Launch each new hobby as its own app, run by a small independent team

Yoav Sharon… to the second app is more than finding the product market fit. It's basically proving that you have a repeatable way to create value. And what we do at Simply we learn, we always listen to our users and we saw that our audience is not single users and this is it. In many cases, they are part of a household and in that household there are many passions for creative hobbies. People want to play the guitar, people want to sing, to cook, to draw.

Yoav SharonAnd we always start by really understanding what the pains are, what the real needs, what limits people like for you Jacob Black, it was kind of hard to learn from a box, from a non-interactive way to try to pick up at the age of 12. It doesn't know anything about you at that point. So, trying to understand what limits people from learning a certain hobby and then forming a multidisciplinary team, we call them pods that basically tries to build a product offering and nail down that value proposition that actually meets that needs. And we use our playbooks that we try...

Yoav SharonOf course, we have those playbooks, the early growth playbooks and the early customer discovery playbooks and it's not always the same like you mentioned, but we apply the same principles across all of our apps. And first principle thinking and we'll talk about other principles in a second, but it's definitely a hard task. It's not reveal to translate your success. And today we have already, I mentioned earlier all the apps, but Simply Piano is a …

David BarnardWhen you launched Simply Guitar, and this goes to the cannibalization question, did you promote it inside the piano app or did you use what you learned scaling Simply Piano and do almost like a parallel motion to scale Simply Guitar?

Yoav SharonParallel motion, we only do these promotions when it really serves our users. Meaning, where we feel that actually... so I'll tell you even an interesting example. We heard from many Simply Piano users that we understood that when they play, they also sing. So, we added in our library of, we have library of many songs, a lot of licensed songs, we added an indication for those pieces that we also had the same piece in Simply Sing so that a person know, okay, I can learn how to play this on my piano and my spouse can increase our confidence in singing this and we can sing and play together or I can do it by myself. So, only when we do feel that it gives value to each of the apps, we do this type of promotions.

Yoav SharonWe do have one angle and we can talk about it separately where we do promote our bundle, all of our apps, but this is definitely separate. When we start, no, we always start with our playing our independent growth playbooks.