Jalipo:                           Build It and They Will Come                                   David Joyce               ...
A New Idea      Jalipo, Ltd. was founded as online marketplace for TV and video content in London,      United Kingdom.   ...
Micro Payments      Jalipo brought to market a completely new concept in the way on-line digital video      content could ...
Funding      Chris Deering, Former President of Sony Europe (the father of the playstation) as      Chairman.      Founder...
Products      Jalipo aimed to combine the latest advances in Flash video streaming and web 2.0      technologies with a ra...
Agile!      A small team (less than 5) had created early Betas of a player along containing limited      content to genera...
Agile and Kanban      A combination of Scrum, Kanban and XP adopted      •   Fixed delivery date of 6 months defined, laun...
Long Form      Jalipo was to provide long form, high quality, content on the web for the first time.      Offering viewers...
Long Form                                       This is absolutely not for                                       user-gene...
Launch!      Custom Flash video player, content administration ‘Console’, Programme Guide site,      Credit Purchasing sit...
YouTube Killer!                              Created a lot of buzz upon launch.    http://videos.webpronews.com/2007/04/17...
Content ExpandedThursday, 6 October 2011
Things were Looking Good      •   Beta prototypes generated interest      •   VC Funding obtained      •   High profile ch...
We Have Built It                           Now they Will ComeThursday, 6 October 2011
How Much Would YOU Invest?Thursday, 6 October 2011
Warning Signs      All new viewers signing up received free credits, but the number of viewers purchasing      new credits...
Advertising and Marketing        ■ New marketing strategy devised.        ■ An expensive advertising campaign is launched....
Switching Gears        ■ Sales force reduced.        ■ In view advertising facility built.        ■ Funding running out.  ...
Jalipo Runs Out of Credits      Despite being ahead of its time        ■   Long form video        ■   High quality        ...
Jalipo Runs Out of Credits      As of April 30, 2008, Jalipo Ltd. operates as a subsidiary of ROK Entertainment Group,    ...
Out of the AshesThursday, 6 October 2011
You Don’t Know if you are Wrong                             Until you are Out of Money      1.      Failed from a lack of ...
A Better Method          Focus On Customers and Markets From Day OneThursday, 6 October 2011
Questions?Thursday, 6 October 2011
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David joyce jalipo build it and they will come

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David joyce jalipo build it and they will come

  1. 1. Jalipo: Build It and They Will Come David Joyce ThoughtWorksThursday, 6 October 2011
  2. 2. A New Idea Jalipo, Ltd. was founded as online marketplace for TV and video content in London, United Kingdom. It let content owners use the internet to offer their channels, video-on-demand and live events direct to viewers around the world.Thursday, 6 October 2011
  3. 3. Micro Payments Jalipo brought to market a completely new concept in the way on-line digital video content could be efficiently traded and consumed. In conjunction with a planned consumer video destination site, Jalipo planned to launch a unique Pay Per Minute video viewing model, with J:Credits acting as a micro payment system.Thursday, 6 October 2011
  4. 4. Funding Chris Deering, Former President of Sony Europe (the father of the playstation) as Chairman. Founders Alex Taylor (CEO) and Brent McNish (CTO) additional board members. Jalipo gained VC funding of £5m from Artemis Investment Management.Thursday, 6 October 2011
  5. 5. Products Jalipo aimed to combine the latest advances in Flash video streaming and web 2.0 technologies with a range of innovations in rights management, syndication and media monetisation, to turn the internet into a secure, open market for media distribution.Thursday, 6 October 2011
  6. 6. Agile! A small team (less than 5) had created early Betas of a player along containing limited content to generate interest amongst content providers. Once funding had been obtained the team ramped up to a peak Agile team of over 30 people. • Product Owners (CEO, CTO, Product Managers) • Iteration Manager / Coach • Architect (who coded) • .NET, UXD, and Flash Developers • QAs (manual and automated) • Creative DesignersThursday, 6 October 2011
  7. 7. Agile and Kanban A combination of Scrum, Kanban and XP adopted • Fixed delivery date of 6 months defined, launch at MIP TV event in Cannes • Inceptions session to create prioritised backlog and story map • Scrum of Scrums product based teams • Highly skilled (and expensive!) XP development staff hired • Partnered with Agile testing company - full automation of front end/back end products following Acceptance Test Driven Development • Pairing across roles throughout the team • CI (unit and acceptance tests), high unit test coverage, automated deployment, replicated UAT environment • Kanban adopted to deal with high volatility of changing requirementsThursday, 6 October 2011
  8. 8. Long Form Jalipo was to provide long form, high quality, content on the web for the first time. Offering viewers a range of bandwidths to view content. Yahoo! YouTube were concentrating on short form, low quality, user generated content. Other video solutions e.g. Joost were providing long form via players installed on the viewers machines.Thursday, 6 October 2011
  9. 9. Long Form This is absolutely not for user-generated content. If you were looking to put us into the marketplace, I would put us at the other end of the market to YouTube. This is rights-protected, territory-restricted and monetized every minute. Alex Taylor CEOThursday, 6 October 2011
  10. 10. Launch! Custom Flash video player, content administration ‘Console’, Programme Guide site, Credit Purchasing site, Business Intelligence reporting and corporate marketing site were successfully delivered on time. Yay Agile!!! Jalipo then launched on April 2007 at MIP TV Cannes.Thursday, 6 October 2011
  11. 11. YouTube Killer! Created a lot of buzz upon launch. http://videos.webpronews.com/2007/04/17/jalipo-to-replace-youtube/Thursday, 6 October 2011
  12. 12. Content ExpandedThursday, 6 October 2011
  13. 13. Things were Looking Good • Beta prototypes generated interest • VC Funding obtained • High profile chairman • Innovative products • Well engineered products, easily extendable • Monetization strategy and revenue forecasts • High level of interest and word of mouth industry buzz • State of the art broadcast facilities built • Expandable server farm built • Company expanded; Finance, Marketing, Sales, Pre-Sales, IT Support, Help Desk, Product Management, permanent development staff (rather than contract or partner). • Offices purchased in West London ready for scaling of staff. • Many content providers signing up; BBC, Sky, CNN, independent movie studios, live football qualifiers, live boxing events.Thursday, 6 October 2011
  14. 14. We Have Built It Now they Will ComeThursday, 6 October 2011
  15. 15. How Much Would YOU Invest?Thursday, 6 October 2011
  16. 16. Warning Signs All new viewers signing up received free credits, but the number of viewers purchasing new credits is dwindling. Live events are drawing in less than expected viewing numbers. Major content providers are unconvinced model will work. Rumours of Hulu surface. Other Ad funded video sites launch. Unfavourable reviews and blog posts We’re not convinced that a minute-by-minute credit system is the right way to sell online video. If the content is worth watching, it’s probably worth watching till the end, and should be sold as a complete offering. Jalipo’s video quality is good, though compelling content seems lacking.Thursday, 6 October 2011
  17. 17. Advertising and Marketing ■ New marketing strategy devised. ■ An expensive advertising campaign is launched. ■ Google AdWords used. ■ Free Credits increased and period extended. ■ Product lines enhanced based on Product Managers ideas.Thursday, 6 October 2011
  18. 18. Switching Gears ■ Sales force reduced. ■ In view advertising facility built. ■ Funding running out. ■ Development team reduced. ■ Product Development cycle begins again ■ New product ideas and prototypes built ■ Hunt for new investor begins.Thursday, 6 October 2011
  19. 19. Jalipo Runs Out of Credits Despite being ahead of its time ■ Long form video ■ High quality ■ In viewing advertising ■ Live streaming of events ■ Content marketplace ■ PPM micro currency ■ Syndication model Jalipo still didnt make it in the market place. The demise of Jalipo was sadly an event waiting to happen. The premise of offering people bite-sized portions of channels through the internal system of J Credits was sound enough, just that as is so often the case with the world wide web, you can always find something else to entertain you at half the price.Thursday, 6 October 2011
  20. 20. Jalipo Runs Out of Credits As of April 30, 2008, Jalipo Ltd. operates as a subsidiary of ROK Entertainment Group, Inc.Thursday, 6 October 2011
  21. 21. Out of the AshesThursday, 6 October 2011
  22. 22. You Don’t Know if you are Wrong Until you are Out of Money 1. Failed from a lack of customers not product development failure. Built it, but no one came. 2. Had a process to manage product development, but not a process to manage customer development 3. Sales and Marketing costs front loaded, focussed on execution vs learning and discovery 4. First customer ship became the goal 5. Financial projections, execution and hiring predicted on business plan hypothesisThursday, 6 October 2011
  23. 23. A Better Method Focus On Customers and Markets From Day OneThursday, 6 October 2011
  24. 24. Questions?Thursday, 6 October 2011

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