cam davies - sizing, growing, and evolving your market
TRANSCRIPT
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SIZING, GROWING AND EVOLVING YOUR MARKET
CAM DAVIESMIOVISION
@camdavies
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OUR CITIES HAVE A PROBLEM
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1950 1960 1970 1980 1990 2000 2010 2020 2030 2040
GROW
TH R
ATE
GROWINGGAPPOPULATION
INFRASTRUCTURE
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CITIZENS AND CITIES INTERACT MORE ON ROADWAY NETWORKS THAN ANYWHERE ELSE
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COMPREHENSIVE DATA SET
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SILOED AND UNCONNECTED
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BILLIONS SPENT EVERY YEAR
$90B+ IN THE UNITED STATES
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GUT FEEL
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NO SOUP FOR YOUDATA
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SOUND FAMILIAR?
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SO ANGRY!
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HYPE CYCLEInternet of Things
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Ridiculous
UselessUseful
Practical
Zone ofAbsurdity
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It’s just how we do it.Plus, people shoot things.
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We’re sorry, but you need to fill out an application to
apply.It was due yesterday.
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DGRADE
91BILLION
170BILLION
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FUNNY HA HA FUNNY HA HA
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WHERE DO WE START?
HUGE OPPORTUNITIES.
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CREATING INFORMATION WE COULDN’T IGNORE
HOW FAILURE HELPED US FIND THAT INFORMATION
INCREMENTAL STEPS VS.BIG RISK, BIG REWARD
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Traffic
Bounce
Time on Site
Pages Viewed
Form FillsOpen
Rate
CTR
Re-tweets
Likes
Comments
List Size
Lead Score
Downloads
Page Rank
KeywordRank
Impressions
Event Traffic
Media Pickup
Funnel Velocity
Are we going to hit
our number?
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What should the number be?
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DON’T BE A NAVEL GAZER EXTERNAL METRIC
STRATEGIC THINKING
SHARED WORLD VIEW
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TOTAL ADDRESSABLE MARKET (TAM)THE WHOLE POTENTIAL MARKET
SERVICEABLE AVAILABLE MARKET (SAM)REACHABLE MARKET
SHARE OF MARKET (SOM)CURRENT REVENUE
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WHAT IF ANALYSTS DON’T TRACK YOUR MARKET?
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CASE STUDY
Hey Cam,Sales reps tell me we’re plateauing.What are we doing to hit revenue this year? Next year?
Director of Sales
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CASE STUDY
My model tells me we’re on pace until the end of time.Is there a risk to revenue this year? Next year?
Financial Controller
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WHAT IF ANALYSTS DON’T TRACK YOUR MARKET?
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WHAT INFORMATION DO WE NEED?
SIMPLIFY INPUTSMAKE ASSUMPTIONS
CALCULATEBACKUP
QUICK QUERYHUMILITYREVEAL
ADJUST
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RESULTS
Shared World View
Shared Priorities
New Campaigns
Tracking the Market
Bottom-up Forecast
Identified Plateaus
Uncovered Opportunity
Information we Couldn’t
Ignore
Common Language
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EVOLUTION OF THE PRODUCTS
EVOLUTION OF THE COMPANY
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INFORMATION WE COULDN’T
IGNORE
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INFORMATION WE COULDN’T IGNORE
WHO HOLDS THE BUDGET?
50% MARKET SHARE
EVOLUTION NEEDED
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AIR TRAFFIC CONTROLLER OF THE MARKET
ABSORBED THE MARKET
SET THE PRICES
VALIDATED THE PRODUCT
WHAT DID WE LEARN?
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ORCHESTRATOR OF THE MARKET
CO-CREATE VALUE
SHARE SUCCESS
INCREMENTAL INSIGHT
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NETWORKMARKETPLACE
WORKFLOW
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DYNAMICALLY IDENTIFY PROBLEMS
TRACK PROJECTS TO PLAN
PROJECT UPVOTING
VIRTUAL TOWN HALLS
OPEN DATA
GET DATA TO THE DECISION MAKERS
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TRY FAIL
SUCCEED
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WOOD BUFFALO, AB
1:00PM | SYSTEM OFF
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WOOD BUFFALO, AB
1:05PM | SYSTEM ON
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WHAT DID WE LEARN?
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ROI
COST
RISK
$
$
$
$
CAPEX
INCREMENTALINVESTMENTS
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INFORMATION YOU CAN’T
IGNORE
IF YOU’RE NOT FAILING, YOU’RE
NOT TRYING
INCREMENTAL, COLLABORATIVE
STEPS
THANK YOU.