k^2 london presentation - entrepreneur point-of-view - sanjit atwal
TRANSCRIPT
“Squawka are
the coolest kids
on the football
block right
now...”
Neil Smyth,
Fremantle
Media (and ex-Soccer
AM Producer)
A little about me….
Process-led Innovation in competitive
marketplaces
a little about Squawka….
• Ground breaking real-time data visualizations during game time
• A true 24/7 companion with latest news, views, articles, video, pictures and social media
• Significantly outperforming the UK market of football apps
• Named 30th in T3 magazines ‘66 British Businesses Changing The World’
Squawka is a multi-device, always-on football companion
What does Squawka do?
We use data to help fans understand more about the
game they love. Across Mobile….
…And across the web & tablet.
Squawka process XML feeds from
to drive a real time data panel…
…and feeds from Reuters driven by
photographers around the grounds
Who we are…
Covering:
English Premier LeagueDutch EredivisieFrench Ligue OneGerman BundesligaItalian Serie ARussian Premier LeagueSpanish La LigaAmerican MLSBrazilian Serie AMexican Liga MXUEFA Champions LeagueUEFA Europa League
…All in real time
The Problems With Innovating in Football….
Fans are resistant to change….
The industry is resistant to change….
Commercially, it can be just as hard…
And then there are your competitors…
Catenaccio
(Italian pronunciation: [ka-te-nacho])
…or The Chain is a tactical system in football with a strong emphasis on defense.
In Italian, catenaccio means "door-bolt", which implies a highly organized and effective backline defense focused on nullifying opponents' attacks and preventing goal-scoring opportunities.
- Football is a digitally young industry
- Resistant to change across both consumer and business sectors
- Inflated with huge sponsorships
- Competitive market holds large incumbents with both financial and marketing power
So, the Challenge…
How do you innovate in a market like this…?
Step 1) Got a great idea? Cool! Validate it. Like, now.
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0.5
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1.5
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2.5
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Industry Standard Facebook Dominio's on Squawka
Paddy Power on Squawka
Display Click Through Rates
Industry Standard
Dominio's on Squawka
Paddy Power on Squawka
Average time spent on Squawka live EPL games….
39 minutes
Step 2) Know thyself & thy enemy
We started as a 90 minute business, however through process-led innovation…
- Breaking News- Transfer gossip- Vine’s GIFs, Photos, Videos- Social media
- Latest team/player news- Match build-up &
analysis- Live curated feed- Social Media
- Second Screen experience & live scores
- Live data visualization- Live commentary &
social
Fans now use Squawka throughout their day on both weekdays…
- Breaking News and match build-up
- Transfer gossip- Vine’s GIFs, Photos, Videos- Social media
- Second Screen experience & live scores
- Live data visualization- Live commentary &
social
- Latest Scores- Match reports- Team/Player rankings - Social Media
…and on weekends
• Live feed running 24 hours
a day featuring latest
news, views, scores, com
mentary, images, video
and social media
• Fixtures & live results
across all 15 competitions
currently covered
Rankings engine for both teams & players give fans the power to settle debates
Every team and player has their own page with sharable stats
• Live as-is-stands tables
update in game time
• Editorial team of 50+
produce 40 unique articles
a day into the Squawka
News section
Step 3) Iterate. Always and forever.
• Gaming partner odds are
dynamically inserted into the
Match Centers with up-to-
date odds to drive
engagement
• Interstitial ads are located
throughout the app to build
brand presence
• Display CTR’s reaching 5%
Step 4) Maximize your resources & stay fresh
The results of process-led innovation?
In less than two years:
- Averaging over 100k unique visitors per day
- Squawka brand now reaches over 200m fans a month
- Followed by footballers, clubs, brands & celebrities for our content
- App averages over 10 screens viewed per session
- Have product releases every two weeks
- About to release cutting-edge new fantasy products for the World Cup
