Managing Investment in Digital Assets


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Presented by Anton Mannering of Primary Position at EI emarketing event in Limerick March 2012.

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  • My domain together with my content/functionality/idea are my asset. Anything that causes it to generate more sales = investment. Anyhting that doesn’t=malinvestment
  • Just a heading ... Images: somebody using sign language, people from different countries.
  • Managing Investment in Digital Assets

    1. 1. Anton ManneringHelp people make money in the internet…www.primaryposition.comanton@primaryposition.comTwitter: @primarypositionMe on Twitter @antonmannering
    2. 2. Investing in your digital futureUnderstanding web services, assets, marketing and value.
    3. 3. What am I buying? Services Maintenance Assets Branding Lead Generation Cost Reduction
    4. 4. Biggest challenge:Understanding vendor BusinessModels
    5. 5. BabelfishSo you can understand us
    6. 6. Opportunity Loss In a world of scarce resource,such as time and money, resources invested in a project involves an opportunity loss where it cannot be invested in another project.
    7. 7. Hosting Hosting in this context is allowing your web solution, be it a web site or web application to be accessible on the internet via a hosting company
    8. 8. Web design / Web development Web design used to be an umbrella term for both Many Agencies or development companies may refer to them separately N.B. Some development companies provide high end development but no graphic design
    9. 9. Web Application Largely this means an application that operates like a website, not an installed application (for example Microsoft Word) Typically, this requires a user account and is different from a website but is often accompanied by one May also be an “internal” solution that is available on the cloud/web for access by disparate teams, clients or suppliers
    10. 10. Application Tiers Design or Presentation Layer (The bit you see)  Graphic Design Impact  UI and UX Business logic and application function (The bit that does the work)  Development Platform (Coldfusion, PHP, ASP) Database – data storage (The place the info gets stored)  MySQL, MS-SQL, Oracle
    11. 11. Why, Why notEnough of the definitions what’s next?
    12. 12. Why We’re not buying product, we’re buying services shrink-wrapped as a product  Support  Design  Hosting  Knowledge  Technical Know-how  Experience  Problem solving
    13. 13. Biggest mistake: Acting like aconsumer When most companies buy a website, they tend to act like consumers  Cannot or will not understand “technical” aspects  Not interested in challenges presented by decision forks, just want “solutions”  Try to make new media concepts fit old world definitions  Hold steadfastly onto predetermined ideas and myths
    14. 14. Relationship – for the long term? Will you need your web designer after your website is built? Do you need to pick a company who is the cheapest or one that will still be alive? What happens when you’re not adding to their bottom line?
    15. 15. Understanding support In product terms, we’re used to the price of support being built in to the product price A small number of incidents to a large bulk of product sales Food: damaged packaging, inconsistent quality, freshness, pricing not matching labels Products: car warranty, recalls, built in safety and oversight/redundancyWhy service packaged as product idea is important
    16. 16. Differentiation between consumerand commercial approach Expect that every eventuality is catered for That a roll-back or replacement warranty is available for lifetime of product: 3/5 years That if a design or solution is “not acceptable” or doesn’t produce desired results, it somehow is the designers fault solely That a customer can simply cancel or re-order a product until completely satisfied
    17. 17. What’s wrong with this thinking? It doesn’t match the legal foundation of a contract law Consumer law offers protections that push risk to supplier. Ignorance is a valid argument! Contracts are in place between two businesses – consumer law doesn’t apply Both sides should have an agreement that describes deliverables and tests for measuring those
    18. 18. What (unrealistic) expectations andpresumptions are in place? That the web designer will map out all possible eventualities – complete “future proofing”. That the client is qualified to make a decision about Design element That the client’s emphasis on design will impact positively on existing/prospective clients
    19. 19. What is a web developer oftenexpected to know Graphic Design/Logo Design Branding Development or Programming languages Development Plaftormsand Database Technology Internet Marketing (all) Future progression of internet technologies, trends, habits and surprises
    20. 20. Pricing Models (Wishfulthinking?) Typically fixed Price All Inclusive Based on  What will I pay company A  Did John pay less?  Could I get it done over there for half?
    21. 21. Why do we care? If your web developer has put a cost of development on a solution and based this on the real cost, where is the cost for support? What will keep the business afloat for the next 12- 60 months?
    22. 22. What often happens? Everything goes well – Great But in 80% of our recent client survey (April 2011, 100 people, by a London based company): Customer – Vendor Relationship hits a wall  Customer feels angry: time and money wasted  Blames Supplier  Supplier feels conned, wasted effort and opportunity loss – blames client for lack of understanding
    23. 23. What’s the cost? Brand and reputation Leads Opportunity cost – wasting time to market Malinvestment of time in developer relationship Lost product – complete write off Start again
    24. 24. Back to basics
    25. 25. What are digital assets? Domain Value  Brand and domain link  Inherits brand value – e.g.  High demand, single or short words ,  SEO Value  Consistent, high or valuable traffic generated from a search engine  “SEO Goodwill”  Age, wording, history, investment
    26. 26. Website Ability to generate enquiries Built-in special features or technology Brand Ambassador Content – User Generated, Blog or insightful content No? Then maybe it has no inherent value
    27. 27. Existing User Base Forums, Blogs and Chat Rooms Clients and Subscribers Web App users Account management system (acts as a link to another system – doesn’t provide functionality directly)
    28. 28. Business modelsBackground to valuing and appreciating internet assets
    29. 29. Online Retail Ebay Amazon Next Tesco
    30. 30. Internet Service iTunes Blacknight Godaddy Amazon S3 Microsoft Google Apps
    31. 31. Advertising Google Youtube Facebook Irish Times CNN Fortune
    32. 32. Affiliate Argos Car Rental Expedia
    33. 33. Marketing Us guys in the room
    34. 34. Contribution (Not for Profit) Wikipedia Many Open Source Coders
    35. 35. Anton ManneringHelp people make money in the internet…www.primaryposition.comanton@primaryposition.comTwitter: @primarypositionMe on Twitter @antonmannering