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JM3 THE AWESOME TRUTH ABOUT PIVOTS
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JM3 john manoogian III @jm3 JM3.NET
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JM3 FOUNDER: SOCIAL TECH COMPANY
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JM3 WE HELP APP DEVELOPERS MAKE $
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JM3 (the signal we leave as we move through the public internet)
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JM3 SOCIAL TECHNOLOGY COMPANY
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JM3 WORKING + LEARNING CRAFT
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GENERAL ASSEMBLY JM3 TEACHING
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JM3 NIGHT JOB @ GA
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JM3 1 TERMINOLOGY * DISCLAIMER
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JM3 Entrepreneur Founder 2
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JM3 Small Businesses Startups 3
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JM3 “Valley-style” startups 4
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JM3 2010
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JM3 South Park in San Francisco
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JM3
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JM3
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JM3 CTR Click-through Rates THE DEBATE:
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JM3 plus 1: social analytics app
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JM3 YOU PLUS 1
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JM3 OPEN, UBIQUITOUS, WILD WEST MESSAGING For public social data, we used Twitter.
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JM3 plus 1 found you and sent you a link you clicked or you didn’t
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JM3 CTR 17%
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JM3 Normal: 0.1% – 0.01% A 17% CTR is unprecedented
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JM3 opportunity to pivot
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DECISION TIME FOR PLUS 1 JM3
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JM3 customer discovery system to promote our one product: our app, +1. 4 we had created a
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JM3 THE 10% CTR PIVOT (part 1: the “zoom out” business model pivot)
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JM3 ruby, rails, ec2 everyone / long-tail social analytics ruby, rails, ec2 everyone / long-tail relevant ads… pivot!
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JM3
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JM3 Ads are problematic in the echo chamber mono-culture of the computing industry, #tasteless
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JM3 Facebook: 84% REVENUE FROM ADS
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JM3 Google: 97% REVENUE FROM ADS
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JM3 Twitter: WHO KNOWS?!? (private co; guess 90%) REVENUE FROM ADS
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JM3 All in denial! Ad Shame …
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JM3 Debunking Pivots
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JM3 widely misunderstood What it’s not: running out of money, then changing your business
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JM3 The Big “Secret”: Successful Startups Pivot
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JM3 Flickr from MMORPG to photo-sharing site 1
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JM3 Heroku from in-browser code editing platform to “PAAS” 2
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JM3 3 from location based checkin site to !ltered photos Instagram
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JM3 Paypal from emailed payments from beaming money to Palm Pilots 4
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JM3 PLUS 1 From
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JM3 PIVOT #1, FROM SOCIAL ANALYTICS TO:
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JM3 SOCIAL ADS FOR THE LONG-TAIL (WE THOUGHT…)
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JM3 *REAL; WE ATE THESE.
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2000 CUSTOMERS JM3 (BUT THE ECONOMICS STANK)
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JM3 who buys social ads?
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JM3
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JM3 who buys any ads?
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JM3 you don’t buy social ads
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JM3 ad companies buy ads.
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JM3 WTF? Madison Avenue buys ads? But Madison Avenue MAKES ads. Right?!?!
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JM3 Long Tail Madison Avenue The confusing economics of ads: Media (Holding) Companies buy most media, much like Eskimos buying ice
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JM3 THE B2B PIVOT (from long-tail to media co’s on madison avenue)
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JM3 2 PIVOTS
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JM3 social analytics > ads
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JM3 long-tail > madison ave.
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JM3 4REALITY PIVOTS
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JM3 self-serve > full-serve +
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JM3 website > sales team +
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JM3 Are we still pivoting?
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JM3 2 PEOPLE
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JM3 5 CITIES
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JM3 2 $MILLION EXIT RATE
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JM3
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JM3 Know when to stop!
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JM3 WE STAYED GROUNDED IN WHAT WE LEARNED LEARNING = EASIER THAN PREDICTING THE FUTURE
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JM3 GOOD TEAMS SURVIVE STARTUPS
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JM3 The Michigan Ma!a
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JM3 Engineering + Design proud Michiganders 2
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JM3 BUILD A PLACE TO ENERGIZE YOUR BEST CONNECTIONS
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JM3 THANK U(P)!
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JM3 For more insanity follow @jm3 • email
[email protected]
All photos Creative Commons licensed
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JM3 THANK YOU
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JM3 FIN