A presentation for Bisnode's internal day around APIs.

1. Marketing through APIs
Annika Lidne
@annika
for Bisnode
2012-02-01
Photo by @boetter / Flickr

2. Annika Lidne
annika Annika Lidne
annika@disruptivemedia.se | +46 (0)70 435 05 45
slides: slideshare.net/annikalidne
Current projects

4. Have you checked in here?

5. 4sq. lets their users map the world.
Text
Photo: DonkeyHotey/Flickr

8. Then:

9. Now:

11. This used to
be your
customer
Photo by Loop_oh / Flickr

12. This is your new customer
Photo by JForth / Flickr

13. 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

14. “Networks are sentient social
objects. You can’t reach me if you
don’t reach my network.”
- Mark Comerford

15. Consciousness
Content
Trust
Visibility
(SEO / SEM)
Validation

16. The new breed of companies
Photo by gretcurtis/Flickr

17. APIs is
THE NEW BLACK
for governments &
authorities
Their free APIs can
compete with yours.

19. Time frames
Corporation
IDEA!
1w 2w 3w
Proposal
MEETING
TESTING
IDEA! Independent dev
1w 2w 3w
Coding
LAUNCH!

22. The Age of the Ecosystem

23. The micro blogging war

27. An API horror

29. Photo by leyink / Flickr

30. Photo by Laughing Squid / Flickr

31. Making friends fast

33. 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 model
down 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 data
market dynamics Test Solution
& hypothesis flow

34. The most misunderstood internet meme:
“Fail fast”

35. How to win
‣ Good, well-documented API
‣ Easy to find through API-sites
‣ Price for win-win
‣ Market it!

36. “The illiterate of the 21 c won't be
those who can't read and write, but
those who can't learn, unlearn, and
relearn.”
Alvin Toffler, futurist
Photo iStockPhoto

37. Thanks for listening!
annika Annika Lidne
annika@disruptivemedia.se | +46 (0)70 435 05 45
slides: slideshare.net/annikalidne
Current projects