It's obvious that startup time is important for apps, but quantifying, measuring and analyzing startup time on a continuous basis isn't. In this talk, we start up with a concrete definition of coldstart and describe techniques to measure it both as a part of continuous integration and from the field. We then look at how to visualize and analyze this data using standard Android performance tools and visualization tools we built. And to end it off, we talk about some strategies we've used to optimize the startup process.