Geoffrey Moore Speaks at the Berkeley Digital Media Conference

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This is a video of the slide presentation that Geoffrey Moore used at the UC Berkeley Digital Media Conference. To see the actual video of the speech visit: http://www.youtube.com/watch?v=7RIHoUtyJQc To view or download the actual slide set shown in this video please visit: http://www.slideshare.net/rstrad1/berkeley-digital-media-conference To find out more about Geoffrey Moore please visit: More information about Geoffrey Moore: http://www.geoffreyamoore.com More information about the Escape Velocity Book: http://www.escapevelocitybymoore.com Geoffrey Moore on Twitter: http://www.twitter.com/geoffreyamoore Geoffrey Moore on Google Plus: http://gplus.to/geoffreyamoore

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Crossing the Chasm vs. Spinning Up the Web: 

Crossing the Chasm vs. Spinning Up the Web Berkeley >Play October 29, 2011

Venture Agenda: High-Tech Market Development Models: 

Venture Agenda: High-Tech Market Development Models B-2-B Markets Crossing the Chasm B-2-C Markets Spinning up the Web Comparing Critical Success Factors Chasm vs. Web 1

Crossing the Chasm: 

Crossing the Chasm B-2-B High-Tech Market Development 2

Technology Adoption Life Cycle: 

Pragmatists’ view of whole product maturity drives the adoption of new technology. Innovators Early Adopters Early Majority Late Majority Laggards Techies: Try it! Pragmatists: Use it when it’s ready! Conservatives : Make sure it’s ready! Skeptics : Never happen! Visionaries: Be the first mover! Technology Adoption Life Cycle

The Whole Product: 

Minimum set of products and services to fulfill target customer's reason to buy. Core Offering Hardware Software Application Engineering Peripherals Design Installation and support Databases Outsourcing Complementary Products Complementary Services The Whole Product

Market Development Model Offers Evolve with Whole Product Maturity: 

Chasm Tornado Bowling Alley Main Street Early Market Market Development Model Offers Evolve with Whole Product Maturity Custom projects for Visionaries Segment-specific solutions for pragmatists in pain Standard products for pragmatists with budgets Proven systems for cost-conscious conservatives

Crossing the Chasm Framework A Playbook for B-2-B Market Development: 

1. Target Customer 2. Compelling Reason to Buy 3. Whole Product 4. Partners and Allies 5. Sales Channel 6. Pricing 7. Competition 8. Positioning 9. Next Target Pragmatist in Pain Complete solution Can manage complexity Current alternatives Next growth segment Broken m/c process Ready to fill in the gaps Rewards for all parties Differentiating focus Crossing the Chasm Framework A Playbook for B-2-B Market Development 6 And that’s how you grow a B-2-B market!

Spinning up the Web: 

Spinning up the Web B-2-C Digital Market Development 7

Identity Modification Life Cycle: 

Engagers create the dynamics of digital market development Innovators Early Adopters Early Majority Late Majority Laggards Enthusiasts: Be 1 st to try it! Engagers: Check it out! Reluctants : Wait! Rejecters: Beware! Evangelists: Believe in it! Identity Modification Life Cycle

Brand/Identity Interactions* Levels of Engagement & Commitment: 

Brand/Identity Interactions* Levels of Engagement & Commitment 9 A B C D I respect what you do, and believe what you say. You are part of what I am. By choosing you, I express myself. You express my dreams, and I want to do more to help your cause. I never imagined this was possible. You are reshaping my identity. * Model developed in collaboration with Schireson Associates I select your offers over others whenever they are available. I not only purchase your offers but display them proudly. I will go the extra mile to play a part in your world. I will camp out all night to be first in line when you open. Level of Engagement Level of Commitment

Spinning Up Volume Operations on the Web Running Experiments in Tandem: 

10 VIRALITY ACQUISITION ENGAGEMENT MONETIZATION Starter Motor Tornado Time!!! Spinning Up Volume Operations on the Web Running Experiments in Tandem

Spinning Up the Web Metrics that Will Drive Your Programs: 

Spinning Up the Web Metrics that Will Drive Your Programs Grow Acquisition Rate of gaining new users (velocity & acceleration) Grow Engagement Average length, depth, and frequency of user engagement Grow Virality # of new customers coming from existing customers over time Grow Monetization Percentage & amount of participation, plus rate of change Increase Promotional Productivity Yield relative to acquisition, engagement, virality , monetization Reduce Churn Rate of losing existing users (velocity & acceleration) Increase Lifetime Customer Value DCF value to date, plus rate of change 11 And that’s how you grow a B-2-C market!

Critical Success Factors: 

Critical Success Factors Crossing the Chasm vs. Spinning up the Web 12

Critical Success Factors What Venture Investors Look For: 

Critical Success Factors What Venture Investors Look For Disruptive technology Compelling reason to buy Customer domain expertise Whole product focus Agile services-led offer development Distinctive cool factor Leveraged access to market Web-tech expertise User experience focus Agile data-driven product development 13 Crossing the Chasm Spinning Up the Web Different horses, different riders—same trail!

gmoore@mdv.com #crossingthechasm: 

gmoore@mdv.com # crossingthechasm 14 Thank You