bisnode: marketing through apis
Post on 21-Oct-2014
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DESCRIPTION
A presentation for Bisnode's internal day around APIs.TRANSCRIPT
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Marketing through APIs
Annika Lidne@annika
for Bisnode 2012-02-01
Photo by @boetter / Flickr
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Annika Lidne
Current projects
annika
[email protected] | +46 (0)70 435 05 45
slides: slideshare.net/annikalidne
Annika Lidne
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Have you checked in here?
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Text
Photo: DonkeyHotey/Flickr
4sq. lets their users map the world.
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Then:
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Now:
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This used to be your customer
Photo by Loop_oh / Flickr
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This is your new customer
Photo by JForth / Flickr
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Foto
av
Pete
r Kam
insk
i / F
lickr
Important culture shifts
“More companies are discovering that an über-connected workplace is not just about implementing a new set of tools — it is also about embracing a cultural shift to create an open environment where employees are encouraged to share, innovate and collaborate virtually.”
Karie Willyerd & Jeanne C. Meister, HarvardBusiness.org
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“Networks are sentient social objects. You can’t reach me if you don’t reach my network.”
- Mark Comerford
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Consciousness
Content
Visibility(SEO / SEM)
Trust
Validation
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The new breed of companies
Photo by gretcurtis/Flickr
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APIs is
THE NEW BLACKfor governments &
authorities
Their free APIs can compete with yours.
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Time frames
Independent dev
CorporationIDEA!
IDEA!
1 w 2 w 3 w
1 w 2 w 3 w
Proposal MEETING
Coding
TESTING
LAUNCH!
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The Age of the Ecosystem
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The micro blogging war
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An API horror
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Photo by leyink / Flickr
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Photo by Laughing Squid / Flickr
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Making friends fast
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Nail the pain
1 2 3 4 5Nail the solution
Nail the market sty
Nail the biz model
Scale it
SELLSTEP 1: Write
down monetizable pain hypothesis
STEP 2: Write down Big Idea
hypothesis
STEP 3: Quick test hypothesis
STEP 4: Quick exploration of
market dynamics & hypothesis
Pre-test: Develop Minimum
Feature Set Hypothesis
Test 1: Virtual Prototype Test
Test 2: Prototype Test
Test 3: Test Solution
During test 1:Customer buying process discovery
During test 2:Market
structure discovery
During test 3:Pilot customer
dev
STEP 1:Predict biz model
with customer data
STEP 2:Predict biz model
with customer data
STEP 3:Iteratively launch
business
STEP 4:Monitor biz with continiuos data
flow
SELL
SELL
SELL
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The most misunderstood internet meme:
“Fail fast”
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How to win‣ Good, well-documented API
‣ Easy to find through API-sites
‣ Price for win-win
‣ Market it!
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“The illiterate of the 21 c won't be those who can't read and write, but those who can't learn, unlearn, and relearn.”
Alvin Toffler, futuristPhoto iStockPhoto
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Thanks for listening!
Current projects
annika
[email protected] | +46 (0)70 435 05 45
slides: slideshare.net/annikalidne
Annika Lidne