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The Objective

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by

Gav Riel

on 25 May 2016

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Transcript of The Objective

The Objective
Date - 23/07/2016
1000 Paying Customers
Product
Functioning

Stable

Useful

Sales & Marketing
Established Brand

Understood Value

High Conversion Rate

Clear Purchasing

Administrative
Customer Support

Organized Finances

Operational Processes

Functioning
Front-End Build without errors

Data without errors

Payment & Operational systems working
Stable
Data updates are smooth and regular

Online system can handle usage capacity

Customer support can handle inflow


Useful
Data is useful for clients

System is useful for clients


Established Brand
Mainstream Media Recognition

Online Presence

Leader


Understood Value
Client Segmentation

Use Cases

Case Studies

Demonstrations

Validation

High Conversion Rate
Targeted Content

Generate Urgency

Create Insights (challenger sale)




Clear Purchasing
Established Pricing

Clear Value Uplift for Client


Clear Value Uplift
For Client
Tiered Pricing

Example Organisation Types & Sizes

Benefits and Use Cases

Eg. Tier 1, £30/month, client type SME, B2L, Size 1-5 units per year


Established Pricing
What is the value Proposition? - Data & Analysis

What is the value to the end user - £amount different depending on organization size & scope

Is the data different for different organizations - some but mostly not: land & construction

Do the analytical tools vary for different organizations? - some but mostly not: correlations, secondary market sales

investor
developer
institution




Data Comparable
Analysis Comparables
Bloomberg = £24,000pa
Trading Economics = £2,000pa - £12,000pa
RICS = £3,300pa (BCIS)
Rightmove / Zoopla = £7,200pa
Hometrack = £275 - £700 / report
DueDil = £1,188pa
Experian (business leads) = £0.37 per dataset = £1.5m our database value = (12 months of data points, 5 per search, 3 areas, 20 searches per year) = £1,333pa
Stat Planet = £675
Tableau = £1,300pa
Excel = £110
Stata = £600pa
Igeolise = £3000
Sumo Logic = £720pa
Xero = £240
Tiered Pricing
Value Proposition - Data - Analytics Software

monthly subscription - start low - go high

three data packages and enterprise (details TBC)


Example Organisations Types & Sizes
Small Investor (Buy 2 Let) - Confirmed Interest - Needs It
Medium Investor (Mezzanine) - Unknown - Unknown
Large Investor (Blackstone) - Confirmed Interest - May Need It


Small Developer (Unknown) - Unknown - Unknown
Medium Developer (H4A, Essential Living) - Confirmed Use - May Need It
Large Developer (British Land) - Not Interested - Only Needs Specific Data

Small Agent (MWU Network) - Unknown - Unknown
Medium Agent (Belvoir) - Confirmed Interest - Needs to know value add
Large Agent (Conells, Zoopla) - Confirmed Interest - Useful value add

Example Organisations Types & Sizes
Small Investor (Buy 2 Let) - Confirmed Interest - Needs It
Medium Investor (Mezzanine) - Unknown - Unknown
Large Investor (Blackstone) - Confirmed Interest - May Need It


Small Developer (Unknown) - Unknown - Unknown
Medium Developer (H4A, Essential Living) - Confirmed Use - May Need It
Large Developer (British Land) - Not Interested - Only Needs Specific Data

Small Agent (MWU Network) - Unknown - Unknown
Medium Agent (Belvoir) - Confirmed Interest - Needs to know value add
Large Agent (Conells, Zoopla) - Confirmed Interest - Useful value add

Targeted Content
Identify Reader Types

Identify Key Search Terms

Create Relevant Content

Educational & Leading Content




Generate Urgency
Time limited
Later price increase
Free up until marker date
Short term price discount
Additional Data
Additional Features

FOMO
Being ahead of the market
Not missing out on the next deal

FoR
Having a worse position (where's your risk? - eg properties being listed in Camden)
Losing money (where's your risk - eg is it about to go down?)

Greed
How to get more sooner
How to make money in a down market





Generate Urgency
Time limited
Later price increase
Free up until marker date
Short term price discount
Additional Data
Additional Features

FOMO
Being ahead of the market
Not missing out on the next deal

FoR
Having a worse position (where's your risk? - eg properties being listed in Camden)
Losing money (where's your risk - eg is it about to go down?)

Greed
How to get more sooner
How to make money in a down market





Client Segmentation
Small Investors & Semi Pro

Developers

Investment / Asset Management

Agents

Government






Use Cases
pre-selection Research

deal validation

data for monitoring

strategy development

Risk Reduction

Profit Increase






Demonstrations
Online videos of how to use the system
Online videos and articles of spotting opportunities
'Put your money where your mouth is' - calling the market
Show out-performance relative to agents






Validation
Preselection - client lists
Testemonials - case studies
Generate insights






Mainstream Media
Data driven content

PR Agency

Needs 'wow factor' - multiple countries - portfolio manager - listings


Online Presence
Data driven content

Client request based articles

Regular blog updates, ebooks, social media posts, videos - conference presence.




Leader
Different thinking

Unusual Insights

Clarity - Honesty - Client Enabling & Confidence Building




Data is Useful to Clients
Data is accurate

Data is timely

Data is relevant


System is Useful to Clients
System is reliable

System is user friendly & intuitive

System has beneficial features

Data Updates Smooth & Regular
Automated Aggregation

Automated Processing

Standardized Output

Online system can handle usage capacity
Scalable Servers - System

Scalable Servers - Website

Security - No leaks or workthroughs

Customer support can handle inflow
Customer Support Process

Customer Support Staff
Customer Support
Problem Solving

Insight Generation

Training

Indoctrination
Organized Finances
Integrated Payments & Accounts

Clear Cashflow Forecast

Budgets & Financing

Nominated Accountant




Operational Processes
Integrated Payments & Accounts

Clear Cashflow Forecast

Budgets & Financing

Nominated Accountant



Full transcript