UNTANGLING THE WEBCLASS 3:

SOME VISITS AND STORIES OF BUSINESS ON THE WEBADVERTISING ON THE WEB

STARTING TO PLAN YOUR WEB BUSINESS – AN INTRODUCTION TO LEAN LAUNCHPAD AND THE BUSINESS MODEL CANVAS

AGENDA

• HOMEWORKS AND DUE DATES, DISCUSSION OF HOMEWORKS 1 AND 2• JIM HEDGER VISIT – WEBMASTER AND SEO SPECIALIST FROM TORONTO• GARRETT TOWNSEND – STARTING A WEB BUSINESS• SERVICE REVENUES, LIFETIME CUSTOMER VALUE• ADVERTISING – GOOGLE ADWORDS, FACEBOOK, BUYING CLICKS, SOCIAL

MEDIA• LEAN LAUNCHPAD AND THE BUSINESS MODEL CANVAS

HOMEWORK

• ASSIGNMENT 1 WAS GREAT. GOOD ANSWERS AND NICELY DONE, BUT MANY FOLKS DIDN’T MENTION THE ROLE OF THE ROUTER AND THERE WAS SOME CONFUSION ON HOW A FRONT END DEVELOPER RESPONSE MIGHT DIFFER FROM A NETWORKING RESPONSE.

• ASSIGNMENT 2 WAS ALSO GOOD. PRETTY EASY TO CRITIQUE A POOR WEBSITE! GETS HARDER WHEN THEY ARE BETTER, BUT I WANT YOU TO KEEP A COUPLE THINGS I MIND – ACTIONABLE AND SPECIFIC COMMENTS

• LATE ASSIGNMENTS – DUE AT THE START OF CLASS, OTHERWISE:• UP UNTIL MIDNIGHT THE DAY AFTER – 10% PENALTY• 2ND DAY 20%• 3RD DAY 40%• 4TH DAY 80%• AFTER 4TH DAY, ZERO BUT I’M STILL HAPPY TO GIVE FEEDBACK

• IF YOU KNOW YOU WILL HAVE A PROBLEM WITH THE DUE DATE TALK TO ME IN ADVANCE!

JIM HEDGER

• JIM WENT TO UVIC• NOW LIVES IN TORONTO• WEBMASTER AND SEO SPECIALIST FOR OVER 15 YEARS• RUNS A TECHNOLOGY PODCAST CALLED WEBCOLOGY

• HTTP://CRANBERRY.FM/SHOWS/WEBCOLOGY• ALSO LOOK FOR HIM AT HTTP://WWW.DIGITALALWAYSMEDIA.COM/

GARRETT TOWNSEND

• FIRST HAD SUCCESS ON THE WEB WITH A FAN WEBSITE• ALSO INVOLVED WITH PURPOSE SOCIAL• GARRETT IS A PSYCH MAJOR, SO CASE IN POINT THAT CS IS NOT THE ONLY

ROUTE IN TO SUCCESS ON THE WEB

SERVICE REVENUES

• SaaS AND PaaS• SOFTWARE AS A SERVICE

• MANY EXAMPLES.. EMAIL, VIDEO SITES SUCH AS PLURALSIGHT, MAILCHIMP, FEEDLY, DRIP

• ANYTHING CHARGING A REGULARLY RECURRING FEE FOR A SERVICE• PLATFORM AS A SERVICE

• HEROKU• NITROUS.IO• WEEBLY• ANYTHING CHARGING A FEE FOR A PLACE YOU CAN BUILD A WEB OFFERING

LIFETIME CUSTOMER VALUE

• EASY FOR SERVICE BUSINESSES – IT IS SIMPLY THE MONTHLY FEE TIMES THE AVERAGE LENGTH SOMEONE IS A CUSTOMER

• HARDER FOR PURE SALES SITES SINCE DIFFERENT CAMPAIGNS MAY ATTRACT DIFFERENT TYPES OF CUSTOMER

• VERY HARD WHEN YOUR BUSINESS IS VERY NEW

STARTUPS FOR THE REST OF US

• HTTP://WWW.STARTUPSFORTHERESTOFUS.COM/EPISODES/EPISODE-294-BACK-OF-THE-ENVELOPE-BUSINESS-MODEL-TEST

• WE STARTED IN CLASS AT 5:55 AND LISTENED FOR A FEW MINUTES

ADVERTISING ON THE WEB

• DON’T BE THIS GUY!!!

MAKING SURE YOUR AUDIENCE IS INTERESTED

• I SOLICIT ADVERTISEMENTS TO MY INBOX• REALLY! THERE ARE SOME THAT I WANT IN THERE – BIOTECH PRODUCTS, AUCTION NOTICES, NVIDIA

• BUT WHEN SOMEBODY SELLS MY INFO AND I GET SPAM FOR THINGS I DON’T CARE ABOUT… WATCH OUT!

• WHO KNOWS WHAT I WANT?• GOOGLE DOES• TO A LESSER EXTENT FACEBOOK DOES• MY FRIEND GROUPS CERTAINLY DO

• AD BLOCKERS

GOOGLE ADWORDS

• ADWORDS VERSUS ADWORDS EXPRESS• PAY PER CLICK• MORE SPECIFIC SEARCH TERMS ARE CHEAPER

• HTTPS://WWW.YOUTUBE.COM/WATCH?V=CU3X9Q_4ROG

FACEBOOK ADS

• THERE IS A LOT OF SCEPTICISM OVER THE VALUE OF FACEBOOK ADS• FACEBOOK TARGETS TYPES, GOOGLE TARGETS BUYING MOMENTS (IE. WHEN YOU’RE

SEARCHING)• BUT FACEBOOK CPC (COST PER CLICK) IS WAY LOWER THAN GOOGLE• AND FACEBOOK KNOWS DIFFERENT THINGS THAN GOOGLE DOES

• WHO YOUR FRIENDS ARE• YOUR PICTURES AND INTEREST GROUPS• MORE COMMENT HISTORY

• HTTP://WWW.DIPOLL.COM/BLOG/2010/11/SIX-STEPS-TO-RUN-CHEAP-AND-SUCCESSFUL-FACEBOOK-ADVERTISING-CAMPAIGNS/

DEEP TARGETING

• HTTP://GHOSTINFLUENCE.COM/THE-ULTIMATE-RETALIATION-PRANKING-MY-ROOMMATE-WITH-TARGETED-FACEBOOK-ADS/

BUYING CLICKS AND VIEWS

• FOR THE MOST PART, DON’T DO IT!• KIND OF LIKE BUYING LINKS, WHAT YOU BUY WON’T BE GOOD QUALITY• FOR CERTAIN PURPOSES THERE MAY BE A BENEFIT TO BUYING PROMOTION

OF A PARTICULAR CAMPAIGN, THOUGH• FOR INSTANCE, HTTP://QUUUPROMOTE.CO

SOCIAL MEDIA

• BIG THING IS TO SPEAK LIKE A NATIVE, SO SERVICES LIKE QUUU WHICH PUSH MULTIPLE PLACES MAY BE LESS EFFECTIVE

• HOOTSUITE AND SITES LIKE THAT LEAD TO THE SAME PROBLEM• BRIAN, THE FELLOW ON THE FACEBOOK PRANK, ACTUALLY STYLED HIMSELF A

REDDIT MARKETER FOR A WHILE. WHAT’S THAT?• HTTP://GHOSTINFLUENCE.COM/JEDI-MIND-TRICKS/

EXERCISES

• 1. GOOGLE ADWORDS CAMPAIGN FOR A NON-PROFIT• MAKERSPACE GETS $10K PER MONTH, UP TO $2 PER CLICK AND $329 IN TOTAL

CLICK DOLLARS• HOW CAN WE MAKE BEST USE OF THIS?

• 2. SOCIAL MEDIA CAMPAIGN FOR A HOUSE CLEANING COMPANY• ONLINE SCHEDULING• CLEANERS WEAR BODYCAMS STREAMED ONLINE SO YOU CAN WATCH AND CHAT

WHILE YOU’RE AWAY AT WORK• CAN SPEND $3K PER MONTH ON ADVERTISING FOR THE VANCOUVER MARKET

LEAN LAUNCHPAD

• MOVING INTO THE BUSINESS STRATEGY SIDE OF THE COURSE AND SETTING UP FOR PROJECT 1

• STEVE BLANK• HTTPS://WWW.YOUTUBE.COM/WATCH?V=M733S5PNPWC• ERIC RIES

BUSINESS MODEL CANVAS

• HTTPS://YOUTU.BE/QOAOZMTLP5S

VALUE PROPOSITION CANVAS

• HTTPS://YOUTU.BE/AN36ECTE54Q

MORE IN DEPTH LOOK AT THE BUSINESS MODEL CANVAS

• WE DON’T HAVE TIME TO WATCH IN CLASS, BUT PLEASE WATCH AS YOU’RE THINKING ABOUT YOUR PROJECT

• HTTPS://YOUTU.BE/SLIMK6Z2JLA

EXERCISES

• 1. VALUE PROPOSITION CANVAS FOR OUR HOUSE CLEANING COMPANY WITH VISITS SCHEDULED ONLINE• TAKE 15 MINUTES IN GROUPS THEN WE’LL COME PRESENT RESULTS FROM 2

GROUPS• 2. BUSINESS MODEL CANVAS FOR THAT COMPANY

• TAKE 15 MINUTES IN GROUPS AND THEN WE’LL COME PRESENT RESULTS FROM 2 GROUPS

HOMEWORK #3

• DUE WED SEPT 28TH AT THE START OF CLASS• PLEASE EMAIL TO DEREKJA@GMAIL.COM• YOU HAVE A WEB BUSINESS SELLING STAR WARS TOYS, YOU GET THEM FROM A SUPPLIER AND

THEY AREN’T QUITE APPROVED TOYS SO THEY CAN’T BE CALLED STAR WARS, BUT THEY ARE PLAINLY DRAWN FROM THE SAME UNIVERSE. THEY SEEM TO APPEAL MOST TO PRE-TEEN BOYS, BUT YOU HAVE A SIGNIFICANT SECONDARY FOLLOWING AMONG GAMERS OF ALL GENDERS SINCE THE CHARACTERS HAVE FOUND THEIR WAY INTO AN ONLINE ROLE PLAYING GAME.• 1 DESIGN A WEB MARKETING PLAN FOR THESE TOYS, YOU HAVE $1000 A MONTH TO SPEND. WHAT

KEYWORDS DO YOU BUY? HOW ELSE DO YOU SPEND YOUR MONEY?• 2 SKETCH OUT A BUSINESS MODEL CANVAS OUTLINING THE FUNDAMENTALS OF THIS BUSINESS