Look Who it Was Random video

The winning strategy for consumer products: Case studies & lessons learned

746 views · Published 16 November 2018 · 42:37 · Indexed 20 October 2026

Channel: Startupfood · 2018 · Science & Technology

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At TheFamily, we believe that anyone can become a great entrepreneur. Find more info here: http://www.thefamily.co/
By Lars Jörnow, Partner @EQT Ventures and formerly exec @King (https://www.linkedin.com/in/larsjornow/)
& Angus Lovitt, growth marketing expert and former VP Performance Marketing @King (https://www.linkedin.com/in/angus-lovitt-32345717/)

he eternal investor question: "So how do you plan to make money?" 🤷‍♀️

For years, B2C founders in France and across Europe have been told by investors to focus on monetization early on, rather than an aggressive growth strategy.
The result? Even today in 2018, there’s no “global winner” in the consumer space coming out of France - something that we hope will change in the coming years.

Becoming break-even fast is nice, but you won't build a global business this way. The winning strategy is a clear focus on engagement, combined with either virality or monetization.

A great discussion on the 2 paths to building a global consumer tech company and concrete examples of how each one works:

☝🏼Focus on engagement and virality (the SnapChat / WhatsApp / Uber model)

✌🏼Focus on engagement and cohort view on monetisation combined with ROI focused performance marketing (the mobile gaming model)

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