K^2 London entrepreneur point-of-view from Sanjit Atwal, Founder and CEO of Squawka, presented on April 2nd, 2014.

1. “Squawka are
the coolest kids
on the football
block right
now...”
Neil Smyth,
Fremantle
Media
(and ex-Soccer
AM Producer)

2. A little about me….

5. Process-led
Innovation in
competitive
marketplaces

6. a little about Squawka….

7. • Ground breaking real-time data
visualizations during game time
• A true 24/7 companion with latest
news, views, articles, video,
pictures and social media
• Significantly outperforming the UK
market of football apps
• Named 30th in T3 magazines ‘66
British Businesses Changing The
World’
Squawka is a multi-device, always-on football companion

8. What does Squawka do?

9. We use data to help fans understand more about the
game they love. Across Mobile….

10. …And across the web & tablet.

11. Squawka process XML feeds from
to drive a real time data panel…

12. …and feeds from Reuters driven by
photographers around the grounds

13. Who we are…
Covering:
English Premier League
Dutch Eredivisie
French Ligue One
German Bundesliga
Italian Serie A
Russian Premier League
Spanish La Liga
American MLS
Brazilian Serie A
Mexican Liga MX
UEFA Champions League
UEFA Europa League
…All in real time

14. The Problems With Innovating in Football….

15. Fans are resistant to change….

16. The industry is resistant to change….

17. Commercially, it can be just as hard…

18. And then there are your competitors…

19. Catenaccio
(Italian pronunciation: [ka-te-nacho])
…or The Chain is a tactical system in football with a strong
emphasis on defense.
In Italian, catenaccio means "door-bolt", which implies a
highly organized and effective backline defense focused
on nullifying opponents' attacks and preventing goal-
scoring opportunities.

20. - Football is a digitally young industry
- Resistant to change across both consumer and business sectors
- Inflated with huge sponsorships
- Competitive market holds large incumbents with both financial and marketing power
So, the Challenge…

21. How do you innovate in a market like this…?

22. Step 1) Got a great idea? Cool! Validate it. Like, now.

26. 0
0.5
1
1.5
2
2.5
3
Industry Standard Facebook Dominio's on
Squawka
Paddy Power on
Squawka
Display Click Through Rates
Industry Standard
Facebook
Dominio's on Squawka
Paddy Power on Squawka

27. Average time spent on Squawka live EPL games….
39 minutes

28. Step 2) Know thyself & thy enemy

29. We started as a 90 minute
business, however through process-led
innovation…

30. - Breaking News
- Transfer gossip
- Vine’s GIFs, Photos, Videos
- Social media
- Latest team/player news
- Match build-up &
analysis
- Live curated feed
- Social Media
- Second Screen
experience & live scores
- Live data visualization
- Live commentary &
social
Fans now use Squawka throughout their day on both weekdays…

31. - Breaking News and match
build-up
- Transfer gossip
- Vine’s GIFs, Photos, Videos
- Social media
- Second Screen
experience & live scores
- Live data visualization
- Live commentary &
social
- Latest Scores
- Match reports
- Team/Player rankings
- Social Media
…and on weekends

32. • Live feed running 24 hours
a day featuring latest
news, views, scores, com
mentary, images, video
and social media
• Fixtures & live results
across all 15 competitions
currently covered

33. Rankings engine for both teams & players give fans the power to settle debates

34. Every team and player has their own page with sharable stats

35. • Live as-is-stands tables
update in game time
• Editorial team of 50+
produce 40 unique articles
a day into the Squawka
News section

36. Step 3) Iterate. Always and forever.

38. • Gaming partner odds are
dynamically inserted into the
Match Centers with up-to-
date odds to drive
engagement
• Interstitial ads are located
throughout the app to build
brand presence
• Display CTR’s reaching 5%

39. Step 4) Maximize your resources & stay fresh

42. The results of process-led innovation?

43. In less than two years:
- Averaging over 100k unique visitors per day
- Squawka brand now reaches over 200m fans a month
- Followed by footballers, clubs, brands & celebrities for our content
- App averages over 10 screens viewed per session
- Have product releases every two weeks
- About to release cutting-edge new fantasy products for the World Cup

44. @SanjitAtwal
Sanjit@Squawka.com