Fight Out - The 6 roads to 1 million users

Jack Hughes
April 18, 2023

Oh no, the growth guy’s on the mic. 


1. Passionate early fans will lead the product

2. We’re having awesome conversations with the biggest companies in the field

3. We know what we’re doing

4. There’s a big old hole in the market

5. Multi faceted product

6. Mega marketing plan

In short, we’ll hit the massive number by delivering on macro and micro goals over a consistent period of time, based on not overstretching but by continually reaffirming lessons we’ve learnt from the beginning. And when we have enough people who love us, we’ll just open the floodgates. Sounds like a plan right? Well here’s the breakdown/oversight of why it’s achievable.

  1. Involve people early

There’s no point in inviting people to a theme park with one terrible ride that could ultimately injure you and there’s a creep selling tickets. In app terms, this metaphor essentially means we need to educate people on our mission and explain that the earliest versions are the foundations of everything, and that perfection will not happen overnight. Simultaneously, there needs to be some common ground whereby we meet the required hygiene of efficiency when it comes to developing a product that our users want. 

We’re building a community. We want people in our community to use the app early and let us know if it’s what they’re looking for. We want these people to let us know if there are major tweaks that would make it way better. We want these people to like it enough that they invite other people into the Fight Out world and essentially say ‘I helped build this cool product, I was one of the very first users!’

Not involving early adopters involved in the development of the product and the company overall has led to the downfall of countless B2C apps, Fight Out will not be one of them.

  1. Playing with the Big Boys

We’ve known we’ve been onto something for a while, the conversations we’ve had with the biggest institutions in this field we’re playing in have done nothing but convince us of this. We can’t say too much because there’s some sensitive information at stake, and if we accidentally reveal anything we’ll be ousted overnight. It doesn’t take Sherlock Holmes to look at the biggest potential partners and figure out who we’re talking about here…

When I worked at Sweatcoin, we were a bit of a gimmick until the NHS started speaking to us, and then it was UNICEF… and then some of the world’s biggest media partners.

You know when you’re doing something right when those conversations become more and more frequent.

  1. Expertise

I don’t know what the perfect organisational structure looks like, but I know what bad ones consist of, and this isn’t one of them.

We have a guy at the helm who consolidates the strengths of the team and funnels them into the direction we need to go in, we have a growth guy obsessed with MMA, two junior dudes obsessed with crypto, community and all things digital, a dev team who can produce the goods within deadlines and the industry backing of the UK’ biggest Web3 accelerator programme… I'd say we’re off to a great start. 

There’s no overdone hierarchy, there’s no callous application of thoughts or theories to the overall designated workflow, everything is calculated efficiently but not to within an inch of its life. At this stage moving forward at a good pace is beneficial to overtalking and potential stagnation. 

Did I mention we’ve raised over $6m? Well I just did. So we’re not going anywhere soon, we’ll be here for years to come.

  1. The Right Time For The Right Product

I’ve played fantasy games before across lots of sports, but not MMA. I don’t know why. First feeling is that there must be a reason there’s not, some logical explanation. When I google them or ask a friend I get versions of what I’d like to see, or an ad to select a team in another sport… but MMA is totally restricted.

The UFC was bought for $4bn in 2016, and up until this point it was seen as something quite underground. Even for the MMA purists and watchers like myself, it was an isolated world with the occasional friend asking if I think ‘that Irish guy will win this weekend’. $4bn was seen as a ludicrous amount of money.

Since then this world has exploded, and the technology and B2C access has not been able to keep up, and that’s putting it politely.

Fight Out brings to the table the product framework and passion people like me have been looking for. I'm essentially helping build and grow something I want to play with my friends, and perhaps the other 500m+ worldwide MMA fans.

If not now, when, if not us, who? 

  1. Keep building 

I think the key to getting it right is to perfectly balance relevant improvements to the thing people came for with exploratory new ideas that will heavily improve that experience. Not exactly Steve Jobs-esque visionary stuff, I know, but how many times have you deleted an app off your phone as it’s cumbersome and it’s changed what you liked about it before you loved it? This won’t be us. 

As we open up the hook features to a wider audience through marketing, we’ll spend a great deal of time absolutely nailing down new features around community, P2E, M2E and so much more, allowing users a chance to grow within Fight Out and keep it on their mobile’s home screen.

  1. The Back End Of All Marketing Is A Giant Terrifying Spreadsheet

Any magical marketing campaign begins with a spreadsheet that grows arms and legs based on theories with applied logic. There is a spreadsheet that exists within Fight Out with the exact plan of action with regard to the one million users. It’s not just a slideshow with Gifs and random rockets either, promise. Ok there’s a couple of rockets…

Spending the money we have correctly at the right time is vitally important. Crunchbase, Tech news etc are all filled with articles of companies who’ve spent wildly in year one and ended up going bust in year two.

Data is widely available to construct campaigns across digital marketing, with estimates that should theoretically be within 10-15% accurate. As Facebook, Tiktok etc grew to be the algorithmic powerhouses they are today, the ability to construct campaigns to find a ‘true’ audience for your product has never been easier, but expecting said platforms to do all the work for you is nonsensical.

You have to build campaigns that work to address a variety of different factors headlined by annoying acronyms like LTV, SOV, CPA, CNVR% etc. If you create an awe inspiring TV ad, does that mean people will even download? If people love the product, will they want to invite their friends? If so, how many?

The list goes on and on, but so does the spreadsheet so we’re all good.

A good marketing campaign will invent awesome ideas and try and match them with the product, an awesome campaign will take the awesome features of the product and discuss them creatively in perpetuity, whilst navigating the where’s and what’s and with who's. 

We’re aiming for the latter at Fight Out.

Jack Hughes
Jack has led growth at some of the world’s fastest growing companies