Hello everyone,

What occurred on Melba's side in February?

TLDR

• €25.5k in revenue (+32% MoM), we're on track with our business plan.
• We have onboarded Solal Cohen-Steiner, our new Head of Growth. In just 2 weeks he had a huge impact on our acquisition strategy and process - we are confident that he will help us achieve our CAC goals even sooner than expected.
• MELBA ranked 15th in the Appstore's "Health & Fitness" category, we know it’s a vanity metric but it shows how fast ranking can improve when we are pushing acquisition a bit.
• We have opened a new SPV II, and it's showing a promising dynamic.

<aside> 💡 You are not yet in the Whatsapp Melba Investors Group? Please click here to join the group (or contact Vincent if you have any problems).

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<aside> 💡 Do you have friends who might be interested in investing in Melba?

You can share this link with carefully selected people (we are limiting this round to our investors' networks for trust and efficiency reasons):

https://melba-app.notion.site/MELBA-App-Investment-Opportunity-92a887bac9314fb698a7e816a7681ad5?pvs=4

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February 2024 Metrics:

• €26k in revenue (+32% MoM), we're on track with the business plan.
• 16,067 new couples registered on the app, and 366 new premium users, resulting in a conversion rate of 2.27%.
• €104 customer acquisition cost for premium users, leading to a 72% return on ad spend within 7 days. We aimed for 100%, and I'll explain the difference below.

Highlights:

• Reducing our Customer Acquisition Cost (CAC) is our top priority, until we achieve a 7-day Return On Ad Spend (ROAS) of 150%. The arrival of Solal has greatly accelerated this project:

  • He established a creative factory, using his network to collaborate with skilled freelancers. We’ll be able to test +5 low-cost creative concepts in EN and FR per week.
  • He fixed ad tracking, which is a pretty complexe challenge for apps. Technically speaking, we can now advertise with a web2app funnel optimized on Trial_Started. #Gamechanger
  • He's transformed our Meta advertising, improving performance and reducing risks. Consequently, Meta now surpasses Snapchat as our top acquisition channel (which is a great news as it has more potential).
  • Lastly, he has initiated two new projects to diversify our acquisition channels by the end of March.

• We clarified our vision about the Experiences creation process (incl. the impact of AI)

  • We brought some strategic thinking about how AI will impact content creation for Melba, thanks to a great team of experts & advisors (special thanks to Romain Dardour).

  • We are leaning toward offering 2 types of experiences moving forward :

    1 / On-demand Experiences Module - 80% managed with AI eventually: unlimited versioning of personalized audio, created (and assembled) on-demand based on user profile. Via AI, we’ll be able to partly manage :

    • scriptwriting
    • translation
    • voices through text-to-speech

    2/ Melba Collections & Programs - 100% created by human : unique experiences crafted with experts & creators, reflecting our editorial strategy - collaboration with famous creators in order to increase brand preference and leverage creators community

• Communication:

  • 700k new accounts reached via organic content on Instagram
  • +45% new followers on Instagram

• We've successfully launched SPV II:

  • Our LinkedIn post announcing the final part of our fundraising has received 15k views. Thank you for your likes and comments 🙏
  • If you'd like to introduce Melba to your network, here's the link to the presentation of Melba to share. Please do so before next Wednesday. After that, we will be focusing solely on the VCs.