Use of low-cost internet technologies for the development of Minimum Viable Projects

1. Internet for startuppers
use of low-cost internet tools for the
development of Minimum Viable Projects
By
Antonio Scribano
Trieste, Sept. 6th, 2013

2. Who I am

3. About Fattelo!

4. What are the advantages?

5. What are the advantages?

6. What are the advantages?

7. But… what does a designer do?
Karim Rashid
Juicy Salif by P. Starck

8. Designers are problem solvers

9. Everything is designed

10. Everything is designed

11. Everything is designed

12. Everyone is a designer
YOU CAN
DESIGN

13. Everyone is a designer
PRODUCT
DESIGN

14. Everyone is a designer
EXHIBITION
DESIGN

15. Everyone is a designer
USER EXPERIENCE
DESIGN

16. Everyone is a designer
BUSINESS MODEL
DESIGN

17. Everyone is a designer
STRATEGIC
DESIGN

18. Everyone is a designer
COMMUNICATION
DESIGN

19. What are we talking about ?
MVP
Minimum Viable Product

20. What are we talking about ?
MVP
Minimum Viable Project

21. What stage?

22. Where we are
Hi!

23. What about the costrains?

24. What we’ll learn
-
How the internet works (in a simplified style)
What to do to communicate your project
How to use the web to collect data and understand
more about your audience and your customers
How to spread the word about your project
How to start selling online and some basic techniques
to increase sales

25. Part 1
VERY VERY VERY BRIEF
HISTORY OF THE INTERNET
(FROM A USER PERSPECTIVE)

26. Something for experts

27. User-generated content

28. Feedback

29. The revolution of social networks

30. Going mobile

31. From message to dialogue

32. From message to dialogue

33. From Brand Image to Brand Committment

34. The word of mouth
75%
of people thinks
companies don’t say the
truth in their advertising
Source: www.unica.com

35. A new keyword
AUTHENTICITY
Share your story,
ask for participation

36. It’s easier with web 2.0

37. So, how can we use the www?
Collect data
Spread the word
Get in touch

38. Part 2
CREATING YOUR FIRST
COMMUNICATION STRATEGY

39. Asset #1: a great project
Solves an important issue
(useful)
Solves it in a creative way
(innovative)
Excite people (fascinating)

40. Some basic facts

41. Some basic facts

42. Some basic facts

43. Some basic facts

44. Some basic facts
Channels
Values
Language
(+ knowledge)

45. Step 1: find the values
Open
philosophy
DIY
ecology
Makers
participation
change
reuse
project
entrepreneurship
future
youth
Do/learn

46. Why it is useful?
Open
philosophy
ecology
project
Makers
participation
DIY
community
change
customization
future
reuse
entrepreneurship
youth
Do/learn

47. Step 2: choose your language
Hilarious
Generic
Technical
Serious

48. Step 2: choose your language
The boy in the
pub downstairs
Hilarious
Generic
Technical
The referee
for your article
Serious

49. Step 3: find the channels
OWNED
You can manage them,
you build your audience
COMMUN.
CHANNELS
NOT OWNED
Someone else manage them,
have their own audience
Website
Blog
SN pages
Web radio
Youtube channel
…
Online/offline mag.
Blogs
Communities
Forums
SN pages
….

50. Step 3: find the channels
OWNED
You can manage them,
you build the audience
COMMUN.
CHANNELS
NOT OWNED
Someone else manage them,
have their own audience
Website
Blog
SN pages
Web radio
Youtube channel
…
Online/offline mag.
Blogs
Communities
Forums
SN pages
….

51. Don’t forget your choices
1. VALUES
Ecology, fairness, equality…
2. LANGUAGE
3. CHANNELS
Direct, funny, technical…
Owned (website, blog, SN)
Not Owned (community, online
magazines…)

52. Part 3
MINIMUM
COMMUNICATION KIT

53. The name
1. Distinctive
2. Meaningful
3. Memorable

54. The name
Italian litteral
translation for
DIY (backstory)
FATTELO!
1. Distinctive
2. Meaningful
3. Memorable
Stay short

55. The name
Italian litteral
translation for
DIY (backstory)
FATTELO!
1. Distinctive
2. Meaningful
3. Memorable
Stay short

56. The logo
1.
2.
3.
Convey a big idea
Embody strategic positioning
Differentiate you from the competition

57. Creating your first logo

58. Creating your first logo

59. The press release
HEADLINE + DATE
INTRODUCTION
BODY
Briefly summarizes the news
Who, What, When, Where and Why
Further explanations and relevant details
CONTACT INFORMATION
Write down your
telephone number!

60. The press release
HEADLINE + DATE
INTRODUCTION
BODY
Briefly summarizes the news
Who, What, When, Where and Why
Further explanations and relevant details
CONTACT INFORMATION
Write down your
telephone number!

61. Images and videos

62. Images and videos

63. Infographics
Source: unbounce.com

64. Infographics
Source: unbounce.com

65. Infographics
Source: unbounce.com

66. Use Dropbox

67. Part 4
CREATING YOUR BRAND NEW
WEBSITE (SPENDING REALLY
FEW MONEY)

68. Get in touch
Tell your story
Get in touch
Collect data

69. Really low-cost options
/
Wordpress
or
Tumblr
+
URL
Domain
name
+
Free
Template

70. Wordpress on dedicated hosting

71. Wordpress: plugins
plugintable.com

72. Wordpress on dedicated hosting
+
Wordpress
URL +
Domain
name
+
Web
Hosting
+
DB
+
Protection
Template

73. Find your template

74. Which template?
Responsive
Support plugin
Easily customizable

75. Part 5
IMPLEMENT ANALYTICS
AND DISCOVER THE FULL
POTENTIAL OF YOUR WEBSITE

76. What is Google Analytics?

77. What are KPIs?
Key
Performance
I ndicator

78. Number of visitors / Time spent

79. Demographics

80. Demographics

81. Technology

82. Traffic sources

83. Traffic sources (search)

84. Traffic sources (referral)

85. Visitors flow

86. Event tracking

87. App pretotyping

88. Goals and conversion funnel
Event 1
Event 2
Event 3
Event 4
Goal

89. Goals and conversion funnel
Downl.
/Buy
411
Select
product
Qty
Pay
now
Sale
76
71
20
4

90. E-commerce conversions

91. E-commerce conversions

92. Increase visits and purchases
Visitors
Interested
YOU
Customers

93. Increase visits and purchases

94. Ex.: Statistics for eppela.it
Age
Income
25-44
0-30K $
Education
Time spent
Graduated
4:40 min
Origin
Italy (86,6%)
Source: www.alexa.com

95. Quantcast
Nytimes.com

96. Quantcast
Nytimes.com

97. Technorati

98. Part 6
THE AMAZING WORLD
OF SOCIAL NETWORKS

99. What are SNs ?

100. Type of Social Networks
CATEGORY Generic
MECHANISM
AUDIENCE
specific
120 characters,
image pinning…
Cross-gen, young
people, researchers…

101. Social Networks population
Leading social networks worldwide as of July 2013, ranked by
number of registered users (in millions)
Source: Statista 2013

102. Type of Social Networks
Source: Pew Research
Center, 2013

103. Type of Social Networks
Source: Pew Research
Center, 2012

104. Type of Social Networks
Source: Pew Research
Center, 2013

105. Type of Social Networks
Source: Pew Research
Center, 2012

106. Type of Social Networks
Source: Pew Research
Center, 2012

107. And Social Media?

108. 3 basic rules to manage SMs
Rule #1
Think to SMs as tools
to enable conversation

109. 3 basic rules to manage SMs
Rule #2
You can’t control
conversation, but
You can influence it

110. 3 basic rules to manage SMs
Rule #3
Influence is the basic to
get in touch and start
building a relationship

111. Part 6.1
FACEBOOK, THE LAND OF
LEISURE AND TIME WASTE

112. Edge Rank
Your FB
page +
content

113. Edge Rank
Your FB
page +
content

114. Edge Rank
Your FB
page +
content

115. Edge Rank
Your FB
page +
content

116. Edge Rank in detail
Source: jenders.com, 2012

117. Increase fans
POST CONTENT
to let people interact
SPAM FRIENDS!
to start collecting fans
and spread the word!
Tip: use “Autoselect all FB
friends” browser extension

118. Publish content
Relevant
ORIGINAL
Understandable
Use images and videos
CONTENT
Relevant
FROM OTHERS
Coherent with your
project and values
Understandable

119. TIP #1: How to write posts
80 char.
Posts 80 characters or less in lenght have
27% higher engagement rates
Source: Buddymedia

120. TIP #2: When to post
Source: Buddymedia

121. TIP #2: When to post
The less people want to be at work, the more they are on Facebook!
Source: Buddymedia

122. TIP #3: Fan follows instructions
Source: Buddymedia

123. TIP #4: Use soft seller KW
Source: Buddymedia

124. TIP #5: Ask questions
Posts that end with a
question have a 15%
higher engagement rate
Don’t ask Why, ask
Where, When, Would &
Should
Source: Buddymedia

125. Learn!
2nd June 2013 – 30th Aug. 2013

126. Learn!

127. Learn!

128. Part 6.2
TWITTER: THE LAND
OF PEOPLE WHO ARE
INTERESTED IN SOMETHING

129. A different way of interacting
120
char.

130. TIP #1: Post during weekends
Source: Buddymedia

131. TIP #3: Tweet during busy hours
Source: Buddymedia

132. TIP #4: Use different SNs
Source: Buddymedia

133. TIP #5: Tweet from 1 to 4 tw/day
Source: Buddymedia

134. TIP #6: Use less than 100 characters
Source: Buddymedia

135. TIP #7: Links drive RT
Source: Buddymedia

136. TIP #8: Use hashtags
Source: Buddymedia

137. TIP #9: Use images
Source: Buddymedia

138. TIP #9: Ask to R-E-T-W-E-E-T
Source: Buddymedia

139. Part 6.3
GOOGLE+, THE LAND OF
THOSE WHO DON’T WANT
TO STAY ON FACEBOOK

140. Google Hangout

141. Part 6.4
TOOLS TO HELP YOU
MANAGE YOUR PRESENCE
ON SOCIAL NETWORKS

142. Feedly

143. Buffer

144. Buffer + Tweriod

145. IFTTT

146. IFTTT

147. Part 7
CREATING YOUR BLOG

148. Why you have to create one ?
2x
a blog doubles the visits on your site
Source: nowmedia.it

149. 3 ways to use a Blog
Project/Product team
Prod./Serv. Development
Corporate

150. What matter?
QUALITY
Helps you stay on
top of the discussion
QUANTITY
Helps you to reach a
wider audience

151. When to post?
corriere.it
Rerun
Rai5

152. Find hot topics

153. Find hot topics

154. Find hot topics

155. Part 8
DIGITAL PR: GET IN TOUCH
AND SPREAD THE WORD

156. Why Digital PR?

157. What matters for journalists?

158. What are they looking for?

159. Who to contact
TOPICS
Eco, tech, food…
ACTUALITY
AUDIENCE
Are people talking
about this topic ?
Mainstream, experts,
families…

160. Where to find emails
SMALL SITES
BIG MEDIA
Redazione
SPECIFIC
SECTION
Journalist

161. Create a standard email
INTRODUCTION
REASON
LINKS
Who, What, When, Where and Why
Why are you trying to get in touch?
to video, images and other resources
CONTACT INFORMATION
and ask for a response!
PRESS RELEASE
attached

162. Build your media contact list
Name Surname Country
Media
Topic
VIP?
JOHN
JOHNER
US
FOOD&HEALTH
FOOD
NO
FRANK
FRANKER
DE
TECH ADDIKT
TECH
NO
JOAN
LOAN
ES
ANDANDO
HEALTH
YES
KARL
MARX
URSS
HISTORY TV
HISTORY
YES

163. Part 9
THE MANY ADVANTAGES
OF CROWDFUNDING

164. A powerful way to start your journey
Collect money
Meet your supporters
Spread the word

165. Results
Funds collected
Facebok Fans
Founders
Twitter followers
Visits
NL subs.

166. Part 10
MARKETING
AND E-COMMERCE

167. 3 fundamental rules
INSIST

168. 3 fundamental rules
INSIST
INSIST

169. 3 fundamental rules
INSIST
INSIST
INSIST

170. The 4P (or: the marketing mix)
Product
Price
Promotion
Place
(distribution)

171. Segment your customers

172. Segment your customers
Geographic
Behavioral
by Occasions
by Benefit

173. Find your Personas
Davide
Arduino
34 years old,
Architect,
traveller, single,
no children
Income: 60k+/y
45 years old,
Engineer, DIYer,
tech addicted,
married.
Income: 72k+/y
Architect
He has is own studio and likes
to travel worldwide to get
inspiration.
Needs: he’s looking for original
designs to show to friends
Engineer
Works for a big company, he’s
a DIYer and like to experiment
with technology.
Needs: interesting things to
make and experiment on

174. What are you selling ?

175. Creating an E-Commerce
ON YOUR SITE
+ increase brand awarn.
+ increase your rank on
Google
- needs more time to be
implemented
ON 3rd PARTY
E-COMMERCE
+ wider audience
(community)
+ already tested
- lower margin
- less customization
ONLINE
SHOP

176. E-Commerce on third-party webs
CATEGORY
Handcraft,
designers, makers…
CUSTOMERS
Instruction, income,
gender, origin…
FUNCTIONS
Promo, shipping costs,
catalogue, embed…

177. Social Commerce platforms
on Facebook
on your site
on the
community

178. Social Commerce platforms

179. Prestashop

180. Magento

181. E-Commerce on Wordpress

182. The checkout process

183. The checkout process
100
10
8
7

184. The checkout process
Catalog depth ?
Shopping experience?
Price ?
100
10
-90
8
7

185. The checkout process
100
60
5
-55
4

186. The checkout process
Complex process?
Not clear information?
Payments Methods?
100
60
5
4

187. Part 10
INCREASE SALES
(LOW COST VERSION)

188. Mail Marketing

189. Mailchimp

190. Mailchimp

191. Mailchimp

192. Mailchimp

193. Newsletter funnel
Sent
Opens
Clicks
Conversions

194. Newsletter funnel
What happen
on your site
Sent
Opens
Clicks
Conversions

195. Build your list
e-mail *
Name *
Surname *

196. Use MM to segment
Weekly Newsletter
Main topic
Something important you’ve done or you’ll
do soon…
Topic 1
Topic 2
Topic 3
I.e. Ecology
I.e. Tech
I.e. Health
Link
Link
Link

197. Use MM to segment
Weekly Newsletter
Main topic
Something important you’ve done or you’ll
do soon…
Topic 1
Topic 2
Topic 3
I.e. Ecology
I.e. Tech
I.e. Health
10%
Link
70%
Link
20%
Link

198. Use MM to segment
Ecology
User 1
User 2
Tech
User 3
User 4
User 5
User 6
User 7
User 8
…
Health
User 9
User 10
User 11
User 12

199. Customize: merge tags

200. Customize: conditionals

201. Use Mailchimp as a CRM

202. Mailchimp + Social Pro Addon

203. Mailchimp + Social Pro Addon

204. Conclusions and resumen
TAKE ADVANTAGE
FROM BEING NO-ONE AND
DISCOVER YOUR CUSTOMERS

205. Internet is…
Authenticity
Talk about you, your ideas, your goals,
the problem you’re aiming to solve and
the problems you’re facing.

206. Internet is…
Exchanging value
Talk with your audience, listen to them
and continuosly learn about their needs

207. Internet is…
People
Ask them to help you. Ask friends at the
beginning, then ask directly to your
customers. If you are authentic and fair,
they’ll listen

208. Internet is…
Freedom of speech
You can’t control conversation, you can
just influence it (but this is a good
beginning to engage with people).
Say what you think!

209. Internet is…
Customization
Tune your offer depending on the
findings you’ve made about your
customers and offer them just what they
need.

210. Internet is…
A pot full of information
Use it to design your strategy in a more
effective way. Provide the information
your customers need. Don’t get
overwhelmed!

211. Internet is…
Collaboration
Shift your way of thinking from “I’ll do
everything” to “let people help me”.
This creates awareness and sense of
participation

212. Internet is…
Everywhere
Think at the internet not like a virtual
world, but about something that (intinge)
reality. So don’t forget the offline!

213. Internet is…
A test environment
Use the internet to test your assumption
and create your pretotypes. Find the
low-cost tools you need to build them

214. Final thanks
Icons from
The Noun Project
a great project aiming at building
a global visual language
www.thenounproject.com
(All the icons are property of their respective owners)

215. THE END!
Thank you for your attention,
hope this was useful
ant.scribano@gmail.com
it.linkedin.com/in/antonioscribano
www.fattelo.com

216. Resources
Books
Website + E-commerce Tools
P. Peretti, Marketing Digitale – Scenari,
strategie, strumenti, Apogeo, Milano 2011
A. Welher, J. Katz, Brand Atlas, Wiley,
2011
Wordpress –wordpress.org
Prestashop – prestashop.com
Magento – magento.com
Marketing Blogs
E-consultancy – econsultancy.com
Analytics and Statistics
Google Analytics – analytics.google.com
Global Web Index – globalwebindex.net
Alexa –alexa.com
Quantcast –quantcast.com
Technorati –technorati.com
Buddy Media – salesforcemarketingcloud.com
SN management tools
Bufferapp – www.bufferapp.com
Tweriod – tweriod.com
IFTTT – ifttt.com
Mail Marketing tools
Mailchimp – mailchimp.com
News aggregators
Feedly – feedly.com