Bisnode: Marketing through APIs
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Bisnode: Marketing through APIs



A presentation for Bisnode's internal day around APIs.

A presentation for Bisnode's internal day around APIs.



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Bisnode: Marketing through APIs Presentation Transcript

  • 1. Marketing through APIs Annika Lidne @annika for Bisnode 2012-02-01Photo by @boetter / Flickr
  • 2. Annika Lidne annika Annika Lidne | +46 (0)70 435 05 45 slides: Current projects
  • 3. Have you checked in here?
  • 4. 4sq. lets their users map the world. TextPhoto: DonkeyHotey/Flickr
  • 5. Then:
  • 6. Now:
  • 7. This used to be your customerPhoto by Loop_oh / Flickr
  • 8. This is your new customer Photo by JForth / Flickr
  • 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,
  • 10. “Networks are sentient socialobjects. You can’t reach me if youdon’t reach my network.” - Mark Comerford
  • 11. Consciousness ContentTrust Visibility (SEO / SEM) Validation
  • 12. The new breed of companiesPhoto by gretcurtis/Flickr
  • 13. APIs isTHE NEW BLACK for governments & authorities Their free APIs can compete with yours.
  • 14. Time frames Corporation IDEA! 1w 2w 3w Proposal MEETING TESTING IDEA! Independent dev 1w 2w 3w Coding LAUNCH!
  • 15. The Age of the Ecosystem
  • 16. The micro blogging war
  • 17. An API horror
  • 18. Photo by leyink / Flickr
  • 19. Photo by Laughing Squid / Flickr
  • 20. Making friends fast
  • 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. The most misunderstood internet meme:“Fail fast”
  • 23. How to win ‣ Good, well-documented API ‣ Easy to find through API-sites ‣ Price for win-win ‣ Market it!
  • 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. Thanks for listening! annika Annika Lidne | +46 (0)70 435 05 45 slides: Current projects