Monetization with API's at General Assembly, London, UK 2012.

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Tech startups have taken an innovative approach to business development that should be of great interest to communication, marketing and sales professionals looking to unlock an untapped layer of profit margin for their business.

In this intermediate level course students will explore the digital frontiers of how business development is evolving through the use of Application Programming Interfaces (API's).

After this 90 minute session, students with no previous knowledge of API's will leave with"

- A deeper understanding of API's and how your business can benefit from them
- Practical next steps for fine tuning your business model through the use of API's
- A wide range of best practices across various industries

Students of this class should be working with their companies web, business development, or sales team and possess an understanding of the companies KPI's. No other prerequisites are necessary.

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  • Monetization with API's at General Assembly, London, UK 2012.

    1. 1. Heidi Harman @heidiharman 2012.06.21 General AssemblyAPI’S AS AMONETIZINGSTRATEGY
    2. 2. Heidi Harman @heidiharman 2012.06.21 General AssemblyPresentation* Web-entrepreneur with highly limited development skills.* School of New Business Design and Social Innovation* Web Agency 2,5 years (Bazooka, Bleed, SYRUP)* Clientside 2,5 years (IFL Stockholm School ofEconomics)* Startup, founded RunAlong.se, raised 1 million SEK* Co-founder of GeekGirlMeetup.com* Partner at electronic signatures startup. Exit 2011* Founder at Stealth & consultant UI/UX, productowner.
    3. 3. Heidi Harman @heidiharman 2012.06.21 General AssemblyDeliverables, what are we investigating* A deeper understanding of APIs and how your businesscan benefit from them* Practical next steps for fine tuning your business modelthrough the use of APIs* A wide range of best practices across various industries
    4. 4. Heidi Harman @heidiharman 2012.06.21 General AssemblyFast Forward. What is an API and when to use it.. Why build or use an APi. Organisation aims.. In who’s interest. When to use API’s. When to build, when to use existing APi’s.. How to build or use.. MVP case Test
    5. 5. Heidi Harman @heidiharman 2012.06.21 General AssemblyWhat is an API?Application Programming InterfaceAn application programming interface (API) is aspecification intended to be used as an interface by softwarecomponents to communicate with each other.
    6. 6. Heidi Harman @heidiharman 2012.06.21 General Assembly
    7. 7. Heidi Harman @heidiharman 2012.06.21 General AssemblyWhat is an API?Application Programming InterfaceAn application programming interface (API) is aspecification intended to be used as an interface by softwarecomponents to communicate with each other. (Wikipedia)
    8. 8. Heidi Harman @heidiharman 2012.06.21 General AssemblyWhat is an API?Application Programming InterfaceAn application programming interface (API) is aspecification intended to be used as an interface by softwarecomponents to communicate with each other. (Wikipedia)APIs are the sex organs of software. Data is the DNA - unknown
    9. 9. Heidi Harman @heidiharman 2012.06.21 General AssemblyWhat is an API?Application Programming InterfaceAn application programming interface (API) is aspecification intended to be used as an interface by softwarecomponents to communicate with each other. (Wikipedia)APIs are the sex organs of software. Data is the DNA - unknownData Stretch - distributing a stream of data beyond your site, liketentacles.
    10. 10. Heidi Harman @heidiharman 2012.06.18 General AssemblyWhy build or use an APi. Simple does it.Organisation aims do the following:Sell Inform Collect data(provide access) (post) (get, lead generation/no sell).
    11. 11. Heidi Harman @heidiharman 2012.06.18 General AssemblyWhy build or use an APi.Organisation aims do the following:Sell Inform/push Collect data(provide access) (post) (get, lead generation/no sell). http://varldensbastacv.ledarna.se
    12. 12. Heidi Harman @heidiharman 2012.06.21 General AssemblyExamples in practice> PayPal in Eventbrite
    13. 13. Heidi Harman @heidiharman 2012.06.21 General AssemblyExamples in practice> PayPal in Eventbrite> Facebook > eventbrite
    14. 14. Heidi Harman @heidiharman 2012.06.21 General AssemblyExamples in practice> PayPal in Eventbrite> Facebook > eventbrite
    15. 15. Examples in practice> PayPal in Eventbrite> Facebook > eventbrite
    16. 16. Heidi Harman @heidiharman 2012.06.21 General AssemblyExamples in practice> PayPal in Eventbrite> Facebook > eventbrite
    17. 17. Heidi Harman @heidiharman 2012.06.21 General AssemblyExamples in practice> PayPal in Eventbrite> Facebook > eventbrite> Eventbrite > Twitter
    18. 18. Heidi Harman @heidiharman 2012.06.21 General AssemblyExamples in practice> PayPal in Eventbrite> Facebook > eventbrite> Eventbrite > Twitter
    19. 19. Heidi Harman @heidiharman 2012.06.21 General AssemblyAnother example in practice : Distributing Information
    20. 20. Heidi Harman @heidiharman 2012.06.21 General AssemblyWhy are we doing this at all? Who will implement the Strategy.ALLOW PEOPLETO FOCUS ONWHAT THEY AREBEST AT.
    21. 21. Heidi Harman @heidiharman 2012.06.21 General AssemblyWhy are we doing this at all? Who will implement the Strategy.REDUCE DEVCOSTS BY50-70%.DON’T REINVENTTHE WHEEL
    22. 22. Heidi Harman @heidiharman 2012.06.21 General AssemblyWhy are we doing this at all? Who will implement the Strategy.PUSH YOUR OWN SITE OUT AS FAR AS YOUCAN (ONLINE + APPS). LOOK AT FACEBOOKGRAPH (drewl). AN API HELPS YOU STRETCHAND REACH. #clever #betterdistribution#affiliate #easy #offsiteCAN YOU HELP THE END USER BE YOURBEST AMBASSADOR, BY WIDGETS ETC.#clever #displayCAN YOU HELP OTHERS WITH CORECOMPETENCE, BY DOING WHAT YOUR BESTAT. #clever #corecompetence
    23. 23. Heidi Harman @heidiharman 2012.06.21 General AssemblyWhy are we doing this at all? Who will implement the Strategy.WHAT IF YOURTEAM DIDN’THAVE TO BUILDEVERYTHINGFROM SCRATCH.
    24. 24. Heidi Harman @heidiharman 2012.06.21 General AssemblyWhy are we doing this at all? Who will implement the Strategy.OK SO YOUHAVE YOURGOAL. GREAT.NOW WHAT?
    25. 25. Heidi Harman @heidiharman 2012.06.21 General AssemblyADVANTAGES IN RELATIONSHIP TO THE STAKEHOLDERS. WHEN TO BUILD CUSTOMER PERSPECTIVE COMMIN INTEREST AREA API CREATOR (USING SOMEONE ELSES API) SUPPORT OTHER SITES ALMOST NO SHARE USERS AND SPREAD TECHNOLOGY DEVELOPMENT TIME SEAMLESS EXPERIENCES FOR MONEY, USERS INVOLVING THE SALES STRATEGIC ALLIANCES / DISTRIBUTED SITE TEAM PR ENTREPRENEURS LET PEOPLE DO WHAT EXPANDING AREAS OF INTELLIGENCE AND THEY ARE BEST AT USE INSIGHT
    26. 26. Heidi Harman @heidiharman 2012.06.21 General AssemblyWhy the marketing department will be happyLONGER TIME ON SITE #measurableACTION > RETURNING VIEWERS #CR #KPIMORE ADVIEWS #salesCONTENT IN CONTEXT #relevance
    27. 27. Heidi Harman @heidiharman 2012.06.21 General AssemblyWHO IS INVOLVED TECH, SALES AND MARKETINGROLES AND RESPONSABILITIES TECH SALES MARKETING
    28. 28. Heidi Harman @heidiharman 2012.06.21 General Assembly WHO IS INVOLVED TECH, SALES AND MARKETING ROLES AND RESPONSIBILITIES REACH GOAL ROLES AND RESPONSIBILITIES TO . SPEC WHAT ALREADY EXISTS THATS GOOD . IDENTIFY NEW POSSIBILITIES (R&D, BUSINESS DEVELOPMENT) . SET SALES GOALS WITH NEW TECH INFO REGARDING GOALS. TECH SALES MARKETING . UNDERSTAND API. BUILD . MEASURE SALES . COMMUNICATIVE LEAD . ORIGINATE A/B TESTING GENERATION. TEST INSTRUCTIONS STRATEGIES INTO SALES CAMPAIGNS.. IMPROVE . DEFINE NEW AREAS OF SALES, NEW TARGET . DESIGN INFORMATION. REBUILD GROUPS. SPREAD (SUPPORT IN RELEVANT CHANNELS AND MEASURE EFFECT).
    29. 29. Heidi Harman @heidiharman 2012.06.21 General AssemblyWhat to think of when in how mode? (Advanced)REST #RestfulAuthentication #makeitEasy #postcardSOAP #SimpleObjectAccessProtocol #package
    30. 30. Heidi Harman @heidiharman 2012.06.21 General AssemblyAssignment:HOW COUDL YOU USE API’S TOIMPROVE YOUR BUSINESS CASE?1. Whats the problem (possibility)?2. Whats the implemented API ofchoice?3. Whats the expected result?In groups/ or alone / depends on group> 2 minute presentation.
    31. 31. Heidi Harman @heidiharman 2012.06.21 General AssemblyRecourcesPROGRAMMABLE WEB DIRECTORYMASHERY HELPING COMPANY WITH API’S
    32. 32. Heidi Harman @heidiharman 2012.06.21 General AssemblyTHANK YOU@heidharmanHEIDI.HARMAN@GMAIL.COM+44 07712 406 778HEIDI HARMAN.COMREFINERY LABS.COM
    33. 33. Heidi Harman @heidiharman 2012.06.21 General AssemblyMonetization with APIs //TECH 225Heidi Harman, Founder , GeekGirl MeetupThursday, June 21st from 7:00 pm - 8:30 pm.The words "monetization" and "entrepreneur" dont always go hand in hand. However, many techstartups have taken an innovative approach to business development that should be of great interestto communication, marketing and sales professionals looking to unlock an untapped layer of profitmargin for their business.In this intermediate level course students will explore the digital frontiers of how businessdevelopment is evolving through the use of Application Programming Interfaces (APIs).After this 90 minute session, students with no previous knowledge of APIs will leave with"- A deeper understanding of APIs and how your business can benefit from them- Practical next steps for fine tuning your business model through the use of APIs- A wide range of best practices across various industriesStudents of this class should be working with their companies web, business development, or salesteam and possess an understanding of the companies KPIs. No other prerequisites are neccessary.Heidi Harman is a geek at heart and an entrepreneur by trade. Born in Sweden with a BA inBusiness from Denmark, Heidi is a serial entrepreneur, UX/UI designer, product developer, andfounder of her own agency. She is a frequent speaker at Swedish Internet Day, Danish Reboot, andHyperIsland. She is now working on her own startup in the mobile banking space. Cant make it? Sign up at http://galondon.com to stay in the loop on future events and classes.

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