Demo Lab 1_scott Gilbert_enthiosys
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Upstream Research 4 Downstream Returns Scott Gilbert President Enthiosys, Inc.
Today's Flow
I talk about me I talk about Enthiosys I learn about you We talk about mobile market research 15 Min Break We build and share market research plans 15 Min Break We check out a tool You get free stuff
About Me just so you know where I’m coming from
Scott Gilbert President & Senior Consultant at Enthiosys, Inc. Satisfy customers, Manage partnerships, Run the office
Helped start-ups raise $11M in venture capital Heavy focus on business and product planning for success
Co-founder of a predictive analytics company Built the plan, talked to customers, shipped first product
BearingPoint’s High Technology Strategy Practice Helped big companies and gov’t agencies find new markets
Enthiosys Overview just the basics
Enthiosys, Inc. An Agile product management consulting firm founded in 2003 by Luke Hohmann.
We help clients achieve business agility: delivering great results, not just great software.
Services designed to improve products, processes and the people who drive them.
A Set of Services continuous customer collaboration to understand complex markets and provide input throughout the development process agile transformation of your entire company to leverage the power of Agile product development and management pricing, licensing and creation of business models to capture the full value of your solutions product roadmaps for individual products and portfolios with processes and best practices to sustain them over time service design to improve the customer experience by delivering a whole product solution and additional revenue
Designed for Business Agility
Enthiosys Team 20 F/T and P/T consultants
Luke Hohmann, Founder/CEO Scott Gilbert, President Rich Mironov, CMO Dan O’Leary, CTO
Thought leaders 4 books, monthly newsletter, Agile blog Frequent webinar and conference speakers Leaders in our industry associations
Selected Clients
Who Is Here? show of hands
Raise Your Hand If… You are a mobile app developer You build apps as a hobby, $ is 2nd You build apps for a living, $ is 1st You build apps for your company You build apps for other companies You have ever done any market research You have been part of killer app effort that started with market research Will you share your story?
Mobile Market Research lets talk about it
The Mobile Apps Pie is Big
£
And Growing…Fast
£
And Changing…Fast
Which is Great…But
Your Slice May be Small
£
BECAUSE…
Market is Fragmented Many Ways Category
Platform
Distribution
Entertainment
iPhone
Apple Store
China
Verizon
Productivity
Android
Android Mrkt
Asia
AT&T
Consumers
Social Media
Windows
Mobile Mrkt
UK
Sprint
Prosumers
Communication
Symbian
Horizon
EU
TMobile
Navigation
Rim
BB World
N. America
Clearwire
CIO’s
Utilities
Java
Handango
S. America
EchoStar
Dept’s
Business
Geography
OVI Store, etc. ROW
Carrier
User/Chsr Individuals
Enterprise
Individuals
Source: Mobile Media Measurement – Mobile Internet Report 3.0 2.6 2.2 1.5 1.2
Education/Employment Automotive Real Estate Adult
4.1
Health/Fitness
7.1
Travel/Vacation
45.2
Shopping/Auctions
7.2
Banking/Online Trading
7.7
Food/Dining
7.7
Business/Finance News
8.3
Videos/Movies
8.7
Technology/Science
8.9
Games
Music
Sports
Social Networking
13.9
City Guides/Maps
Entertainment
Search
21.4
News & Current Events
Weather
E-Mail
Portals
Everyone Segments it Differently Source: Distimo Report, Aug 09
33.6
20.1 16.9 12.4 12.3 12.0 6.2
For Different Reasons
Business Models & Pricing Issues Add to the Complexity title iRa Pro MobileNavigator Europe Air Sharing (Doc Viewer) OmniFocus Things BeejiveIM 3.0 with Push Tweetie Midomi Music Identifier LogMeIn Ignition 1Password Jaadu VNC Antidote Mobile Dictionnaires Super Monkey Ball
category Business Navigation Productivity Productivity Productivity Social Networking Social Networking Music Productivity Productivity Productivity Reference Games
price 899.99 99.99 4.99 19.99 9.99 9.99 2.99 4.99 29.99 4.99 24.99 19.99 5.99
Top 50 Grossing Apps by AppsFire
And Your Preferences Too
WHICH MAKES UNDERSTANDING, RESEARCHING & SUCCEEDING IN THE MOBILE APPS MARKET VERY HARD
SO WHAT SHOULD YOU DO? YOUR HOMEWORK
What is Market Research? Market research is about finding answers to questions that deal with whether or not there is a market for your product It should be a systematic, ongoing process that never truly ends… But at certain points in time, should produce actionable results
Market Research Goals Reduce risk and make better business/product decisions by focusing on specific questions Understand dollars, growth rates, segments and their characteristics Understand market trends, competitors, value chain, ecosystem Understand business model pricing (level/structure) issues
How Do We Do It? The answer to this question is changing constantly. 5 years ago I would have given you a much different answer than today. The web, mobile web, social media and other technologies and tools are changing the way we go about it.
Be like Google? ...Almost Few of us can afford to throw things against the wall to see what sticks. Most of us can’t give everyone 20% of their time to experiment. So, we need to learn fast, cheap & early to make good choices about what goes into development. Then, like Google, observe market reaction and iterate to a better place.
Start With Secondary Research For Trends and the Big Picture Industry web sites, analysts, associations and conferences…thanks Symbian!!
NOTE: http://www.mobi leappevent.com
Keep on top of it though!
Then Figure Out Your Specific ?’s Which May Include… What exactly to build? Does it already exist? If you build it… Will they find, pay, use, keep using, promote?
Who to build it for? How many of them are there?
A Market Research Process What are your questions/goals? What will you do with the answers? What data is needed to answer the questions? Acquire the data. Process / analyze the data. Present results and take action.
Segmentation is Usually About Who Market segmentation is the process of dividing a total market into market groups consisting of people who have relatively similar product needs Market segmentation is used as a strategic marketing tool for defining markets and thereby allocating resources Market segmentation is the science of dividing a large market into small pieces that you can prioritize and dominate Market segmentation is done with digits/#’s Market segmentation is essential Market segmentation is available free
This Market Segments On What Entertainment Casual games (personal/social) Music, photos, videos, etc. Social networking
Communication Talk, E-mail, SMS,
Personal productivity Notes, calendar, address book,
Enterprise productivity
Some Data Sources OMMA Mobile - Mobile Media Nielsen Online RCR Wireless - crwireless.com Top 50 App - appsfire.com Mobile market research - Simon Judge Inside Mobile & Wireless, Frost & Sullivan Mobile App Bussiness Network mobileappnetwork.ning.com CTIA - ctia.org
Categories of Data Acquisition Tools
Social based market research Crowd sourcing or prediction markets Market listening tools Rapid prototyping tools Collaboration tools Service providers who track for us
Some Tools to Consider
Mob4Hire - mob4hire.com Crowdcast - crowdcast.com Jive - jivesoftware.com Aardvark - vark.com LinkedIn – linkedin.com Twitter – twitter.com Google Alerts – Google.com SurveyMonkey - surveymonkey.com Innovation Games – innovationgames.com Spigit - spigit.com Distimo - distimo.com
Make Market Research Plans lets do it
What to Do Now Stand up and organize into groups of 4-6 Find people who you don’t know and who work in different app segment than you Pick a scribe Pick a spokesperson Settle down and wait for next slide
You’ve Got 45 Minutes To
Pick a project Create product concept description List key features, capabilities, etc. Define a target market segment Create a plan to validate your concept
What questions to ask What data to gather What resources/tools to use How you’ll decide
Execute your plan (some portion) Be Creative, Have Fun
Thanks to people who helped me with my mobile market research
Joe Jasin Laura Merling Noel Adams LinkedIn Answers Aardvark Community Twitter Community
innovationgames.com lets check it out
Free Stuff For You 100 Tokens to Play @ www.InnovationGames.com Sign Up, Send Mail, Get Tokens
Today's Flow
I talk about me I talk about Enthiosys I learn about you We talk about mobile market research 15 Min Break We build and share market research plans 15 Min Break We check out a tool You get free stuff
About Me just so you know where I’m coming from
Scott Gilbert President & Senior Consultant at Enthiosys, Inc. Satisfy customers, Manage partnerships, Run the office
Helped start-ups raise $11M in venture capital Heavy focus on business and product planning for success
Co-founder of a predictive analytics company Built the plan, talked to customers, shipped first product
BearingPoint’s High Technology Strategy Practice Helped big companies and gov’t agencies find new markets
Enthiosys Overview just the basics
Enthiosys, Inc. An Agile product management consulting firm founded in 2003 by Luke Hohmann.
We help clients achieve business agility: delivering great results, not just great software.
Services designed to improve products, processes and the people who drive them.
A Set of Services continuous customer collaboration to understand complex markets and provide input throughout the development process agile transformation of your entire company to leverage the power of Agile product development and management pricing, licensing and creation of business models to capture the full value of your solutions product roadmaps for individual products and portfolios with processes and best practices to sustain them over time service design to improve the customer experience by delivering a whole product solution and additional revenue
Designed for Business Agility
Enthiosys Team 20 F/T and P/T consultants
Luke Hohmann, Founder/CEO Scott Gilbert, President Rich Mironov, CMO Dan O’Leary, CTO
Thought leaders 4 books, monthly newsletter, Agile blog Frequent webinar and conference speakers Leaders in our industry associations
Selected Clients
Who Is Here? show of hands
Raise Your Hand If… You are a mobile app developer You build apps as a hobby, $ is 2nd You build apps for a living, $ is 1st You build apps for your company You build apps for other companies You have ever done any market research You have been part of killer app effort that started with market research Will you share your story?
Mobile Market Research lets talk about it
The Mobile Apps Pie is Big
£
And Growing…Fast
£
And Changing…Fast
Which is Great…But
Your Slice May be Small
£
BECAUSE…
Market is Fragmented Many Ways Category
Platform
Distribution
Entertainment
iPhone
Apple Store
China
Verizon
Productivity
Android
Android Mrkt
Asia
AT&T
Consumers
Social Media
Windows
Mobile Mrkt
UK
Sprint
Prosumers
Communication
Symbian
Horizon
EU
TMobile
Navigation
Rim
BB World
N. America
Clearwire
CIO’s
Utilities
Java
Handango
S. America
EchoStar
Dept’s
Business
Geography
OVI Store, etc. ROW
Carrier
User/Chsr Individuals
Enterprise
Individuals
Source: Mobile Media Measurement – Mobile Internet Report 3.0 2.6 2.2 1.5 1.2
Education/Employment Automotive Real Estate Adult
4.1
Health/Fitness
7.1
Travel/Vacation
45.2
Shopping/Auctions
7.2
Banking/Online Trading
7.7
Food/Dining
7.7
Business/Finance News
8.3
Videos/Movies
8.7
Technology/Science
8.9
Games
Music
Sports
Social Networking
13.9
City Guides/Maps
Entertainment
Search
21.4
News & Current Events
Weather
Portals
Everyone Segments it Differently Source: Distimo Report, Aug 09
33.6
20.1 16.9 12.4 12.3 12.0 6.2
For Different Reasons
Business Models & Pricing Issues Add to the Complexity title iRa Pro MobileNavigator Europe Air Sharing (Doc Viewer) OmniFocus Things BeejiveIM 3.0 with Push Tweetie Midomi Music Identifier LogMeIn Ignition 1Password Jaadu VNC Antidote Mobile Dictionnaires Super Monkey Ball
category Business Navigation Productivity Productivity Productivity Social Networking Social Networking Music Productivity Productivity Productivity Reference Games
price 899.99 99.99 4.99 19.99 9.99 9.99 2.99 4.99 29.99 4.99 24.99 19.99 5.99
Top 50 Grossing Apps by AppsFire
And Your Preferences Too
WHICH MAKES UNDERSTANDING, RESEARCHING & SUCCEEDING IN THE MOBILE APPS MARKET VERY HARD
SO WHAT SHOULD YOU DO? YOUR HOMEWORK
What is Market Research? Market research is about finding answers to questions that deal with whether or not there is a market for your product It should be a systematic, ongoing process that never truly ends… But at certain points in time, should produce actionable results
Market Research Goals Reduce risk and make better business/product decisions by focusing on specific questions Understand dollars, growth rates, segments and their characteristics Understand market trends, competitors, value chain, ecosystem Understand business model pricing (level/structure) issues
How Do We Do It? The answer to this question is changing constantly. 5 years ago I would have given you a much different answer than today. The web, mobile web, social media and other technologies and tools are changing the way we go about it.
Be like Google? ...Almost Few of us can afford to throw things against the wall to see what sticks. Most of us can’t give everyone 20% of their time to experiment. So, we need to learn fast, cheap & early to make good choices about what goes into development. Then, like Google, observe market reaction and iterate to a better place.
Start With Secondary Research For Trends and the Big Picture Industry web sites, analysts, associations and conferences…thanks Symbian!!
NOTE: http://www.mobi leappevent.com
Keep on top of it though!
Then Figure Out Your Specific ?’s Which May Include… What exactly to build? Does it already exist? If you build it… Will they find, pay, use, keep using, promote?
Who to build it for? How many of them are there?
A Market Research Process What are your questions/goals? What will you do with the answers? What data is needed to answer the questions? Acquire the data. Process / analyze the data. Present results and take action.
Segmentation is Usually About Who Market segmentation is the process of dividing a total market into market groups consisting of people who have relatively similar product needs Market segmentation is used as a strategic marketing tool for defining markets and thereby allocating resources Market segmentation is the science of dividing a large market into small pieces that you can prioritize and dominate Market segmentation is done with digits/#’s Market segmentation is essential Market segmentation is available free
This Market Segments On What Entertainment Casual games (personal/social) Music, photos, videos, etc. Social networking
Communication Talk, E-mail, SMS,
Personal productivity Notes, calendar, address book,
Enterprise productivity
Some Data Sources OMMA Mobile - Mobile Media Nielsen Online RCR Wireless - crwireless.com Top 50 App - appsfire.com Mobile market research - Simon Judge Inside Mobile & Wireless, Frost & Sullivan Mobile App Bussiness Network mobileappnetwork.ning.com CTIA - ctia.org
Categories of Data Acquisition Tools
Social based market research Crowd sourcing or prediction markets Market listening tools Rapid prototyping tools Collaboration tools Service providers who track for us
Some Tools to Consider
Mob4Hire - mob4hire.com Crowdcast - crowdcast.com Jive - jivesoftware.com Aardvark - vark.com LinkedIn – linkedin.com Twitter – twitter.com Google Alerts – Google.com SurveyMonkey - surveymonkey.com Innovation Games – innovationgames.com Spigit - spigit.com Distimo - distimo.com
Make Market Research Plans lets do it
What to Do Now Stand up and organize into groups of 4-6 Find people who you don’t know and who work in different app segment than you Pick a scribe Pick a spokesperson Settle down and wait for next slide
You’ve Got 45 Minutes To
Pick a project Create product concept description List key features, capabilities, etc. Define a target market segment Create a plan to validate your concept
What questions to ask What data to gather What resources/tools to use How you’ll decide
Execute your plan (some portion) Be Creative, Have Fun
Thanks to people who helped me with my mobile market research
Joe Jasin Laura Merling Noel Adams LinkedIn Answers Aardvark Community Twitter Community
innovationgames.com lets check it out
Free Stuff For You 100 Tokens to Play @ www.InnovationGames.com Sign Up, Send Mail, Get Tokens
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