How I prioritize customers at TheMonetizr
On everyday basis it’s quite challenging for startups to understand which customer is should be number one on my list, and which twenty one…
Of course you may say solution is budgets, deadlines and how impactful our solutions will be for one or another customer or in our case at TheMonetizr gaming studio.
So here’s how we do it at TheMonetizr…
In order to predict and filter which games will be successful, we rate each game in 6 categories. Giving each category a score from 1 up to 5. Then multiplying the result we filter out our priority customers with the highest score and potential likelihood of success from our point of view. Eventually the formula looks like this:
Size x Design x Growth factor x Adoption factor x Game development status x Integration status = Priority score
I’ve also tried multiple ways how to organize and prioritize that. There are multiple CRM tools to handle that, but sometime setting reminders, internal triggers, optimizing funnels is not enough to answer which customer should next.
We decided to stay with what we know best — Google Spreadsheets. It’s online, available to anyone via a link, easy to share and most important easily customizable. This is how the priority score looks like:
Let’s go quickly through each of priority score elements…
1. Size
Size of the game. How active daily, weekly or monthly users the game has. The bigger the user number, the higher the score. In order to measure each game equally, we try to use games weekly active users.
2. Design
Design is rated “subjectivity” — on overall how good the game assets look like; how these assets would look on merchandise; and would broad audience buy these game graphic elements on physical products based on our personal experience.
3. Growth factor
The growth factor of the game is measured by one key metric — how game ratings change month over month in the charts by using data from Apptopia and AppAnnie. Additionally we measure how quickly the game is acquiring new users, how loyal are game users, how long is the game life-cycle, a.o. metrics we can access for that particular game.
For existing customers in addition to MoM rating changes we are tracking purchase data: total goods sold, revenue, conversion rate, average check, repeated purchases. Based on results we talk to customer and A/B test products, pricing and selected game events for monetization.
4. Adoption factor
We rate each game developer the same as well known Bell curve categories. These categories are subjective and we measure each by customer behaviors and these main questions: Do they have the problem? Do they know they have a problem? Are they “paying” to solve the problem? They are actively seeking ways to solve the problem and we can identify that by customers behavior.
5. Game development status
We also measure the status of the game. Is game in development, is it launching soon, has it fan support from Kickstarter, or is the game live and available to download out there in the market.
6. Integration status
Prioritization happens based on the actual TheMonetizr integration status. Has the game developer signed up, tested our TheMonetizr SDK, are the game designs ready, is onboarding processes complete and our solution is tested and launched.
By sharing this, I hope this will help startups to prioritize their own key customers. This sounds simple — aim where the money is, but this priority score helps exactly define which of customer is today’s key priority.
I will appreciate any feedback, thanks!
