Legitimate Business#1
Legitimate Business
• Business Skills• Resource Library• Commercialisation of Tinkering
Agenda
• Legitimate Business• Your Host• Subject Matter• Workshop
Sectors
• Marketing & Communications• Legal & Accounting• Financing• Career Development
Your Host
• Past• Present• Future
Subject Evolution
Marketing & Comms
• Subject Overlap• Traditional Methods:– One way– Broadcast– Iterative
Digital Marketing & Comms
• Self-published• Direct• Targeted
Social Media• Two way• Transparent
Digital Stategy
• Strategic– Large-scale– Objective-focused
• Covers All Digital–Media–Marketing– Technology
Digital Context
Strategic Levels
Grand Strategy
Digital Strategy - Definition
Strategy Tactics
Corp. Strategy Digital Strategy Digital Tactics
Strategy Tactics ExecutionResearch
Measurement & Optimisation
Strategic Process for Projects
Stage 1: Context (Research)
• Story• Objective(s)• Market• Audience
One ideaProduct/
Organisation
Context/Environment
Objectives
A Structured Approach to Strategy
Stage 2: Strategy Formation
. . . microblogging e-books microsites IM VoIP social networking podcasting websites
e-mail tagging blogging commenting crowdsourcing networked
computing apps gaming
e--commerce cloud computing audio meta data adverts file
sharing search aggregating . . .
Digital Tactical Universe
Stage 3: Tactics
Strategy:Explore Strange
New Worlds
Digital Tactics – 2: Examples
Strategy:Spread Ideas
Strategy:Digitise world’s
books
Tactic(s): Video cloud, user
categorisation
Tactic: Networked Computing
Tactic: CAPTCHA
Digital StrategyCase Studies
ObjectiveEliminate poverty
StrategyEmpower the education of the poorest people
TacticProvide internet-ready laptops for all poor children
One Laptop Per Child
IdeaMany poor people are honest and entrepreneurial
StrategyConnect kind Westerners with those in need
TacticOnline micro-lending community
Kiva
ObjectiveGet funding for new sci/tech/eco projects
StrategyMake funding a game for all to play
Tactic99¢ donations and points for actions
Armchair Revolutionary
ChallengeUnstick a rigid old master
StrategyShare the love
TacticBuild a community of adult Lego lovers
Lego
Trends
Content Curators
Trends
Clean Tech
Trends
Biofeedback WearablesArduino
Trends
The Game Layer
Mobile
?
What About Us?
• Tech Approach• Self-application• Community & LegBiz Development:– Resources– Easy to Update
