Nattr Limited
Founder, CEO
June 2014 - Sept 2018
Solving the 'what to text back' dilemma by crowdsourcing clever text responses, currently focusing on the dating market.
An iOS application where people can crowdsource text responses in real-time. Not knowing how to respond is a problem lots of young (especially single) people face.
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Nattr allowed you to upload a screenshot of the message you needed help with and within minutes you'd get responses flooding in. We had comedians and copywriters on the app as well as just the general public ready to respond.
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What's better than a second opinion? A dozen .
KPIs
• Over 130,000 app installs
• 1700 DAU, 7000 WAU, 18MAU (at peak)
• Average cost per install £0.61 ($0.79) using Facebook and Instagram ads
• Average of 5.92 Minutes until first response
• Average of 136 posts per day, 681 responses
• 71% of posts are screenshots, 29% are text only
• Monetized the app with 49.3% of users who purchased, purchased again
• Investors included: Richard Fearn, Seb Bishop, Venrex Capital
• Featured in The Guardian, Teen Vogue, Grazia, AskMen, Bustle, Time Out and more
• Shortlisted for entry to Y Combinator - Interviewed with Sam Altman
• Worked with Branden Hampton (Forbes #1 social media influencer) and Tucker Max (3x New York Best Selling Author)
• Seb Bishop was our non-exec Chairman (previously CEO of Goop)
Learnings
• Some of the smartest thinking went into the scripts that were written to have things work automatically, to displaying users that are more relevant based on age, to phonebook integration allowing people to share with android friends and respond via a web-app, to auto-posting content if nothing has been posted within a specified time frame, to auto-liking posts, to creating a points based system to pick our featured responder, to a tiered writers system...Etc.
• Improving retention using automated systems, notifications and articles
• 30% of paid content are icebreakers
• 30% of all users are completely organic
• The biggest spenders are 17-20 year olds
• 0.47% of tinder matches turn into dates (it takes 200 matches to get one date)
• The blur was the most successful form of monetization (blurring out top responses by paid writers)
• 20% of posts get pulled down once the user finds a response they like
• The biggest platform people used Nattr for was Messenger followed by tinder and IG
• Nattr Style lead to the creation of polls (50 votes per poll vs. 5 messages per text convo)
• Private messaging is used less than 10% of the time - users like asking the crowd
• created a digital currency so that we had more control over the price per message
• Anonymity is valued. Don’t want a friends response, users just want a relevant one
• 10% of users post, 20% respond, 70% digest content
Main Responsibilities ​
• Multidisciplinary director in strategy and operations
• Designing the user journey from wireframes to launched product
• Branding and naming the application
• Business strategy and creative
• Fundraising
• Product development including all features and amends
• Managing customer concerns
• Creating the blur, the most successful form of monetization
• Iterating and solving issues quickly (e.g. creating ban scripts when inappropriate content was being uploaded - we then automated a process to pull it down)
• Designing the functionality for all automated scripts
• Analysing the data from Mixpanel, Kochava, Crashlytics, Parse Server, and ITunes Connect
• Hiring all team members
• Building and managing relationships with investors and high-net-worth individuals
• Creating a writer base for users to get paid responses from – had writers from House of Cards, Comedy Central, MTV etc.
• Rebranding the app - was originally Spond and changed to Nattr
• Testing the tech before all builds ensuring there are no bugs or glitches
• Managing legal and accounting
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Nattr writers have written for: