Monetization with API's at General Assembly, London, UK 2012.

Heidi Harman @heidiharman 2012.06.21 General Assembly

API’S AS A
MONETIZING
STRATEGY


Presentation

* Web-entrepreneur with highly limited development skills.

* School of New Business Design and Social Innovation
* Web Agency 2,5 years (Bazooka, Bleed, SYRUP)
* Clientside 2,5 years (IFL Stockholm School of
Economics)

* Startup, founded RunAlong.se, raised 1 million SEK
* Co-founder of GeekGirlMeetup.com

* Partner at electronic signatures startup. Exit 2011
* Founder at Stealth & consultant UI/UX, productowner.


Deliverables, what are we investigating

* A deeper understanding of API's and how your business
can beneﬁt from them

* Practical next steps for ﬁne tuning your business model
through the use of API's

* A wide range of best practices across various industries


Fast Forward

. What is an API and when to use it.

. Why build or use an APi. Organisation aims.

. In who’s interest. When to use API’s

. When to build, when to use existing APi’s.

. How to build or use.

. MVP case Test


What is an API?

Application Programming Interface

An application programming interface (API) is a
speciﬁcation intended to be used as an interface by software
components to communicate with each other.


What is an API?


components to communicate with each other. (Wikipedia)


What is an API?



'APIs are the sex organs of software. Data is the DNA' - unknown


What is an API?



'APIs are the sex organs of software. Data is the DNA' - unknown

Data Stretch - distributing a stream of data beyond your site, like
tentacles.


Why build or use an APi. Simple does it.
Organisation aims do the following:

Sell Inform Collect data
(provide access) (post) (get, lead generation/no sell).


Why build or use an APi.

Organisation aims do the following:

Sell Inform/push Collect data
(provide access) (post) (get, lead generation/no sell).

http://varldensbastacv.ledarna.se


Examples in practice

> PayPal in Eventbrite



> Facebook > eventbrite



> Eventbrite > Twitter


Another example in practice : Distributing Information


Why are we doing this at all? Who will implement the Strategy.

ALLOW PEOPLE
TO FOCUS ON
WHAT THEY ARE
BEST AT.



REDUCE DEV
COSTS BY
50-70%.
DON’T REINVENT
THE WHEEL



PUSH YOUR OWN SITE OUT AS FAR AS YOU
CAN (ONLINE + APPS). LOOK AT FACEBOOK
GRAPH (drewl). AN API HELPS YOU STRETCH
AND REACH. #clever #betterdistribution
#afﬁliate #easy #offsite

CAN YOU HELP THE END USER BE YOUR
BEST AMBASSADOR, BY WIDGETS ETC.
#clever #display

CAN YOU HELP OTHERS WITH CORE
COMPETENCE, BY DOING WHAT YOUR BEST
AT. #clever #corecompetence



WHAT IF YOUR
TEAM DIDN’T
HAVE TO BUILD
EVERYTHING
FROM SCRATCH.



OK SO YOU
HAVE YOUR
GOAL. GREAT.
NOW WHAT?


ADVANTAGES IN RELATIONSHIP TO THE STAKEHOLDERS. WHEN TO BUILD

CUSTOMER PERSPECTIVE
COMMIN INTEREST AREA API CREATOR
(USING SOMEONE ELSES API)

SUPPORT OTHER SITES
ALMOST NO SHARE USERS AND
SPREAD TECHNOLOGY
DEVELOPMENT TIME SEAMLESS EXPERIENCES
FOR MONEY, USERS

INVOLVING THE SALES STRATEGIC ALLIANCES /
DISTRIBUTED SITE
TEAM PR

ENTREPRENEURS
LET PEOPLE DO WHAT EXPANDING AREAS OF
INTELLIGENCE AND
THEY ARE BEST AT USE
INSIGHT


Why the marketing department will be happy

LONGER TIME ON SITE #measurable

ACTION > RETURNING VIEWERS #CR #KPI

MORE ADVIEWS #sales

CONTENT IN CONTEXT #relevance


WHO IS INVOLVED TECH, SALES AND MARKETING
ROLES AND RESPONSABILITIES

TECH SALES

MARKETING


WHO IS INVOLVED TECH, SALES AND MARKETING
ROLES AND RESPONSIBILITIES REACH GOAL
ROLES AND RESPONSIBILITIES TO

. SPEC WHAT ALREADY EXISTS THATS GOOD
. IDENTIFY NEW POSSIBILITIES (R&D, BUSINESS DEVELOPMENT)
. SET SALES GOALS WITH NEW TECH INFO REGARDING GOALS.

TECH SALES MARKETING

. UNDERSTAND API
. BUILD . MEASURE SALES
. COMMUNICATIVE LEAD
. ORIGINATE A/B TESTING GENERATION
. TEST
INSTRUCTIONS STRATEGIES INTO SALES
CAMPAIGNS.
. IMPROVE
. DEFINE NEW AREAS OF
SALES, NEW TARGET . DESIGN INFORMATION
. REBUILD
GROUPS. SPREAD (SUPPORT IN
RELEVANT CHANNELS
AND MEASURE EFFECT).


What to think of when in how mode? (Advanced)

REST #RestfulAuthentication #makeitEasy #postcard

SOAP #SimpleObjectAccessProtocol #package


Assignment:
HOW COUDL YOU USE API’S TO
IMPROVE YOUR BUSINESS CASE?

1. Whats the problem (possibility)?
2. Whats the implemented API of
choice?
3. Whats the expected result?

In groups/ or alone / depends on group

> 2 minute presentation.


Recources

PROGRAMMABLE WEB DIRECTORY
MASHERY HELPING COMPANY WITH API’S


THANK YOU
@heidharman

HEIDI.HARMAN@GMAIL.COM
+44 07712 406 778

HEIDI HARMAN.COM
REFINERY LABS.COM


Monetization with APIs //TECH 225
Heidi Harman, Founder , GeekGirl Meetup
Thursday, June 21st from 7:00 pm - 8:30 pm.

The words "monetization" and "entrepreneur" don't always go hand in hand. However, many tech
startups have taken an innovative approach to business development that should be of great interest
to communication, marketing and sales professionals looking to unlock an untapped layer of profit
margin for their business.

In this intermediate level course students will explore the digital frontiers of how business
development is evolving through the use of Application Programming Interfaces (API's).

After this 90 minute session, students with no previous knowledge of API's will leave with"

- A deeper understanding of API's and how your business can benefit from them
- Practical next steps for fine tuning your business model through the use of API's
- A wide range of best practices across various industries

Students of this class should be working with their companies web, business development, or sales
team and possess an understanding of the companies KPI's. No other prerequisites are neccessary.

Heidi Harman is a geek at heart and an entrepreneur by trade. Born in Sweden with a BA in
Business from Denmark, Heidi is a serial entrepreneur, UX/UI designer, product developer, and
founder of her own agency. She is a frequent speaker at Swedish Internet Day, Danish Reboot, and
HyperIsland. She is now working on her own startup in the mobile banking space.
Can't make it? Sign up at http://galondon.com to stay in the loop on future events and classes.

Monetization with API's at General Assembly, London, UK 2012.

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