READINGGEEK NIGHT09.08.16

Presented by Ruben Bell

Early Adopters

Innovators

Market Share100%

Early Majority

Laggards

Late Majority

Pragmatists

Skeptics

Conservatives

Market Share100%

Visionaries

Tech Enthusiasts

So what the hell is a ‘disruptive technology’?

The world’s largest taxi company

owns Zero vehicles

The world’s largest accommodation provider owns

Zero real estate

The world’s most valuable retailer

has Zero inventory

The world’s most popular media owner creates Zero content

Figure out which market you want to be in

Find out who your market really isValue map your market

Segment 1Applicatio

n 1

Segment 1Applicatio

n 1

Segment 1Applicatio

n 2

Segment 1Applicatio

n 2

Segment 1Applicatio

n 1

Segment 1Applicatio

n 3

Whole Product

Customer references

Understand your market

Segment your market

Understand your marketFounded in 2005 and floated in 2015

Targeted businesses but specifically law firms and investment firms that handled sensitive information

Became HIPAA compliant

As of 2014 40% of the Fortune 500 were paying Box customers

Find out what your customer’s goals are

Look at your potential customer’s business, what are they trying to achieve?

Don’t just look at what your customers want from your product.

Where are they going?

How does your product fit in to their value chain?

Complete your product and ways of working

Core product

Core product

Core product

V0.1 V1.0 V2.0

V2MOM

Complete your product and ways of working

Awareness

Consideration

Purchase Service Loyalty

Managed touchpointEarned touchpoint

ATL Advertising

WOM

Brand

Online display

Search

PPCWhite papers

Landing page/Initial contactReputation

3rd Party links

Direct contact

Store/Branch/Representation

Agent/Broker

Available information

Commercial process

Delivery Community

Implementationreview

Add-ons

Account Management

Cross-selling

F2F interactions

Feedback loop

Loyalty/Reward program

Partnership program

[Digital touchpoints]

[Digital touchpoints]

The Lego customer experience wheel

Success storiesLarge market completely new business model ‘on-demand’

Focused on small businesses with simplified pricing and low-risk implementations

Employed feedback loops to develop the product

Minimised barriers to adoption with pricing based on a per-user basis but also functionality tiers

Exceptional cross-selling with revenue from top 100 customers growing 600% over 6 years

Became disillusioned with waterfall and stopped development for 3 months to train 200 engineers across 30 teams in agile development

Success stories

Targeted an increasingly prevalent issue as X86 servers were built with more and more power but software developments weren’t keeping up

Enabled IBM to sell more of their increasingly powerful hardware by solving IBM’s end-user issues

Such a large customer provided a great point of reference and provided the comfort the pragmatists needed to purchase ESX

Delivered tangible benefits

Not so successful stories

Good technologically

Picked up by technology enthusiasts

No clear use-case

No real product launch

No defined message

Prolonged release far too long until eventually interest started to wane

Cool concept, but what problem was it solving and at what price?

Lack of developed content

A large number of users didn’t like having to wear/dish out glasses to watch TV

Rushed technology meant that content and producers were often immature resulting in a large swathe of poor quality content for early adopters

Useless as a storytelling tool

Not so successful stories

On the precipice

Technically just across the chasm

Revenue has increased from just over $200m in 2011 to over $4bn in 2015

Tesla Model 3 due to break the ‘early adopter’ phase of electric car consumerism

Now execution of orders in 2017 (US) and 2018 (UK) will be key

Riding the energy trend ‘supercapacitators’ are the new source of power for battery powered devices

Launched in February of this year at a retail of $149 the product claims to be able to charge devices such as mobiles, laptops, cordless appliances and even electric vehicles in under 5 minutes

Pre-sales in 70 countries

Series A investment of +$20m

Aims to replace the lithium-ion battery inside mobile phones eventually

On the precipice

Docker is creating an entirely new industry ‘containers’

These containers simplify development and deployment in line with agile methodology

All the big cloud providers support docker and adoption is speeding up

A new way to build applications

Lego-like plugin architecture

Secured a large number of well-known users and contributors

On the precipice

A few simple tricks

The Car Marketing and process audit

What are you doing with feedback

Don’t oversell and underdeliver

Thank you, Questions?