the third class of the spring 2017 untangling the web series with a guest presentation by Chris Hawkins of Authentic business solutions https://authenticlab.ca/

1. UNTANGLING THE WEB
CLASS 3:
ADVERTISING ON THE WEB
GUEST PRESENTATION BY CHRIS HAWKINS OF AUTHENTIC BUSINESS SOLUTIONS
HTTPS://AUTHENTICLAB.CA/
STARTING TO PLAN YOUR WEB BUSINESS – MODEL CANVASES

2. AGENDA
• ADVERTISING – GOOGLE ADWORDS, FACEBOOK, BUYING CLICKS, SOCIAL MEDIA
• CHRIS HAWKINS VISIT – SEO AND ADVERTISING SPECIALIST
• SERVICE REVENUES, LIFETIME CUSTOMER VALUE
• LEAN LAUNCHPAD AND THE BUSINESS MODEL CANVAS
• THE MISSION MODEL CANVAS FOR NON-PROFIT VENTURES
• GROUP WORK AND DISCUSSION OF HOMEWORK 3

3. ADVERTISING ON THE WEB
• DON’T BE THIS GUY!!!

4. MAKING SURE YOUR AUDIENCE IS INTERESTED
• I SOLICIT ADVERTISEMENTS TO MY INBOX
• REALLY! THERE ARE SOME THAT I WANT IN THERE – BIOTECH PRODUCTS, AUCTION
NOTICES, NVIDIA
• BUT WHEN SOMEBODY SELLS MY INFO AND I GET SPAM FOR THINGS I DON’T CARE
ABOUT… WATCH OUT!
• WHO KNOWS WHAT I WANT?
• GOOGLE DOES
• TO A LESSER EXTENT FACEBOOK DOES
• MY FRIEND GROUPS CERTAINLY DO
• AD BLOCKERS

5. GOOGLE ADWORDS
• ADWORDS VERSUS ADWORDS EXPRESS
• PAY PER CLICK
• MORE SPECIFIC SEARCH TERMS ARE CHEAPER
• HTTPS://WWW.YOUTUBE.COM/WATCH?V=CU3X9Q_4ROG

6. FACEBOOK ADS
• THERE IS A LOT OF SCEPTICISM OVER THE VALUE OF FACEBOOK ADS
• FACEBOOK TARGETS TYPES, GOOGLE TARGETS BUYING MOMENTS (IE. WHEN YOU’RE
SEARCHING)
• BUT FACEBOOK CPC (COST PER CLICK) IS WAY LOWER THAN GOOGLE
• AND FACEBOOK KNOWS DIFFERENT THINGS THAN GOOGLE DOES
• WHO YOUR FRIENDS ARE
• YOUR PICTURES AND INTEREST GROUPS
• MORE COMMENT HISTORY
• HTTP://WWW.DIPOLL.COM/BLOG/2010/11/SIX-STEPS-TO-RUN-CHEAP-AND-
SUCCESSFUL-FACEBOOK-ADVERTISING-CAMPAIGNS/

7. DEEP TARGETING
• HTTP://GHOSTINFLUENCE.COM/THE-ULTIMATE-RETALIATION-PRANKING-MY-
ROOMMATE-WITH-TARGETED-FACEBOOK-ADS/

8. BUYING CLICKS AND VIEWS
• FOR THE MOST PART, DON’T DO IT!
• KIND OF LIKE BUYING LINKS, WHAT YOU BUY WON’T BE GOOD QUALITY
• FOR CERTAIN PURPOSES THERE MAY BE A BENEFIT TO BUYING PROMOTION OF A
PARTICULAR CAMPAIGN, THOUGH
• FOR INSTANCE, HTTP://QUUUPROMOTE.CO

9. SOCIAL MEDIA
• BIG THING IS TO SPEAK LIKE A NATIVE, SO SERVICES LIKE QUUU WHICH PUSH
MULTIPLE PLACES MAY BE LESS EFFECTIVE
• HOOTSUITE AND SITES LIKE THAT LEAD TO THE SAME PROBLEM
• BRIAN, THE FELLOW ON THE FACEBOOK PRANK, ACTUALLY STYLED HIMSELF A
REDDIT MARKETER FOR A WHILE. WHAT’S THAT?
• HTTP://GHOSTINFLUENCE.COM/JEDI-MIND-TRICKS/

10. CHRIS HAWKINS
• CHRIS HAWKINS IS A MARKETER, STRATEGIST, AND STORYTELLER. HE SPENT
MOST OF HIS EARLY ENTREPRENEURIAL CAREER WORKING ON HIGH IMPACT
SOCIAL ENTERPRISES, INCLUDING CREATING THE LARGEST YARD SHARING
NETWORK IN NORTH AMERICA.
CURRENTLY, CHRIS IS THE CEO OF AUTHENTIC BUSINESS SOLUTIONS, A WEB
DEVELOPMENT AND SEO FIRM BASED IN GREATER VICTORIA. AWAY FROM THE
COMPUTER, CHRIS IS MOST AT HOME IN GHOST TOWNS, LOOKING FOR THE
TREASURES OF DAYS PASSED. WWW.AUTHENTICLAB.CA

11. SERVICE REVENUES
• SaaS AND PaaS
• SOFTWARE AS A SERVICE
• MANY EXAMPLES.. EMAIL, VIDEO SITES SUCH AS PLURALSIGHT, MAILCHIMP, FEEDLY, DRIP
• ANYTHING CHARGING A REGULARLY RECURRING FEE FOR A SERVICE
• PLATFORM AS A SERVICE
• HEROKU
• NITROUS.IO
• WEEBLY
• ANYTHING CHARGING A FEE FOR A PLACE YOU CAN BUILD A WEB OFFERING

12. LIFETIME CUSTOMER VALUE
• EASY FOR SERVICE BUSINESSES – IT IS SIMPLY THE MONTHLY FEE TIMES THE
AVERAGE LENGTH SOMEONE IS A CUSTOMER
• HARDER FOR PURE SALES SITES SINCE DIFFERENT CAMPAIGNS MAY ATTRACT
DIFFERENT TYPES OF CUSTOMER
• VERY HARD WHEN YOUR BUSINESS IS VERY NEW

13. STARTUPS FOR THE REST OF US
• HTTP://WWW.STARTUPSFORTHERESTOFUS.C
OM/EPISODES/EPISODE-294-BACK-OF-THE-
ENVELOPE-BUSINESS-MODEL-TEST
• START AT 5:55 AND LISTEN FOR A FEW
MINUTES

14. LEAN LAUNCHPAD
• MOVING INTO THE BUSINESS STRATEGY SIDE OF THE COURSE AND SETTING UP
FOR PROJECT 1
• STEVE BLANK
• HTTPS://WWW.YOUTUBE.COM/WATCH?V=M733S5PNPWC
• ERIC RIES

15. BUSINESS MODEL CANVAS
• HTTPS://YOUTU.BE/QOAOZMTLP5S

17. ELEMENTS OF THE CANVAS

18. MORE IN DEPTH LOOK AT THE BUSINESS
MODEL CANVAS
• WE DON’T HAVE TIME TO WATCH IN CLASS, BUT PLEASE WATCH AS YOU’RE
THINKING ABOUT YOUR PROJECT
• HTTPS://YOUTU.BE/SLIMK6Z2JLA

19. VALUE PROPOSITION CANVAS
• HTTPS://YOUTU.BE/AN36ECTE54Q

21. VALUE PROPOSITIONS

22. ARE YOU A SOCIAL ENTERPRISE?

23. MISSION-ORIENTED VENTURES

24. MISSION MODEL CANVAS
• HTTPS://STEVEBLANK.COM/2016/02/23/THE-MISSION-MODEL-CANVAS-AN-
ADAPTED-BUSINESS-MODEL-CANVAS-FOR-MISSION-DRIVEN-ORGANIZATIONS/
• HTTPS://YOUTU.BE/_JVWCY1OJLQ

25. LEAN SOCIAL ENTERPRISES
• FOCUS IS STILL ON CUSTOMERS AND GETTING MARKET FIT
• BUT PROFITABILITY IS NO LONGER THE KEY METRIC
• HTTPS://MBS.EDU/GETMEDIA/91CC0D01-3641-4844-B34C-
7AEE15C8EDAF/BUSINESS-MODEL-FOR-SE-DESIGN-BURKETT.PDF

26. QUICK HTML INTRODUCTION
• THESE NEXT FEW SLIDES ARE JUST THE BRIEFEST INTRODUCTION INTENDED TO
SET YOU ON YOUR WAY TO THIS WEEK’S HOMEWORK
• I DO NOT EXPECT ANY PRETTY FORMATTING AT THIS TIME
• A FUNCTIONAL WEB PAGE THAT CAN APPEAR IN THE BROWSER IS ALL I’M
LOOKING FOR
• FEEL FREE TO USE ONLINE TOOLS LIKE HTTPS://HTML-ONLINE.COM/ TO MAKE
YOUR JOB EASIER IF YOU WANT, BUT A SIMPLE EDITOR (LIKE VS CODE WHICH WE
INSTALLED LAST WEEK) IS ALL YOU NEED

27. A BASIC HTML PAGE

28. WHAT HTML IS AND ISN’T
• HTML IS A FORMATTING LANGUAGE
• HTML IS A LINKING LANGUAGE (HYPERTEXT MARKUP LANGUAGE)
• HTML IS NOT A PROGRAMMING LANGUAGE
• HTML IS NOT A GRAPHICAL DISPLAY LANGUAGE WITHOUT OTHER EXTENSIONS
• HTML IS NOT A SEMANTIC MARKUP LANGUAGE, EXCEPT IN THE MOST
RUDIMENTARY OF WAYS

29. TAGS
• THINGS THAT ARE ENCLOSED IN ANGLE BRACKETS <>
• GENERALLY HAVE AN OPENING TAG <SOMETAG> AND A CLOSING TAG
</SOMETAG>
• SOMETIMES, CAN BE SELF-CLOSING <BR/>
• NESTING IS IMPORTANT

30. STRUCTURE OF AN HTML PAGE
• <HTML>
• <HEAD>
• </HEAD>
• <BODY>
• CONTENT
• </BODY>
• </HTML>
• SAVE THAT AS A .HTML FILE AND YOU’RE DONE! (WELL, THERE’S MUCH MORE BUT DONE FOR
TODAY  )

31. PROJECT 1
• If you choose one of the CanAssist topics:
• You’ll need to sign an IP agreement so that they can use it
• You’ll form a group with those others that are interested in that topic, or if larger than 3-4 people break into
smaller groups. More than one group on the same topic is fine since you’ll come up with different designs.
• Presentation on Jan 25th will be graded (out of 15) as
• 3 points for analysis of users and showing fit to the proposal requirements (does it match the requirements?)
• 5 points for presentation of compelling user stories (will people want to use it?)
• 5 points for website design and usability (will they be able to use it?)
• 2 points for presenting a scoped-down subset of the full design that is achievable for projects 2 and 3 (will you be able to
build it?)

32. PROJECT 1
• If you choose a project of your own rather than a CanAssist project
• No IP agreement, obviously. The work is yours, but do be aware of disclosure.
• Groups should be 3-4 people. 2 in a pinch, 5 if necessary. No 1 person projects will be allowed.
• Grading (out of 15) for the Jan 25th presentation:
• 3 points for a compelling idea, supported by market analysis (will it be viable?)
• 5 points for compelling user stories (will people want to use it?)
• 5 points for website design and usability (will they be able to use it?)
• 2 points for a scoped-down subset for projects 2 and 3 (will you be able to build it?)

33. PROJECT DELIVERABLES
• A BUSINESS MODEL CANVAS OR A MISSION MODEL CANVAS
• AT LEAST 2-3 WELL CRAFTED PERSONAS
• A WEBSITE DESIGN – THIS CAN BE CRAFTED USING PHOTOSHOP, USING PROTOTYPING TOOLS
SUCH AS BALSAMIQ, INVISIONAPP.COM, OR HTTP://PENCIL.EVOLUS.VN/
• THE MAIN THING FOR THIS ROUND IS THE FLOW AND CONCEPTUAL DESIGN. IF YOU WANT TO DRAW
ON PAPER AND THEN SCAN THAT IN FOR YOUR PRESENTATION THAT IS FINE TOO.
• A PRESENTATION – POWERPOINT OR WHATEVER FORM YOU LIKE, BUT PLEASE HAVE YOUR
MATERIALS IN SOMETHING THAT CAN BE SHOWN IN A PRESENTATION TO THE CLASS ON THE
25TH. AIM FOR A 5-7 MINUTE PRESENTATION, BUT THIS IS JUST A GUIDELINE.
• MAKE SURE YOU IDENTIFY THOSE PIECES THAT YOU WANT TO BUILD OUT FIRST!

34. GROUP WORK
• GOAL NUMBER 1: GET INTO A GROUP!
• GOAL NUMBER 2: GET FIGURED WHEN YOU ARE GOING TO WORK ON THIS.
EXPECT TO TAKE AT LEAST 3-4 HOURS ON IT.
• GOAL NUMBER 3: START WORKING ON THE BUSINESS MODEL CANVAS FOR YOUR
WEBSITE PROJECT

35. HOMEWORK #3
• DUE WED JAN 25TH AT THE START OF CLASS
• PLEASE EMAIL TO DEREKJA@GMAIL.COM
• YOU HAVE A WEB BUSINESS SELLING STAR WARS TOYS, YOU GET THEM FROM A SUPPLIER AND THEY
AREN’T QUITE APPROVED TOYS SO THEY CAN’T BE CALLED STAR WARS, BUT THEY ARE PLAINLY
DRAWN FROM THE SAME UNIVERSE. THEY SEEM TO APPEAL MOST TO PRE-TEEN BOYS, BUT YOU
HAVE A SIGNIFICANT SECONDARY FOLLOWING AMONG GAMERS OF ALL GENDERS SINCE THE
CHARACTERS HAVE FOUND THEIR WAY INTO AN ONLINE ROLE PLAYING GAME.
• 1 DESIGN A WEB MARKETING PLAN FOR THESE TOYS, YOU HAVE $1000 A MONTH TO SPEND. WHAT
KEYWORDS DO YOU BUY? HOW ELSE DO YOU SPEND YOUR MONEY?
• 2 SKETCH OUT A BUSINESS MODEL CANVAS OUTLINING THE FUNDAMENTALS OF THIS BUSINESS
• FORMAT YOUR ANSWER AS AN HTML PAGE AND PUSH IT UP TO YOUR GITHUB REPOSITORY. YOU
CAN USE AN ONLINE HTML EDITOR LIKE HTTPS://HTML-ONLINE.COM/ TO HELP WITH THE TAGS
AND FORMATTING.