This is the VC and angel investment for "AirIQ" -- the personal analytics startup I created in 2011-2012. I did receive initial angel funding, was seeking Series A, when I decided to put the company and the product on-ice, in the wake of personal family needs, and the fact that Contactually was doing such a great job.
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
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
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
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
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.