 0,58% , Google Analytics

    14 500

    620 000

    580

    3100

    634 500 3680 0,58%

  • 20 000

    600 000

    600

    3000

    3,00%

    0,50%

    620 000 3600 0,58% , Google Analytics

    14 500

    620 000

    580

    3100

    4,00%

    0,50%

    634 500 3680 0,58%

    1 ..

  • 1,57% 118 124 Direct, Google Search, Yandex Search 1,4

  • ,

  • 1973 ,

    WTC, ?

  • User Acquisition

    , ,

    ,

    CPA , , ,

    1, buyers

    , ,

    ARPPU, APC ,

  • 0

    100

    200

    300

    400

    500

    600

    700

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    start prototype first client beta release first revenue InSales plugin

    Ukraine office

    OpenTao plugin

  • , Av. Price 50 CPA 2

  • 2 , 5 3 + 2

    1

    2

    1 2 3

  • 1

  • 1

    10APC 2,50 25

  • 1 2

    10APC 2,50 25

  • 1 2

    10APC 2,50 25

    12APC 2,58 31

  • 1 2 3

    10APC 2,50 25

    12APC 2,58 31

  • 1 2 3

    10APC 2,50 25

    12APC 2,58 31

    18APC 2,88 52

  • ?

  • UA C1 Buyers Av. Price APC ARPPU ARPU CPA Profit

    909 1,10% 10 50 2,50 2,0

    ARPU - CPA

    1

  • UA C1 Buyers Av. Price APC ARPPU ARPU CPA Profit

    909 1,10% 10 50 2,50 125 1,38 2,0 -568

    ARPU - CPA

    -0,63 1

  • UA C1 Buyers Av. Price APC ARPPU ARPU CPA Profit

    909 1,10% 10 50 2,50 125 1,38 2,0 -568

    ARPU - CPA

    -0,63 1

    1000 1,12% 12 50 2,58 129 1,55 1,9 -352 -0,35 2

    1593 1,13% 18 50 2,88 144 1,62 1,8 -275 -0,173

  • UA C1 Buyers Av. Price APC ARPPU ARPU CPA Profit

    909 1,10% 10 50 2,50 125 1,38 2,0 -568

    ARPU - CPA

    -0,63 1

    1000 1,12% 12 50 2,58 129 1,55 1,9 -352 -0,35 2

    - !

    1593 1,13% 18 50 2,88 144 1,62 1,8 -275 -0,173

  • UA C1 Buyers Av. Price APC ARPPU ARPU CPA Profit

    909 1,10% 10 50 2,50 125 1,38 2,0 -568

    ARPU - CPA

    -0,63 1

    1000 1,12% 12 50 2,58 129 1,55 1,9 -352 -0,35 2

    909 1,10% 10 50 3,00 150 1,65 2,0 -318 -0,35

    1593 1,13% 18 50 2,88 144 1,62 1,8 -275 -0,173

  • UA C1 Buyers Av. Price APC ARPPU ARPU CPA Profit

    909 1,10% 10 50 2,50 125 1,38 2,0 -568

    ARPU - CPA

    -0,63 1

    1000 1,12% 12 50 2,58 129 1,55 1,9 -352 -0,35 2

    909 1,10% 10 50 3,00 150 1,65 2,0 -318 -0,35

    909 1,10% 10 50 4,00 200 2,20 2,0 182 +0,20

    1593 1,13% 18 50 2,88 144 1,62 1,8 -275 -0,173

  • UA C1 Buyers Av. Price APC ARPPU ARPU CPA Profit

    909 1,10% 10 50 2,50 125 1,38 2,0 -568

    ARPU - CPA

    -0,63 1

    1000 1,12% 12 50 2,58 129 1,55 1,9 -352 -0,35 2

    909 1,10% 10 50 3,00 150 1,65 2,0 -318 -0,35

    909 1,10% 10 50 4,00 200 2,20 2,0 182 +0,20

    1000 1,12% 12 50 10,00 500 6,00 1,9 4100 +4,10

    1593 1,13% 18 50 2,88 144 1,62 1,8 -275 -0,173

  • UA C1 Buyers Av. Price APC ARPPU ARPU CPA Profit

    909 1,10% 10 50 2,50 125 1,38 2,0 -568

    ARPU - CPA

    -0,63 1

    1000 1,12% 12 50 2,58 129 1,55 1,9 -352 -0,35 2

    909 1,10% 10 50 3,00 150 1,65 2,0 -318 -0,35

    909 1,10% 10 50 4,00 200 2,20 2,0 182 +0,20

    1000 1,12% 12 50 10,00 500 6,00 1,9 4100 +4,10

    1593 1,13% 18 50 750 9,75 1,8 12 664 +7,95 15,00

    1593 1,13% 18 50 2,88 144 1,62 1,8 -275 -0,173

  • User Acquisition 10 000C1 2%Byers 200

    Av. Price ?ARPU ?CPA 10

  • User Acquisition 40C1 10%Byers 4

    70%

    Av. Price ?ARPU ?CPA 3000

  • UA C1 Buyers Av. Price APC ARPPU ARPU CPA Profit

    10 000 2,00% 200 20 1,00 20 0,40 10

    ARPU - CPA

    40 10,00% 4 10,00 3000

    COGS

  • UA C1 Buyers Av. Price APC ARPPU ARPU CPA Profit

    10 000 2,00% 200 20 1,00 20 0,40 10

    ARPU - CPA

    40 10,00% 4 10,00 3000

    COGS

    , Av. Price = (Av. Price x Buyers) x / Buyers - ;)

  • UA C1 Buyers Av. Price APC ARPPU ARPU CPA Profit

    10 000 2,00% 200 20 1,00 20 0,40 10

    ARPU - CPA

    40 10,00% 4 10,00 3000

    COGS

    700

    , Av. Price = (Av. Price x Buyers) x / Buyers - ;)

  • UA C1 Buyers Av. Price APC ARPPU ARPU CPA Profit

    10 000 2,00% 200 20 1,00 20 0,40 10

    ARPU - CPA

    40 10,00% 4 10,00 3000

    COGS

    700

    , , COGS = (CPA x UA) / Buyers - ;)

  • UA C1 Buyers Av. Price APC ARPPU ARPU CPA Profit

    10 000 2,00% 200 20 1,00 20 0,40 10

    ARPU - CPA

    40 10,00% 4 10,00 3000

    COGS

    700

    , , COGS = (CPA x UA) / Buyers - ;)

    25 000

  • UA C1 Buyers Av. Price APC ARPPU ARPU CPA Profit

    10 000 2,00% 200 20 1,00 20 0,40 10

    ARPU - CPA

    40 10,00% 4 10,00 3000

    COGS

    700 25 000 -243 000 -24 300 -27 300 -1 092 000

  • UA C1 Buyers Av. Price APC ARPPU ARPU CPA ProfitARPU - CPA

    COGS

    10 000 2,00% 200 20 1,00 20 0,40 10

    40 10,00% 4 10,00 3000 700 25 000 -243 000 -24 300 -27 300 -1 092 000

    ?

  • UA C1 Buyers Av. Price APC ARPPU ARPU CPA ProfitARPU - CPA

    COGS

    10 000 20% 2000 20 1,00 20 4 10

    40 10% 4 10,00 3000 7000 25 000 -180 000 -18 000 -21 000 -840 000

    10 000 2,00% 200 20 1,00 20 0,40 10

    40 10,00% 4 10,00 3000 700 25 000 -243 000 -24 300 -27 300 -1 092 000

  • UA C1 Buyers Av. Price APC ARPPU ARPU CPA ProfitARPU - CPA

    COGS

    10 000 20% 2000 20 1,00 20 4 10

    40 10% 4 10,00 3000 7000 25 000 -180 000 -18 000 -21 000 -840 000

    10 000 20% 2000 25 1,00 25 5 5

    40 10% 4 10,00 3000 8750 12 500 -37 500 -3 750 -6 750 -270 000

    10 000 2,00% 200 20 1,00 20 0,40 10

    40 10,00% 4 10,00 3000 700 25 000 -243 000 -24 300 -27 300 -1 092 000

  • UA C1 Buyers Av. Price APC ARPPU ARPU CPA ProfitARPU - CPA

    COGS

    10 000 20% 2000 20 1,00 20 4 10

    40 10% 4 10,00 3000 7000 25 000 -180 000 -18 000 -21 000 -840 000

    10 000 20% 2000 25 1,00 25 5 5

    40 10% 4 10,00 3000 8750 12 500 -37 500 -3 750 -6 750 -270 000

    10 000 20% 2000 25 2,50 25 5 5

    40 10% 4 10,00 3000 21 875 12 500 93 750 9 375 6 375 255 000

    10 000 2,00% 200 20 1,00 20 0,40 10

    40 10,00% 4 10,00 3000 700 25 000 -243 000 -24 300 -27 300 -1 092 000

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