The document discusses problems with harnessing big data and making companies more data-driven. It proposes empowering consumers to control and profit from sharing their personal data by creating a marketplace where consumer data can be traded. The plan is to build a minimum viable product allowing consumers to access, manage and sell access to their data while complying with regulations. Organizations and advertisers would be able to purchase consumer data to improve targeting and experiences. The goal is to test the value proposition, build the underlying technology, and establish an independent company.

1. Stanford University
Technology Entrepreneurship
November 2012
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2.  Problem:
◦ Big Data (volume, variety, velocity) is not currently
harnessed to its full potential for business decisions
◦ Access to public data in a repetitive and meaningful way is
not available
◦ Big data technology, has not yet delivered on the promise
to transform companies into data driven organizations
◦ Data scientist shortage: complex mathematics and
machine learning theories require data scientists that are
in short supply
 How does one help companies becoming more
data driven?
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3. http://analytics4bigdata.com/
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5.  Attended Big Data Conference Strata and Hadoop in
NYC October 23-25, 2012 (2,500 attendees)
 Interviewed:
◦ Potential customers (Telco, Financial, Retail, CE, Gov)
◦ Industry players (including some competitors like
clearstorydata or patternbuilder)
◦ Largest technology providers such as IBM and EMC
 Results:
◦ Aha moment! The whole big data industry is trying to help
companies to become more data driven
◦ This is already a crowded space
◦ Difficult to be transversal at the business level (i.e. You have
to be industry vertical specific to be relevant)
◦ Difficult to add value with yet another set of technology
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6.  Find another market and value proposition based
on the same big data technology and machine
learning algorithms'
 From MIT Sloan research:
◦ Most of Big Data is composed of Personal Data
◦ USA, Canada and EU have put a legal framework around
Personal Data = Assets owned by individuals
 World Economic Forum
◦ Personal Data: The Emergence of a New Asset Class
(report available there: http://goo.gl/kuE2o)
◦ “Personal data is becoming a new economic “asset class”,
a valuable resource for the 21st century that will touch
all aspects of society.”
 Personal Data is the new digital oil
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7.  by empowering consumers to control the use
of their personal data
 by rewarding consumers for sharing their
personal data
 by creating a market place where consumer
brands can trade personal data to get revenue
and acquire qualified consumer targets
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8.  #1 For consumers, provide an easy way,
through a web site and/or mobile app, to do
the following:
◦ Discover all their personal data
◦ Take control of their personal data (e.g. get access,
modify, retrieve and delete)
◦ Manage access rights (which companies is provided
the rights to access which personal data)
◦ Receive money or discounts in exchange for
providing access to their personal data
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9.  #2 For organizations storing or accessing
personal data:
◦ "Create new revenue streams" by selling personal
data to 3rd parties while in compliance with the
new regulatory environment and fully authorized by
the consumer
◦ By using the "Personal Data Market", organizations
can offer the personal data they store to a large
number of bidders (advertisers). This creates a
faster, and more dynamic monetization of the
personal data, instead of creating a lengthy
strategic partnership with one or two specific
companies (advertisers).
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10.  #3 Advertisers (B2C companies)
◦ 1-1 targeting to consumer like never before by
knowing trusted information on the personal data
◦ Improve customer experience by delivering a
proposed deal to a likely qualified person who did
agree to share some of these personal data
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11.  #1) Consumers with some digital presence
◦ Initial targets are consumers in the USA, Canada and the European
Union (legal framework in these countries)
 #2) Organizations getting access, storing and maintaining
consumer personal data.
◦ Initial targets are the large commercial organizations dealing
directly with consumers. Examples of such organizations are
Financial Services (retail bank, insurances), telecommunication
and media services, consumer goods, consumer staples,
transportation, utilities and energy.
 #3) Advertisers who wants to market product and services
directly to consumers
◦ Large consumer brand organizations (same as the one in 2) but
also small and local businesses.
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15.  Using Appifier, the Wordpress website front-
end will be turned in to an iPhone and
Android app with the same functionality
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17.  Test the value proposition using online surveys
and interviews on:
◦ Consumers
◦ Consumer Brands
◦ Advertisers
 Minimum Viable Product
◦ Improve the prototype web sites
◦ Design underlying technology architecture
◦ Design the auction and payment algorithms
 Build company
◦ Define Company Mission and Values
◦ Look for independent board members and evangelists
◦ Define investment needs
◦ Prepare pitch
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