Conducting a Market Study & Developing the Business Model Lessons learnt in creating SlideShare

SlideShare The World’s largest community for sharing presentations Called ‘ YouTube of PowerPoint ’ by TechCrunch Launched Oct 06, growing fast Run by a 14 member Delhi + USA based startup

The World’s largest community for sharing presentations

Called ‘ YouTube of PowerPoint ’ by TechCrunch

Launched Oct 06, growing fast

Run by a 14 member Delhi + USA based startup

Large-scale social sharing for photos for video for Presentations

What people share on SlideShare... Cartoons Paintings Humor Love Songs Talk slides Images of women Sermons Standalone presentations Activism Lesson plans Movie reviews Mother’s day cards

Conducting a Market Study & Developing the Business Model

Typical Business Planning roadmap Need Gap Identification Ideation Mission/Vision Statement Detailed business planning Competitive analysis Product Positioning Map Core Value Proposition Develop Business Model

Competitive analysis

Product Positioning Map

Core Value Proposition

Develop Business Model

Competitive Analysis Direct Competition same product, same geography same product, different geography Indirect (overlapping) competition Future Competition who could be competitors in future competition from disruptive technologies

Direct Competition

same product, same geography

same product, different geography

Indirect (overlapping) competition

Future Competition

who could be competitors in future

competition from disruptive technologies

Sources of competitive info empirical knowledge conferences, events media (print, electronic) published studies, newspaper articles internet search industry resources industry directories, associations, newsletters

empirical knowledge

conferences, events

media (print, electronic)

published studies, newspaper articles

internet search

industry resources

industry directories, associations, newsletters

Detailed competitive mapping Syndicated research free/paid basis private companies / industry organizations e.g. IAMAI, JuxtConsult, Indicus Employ professional market research agencies IMRB, AC Nielson Conduct own market mapping study previous projects, interns, students

Syndicated research

free/paid basis

private companies / industry organizations

e.g. IAMAI, JuxtConsult, Indicus

Employ professional market research agencies

IMRB, AC Nielson

Conduct own market mapping study

previous projects, interns, students

Product Positioning Map (slideshare example)

2 X 2 Product Matrix (slideshare example) Online meetings Webinars Synchronous Private sharing Open, social sharing Asynchronous Private Public

The Positioning …(slideshare example) SlideShare…the “YouTube of Powerpoint” the elevator pitch - video http://light.vpod.tv/?s=0.0.12688 your product’s core value proposition how it is different from others

SlideShare…the “YouTube of Powerpoint”

the elevator pitch

- video http://light.vpod.tv/?s=0.0.12688

your product’s core value proposition

how it is different from others

Why is positioning important? Positioning has to be clear & simple information & choice overloaded societies explosion of products on the web “me too”, overlapping features low entry barriers for new players short product life cycles on the web

Positioning has to be clear & simple

information & choice overloaded societies

explosion of products on the web

“me too”, overlapping features

low entry barriers for new players

short product life cycles on the web

Factors influencing business models Depends on business objectives trade-off between growth & monetization Depends on financials cash burn rate expectations from investors Depends on exit strategy

Depends on business objectives

trade-off between growth & monetization

Depends on financials

cash burn rate

expectations from investors

Depends on exit strategy

Internet business models Transaction Based charge users per interaction Advertising revenues driven by internet traffic Freemium model subscription based basic is free, charge high-end customers use free as marketing incentive Content syndication Licensing

Transaction Based

charge users per interaction

Advertising

revenues driven by internet traffic

Freemium model

subscription based

basic is free, charge high-end customers

use free as marketing incentive

Content syndication

Licensing

Scenario building & what-if analysis Evaluate multiple options Initial financial projections revenue, expenses, profit cash flow projections deficit could mean you need external funding Estimate break-even point Projections beyond break-even till exit

Evaluate multiple options

Initial financial projections

revenue, expenses, profit

cash flow projections

deficit could mean you need external funding

Estimate break-even point

Projections beyond break-even till exit

Preliminary Financial Planning (fictitious example)

Preliminary financial planning (fictitious example)

Reality check reqd! Projections are numbers on a spreadsheet how to validate your assumptions, hypothesis Get as much feedback as possible other entreprenuers venture capitalists, financial institutions Make dry runs if needed

Projections are numbers on a spreadsheet

how to validate your assumptions, hypothesis

Get as much feedback as possible

other entreprenuers

venture capitalists, financial institutions

Make dry runs if needed

Questions ? Thank You