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AirIQ
Ned Hayes
  2012
I’ve led data analytics product teams at

Adobe Advanced Technology Labs
              +
              4 startups
                focused on
       text analytics + machine learning


                 GlobalPlanIT,
                     Kiha
                  TeleTrust,
                Meshin @ PARC
Key Insight:

            data analytics startups

                 analyzing
              mountains of data

our team sees the detailed scoring of user data

     but the users don’t see the analytics.

                 Why not?
Personal Analytics
              BENEFITS

• Drives behavior (for the individual)

• Measures behavior (for the business)

• Produces bottom-line results
Numbers Matter

               Health Measurement




Personal Finance Measurement
Numbers Matter

     Online “Friends”




Politics: Numbers Matter
Personal Analytics
• Can drive behavior (for the individual)

• Measure behavior (for the business)

• Produce bottom-line results

• We have no personal analytics
  on our daily communications
What if we did?
Use Case is a 97.
     That guy




    He’s only a 22
       for me.
Who are these people to you?




49
     66
           84
                           91
Maybe the people who really matter
AREN’T the ones who stand out in a crowd




         42                   71
    35        86   16    22        98
Your Numbers Matter

99
Critical Information in the Numbers
•    What’s your response rate to incoming email?

•    Are you communicating with the most important people first?

•    How fast are you in getting back to clients?

•    How comprehensive is your coverage of your prospect / client / partner list?

•    Who have you forgotten about this week?

•    How can you be more effective?

•    Who is wasting your time?

•    Who needs your love?
Numbers Tell the Truth
          Problems We Solve
• INDIVIDUAL: How to know which emails /
  voice-mails were important? Which ones
  deserved a response?
  – Today’s Solution: Read them all.


• MANAGERIAL: Managers don’t know if their
  sales people are responding to the RIGHT
  people, or taking the right actions.
  – Bottom line impact on end of quarter numbers
What if we had a Number?
• A NUMBER that aggregates all your
  communications activities (keep it simple, clear)

• Over time, longitudinal tracking of activity

• Dynamically updates based on recent activity
Three Possibilities
1. CONTACT RATIO RANKING
       Today’s activity (Jan. 4 between 8 a.m. and 5 p.m.)


       BOEING (all contacts from this Company) is a (97) this week –
  97   61 / 73 email & calls returned to this COMPANY

       Misia Tramp is an (89) this week –
  89   54 / 61 email & calls returned to this PERSON


  45   Jim Broadman is a (45) this week –
       30 / 60 emails & calls returned this week

  39   Anne Washington is a (39) this week –
       12 / 24 emails & calls returned this week


       Janet Stephens is a (22) this week –
  22   4 / 23 emails & calls returned this week.
1. CONTACT RATIO RANKING                  USE
CASE
                               That new client,
                                 Bob, is a 97
                              for me this week!




                       My boss is the
                       only 97 for me!
                       Bob can stay a
                        22 forever in
                         my book.
2. TOPICS / ACTIVITY METRICS
      Today’s activity (Jan. 4 between 8 a.m. and 5 p.m.)


               BOEING is a (90) this week –
     90        61 email & calls made ABOUT THIS COMPANY

               “MSDN Global Sales” is an (84) this week –
     84        56 email & calls made ABOUT THIS TOPIC

               PROJECTX is a (53) this week –
     53        30 emails & calls made ABOUT THIS TOPIC

     32        AIRBUS INDUSTRIES is a (32) this week –
               22 emails & calls made ABOUT THIS COMPANY


               “PATH PLANNING” is a (15) this week –
     15        4 emails & calls made about this TOPIC.
2. TOPICS / ACTIVITY METRICS             USE CASE
                  I’m tracking
               ProjectX at a 99.
                I’m all over the
                    account.




                       I’ve got two
                    accounts that are
                   lagging. I’m only a
                   16 on Airbus, and
                        42 on UW.
3. MANAGER TEAM METRICS
– what my people did today
         Today’s activity (Jan. 4 between 8 a.m. and 5 p.m.)


         15 Communications with Important People


JOHN’S
SCORE    45 Communications with Average People
TODAY
= 55
  55
         2 Communications with Unimportant People / Timewasting Stuff
See what my people did today / this week / this
month




             55                                   71
        35           86         16           22        98
                                Highest
                             Communication
                               Performers
Proof Points of Emerging Market

            in
     Personal Analytics
Klout
• Measures social
  influence (FB, Twitter)
• Not very useful for actual work measurement
RescueTime
• Measures desktop activity by checking which
  applications are open. No communications.
Market is a Green Field
(With Klout, we’ve only seen the beginning)

                  Klout – Social Media Scoring
                  $100 Million Opportunity ?
                     -- Proof of a Market for Personal Scores

                       RescueTime – Desktop Apps
                       $500 Million Opportunity ?

                                           $5 Billion Market ?

                                       Personal Scoring of Vital
                                             Communications
                                                & Daily Activity

                                                         Email,
                                                    Phone Calls,
                                                       SMS and
                                                         Other
                                                      Important
                                                       Activities
Market is a Green Field
(With Klout, we’ve only seen the beginning)

                  Klout – Social Media Scoring
                  $100 Million Opportunity ?
                     -- Proof of a Market for Personal Scores

                       RescueTime – Desktop Apps
                       $500 Million Opportunity ?

                                           $5 Billion Market ?

                                       Personal Scoring of Vital
                                             Communications
                                                & Daily Activity

                                                         Email,
                                                    Phone Calls,
                                                       SMS and
                                                         Other
                                                      Important
                                                       Activities
Opportunity : Big Data Analytics
   “One market which will be huge in 2012 is
   ‘Big Data’ – deriving business insights from
previously unmanageable amounts of data.”
   “Processing the data faster or combining the
   data to create better information represents
   an enormous opportunity for start-ups.”
   “EMC, IBM and HP have all recently announced
   massive investments in this area for 2012 — a
cue for talented entrepreneurs to invent and
package products from Big Data.”
            – Ron Conway, The Economist, Nov 17, 2011
              http://www.economist.com/node/21537967
Emerging Opportunity: Market
              Research
We are entering an era of personal analytics where
we can take control of our own data, display it in a
dashboard, and use it to inform better life decisions.
    – Wired.UK – Martin Blinder Intelligence Squared If Conference
         •   http://www.wired.co.uk/news/archive/2011-11/28/martin-blinder-personal-analytics



Personal analytics will set the Analytics field on fire in 2012 and beyond.
    – Shawn Hessinger, All Analytics.com 12/21/2011
         •   http://www.allanalytics.com/messages.asp?piddl_msgthreadid=244247&piddl_invid=610&piddl_inviteepuserid=384604



Analytics has been largely restricted thus far to corporate life. A major
growth area for the field lies in the personal realm.
With Jim Wilson, a researcher at Babson, I’ve been researching and observing
this area of personal analytics… it’s time to start writing about it.

    – Thomas H. Davenport, All Analytics.com (Deloitte Analytics)
         • 12/19/2011         http://www.allanalytics.com/author.asp?section_id=1500&doc_id=236883
Opportunity Validation
• Who can validate this market further?

• Projected Initial Customers: Sales people
  – Have a real pain point (300 emails a day)
  – Understand the value of metrics (users of Klout)



  – To check my hypotheses: I talked to 10 sales people,
    & have conducted a Focus Group around sales scenarios.
  – A second Focus Group scheduled for later January.
What to Measure?
          What numbers do you need?

HYPOTHESIS: Contacts, Companies & Topics

CONTACTS
•Frequency: Ratio of Correspondence with people
•Velocity: Time to Correspondence with people

COMPANIES
•Frequency: Ratio of Correspondence with companies
•Velocity: Time to Correspondence with/about companies

TOPICS
•Frequency: Ratio of Correspondence on specific TOPICS
•Velocity: Time to Correspondence on specific TOPICS
Initial Validation
                                           (Video Clips)




 Play clip at:                                             Play clip at:
http://nednotes.com/aroiq/AroIQ-Henry-smallmovie.mov       http://www.aroiq.com/
Takeaways
• PROBLEM:
  There’s a near-term opportunity: real pain point

• ADDRESSABLE:
  We can solve these pain points with the right mix of
  product, technology, customer engagement

• COMPETITION?
  No one else is solving it today for these customers –
  not Salesforce, not NetSuite, not SalesLogix, no one.
Why We can do this NOW
Personal Analytics
 • DATA-MINING TOOLS: Machine Learning / Semantic Analysis /
   Data Analytics Engines have finally matured, and can be used
   reliably on very large data sets for actual learning of content
   and topics.

 • LOW OVERHEAD: Open Source tools exist for crunching large
   data sets, including the terabytes of personal information.
   These tools have little cost to the team developing the apps.

 • ACCESS TO DATA: Open Authentication (OAuth) allows quick
   and clean access to myriad sources of personal data, that can be
   accessed for analysis, and results shared back to individuals.
How to do this NOW                        Personal Communications
                                                Data Analysis


Personal Analytics Architecture
USERS: (Web App first)
iPhone, Android, Web, Laptop Apps




          Web               Hadoop /      Data         Accessed
                                                       via OAuth,
                            Mahout     Gathering
          App                          / Crawler
                                                          IMAP
                             Cluster
Product Roadmap                                Q1 2013
                                                                               Q1 2013
                                                                         Professional Team
                                                                          Professional Team
                                                                          Activity Monitor
                                                                           Activity Monitor
                                                                         MADE AVAILABLE AS
                                                                         MADE AVAILABLE AS
                                                                     ENTERPRISE SALES
                                                                     ENTERPRISE SALES
                                                                        PACKAGE
                                                                         PACKAGE
Sales, Install Base, REVENUE




                                                                      FOR SALES ORGANIZATIONS
                                                                       FOR SALES ORGANIZATIONS
                                                                           & BIZ DEV ORGS
                                                                            & BIZ DEV ORGS
                                                           Q4 2012
                                                            Q4 2012
                                                 Individual Activity Monitor
                                                  Individual Activity Monitor
                                                 (DETAILED VIEW) ––MOBILE
                                                  (DETAILED VIEW) MOBILE
                                                   APPS, built more around
                                                    APPS, built more around
                                                    professional use cases
                                                     professional use cases
                                             Q3 2012
                                              Q3 2012
                                   Individual Activity Monitor
                                    Individual Activity Monitor
                                (for every consumer) – WEB APP
                                 (for every consumer) – WEB APP

                                                          Time
AirIQ Timeline




                                                                                                       Dev
  Algorithm
   Algorithm            Prototype
                         Prototype            First Instance of
                                               First Instance of           Complete Set of
                                                                            Complete Set of
Development &
 Development &         Developed,
                        Developed,            Backend Server
                                               Backend Server            Products Delivered:
                                                                          Products Delivered:
  Testing of
   Testing of          Tested with
                        Tested with           Designed, Built,
                                               Designed, Built,           Web App, Server,
                                                                           Web App, Server,
   Numbers
    Numbers            Customers
                         Customers             Implemented
                                                 Implemented               Mobile Outputs
                                                                            Mobile Outputs




                                                                                                       Funding
                        Seed
                                                                    Series A to
                      Funding                                                            Revenue
                                                                     build on
                   To Develop                                                            Funded ?
                                                                   Install Base
                   First Product



 Q1 2012            Q2 2012            Q3 2012             Q4 2012                2013          2014




                                                                                                       Product
                 Business Model
                  Business Model      User Interface
                                       User Interface                                  “PRO”
                                                                                        “PRO”
   Market
    Market                                                 V1 PRODUCT
                                                            V1 PRODUCT               PRODUCT
                   Competitive
                    Competitive         Prototype
                                         Prototype                                    PRODUCT
Investigation
 Investigation                                             Goal: Grow
                                                             Goal: Grow             for business
                     Research
                      Research           Designed
                                          Designed                                   for business
User Studies
 User Studies                                               Install Base
                                                             Install Base            delivered
                    Pitch Deck
                     Pitch Deck        Built, Tested
                                        Built, Tested                                 delivered
Working Together
Ned Hayes by the Numbers
             Experience, Knowledge, Insight, Ability
• 15 years moving          • 5 patents          • 4 startups
  the needle –
  taking research              around                –   Global PlanIT *
  from labs to real            Data/UX/Mobile        –   Kiha Software *
  products:                                          –   TeleTrust
                                                     –   Meshin *
•   Adobe Advanced
    Technology Labs
•   SoftQuad XML           •   2 Kiha/Vulcan    •   2 Successful Exits
    Inventors team
                           •   1 TeleTrust          (Global PlanIT +
•   Vulcan Labs (Kiha)                              TeleTrust) – both sold
•   PARC (Meshin)          •   1 SoftQuad           to larger companies
•   Years of experience
                           •   1 Meshin
    with planning,                              •   * 3 focused on large-
    architecting and                                scale text analytics
    building multi-modal
    smarter systems
References

• Hank Skorny,             • Raine Bergstrom,     • Eric Rock,
  GM Intel                   startup COO            President &
  (former EVP Real,          (former GM,            Co-Founder,
  AOL Mobile, Adobe)         AOL Mobile)            TeleTrust

• Michael                  • Matt Haugh,
  Schutzler,                                      • Brian Golden,
                             PARC                   CFO, TeleTrust
  CEO LiveMocha              (former Microsoft,
  (Classmates,               Adobe, Hitachi)
  Monster.com, Real)
                                                  • Alex Algard, CEO
                           • Peter Sharpe &         Whitepages.com
• Pat Ferrel,
  startup CTO                Tom Magliery,
  (CTO Trailfire & Kiha)     XML Co-Inventors
Next Steps
•   Q1 (Jan – March)                                      (Ned)
     –   Market Validation with Customers
     –   Customer Research / Market Research
     –   Business Model / Complete Business Plan
     –   Competitive Research / Price Point Research

•   Q2 (April – June)                                     (Ned)
     –   Competitive Research
     –   Detailed Product Planning
     –   Algorithm Development
     –   Technical Due Diligence and Build-out Strategy

•   Q3 (July – Sept)                                      (Ned+CTO)
     –   Technical Co-Founder Recruited
     –   Pitch Prototype Developed
     –   Pitch Deck Ready for Seed Funding
     –   Initial Seed Funding

•   Q4 (Oct – Dec)                                        (Ned+CTO+Team)
     – Company rolls out, goes BIG or goes home
Wrapping Up

The Future…
What’s
  your
Number?
Live Life By The Numbers

                 41   12             88
       69



  10                            99
            79
                           57
AirIQ: Numbers Matter

 99
There are
some
potential
issues using
numbers…
appendix
Pitch
• “Klout for your Communications”
 (not just social media or social sentiment reponses)


• Semantic Web on your own personal
  communications
     • Semantic Web technologies applied to Personal
       communications: made pertinent to your day-to-day life.
Problem We Solve
                      For End-Users
PROBLEM – FOR INDIVIDUALS / PROSUMERS
•You’re spending a lot of your day in email and in communications of all types.
•How much of your time is being spent on the highest priority items?
•How do you know if you are actually being productive, or just moving things around? At
the end of the day, how do you KNOW if you’ve actually done anything productive? Have
you touched on the most important people? Have you tackled “what matters most”, or
have you simply wasted some time on email?

SOLUTION
•See a quick chart of your communications, every day, on every incoming and outgoing
item. See how this stacks up against your highest priority people and opportunities.
Understand your own personal productivity in a highly visual form.

SPECIAL SAUCE
•AirIQ provides a “score” per contact that represents your success rate in reaching back to
them and in taking rapid action. This score is
visual and dynamic, and looks like “Klout for Your Communications”
Problem We Solve
              For Managers / Business
PROBLEM FOR MANAGERS / BUSINESS
•The New World of Work: Workers are increasingly telecommuting and working remote.
How do you quantify / keep informed about their productivity? How do you know if
they’re doing any good work at all? TODAY many managers simply check if people have
been online all day, or read an end of week status report. There is no visibility into their
actual work product and communications with prospects, etc. (Stats)

SOLUTION FOR MANAGERS / BUSINESS
•Quick and straightforward visualization of the communications productivity of individual
team members, would include phone calls, SMS, emails, etc.
No need to see all the content – all you need to have is proof of a connection within X
amount of time with a prospect. The score tells you everything.

PROOF CASE
•The first proof case for this type of tool would be sales people and sales teams, because
these teams are already mobile, remote and telecommute. These teams already are
measured on communications - this is a natural fit.
     – Therefore, first integration out of the gate is Salesforce.com OR MS Dynamics.
Roadmap for the Business
1) Stage 1: Create initial product - Grow the audience
2) Stage 2: Extend an analytic framework to drive
   engagement, thus building enterprise backend system
3) Stage 3: Create and sell the “new” enterprise product

OPEN QUESTIONS TO RESOLVE
A) What does the user experience look like at each stage?
B) How does the problem set evolve over time?
C) How does our audience evolve over time?
D) How are we delivering value at each point?
Product Roadmap
                            (Hypothetical)
• ScoreKeeper – tracks communications and response times against an
  importance algorithm. Simple to use for consumers, business
  professionals. Sell product to managers for aggregate team scores.
  (Basic Product)                                      (Q3 2012 )

• MOBILE ScoreKeeper – Add mobile apps that sync all these scores,
  and track phone calls, SMS, etc. (Mobile Output)   (Q4 2012 )

• Smarter ScoreKeeper – Add Companies & Topics and tracking
  mechanisms over time (Analytic Framework)        (Q1 2013 )

• Sentiment Analytics Analysis – today’s systems that claim to track
  “sentiment” actually do a very poor job, and are not using semantic
  technologies at all. No entity recognition, no tracking against indices,
  little that is done that is unique in this space.       (Q2 2013 )
Product Components To Build
•   Access to Communication Streams
     – OAuth access to Gmail, Twitter, Facebook, etc.
•   Connection to Social Profiles for Pictures & Other Info
     – OAuth access to Gmail, Twitter, Facebook, etc.
•   Config Screens
     – Web Site: Add and edit which accounts you want to see here.
•   Importance Algorithm
     – Can we chart who you correspond with, and provide instant feedback on who
       we think is therefore “important” to you?
     – Can we just use Google’s built-in algorithm Priority Inbox features for this?
       (this is exposed to developers, I believe) http://code.google.com/apis/gmail/
•   Charts / Graphs
     – Chart the activity we observe in your Email, Twitter, FB, etc.
•   Time Constraints on the Graph
•   Viewing of the Emails / Messages, Threads, etc.

Más contenido relacionado

AirIQ -- a personal analytics startup I created in 2011-2012

  • 2. I’ve led data analytics product teams at Adobe Advanced Technology Labs + 4 startups focused on text analytics + machine learning GlobalPlanIT, Kiha TeleTrust, Meshin @ PARC
  • 3. Key Insight: data analytics startups analyzing mountains of data our team sees the detailed scoring of user data but the users don’t see the analytics. Why not?
  • 4. Personal Analytics BENEFITS • Drives behavior (for the individual) • Measures behavior (for the business) • Produces bottom-line results
  • 5. Numbers Matter Health Measurement Personal Finance Measurement
  • 6. Numbers Matter Online “Friends” Politics: Numbers Matter
  • 7. Personal Analytics • Can drive behavior (for the individual) • Measure behavior (for the business) • Produce bottom-line results • We have no personal analytics on our daily communications
  • 8. What if we did?
  • 9. Use Case is a 97. That guy He’s only a 22 for me.
  • 10. Who are these people to you? 49 66 84 91
  • 11. Maybe the people who really matter AREN’T the ones who stand out in a crowd 42 71 35 86 16 22 98
  • 13. Critical Information in the Numbers • What’s your response rate to incoming email? • Are you communicating with the most important people first? • How fast are you in getting back to clients? • How comprehensive is your coverage of your prospect / client / partner list? • Who have you forgotten about this week? • How can you be more effective? • Who is wasting your time? • Who needs your love?
  • 14. Numbers Tell the Truth Problems We Solve • INDIVIDUAL: How to know which emails / voice-mails were important? Which ones deserved a response? – Today’s Solution: Read them all. • MANAGERIAL: Managers don’t know if their sales people are responding to the RIGHT people, or taking the right actions. – Bottom line impact on end of quarter numbers
  • 15. What if we had a Number? • A NUMBER that aggregates all your communications activities (keep it simple, clear) • Over time, longitudinal tracking of activity • Dynamically updates based on recent activity
  • 17. 1. CONTACT RATIO RANKING Today’s activity (Jan. 4 between 8 a.m. and 5 p.m.) BOEING (all contacts from this Company) is a (97) this week – 97 61 / 73 email & calls returned to this COMPANY Misia Tramp is an (89) this week – 89 54 / 61 email & calls returned to this PERSON 45 Jim Broadman is a (45) this week – 30 / 60 emails & calls returned this week 39 Anne Washington is a (39) this week – 12 / 24 emails & calls returned this week Janet Stephens is a (22) this week – 22 4 / 23 emails & calls returned this week.
  • 18. 1. CONTACT RATIO RANKING USE CASE That new client, Bob, is a 97 for me this week! My boss is the only 97 for me! Bob can stay a 22 forever in my book.
  • 19. 2. TOPICS / ACTIVITY METRICS Today’s activity (Jan. 4 between 8 a.m. and 5 p.m.) BOEING is a (90) this week – 90 61 email & calls made ABOUT THIS COMPANY “MSDN Global Sales” is an (84) this week – 84 56 email & calls made ABOUT THIS TOPIC PROJECTX is a (53) this week – 53 30 emails & calls made ABOUT THIS TOPIC 32 AIRBUS INDUSTRIES is a (32) this week – 22 emails & calls made ABOUT THIS COMPANY “PATH PLANNING” is a (15) this week – 15 4 emails & calls made about this TOPIC.
  • 20. 2. TOPICS / ACTIVITY METRICS USE CASE I’m tracking ProjectX at a 99. I’m all over the account. I’ve got two accounts that are lagging. I’m only a 16 on Airbus, and 42 on UW.
  • 21. 3. MANAGER TEAM METRICS – what my people did today Today’s activity (Jan. 4 between 8 a.m. and 5 p.m.) 15 Communications with Important People JOHN’S SCORE 45 Communications with Average People TODAY = 55 55 2 Communications with Unimportant People / Timewasting Stuff
  • 22. See what my people did today / this week / this month 55 71 35 86 16 22 98 Highest Communication Performers
  • 23. Proof Points of Emerging Market in Personal Analytics
  • 24. Klout • Measures social influence (FB, Twitter) • Not very useful for actual work measurement
  • 25. RescueTime • Measures desktop activity by checking which applications are open. No communications.
  • 26. Market is a Green Field (With Klout, we’ve only seen the beginning) Klout – Social Media Scoring $100 Million Opportunity ? -- Proof of a Market for Personal Scores RescueTime – Desktop Apps $500 Million Opportunity ? $5 Billion Market ? Personal Scoring of Vital Communications & Daily Activity Email, Phone Calls, SMS and Other Important Activities
  • 27. Market is a Green Field (With Klout, we’ve only seen the beginning) Klout – Social Media Scoring $100 Million Opportunity ? -- Proof of a Market for Personal Scores RescueTime – Desktop Apps $500 Million Opportunity ? $5 Billion Market ? Personal Scoring of Vital Communications & Daily Activity Email, Phone Calls, SMS and Other Important Activities
  • 28. Opportunity : Big Data Analytics “One market which will be huge in 2012 is ‘Big Data’ – deriving business insights from previously unmanageable amounts of data.” “Processing the data faster or combining the data to create better information represents an enormous opportunity for start-ups.” “EMC, IBM and HP have all recently announced massive investments in this area for 2012 — a cue for talented entrepreneurs to invent and package products from Big Data.” – Ron Conway, The Economist, Nov 17, 2011 http://www.economist.com/node/21537967
  • 29. Emerging Opportunity: Market Research We are entering an era of personal analytics where we can take control of our own data, display it in a dashboard, and use it to inform better life decisions. – Wired.UK – Martin Blinder Intelligence Squared If Conference • http://www.wired.co.uk/news/archive/2011-11/28/martin-blinder-personal-analytics Personal analytics will set the Analytics field on fire in 2012 and beyond. – Shawn Hessinger, All Analytics.com 12/21/2011 • http://www.allanalytics.com/messages.asp?piddl_msgthreadid=244247&piddl_invid=610&piddl_inviteepuserid=384604 Analytics has been largely restricted thus far to corporate life. A major growth area for the field lies in the personal realm. With Jim Wilson, a researcher at Babson, I’ve been researching and observing this area of personal analytics… it’s time to start writing about it. – Thomas H. Davenport, All Analytics.com (Deloitte Analytics) • 12/19/2011 http://www.allanalytics.com/author.asp?section_id=1500&doc_id=236883
  • 30. Opportunity Validation • Who can validate this market further? • Projected Initial Customers: Sales people – Have a real pain point (300 emails a day) – Understand the value of metrics (users of Klout) – To check my hypotheses: I talked to 10 sales people, & have conducted a Focus Group around sales scenarios. – A second Focus Group scheduled for later January.
  • 31. What to Measure? What numbers do you need? HYPOTHESIS: Contacts, Companies & Topics CONTACTS •Frequency: Ratio of Correspondence with people •Velocity: Time to Correspondence with people COMPANIES •Frequency: Ratio of Correspondence with companies •Velocity: Time to Correspondence with/about companies TOPICS •Frequency: Ratio of Correspondence on specific TOPICS •Velocity: Time to Correspondence on specific TOPICS
  • 32. Initial Validation (Video Clips) Play clip at: Play clip at: http://nednotes.com/aroiq/AroIQ-Henry-smallmovie.mov http://www.aroiq.com/
  • 33. Takeaways • PROBLEM: There’s a near-term opportunity: real pain point • ADDRESSABLE: We can solve these pain points with the right mix of product, technology, customer engagement • COMPETITION? No one else is solving it today for these customers – not Salesforce, not NetSuite, not SalesLogix, no one.
  • 34. Why We can do this NOW Personal Analytics • DATA-MINING TOOLS: Machine Learning / Semantic Analysis / Data Analytics Engines have finally matured, and can be used reliably on very large data sets for actual learning of content and topics. • LOW OVERHEAD: Open Source tools exist for crunching large data sets, including the terabytes of personal information. These tools have little cost to the team developing the apps. • ACCESS TO DATA: Open Authentication (OAuth) allows quick and clean access to myriad sources of personal data, that can be accessed for analysis, and results shared back to individuals.
  • 35. How to do this NOW Personal Communications Data Analysis Personal Analytics Architecture USERS: (Web App first) iPhone, Android, Web, Laptop Apps Web Hadoop / Data Accessed via OAuth, Mahout Gathering App / Crawler IMAP Cluster
  • 36. Product Roadmap Q1 2013 Q1 2013 Professional Team Professional Team Activity Monitor Activity Monitor MADE AVAILABLE AS MADE AVAILABLE AS ENTERPRISE SALES ENTERPRISE SALES PACKAGE PACKAGE Sales, Install Base, REVENUE FOR SALES ORGANIZATIONS FOR SALES ORGANIZATIONS & BIZ DEV ORGS & BIZ DEV ORGS Q4 2012 Q4 2012 Individual Activity Monitor Individual Activity Monitor (DETAILED VIEW) ––MOBILE (DETAILED VIEW) MOBILE APPS, built more around APPS, built more around professional use cases professional use cases Q3 2012 Q3 2012 Individual Activity Monitor Individual Activity Monitor (for every consumer) – WEB APP (for every consumer) – WEB APP Time
  • 37. AirIQ Timeline Dev Algorithm Algorithm Prototype Prototype First Instance of First Instance of Complete Set of Complete Set of Development & Development & Developed, Developed, Backend Server Backend Server Products Delivered: Products Delivered: Testing of Testing of Tested with Tested with Designed, Built, Designed, Built, Web App, Server, Web App, Server, Numbers Numbers Customers Customers Implemented Implemented Mobile Outputs Mobile Outputs Funding Seed Series A to Funding Revenue build on To Develop Funded ? Install Base First Product Q1 2012 Q2 2012 Q3 2012 Q4 2012 2013 2014 Product Business Model Business Model User Interface User Interface “PRO” “PRO” Market Market V1 PRODUCT V1 PRODUCT PRODUCT Competitive Competitive Prototype Prototype PRODUCT Investigation Investigation Goal: Grow Goal: Grow for business Research Research Designed Designed for business User Studies User Studies Install Base Install Base delivered Pitch Deck Pitch Deck Built, Tested Built, Tested delivered
  • 39. Ned Hayes by the Numbers Experience, Knowledge, Insight, Ability • 15 years moving • 5 patents • 4 startups the needle – taking research around – Global PlanIT * from labs to real Data/UX/Mobile – Kiha Software * products: – TeleTrust – Meshin * • Adobe Advanced Technology Labs • SoftQuad XML • 2 Kiha/Vulcan • 2 Successful Exits Inventors team • 1 TeleTrust (Global PlanIT + • Vulcan Labs (Kiha) TeleTrust) – both sold • PARC (Meshin) • 1 SoftQuad to larger companies • Years of experience • 1 Meshin with planning, • * 3 focused on large- architecting and scale text analytics building multi-modal smarter systems
  • 40. References • Hank Skorny, • Raine Bergstrom, • Eric Rock, GM Intel startup COO President & (former EVP Real, (former GM, Co-Founder, AOL Mobile, Adobe) AOL Mobile) TeleTrust • Michael • Matt Haugh, Schutzler, • Brian Golden, PARC CFO, TeleTrust CEO LiveMocha (former Microsoft, (Classmates, Adobe, Hitachi) Monster.com, Real) • Alex Algard, CEO • Peter Sharpe & Whitepages.com • Pat Ferrel, startup CTO Tom Magliery, (CTO Trailfire & Kiha) XML Co-Inventors
  • 41. Next Steps • Q1 (Jan – March) (Ned) – Market Validation with Customers – Customer Research / Market Research – Business Model / Complete Business Plan – Competitive Research / Price Point Research • Q2 (April – June) (Ned) – Competitive Research – Detailed Product Planning – Algorithm Development – Technical Due Diligence and Build-out Strategy • Q3 (July – Sept) (Ned+CTO) – Technical Co-Founder Recruited – Pitch Prototype Developed – Pitch Deck Ready for Seed Funding – Initial Seed Funding • Q4 (Oct – Dec) (Ned+CTO+Team) – Company rolls out, goes BIG or goes home
  • 44. Live Life By The Numbers 41 12 88 69 10 99 79 57
  • 48. Pitch • “Klout for your Communications” (not just social media or social sentiment reponses) • Semantic Web on your own personal communications • Semantic Web technologies applied to Personal communications: made pertinent to your day-to-day life.
  • 49. Problem We Solve For End-Users PROBLEM – FOR INDIVIDUALS / PROSUMERS •You’re spending a lot of your day in email and in communications of all types. •How much of your time is being spent on the highest priority items? •How do you know if you are actually being productive, or just moving things around? At the end of the day, how do you KNOW if you’ve actually done anything productive? Have you touched on the most important people? Have you tackled “what matters most”, or have you simply wasted some time on email? SOLUTION •See a quick chart of your communications, every day, on every incoming and outgoing item. See how this stacks up against your highest priority people and opportunities. Understand your own personal productivity in a highly visual form. SPECIAL SAUCE •AirIQ provides a “score” per contact that represents your success rate in reaching back to them and in taking rapid action. This score is visual and dynamic, and looks like “Klout for Your Communications”
  • 50. Problem We Solve For Managers / Business PROBLEM FOR MANAGERS / BUSINESS •The New World of Work: Workers are increasingly telecommuting and working remote. How do you quantify / keep informed about their productivity? How do you know if they’re doing any good work at all? TODAY many managers simply check if people have been online all day, or read an end of week status report. There is no visibility into their actual work product and communications with prospects, etc. (Stats) SOLUTION FOR MANAGERS / BUSINESS •Quick and straightforward visualization of the communications productivity of individual team members, would include phone calls, SMS, emails, etc. No need to see all the content – all you need to have is proof of a connection within X amount of time with a prospect. The score tells you everything. PROOF CASE •The first proof case for this type of tool would be sales people and sales teams, because these teams are already mobile, remote and telecommute. These teams already are measured on communications - this is a natural fit. – Therefore, first integration out of the gate is Salesforce.com OR MS Dynamics.
  • 51. Roadmap for the Business 1) Stage 1: Create initial product - Grow the audience 2) Stage 2: Extend an analytic framework to drive engagement, thus building enterprise backend system 3) Stage 3: Create and sell the “new” enterprise product OPEN QUESTIONS TO RESOLVE A) What does the user experience look like at each stage? B) How does the problem set evolve over time? C) How does our audience evolve over time? D) How are we delivering value at each point?
  • 52. Product Roadmap (Hypothetical) • ScoreKeeper – tracks communications and response times against an importance algorithm. Simple to use for consumers, business professionals. Sell product to managers for aggregate team scores. (Basic Product) (Q3 2012 ) • MOBILE ScoreKeeper – Add mobile apps that sync all these scores, and track phone calls, SMS, etc. (Mobile Output) (Q4 2012 ) • Smarter ScoreKeeper – Add Companies & Topics and tracking mechanisms over time (Analytic Framework) (Q1 2013 ) • Sentiment Analytics Analysis – today’s systems that claim to track “sentiment” actually do a very poor job, and are not using semantic technologies at all. No entity recognition, no tracking against indices, little that is done that is unique in this space. (Q2 2013 )
  • 53. Product Components To Build • Access to Communication Streams – OAuth access to Gmail, Twitter, Facebook, etc. • Connection to Social Profiles for Pictures & Other Info – OAuth access to Gmail, Twitter, Facebook, etc. • Config Screens – Web Site: Add and edit which accounts you want to see here. • Importance Algorithm – Can we chart who you correspond with, and provide instant feedback on who we think is therefore “important” to you? – Can we just use Google’s built-in algorithm Priority Inbox features for this? (this is exposed to developers, I believe) http://code.google.com/apis/gmail/ • Charts / Graphs – Chart the activity we observe in your Email, Twitter, FB, etc. • Time Constraints on the Graph • Viewing of the Emails / Messages, Threads, etc.