Open data 4 startups (2°edition)

StartupsOpen Data

Massimo ZaglioChristian Racca

AgendaObiettivi del workshopBig DataCosa sono gli Open Data e perchè Open Data?Quali vantaggi possono dare gli Open Data?Gli Open Data nel mondoChi produce Open Data?Linked Open DataAlcuni Datasets disponibiliQualche esempio di AppsAltri esempiLe 10 slide

StartupsOpen Data20 sett 2011

Dare consapevolezza del valore potenziale dei dati open.

Creare una versione ALPHA di start-up utilizzando uno o più datasets (suggeriti e non).

Presentare in un elevator pitch di 4(?) minuti il proprio "seme" di start-up.

Workshop GOALS

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WEB 2.0

WEB OF DATAWEB 2.0 is dead... Long life to

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Big Data: A growing torrent

* rapporto McKinsey: Big Data: The next frontier of innovation, competition and productivity. (may 2011)

$600 to buy a disk drive that can store all the world's music.

5 billion mobile phone in use in 2010.

30 billion pieces of content shared on Facebook every month.

40% of projected growth in global data generated per year VS 5% growth in global IT spending.

235 terabytes data collected by US Library of Congress in April 2011.

15 out of 17 sectors in the United States have more data stored per company than the US Library of Congress.

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Big Data: Capturing the value

* rapporto McKinsey: Big Data: The next frontier of innovation, competition and productivity. (may 2011)

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$300 billion potential annual value to US health care - more than X 2 total annual health care spending in Spain.

€250 billion potential annual value to Europe's public sector administration - more than GDP of Greece.

$600 billion potential annual consumer surplus from using personal location data globally.

60% potential increase in retailers' operating margins possible with big data.

140.000-190.000 more deep analytical talent position and 1.5 million more data-savvy managers needed to take full advantage of big data in the USA.

Quanti di voi hanno preso l'autobus questa mattina?

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Quanti di voi hanno preso l'autobus questa mattina?

StartupsOpen Data

Quanti di voi hanno preso l'autobus questa mattina?

StartupsOpen Data

Quanti di voi hanno preso l'autobus questa mattina?

StartupsOpen Data

Quanti di voi hanno preso l'autobus questa mattina?

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da Wikipedia

Con Dati aperti, comunemente chiamati con il termine inglese Open Data anche nel contesto italiano, si fa

riferimento ad una filosofia, che è al tempo stesso una pratica. Essa implica che alcune tipologie di dati siano liberamente

accessibili a tutti, senza restrizioni di copyright, brevetti o altre forme di controllo che ne limitino la riproduzione.

Open Data - What are ?

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in pratica

Open Data propone un modello di valorizzazione del patrimonio informativo pubblico basato sulla possibilità di usare

i dati aperti per creare nuovi servizi e nuovi strumenti.

Open Data - What are ?

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Prezzi I beni digitali: non rivali, costo di distribuzione/riproduzione basso.Recupero dei costi VS distribuzione al costo marginale.

LicenzeOKF (Open Knowledge Foundation)CC (Creative Commons)! possibilità di riuso a fini commerciali.

Formati e Tecnologie ...

Open Data is a matter of:

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Open Data - Formats

Rendere disponibili i dati sul WEB in qualunque formato, utilizzando una licenza aperta.

Rendere disponibili i dati sul WEB in formato leggibile dalle macchine (CSV, XLS...)

Utilizzare formati non proprietari.

Utilizzare lo standard RDF

Dati in formato RDF linkati fra di loro (Linked RDF DATA)

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La mia amministrazione è impegnata a creare un livello di apertura senza precedenti nella gestione del Governo. Lavoreremo insieme per accrescere la fiducia del pubblico e per creare un sistema basato sulla trasparenza, la partecipazione e la collaborazione. Questa apertura rafforzerà la nostra democrazia e promuoverà l'efficenza e l'efficacia nel nostro Governo.

Transparency and Open Government Memorandum for the Heads of Executive Departments and Agencies (2009)

"People are tempted to keep it [data]. You hug your database, you don't want to let it go until you've made a beautiful website for it. Well I'd like to suggest that, yes, make a beautiful website, who am I to say don't make a beautiful website? Make a beautiful website, but first, give us the unadulterated data, we want the data, we want unadulterated data. We have to ask for raw data now."

Tim Berners-Lee, inventore del WEB e advisor data.gov.uk

Open Data in the world

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Il settore pubblico possiede e gestisce grandi quantità di dati e informazioni il cui valore app. è 27 Miliardi di € (MEPSIR Report - Measuring European Public Sector Resources, 2006).

La PSI può essere un primo grande fornitore di Open Data.

Il settore privato potrebbe però diventare il maggior produttore di Open Data se ne percepisse il giusto valore.

Who produce Open Data ?

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Trasparenza

Efficienza

Concorrenza

Innovazione

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Open Data - Benefits

“Invogliare” la Pubblica Amministrazione a rendere i propri dati disponibili.

Le Community (e start-ups) dovrebbero aggiungere

business model e innovazione.

Serendipity:L’innovazione è spesso generata dall’uso inaspettato di dati!

ProblemiTrovare nuovi dataset di dati

“Fondere” e “linkare” dati e dataset (possibilmente on-the-fly).

Open Data - Challanges

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I dati non sono più "chiusi" nelle applicazioni...

... ma consumati on-demand come un qualsiasi altro tipo di servizio.

RESTful: accedere ai dati come si accede ad una risorsa web: tramite URL.

Data As A Service

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Data Marketplace

Business Models:Data owner: paid to publish / revenue share.Data user: pay for data delivery/trasformation/analysis services.

New Generation MarketplaceOperano su dati open e non.

Forniscono dati on-the-fly attraverso API (anche custom).

Coinvolgono (in alcuni casi) la comunità nel mantenere (curation)i dati: crowdsourcing (e.g. Factual).

Forniscono strumenti integrati (web based) per l'esplorazione.

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Principi base:

Le cose hanno un nome (persone, città, aziende).

Ogni nome inizia con http://

Rappresentare i dati come un RDF (Resource Description Framework is a W3C standard).

Linked Data spiegato da Tim Berners Lee:http://www.ted.com/talks/tim_berners_lee_on_the_next_web.html

LINKED Open Data

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Data as a RDF graph

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The Vision - A global interconnected database

The Vision - Mix data on-the-fly

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DBPedia fornisce una gran parte delle entità di Wikipedia in formato Linked Data.

Firenze: http://dbpedia.org/page/Florence

Firenze

Renzidbpedia-owl:leaderName

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Linked Data - hands on

Un archivio di open (e non open) data:http://ckan.net/http://it.ckan.net/

Esempi:5T: http://biennaledemocrazia.it/dataset/Dati Piemonte: http://dati.piemonte.itDatasets originali ISTAT: http://dati.istat.it/Enel http://data.enel.com/

Where are the Data ?

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Food

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Transportation

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Children

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Transparency

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Environment

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Other examples

http://richard.cyganiak.de/2007/10/lod/lod-datasets_2010-09-22_colored.html

The linked Data CLOUD

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Quando licenze e copyright lo permettono...Web Site scraping è un possibilità.

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The hackers WAY

http://scraperwiki.com/Es. http://scraperwiki.com/scrapers/aria-comune-di-torino/

ONLINE DATA VISUALIZATIONG visualization Api: http://code.google.com/intl/it-IT/apis/chart/Tableau Public: http://www.tableausoftware.com/publicOpen Heat Map: http://www.openheatmap.com/

ONLINE STORAGE+VISUALIZATIONGoogle Public Data explorer: http://www.google.com/publicdata/homeIBM Many Eyes: http://www-958.ibm.com/software/data/cognos/manyeyes/Google Fusion tables: http://www.google.com/fusiontables/HomeImpure: http://www.impure.com/ è un linguaggio visuale tipo Y! Pipes per la data visualization. Molto potente ma non facile da usare.

CURATION & LINKINGGoogle RefineData Wrangler: http://vis.stanford.edu/wrangler/

OFFLINE TOOLSR per dati statistici potentissimo molti plugin anche sparql: http://www.r-project.org/Jscript Library per la data visualization: http://thejit.org/Anche questa: http://vis.stanford.edu/protovis/Il miglior tool di network e graph analysis e visualization (non facilissimo ma davvero powerful, ha plugin sparql): http://gephi.org/Linguaggio turing complete per la dataviz, potentissimo, difficile (lo usano tutti i visual artist seri):http://processing.org/

Interesting Tools & Links

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Workshop Output

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10 slides to pitch a Venture Capitalist

How to Pitch a VC

Dave McClure, Founders Fund,

Master of 500 Hats blogs

@DaveMcClure on Twitter

http://500startups.com/

Essential Elements of a Hot VC Pitch

• Love in an Elevator (30-second quick pitch)• The Money Shot (live demo, screen shots, video)• Size Matters (market size, bottom up / top down)• Nice Package (customer$, metric$ UP & to the RIGHT)• Superheros & Rock Stars (your team)

* note: the above are teaser images… they don’t really mean anything; they’re just here to capture your attention.

10 Erogenous VC Zones

1. Elevator Pitch2. The Problem3. Your Solution4. Market Size5. Business Model

6. Proprietary Tech7. Competition8. Marketing Plan9. Team / Hires10. Money / Milestones

The Money Shot:Demo

Screen ShotsVideo

Money Shot Goes Here

Teaser ImageGoes Here

BusinessMetrics

(NOT Revenue Projections)

AARRR!

Cu$tomerTestimonial$

1. The Elevator PitchThe 30-second quickie, for when you don’t have

time for lots of VC lovin’

• Short, Simple, Memorable: “What, How, Why.”– “We’re X for Y” is ok if 1) it’s true 2) X & Y are well-known

• Max 3 key words / phrases, 2 sentences.– “SlideShare is the world’s largest community for sharing presentations.

– “TeachStreet is a place to teach or learn anything.”

– “Mint.com is the free, easy way to manage your money online.”

• Logo and/or Image ok• No “Inside Baseball” lingo

– make it easy for non-experts to understand.

• Smile. It’s ok to have fun when you pitch

2. The Problem

• What is The Problem? Make it Obvious.– “Ouch. Yeah, I have that too…”

• Who has it? How Many? How do you know? – stats, examples, research, links.

• “Painkiller not Vitamin”– Vitamins are great, but you NEED painkillers. BAD.

(note: Viagra is not a Vitamin)

3. Your Solution

Describe why your Solution:– Makes customers very happy– Does it better, different than anyone else– Remember “NICHE to WIN”

(Customer Case Study can also go here)

4. Market Size

• Bigger is Better

• Top Down = someone else reported it– Forrester, Gartner, Your Uncle

• Bottom Up = calculate users/usage/rev$– Avg Txn = $X– Y customers in our market– Avg customer buys Z times per year– Market Size = $X * Y * Z annually = a big friggin’ #– Market growing @ 100+% per year

note: “top down” and “bottom up” have nothing to do with giving VCs hard-ons. Get your mind out of the gutter.

no idea what this is, but it looks really F’ing impressive, doesn’t it? up & to the right.

5. Business Model(How Do You Plan to Make Money?)

• Describe Top 1-3 Revenue Sources– Prioritize by Size, Growth, and/or Potential– Cite current market activity / customer behavior as proof

• Show How You Get to Break-even (or Profitable)– Ideally, on the current round of funding you’re raising

• Common Revenue Models– Direct: ecommerce, subscription, digital goods, brands– Indirect: advertising, lead gen, affiliate / CPA

• See Andrew Chen presentation:• Revenue: The Internet Wants to Be Free,

but You Need to Get Paid

6. Proprietary Tech (What is your Unfair Advantage?)

• VCs *really* like unfair advantage– big market lead– experienced team– ex-Google PhDs– core / “breakthrough” tech– “defensible” IP / patents– “exclusive” partnership– great sales/marketing– balls of steel

7. Competition(+ why they all suck, why you’re different, yellow,

better)

• List all top competitors – (especially top ones; we’ll find them anyway)

• Say how you’re better, or at least different– If not better or different -> “NICHE TO WIN”– position(-ing) matters

• 2-axis graph is trite, but still useful– see next page for example

• useful comparisons / differentiation:– simple vs complex– value vs cheap (tougher to prove tho)– cheap vs expensive (but careful you don’t race to bottom)– consumer vs enterprise– open vs proprietary (in this case, open usually better… but not always)

We’re Better, Different. (and You Suck.)

Funny!

Shocking !!!Accepted

Not Funny.

8. Marketing Plan

• PR• Contest• Biz Dev• Direct Marketing• Radio / TV / Print• Dedicated Sales• Telemarketing

• Email• SEO / SEM• Blogs / Bloggers• Viral / Referral• Affiliate / CPA• Widgets / Apps• LOLCats

Ok, so your product / technology rocks, but… … how do you get customers / distribution?

lots of channels, lots of decisions… choose a few:

3 Things That Matter / To Measure : 1. Volume2. Cost 3. Conversion

9. Team

People that Get VCs all Hot & Bothered• Geeks with deep technical background• Entrepreneurs who have sold companies• Sales/Marketing who Make it Rain

Also Identify:• Key Hires you Need but *Don’t* Have, and…• … you’ve got candidates lined up in those areas • ... ready to hire as soon as you close funding• … or at least job descriptions / est. salary

10. Money, Milestones

• How Much Money Raised / Now Raising? – Show 3 Budgets: Small, Medium, Large– Show how you’ve got “Small” already lined up– Show “Optionality”, Competitive Interest (if poss.)

• How Will You Spend It?– Key Hires (Build Product)– Marketing & Sales (Drive Revenue)– CapX, Ops Infrastructure (Scale Up)

• Show Achievable Milestones with Non-Linear Increase in Value– Show what will get you to next milestone (product, customers, hires)– Show how the capital you have is more than adequate

Additional Resources

• Dave McClure: – Startup Metrics for Pirates (AARRR!)– ZapMeals Sample Pitch Presentation– Master of 500 Hats Blog: “Greatest Hats” (top blog posts)

• Steve Blank: 4 Steps to Epiphany, Customer Development Methodology• Eric Ries: StartupLessonsLearned• Sean Ellis: Startup-Marketing.com• Andrew Chen: AndrewChenBlog.com

• Brad Feld, Jason Mendelson: AskTheVC.com• Aydin Senkut: Felicis Ventures blog• Mark Suster: Both Sides of the Table• VentureHacks.com

• StartupCompanyLawyer.com

StartupsOpen Data

Workshop

starts here!!!

Massimo ZaglioChristian Racca