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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



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...}
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



  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




    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




MVP
Start with an...
7




Mind-blowing
 Vocational
  Purpose
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



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




MVP
3. Proceed to the...
11




Maximum
  Value
 Problem
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




      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




       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”...
15



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)
16




       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.”
17




                     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




MVP
6. Find the...
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




          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”
21




7. Identify the...




MVP
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...
23



“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)
24




        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/
25




                   “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



 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




                 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




9. Launch the product...




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



            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”
31



   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...
32




           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




     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
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!

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Developer Journey - from dev to entrepreneur, from idea to 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...
  • 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 & $$ t P May Of u EaiG  Are S $$$$$ A’T nE
  • 9. 9 Start with why... O’T eL n iE, bt N Ida (UniG yH iL lO e God Fo r) See Simon Sinek’s TED Talk
  • 11. 11 Maximum Value Problem
  • 12. 12 Answer these Qs... Lu r 1. At pObe d Ou sV? PohI (R “At oTcm/Ned Do yU aIltT?”) 2. wo Ha He pObe? 3. hw Wil Yo NiuLy sLv t? Makt PrdT PohI HyoHei
  • 13. 13 iE/MakT eEac rsUre: Be informed: IDC, Nielsen, Pew, Gartner, Comscore, etc. UsfL ly: Oge KewRd O https://adwords.google.com/o/KeywordTool If you can’t find something similar then how will your users find you? P-tRe mNioN: Who’s done it before? What works? What doesn’t? P tRe saC appcode.es http://www.mobiledevhq.com Map/analyse your competition!
  • 14. 14 D f O’Re sIl tC... n’T oE: ls pifL & $$ O “cP” Picasso: “Good artists borrow, great artists steal”...
  • 15. 15 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)
  • 16. 16 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.”
  • 17. 17 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”
  • 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”
  • 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...
  • 23. 23 “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)
  • 24. 24 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/
  • 25. 25 “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”
  • 31. 31 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...
  • 32. 32 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!