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Geenapp cierra su ronda seed con medio millón de euros

La plataforma tecnológica incorpora como inversores a Kima Ventures y Caixa Capital Risc, la gestora de capital riesgo del Grupo “la Caixa”

Barcelona 18 de mayo de 2016 Geenapp, la startup con base en Barcelona, ha cerrado una segunda ronda de financiación de 500.000 euros. En esta operación ha participado la francesa Kima Ventures capitaneada por Xavier Niel, creador de la cuarta operadora de telefonía en Francia Free Mobile. Y por otro lado Caixa Capital Risc, la gestora de capital riesgo del Grupo “la Caixa”. Este nuevo impulso acelerará su presencia en el mercado internacional y continuará con la optimización del proceso productivo mediante la incorporación de capital humano.

Geenapp es una plataforma tecnológica que agrupa todas las campañas de Apps para ofrecer un sistema inteligente de promoción. Gracias a la incorporación de este sistema, tanto en web como en redes sociales, permite promocionar otras aplicaciones y monetizar por ello, ya que por cada instalación generada, aunque la aplicación sea gratuita, se obtienen ingresos.

La plataforma gestiona a diario más de 27.000 campañas en 191 países donde ha irrumpido con fuerza especialmente en mercados tan competitivos como Estados Unidos, Israel, India y el centro de Europa, gracias en parte a la digitalización del programa que permite llevar muchas campañas a la vez, al capital humano de gran talento y a la constante inversión en I+D.

En palabras de la CEO, Gina Tost: “La automatización y escalabilidad global del negocio es fundamental para el crecimiento de cualquier empresa tecnológica. Esta ronda de financiación es importante para seguir desarrollando nuevas herramientas que nos permitan investigar sobre la economía de las Apps y su flujo en los diferentes mercados”.

Con tecnología 100% española, la startup ha sido reconocida por la prestigiosa revista Wired como una de las 100 mejores startups europeas y recientemente ha recibido el premio, otorgado por The Hundert Magazine, como “One of the 100 Best Female Founders”.

 

Acerca de Geenapp
Geenapp nació en Barcelona en el 2013 como respuesta a la demanda creciente de desarrolladores de Apps en la captación de nuevos consumidores. La empresa está dedicada a conseguir usuarios y dar visibilidad a las Apps en todo el mundo en base a campañas CPI (coste por instalación), CPE (coste por engagement) o CPA (coste por acción) para todos los sistemas operativos móviles. El equipo ejecutivo está integrado por Jaume Ferré como Chairman, Gina Tost como CEO, y Javier Casares como CTO. 

Acerca de Kima Ventures
Kima Ventures, es uno de los inversores en fase inicial más activos del mundo, la inversión en nuevas empresas de 2 a 3 por semana en todo el mundo; proporcionando a los fundadores con la financiación, la red y el apoyo para que alcancen los siguientes pasos de su viaje. Con sede en París, con una oficina en Londres, está fundada y respaldada por Xavier Niel, fundador de la LLiad y dando soporte a los empresarios a través de proyectos tales como 42, 1000 Start-Ups @ La Halle Freyssinet y 101projets. En los últimos 5 años hemos invertido en más de 370 nuevas empresas en 24 países diferentes, tales como Transferwise, estibador, AngelList, capitán de tren, Aircall, eShares y Pandadoc.

Acerca de Caixa Capital Risc
Caixa Capital Risc, sociedad 100% de CriteriaCaixa, es la gestora de capital riesgo del Grupo ”la Caixa”, que invierte en las primeras etapas de compañías españolas innovadoras y con un elevado potencial de crecimiento, y las acompaña en las diferentes etapas de su crecimiento.

La gestora es un inversor multiespecialista que dedica su atención a los sectores que considera emergentes: ciencias de la vida, tecnología y digital y tecnologías para la industria. Caixa Capital Risc gestiona un volumen de 180 millones de euros, a través de 8 fondos de inversión, y tiene más de 180 empresas en cartera.

Además de la actividad inversora, desarrolla una intensa actividad de apoyo a los emprendedores en toda España. A través de la iniciativa EmprendedorXXI, el grupo ”la Caixa” impulsa iniciativas que dan formación y visibilidad a las nuevas empresas con un alto potencial, a la vez que facilitan la generación de contactos de valor añadido.

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Geenapp closes half a million euro seed round

The technology platform incorporates as investors Kima Ventures and Caixa Capital Risc, the capital risk manager of “la Caixa” Group

Barcelona, May 18th 2016Geenapp, a startup based in Barcelona, has closed a second round of funding for value 500,000 euros. This operation has participated the French company Kima Ventures, led by Xavier Niel, founder of the fourth French mobile operator Free Mobile.

On the other hand Caixa Capital Risc, the venture capital manager of the “la Caixa”. This new boost will accelerate its presence in the international market and continue with the optimization of the production process by incorporating human capital.

Geenapp is a technology platform that brings together all campaigns Apps to provide an intelligent system of promotion. Thanks to incorporation of this system, both web and social networks can promote other applications and it monetization, for each installation generated, even if the application is free, it can get incomes.

The platform manages more than 27,000 daily campaigns in 191 countries where it has gained in strength especially in highly competitive markets such as the US, Israel, India and el Central Europe. Is possible thanks to the program digitalization that allows out many campaigns at the same time, at the human capital of great talent and a constant investment in R&D.

The CEO Gina Tost has said: “The automation and global scalability of the business is essential to the growth of any technology company. This financing round is important to continue developing new tools that will allow us investigate the economy of Apps and it flow in different markets”.

With 100% Spanish technology, the startup has been recognized by the prestigious Wired magazine as one of the 100 best European startups and recently received the award “One of the 100 Best Female Founders” by The Hundert Magazine.

 

About Geenapp
Geenapp was born in Barcelona in 2013 in reply to increasing demand from Apps developers in attracting new consumers. The company works on gaining users and give visibility to global Apps based on CPI campaigns (cost per install), CPE (cost per engagement) or CPA (cost per action) for all mobile operating systems. The management team is composed by Jaume Ferré as Chairman, Gina Tost as CEO, and Javier Casares as CTO. 

About Kima Ventures
Kima Ventures is one of the world’s most active early-stage investors, investing in 2 to 3 startups per week all over the world; providing founders with funding, network and support for them to reach the next steps of their journey. Headquartered in Paris with an office in London, we are founded and backed by Xavier Niel, founder of Iliad and supporter of entrepreneurs through such projects as 42, 1000 Start-Ups @ La Halle Freyssinet and 101projets. Over the last 5 years we’ve invested in over 370 startups in 24 different countries, such as Transferwise, Docker, Angellist, Captain Train, Aircall, eShares and Pandadoc.

About Caixa Capital Risc
Caixa Capital Risc, a 100% company of CriteriaCaixa, is the venture capital manager of the “La Caixa” Group, that invests in the firsts periods of innovative Spanish companies with a high growth potential and assists them with the different stages of growth.

The manager is a multi-specialist investor who devotes it attention to sectors considered emerging: life sciences, technology, and digital and technologies for the industry. Caixa Capital Risc manages a volume of 180 million euros through 8 investment funds, and has more than 180 portfolio companies.

Besides the investment activity, it develops an intense activity supporting entrepreneurs throughout Spain. La Caixa Group promotes initiatives throughout the EmprendedorXXI, that provide training and visibility to new companies with high potential, making easier the generation of value-added contacts.

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Meet the team: Gina Tost

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How would you characterize Gina Tost – CEO of Geenapp?

I like being surrounded by the best people and professionals in order to see what they predict to happen in the future of the mobile industry so I can also foresee things which are ahead of us and take better decisions. If I need to characterize myself by one word it would be multitasking – I became CEO not just because I am one of co-founders but I am managing different areas in Geenapp.

Is there anything that is suprising about you and not that many people have a clue about it?

I have to admit that I am a passionate player of video games and not that many people are as good as I am at playing them. Video games have improved my strategic vision and skills, and now I am not daunt to say that I am expert in playing video games!

I need to say that it is very impressive what you are doing right now but have you always been interested in technology? Each kids daydream about different types of job. What was your dream job?

I have always known that I want to do something with informatics. When I was a kid I love buttons, cables and other technical staff. I remember when I had my first computer in the 90‘s, what was a very expensive thing, I was so curious that I just opened it in order to see how things are organize inside that box. My parents went crazy when they saw the new and expensive PC, opened and quartered, in the middle of the living room.

Whom do you consider to be the most influencial or inspiring person in your life?

I always try to surround myself with smart people and I might say that I am successfull in that as I have many clever people around me. When I used to work as a full-time journalist, I got to know many entrepreneurs and thanks to them I could have been able to get insight into different topics and put my own bigger picture together. I believe that everyone influences you and helps you to become who you really are. I admire Elon Musk – CEO and product architect at Tesla Motors. I fancy that he is super creative and innovative businessman; he cares more about the progress for the mankind at the expense of business or money.

I know that you hold a TED talk on the topic How technology makes us free. All TED talker are considered to be influencers. Do you see yourself as an influencer?

I think that I influence a small circle of people in my surrounding – people in the tech industry in my country – Spain. I have been working in this industry so I am kind of relevant in this circle of people.

 

We optimize the daily work of all the media buyers and ad networks by providing them the best paid campaign for each app in one platform based on 500 advertisers.

 What was the most valuable piece of advice you have ever been given? Does it apply  for both: your personal life and working life? Does it help you to accomplish anything you are particularly proud of? 

My motto is: Focus. Sometimes my brain works very fast and I need to think about different things at the same time. In this case, the best for me is to stop for a while and find the light, to concentrate only on one thing. I implement this motto more in my working life because I need to cover everything in the company. All the problems that I had ever faced, had been solved thanks to this piece of advice because when you focus, you can always think more clearly.

How does it feel to be CEO of the company as Geenapp? What do you find to be the hardest part and what are situations that you know it is worth it?

It is a challenge because it is not only about my job anymore. It is about everyone in my team. The most difficult part is to think about the future of Geenapp. We are not the same company as half of a year or a year ago. We are changing very rapidly and the environment of the company is very dynamic so it is very tough to think in advance. On the other hand, I am more than delighted that I can lead a company that is doing a lot for the tech industry. It is not about doing a job but about having the best technology in order to solve problems that the mobile industry is currently facing.

You are going to be named as one of the best female CEO. How are you feeling about these news? What do you think contributed to this fact?

I was very surprised. I think that it is not only about my job but the whole team of Geenapp has merits on this and they put me into this position. I think that is not only me but about the teamwork.

What is your favourite video game and the App that one of the best female CEO is currently using?

The App I use the most is defintely WhatsApp as I need to be always online because of the business. It helps me to stay in touch with all business partners as well as with my friends and family.
I need to say that my favourite game for tablets is The Room. A serie of three games based on Escape Room what has become a worldwide phenomenom. It is very challenging as I like puzzle games.

Three founders of Geenapp: Javier Casares, Gina Tost and Jaime Ferré

The founders of Geenapp: Javier Casares, Gina Tost and Jaime Ferré

 

Do you consider Mark Zuckerberg to be a great influencer? Imagine that you would meet him: what would you ask or purpose to him?

I have met him at Mobile World Congress 2014 because I was a speaker like him for the mobile fair. What I really like about him that it is not about the company called Facebook anymore. It is about his vision of how the world should be in the near future.
If I had to ask him something, definetelly will be about the challenges of a growing company as I am sure that he has focused on this issue several times during his lifetime iwth Facebook.

What do you consider to be the biggest problem in the mobile industry?

In my opinon, it is clearly the fraud: People trying to earn money by having lots of traffic which comes from suspicious sources. On the other hand, there are tons of campaigns out there that do not work properly because an advertiser does not know how to set a campaign or the tracker.

Was this the main reason why you set up Geenapp? How are you trying to cope with the obstacle of fraud in Geenapp?

In Geenapp, we are trying to build a company that is programmatic and scalable is very important in our philosophy. We do good technological tools and that is what we are doing here. We are always trying to come with tech solutions for the problems that everybody has to face in the mobile industry. We launched our own Quality system to check that every campaign is working 24/7 (we are patenting this tool) and our Anti-fraud system is being improved every week based on different methods we discover every day.
Geenapp is a tech company in the marketing industry, we are not doing the same as other networks, we give them solutions to improve their efford. Our clients have different needs and we help them conver them.

What would you pinpoint as the biggest highlight of Geenapp?

We optimize the daily work of all the media buyers and ad networks by providing them the best paid campaign for each app in one platform based on 500 advertisers. We generate only one invoice, get only one payment and get more mobile traffic.

What is the thing you wish somebody told you before you had started Geenapp?

We have faced so many problems from different aspects, we tried to do everything manually and then programmatically with all knowledge that we had acquired. Our technology was super advance in the industry so we had to downgrade it because we are couple of years ahead in terms of progress. Jaime is very experienced in doing business so he always predicts things ahead and warns me to be prepared for any situation that might possibly arise.

 

We launched our own Quality system to check that every campaign is working 24/7 (we are patenting this tool) and our Anti-fraud system is being improved every week based on different methods we discover every day.

 

What is the biggest lesson you have learnt at Geenapp?

Sometimes people are used to do their job the same way so when you are trying to make them think they cannot understand it. Other case is that they have been going through the same routine their whole life and are not open to things differently in order to earn more money. People prefer to stick to their stereotypes rather than becoming a better professional with new knowledge and improved skills.

What does Geenapp do differently? Let´s say that I have an App and I wish to promote it but cannot decide which company I should go for. What does make me to choose Geenapp?

With Geenapp, you can get all attention for your App from other networks. You just give an App to us and we make sure that your App gets quality traffic. You do not need to deal with anybody else so you can be more concentrated on developing and upgrading your App.

Do you find Gennapp in some aspects to be a trendsetter?

Yes, we started with smartlinks that everybody is talking about nowaday and everyone thinks that it is a big invention. We started 2 1/2 years ago and nobody wanted it in the industry because that they though that it was not neccesary but now they identify it as a must! It is still available on our panel and everyone can still freely use it.

Geenapp is relatively a young business but progressing rapidly. Where do you see the future of Geenapp? What are things that Geenappp still needs to work on?

I believe that we need to improve all the tools we have right now and we need to put more effort into the marketing strategy of Geenapp. People do not know what we are doing because we are focusing more on building a great product. We need people to get to know our business because if people do now know you, you are losing lots of potential clients. We are going to be bigger as we are hiring people, growing fast very every month. New bright ideas are a key indicator on our roadmap in order to build innovative products.

What are things which are on bucket list of Gina Tost?

I want to travel a lot and get to know new cultures which are totally different from mine. I want to go this summer to Asia -their culture is very attractive for me as it is entirely diverse world. They pursue the world differently than us. In addition, I want Geenapp to become an innovator and the best company in the mobile industry.

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Advertiser: What type of campaign are you thinking of?

So, you just launched your brand new app and are very excited for the world to know it. You can’t wait to get users to discover out the endless possibilities your app will provide and of course, you can’t wait to see it monetizing. Or maybe you just want it to receive a pump of installations because it’s been kind of inactive.

We can help! Geenapp is an all-in-one self-service platform with more than 4,000 active CPI campaigns daily. All we need in order to help you achieve your goals is for you to let us know what type of campaigns you’re looking for.

Types of promotions we do

CPI means Cost Per Installation. This type of promotion pays for every user that successfully installs and opens the application into their mobile device. At Geenapp, we work with CPI as a basis.

CPE means that, in order for you to get payed, you need to make users engage with the app. Developers and user acquisition managers prefer to run Cost Per Engagement campaigns to ensure users really get to dive into the app and taste its benefits. For gaming apps, typical CPE KPI’s are reaching the 6th level or finishing a tutorial. For other categories, could be setting up an alarm, creating a playlist or a number of app opens on a period of time.

This model allows app developers to acquire loyal users and start monetizing. The payouts are obviously higher than CPI campaigns, and so are the conversion rates.

CPA is Cost Per Action. In this type of campaign, you get paid whenever the specific action set up by the advertiser happens. It usually has a high payout because the payment will only occur once the user completes a transaction.

What is the difference between CPA and CPE? Cost per Engagement and Cost per Action are often confused because they both require an event to happen in order to register a conversion. (That is also why CPE is confused with Cost Per Event). The difference is that a CPE requires the user to engage with the app up until a certain point (the reaching of a level, a tutorial completion or a playlist set up), and a pure CPA conversion campaign will happen as soon as the user completes one sole task, for example a registration, a purchase or a bet.

Type: Incentivized (rewarded) vs. Non-Incentivized

Incentivized campaigns allow our publishers to give rewards in exchange for the installation of the app. This incentive is usually in the form of virtual goods or virtual currency in another app/ web / blog / social account.  Incent campaigns are very much cheaper (about one third of a non incent payout) because users who download your app are not as interested in it as much as they want the reward. They are not expected to become active or loyal users and are much accustomed to delete the app as soon as they get the reward.

Why would you want non quality users, then? Well, these are very helpful when it comes to boosting install numbers on the app stores and possibly ranking on the top categories or top news for your country (meaning possible organic traffic in the near future).

If you have a very attractive app, incent campaigns can be very good for you. Cheap and all, think of us as the guys who are going to bring the users into your store. Once inside, you have to make them stay and buy!

incent campaigns

Non incentivized campaigns

Non incent campaigns do not accept any kind of reward offering while being promoted. This means users will download because they are genuinely interested in your app and they engage voluntarily. This traffic will be the most beneficial to you in terms of monetizing your app. Volumes are going to be lower those coming from an incent campaign -and slower too- but the results will be tangible within very few days.

In conclusion, you have to ask yourself what is it that you want. If you want exposure, heavy volume of installations or reaching the top ranking lists in the stores, an incent campaign will be the right one for you. On the other side, If you want high quality traffic and revenue, the non incent campaign is the correct one.

noincent campaigns

Geenapp recommends…

We usually recommend advertisers to start with a mixed model with percentages that reflect the priorities of the stage the app is at. For recent launched apps, a 80% / 20% formula will allow the advertiser to acquire a heavy amount of installations (80% incent), as well as real insights of user behaviour (20% non incent). After this test period a more specific and customized campaign can be designed.

Still not sure what type of campaign you need?

Don’t worry, we’re here to help you! Contact us and one of our dedicated account managers will help you figure out what kind of campaign suits you best and what are the best ways to achieve your goals.

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Mission and Vision of Geenapp

Vision is the ability to see potential in what others overlook.
~Rick Warren

The mobile advertising industry is one of the fastest booming sectors which is full of opportunities to develop a unique position. The biggest drawback in this industry is that all process are manual and need automatization. In addition, the fact that the amount of fraud has been increasing, makes it difficult for all players in this industry to monitor the traffic and ensure high quality traffic. The mobile industry needs a company that is going to cope with all this negative aspects and becomes a role model for its competitor; it needs a revolution; the mobile industry needs Geenapp.

The starting point of each strong company are even stronger pillars that hold you up and you can lean on them. Geenapp has a good fate that it can rely on a solid backbone from the very beginning:
Founders – Excited young people with a great attitude and spirit, and previous experience in this type of business which helped them to developed a large network for their future path.
Labour – People within the company are proactive, excited and motivated for new challenges.
Vison 360 – Gennapp has a clear vision how to do things, what to change and how to enrich people in this industry.
Working environment – The startup has a commitment to the best possible working environment: office, parity…
Know-how – The initial knowledge had been brought from each element and has been further built up and generated in Geenapp.
Transparency – Geenapp can optimize its sources thank to Quality system. We do not use any links which direct users, instead we stop the offer or make sure that offer is working properly. In case of any issue, we are willing to solve the problem, explain all necessary details and open for feedback.

Values and attributes of Geenapp

Values and attributes of Geenapp

Geenapp has an intention to be a meeting point of those involved in App. It wants to simplify and optimize tasks, make all process automatic in order to crate more accessible and transparent market for all people in the mobile industry. Furthermore, Geenapp is rather an innovator then an imitator – we in Geenapp think outside the box and our developed tools such as Quality and Anti-Fraud system bring gains in terms of high quality traffic to all App promotion players.

We are a tech company in the marketing industry.

We in Geenapp believe that Mission and Vision statements are highly crucial to share with our employees, advertisers, networks, publishers and public as a whole. As long as these statement are expressed clearly, we can be sure that everyone knows which values we create.

 

Mission of Geenapp

Mission of Geenapp

Our primary purpose for being in the mobile industry is to show that we are a serious business to all shareholders, partners and competitors. Moreover, for the management of Geenapp, mission statement is a template for decision making and long term planning and it results in a strong organizational culture.

 

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Vision of Geenapp

The second important purpose encourages the progress of Geenapp and advices in which direction the company should go on its business path. It keeps us to stay focused on bigger goals and define our business in terms of growth, values, and contribution to the society and the mobile industry. Vision statement makes us fully aware of our strengths and values, and holds up the development of Geenapp.

Geenapp is a small startup with really strong mission and vision for the future in the mobile industry. We want the public to know what we do, how we do it and what is the purpose of our business. We do not provide only high quality traffic for large amounts of offers but we also aim to inspire the whole sector to do a fair business. With our Anti-fraud system, we wish to minimize the amount of fraud so everyone has the same rules in App promotion world. What is more, we maintain great relationships with our stakeholders and we are not haunted when the problem occurs – we always find a compromise which is acceptable for all parties and learn from each experience so we can avoid the similiar situations in the future. Geenapp´s dream is to make App promotion easy and reliable without any fraud and to grow to the company with a strong possition in the mobile industry. Let´s start chasing these dreams all together!