Bisnode: Marketing through APIs

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A presentation for Bisnode's internal day around APIs.

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Bisnode: Marketing through APIs

  1. 1. Marketing through APIs Annika Lidne @annika for Bisnode 2012-02-01Photo by @boetter / Flickr
  2. 2. Annika Lidne annika Annika Lidne annika@disruptivemedia.se | +46 (0)70 435 05 45 slides: slideshare.net/annikalidne Current projects
  3. 3. Have you checked in here?
  4. 4. 4sq. lets their users map the world. TextPhoto: DonkeyHotey/Flickr
  5. 5. Then:
  6. 6. Now:
  7. 7. This used to be your customerPhoto by Loop_oh / Flickr
  8. 8. This is your new customer Photo by JForth / Flickr
  9. 9. Important culture shifts Foto av Peter Kaminski / Flickr “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
  10. 10. “Networks are sentient socialobjects. You can’t reach me if youdon’t reach my network.” - Mark Comerford
  11. 11. Consciousness ContentTrust Visibility (SEO / SEM) Validation
  12. 12. The new breed of companiesPhoto by gretcurtis/Flickr
  13. 13. APIs isTHE NEW BLACK for governments & authorities Their free APIs can compete with yours.
  14. 14. Time frames Corporation IDEA! 1w 2w 3w Proposal MEETING TESTING IDEA! Independent dev 1w 2w 3w Coding LAUNCH!
  15. 15. The Age of the Ecosystem
  16. 16. The micro blogging war
  17. 17. An API horror
  18. 18. Photo by leyink / Flickr
  19. 19. Photo by Laughing Squid / Flickr
  20. 20. Making friends fast
  21. 21. 1 2 3 4 5 Nail the Nail the Nail the Nail the Scale it pain solution market sty biz model Pre-test: STEP 1: STEP 1: Write SELL Develop Minimum During test 1: Predict biz modeldown monetizable Feature Set Customer buying with customer pain hypothesis Hypothesis process discovery data STEP 2: STEP 2: Write SELL Test 1: Virtual Predict biz model down Big Idea Prototype Test with customer hypothesis During test 2: data Market structure discovery STEP 3: Test 2: SELL STEP 3: Quick Iteratively launch test hypothesis Prototype Test business During test 3: STEP 4: STEP 4: Quick Pilot customer SELL exploration of Test 3: Monitor biz with dev continiuos datamarket dynamics Test Solution & hypothesis flow
  22. 22. The most misunderstood internet meme:“Fail fast”
  23. 23. How to win ‣ Good, well-documented API ‣ Easy to find through API-sites ‣ Price for win-win ‣ Market it!
  24. 24. “The illiterate of the 21 c wont be those who cant read and write, but those who cant learn, unlearn, and relearn.” Alvin Toffler, futuristPhoto iStockPhoto
  25. 25. Thanks for listening! annika Annika Lidne annika@disruptivemedia.se | +46 (0)70 435 05 45 slides: slideshare.net/annikalidne Current projects

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