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