Breaking the Norm: Maxine Manafy, CEO of Bunndle (Part 6)

Sramana: How do you sell?

Maxine Manafy: We sell on a CPI [cost per install] basis. For the US, in desktop it might be a dollar for an install. On mobile we are seeing up to three dollars for an install. Those are pretty good rates.

Sramana: How do you scale this business?

Maxine Manafy: It scales with sales and building out the sales force is important to grow out the ecosystem. We have created additional products. We started on the desktop and have now built a PC to mobile product that sends you from the PC to the mobile space.

The other way we scale is by continuing to offer a complete solution for our customers. All of our customers, in every segment, can work in both mobile and desktop. We continue to build our offerings so that we can be the sole source for their growth and monetization.

Building out the sales force is important, not only to address the existing customers but to bring in new customers. In mobile there are entire categories that we do not have on the desktop. There are lifestyle apps, sports, unique gaming and other markets that we want to address.

Sramana: Are you going to focus on any segments? It would seem there would be a lot of synergies in some of those areas.

Maxine Manafy: Initially we will focus on business utilities. We do well on the desktop, there is a natural extension into mobile, and it is an underserved market. Nobody addresses business utilities. We will focus there and expand that out into enterprise.

From there we will expand out into the lifestyle apps. We will expand into travel, restaurant apps, and we will continue to do media. Our area will focus on the highly functional. It is hard to discover a utility application. Gaming is interesting, but it is such a hit focused business and there is plenty of inventory. They really don’t need any more help.

Sramana: What revenue level did you hit in 2012?

Maxine Manafy: Around $5 million.

Sramana: How do you calculate your TAM?

Maxine Manafy: On the desktop I look at the number of downloads or installations that occur on the paid and free applications and updates. There are 6 billion installs on the desktop. That is stuff we can track. If you add in free and update that number could be three times higher. In the mobile space it is less clear. We are looking at around 60 billion installs this year. We look at the number of installations or downloads because that is our inventory. We use downloads because we serve impressions from them.

Sramana: How many people do you have in your company?

Maxine Manafy: We have 12 people.

This segment is part 6 in the series : Breaking the Norm: Maxine Manafy, CEO of Bunndle
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