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Team ProteUS Allen Congyi Ken Shwetha Slide 2 OpenH2O Mission Statement We believe technology will change the world We enable our community to produce solutions for oceanic development We create innovative products such as Protei, an open source sailing drone, designed to clean oil spills Slide 3 OpenH2O A Global Community Slide 4 OpenH2O Vision and GEM Goals OpenH2O Vision Enable an online community for oceanic innovation Create innovative products such as Protei GEM Goals Advise on marketing strategy to enable OpenH2Os vision Market Research Analysis Conclusions Recommendations Slide 5 The DE-DART Framework Diagnosis What is the problem/opportunity? Experience How will users experience change? Decision What is our plan of action? Analysis Why is our plan the best choice? Reality Test What are the risks? How to manage them? Slide 6 Tools and Methodologies Surveys 1:1 interviews Best practices Diagnosis Experience Branding Social media Website design Decision Analysis Collect findings Determine contingencies Reality Test Slide 7 Diagnosis: The Opportunity Tools Used Technology Adoption Life Cycle (TALC) Identifying the market DE-DART Slide 8 InnovatorsEarly Adopters Early Majority Late Majority Laggards Technologists Enthusiasists Students Research Institutions Sponsors DE-DART Where is OpenH2O on the TALC? Source: Moore (1991, 2002), Crossing the Chasm Slide 9 The Market Opportunity Initial hypothesis: the market landscape has 5 buckets 1. Technologists 2. Enthusiasts 3. Students 4. Research institutions 5. Sponsors We will Teach You How to Fish DE-DART Slide 10 Personas Technologists Meaningful Ways to Engage Them Promote to people interested in open source technologies Build a better website Organize conferences and call for people Competitions Expertise in Marine engineering Communications Sensors and Actuators Mechatronics Robotics Passionate about oceans Slide 11 Hmm.Wonder if I should attend the robot conference tonight??? Personas Enthusiasts DE-DART Slide 12 Personas Students Meaningful Ways to Engage Them Provide a platform where they can easily find out information about technologies Organize competitions and award prizes Looking for academic knowledge Eager to study about new technologies Interested in competition Slide 13 Personas The Research Institutions Mostly academic in nature Build brand name as top priority Recognition by having their work published/getting invited to give talks Meaningful Ways to Engage Them Provide a visible platform for them to promote researches Provide ways to acquire resources to do researches Provide a platform to facilitate collaboration across institutions DE-DART Slide 14 Personas Sponsors Meaningful Ways to Engage Them Demonstrate value Show the various levels of sponsorship and what each level entrails Increased sponsor visibility, press releases, teaching the community about the sponsors Companies, businesses, and/or organizations Similar mission statement Believes in improving the environment by collaboration and innovation Looking for win-win Quid quo pro Slide 15 Experience: Users Feedback Tools Used Market research Surveys Interviews 1:1 Diagnosis DE-DART Slide 16 Market Research Methodologies Web Survey Quick 2 minute SurveyMonkey questionnarie Goal: collect feedback from the community 1:1 Interviews 30 - 60 minute long in depth discussions with industry experts on the current state, proposed plan, and long term vision of OpenH2O DE-DART Slide 17 Web Survey Breakdown Basic demographics Total participants: 60 Average age: 33 Male/Female: 57/43% Email addresses provided: 50% Phone numbers provided: 27% DE-DART Slide 18 Web Survey Results DE-DART Slide 19 Web Survey Results DE-DART Slide 20 What They Had to Say DE-DART Best responses: I never heard of you before, but I loved what I read If there is [anyway] I can help, please let me know I am a marine engineer.. The ocean is my life How can I create a hub here in Lancashire? [Do] your boats add to the plastic debris? Keep the website uncluttered Good luck, we need this Slide 21 Where to Find Others Like You? DE-DART Answered by 35% of participants Slide 22 What gets you interested? DE-DART Slide 23 Respondents Most Want to See DE-DART Slide 24 What do you find interesting? DE-DART Slide 25 What involvement interest you? DE-DART Slide 26 1:1 Interview Breakdown Research Institute / Technologist Kevin Arrigo, Stanford Oceanic Group Sponsor Catherine Ford, Nokia Enthusiast / Student Patrick Gallagher, Anthropology PhD DE-DART Slide 27 1:1 Research Institute Interview Feedback on OpenH2O and Protei? No real community like this exists Protei and OpenH2O is a bit unclear The word has to get out Needs clearer message people can identify with Would you use Protei? No, we dont do things with oil spills Only if it could sample more than surface Remote sensing DE-DART Slide 28 1:1 Research Institute Interview How to form a partnership? Oceanographic societies would be interested in something like this Wouldnt really form a partnership with the institution because they are just a collection of scientists Easier and better to work with the individual DE-DART Slide 29 1:1 Sponsor Interview Takeaway: OpenH2O and the sponsor will have to be aligned with the same goals Benefit for the sponsor? Increased visibility Listed in press releases Access to audience and user base DE-DART Slide 30 1:1 Sponsor Interview Action for OpenH2O to receive sponsorship? Create a program for sponsors Actively seek them out Different levels of sponsorship (kickstarter method) Feedback on Protei and OpenH2O Separate the two Communicate a clear win-win situation DE-DART Slide 31 The A-Ha! Moment DE-DART Slide 32 * Source: Kosnik, Blair, Ramfelt, and Pfeifer (1986, 2000, 2005, 2009) 1 to 1 Diagnosis. I dont have the time, money or authority. External Constraints: Personality Differences: Thats the way I am. Its hard to change. Principles & Values Clash: Its against my principles and values! Skill Gaps: I dont know how. Motivation Factors: Whats in it for me? Professional Silos I dont understand you. Communication Problems: I didn't know of OpenH2O Gender Chasm Generation Chasm Culture Chasms * 1:1 Diagnosis DE-DART Slide 33 Decision: The Recommendation Tools Used Creating a new ecosystem Bucket analysis Positioning statement Mapping out the whole product DE-DART Slide 34 The New Ecosystem Research Institutions Oceanic Equipment Providers ?? DE-DART Slide 35 Enthusiasts Research Institutions Oceanic Equipment Providers Sponsors The New Ecosystem DE-DART Slide 36 Third-party/Independent Data-sets Research Institutes Equipment Providers Enthusiasts Technology Revenue Information Reputation Manpower/ Expertise Equipment $$ Research Findings Equipment $$ Visibility Independent Data DE-DART Feedback New Ecosystem Relationship Visibility Potential Talent Pool Slide 37 DE-DART Positioning Statement For research institutions, oceanic equipment providers, and enthusiasts Who believe in technology to improve the ocean OpenH20 Is an online collaborative community That brings together like-minded people with diverse skill-sets and backgrounds Unlike the currently fragmented system Our product takes an integrated approach at co-developing, licensing, and sharing in an inclusive environment. Source: High-Tech Marketing 2005, TCG Advisors LLC Slide 38 Decision: Timeline LongMidShort Build The Community Spin-off Technology Grow The Community DE-DART Slide 39 Whole Product Model DE-DART Building the Community Open Source Collaboration Research Findings / Columns Tutorials & DIY Social Media Integration Competitions Jobs / CV Repository Forums Events Calendar OpenH2O Short Source: High-Tech Marketing 2005, TCG Advisors LLC Slide 40 DE-DART Mid Decision: Growing the community Building on top of our Minimum Viable Product DE-DART Mid Using the features to grow content Using the content to attract user participation Leveraging on community to grow even more user-generated content Source: Kosnik, Blair, Ramfelt, and Pfeifer Source: Ramfelt, Kjellberg, and Kosnik (2012) Gear Up: Your Best Idea Ever Slide 41 Decision: Long-term goals Doors that open when community is mature: Seek corporate sponsorships Incubate potential start-ups DE-DART Long Slide 42 Analysis: Deep Dive DE-DART Why these are the best choices Ecosystem analysis Clear branding Social media strategy Website strategy Desired content for OpenH2O Partnerships Slide 43 Profile and Characteristics NPOs Regulatory bodies Mostly academic in nature Build brand name as top priority Recognition by having their work published/getting invited to give talks NPOs depend on sponsors Likely Groups and Associations TOS The Oceanography Society American Geophysical Union (Ocean) American Society of Limnology and Oceanography NSF National Science Foundation Ocean Sciences meeting in Utah Where to Find Them? University directories Referral from graduates students to interview the faculty The contact us section of the institutions websites Meaningful Ways to Engage Them Provide a visible platform for them to promote researches Provide ways to acquire resources to do researches Provide a platform to facilitate collaboration across institutions Reseach Institutions Ecosystem Analysis DE-DART Slide 44 Profile and Characteristics Includes students and technologists Passionate in sailing/ocean/technology Curious and eager to learn Deisre to make change in the community and envionrment Recognition of their contributions to the projects is a plus Likely Groups and Associations ASA American Sailing Association TED global audience Robotics and Artifical Intelligence Groups Marine engineering groups Open source communities Where to Find Them? Universities groups/associations Sailing organizations Professionals in the technology industry Groups on Linkedin and Twitter IEEE Institute of Electrical and Electronics Engineers Meaningful Ways to Engage Them Technology information and demos Incentives and recognitions for support Organize competitions and award prizes Promote open source technologies Build a better website Organize conferences Enthusiasts Connect Rather Than Convince DE-DART Slide 45 Profile and Characteristics Designs, produces, and manufactures oceanic equipment Primary applications are to monitor, measure, and collect data for oceanic research Serves independent researchers and research institutions Likely Groups and Associations ESANS Environmental Services Association of Nova Scotia COL Consortium for Ocean Leadership CUASHI Consortium of Universitities for the Advacement of Hydrologic Science Where to Find Them? Search for oceanographic instruments, optical equipment, ocean gliders Biosphereical Instruments, California Satlantic, Nova Scotia Wetlabs, Oregon Hobilabs, Washington Meaningful Ways to Engage Them Show them what tools and functions the buyers want and need Visbility into customer demand and ways to improve sales Platform to display store and the equipment for sale Oceanic Equipment Providers Connect Rather Than Convince DE-DART Slide 46 Personas Oceanic Research Equipment Providers Profit-centered, B2B nature Niche market; Highly specialized Subject Matter Experts Meaningful Ways to Engage Them Help them acquire leads Assist in building long-term relationships DE-DART Slide 47 Clear branding Clear message - separation between OpenH2O and Protei Products: Protei Community: OpenH2O Survey and interviews of people confused DE-DART Slide 48 Social media strategy Why? Extends the brand, and its relationship with the customers. Provides instant feedback. Encourages two-way communication. Leads to Other Valuable Sources of Traffic. Sources: http://img.constantcontact.com/docs/pdf/why-social-media-marketing.pdf http://traffikd.com/smm/worth-your-time/ DE-DART 29% of the survey participants mentioned social networks as a medium to find people. Slide 49 Social Media for OpenH20 Social media for OpenH20 GET THE WORD OUT!!! Create Awareness Increase visibility Find industry key people Build Community DE-DART Slide 50 Twitter for OpenH2O David E. GuggenheimDavid E. Guggenheim Marine scientist, conservation leader, sub pilot, speaker, educator, author. Sr. Fellow at The Ocean Foundation. Host, The Ocean Doctor http://oceandoctor.orghttp://oceandoctor.org New Ocean BlueNew Ocean Blue - New Ocean Blue educates about oceans garbage patches, uses grassroots tactics to eliminate plastic pollution,& promotes use of reusable materials. Green Garmento Green Garmento - develops reusable dry cleaning bags LMR LMR - World's biggest robot building community and robot news from around the world. Seadub Seadub -Marine Engineering Company based in Southampton servicing yachts and boats in the Solent area. CodeMyDesigns.com CodeMyDesigns.com Develops Drupal websites for designers and agencies. Mike Larsen Mike Larsen -Tweets the latest and greatest in Space and Science News! - NASA Information & News, Space, Astronomy, Science, Technology, Earth and the Environment Mystery Bay MarineMystery Bay Marine - Internet retailer of quality boating and industrial products. Veteran owned and operated small business Clean Ocean ActionClean Ocean Action COA's mission is to improve the degraded water quality of the waters off the New Jersey/New York coast. Drupal Bangalore Drupal Bangalore - Helps companies build websites with Drupal Ken Wisnefski Ken Wisnefski -Serial Web Entrepreneur and Founder and CEO of WebiMax a leading global #SEO Company. Expert in online marketing, small business, start-ups, and leadership.WebiMax#SEO Twitter profile created on May 10 th 2012 Currently has 43 followers Most important followers: DE-DART Slide 51 Distribution of Followers DE-DART Slide 52 Potential Twitter Audience DE-DART Slide 53 Similar Communities on Twitter DIY Drones: The world's largest amateur UAV (Unmanned aerial vehicles ) community 3867 followers Average of 14 tweets/week Post industry related links and products from DIY drones Model OpenH20 community after DIY drones Source: https://twitter.com/#!/DIYDroneshttps://twitter.com/#!/DIYDrones DE-DART Slide 54 Experimental Results - Strategy Tweet on a regular basis at least 2 tweets a day Use # tags with keywords. Ex: Drupal, clean ocean Post survey on different groups Call for people from different groups to collaborate with OpenH20 community Implement Twitter button on the website Provide access to team members to tweet How to get people to follow? Find people with similar interests and follow them. Ex: ocean groups, non-profits, open source communities. DE-DART Slide 55 Facebook for OpenH20 How to increase visibility? Experiments and Strategy Protei page already created Dec 21 st 2011- Currently has 37 people associated Find ocean groups and share Protei page So far 3 groups found, with more than 50000 people associated Share survey on these groups Shared survey with impressive response Invite people from these groups to join OpenH20 community Implement Facebook like button on the website DE-DART Slide 56 OpenH20 group created May 5 th 2012. Currently has 18 members OpenH20 company profile created on May 10 th 2012 LinkedIn Strategy for OpenH20 Group Demographics DE-DART Slide 57 Potential Technical Collaborators DE-DART Slide 58 Join Technology Professionals group can find potential collaborators Invite people to join group Creates awareness 40% of the people invited, joined the group Invite people to join group Creates awareness 40% of the people invited, joined the group Create groups for collaborators with Applications such as Github and Projects and Teamspaces Post surveys on these group boards Provide access to Team members to post content Implement Linkedin button on the website Post keywords so people can find OpenH20 Post job openings on the group boards Post promotions and discussions on these group forums How to find collaborators? Experiments and Strategy DE-DART Slide 59 Pros and Cons DE-DART Slide 60 Blogs for OpenH20 Why Improve Blog? Enhance visibility Increase traffic for community website Establish industry expertise Promote products Generate leads Sources: http://www.forbes.com/sites/kenmakovsky/2012/05/14/why-should-companies-blog/ 25% of the survey participants would like to get information about OpenH2O from Blogs DE-DART Slide 61 Study Other Community Blogs DIY drones community allows members to post on blogs Members can comment on blog posts Blog is integrated with the website Average of 35 blog posts by members source: http://diydrones.com/profiles/blog/list http://diydrones.com/profiles/blog/list DE-DART Slide 62 Recommendations for Blog Recommendations to improve the blog section for Protei/OpenH20, based on study Integrate webpage with the website and make navigation easier Provide login information to access the blog page to all members of the community Allow members to post about industry related events/information Need to have comments section to allow people to interact Write articles/provide links to articles from industry Have industry key people post guest blogs Post interviews conducted with industry key people DE-DART Slide 63 Website Design What Users want DE-DART Feature responses participants most want to see Research Findings Slide 64 Website Design DE-DART Organizing the content Project Centricity The Project Space Forums Slide 65 Organizing the content DE-DART Website Design Slide 66 Project Centricity College Portal Individual Student Space OpenH 2 O Project Space DE-DART Website Design Slide 67 Introducing the Project Space DE-DART All projects share the same feature set: About Showcase Workspace Website Design Slide 68 Project Centricity: The Workspace The Workspace: A set of integrated collaborative tools DE-DART Website Design Slide 69 Project Centricity: The Showcase Page DE-DART Slide 70 Forums DE-DART Website Design Slide 71 Analysis: Partnerships Parnership groupsExamples University with Ocean Programs Stanford, University of California (Santa Cruz), California State University Companies interested in ocean Show Boats, Odyssey Marine Exploration, Airmar, Bluefin Robotics GovernmentEnvironmental Protection Agency (EPA), National Science Foundation Open-source communitiesinstructables.com, diydrones.com Online ocean sitesoceanforyouth.org, seasky.org An Illustrative List DE-DART Slide 72 Analysis: Partnerships $$ Knowledge Earning Partners Learning Partners Strategic Partners Limited Partners Universities Open-source communities GovernmentCompanies Non Profit Organizations Sponsors DE-DART Online Ocean Sites Slide 73 Partnerships: Open Source Communities Potential stakes to bet on partnership Partner can givePartner can get AssetsCustomer baseTraffic back from OpenH2O community TechnologyInformation about other cool technologies Information about innovative projects/events happening on OpenH2O ResourcesKnowledge about how to build a community New technology resources ReputationCredit as cutting edge projects Featured as innovative technologies on OpenH2O Core competenciesIncrease traffic to OpenH2OOfficial support from OpenH2O on technologies DE-DART Source: Kosnik (2000), Managing a Portfolio of Polygamous Partnerships? Slide 74 Partnerships: Universities Potential stakes to bet on partnership Partner can givePartner can get AssetsCustomer baseInnovative practical projects for teaching purposes TechnologiesKnowledge from universities' ocean program Instructors/Instructions, demo sessions for students ResourcesContributions from students, professors Real world project for ocean programs ReputationEndorsementInnovative programs with practical and innovative projects Core competenciesExpose OpenH2O to large students base Training materials/supports DE-DART Source: Kosnik (2000), Managing a Portfolio of Polygamous Partnerships? Slide 75 Timeline for Action Plan Build up the minimum viable feature set Prepare launch articles e.g. News to publish, projects to feature Recruit a core team of people to manage the site Organize events Start promoting OpenH2O via partners and channels Phase 1Phase 2Phase 3 Website goes live Critical Mass reached Showcase OpenH2O to the world! Go on TED X Approach corporate sponsors/VCs with the numbers! DE-DART Slide 76 Reality Test Bracing for impact Mitigation and contingency strategy DE-DART Slide 77 Reality Test RiskMitigation Strategy Contingency Strategy OpenH2O's website does not gain traction Find out which features are attractive/ off-putting and work on them Incentivize partners/channels to promote OpenH2O Few projects come onto OpenH2O Approach high- schools/colleges and offer to feature their projects on the site Re-think the collaborative tools offered on OpenH2O and see if it is lacking in depth or scope Not enough resources to handle sudden growth Engage community to volunteer pro bono Seek individual donors or corporate sponsors sooner to fund team DE-DART Source: MS&E 271 Slide 78 Last Thoughts Give a person a fish and he will eat for a day, Teach a person how to fish and he will eat for a lifetime Slide 79 Protei in the present TOP OpenH2O in the future Last Thoughts Slide 80 Slide 81 Slide 82 Profile and Characteristics Companies, businesses, and/or organizations Similar mission statement Believes in improving the environment by collaboration and innovation Able to provide financial sponsorship Looking for win-win Quid quo pro Likely Groups and Associations Large companies that encourage education and technology competitions IBM, Google, BMW, Intel Energy/Clean-tech companies Cesars list of potential sponsors Where to Find Them? Campus recruiting events Promote OpenH2O to the PR department Through other organizations that have those companies as sponsors Network Meaningful Ways to Engage Them Demonstrate value Show the various levels of sponsorship and what each level entrails Increased sponsor visibility, press releases, teaching the community about the sponsors Sponsors Connect Rather Than Convince