Goal: Create sustainable competitive

differentiation through successful products

/ services

#MarketHacking

Who is this dude?

20+ yrs tech/media/advertising (9 yrs at Yahoo)

Marketing, product, strategy, ecosystem

Founder and Advisor

USC MBA

Approach

Framework

Strategic gamification

Signals

Tools

Market framework with virtuous

cycleCorp goals

Customers

Competitors

Market dynamics

Market opportunity

Products & services

Go To Market

Market reaction

Market framework with virtuous

cycleCorp goals

Customers

Competitors

Market dynamics

Market opportunity

Products & services

GTM & Launch

Market reaction

Corp goals

Measurable Will we have an accurate way of measuring

progress?

Time-based 3 years, annual, quarterly

Attainable Will we have the resources required?

Agility Can we and how will we react if we miss?

Culture What will happen when we miss?

Market framework with virtuous

cycleCorp goals

Customers

Competitors

Market dynamics

Market opportunity

Products & services

GTM & Launch

Market reaction

Customers

What is a customer?

Future (where the puck will be)

Customer segments

Benefits-based segments

Use cases

Demo, geo, behavioral, psychographic, title

Signals and sources

Create a customer virtuous cycle in

a value ecosystem

16

Advertisers1. Developers employed by advertisers create

& deploy apps

2. Developers employed by advertisers build

tools for their teams to manage display &

search creative and bidding

Agencies1. Developers employed by agencies develop

apps on behalf of their advertisers

2. Developers & designers employed by

agencies deploy digital creative for their

advertisers

Consumers1. Consumers download & interact with apps

from developers employed by advertisers,

agencies & publishers

2. Consumers engage with digital creative from

advertisers & agencies built and deployed

from developer apps

Publishers1. Developers employed by publishers create

apps to host content, monetized by ads

= customer activities

Mo

ne

tiza

tion

Con

ve

rsio

ns

Spend

Content

Our company

Market framework with virtuous

cycleCorp goals

Customers

Competitors

Market dynamics

Market opportunity

Products & services

GTM & Launch

Market reaction

Competitors

What is a competitor?

Alternatives to customer needs (defined by

customers, not by you)

Diminishes customer value (money, data,

attention, advocacy, etc.)

Frienemies and coopetition

Future

Competitor segmentation

Signals and sources

Competitive landscape

19

HighLow

Lo

ng

te

rm v

alu

e t

o

cu

sto

me

rs

Short term value to customers

Hig

hL

ow

Our co

Co 2Co 3

Sweet spot

Short term value: revenue + engagement lift + brand value lift

Long term value: competitive advantage + high value to customers + sustainable

Co 5

Co 6

Co 1

Co 4

Competition Comparison

20

# of

customers

Products w/

broad adoption

Market de

facto standard

Current | 2013 Current | 2013 Current | 2013

Mobile

Search

Mobile

Social

Media

Cloud

Media

Media

Co 1

Co 2

Co 3

Co 4

Co 5

Market framework with virtuous

cycleCorp goals

Customers

Competitors

Market dynamics

Market opportunity

Products & services

GTM & Launch

Market reaction

Market dynamics

How will your customers and competitors

react to potential changes in:

Technological

Economic

Political

Other…

Market framework with virtuous

cycleCorp goals

Customers

Competitors

Market dynamics

Market opportunity

Products & services

GTM & Launch

Market reaction

Market reaction

Why buy / not buy?

What else did customers consider?

Was our customer segmentation

correct?

How did competitors respond?

Was our competitive segmentation

hypothesis correct?

How did the press respond?

Signals, signals,

everywhere

Market intelligence

Customer expressed

Customer behavior

Competitor expressed

Competitor behavior

Investor expressed

Investor behavior

Partner expressed

Partner behavior

Analysts

Press

3rd party data

providers

Other…

What they say ≠ what they do

Customer and competition

intelligence: EXPRESSED Expressed = what they say

Direct Customer Councils

Indirect Owned media (website, app, etc.)

Paid media (ads, email newsletters, etc.)

Job postings and layoffs

Earnings calls

Regulatory filings

Become a customer

Customer and competition

intelligence: BEHAVIOR

Behavior = what they do

Earned media (social networks, app

ratings, company ratings, etc.)

Content consumption

Customer purchases

Competitor acquisitions

Social Intelligence Opportunity

85% of enterprises will use social information

to support other business-critical decisions

like research and product development

1.5 billion conversations an hour on social

media platforms

Social media users share 30 billion pieces of

content – comments, opinions, information

videos, podcasts and photographs – each

month

Just 15 years ago, none of this existed

Source: IDC and Computer Weekly

Potential real-time data sources

Market Intel Tools & Data

Social Listening (what are people saying), Social Analytics (what are people doing), Social Intelligence (decision making) Topsy

DataSift

Gnip (acquired by Twitter)

Sprout Social (FB and Twitter)

Iconosquare (Instagram)

Hootsuite (reporting)

Amobee

Oracle Social Cloud

Many more…

Google Alerts

Moat.com: messaging and landing pages for paid media

Etc…

#MarketHacking take-aways

To understand the market opportunity,

you must first understand corp goals,

competitors, customer and dynamics

Sustainable competitive differentiation is

a real-time, agile, iterative cycle (chess

game)

Make customers your BFF, and

supplement with real-time signals and

tools

Thank you!

Tweet me @ESuhonen #MarketHacking

Connect on LinkedIn:

https://www.linkedin.com/in/eriksuhonen

Erik Suhonen copyright 2015