If you want to really become a wise person, make a call to the unicorn of desires, and comprehend those knowledge of the master, then you have to find your teacher-mentor - this is a guru. It is in a thin face between your subconscious and astral. In the astral the most cute, calm and wise, the creature is the unicorn. If you want to gain wisdom and the same in patience, you need to know how to call a unicorn, go with him to contact and after this, you will achieve the necessary knowledge.

If you decide and want its location and teachings, you must prepare. To do this, prepare your consciousness so that you can work with thin matters of spiritual. But for this, you will need to go through a special course on the exit from your body and your own consciousness. Esoteric information is very much. Read, prepare and you can try to call the unicorn at home. Practice meditation daily, so it will be easier for you to go to the complex.

How to call a unicorn desires during the day

Since you are still a newcomer in this matter, for the first time you do not leave yourself in the astral without special preparedness and lack of knowledge. Before getting out of the material world to astral, you need to consult with a person who has such experience already. You can even make the first journey together. Let him take you into this unusual "road" and will show you another, the other world.

Not worth it and forget that the astral is neither hell or paradise. This is a subconscious world. Those creatures that live in this world are not always welcoming to guests who looked into their world. Some of them will be very dissatisfied with your intervention. Before going to this world, you must understand that only with clean and good intentions you can get there. It is also necessary to be able to stand up for yourself, falling into a different world of creatures.

Before your journey to the world of endless sensual information, free yourself from any fuss, be calm and relaxed if you want to get answers to your questions. If you have a negative energy from you, you do not get answers, and you can also suffer from energy creatures, the call of the unicorn of desires can be crowned. He very thinly feel all this. Therefore, be prepared for everything. You can even clean your karma before reaching a long journey. For these reasons, you need to be clean and bright in the shower. If your energy is not fully cleaned, then you can forget how to cause a unicorn. He just will not meet with you and you do not achieve the wisdom in which you need.

Surely you know this favor of Ezopa:

"The turtle and hare argued which of them faster. They prescribed time and place for competition and diverged. But the hare leaning on his natural disqurance, did not try to escape, and lay next to the road and fell asleep. And the turtle understood that she was moving slowly, and therefore fled without a breather. So she overtook the sleeping hare and received a victorious award. "

If briefly, the fable shows that it is often difficult to take over the natural abilities when they neglect.

But what have the unicorn here?

The key line of business of the venture company Institutional Venture Partners (IVP), founded in 1980 and today with a foundation in $ 1,000,000,000 - investment in the so-called "unicorns" (Unicorn). This term was introduced in 2013 by a venture officer and the founder of the company COWBOY VENTURES EILEN LE (Aileen LEE). "Unicorn" she called the company that reached billiona capitalization.

About 30,000 new businesses appear annually, but only a small part of them (10-15) will be estimated at $ 1,000,000,000 and higher.

Since 2003, 39 such companies have emerged, the main directions of most of which are Internet and software. IVP was lucky to invest in 7 of them.

There are 5 signs that the company is "Unicorn" in front of you:

1. Big market
2. Great team
3. Differentiated product
4. Hyper-growth
5. High retention indicator

Most entrepreneurs believe that growth is that it is really important, and all efforts and funds should be sent to him. Venture capitalists are confident that in the long run, retention is important: whether your product provides a high level of user involvement and irresistible interest.

We illustrate this idea by example:

Let's say, there is a company A (schedule on the left) with a fairly rapid growth: 10,000,000 users per month. Their monthly retention coefficient is 90%, which is very good. 3 years later, if you look at the schedule, they reach their limit - a little less than 100,000,000 users. On this, their growth almost stops.

Now consider the company B (schedule on the right). Growth occurs 2 times slower (5,000,000 users per month), but the coefficient of deduction is 99%. As a result, they overtook a company A: The number of users after 3 months reached 150,000,000 and continued to increase the very rapid pace.

The table below reflects these two different situations:

The company may have either slow growth (Low Growth) or fast (High Growth). The retention coefficient can be either low (Low retention), or high (high retention).

If you have a slow growth and a low retention rate, you will not come to anything ("Lenizen" - Sloth). If you have a rapid growth, as in the example with the company A, but a low retention rate, you will get away very quickly from the forces ("Hare" - Hare). If you have a high retention rate, but slow growth, you are slowly, but rightfully come to your goal ("Turtle" - Tortoise). And finally, if you have a miraculous way at the same time a high retention rate and rapid growth, you have every chance to become a "unicorn" (Unicorn).

Now consider it on several real examples.

Plaxo is one of the companies of the Silicon Valley, founded more than 10 years ago. The company developed pretty quickly: after 4 years since the founding, the number of users reached 10,000,000 users, which at that time was a very cool indicator. It was in a sense annoying service, daily throwing users with requests for updating information in its address book.

A year later, LinkedIn appeared. Initially, it developed more slowly than Plaxo, but ultimately:

The increase in the number of LinkedIn customers from 2003 to 2013.
Vertical scale: total number of customers (in million)

According to these graphs, it can be seen that in 2005 Plaxo were much more successful LinkedIn. Now, LinkedIn is out of all competition - the company is estimated at $ 22,000,000,000.

It was how you could guess, an example of the "turtles" and "hare."

Thus, even if you are far behind a competitor now, focusing on the deduction factor, you will be able to form a much larger business in the long term.

Now a couple of more recent examples:

Top schedule: The number of unique visitors of the Viddy service per day.
Lower schedule: the number of daily active users (percentage of monthly active users).

Viddy at one time was a very popular application, something like instagram for video. The amount of every day (Daily Active Users, Dau) Viddy, just a month after launch, has more than 3,000,000. But despite the fact that Viddy has really quickly increased the user base, the retention coefficient was very low. Soon new users have become less. The number of daily active users has decreased, which indicated low involvement. The results were even worse than the company A in the example above. Thus, this is also an example of the company "Hare".

And finally, an excellent example of the "unicorn" - WhatsApp company. For the first 4 years, the number of their users has grown to 400,000,000. But even more importantly, 72% of the monthly of active users of the service use them daily. It is much more likely than in the case of Facebook, Instagram, Twitter and Snapchat.

Schedule on the left: Unusually high growth of WhatsApp users during the first years after starting in comparison with Facebook, Twitter and Skype.
Schedule on the right: an incredibly high indicator of Whatsapp users involving. The number of every day active users (percentage of monthly active users). Comparison with Facebook, Snapchat, Instagram, Twitter.

It is quite obvious that it is better to be a "turtle" than the "hare." However, if you can become a "unicorn", it is even better. These are those companies in which you want to invest.

Formation of habits

Speaking about a good retention ratio, venture capitalists expect to see the following 4 points:

1. Excellent product (trigger)
2. High frequency of use (action)
3. Infinite variability (reward)
4. Increased product value since (investment)

It almost completely coincides with. You have a trigger, which is often the result of an excellent product; Action - Users interact with the product daily; award - here comes to help endless variability; and the investment phase is what ensures the high value of the product for the user over time.

Consider each of these 4 points in more detail.

1. Excellent product: eliminate the "pain" of the user

The best entrepreneurs focus on solving user problems. They seek to create a product in which those really need. And this product should also be authentic. The most successful businesses are often created by entrepreneurs who satisfy their own needs and desires and decisive their own problems. They know a lot about their market and truly understand their customers.

One example of such a company is Dropbox, the founder of which Drew Houston (Drew Houston). Somehow he was driving on a bus from Boston to New York. It turned out that he left the USB flash drive and could not complete his work. At that moment, the idea of \u200b\u200bcreating a cloud storage service was coming to him, which ended up in the Dropbox product.

Similarly, the idea of \u200b\u200bFacebook came to its founder Mark Zuckerberg (Mark Zuckerberg), and the idea of \u200b\u200bUber - Travis Calanik (Travis Kalanick).

2. High frequency of use

You must create such a product that will be used as often as possible.

On the matrix below you can see how often people interact with the application of a particular category and how long they use each of them:

Vertical scale: frequency of use (once a week)
Horizontal scales: customer retention for 90 days

Obviously, everyone strives to ensure that the product has a high frequency of use and high retention rate. However, really achieve a high frequency of use are capable of applications that need to be used every day. These are applications from categories Communication, Social Networks, Entertainment, Social Games, etc.

Venture capitalists are often arranged by mobile applications "First Screen Test" (FIRST SCREEN TEST). They want to know if the product is so important to people and whether they will use it as often to arrange it on the main screen of their smartphone. The mobile device screen has a limited space and accommodates no more than 20-30 applications (except when users sort the same-type applications in the folder). Your goal is to become one of these services on the main screen.

The reason why the frequency of use is so important is related to the concept of "Forgetting Curve" (Forgetting Curve). The author of this concept is the German psychologist of the 19th century Herman Ebbinghaus (Hermann Ebbinghaus). The essence is quite simple: the main part of the information is forgotten in the first few hours after memorizing.

Vertical Scale: Knowledge stored in memory (in%).
Horizontal scales: repetition 1, repetition 2, repetition 3, repetition 4, repetition 5.

Based on the Ebbigangauz curve, he proposed an effective procedure for learning, which consists in multiple repetition of information at certain intervals.

Remember yourself at school. Many of us started the repetition of the material passed in the lesson only the day before the control. As a result, the results were usually unsatisfactory. We just forgot the lesson passed 8 weeks ago.

The Ebbigauz method involves a multiple repetition of the material immediately after studying it. People participating in the world memorization championships are able to remember this way a whole deck of cards and not only.

What does all this have to do with startups? If someone downloaded your application, let's say, the application from the category "Travel", and did not use it in the first or second day, it is impossible to expect that he will remember him six months / year. You must provide repetition again and again.

With that, like no one copes with one of the IVP portfolio companies - Care.com. For five days after registration on this portal, you get 10 emails from them. Despite the fact that the user has already registered and paid, the company also wants to provide sufficient involvement in the service, so it sends these letters. Yes, it reminds a little spam, but if you don't do this, with a large probability, they will lose the user when it comes to renew the subscription after 3 months.

3. Infinite variability

Most of the apps with a high retention coefficient are those that are constantly changing. That is why we are constantly checking the weather, news, messages. Users should want to return to your service, because they wonder what they will see there.

An example here can serve as a flipboard - service that combines social networks and news resources. This site is a direct demonstration of constant variability, thanks to which users are constantly returned to the service.

Games in social networks possess the greatest variability. Below you can see a chart that demonstrates the number of monthly active users of the Zynga online games. As we can observe, this number decreases with time:

The largest yellow segment on the chart represents Farmville game users. Initially, this game had a huge involvement of users, but over time they are accustomed to it and, due to the lack of change, they quickly lost interest.

Thus, it is important to make sure that you often monetize your product during the first few months and / or release new games.

Draw Something game is another example with a similar story. Interestingly, in addition to high growth, she also had one of the highest retention rates of daily active users. People returned to the game 5-10 times the day during the first few days. However, despite the fact that she had a high performance indicator and high growth, her variability was finite - people did not want to play it in a month or two.

4. Increased product value over time

The longer the user interacts with the service, the more he invests its time and other resources, the more important it becomes for him.

A wonderful example of this is Dropbox, as well as Evernote. Below you can see their famous schedule resembling a smile. It demonstrates the statistics of returning users:

Horizontal scales: the time passed from the moment of registration (1 year, 2 years, 3 years)

Evernote noted that as soon as the user was registered on their service, the frequency of use during the first three months has dropped sharply. However, over time, after about a year or two, the frequency of use again began to grow. The reason is that users began to get used to it. They lagged into the service more, as a result of which he became more valuable for them.

Right metrics

When contacting venture capitalists, it is extremely important what kind of metrics you will demonstrate. Great, if you have the same schedule as Evernote. However, in most cases, companies start far from such good metrics.

Often the developers of mobile applications in this case are saying something like: "We have 200,000,000 downloads." This is a spectacular statistics for the press, but no more. In fact, it does not mean anything. This is the same if someone said: "Here is so many people visited my site over the past 10 years."

Focus its attention should be shifted towards active users - people interacting with the service on a daily basis. This is perfectly from Facebook:

For the last quarter of 2013, the daily number of Facebook users amounted to 757,000,000 people. This is a very good user activity metric for venture capitalists.

The second thing you should demonstrate to them is a cohort coefficient. And this can be done using the graph below:

Vertical scale:% of users returning monthly
Horizontal scales: the time passed from the moment of registration (0-12 months)
The outflow of users is initially high and then gradually decreases. This suggests that the remaining users are more likely to continue to enjoy the service.
Over time, the company can easily cope with the outflow of users. With each new cohort outflow of users at each stage of their life cycle, it becomes less and less.

This schedule was created by David Scott for SAS companies. You can use it for any type of business (Internet, SAS, etc.) to demonstrate how many people are returned to your service or continue to pay.

This example presents data on registered in January 2011 (lower blue line). After 12 months, 55% of them were still active. Over time, the company's indicators have become better.

With the help of another schedule belonging to Mixpanel, you can show the degree of involvement of your users. Especially good it is suitable for mobile applications. This schedule demonstrates how often or how much time users spend in your application - that is, not only whether they are returned to him, but whether they devote their time and other resources.

The use of social application has a linear progression; Approximately 25% of people use the application only 2 hours a day, 15% use it 3 hours a day, and so on. 20% of dependent users interact with an application for more than 8 hours per day.

In this example, about 20% of users are carried out in an application for more than 8 hours per day. You can say with confidence that we have an application causing.

And finally, one of the most important metrics - income (Revenue).

Very often companies focus on profits from the very beginning, and this is what they show venture capitalists. It may look either really good or really bad. It all depends on whether you are immersed below that they demonstrate these common numbers.

Below is a graph for a hypothetical company showing a fairly good profit growth:

Vertical Scale: Income

Even below, you can see another such schedule, but it shows the profit from the cohort for a certain period of time. We see that the same users who registered in January 2012 still pay the same amount in two years later:

Vertical Scale: Income
Horizontal scale: time period

Thus, before us is a model of income with a high retention coefficient. This company knows that when they register a new user, he will remain with them.

On another similar graph below, we see a completely opposite situation. Here income from cohort users is reduced over time:

Vertical Scale: Income
Horizontal scale: time period

This company loses its users. The only reason why they remain afloat is that many new users are added monthly. But it will not last forever.

Thus, thinking about income, try. Strive to become a company "Turtle", and ideally, the Unicorn.

At all times, people believed in the existence of unusual animals. These creatures, our ancestors often endowed not only an unusual appearance, and in the ability. Among popular mythical animals are a graceful handsome unicorn.

Who is the unicorn?

In myths, he is one of the most mysterious characters. Unicorn is a mythical creature, symbolizing chastity. Externally, it is very difficult to confuse with anyone, since its distinctive feature is the exit from Liba Rog. In the rest, he resembles a beautiful graceful horse. The most unusual representatives are a fabulous flying creature and a black unicorn.

Unicologists are taken to be very powerful creatures that can easily elude hunters. Their speed amazes, because they are faster than ordinary horses. In addition, they can fight an incredible force and almost always from battles winners. The unicorns are forced to fight to survive, because for their priceless horns to always hunt a lot of people wishing to master magic. It is known that the horns of these unusual creatures can save even in poisoning. They are often used in powder form.

Unicorn - who is he in the Bible?

Even on the pages of the Holy Scriptures, this creature can be seen. However, the unicorn in the Bible and mythical creation has nothing to do. Thus, spiritual literature suggests that this is a buffalo, a bison or a tour from the Old Russian chronicles, a wild bull, extinct centuries ago, which can be considered a hedle of home bulls. Hebrew transfers are a creature and are called a rhino. But no matter how animal it is in reality, it is obvious that we are not talking about the mythical, but about the real animal that has ever dwell on Earth.

Unicorn in mythology

The oldest myths about the unicorn are told about the creature with a horn on the forehead, which was a satellite chaste the goddesses. Graceful mythical creatures The unicorn were very freedom-loving, but when there were virgin girls, they became submissive and immediately lay down to their legs. Catch a clever animal is not easy, and you can only hold with the help of a gold bridle. A magical creature horn was often attributed to miraculous properties.

Are there unicorn?

Definitely answer the question, there are unicorns in our time and have ever lived at all, difficult. However, some researchers argue that such creatures really inhabited the Earth. At least, there is an opinion that the unicorn lived in Korea and they even rode the rulers of the country. Local scientists have provided evidence that shook the whole world, because before everyone was sure that the unicorn is only a fictional fabulous character.

What does a unicorn look like?

Often the unicorn in real life is a creature with a body of a horse and a big horn on the head that grows between eyes. This horn is long and straight, and sometimes - twisted on the spiral. There is similar not to the horses of individuals, but on the goats with a beard. Sometimes such creatures are depicted with large wings like a mythical pegasus. Another distinctive feature of the unicorn is a thick long mane.

The ancient Persians believed that the unicorn had the form of a large three-year beast, with nine mouths, standing in the midst of the ocean. This creature allegedly protected marine water from different contaminants. The Jews were confident that the unicorn had the size of the mountain, on the slopes of which the whole herd of sheep could fit. The unicorn of Slavs is a huge horse of honey suit with a great horn of Indrik.

What are the unicorn?

There are such types of unicorns:

1. European Unicorn - High-grade-free gray creatures, with a small horn - 15-20 centimeters. Very strong, but too slow.
2. British - The largest among all kinds. The creature has a powerful body of a white horse. British representative white horn with silverness.
3. Indian - The tail of this creature resembles a lionin, with a thin tassel at the end. His horn is long and thin, has a silver or golden color.
4. West - Volnaya and wayward horses. In no case will not suit the person, but if you feel the danger, they can attack the horn. These creatures are very hardy and can overcome the long path in hot weather.
5. Rainbow - Very beautiful and rare species. In comparison with the sizes of the body they have long legs. They have a white or gray color. It is less likely to meet a black unicorn. Wool of such creatures is not very thick for the reason that they love to live in warm climates.
6. Black - individuals of this species are found among other representatives. Among them are the winged unicorn.
7. Winged - Often they are called the mix of the unicorn and hypogriff. However, there are such researchers who are confident that this is an absolutely independent view of animals.
8. Unicorns-beams - the most dangerous of all existing species. It is difficult for them to be among people and non-agricultural creatures. For this reason, they dwell secluded in difficult forests. It is believed that the blood of the unicorn is very poisonous, and therefore they never hunt.
9. Mirror - Some of the most beautiful. Wool creatures so tightly adjacent to the body, which is capable of creating a solid layer and each hairs becomes as if mirrored. As if the mirror can reflect the light and a beautiful mirror horn of the animal.

Where did the unicorns live?

There are among us those who are interested in where the unicorns live. Depending on the species, one or other habitats of mythical beings are called:

1. The smallest unicorns live in thick remote forests of medium latitudes.
2. Silver - dwell in the thick forests, and try to never come across the eyes to people.
3. Dark (black) are among the most mysterious. About their habitat is unknown.
4. Indian live in the forests of India.
5. British inhabit the forests of the UK.
6. Unicorns-demons live secluded in dark raw and necessarily difficult forests.

What do unicorns eat?

This is not so important, the essence of the fictional or real, it must be supplied to something. The mythical unicorn can grow beautiful and strong only under the condition of a balanced full-fledged diet, which includes a daily kit of feed and additives, which provides the need for an animal in nutrient and biologically active substances. Just as insufficient, excessive food will be harmful to him. Graceful beings are very like to consume the inflorescences of rosehip and other forest gifts.

Legend of unicorn

There is not one beautiful legend about the unicorn. In Germany, there is a belief, according to which animals of Isngorna sometimes lived on their lands. They allegedly lived in mountain arrays. Until today, Ainhorhol cave has been preserved. The legend says that in that cave once dwells the leader, to which people often appealed for help. However, it really did not like the local cleric and he decided to call her witch and demand to burn her.

When he arrived at the cave together with the Guards, he saw a small born woman. All in anticipation of light victory was laughing together. However, suddenly in front of them appeared one-country animal. The unicorn bowed to the woman, she climbed to him on his back and immediately dissolved. The soldiers tried to catch up with the witch, but the unicorn appeared, then disappeared again. The monk at some point was able to put it on, but the earth opened under him, and he fell into a pit.

Books about unicorns

Thanks to interest in these unusual mythical beings, cognitive books about unicorns appeared:

1. "In search of unicorn" Eslava Galan Juan. The famous Spanish writer offers readers to plunge into the Middle Ages and together to find the magic unicorn and try to prepare the healing drug from his horns.
2. "Valley of Unicorns" Rosie Banks. An interesting story about the adventures of three inseparable girlfriends, which were in the secret kingdom.
3. "Master of Hunting for Unicorn" Anna Malysheva. A fascinating story about a mythical creature from ancient tapestry, which can carry a real threat to everyone who will open hunting.
4. "Damned Unicorns" Robert Shekley. The author tells the legend about the one-country creature with an extraordinary magical force.

Cinema about unicornations

Realistically describes the power of the unicorn and in films. Among the most popular kinocartin about the mythical creature:

1. "Journey unicorn \\ Voyage of the Unicorn". When the sisters hear the voice of the mother, then make a decision together with your father go to an extraordinary journey. They are waiting for many adventures. Kinocarten heroes will be made friends with dwarves and elves, as well as to be on a fabulous island.
2. "The last unicorn \\ The Last Unicorn". The film tells about the magic country in which the unicorn dwells. This excellent creature was known to the secrets of magic. Once the animal learns that all his relatives are extinct and he can be the last unicorn.
3. "Virgin suicides \\ The Virgin Suicides". Kinocartina tells about the family in which 5 teenage girls are growing. After one of them makes suicide, the remaining local residents are arranged by surveillance.