sdfi fall 2014 research oien

Market ResearchFI December 18, 2014

A Personal Journey

• Medical IT

• 3D Printing

• M2M

• Sports Related

Sports Related•No past experience in the market

•Category seemed short on startups with success

•Concern that there was a lack of interest by traditional investors

•Not really a big sports fan

Thought Process•How big is the market? (Sizing)

•Who are the players? (Competitors)

•Why this opportunity, or how is this different than the past? (Product and Go To Market)

•How will we know we are having success? (Metrics)

•Who has tried this before? (History and Analogues)

•What mistakes can we avoid? (History)

Sizing

•Public filings (SEC)

•S1s for public companies, Earnings Reports

•Web Metrics (Alexa and Compete)

Competitors

•AngelList

•Mobile Specific - Sensor Tower

•Quora

•Linkedin

•App Stores

Product & GoTo Market

•Use the products

•Look at metrics (Compete, AppAnnie, Sensor Tower)

•Research - Quora

•Relationships - VCs, Advisors & Mentors

Metrics•Market data should help define success targets

•Instrumentation is key (Google Analytics & Test Flight)

•App Stores, Compete, Alexa, AppAnnie, Sensor Tower

History

•Wikipedia

•Crunchbase

•Waybackmachine

•Investors - AngelList

Other Thoughts

•Founders Card - Discounted market research

•Industry Newsletters

•Survey Monkey

•Ad buys to test ideas

Decision Criteria

•Is the market big?

•Is it an investable idea?

•Right product and go to market strategy?

•Can you clearly define success in a specific timeframe?

Internal Tools - Ongoing Development

• Google Analytics

• Specific Data Queries / Custom Reports

• Visualization Tools

• Doorbell.io

Final Random Thoughts

•Research doesn’t stop when you decide to go forward / launch / pivot. The market changes all the time.

•You should periodically check where you are at versus your assumption.

•Create a culture of using data and conducting analysis

Q&A

Derrick Oien derrick@scorestream.com

Twitter - @Derrick (858)205-3730