Deary Revenue Streams
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ABCDEFGHIJKLMNOPQUYZAAABACADAEAFAGAHAIAJAKALAMANAOAPAQARASATAUAYBCBGBH
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Sales Month
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APPsPlattformMAU (#)101112Q4123Q1456Q2Q3Q4Year 1 Total131415Q1161718Q2192021Q3222324Q4Year 2 Total131415Q1Q2Q3Q4Year 3 Total
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Total Number of MAUs30601002004001,0001,8002,8004,00040,00060,00080,000110,000145,000190,000240,000300,000360,000430,000510,000590,000700,000810,000930,000
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App1: Free App with in-app purchases and advertising
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Advertising all different SDK to be installedAdMob
Vungal
Charboost
Mopub
Price------------$1.00$1.00$1.00$1.00$1.00$1.00$1.00$1.00$1.00$1.00$1.00$1.00$1.00$1.00$1.00$1.00$1.00$1.00$1.00$1.00$1.00$1.00$1.00$1.00$1.00
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Volume (MAUs)
30601001901803609001,4401,6202,5203,6007,74020,25055,80036,00054,00072,000162,00099,000130,500171,000400,500216,000270,000324,000810,000387,000459,000531,0001,377,000630,000729,000837,0002,196,0003,492,0005,760,0009,765,000
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Sales$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00$20,250.00$55,800.00$76,050.00$36,000.00$54,000.00$72,000.00$162,000.00$99,000.00$130,500.00$171,000.00$400,500.00$216,000.00$270,000.00$324,000.00$810,000.00$387,000.00$459,000.00$531,000.00$1,377,000.00$2,749,500.00$630,000.00$729,000.00$837,000.00$2,196,000.00$3,492,000.00$5,760,000.00$9,765,000.00$21,213,000.00
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Physical purchases "Album" tbdtbdPrice$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00$20.00
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Volume000030601802702403003609001,8005,4003,6006,0006,00015,6009,00010,50013,50033,00015,00018,00018,00051,00021,00024,00024,00069,00033,00033,00036,000102,000171,000315,000495,000
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Sales$0.00$0.00$0.00$0.00$600.00$1,200.00$3,600.00$5,400.00$4,800.00$6,000.00$7,200.00$18,000.00$36,000.00$108,000.00$167,400.00$72,000.00$120,000.00$120,000.00$312,000.00$180,000.00$210,000.00$270,000.00$660,000.00$300,000.00$360,000.00$360,000.00$1,020,000.00$420,000.00$480,000.00$480,000.00$1,380,000.00$3,372,000.00$660,000.00$660,000.00$720,000.00$2,040,000.00$3,420,000.00$6,300,000.00$9,900,000.00$21,660,000.00
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in-App purchase "filters, emojis" etc premium contenttbdtbdPrice------------$5.00$5.00$5.00$5.00$5.00$5.00$5.00$5.00$5.00$5.00$5.00$5.00$5.00$5.00$5.00$5.00$5.00$5.00$5.00$5.00$5.00$5.00$5.00$5.00$5.00
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Volume1236511274349761082326081,6741,0801,6202,1604,8602,9703,9155,13012,0156,4808,1009,72024,30011,61013,77015,93041,31018,90021,87025,11065,880104,760172,800292,950
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Sales$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00$3,037.50$8,370.00$11,407.50$5,400.00$8,100.00$10,800.00$24,300.00$14,850.00$19,575.00$25,650.00$60,075.00$32,400.00$40,500.00$48,600.00$121,500.00$58,050.00$68,850.00$79,650.00$206,550.00$412,425.00$94,500.00$109,350.00$125,550.00$329,400.00$523,800.00$864,000.00$1,464,750.00$3,181,950.00
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Sub-Total App Version 1: Hybrid Revenue Model
$0.00$0.00$0.00$0.00$600.00$1,200.00$3,600.00$5,400.00$4,800.00$6,000.00$7,200.00$18,000.00$59,287.50$172,170.00$254,857.50$113,400.00$182,100.00$202,800.00$498,300.00$293,850.00$360,075.00$466,650.00$1,120,575.00$548,400.00$670,500.00$732,600.00$1,951,500.00$865,050.00$1,007,850.00$1,090,650.00$2,963,550.00$6,533,925.00$1,384,500.00$1,498,350.00$1,682,550.00$4,565,400.00$7,435,800.00$12,924,000.00$21,129,750.00$46,054,950.00
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App 2: Preemium without ads
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Paid download (no ads, premium content)tbdtbdPrice$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99$4.99
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Volume000020401001601802804008602,2506,200204,0006,0008,00018,00011,00014,50019,00044,50024,00030,00036,00090,00043,00051,00059,000153,0002070,00081,00093,000244,000388,000640,0001,085,00020
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Sales$0.00$0.00$0.00$0.00$99.80$199.60$499.00$798.40$898.20$1,397.20$1,996.00$4,291.40$11,227.50$30,938.00$9,470.00$19,960.00$29,940.00$39,920.00$89,820.00$54,890.00$72,355.00$94,810.00$222,055.00$119,760.00$149,700.00$179,640.00$449,100.00$214,570.00$254,490.00$294,410.00$763,470.00$305,500.00$349,300.00$404,190.00$464,070.00$1,217,560.00$1,936,120.00$3,193,600.00$5,414,150.00$2,357,000.00
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Premium app total$0.00$0.00$0.00$0.00$99.80$199.60$499.00$798.40$898.20$1,397.20$1,996.00$4,291.40$11,227.50$30,938.00$9,470.00$19,960.00$29,940.00$39,920.00$89,820.00$54,890.00$72,355.00$94,810.00$222,055.00$119,760.00$149,700.00$179,640.00$449,100.00$214,570.00$254,490.00$294,410.00$763,470.00$305,500.00$349,300.00$404,190.00$464,070.00$1,217,560.00$1,936,120.00$3,193,600.00$5,414,150.00$2,357,000.00
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Total Overall sales$0.00$0.00$0.00$0.00$699.80$1,399.60$4,099.00$6,198.40$5,698.20$7,397.20$9,196.00$22,291.40$70,515.00$203,108.00$264,327.50$133,360.00$212,040.00$242,720.00$588,120.00$348,740.00$432,430.00$561,460.00$1,342,630.00$668,160.00$820,200.00$912,240.00$2,400,600.00$1,079,620.00$1,262,340.00$1,385,060.00$3,727,020.00$6,839,425.00$1,733,800.00$1,902,540.00$2,146,620.00$5,782,960.00$9,371,920.00$16,117,600.00$26,543,900.00$48,411,950.00
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(assumption 70% iOS and 30% GP users)
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Marketing MAU and Installs
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Icrement of MAUs3030401001002006009008001,0001,2003,0006,00018,00027,90012,00020,00020,00052,00030,00035,00045,000110,00050,00060,00060,000170,00070,00080,00080,000230,000562,000110,000110,000120,000340,000570,0001,050,0001,650,0003,610,000
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Install Base (assumed 30% of Install base use the app)1001001333333336672,0003,0002,6673,3334,00010,00020,00060,00093,00040,00066,66766,667173,333100,000116,667150,000366,667166,667200,000200,000566,667233,333266,667266,667766,6671,873,333366,667366,667400,0001,133,3331,900,0003,500,0005,500,00012,033,333
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App New Downloads (10% never open the app)1101101473673677332,2003,3002,9333,6674,40011,00022,00066,000102,30044,00073,33373,333190,667110,000128,333165,000403,333183,333220,000220,000623,333256,667293,333293,333843,3332,060,667403,333403,333440,0001,246,6672,090,0003,850,0006,050,00013,236,667
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New Month App Downloads1100
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#App Pre-Installs (only if we sign a partnership)000000000000000000000000000000000000000
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#App Installs through Promotion
0000000000000000000000000000000
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Organic: word of mouth (blog, top charts, store search kw)
3636481211212427261,0899681,2101,4523,6307,26021,78033,75914,52024,20024,20062,92036,30042,35054,450133,10060,50072,60072,600205,70084,70096,80096,800278,300680,020133,100133,100145,200411,400689,7001,270,5001,996,5004,368,100
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Organic: featuring0000000000000000000000000000000000000000
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Paid: Twitter ($2.5/Install)1212164141822463693284094911,2282,4577,37011,4244,9138,1898,18921,29112,28314,33118,42545,03920,47224,56724,56769,60628,66132,75632,75694,172230,10845,03945,03949,133139,211233,383429,917675,5831,478,094
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Paid: AdMob ($2/Install)1212164141822463693284094911,2282,4577,37011,4244,9138,1898,18921,29112,28314,33118,42545,03920,47224,56724,56769,60628,66132,75632,75694,172230,10845,03945,03949,133139,211233,383429,917675,5831,478,094
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Paid: Facebook ($1.8/Install)
1212164141822463693284094911,2282,4577,37011,4244,9138,1898,18921,29112,28314,33118,42545,03920,47224,56724,56769,60628,66132,75632,75694,172230,10845,03945,03949,133139,211233,383429,917675,5831,478,094
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Paid: Instagram ($2.23/Install)
1212164141822463693284094911,2282,4577,37011,4244,9138,1898,18921,29112,28314,33118,42545,03920,47224,56724,56769,60628,66132,75632,75694,172230,10845,03945,03949,133139,211233,383429,917675,5831,478,094
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Paid: Other (Vungle, Chartboost, InMobi, AppLovin, AppNext etc) ($1/Install)
1212164141822463693284094911,2282,4577,37011,4244,9138,1898,18921,29112,28314,33118,42545,03920,47224,56724,56769,60628,66132,75632,75694,172230,10845,03945,03949,133139,211233,383429,917675,5831,478,094
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Paid: Apple Search Ads ($1.5/Install)
1212164141822463693284094911,2282,4577,37011,4244,9138,1898,18921,29112,28314,33118,42545,03920,47224,56724,56769,60628,66132,75632,75694,172230,10845,03945,03949,133139,211233,383429,917675,5831,478,094
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Marketing Costs : Goal to reach number of installs (row 47)
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Paid: Twitter ($2.5/Install)$30.71$30.71$40.94 $ 102.36 $102.36$204.72$614.17 $ 921.25 $818.89$1,023.61$1,228.33 $ 3,070.83 $ 6,141.67 $ 18,425.00 $ 28,558.75 $12,283.33$20,472.22$20,472.22 $ 53,227.78 $30,708.33$35,826.39$46,062.50 $ 112,597.22 $51,180.56$61,416.67$61,416.67 $ 174,013.89 $71,652.78$81,888.89$81,888.89 $ 235,430.56 $ 575,269.44 $112,597.22$112,597.22$122,833.33 $ 348,027.78 $ 583,458.33 $ 1,074,791.67 $ 1,688,958.33 $ 3,695,236.11
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Paid: AdMob ($2/Install)$24.57$24.57$32.76 $ 81.89 $81.89$163.78$491.33 $ 737.00 $655.11$818.89$982.67 $ 2,456.67 $ 4,913.33 $ 14,740.00 $ 22,847.00 $9,826.67$16,377.78$16,377.78 $ 42,582.22 $24,566.67$28,661.11$36,850.00 $ 90,077.78 $40,944.44$49,133.33$49,133.33 $ 139,211.11 $57,322.22$65,511.11$65,511.11 $ 188,344.44 $ 460,215.56 $90,077.78$90,077.78$98,266.67 $ 278,422.22 $ 466,766.67 $ 859,833.33 $ 1,351,166.67 $ 2,956,188.89
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Paid: Facebook ($1.8/Install)
$22.11$22.11$29.48 $ 73.70 $73.70$147.40$442.20 $ 663.30 $589.60$737.00$884.40 $ 2,211.00 $ 4,422.00 $ 13,266.00 $ 20,562.30 $8,844.00$14,740.00$14,740.00 $ 38,324.00 $22,110.00$25,795.00$33,165.00 $ 81,070.00 $36,850.00$44,220.00$44,220.00 $ 125,290.00 $51,590.00$58,960.00$58,960.00 $ 169,510.00 $ 414,194.00 $81,070.00$81,070.00$88,440.00 $ 250,580.00 $ 420,090.00 $ 773,850.00 $ 1,216,050.00 $ 2,660,570.00
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Paid: Instagram ($2.23/Install)
$27.39$27.39$36.52 $ 91.31 $91.31$182.61$547.84 $ 821.76 $730.45$913.06$1,095.67 $ 2,739.18 $ 5,478.37 $ 16,435.10 $ 25,474.41 $10,956.73$18,261.22$18,261.22 $ 47,479.18 $27,391.83$31,957.14$41,087.75 $ 100,436.72 $45,653.06$54,783.67$54,783.67 $ 155,220.39 $63,914.28$73,044.89$73,044.89 $ 210,004.06 $ 513,140.34 $100,436.72$100,436.72$109,567.33 $ 310,440.78 $ 520,444.83 $ 958,714.17 $ 1,506,550.83 $ 3,296,150.61
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Paid: Other (Vungle, Chartboost, InMobi, AppLovin, AppNext etc) ($1/Install)
$12.28$12.28$16.38 $ 40.94 $40.94$81.89$245.67 $ 368.50 $327.56$409.44$491.33 $ 1,228.33 $ 2,456.67 $ 7,370.00 $ 11,423.50 $4,913.33$8,188.89$8,188.89 $ 21,291.11 $12,283.33$14,330.56$18,425.00 $ 45,038.89 $20,472.22$24,566.67$24,566.67 $ 69,605.56 $28,661.11$32,755.56$32,755.56 $ 94,172.22 $ 230,107.78 $45,038.89$45,038.89$49,133.33 $ 139,211.11 $ 233,383.33 $ 429,916.67 $ 675,583.33 $ 1,478,094.44
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Paid: Apple Search Ads ($1.5/Install)
$18.43$18.43$24.57 $ 61.42 $61.42$122.83$368.50 $ 552.75 $491.33$614.17$737.00 $ 1,842.50 $ 3,685.00 $ 11,055.00 $ 17,135.25 $7,370.00$12,283.33$12,283.33 $ 31,936.67 $18,425.00$21,495.83$27,637.50 $ 67,558.33 $30,708.33$36,850.00$36,850.00 $ 104,408.33 $42,991.67$49,133.33$49,133.33 $ 141,258.33 $ 345,161.67 $67,558.33$67,558.33$73,700.00 $ 208,816.67 $ 350,075.00 $ 644,875.00 $ 1,013,375.00 $ 2,217,141.67
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Total$135.49$135.49$180.65 $ 451.62 $451.62$903.23$2,709.70 $ 4,064.56 $3,612.94$4,516.17$5,419.41 $ 13,548.52 $ 27,097.03 $ 81,291.10 $ 126,001.21 $54,194.07$90,323.44$90,323.44 $ 234,840.96 $135,485.17$158,066.03$203,227.75 $ 496,778.94 $225,808.61$270,970.33$270,970.33 $ 767,749.28 $316,132.06$361,293.78$361,293.78 $ 1,038,719.61 $ 2,538,088.79 $496,778.94$496,778.94$541,940.67 $ 1,535,498.56 $ 2,574,218.17 $ 4,741,980.83 $ 7,451,684.17 $ 16,303,381.72
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for reference:
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http://www.businessofapps.com/guide/cost-per-install/
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http://www.businessofapps.com/guide/mobile-app-advertising-cpm-rates/
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http://www.yelp-ir.com/static-files/1e5a19b1-4cca-4da9-ba71-7aebe57c6cca
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per visitor paid
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per visitor$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23$1.23
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Source: eMarketer Aug 2017
Benchmark marketing costs
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Cost per install
$4.00$4.00
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Cost per registration
$8$8
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Cost per booking/reservation
$29$29
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Cost per purchase
$53$53
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Cost per in-app purchase
$75$75
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Cost per subscription
$148$148
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