SDFI 2016 Market Research Gasser

8/20/2019 SDFI 2016 Market Research Gasser

http://slidepdf.com/reader/full/sdfi-2016-market-research-gasser 1/15

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Market research is just the process of developing and testing hypotheses.

Sometimes you will be right, sometimes wrong. The key is to keep collectinginformation that moves you forward.

And usually all you need to get started is one of these!!



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YOU

Have an idea!

..

For a product or service!.

That solves a problem!.

Or meets a need!.

Have needs and wants!

..

Of which they may not be aware!.

That they meet in other ways today!.

Or they do without!.

YOUR AUDIENCE

You may not know exactly who your audience is just yet.But you can identify potential customers based on the needs youthink your product addresses. Then, iterate by engaging them.



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DIT NIT

Solution: A technology platform to help ad agencies measure theperformance of ads delivered to mobile apps

Total US ad spend in 2015 ~$400B

Of which mobile ~$8B

Of which mobile apps ~$2.4B

Share of value captured by tech

platforms in this industry ~5%

% spend on measurement ~20%**

Likely SAM ~$24M

* Limited data available here so let’s take a swag. This could

be based on % time users spend in apps versus the web,adjusted for differences in “real estate” or consumer

expectations. I’m going to say 30%......

* Again this is a less well comp’d number, that we might not

learn until we get to market. I’m going to assume there are anumber of other pieces involved in the delivery of mobile

ads, and allocate 20% for measurement

Recognizing that we might want to further test our assumptions, a back ofthe envelope analysis suggests it could be worth going back to the drawing

board on our target and value prop.



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You always have competition.

People are usually meeting needs in someform – whether directly, through substitutes

or even non-consumption.

You need to figure out what to do about it.

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Direct Competition

Substitutes

Non Consumption

YOU

Researching your competitive landscape:

•

If you can, “shop” your competition; where are they great, not so great?

•

Talk to prospective customers (friends, family, colleagues, accounts!!

)• Read competitor’s websites, PR, FB pages, Twitter – what makes them tick?

• If they’re public, get their financial filings (10K, 10Q, S1 filings), follow the stock

•

If they’re private, look them up on online directories (e.g. CrunchBase)

•

Go talk to them at industry events!.. It never hurts



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SDFI 2016 Market Research Gasser