Interview APP Founder – Dick Leijen
Name Co-Founder: Dick Leijen
Name Company: Nopster BV
Name App: I’M IN
Category App: Lifestyle, Free Ticketing
Is the App created for a certain country/area or worldwide: NL and UK now, followed by an European and US rollout over the next few years.
Q & A:
As Founder of this fantastic App, what was your motivation to create such an App?
DL: “As Millennials (our target audience) like to party at dance/edm music and tickets of these events got more and more expensive over the years we thought it would be a great idea to offer our users to win free tickets or get good deals for the best parties.
Being a festival – and party promotor myself for over 2 decades I personally have experienced the massive growth of the party and festival market. This growth made it much more difficult to promote events and get enough people to experience your event for the first time.
Thirdly, in the movement from online to mobile by millenials and youngsters we discovered that there was no decent mobile party calendar available to see what was going on in nightlife. In addition the ones that uses AI (artificial Intelligence) to learn and offer you deals or free tickets for events with artists that users and their friends will like.
Put those three together and there is our motivation for developing the App I’M IN!”
Why should App Users download this App?
DL: “It’s free, it helps you find your favourate events in a very easy way. Win tickets for the best festivals and parties every single day or get the best deals on tickets.”
What are the advantages compared to other similar App’s?
DL: “An high quality selection of all events (all founders and employees are very well known with the international dance scene).
Gamification. Win tickets, tokens, fast lanes, golden circles, merchandise etc. with a fun and easy to use game within less than a minute. And when you win a ticket, it will be in your I’M IN wallet instantly. Just scan your mobile at the event and you’re IN!”
Can you tell something about the proces, challenges, hurdles and time spend from the moment you start (The Idea) till the moment you launched the App at the AppStore / GooglePlay?
DL: “To build our App, we found it was way more expensive and intensive to build than we ever expected. We have learned a lot over the past 4 years developing our App. Our first version was built by an external company which made it very difficult to communicate. Also our first version was a web based App. When we reached about 100k users we found that the App was crashing all the time which wasn’t good for our image and reputation. We had (and still do) to invest a lot in our high quality 24/7 customer service to keep our users happy. Our second version was built on a platform to serve both IOS and Android at the same time. When we reached about 300k users also this platform couldn’t manage all users and their intense activity. We had to start all over again and decided to build from scratch and to go native. To achieve that we decided to create our own in-house development team. All of this resulted in a far bigger investment that we initiately budgetted for.”
Once you launched the App in the Appstore / GooglePlay, what did you do to promote this App to your target audience (user group)?
DL: “We are proud to say that we haven’t invested a single penny in promotion or advertsement for our App! Our App grew to more than 1,25 milion users via mouth to mouth promotion. Currently we are still growing at the pace of more than 1,000 new downloads on average per day.
We can reveal that we had a good hack to stimulate this process. We have about 750k free tickets per year, so we have loads of winners (high odds to win). All winners win 2 tickets so they can invite a friend. As the tickets are distributed in your I’M IN App, the initvitees have to download I’M IN to be able to use the ticket.
Also we are very fortunate that we are backed up by loads of influencers promoting our App on their social media. Well known deejays support our contests to win tickets for their shows.
At his moment we are being discovered by the bigger brands. They are starting to do campaigns on our App. Such as:
– win a private house party
– win a record player
– win a summer holiday
and various other campaigns with popular Millenial brands such as Desperado’s, Go Fun, Nike etc. etc.
All of these brands promote their I’M IN campaigns on their social media channels resulting in more promotion and users for I’M IN.”
Do you think Applepies (as worldwide rating and reviewing Online App Magazine) can have a certain role in this?
DL: “In my opinion Applepies can certainly play a role to promote certain events amongst the industry, investors and users. As there is so many Apps beiing released at the moment a bit of quality curation can’t do any harm :)”.
You as a visionair, what is your view on the new technologies of the digital smartphone (App) world. Do you think that within 1 to 5 years App’s will be indispensable?
DL: “Apps will be very common in our daily lives as they are now. I personally think that less Apps will be developed seperately, but the bigger Apps will be able to offer more. I strongly believe in API’s that can be integrated in 3rd party Apps. For example I’M IN has just started a cooperation with TMG Media in the Netherlands with a white label website and integration in third party Apps. We are currently working very hard to include our ticketing, game and calendar API’s on more web and mobile platforms.”
Are you currently (still) looking for investments or funds to finalise or optimize your App?
DL: “Yes we do! To achieve our goals and stay ahead of the (development) market, support our international growth etc. we are looking for more investment to make it happen faster than our organic way so far.”
Wat is the business model of the App (how does the App earns money?) Think of advertisements, premium subscriptions in the App etc?
DL: “I’M IN gets paid for campaigns by party-promotors (in App display and sell tickets) and stats to get some advertisement fees by bigger brands. We are looking to develop a paid premium membership for I’M IN.”
Last but not least is there anything you want to recommend other App Founders/Creators?
DL: “Stay focussed and NEVER GIVE UP!”