k^2 london presentation - entrepreneur point-of-view - sanjit atwal
TRANSCRIPT
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“Squawka are
the coolest kids
on the football
block right
now...”
Neil Smyth,
Fremantle
Media (and ex-Soccer
AM Producer)
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A little about me….
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Process-led Innovation in competitive
marketplaces
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a little about Squawka….
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• Ground breaking real-time data visualizations during game time
• A true 24/7 companion with latest news, views, articles, video, pictures and social media
• Significantly outperforming the UK market of football apps
• Named 30th in T3 magazines ‘66 British Businesses Changing The World’
Squawka is a multi-device, always-on football companion
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What does Squawka do?
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We use data to help fans understand more about the
game they love. Across Mobile….
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…And across the web & tablet.
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Squawka process XML feeds from
to drive a real time data panel…
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…and feeds from Reuters driven by
photographers around the grounds
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Who we are…
Covering:
English Premier LeagueDutch EredivisieFrench Ligue OneGerman BundesligaItalian Serie ARussian Premier LeagueSpanish La LigaAmerican MLSBrazilian Serie AMexican Liga MXUEFA Champions LeagueUEFA Europa League
…All in real time
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The Problems With Innovating in Football….
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Fans are resistant to change….
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The industry is resistant to change….
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Commercially, it can be just as hard…
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And then there are your competitors…
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Catenaccio
(Italian pronunciation: [ka-te-nacho])
…or The Chain is a tactical system in football with a strong emphasis on defense.
In Italian, catenaccio means "door-bolt", which implies a highly organized and effective backline defense focused on nullifying opponents' attacks and preventing goal-scoring opportunities.
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- Football is a digitally young industry
- Resistant to change across both consumer and business sectors
- Inflated with huge sponsorships
- Competitive market holds large incumbents with both financial and marketing power
So, the Challenge…
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How do you innovate in a market like this…?
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Step 1) Got a great idea? Cool! Validate it. Like, now.
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Industry Standard Facebook Dominio's on Squawka
Paddy Power on Squawka
Display Click Through Rates
Industry Standard
Dominio's on Squawka
Paddy Power on Squawka
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Average time spent on Squawka live EPL games….
39 minutes
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Step 2) Know thyself & thy enemy
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We started as a 90 minute business, however through process-led innovation…
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- Breaking News- Transfer gossip- Vine’s GIFs, Photos, Videos- Social media
- Latest team/player news- Match build-up &
analysis- Live curated feed- Social Media
- Second Screen experience & live scores
- Live data visualization- Live commentary &
social
Fans now use Squawka throughout their day on both weekdays…
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- Breaking News and match build-up
- Transfer gossip- Vine’s GIFs, Photos, Videos- Social media
- Second Screen experience & live scores
- Live data visualization- Live commentary &
social
- Latest Scores- Match reports- Team/Player rankings - Social Media
…and on weekends
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• Live feed running 24 hours
a day featuring latest
news, views, scores, com
mentary, images, video
and social media
• Fixtures & live results
across all 15 competitions
currently covered
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Rankings engine for both teams & players give fans the power to settle debates
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Every team and player has their own page with sharable stats
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• Live as-is-stands tables
update in game time
• Editorial team of 50+
produce 40 unique articles
a day into the Squawka
News section
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Step 3) Iterate. Always and forever.
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• Gaming partner odds are
dynamically inserted into the
Match Centers with up-to-
date odds to drive
engagement
• Interstitial ads are located
throughout the app to build
brand presence
• Display CTR’s reaching 5%
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Step 4) Maximize your resources & stay fresh
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The results of process-led innovation?
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In less than two years:
- Averaging over 100k unique visitors per day
- Squawka brand now reaches over 200m fans a month
- Followed by footballers, clubs, brands & celebrities for our content
- App averages over 10 screens viewed per session
- Have product releases every two weeks
- About to release cutting-edge new fantasy products for the World Cup