130220 how to_search_online_to_validate_a_business_opportunity.pptx

Course #2 – Search online to validate your Business

Opportunity

Specialized Master International Project

Management - Business Planning - January, 29th 2013

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Agenda!

•  Introduction!

•  Designing your research!

•  Collect data: online research!

•  Appendices: tools and sources!

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Agenda!





Opportunity evaluation ≠ market survey

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Interview experts … and potential customers !!

Don’t underprice, esp. on a new market

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What is the issue ?

Business • Convince investors

Marketing • Define market potential

Survey • Assess

willingness to pay

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Specific research tools for each step in the marketing process

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Qualitative vs quantitative research

• Methods: face2face,

telephone, internet, mail, email, mobile ..

• Sampling:striclty random, quotas, representative, panels, …

• Methods: invivo

observation, focus groups, individual interviews, desk research, …

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Agenda!





Infobesity anyone ? Not new!

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Sources : COPAN Systems 2006, IDC 2008!11

How can we manage and mine all this information ?!

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The web is dead, long live internet !

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And it gets worse with …

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Contextualized real-time information

Mobile

Location sharing

Social Feeds

A new type of content has emerged

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The solution: search, filter and zoom

16 Maps / graphs / clouds and faceted search

What are you looking for ?

•  Market data: –  Size (volume, value), evolution, … –  Segmentation

•  Competitive data: –  Product/features portfolio –  Positioning (price, image) –  Marketing strategy (advertising, PR, …) –  Sales strategy (distribution channels, promotions, …) –  Quantitative data (customers, visits, fans, …) –  Financial data (P&L, Balance shet)

•  Key information: –  Value chain & business models –  KPIs and costs

•  Influencers & experts: –  To collect data –  For your communication purposes

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Search strategies

•  Increase the signal / noise ratio by: –  Improving the focus of your search –  Improving the quality of the index

•  Keyword based: –  Synonyms: identify them using thesaurus and rebound –  Clustering: semantic or taxonomy –  Keywords generators

•  Search and surf: –  Let serendipity (and instinct) guide you –  Index / bookmark / tag as you navigate

•  Start from a fixed point and radiate: –  From a website using links and backlinks –  From a person using Twitter

•  Multiply sources –  Different search engines –  Competitor research / survey companies

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Validate information

•  Use Wikipedia as a starting, not final point •  Paper vs online, books and newspapers vs blogs •  A fact has a source, a collection method and a date or

it’s a hearsay •  Facts can be checked, but opinions are also valued •  Ask an expert (offline or online – Quora) •  Check online sources:

–  whois, about, history,… –  Factcheck.org –  Rumors, hoaxes and myths : hoaxbuster.com

•  Separate influence, e-reputation and buzz –  Indexes : Klout, Kred, … –  Popularity does’nt mean activation or engagement –  Balance reach AND affinity

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Watch how it evolves

•  Set Google alerts •  WhatchThatPage, FollowThatPage •  Google Trends / Insights for Search •  Create and filter feeds:

–  Create a RSS feed: Ponyfish, Feedity –  Cleanse a RSS feed: Yahoo! Pipes, Feedrinse

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Agenda!





Start with setting your expectations

Quality

Time

Cost Scope

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Where to find what

• Google • Google Customized Search Web pages

• Google news • EuFeeds • Pikanews

News

• Telescope • Copernic Deep web

• Slideshare, Scribd, Issuu • Flickr • Google Advanced Search • Pikanews • Vimeo, YouTube

Specific docs format

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Apply a social filter: curators

Real-time news

Organized content

« Newsletters »

Events

Pictures & infographics

Tags

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Définition : curate: /’kyuoŏ,rat/ [verb, transitive] – select, organize, and look after the items in (a collection or exhibition); from

Latin cura, meaning to care

Curation tools

• Twitter hashtags

Real-time news

• Pearltrees • Socialcompare • Mindmeister

Organized Content

• Scoop.it • Paper.li

« Newsletters »

• Storify • Eventifier

Events

• Pinterest • Flickr groups

Pictures and infographics

• Delicio.us • Diigo

Tags

25 More at: http://socialcompare.com/fr/comparison/curation-platforms-amplify-knowledge-plaza-storify

What about SoLoMo ?

•  Geo-localized social information from public feeds: –  Twitter –  foursquare

•  People network: –  Linkedin, Viadeo –  Societe.com –  Pipl, Yatedo, 123people, Yasni

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Exercices

•  Google Advanced Search –  By date –  By file type –  By backlink

•  Google Customized Search –  Google Marker collaborative indexing –  Search

•  Slideshare •  Twitter advanced search

–  By geographic radius •  Linkedin advanced search

–  People & Companies –  Signal

•  PageRankStatus 27

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Agenda!





Quelques liens pour aller plus loin … Additional links in French J

•  Guide méthodologique, pour chercher de l’info http://www.iaat.org/telechargement/guide_methodo/collecter_info.pdf

•  Outils de veille, moteurs de recherche http://www.outilsfroids.net/ , http://www.abondance.com/ , http://www.actulligence.com/ , http://www.inter-ligere.fr/

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Key secondary sources

•  IT research firms: Forrester, Gartner, Jupiter •  Opinon and market research: Ifop, OpinionWay, TNS, Harris

Interactive •  Market research dedicated organizations: Pew Internet Survey,

eMarketer, JdNet, ElectronicBusinessGroup •  Software and hardware vendors: ATG, IBM, Facebook, Microsoft,

Axciom, ReturnPath, IDC, Google •  Audience measurement: ComScore / MediaMetrix, Kantar Media,

OJD, Mediametrie, S.M.A.R.T. Report, Irep/FrancePub, ZenithOptimedia

•  Mobile advertising: AdMob, Distimo, Hitwise •  Industry associations: AFMM, SNCD, AFM, IAB, SRI, DMA, WOMA,

AFIC, UDA •  Consulting firms: Deloitte, Ernst & Young, Oliver Wyman, Morgan

Stanley, Booz & Co, Capgemini, McKinsey, Bain, Grant Thornton, KPMG

•  French public administrations: DARES, INSEE, CNC, ARCEP, OIV, CREDOC, Ministère de la Culture, DGSIP, OVE

•  International public administrations: OECD, OIT, OMS, Eurostat 30

Tools list for online search

•  Search engines: Google, Exalead, Yahoo!, Bing •  Faceted / clustered search: iSeek •  Directories: DMOZ •  Multiple search: Graball, Metacrawler, Boardreader •  Metasearch engines: Copernic, Telescope •  Bookmarks: Delicio.us, Diigo •  Graph analysis: Touchgraph, Google Browser, Bluenod,

Facebook Graph Search •  Whois •  Translation: Google Translate, Reverso, Babylone •  Thesaurus: Visual Thesaurus, Lexipedia •  Companies: Societe.com, Infogreffe, Hoover •  Academic/research : Mendeley, Google Scholar •  Online audience stats: Xiti, Alexa, Google, Compete •  Crowdsourced feature comparison: SocialCompare

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Social media tools

•  eReputation: Klout, Kred, PeerIndex, HowSociable •  Realtime: Twitter, Topsy, •  Monitoring: Trackur, SocialMention, Radar.ly,

SocialBro, Google Analytics Social Reports, Datasift, Traackr, Beevolve, Shoork

•  Twitter statistics: TweetReach, Twittalyser, TwitterCounter

•  Management: HootSuite, TweetDeck, Dialogfeed, Viralheat, eCairn, Radian6, Adobe Marketing Cloud

•  Geolocalized tweets and twittos: Twitter advanced search, Twellowhood, Localtweeps, TwitterLocal, Nearby Tweets, Twitaholic, Tweography

•  Mapping geolocalized content: 4mapper, 4sqmap, Tripline, Memolane, Sna.pr,

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Survey tools

•  Simple survey: SurveyMonkey, Zoomerang, eSurveys •  Simple polls: PollDaddy, Doodle •  Advanced survey tools: Qualtrics, QuestionPro

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A short bibliography to go further …

•  FIELDING Nigel & M. LEE Raymond, The SAGE Handbook of Online Research Methods, Sage Publications, 2008

•  MAC LEOD Don, How to find out anything, Prentice Hall Press, 2012 •  PORTER Michael E., Competitive Strategy, Techniques for Analyzing

Industries and Competitors, Free Press, 1998

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Amaury de Buchet Affiliate Professor ESCP Europe Strategy, Entrepreneurship and Innovation Mob : + 33 6 60 44 0412 Contact : [email protected] Twitter : @adebuche

Contacts!

Education

130220 how to_search_online_to_validate_a_business_opportunity.pptx