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Idea Validation and User
Acquisition
How I Learned to Stop Worrying and Love My Idea
Syllabus
• Creating a quick prototype to assess the business quality
of my idea
• How to get the first users
• What can I ...
About Me
• 2006, Wikio, a Google News
competitor (France, now company
X, IPO 2015)
• 2008, Mikamai, a tech boutique for
fa...
Business models are
made up from data
• I can put up the simplest prototype of my idea
• People can test the prototype and even start to
generate some revenues
...
Eat Your Own Dog Food
Don’t Do What
You Love
Chase the Market!
Sunday, the
28th
Monday, the 29th Tuesday, the 30th
Idea, prototype Gather data Analysis, revenues(?)
1% Idea, 99% perspiration
Don’t Give a Sh@# About Ideas
The Simple Idea
• Tourism is Booming
• The Trip begins Online
• Visiting a City is About Having an
Experience
• Foreign To...
• Can I get People’s Data Before They Arrive?
• Can I sell Services & Offers to People while They Visit
The City?
• Restaur...
Day 1
• Measure The Market
• Think a Lot
• Intercept the Prospects With a
Prototypal Landing Page
Sunday,
the 28th
• How Big is the Tourism Market in
Bologna?
• Compare the Market to Similar
Destinations and Cities
• Obviously There at L...
Is is Possible to Make
Money by Selling Services
to These Tourists?
What do People Look For?
Sunday,
the 28th
• Arrival/travel/transfer
• Accommodation
• Food/restaurants
• Points of interest/Tours
• Wifi/Internet Connection/Mobile ...
• People search for what we are
trying to sell
• Actions that matter to people
generate transactions
• How do we prototype...
Landing Page
• Simple Web Page for Advertising
and Content Campaigns
• Describe and Sell a Service
• A/B Testing and Other...
I’m not Good
at Writing
HTML
I created a Simple Landing
Page in 20 Minutes
Sunday,
the 28th
• Instapage
• Landerapp
• Wix
• Landingi
Sunday,
the 28th
Day 2
Let’s Bring People In and Gather Some Data
How do I get People to My
Page?
• Paying for Traffic is not BAD!
• Advertising & Content
• Advertising is Quick and
Expensiv...
The Funnel
• You are About to Come in
Bologna
• Are You looking for the Best
Food Experience
• Do You want to Discover the...
The Channels
• Existing Databases (email addresses)
• Search Advertising (transactional!)
• Social Media (Interests & Prof...
Search Advertising
• Target only Foreign Users
• Find carefully all the Keywords they Use
• Spend 75% of the Budget in 24 ...
Social Media
• 25% of the Budget
• People are Shifting from Search
to Discovery
• Facebook knows about my
Interests
Monday...
Day 3
Analyse Data & Assess My Idea
Insights
• 11000 Searches Covered with 30
Keywords
• Social Media needs more tweaking
(no useful results)
• 320 Visitors t...
How do I make
Money?
Is the Market Profitable and
Scalable?
What I can sell
• Restaurant deals
• Tours/Exhibition tickets
• Internet connection
• Airport transfer
• Accommodation
I can also sell data
• Other companies might be
interested in sending profiled
information to the users
• Personal informa...
Is the Business Scalable?
• 50 * 3€ (mean transaction fee) *
365 = 65700€ per year
• 2€ contact by selling data =
36500€ p...
What’s Next?
• Establish the Business
• Reinvent Technology
• Sign Partners to Sell their Services
• Structure the Acquisi...
Let’s Get Things Started!
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bologna startup Idea Validation User Acquisition

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bologna startup Idea Validation User Acquisition

  1. 1. Idea Validation and User Acquisition How I Learned to Stop Worrying and Love My Idea
  2. 2. Syllabus • Creating a quick prototype to assess the business quality of my idea • How to get the first users • What can I know about my users and their opinions • Is it BIG enough?
  3. 3. About Me • 2006, Wikio, a Google News competitor (France, now company X, IPO 2015) • 2008, Mikamai, a tech boutique for fashion brands (sold to private investors, 2012) • 2013, Mapendo, mobile user acquisition and performance (Bologna)
  4. 4. Business models are made up from data
  5. 5. • I can put up the simplest prototype of my idea • People can test the prototype and even start to generate some revenues • Numbers help me evaluate the quality of my business idea • Later I’ll think about funding and scaling
  6. 6. Eat Your Own Dog Food
  7. 7. Don’t Do What You Love Chase the Market!
  8. 8. Sunday, the 28th Monday, the 29th Tuesday, the 30th Idea, prototype Gather data Analysis, revenues(?)
  9. 9. 1% Idea, 99% perspiration Don’t Give a Sh@# About Ideas
  10. 10. The Simple Idea • Tourism is Booming • The Trip begins Online • Visiting a City is About Having an Experience • Foreign Tourists have Money To Spend Sunday, the 28th
  11. 11. • Can I get People’s Data Before They Arrive? • Can I sell Services & Offers to People while They Visit The City? • Restaurant deals, Touristic Guides, Internet Connection, Exhibition Tickets, Shopping Sunday, the 28th
  12. 12. Day 1 • Measure The Market • Think a Lot • Intercept the Prospects With a Prototypal Landing Page Sunday, the 28th
  13. 13. • How Big is the Tourism Market in Bologna? • Compare the Market to Similar Destinations and Cities • Obviously There at Least 10 Similar Cities in Europe Sunday, the 28th
  14. 14. Is is Possible to Make Money by Selling Services to These Tourists?
  15. 15. What do People Look For? Sunday, the 28th
  16. 16. • Arrival/travel/transfer • Accommodation • Food/restaurants • Points of interest/Tours • Wifi/Internet Connection/Mobile Phones • History Sunday, the 28th
  17. 17. • People search for what we are trying to sell • Actions that matter to people generate transactions • How do we prototype this? Sunday, the 28th
  18. 18. Landing Page • Simple Web Page for Advertising and Content Campaigns • Describe and Sell a Service • A/B Testing and Other Advanced Marketing Techniques • No Engineers Must Be Harmed During this Phase Sunday, the 28th
  19. 19. I’m not Good at Writing HTML I created a Simple Landing Page in 20 Minutes Sunday, the 28th
  20. 20. • Instapage • Landerapp • Wix • Landingi Sunday, the 28th
  21. 21. Day 2 Let’s Bring People In and Gather Some Data
  22. 22. How do I get People to My Page? • Paying for Traffic is not BAD! • Advertising & Content • Advertising is Quick and Expensive • Content is Slow and requires Creativity • Let’s invest 50 euros! Monday, the 29th
  23. 23. The Funnel • You are About to Come in Bologna • Are You looking for the Best Food Experience • Do You want to Discover the Hidden Gems of the City • Do You need an Internet Connection while you Tour the City? • Leave me Your Data! Monday, the 29th
  24. 24. The Channels • Existing Databases (email addresses) • Search Advertising (transactional!) • Social Media (Interests & Profilation) • Content Monday, the 29th
  25. 25. Search Advertising • Target only Foreign Users • Find carefully all the Keywords they Use • Spend 75% of the Budget in 24 Hours Monday, the 29th
  26. 26. Social Media • 25% of the Budget • People are Shifting from Search to Discovery • Facebook knows about my Interests Monday, the 29th
  27. 27. Day 3 Analyse Data & Assess My Idea
  28. 28. Insights • 11000 Searches Covered with 30 Keywords • Social Media needs more tweaking (no useful results) • 320 Visitors to my Landing Page • 40 Email Addresses in my Database • 45€ Spent • Cost 1.1€ per contact Tuesday, the 30th
  29. 29. How do I make Money? Is the Market Profitable and Scalable?
  30. 30. What I can sell • Restaurant deals • Tours/Exhibition tickets • Internet connection • Airport transfer • Accommodation
  31. 31. I can also sell data • Other companies might be interested in sending profiled information to the users • Personal information is valuable and pricey
  32. 32. Is the Business Scalable? • 50 * 3€ (mean transaction fee) * 365 = 65700€ per year • 2€ contact by selling data = 36500€ per year • 20 cities > 1M€ revenues per year • Acquisition costs can be optimised a lot • Platform Cost 30%
  33. 33. What’s Next? • Establish the Business • Reinvent Technology • Sign Partners to Sell their Services • Structure the Acquisition Campaigns
  34. 34. Let’s Get Things Started!

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