Talk given at Future of Mobile London 2012 about the journey from a developer to an entrepreneur and from an idea to a market.

1. Don’t be a Zombie...
E oRny Frm DeeOpr To aPrnU,
Frm Ida To mrE..
L Ldn, Tue F bL, nO, Toe 02

2. 2
Apps are like Novels...
“Eroe” cn Wrt N
..b fw Ca Ak oE
tY { te FolWig tP...}

3. I followed the mobile innovation to Silicon Valley 3
In 22 years, I’ve worked on ~100 mobile products,
from chips to Big Data platforms, in start-ups,
mega-corps and labs, with budgets from sweat to
tens of (wasted) millions...The lesson learned...
0. Get more luck
lC
Ccs = (Ilt + hr wr) * (Rps)
t hr
We uUal
Fou hr

4. 4
1. Build a business, not an app
StR He
E “U” pR
iY Esin:
SieS (a) a  MoiG y BuiEs Orad?

5. 5
2. Don’t be a Zombie...
May AprNer WanBe E walking dead...
Se SeR Yr Sl...

6. 6
MVP
Start with an...

7. 7
Mind-blowing
Vocational
Purpose

8. 8
Answer these 3 Qs...
1. A’S h otOm  wn?
(R “A’S y PupS?”)
2. wa saDs i m A?
3. H’S iUrd It oT leD?
Les PanL & $$ t P May Of u
EaiG  Are S $$$$$ A’T nE

9. 9
Start with why...
O’T eL n iE, bt N Ida
(UniG yH iL lO e God Fo r)
See Simon Sinek’s TED Talk

10. 10
MVP
3. Proceed to the...

11. 11
Maximum
Value
Problem

12. 12
Answer these Qs...
Lu r
1. At pObe d Ou sV? PohI
(R “At oTcm/Ned Do yU aIltT?”)
2. wo Ha He pObe?
3. hw Wil Yo NiuLy sLv t?
Makt
PrdT
PohI
HyoHei

13. 13
iE/MakT eEac rsUre:
Be informed: IDC, Nielsen, Pew, Gartner, Comscore, etc.
UsfL ly: Oge KewRd O
https://adwords.google.com/o/KeywordTool
If you can’t find something similar
then how will your users find you?
P-tRe mNioN:
Who’s done it before? What works? What doesn’t?
P tRe saC
appcode.es
http://www.mobiledevhq.com
Map/analyse your competition!

14. 14
D f O’Re sIl tC...
n’T oE: ls pifL & $$ O “cP”
Picasso: “Good artists borrow, great artists steal”...

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4. Figure out the money Q:
Use Biz Model Canvas
http://www.businessmodelalchemist.com
MoiE s BigR i ta ap-Str rvnE
(1 mdLs - Se EvlPeeOnmC.O)

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5. Test your idea ASAP...
“C” T:
1. TaG UsR!
2. Ntr
3. Pet wo Hae Doe It bfR
4. VetR/”VetR”
a Ad Tt QuSIs
1: “Ul Ou uE hs?”
2: “Ul Ou iVet In tI?”
Ts o “n”S rBal maS t Suk! T “Thy O’T e I.”

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PicIn EsuE:
Nea ptHig Stf:
http://www.scottberkun.com/essays/38-how-to-pitch-an-idea/
Ntr ptHig Stf:
http://venturehacks.com/articles/deck
http://venturehacks.com/pitching
http://www.canaan.com/resources/archives/entrepreneur-pitchbook/
Cht Wih Len Rbde
“Ndn”

18. 18
MVP
6. Find the...

19. 19
Most
Virtuoso
People
-fudR, ta, mnR, avsR, (ErpT)..
“Successful companies are started, and made successful by at least
two, and usually more, soulmates.”
Guy Kawasaki

20. 20
tA/PepE dC:
-fudR, mnR, taS n avsR:
DifRet AprAce
Nd a MetR iS!
w?
1.  wlIn O ie
2. Alz ta Ls o Eol wn To kO aoT oL
3. Nd sAre poLe wTh tIs pObe
4. K hm!
Cht Wih K GigO
“R/fR”

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7. Identify the...
MVP

22. 22
Minimum
Viable
Product
W-f... mnMu Es o
CofRm tT Eal-aotR hv te PrbE...

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“The essential task in a startup is to create wealth; the dimension of wealth you have
most control over is how much you improve users' lives; and the hardest part of that
is knowing what to make for them.”
Paul Graham
ReuIn He cSt o fiR..
Minimum Validated Proof
Les Is mR TetL/ Rel Dead
Ths S Hd DeoStaL Fo Ou OltO
(Odc)

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Product/Market fit:
At jB r ueS “Hiig” yu poUc o D?
http://www.businessmodelalchemist.com/2012/08/
achieve-product-market-fit-with-our-brand-new-
value-proposition-designer.html
Prv ta i Dd aN, rmVe aN...
(Eal aoTes Oy)
http://alphapunk.com/2012/10/product-market-fit/

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“V” rsUre:
http://groups.google.com/group/lean-startup-circle/topics
Wok N W o Il  Aru T @Act
http://www.udacity.com/view/Course/ep245/CourseRev/1/Unit/
221001/Nugget/307002
At wH ewI E

26. 26
8. Differentiate by design...
mN lR
Anig
What your business
“says” to the market
K & E Ngae
R

27. 27
2 dsGn tP:
1. ls i R
2. d Ve S
Tr OosRapNgeG.cM (DicUn Od - f2)

28. 28
9. Launch the product...
Ckr Y (Frm Ua.O)

29. 29
i.e. Acquire users/customers...
>Los Of wYs t aqIr UsoR...
Ote ta Ceok/TwtE/BlgN
Getting to your first 1,000, 10K, 100K - find case studies
Cht Wih S Ayo Cht Wih L Bg
“rT 00” “Ro dUceA”

30. 30
Acquisition tactics:
p
How To Build Great PR Without Spending 1€
http://www.youtube.com/watch?v=j39eC8__BgQ
Partnerships,
Viral loops (see Branch Out case study)
Twr Acig:
http://blog.caplinked.com/2011/09/07/network-stacking-the-new-
model-for-growing-online-networks/
Find ambassadors, exploit vertical press
Use content marketing, SEO, SEM - Neil Patel’s blog,
www.seomoz.org/blog
BRIC localization etc.
Cht Wih N cO Cht Wih mN S
“p” “Via los”

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10. Measure/evolve the MVP...
Instrument/test everything - Analytics + analytics + more analytics
1. BoH t ChC t Da!
2. BoH t at Upn t Da!
Data science - form hypotheses, mine the data, regress, pivot, test..
Consider personal analytics - show customer how they’re doing!
Feedback
Ratings
Asking customers
Surveys
AND...
Kp a e o t CoPTiIN...

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11. Ask for help...
u flS h mgT ep:
http://mobilephonedevelopment.com
http://www.catchyagency.com
http://springboard.com
http://wayra.org
http://www.developereconomics.com/
http://alphapunk.com
Len Rbde ewI E N cO
S Ayo L Bg mN S

33. 33
Thank You
paul@alphapunk.com
alphapunk.com
http://www.slideshare.net/pgolding/
Ad m ltSt bO
@pgolding If yU oK n Tec
World’s biggest dev survey:www.visionmobile.com/DE13

34. Relevance? 34
Paul G
Key numbers: Key roles:
22 years in mobile ecosystem Advisor SixthSense (Big Data) - US
16 patents (mobile chip design) Director Art.com Labs (Search) - US
4 category best-seller books Founder AlphaPunk design agency - UK
1st mobile apps co. in Europe Chief Disruption Officer (Telefonica) - UK
1st SMS gateway/apps platform Chief Apps Architect Motorola - EMEA
1st mobile internet portal Open Platforms Evangelist (O2) - UK
1st push email solution Mentor at Springboard Incubator - UK
1st productivity staff pick Apple
I have done some stuff to at least point you in the right direction!
Good luck!