Nathan Latka: $320M King of Mobile App Installs

September 03, 2017

Nathan Latka: $320M King of Mobile App Installs

Moshe Vaknin

In Episode #771, Nathan interviews Moshe Vaknin. He’s been dreaming about his company YouAPPi since he bought his first iPhone 3. After a long and successful career working in a variety of positions, Moshe founded 3 successful start-ups before finally starting YouAPPi. As the CEO of the company, he brings vast experience in the fields of advertising, publishing and affiliate marketing, making him adept at identifying opportunities that can be transformed into profitable realities.


Famous Five:

  • Favorite Book? – My Journey to Justice by Moshe Vankin
  • What CEO do you follow? – Jeff Bezos
  • Favorite online tool? — Whatsapp
  • How many hours of sleep do you get?— 4
  • If you could let your 20-year old self, know one thing, what would it be? – “Never give up”

Time Stamped Show Notes:

  • 02:41 – YouAPPi is a platform that enables users, publishers and developers to solve growing challenges related to mobile app development
  • 03:19 – As an example, King, the maker of Candy Crush, is always looking for high-quality users for candy crush
    • 03:30 – High-quality users are the ones who play and purchase virtual items
    • 03:45 – YouAPPi will find these high-quality users
    • 03:53 – The process of finding high-quality users is complicated
    • 04:12 – King will have a better ROI to optimize their investment by partnering with a company like YouAPPi
  • 04:47 – YouAPPi has an agreement with 4500 developers and publishers
  • 05:13 – YouAPPi knows users behavior better than anyone else
    • 05:21 – Moshe explains how YouAPPi learns the shopping behavior of each user
    • 05:44 – By learning what to recommend to certain users, YouAPPI can better drive sales
  • 06:50 – YouAPPi can’t track the users and other private data
  • 07:30 – As long as the user is within YouAPPi’s publishers’ network they can identify your device ID and recommend apps
  • 07:56 – YouAPPi is getting paid per app installation and usage
  • 10:52 – YouAPPi pays 70% of their revenue to their publishers
    • 10:56 – From $20, the publisher gets $14 and YouAPPi gets $6
  • 11:05 – YouAPPi was launched in 2011
  • 11:15 – First year revenue was $250K which is the total cut from $1M
    • 11:44 – 2016 total cut was $80M
  • 12:05 – YouAPPi has raised closed to $20M
    • 12:17 – “We have to invest building the platform”
  • 12:19 – Total number of employees is around 130 with 10 offices globally
  • 13:05 – YouAPPi’s platform is for their own consumption
    • 13:24 – “Our business model is our platform”
  • 13:44 – YouAPPi is currently running hot on momentum and Moshe won’t probably sell YouAPPi before 2019
    • 14:10 – IPO recommendations
  • 15:04 – HQ is in the Bay Area and Moshe is currently in Israel
  • 15:33 – Top 2 competitors are Aerosource and AppLovin
  • 17:07 – The Famous Five

3 Key Points:

  1. As long as you’re on the right path, you can reach your dream.
  2. A good relationship the people in your network can exponentially expand your business.
  3. Never sell too early—if you’ve got a furnace full of momentum, to cash in.

Resources Mentioned:

  • Simplero – The easiest way to launch your own membership course like the big influencers do but at 1/10th the cost.
  • The Top Inbox – The site Nathan uses to schedule emails to be sent later, set reminders in inbox, track opens, and follow-up with email sequences
  • GetLatka – Database of all B2B SaaS companies who have been on my show including their revenue, CAC, churn, ARPU and more
  • Klipfolio – Track your business performance across all departments for FREE
  • Hotjar – Nathan uses Hotjar to track what you’re doing on this site. He gets a video of each user visit like where they clicked and scrolled to make the site a better experience
  • Acuity Scheduling – Nathan uses Acuity to schedule his podcast interviews and appointments
  • Host Gator– The site Nathan uses to buy his domain names and hosting for the cheapest price possible
  • Audible– Nathan uses Audible when he’s driving from Austin to San Antonio (1.5-hour drive) to listen to audio books
  • Show Notes provided by Mallard Creatives

You may also be interested in

MarTech Advisor: CMO’s Guide to Customer Journey Marketing

CMO’s Guide to Customer Journey Marketing by Jennifer Shambroom Mar 28, 2017 Jennifer Shambroom, CMO, mobile growth platform YouAppi, presents the results of research the company commissioned from Dimensional Research who surveyed 327 in-house, agency and ad tech provider mobile marketing professionals to better understand mobile marketing designed to take prospects through the customer journey […]

Continue Reading

Who Are the Top 1 Percent of Publishers Getting 94 Percent of iOS App Store’s Revenue?

Who Are the Top 1 Percent of Publishers Getting 94 Percent of iOS App Store’s Revenue? In discussions about politics and the economy, there are often heated debates over the uneven distribution of wealth controlled by the top 1 percent and the dwindling middle class. We aren’t going to dive into that issue here, but […]

Continue Reading


新的解决方案与用户获取功能同时进行,加速增长并提供更高的广告支出回报率 2018年1月31日,北京-今日,全球领先的移动营销平台YouAppi宣布推出其最新的用户再营销解决方案,旨在将无论是有机增长或是通过YouAppi平台获取到的所有移动用户价值最大化。YouAppi的再营销解决方案目的是与同为360度移动营销平台中用户获取解决方案同步协作进行。YouAppi再营销为YouAppi实时竞价系统的社交功能和直接流量提供了畅通无阻的获取权限,使用户与品牌之间实现多触点,加速增长并且能够实现高达12倍的广告支出回报率。 “用户获取是至关重要的,但是与用户互动才是驱动增长的关键”YouAppi CEO兼联合创始人Moshe Vaknin表示,“YouAppi研发设计的解决方案不仅仅是指在应用安装30天内进行用户再营销,而是使得应用内转化率达到双倍增长。留存率在首月大幅下降到不足5%时大多数用户会选择关闭消息通知,所以对于品牌而言,找到一个接触用户的方式是至关重要的。通过360度营销平台提供的功能来激活我们的再营销解决方案,从而来转化以及维护高质量用户。 YouAppi再营销通过与移动监测伙伴的无缝链接实时收集数据,确保持续追踪最新的受众目标。无论是通过何种渠道获取到的用户,解决方案随后都将分析所有用户的安装后事件,这使得YouAppi能够基于应用程序目前的高价值评估以及月活跃用户来专注实现用户再营销。” 此外,YouAppi专家为使用YouAppi数据的广告用户提供策略建议,帮助区分活跃、非活跃和失效的用户,并提供前后相关的动态广告穿插在用户浏览的整个过程中。 最后,YouAppi的优化引擎通过机器学习算法将性能最大化,来推荐最佳的日期和时间、应用内合作伙伴、广告创意、深度链接、替换和再营销信息,从而提升到最佳转化率。 除了再营销,YouAppi 360度移动营销平台还有另外四个核心,包括用户获取、品牌视频、激励视频及社交,这些都是通过机器学习和欺诈防护方案来支持的。YouAppi 360度移动营销平台推出后,已实现了客观的市场增长,公司目前代表全球470个领先品牌,执行接近17000个不同的营销活动,并且通过20亿用户和每月1000亿次的有效广告展示收悉前所未有的洞察。 关于YouAppi YouAppi是全球领先的移动营销平台,提供对高端移动品牌的综合管理解决方案。YouAppi的360度移动营销平台将其专有算法、机器学习功能和队列技术结合,可以对全球20亿用户的移动内容消费模式进行分析,并为开发者带来可产生收益的用户。YouAppi总部设在旧金山,并已在亚洲、欧洲和北美等地成立了12个办公室。欲了解更多信息,请关注YouAppi官方微信公众号YouAppi以及官方微博,或访问公司中文网站  

Continue Reading

Looking to Identify High Quality Users with High Lifetime Value?

YouAppi is a fully managed solution for mobile brands, providing one single point to streamline their mobile media buying. YouAppi’s OneRun platform combines the power of machine learning with our proprietary predictive algorithms, and cohort technology, to analyze the mobile content consumption patterns of over 1.5B users, converting data into profitable users.

Access the Intelligence of YouAppi’s OneRun Platform:

  • 2 billion mobile profiles
  • 16,600 campaigns
  • 4.200 mobile apps and sites
  • 200 countries
  • 100 billion impressions monthly
  • 12 offices and global data centers
Let's Get Started