Depesh Mandalia Head of Performance Marketing

From crawl to run - how we grew up, fast

● Our story

● Facebook ads

● Managing growth

● 7 key takeaways

TECH + STORYTELLING + PERSONALISATION=

MAGIC

https://www.youtube.com/watch?v=-yXYw5QdtfA

http://making.lostmy.name/data

November 2012

An idea… “we can create a better personalised book than this...”

April 2013

Public beta launched

December 2013

Founders quit their day jobs to run Lost My Name

23k book sold

Apr 2014

£500k early seed investment at £2.5M valuation

May 2014

500% ROI through Facebook ads

the “wow” and “aha” moment

July 2014

Dragons slayed: 4% for £100k and Piers Linney nabbed

October 2014

Going global:

Launch of EN-US, FR, ES and DE languages

November 2014

Mega growth: Xmas

Big FB spend and 4X return

December 2014

325k books sold

10X growth

February 2015

Mega growth 2: US, DE, FR, ES sales liftoff

May 2015

BIG decline. #fail

Burned by Facebook changes and pushing limits

June 2015

$9M Series A raise

Google Ventures and others join the party

July 2015

More global, bigger ambitions, recruitment push

September 2015

Growth is back on track

November 2015 (today)

Mega growth 3: Xmas kicks-in

Facebook adsFacebook ads

http://making.lostmy.name/data

Spend v Revenue

Spend v Revenue

Facebook ads zen

• Obsess over your target audience

• Trust in Facebook’s creepy user intelligence

• The algorithm wins

• Get creative

• Test, immensely, deeply.

Think: Growth

Stay tangle free

Hypothesis

Prioritisation

Test

Outcomes

7 Growth Takeaways

7 Growth Takeaways

1. Fail fast, fail often

7 Growth Takeaways

2. Controlled risks/losses

7 Growth Takeaways

3. MVP everything, move fast

7 Growth Takeaways

4. Don’t assume you know your audience

7 Growth Takeaways

5. Process and document everything

7 Growth Takeaways

6. Resource ahead

7 Growth Takeaways

7. Stretch but don’t snap

Tweet @depeshm

15% discount: www.lostmy.

name/friends/depesh-mandalia

Join the team