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Nathan Latka: $320M King of Mobile App Installs

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
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