a short presentation given to the JOLT accelerator cohort in March of 2013 that focus' on user centric revenue and the complimenting design methods i use.

1. user centric revenue

2. hi, i’m @darrellwhitelaw

3. Some titles i’ve had in my day:
Executive Creative Director at IPG Media Lab, Technology Experience Lead
at Co:Collective, Founding Partner at MIR, Art Director at Deep Focus, blah
blah blah blah blah . . .

4. over a dozen years
working with brands in
advertising and i’ve
never made a TV spot.

5. My dirty secret?
(For the most part, I make the things knucklehead creative directors put ads into.)

6. i design revenue opportunities

7. what we’ll talk about today . . .

8. Debunking the exit myth.
(or why you should care about making money from day one)

9. “I’m not really worried about how we make money, we’re just going to end
up getting acquired by (insert facebook/google/etc) anyway.”
“As long as we can keep the rounds going and the valuations up i’m sure
we’ll be fine”
“We’ll hire someone to think about revenue after we’ve made some money.”
“If we cash a check it will ruin our valuation.”

10. Would you rather try to
get hit by lightning or
learn to wire electricity?

11. besides, there are no promises anymore.

12. 75% of startups fail.
95% fail to meet their projections.
even the odds.

13. How it all works.

14. you should only care about two things -
THE USER
A VIABLE BUSINESS
In that order.

15. How do you balance two
things that have
traditionally fought
against each other?
(hint: i never said it was balanced)

16. product team
revenue team
Never dilute your offering, always have a product team running ahead
creating the best possible experience for your users that you can.
Always have a revenue focused team thinking about what the product team
is doing, maintain purity and never allow revenue to influence product.

18. user focused revenue is not a business function, it’s a design function.

19. The other part of
“commercialization” is the
idea that artists should only
be thinking about their art, not
about the business side of
what we do . . .
- Jay Z

20. How it sometimes looks.

21. redacted redacted

22. redacted
redacted

23. redacted
redacted
redactedredacted
redacted redacted redacted

24. redacted
redacted
redacted

25. DEMAND
PERFECTION

26. Implementing it.

27. two easy plays: data and brands

28. Every company is unique
when it comes to revenue.

29. your product
brand opportunities data sales
your product
brand opportunities data sales
data sales
brand opportunities
your product
Social customer base
Outreach
Utility Customer Base
Balance
Social customer base
Closed Use
Twitter
Foursquare
Instagram
Moveline
Rdio
Patch
Facebook
Letterpress
Vimeo

30. Where are the opportunities?
spend some time looking through your offering and
determine what you can add (and where) that brings
value to your user and the overall experience.

31. Remember: determine your value to your users,
then determine your value to sponsors.

32. Thanks.
get at me @darrellwhitelaw or darrellwhitelaw@me.com if you’re legacy.