Basic Research for Startups

Joe Betts-LaCroix 2010-04-14 The Funded Founder Institute San Diego

Ideas are Dangerous

Try to Kill your idea

market opportunity

marketable?

History of the PC

History of the PC

2000

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2008

2010

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2002

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2008

2010

History of firsts
OQO created the UPMC category
Introduced first UMPC with TabletPC capability First UMPC with embedded Sprint Mobile WiMAX Intel showcases OQO model 02+ as world’s highest performance handheld

OQO model 02 showcased in Bill Gates’ CES keynote address

First UMPC with embedded 3G WWAN

2008

Proof of concept demo at WinHec

Debuted OQO model 01 at CES “Best of Show” winner

2007

2005

2004

2002

Recognized industry leader

“World’s Smallest PC”

Winner, ABA Stevie® Award Best New Product – Computer Hardware

Editor’s Choice

Editor Review

Best of CES

2007 Windows Vista PC Innovation Award

CES Winner: Best Mobile Computer

Red Herring Top 100

PC Magazine Technical Excellence Award

High brand value: over 28,900 news hits
Third-party brands are property of their respective owners.

Product placements

Sustained category leadership

OQO model 02+ CPU RAM Storage WWAN screen
1.9 GHz 2 GB 160 GB HDD / 64 GB SSD 3G EV-DO (Sprint or VZW) & HSPA 5” 800x480 (1200x720 interpolated) thumb keyboard w/ raised keys 319 cu cm

Sony UX380
1.33 GHz 1 GB 40 GB HDD / 64 GB SSD 2.5G EDGE Cingular 4.5” 1024x600

Samsung Q1 Ultra
800 MHz 1 GB 60 GB HDD / 32 GB SSD 3G HSDPA Cingular 7” 1024x600

Fujitsu U810
800 MHz 1 GB 40 GB HDD N/A

HTC Shift
800 MHz 1 GB 40 GB HDD 3G HSDPA Cingular 7” 800x480

5.6” 1024x600

keyboard size

thumb keyboard w/ flat keys 543 cu cm

split thumb keyboard 646 cu cm

small laptop keyboard 728 cu cm

small laptop keyboard 769 cu cm

Key partnerships
• • • • • • • • • Microsoft Intel Motorola Verizon Wireless Sprint Dell Garmin SAP Qualcomm

“The appearance of the Atom-based OQO device is an important milestone for Intel.” – PC World (August 20, 2008)

2000

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2010

2000

2002

2004

2006

2008

2010

Third-party brands are property of their respective owners.

OQO model 2+ wins Popular Mechanics 2009 Editor’s Choice Award
James B. Meigs, Editor-in-Chief

PC Magazine Technical Excellence Award

High brand value: over 28,900 news hits
Third-party brands are property of their respective owners.

2000

2002

2004

2006

2008

2010

(Engadget 21-May)

RIP OQO

2000 2000

2002 2002

2004 2004

2006 2006

2008 2008

2010 2010

SO – DO YOUR RESEARCH! What Are You Researching?
1. Product + Model 2. Market 3. Competition

Product vs. Model
sell – license free – freemium – paid thing – meta-thing

death by obscurity

Crossing the Chasm
1. what is a market? 2. what is a market segment? 3. Find your beachhead.

Competition
1. 2. 3. Evolution (%) Revolution (all) Disruption (new)

Comparables
A. know them cold B. draw landscape C. failed/succeed

ideate

H

I D

research

B A C

E F G
C+J

J

K

Internet Tools
Google Alexa Comscore Compete.com Admob 10Ks etc. etc.

H B A C

I D E F G
C+J

J

K

"Fail Early" "Never Give UP"

H B A C

I D E F G
C+J

N M

P Q R

O

S

J

K

How to use people
(in a good way :)
• • • • • use yourself. learn to hate. reverse shoes. use friends. ABP. don't sell them. use VCs. don't believe a "no". don't ignore. use competitors. know them cold. 10K. use customers. talk to them. MVP.
– A,B. – measure (McClure's Startup Metrics for Pirates) – multiple markets.

• don't talk to your acquirers too early. BvB.

Gartner Hype Cycle

NASDAQ

Peak of Inflated Expectations Visibility Plateau of Productivity

Time

joe@foundersresearch.com

Joe Betts-LaCroix
2010-04-07

Chasm

Innovator s

Early Adopters

Early Majority

Late Majority

Laggards

social software hype cycle

Gartner Hype Cycle

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More Features ≠ More Marketable

Plan what you build

Build what you plan

conjoint analysis
LCD Size
6” 5” 7” $499 $599 4” $699 400g Derived Attribute Importance from Total UMPC Intenders*

Price
$199 $399

Weight
180g 230g 280g

Wireless Internet
Anywhere

Thickness
0.6” 0.8” 1”

Battery Life
10 hours 8 hours 6 hours 4 hours

Text Input
Stylus + Integrated keyboard Stylus only

Low PREFERENCE

High

500g

Only at Hotspots

700g $899 3”

2007 Expected Products 2006 Products
3% Less Important 3% 2%

18% 17% More Important
*N = 441

16% 9% ATTRIBUTE IMPORTANCE

Thank you!
Entrepreneurs help each other If you need ideas, drop me a line Joe Betts-LaCroix Zetta Research joe@zettaresearch.com 415 794-4323

references
• http://www.scribd.com/doc/12947737/Marke ting-Through-Gartners-Hype-Cycle-stage-bystage • http://www.gartner.com/ • http://www.engadget.com/2009/05/21/ripoqo-company-discontinues-repair-servicedisconnects-phone/

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