bisnode: marketing through apis

Marketing through APIs

Annika Lidne@annika

for Bisnode 2012-02-01

Photo by @boetter / Flickr

Annika Lidne

Current projects

annika

annika@disruptivemedia.se | +46 (0)70 435 05 45

slides: slideshare.net/annikalidne

Annika Lidne

Have you checked in here?

Text

Photo: DonkeyHotey/Flickr

4sq. lets their users map the world.

Then:

Now:

This used to be your customer

Photo by Loop_oh / Flickr

This is your new customer

Photo by JForth / Flickr

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

“Networks are sentient social objects. You can’t reach me if you don’t reach my network.”

- Mark Comerford

Consciousness

Content

Visibility(SEO / SEM)

Trust

Validation

The new breed of companies

Photo by gretcurtis/Flickr

APIs is

THE NEW BLACKfor governments &

authorities

Their free APIs can compete with yours.

Time frames

Independent dev

CorporationIDEA!

IDEA!

1 w 2 w 3 w

1 w 2 w 3 w

Proposal MEETING

Coding

TESTING

LAUNCH!

The Age of the Ecosystem

The micro blogging war

An API horror

Photo by leyink / Flickr

Photo by Laughing Squid / Flickr

Making friends fast

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

The most misunderstood internet meme:

“Fail fast”

How to win‣ Good, well-documented API

‣ Easy to find through API-sites

‣ Price for win-win

‣ Market it!

“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

Thanks for listening!

Current projects

annika

annika@disruptivemedia.se | +46 (0)70 435 05 45

slides: slideshare.net/annikalidne

Annika Lidne