Ten Million in Ten Weeks What Stanford Learned Building Facebook Apps

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					                10 Million in 10 Weeks
            What Stanford Learned Building Facebook Apps
                  A Stanford Course during Fall 2007



                                         Dave McClure
                                           Rob Fan




                          Graphing Social Patterns: March 2008
Contact: BJ Fogg - bjfogg@stanford.edu
   10 Million in 10 Weeks

   Total Installed Users: 20M+
    • 5 apps @ 1M+ users
    • 10 apps @ 100k users
    • 20 apps @ 5k users

   Total Daily Active Users (DAU): 925k
   6 apps with ~ 100k DAU
   10 apps with > 10k DAU
   19 apps with > 500 DAU

   6 Apps in Facebook Top 100

   Top Apps (according to Adonomics): ~ $10M
Contact: BJ Fogg - bjfogg@stanford.edu
Contact: BJ Fogg - bjfogg@stanford.edu
              Curriculum (Alpha Version)
    3 Apps (!)                           Hoping to leverage . . .
    1. Virality                          • Huge reading list

    2. Engagement                        • Metrics-based grading

    3. Education-focused                 • Psychology of technology




        Expecting 20-40 students...
Contact: BJ Fogg - bjfogg@stanford.edu
                               ...120 showed up
Contact: BJ Fogg - bjfogg@stanford.edu
          ...So we scared some students off.
Contact: BJ Fogg - bjfogg@stanford.edu
Contact: BJ Fogg - bjfogg@stanford.edu
Contact: BJ Fogg - bjfogg@stanford.edu
                        7 person teaching team
                                         73 students




Contact: BJ Fogg - bjfogg@stanford.edu
Contact: BJ Fogg - bjfogg@stanford.edu
Contact: BJ Fogg - bjfogg@stanford.edu
                Every class was exciting and surprising
Contact: BJ Fogg - bjfogg@stanford.edu
                            Students drove us forward
Contact: BJ Fogg - bjfogg@stanford.edu
                                     Initial Success!!!
Contact: BJ Fogg - bjfogg@stanford.edu
                                     Success Stories
Contact: BJ Fogg - bjfogg@stanford.edu
Contact: BJ Fogg - bjfogg@stanford.edu
             Students come together outside of class...
Contact: BJ Fogg - bjfogg@stanford.edu
   10 Million in 10 Weeks

   Total Installed Users: 20M+
    • 5 apps @ 1M+ users
    • 10 apps @ 100k users
    • 20 apps @ 5k users

   Total Daily Active Users (DAU): 925k
   6 apps with ~ 100k DAU
   10 apps with > 10k DAU
   19 apps with > 500 DAU

   5 Apps in Facebook Top 100

   Top Apps (according to Adonomics): ~ $10M
Contact: BJ Fogg - bjfogg@stanford.edu
                  Final Expo in December 2007

                                500+ people show up
Contact: BJ Fogg - bjfogg@stanford.edu
Contact: BJ Fogg - bjfogg@stanford.edu
Contact: BJ Fogg - bjfogg@stanford.edu
Contact: BJ Fogg - bjfogg@stanford.edu
                         BayCHI Student Presentation
Contact: BJ Fogg - bjfogg@stanford.edu
Contact: BJ Fogg - bjfogg@stanford.edu
                                         Aftermath
  • $500,000 - $1,000,000+ revenue generated since September

  • At least 3 companies formed

  • At least 2 companies acquired

  • More job offers than students can handle

  • Dan drops out of school to work with Rob and 3 other students
    from the class

  • Teach the class again soon


Contact: BJ Fogg - bjfogg@stanford.edu
                             More Successes
Contact: BJ Fogg - bjfogg@stanford.edu
  Learnings from Stanford's FB Course

  #1. It's never too late to create a winning app
   • When we launched course, over 6000 Facebook apps existed.

   • 10 weeks later, our students had 6 apps in the top 100




Contact: BJ Fogg - bjfogg@stanford.edu
  Learnings from Stanford's FB Course

  #2. Simplicity & clarity are key to app success
   • Apps need to be easily understood (value prop)


   • Apps need to be easy to use



  The wrong direction:
   • Clever names
   • Lots of features



Contact: BJ Fogg - bjfogg@stanford.edu
  Learnings from Stanford's FB Course

  #3. Speed & flexibility in launch & iterations
   • Many crummy trials beat deep thinking

   • Flexibility beats quality


  Deadly: Getting too attached to one app idea.




Contact: BJ Fogg - bjfogg@stanford.edu
  Learnings from Stanford's FB Course

  #4. Community cooperation leads to success
   • Students helped others a lot

   • Sharing code, tips, insights . . . all were present in course.




Contact: BJ Fogg - bjfogg@stanford.edu
  Learnings from Stanford's FB Course

  #5. Individual opinions about app are worthless
   • Don't be swayed by one person's opinion.

   • Just get the app out there and see what happens . . .


  Despite everyone's supposed "brilliance" . . .
   • Often what seemed like a killer idea didn't work.

   • Sometimes what seemed stupid worked very well.




Contact: BJ Fogg - bjfogg@stanford.edu
  Learnings from Stanford's FB Course

  #6. Copying success is a cheap/fast way to succeed
   • Novelty isn't the best approach to apps

   • If you're desperate for a win, just copy something that's working


  Flipside: If your app is doing well, expect imitators.




Contact: BJ Fogg - bjfogg@stanford.edu
  Learnings from Stanford's FB Course

  #7. Metrics do matter, but today's tools are too weak
   • Of course, instrument your apps to track viral aspects

   • No one offers a winning metrics package (yet) -- not even GA


  Our experience: Students often had to tweak GA and also create their
  own metrics tools.




Contact: BJ Fogg - bjfogg@stanford.edu
  Learnings from Stanford's FB Course

  #8. You CAN learn to create a winning app
   • Success with FB apps isn't luck or magic

   • Many Stanford teams succeeded

   • Teams who failed at first later created excellent apps (like Oregon
     Trail)




Contact: BJ Fogg - bjfogg@stanford.edu
                 10 Million in 10 Weeks
             What Stanford Learned Building Facebook Apps
                   A Stanford Course during Fall 2007



                                         Dave McClure
                                           Rob Fan




Contact: BJ Fogg - bjfogg@stanford.edu

				
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