Winning first customer is tough! You are launching a unique Data Analytics Software or SaaS solution and looking to access the most attractive markets? Ignacio Barrios Baños , CEO & Co-founder shares how Kido Dynamics is generating deep knowledge about the mobility behavior of millions of people through machine learning technologies. Ignacio draws from his real-life experience from early startup days to now managing customers across 10 countries.

1. Tech Talk
Win customers in Data
Analytics & ML Software
B2B SALES FUNDRAISING TECHNOLOGY

3. HervéFlutto
B2BEntrepreneur,EMBA
FounderofSparksense
IgnacioBarriosBaños
Co-Founder& CEO

4. Data Analytics as a Service

5. Generate actionable intelligence
upon people’s mobility
Democratize Big Data
Simplify Mobility Solutions
Boost Data-Driven Decisions
Our purpose

6. Mobility
Data Analytics as a Service
Automated Data Processing within a
Secure Execution Environment
Private Cloud
Tourism
Retail
Insurance
Government
Here we put a lot of BUZZ words: “artificial
intelligence”, “machine learning”, “deep
learning”, “private by design”…
Telco Infra
These guys (aka customers),
don’t’ care AT ALL!!!

8. Benefits >>> Costs

9. What we were selling in August 2018
Massive Mobility Data
Millions of data
points provided by
telcos
Entropic Reconstruction Trajectories
Predict missing
information and
future trends
Identify who,
where and when

10. Selected area: Parcheggi METRO
Ranking: 17th
Score: ★★★★★ (4.2)
Trip distance
Km
Stay length
Hours
Arrival/departure time
Time
Arrivals
Departur
es
How we foresaw our product in August 2018

11. report
Report name: “ Reporte de Santander”
Grouping: PoI is part of a group of user defined areas – metric s ranking in green
Location type: User defined point of interest (PoI) polygon area.
Unique ID: # 12345678
Requested by: croldan@kidodynamics.com
Date: Monday, June 1st 2020 . 14.20 PM (CET)
Visualization reference
Dataset parameters
Period of analysis: FROM 2019-10-01 TO 2019-10-30
Reference coordinates: Lat 40.392657, Long -3.878987. Clic k here to visualize in Google Maps
/ Kido Dynamics Pre-defined point of interest (PoI) polygon area.
/ PoI is not part of a group of user defined areas and
no ranking will be displayed.
PoI group name: “Ubic ac iones c orporativas Santander”
Population: Selec ted postal codes.
Population
Area of influence
Population
Are of influence
PoI PoI
Area of influence: Delimited by all Origin and Destination trips major c onc entration (xx%) that have at least
passed by the user defined PoI “ Approach Area” during the period analyzed.
Approach Area: 150 mtrs 200 mtrs / 300 mtrs / 400 mtrs / 500 mtrs / Or defined by user utilizing a polygon.
Main metrics
Population: 550,000 Population is the total number of people who live within a market.
Total unique visitors: 263,162 Total number of visitors within Approach Area within analyzed period.
Approac h is the distance measured along the line of travel from the point where an advertising unit, structure or outdoor billboard first becomes fully readable and visible
to the point where the copy is no longer readable. Typically approach reads on outdoor billboard units or displays are from 500, 400, 300 and 200 mtrs.
Or defined by user by utilizing a polygon.
Annual Average Daily Traffic (AADT): 11,580 Annual average daily traffic (AADT) is a an estimated measurement
representing the total number of vehicles passing a specific highway
outdoor billboard loc ation, based on 24 hour counts taken over an entire
year.
Daily Effective Circulation (D.E.C.) is the average number of passers-by or
persons (18+ years) in cars or other vehicles, that could potentially be
exposed to an advertising display or billboard for either 12 hours
(unilluminated – 6:00am to 6:00pm) or 18 hours (illuminated – 6:00am to
12:00 midnight) on average within the period analyzed.
Daily Effective Circulation (DEC): 10,705
Rank 2nd
Rank 2nd
PAGE 1 / 4 Unique ID: # 12345678
OOH Advertising
Automatically generated
reports through a booking
platform with limited KPIs
SaaS solution for subscriptions
with pre-computed KPIs and
daily/weekly/monthly updates
On-demand queries for
sophisticated customers with
multi variable analysis
Visualization Platform Rest APIOn-demand reports
What we sell today

12. Critical for us: customer segmentation
Use case: mobility
Trafficvolume, average speed, origin/destination,
congestionlevel, etc.
Traffic Analysis in Kuala Lumpur (Malaysia)
Potential customer
Market potential
Kido Dynamicscounts
Mitsubishi Motorsas
investor through
B4MotionVentures
500+ engineering firmsand
transportation consortiums
JPY10 M annual subscription
JPY5 Bmarket potential
Use case: tourism
Number of tourists, overnight stays, time spent,
nationality, province of origin, etc.
Reports for municipalities and cities
Potential customer
Market potential
47 prefectures, 60 core cities,
800+ cities
JPY50 kmonthlyreport (average)
JPY600 M market potential
Use case: location intelligence
Numbersof visitors(residents, regulars, non regulars),
dwell time, sociodemographicinformation, etc.
Dashboard for retailers, restaurants, etc.
Potential customer
Market potential
20’000+ pointsof sale (just 7/11)
100’000+ pointsof sale
JPY1’000 monthlyreport (average)
JPY1.5Bmarket potential
Use case: OOH
Numbersof visitors(residents, regulars, non regulars),
dwell time, sociodemographicinformation, etc.
Audience measurement for billboards
Potential customer
Market potential
200’000+ billboards
10+ agencies
JPY10 dailyinformationper PoI
JPY700 M market potential

13. 1. Talk, talk, talk to your customers
2. Product/market fit is sprinting a
marathon
3. Your MVP is just VIABLE
4. Don’t fall in love with your tech/product
5. Don’t underestimate market complexities
Key take away

14. Avenue de Sevelin 46
1004 Lausanne
info@kidodynamics.com

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Q&A

16. Launch a new product.
Enter new markets. Build
incremental dealflow.
get in touch
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