SIZING, GROWING AND EVOLVING YOUR MARKET

CAM DAVIESMIOVISION

@camdavies

OUR CITIES HAVE A PROBLEM

1950 1960 1970 1980 1990 2000 2010 2020 2030 2040

GROW

TH R

ATE

GROWINGGAPPOPULATION

INFRASTRUCTURE

CITIZENS AND CITIES INTERACT MORE ON ROADWAY NETWORKS THAN ANYWHERE ELSE

COMPREHENSIVE DATA SET

SILOED AND UNCONNECTED

BILLIONS SPENT EVERY YEAR

$90B+ IN THE UNITED STATES

GUT FEEL

NO SOUP FOR YOUDATA

SOUND FAMILIAR?

SO ANGRY!

HYPE CYCLEInternet of Things

Ridiculous

UselessUseful

Practical

Zone ofAbsurdity

It’s just how we do it.Plus, people shoot things.

We’re sorry, but you need to fill out an application to

apply.It was due yesterday.

DGRADE

91BILLION

170BILLION

FUNNY HA HA FUNNY HA HA

WHERE DO WE START?

HUGE OPPORTUNITIES.

CREATING INFORMATION WE COULDN’T IGNORE

HOW FAILURE HELPED US FIND THAT INFORMATION

INCREMENTAL STEPS VS.BIG RISK, BIG REWARD

Traffic

Bounce

Time on Site

Pages Viewed

Form FillsOpen

Rate

CTR

Re-tweets

Likes

Comments

List Size

Lead Score

Downloads

Page Rank

KeywordRank

Impressions

Event Traffic

Media Pickup

Funnel Velocity

Are we going to hit

our number?

What should the number be?

DON’T BE A NAVEL GAZER EXTERNAL METRIC

STRATEGIC THINKING

SHARED WORLD VIEW

TOTAL ADDRESSABLE MARKET (TAM)THE WHOLE POTENTIAL MARKET

SERVICEABLE AVAILABLE MARKET (SAM)REACHABLE MARKET

SHARE OF MARKET (SOM)CURRENT REVENUE

WHAT IF ANALYSTS DON’T TRACK YOUR MARKET?

CASE STUDY

Hey Cam,Sales reps tell me we’re plateauing.What are we doing to hit revenue this year? Next year?

Director of Sales

CASE STUDY

My model tells me we’re on pace until the end of time.Is there a risk to revenue this year? Next year?

Financial Controller

WHAT IF ANALYSTS DON’T TRACK YOUR MARKET?

WHAT INFORMATION DO WE NEED?

SIMPLIFY INPUTSMAKE ASSUMPTIONS

CALCULATEBACKUP

QUICK QUERYHUMILITYREVEAL

ADJUST

RESULTS

Shared World View

Shared Priorities

New Campaigns

Tracking the Market

Bottom-up Forecast

Identified Plateaus

Uncovered Opportunity

Information we Couldn’t

Ignore

Common Language

EVOLUTION OF THE PRODUCTS

EVOLUTION OF THE COMPANY

INFORMATION WE COULDN’T

IGNORE

INFORMATION WE COULDN’T IGNORE

WHO HOLDS THE BUDGET?

50% MARKET SHARE

EVOLUTION NEEDED

AIR TRAFFIC CONTROLLER OF THE MARKET

ABSORBED THE MARKET

SET THE PRICES

VALIDATED THE PRODUCT

WHAT DID WE LEARN?

ORCHESTRATOR OF THE MARKET

CO-CREATE VALUE

SHARE SUCCESS

INCREMENTAL INSIGHT

NETWORKMARKETPLACE

WORKFLOW

DYNAMICALLY IDENTIFY PROBLEMS

TRACK PROJECTS TO PLAN

PROJECT UPVOTING

VIRTUAL TOWN HALLS

OPEN DATA

GET DATA TO THE DECISION MAKERS

TRY FAIL

SUCCEED

WOOD BUFFALO, AB

1:00PM | SYSTEM OFF

WOOD BUFFALO, AB

1:05PM | SYSTEM ON

WHAT DID WE LEARN?

ROI

COST

RISK

$

$

$

$

CAPEX

INCREMENTALINVESTMENTS

INFORMATION YOU CAN’T

IGNORE

IF YOU’RE NOT FAILING, YOU’RE

NOT TRYING

INCREMENTAL, COLLABORATIVE

STEPS

THANK YOU.