Jon Kell: From UK Origins to US Expansion | SIC 2024

Discover how Yoto, a pioneering UK brand, is transforming children's audio experiences in the US with its innovative, screen-free audio players. Join VP Marketing Jon Kell for insights into their origins, growth and successful transatlantic journey.

1. From UK origins to US expansion: fostering children ’s independence through audio.

2. Yoto Originals Original creations and co-creations We create unique audio experiences in-house and with award-winning collaborators. The Audio Platform for kids Yoto powers kids’ curiosity, creativity and imagination, with carefully connected products that puts them in control of what they explore Licensed Licensed content from our partners We license audio content from independent creators and some of the world’s best rights holders. Yoto Player The smart speaker that kids control A world of imagination in your living room. Or bedroom. Or kitchen. Yoto Player fills your home with inspiring audio and lets kids lead the way. Yoto App Play your library and use family features Parents can play their whole library wherever they are, whatever they’re doing. The Yoto App is also packed with free audio and features for family life. Yoto Mini The portable player for every adventure Give kids the freedom to explore their imaginations as they explore their world. Because when imagination strikes, adventure awaits. Yoto Cards Unlocks a world of inspiring kids’ audio Yoto Cards give kids the freedom to explore their favourite audio without using a screen . Make your own A canvas for your family’s creativity Make Your Own Cards let you create audio that’s unique to you and yours. Record your own bedtime stories, make mixtapes, or stream radio and podcasts. Yoto Club Our VIP membership and subscription Get Yoto Cards delivered to your door each month, plus a suite of exclusive perks and benefits. CONTENT DIGITAL SERVICE HARDWARE Yoto Radio Our 24 hour, family-friendly stream Yoto Daily Our daily podcast hosted by Jake … and accessories … and digital cards

3. Let’s take it back to the start 2024 2023 2022 2021 2020 2019

4. Pre-launch $ 19k revenue $3.2m Seed fundraise Yoto Player Kickstarter edition sells out Brand and marketing strategy New visual identity New website Packaging Pre-Launch Comms 2019

5. Data is great…when you have it Gut instinct was required Segmentation and targeting done incorrectly Forecasting and budgeting Planning with small budgets

6. Developing visual brand

7. Product design and branding

8. Product design and branding

9. Product design and branding

10. Product design and branding

11. Product design and branding

12. 2020 The Launch

13. Launch of Yoto Player (2nd Gen) - UK, US, FR $3.9 m revenue $1.3m marketing spend (33% revenue) - 70% performance Covid!

14. Importance of strong creative* in spite of small budgets Differentiation from other kids brands In-house strategy and creative * Peter Field ‘Cost of Dull’ helped prove this later on - need for ESOV with dull creative (our category costing 16.5 extra for dull creative for same effect) Culture of strong creative from the start

15. We built a community!

16. Facebook community - source of good and evil Loyal audience Great for research Lower CACs

17. *Data from 2023 marketing mix modelling Impact of community on growth drivers* * growth drivers from 2023 MMM

18. 2021 Expansion

19. Yoto Mini Launch $16.5m revenue $4.1m marketing spend (25% revenue) - 65% performance Series A ($17m) Adventure Jackets launched Launched in Canada & South Africa Expansion

20. Over time added accessories to help drive LTV, margins and brand awareness.

21. David vs Goliath Outthink if you can’t outspend Focused targeting approach Incredible customer service (happiness) PR and influencers

22. $33.4 m revenue $4.3m marketing spend (13% revenue) - 73% performance Lots of pivots Road to profitability 2022 - A c hallenging year

23. We were flexible Don’t die on your sword…it’s not worth it! Don’t be afraid to pivot - sometimes you have to Stretching budgets Thinking beyond the obvious

24. 2019 2020 2021 2022 2023 2023 Sustainable growth

25. Yoto Player (3rd Gen) launch $63.4 m revenue $8m marketing spend (12.6% revenue) - 80% advertising (of which 75% performance ads - 60% performance ads v total spend) Series B - $22m Sustainable Growth

26. Not just influencers helping us Content partnerships Brand partnerships Side note on celebs Borrowing fame and credibility

27. Creating apparent ubiquity without the budget ‘Yoto in the Wild’ Sponsorships A note on me asurement challenges

28. Expanding the channel mix into 2024 and beyond

29. The Soundtrack to Childhood