Pollen VC Building A Digital Lending Business

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3,043 likes•100,912 views

Pollen VC builds a digital lending business to help app developers access their app store earnings early. Their tech platform connects directly to app stores to price risk in real time. This allows developers to reinvest earnings daily into user acquisition instead of waiting 60+ days for platforms to pay out. Typically, developers fail to get early credit and can't acquire more users, but Pollen VC's new model provides funding using real-time app data to validate risk. They aim to fund more opportunities for long tail developers by improving access to working capital.

BUILDING A DIGITAL LENDING BUSINESS
RITESH THADANI
1

BUILDING A DIGITAL LENDING BUSINESS
Building a Digital Lending Business
ABOUT POLLEN VC
• Global App Marketplace is a $25Bn market growing to
$142Bn within three years*
• We help app developers unlock their app store earnings
early to fuel growth and deploy venture capital
more efficiently
• New data-driven approach to lending - our tech platform
connects directly to central billing system for digital products
to price risk in real time
*Source:Vision Mobile Developer Economics Survey Feb 2014
2

BUILDING A DIGITAL LENDING BUSINESS
PROBLEM: PLATFORMS ONLY
PAY OUT REVENUE UP TO
60+ DAYS AFTER YOU’VE
EARNED IT.
LAUNCH
You’re earning money from
day 1
This is your money
trapped in the payment system
Platforms
release your
cash…
3

BUILDING A DIGITAL LENDING BUSINESS
Reinvest directly
into advertising
Acquire more users
more quickly
Draw down earnings
on a daily basis
A NEW WAY…
4

BUILDING A DIGITAL LENDING BUSINESS
TYPICAL LAUNCH SCENARIO
LAUNCH
Fail to get
credit with
ad networks
Can’t
reinvest to
acquire more
users
Get paid by
platforms
DOWNLOADS REVENUE
Revenue/Downloads
Jan 2015 Feb 2015 Mar 2015 Apr 2015 May 2015 Jun 2015 Jul 2015
5

BUILDING A DIGITAL LENDING BUSINESS
FUNDING FOR FINTECH
Building a Digital Lending Business
Amount $
Capital Markets
Banks
Family Ofﬁces
Equity Capital
Data/Model Validation
7

BUILDING A DIGITAL LENDING BUSINESS
DIGITAL
Creation and shipping of physical
goods
Invoices created at end of month
and posted/emailed. Paid
30,45,60 day terms
Advertising booked weeks in
advance - eg TV campaigns, direct
mailings
Factoring/Discounting solutions
available to shorten cycles at a
cost
App Store Marketplace - Real time
economics
Consumers purchase digital product
real-time - billed to credit cards
instantly
Advertising purchased in real time
through RTB exchanges
Lack of ﬁnancial products eg invoice
ﬁnancing
30 days is a long time. 60 days is an
eternity!
VS
OLD WORLD COMPARISON
PHYSICAL
8

BUILDING A DIGITAL LENDING BUSINESS
STRUCTURE
9

BUILDING A DIGITAL LENDING BUSINESS
GROWTH IN THE LONG TAIL
Building a Digital Lending Business
•c. 70,000 developers making more than $10k/year
across iOS and Google Play
•L-Shaped revenue curve is ﬂattening out
•More opportunities for developers in the long tail
•User acquisition becoming better understood
10

THANK YOU
ritesh@pollen.vc
@thadani
Follow us at @PollenVC

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As app marketing gets more sophisticated, there’s an increasing focus on metrics of every sort. Having a clear understanding of your unit economics is extremely important specifically customer acquisition cost (CAC) and user lifetime value (LTV) – how much a customer costs to acquire and the expected value of that customer over time from your app or game. Marketers are rightly highly focused on these metrics, but sometimes fail to see the bigger picture of what that data is telling them in terms of how to visualize growth potential.

How to Finance Your Growth A Metrics Based Approach - Martin Macmillan

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This document discusses how app developers can finance growth through a metrics-based approach using revenue recycling. It introduces Pollen VC, which unlocks the value of accrued app store earnings to fund advertising spend and fuel faster user acquisition and growth, without the need for venture capital. The document covers key metrics like LTV, CPI, and cash flow modeling to illustrate how revenue recycling can achieve the same user acquisition spend with a smaller initial budget or enable spending 4x more on paid user acquisition with the same budget. Developers are encouraged to contact Pollen VC to have their LTV and cash flows modeled.

Playcrafting - Mastering The Art Of Scaling Your Mobile Game

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Pollen VC: How To Successfully Launch Your Mobile Game

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The document provides tips on how to successfully launch a mobile game, including building a great game, testing it through alpha/beta and soft launches, launching marketing campaigns, and measuring key metrics like downloads, retention, and revenue to determine if the full launch is successful. The soft launch phase involves testing the game in select countries to work out bugs and evaluate performance before a full global launch.

Pollen VC App Promotion Summit 2014

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Martin Macmillan introduces the Pollen VC proposition at App Promotion Summit London 2014. Pollen VC gives app developers faster access to revenues they’ve already earned from the app stores. Revenue can be channelled back into user acquisition immediately, meaning that the app or game is funding its own user growth, and developers are less reliant on self-funding or venture capital to grow user numbers.

Alternative Funding for Game Developers

Pollen VC

The document discusses alternative funding options for game developers to support user acquisition during game launches. It notes that while some games go viral with no promotion, most require spending on user acquisition. Traditional options like venture capital, publishers, or credit cards have limitations. The document introduces PollenVC as an alternative that provides daily funding based on sales, allowing developers to reinvest money directly into promotion while their game is performing well in order to acquire more users and lower their customer acquisition costs.

The Funding Gap

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The document discusses the funding gap that app and game developers face when trying to acquire users through paid user acquisition (UA) campaigns. Developers need funding to reinvest in UA in order to acquire more users, but they often cannot access funding from traditional sources like venture capital, credit cards, or publishers. This funding gap means that many great apps and games are never able to reach their full potential. The document proposes that developers could use funding based on their daily app revenue to directly reinvest in UA campaigns and acquire more users in a self-funding cycle. It emphasizes the importance of testing UA strategies to understand user metrics before launching large campaigns.

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This report explores our contributions to the Feldera Continuous Analytics Platform, aimed at enhancing its real-time data processing capabilities. Our primary advancements include the integration of advanced User-Defined Functions (UDFs) and the enhancement of SQL functionality. Specifically, we introduced Rust-based UDFs for high-performance data transformations and extended SQL to support inline table queries and aggregate functions within INSERT INTO statements. These developments significantly improve Feldera’s ability to handle complex data manipulations and transformations, making it a more versatile and powerful tool for real-time analytics. Through these enhancements, Feldera is now better equipped to support sophisticated continuous data processing needs, enabling users to execute complex analytics with greater efficiency and flexibility.

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