Team ProteUS
Allen
Congyi
Shwetha
Ken
OpenH2O Mission Statement
We believe technology will change the world
We enable our community to produce solutions for
oceanic development
We create innovative products such as Protei, an open
source sailing drone, designed to clean oil spills
OpenH2O – A Global Community
OpenH2O Vision and GEM Goals
Create innovative products such as Protei
OpenH2O Vision
Enable an online community
for oceanic innovation
GEM Goals
Advise on marketing strategy
to enable OpenH2O’s vision
Market Research  Analysis  Conclusions  Recommendations
The DE-DART Framework
Diagnosis – What is the problem/opportunity?
Experience – How will users experience change?
Decision – What is our plan of action?
Analysis – Why is our plan the best choice?
Reality Test – What are the risks? How to manage them?
Tools and Methodologies
Diagnosis
Experience
Decision
Analysis
Reality
Test
• Surveys
• 1:1 interviews
• Best practices
• Branding
• Social media
• Website design
• Collect findings
• Determine contingencies
DE-DART
Diagnosis: The Opportunity
Tools Used
Technology Adoption Life Cycle (TALC)
Identifying the market
•
•
DE-DART
Where is OpenH2O on the TALC?
Research
Institutions
Sponsors
Students
Technologists
Innovators
Enthusiasists
Early
Adopters
Early
Majority
Source: Moore (1991, 2002), Crossing the Chasm
Late
Majority
Laggards
DE-DART
The Market Opportunity
Initial hypothesis: the market landscape has 5 buckets
Technologists
2. Enthusiasts
3. Students
4. Research institutions
5. Sponsors
1.
We will Teach You How to Fish
Personas
Technologists
Expertise in
• Marine engineering
• Communications
• Sensors and Actuators
• Mechatronics
• Robotics
Passionate about oceans
Meaningful Ways to Engage
Them
• Promote to people
interested in open source
technologies
• Build a better website
• Organize conferences and
call for people
• Competitions
DE-DART
Personas
Enthusiasts
Hmm….Wonder
if I should attend
the robot
conference
tonight???
Personas
Students
• Looking for academic knowledge
• Eager to study about new
technologies
• Interested in competition
Meaningful Ways to Engage Them
• Provide a platform where they can
easily find out information about
technologies
• Organize competitions and award
prizes
Personas
DE-DART
The Research Institutions
• Mostly academic in nature
• Build brand name as top
priority
• Recognition by having their
work published/getting invited
to give talks
Meaningful Ways to Engage
Them
• Provide a visible platform
for them to promote
researches
• Provide ways to acquire
resources to do researches
• Provide a platform to
facilitate collaboration
across institutions
Personas
Sponsors
• Companies, businesses, and/or organizations
• Similar mission statement
• Believes in improving the environment by
collaboration and innovation
• Looking for win-win
• Quid quo pro
Meaningful Ways to Engage Them
• Demonstrate value
• Show the various levels of sponsorship and what each
level entrails
• Increased sponsor visibility, press releases, teaching the
community about the sponsors
DE-DART
Experience: Users Feedback
Tools Used
Market research
Surveys
Interviews
1:1 Diagnosis
•
•
•
•
DE-DART
Market Research Methodologies
Web Survey
Quick 2 minute SurveyMonkey questionnarie
Goal: collect feedback from the community
1:1 Interviews
30 - 60 minute long in depth discussions with
industry experts on the current state, proposed plan,
and long term vision of OpenH2O
•
•
•
DE-DART
Web Survey Breakdown
Basic demographics
Total participants: 60
Average age: 33
Male/Female: 57/43%
Email addresses provided: 50%
Phone numbers provided: 27%
•
•
•
•
•
DE-DART
Web Survey Results
Participants
Enthusiast
33%
Student
28%
Technologist
22%
Research Institution
Sponsor
14%
4%
DE-DART
Web Survey Results
Highest Level of Education
Geography
4%
12%
6%
6%
39%
40%
56%
16%
31%
10%
6%
29%
Masters
Bachelors
PhD
Undergraduate
Other
Europe
Asia
Other
US - Mid West
US - East Coast
US - West Coast
DE-DART
What They Had to Say
Best responses:
“I never heard of you before, but I loved what I read”
“If there is [anyway] I can help, please let me know”
“I am a marine engineer.. The ocean is my life”
“How can I create a hub here in Lancashire?”
“[Do] your boats add to the plastic debris?”
“Keep the website uncluttered”
“Good luck, we need this”
•
•
•
•
•
•
•
DE-DART
“Where to Find Others Like You?”
Answered by 35% of participants
Enthusiast sites (i.e. Surfrider)
5%
Hacker conferences
5%
Sailing Clubs
5%
TV
5%
Online communities
14%
Groups, workshops, networks
24%
Universities
24%
Social networks
29%
DE-DART
“What gets you interested?”
Discover innovate technology
Passion about the ocean
Co-develop the technology
Education and outreach
Environmental data sharing and analysis
Hands-on experience
Human health consequences
Online R&D platform
Enhance brand
License open source software
Other
0
5
10
Number of Participants
15
20
25
30
DE-DART
Respondents Most Want to See
Educational resources
Open source project instructionals
Uncovering new research
Expert networking
Hands-on project ideas
Open source robotics
Ongoing activity and content blogs
Job opportunities
White paper videos / technical blog
Discussion forum
Events calendar
Advertising opportunities
Explain
0
5
10
Number of Participants
15
20
25
30
35
DE-DART
“What do you find interesting?”
Oil spills
General oceanography
Coral reefs
Climate study
Plastic debris
Fisheries
Radioactivity
Red tides
Acidification
Green blooms
Heavy metals
Other
0
10
20
Number of Participants
30
40
50
DE-DART
“What involvement interest you?”
Collaborate on a project
Class or workshop
Volunteer pro bono skills
Produce an instructional video
Not interested in getting involved
Manage a forum or a blog
Corporate sponsorship opportunity
Provide a financial contribution
Others
0
5
10
15
Number of Participants
20
25
30
35
40
45
DE-DART
1:1 Interview Breakdown
Research Institute / Technologist
•
Kevin Arrigo, Stanford Oceanic Group
Sponsor
•
Catherine Ford, Nokia
Enthusiast / Student
•
Patrick Gallagher, Anthropology PhD
DE-DART
1:1 Research Institute Interview
Feedback on OpenH2O and Protei?
No real community like this exists
Protei and OpenH2O is a bit unclear
The word has to get out
Needs clearer message people can identify with
•
•
•
•
Would you use Protei?
No, we don’t do things with oil spills
Only if it could sample more than surface
Remote sensing
•
•
•
DE-DART
1:1 Research Institute Interview
How to form a partnership?
Oceanographic societies would be interested in
something like this
Wouldn’t really form a partnership with the
institution because they are just a collection of
scientists
Easier and better to work with the individual
•
•
•
DE-DART
1:1 Sponsor Interview
Takeaway: OpenH2O and the sponsor will have to be
aligned with the same goals
Benefit for the sponsor?
Increased visibility
Listed in press releases
Access to audience and user base
•
•
•
DE-DART
1:1 Sponsor Interview
Action for OpenH2O to receive sponsorship?
Create a program for sponsors
Actively seek them out
Different levels of sponsorship (kickstarter method)
•
•
•
Feedback on Protei and OpenH2O
Separate the two
Communicate a clear win-win situation
•
•
DE-DART
The A-Ha! Moment
DE-DART
1:1 Diagnosis
Communication
Problems:
I didn't know of
OpenH2O
I don’t understand
you.
Professional Silos
Personality Differences:
External
Constraints:
Culture Chasms
Principles & Values
Clash:
Gender Chasm
Skill Gaps:
Generation Chasm
Motivation
Factors:
What’s in it
for me?
I don’t know how.
It’s against my principles
and values!
That’s the way I am. It’s
hard to change.
I don’t have the time,
money or authority.
Source: Kosnik, Blair, Ramfelt, and Pfeifer (1986, 2000, 2005, 2009) “1 to 1 Diagnosis.”
*
*
DE-DART
Decision: The Recommendation
Tools Used
Creating a new ecosystem
Bucket analysis
Positioning statement
Mapping out the whole product
•
•
•
•
DE-DART
The New Ecosystem
??
Research
Institutions
??
Oceanic
Equipment
Providers
DE-DART
The New Ecosystem
Sponsors
Enthusiasts
Research
Institutions
Sponsors
Oceanic
Equipment
Providers
DE-DART
New Ecosystem Relationship
Research
Institutes
Technology
Revenue
Equipment
Providers
Equipment
Enthusiasts
Equipment
$$
$$
Feedback
Information
Research Findings
Third-party/Independent
Data-sets
Independent Data
Reputation
Manpower/
Expertise
Visibility
Visibility
Potential Talent Pool
Positioning Statement
DE-DART
For research institutions, oceanic equipment providers, and
enthusiasts
Who believe in technology to improve the ocean
OpenH20
Is an online collaborative community
That brings together like-minded people with diverse skill-sets
and backgrounds
Unlike the currently fragmented system
Our product takes an integrated approach at co-developing,
licensing, and sharing in an inclusive environment.
Source: High-Tech Marketing © 2005, TCG Advisors LLC
DE-DART
Decision: Timeline
Short
Build The
Community
Mid
Grow The
Community
Long
Spin-off
Technology
DE-DART
Building the Community
Whole Product Model
Open Source
Collaboration
Research
Findings /
Columns
Tutorials
& DIY
Competitions
OpenH2O
Events
Calendar
Jobs / CV
Repository
Forums
Short
Social Media
Integration
Source: High-Tech Marketing © 2005, TCG Advisors
LLC
DE-DART
Decision: Growing the community
Building on top of our Minimum Viable Product
Using the features to grow content
Leveraging on community
to grow even more
user-generated content
Source: Kosnik,
Blair, Ramfelt,
and Pfeifer
Using the content to
attract user participation
Mid
Source: Ramfelt, Kjellberg, and Kosnik
(2012) “Gear Up: Your Best Idea Ever”
DE-DART
Decision: Long-term goals
Doors that open when community is mature:
•
Seek corporate sponsorships
•
Incubate potential start-ups
Long
DE-DART
Analysis: Deep Dive
Why these are the best choices
Ecosystem analysis
Clear branding
Social media strategy
Website strategy
Desired content for OpenH2O
Partnerships
•
•
•
•
•
•
DE-DART
Ecosystem Analysis
Profile and Characteristics
•
•
•
•
•
NPOs
Regulatory bodies
Mostly academic in nature
Build brand name as top priority
Recognition by having their work
published/getting invited to give talks
• NPOs depend on sponsors
Likely Groups and Associations
• TOS – The Oceanography Society
• American Geophysical Union (Ocean)
• American Society of Limnology and
Oceanography
• NSF – National Science Foundation
• Ocean Sciences meeting in Utah
Reseach Institutions
Where to Find Them?
• University directories
• Referral from graduates students to
interview the faculty
• The ‘contact us’ section of the institution’s
websites
Meaningful Ways to Engage Them
• Provide a visible platform for them to
promote researches
• Provide ways to acquire resources to do
researches
• Provide a platform to facilitate
collaboration across institutions
Connect Rather Than Convince
Profile and Characteristics
DE-DART
Likely Groups and Associations
•
•
•
•
Includes students and technologists
Passionate in sailing/ocean/technology
Curious and eager to learn
Deisre to make change in the community
and envionrment
• Recognition of their contributions to the
projects is a plus
•
•
•
•
•
ASA – American Sailing Association
TED global audience
Robotics and Artifical Intelligence Groups
Marine engineering groups
Open source communities
Enthusiasts
Where to Find Them?
•
•
•
•
•
Universities – groups/associations
Sailing organizations
Professionals in the technology industry
Groups on Linkedin and Twitter
IEEE – Institute of Electrical and
Electronics Engineers
Meaningful Ways to Engage Them
•
•
•
•
•
•
Technology information and demos
Incentives and recognitions for support
Organize competitions and award prizes
Promote open source technologies
Build a better website
Organize conferences
Connect Rather Than Convince
Profile and Characteristics
• Designs, produces, and manufactures
oceanic equipment
• Primary applications are to monitor,
measure, and collect data for oceanic
research
• Serves independent researchers and
research institutions
DE-DART
Likely Groups and Associations
• ESANS – Environmental Services
Association of Nova Scotia
• COL – Consortium for Ocean Leadership
• CUASHI – Consortium of Universitities
for the Advacement of Hydrologic Science
Oceanic Equipment
Providers
Where to Find Them?
• Search for “oceanographic instruments,”
“optical equipment,” “ocean gliders”
• Biosphereical Instruments, California
• Satlantic, Nova Scotia
• Wetlabs, Oregon
• Hobilabs, Washington
Meaningful Ways to Engage Them
• Show them what tools and functions the
buyers want and need
• Visbility into customer demand and ways
to improve sales
• Platform to display store and the
equipment for sale
DE-DART
Personas
Oceanic Research Equipment Providers
• Profit-centered, B2B nature
• Niche market; Highly specialized
• Subject Matter Experts
Meaningful Ways to Engage Them
• Help them acquire leads
• Assist in building long-term
relationships
DE-DART
Clear branding
•
•
Clear message - separation between OpenH2O and
Protei
•
•
Products: Protei
Community: OpenH2O
Survey and interviews of people confused
DE-DART
Social media strategy
Why?
 Extends the brand, and its relationship with the
customers.
 Provides instant feedback.
 Encourages two-way communication.
 Leads to Other Valuable Sources of Traffic.
29% of the survey participants mentioned social networks
as a medium to find people.
Sources:
http://img.constantcontact.com/docs/pdf/why-social-media-marketing.pdf
http://traffikd.com/smm/worth-your-time/
Social Media for OpenH20
DE-DART
Create
Awareness
Social media for OpenH20
Build
Community
GET THE WORD
OUT!!!
Find
industry
key people
Increase
visibility
DE-DART
Twitter for OpenH2O
Twitter profile created on May 10th 2012 – Currently has 43 followers
Most important followers:
David E. Guggenheim– Marine scientist, conservation leader, sub pilot, speaker, educator,
author. Sr. Fellow at The Ocean Foundation. Host, The Ocean Doctor http://oceandoctor.org
New Ocean Blue - New Ocean Blue educates about oceans’ garbage patches, uses
grassroots tactics to eliminate plastic pollution,& promotes use of reusable materials.
Green Garmento - develops reusable dry cleaning bags
LMR - World's biggest robot building community and robot news from around the world.
Seadub -Marine Engineering Company based in Southampton servicing yachts and boats in
the Solent area.
CodeMyDesigns.com – Develops Drupal websites for designers and agencies.
Mike Larsen -Tweets the latest and greatest in Space and Science News! - NASA
Information & News, Space, Astronomy, Science, Technology, Earth and the Environment
Mystery Bay Marine - Internet retailer of quality boating and industrial products. Veteran
owned and operated small business
Clean Ocean Action COA's mission is to improve the degraded water quality of the waters off
the New Jersey/New York coast.
Drupal Bangalore - Helps companies build websites with Drupal
Ken Wisnefski -Serial Web Entrepreneur and Founder and CEO of WebiMax a leading
global #SEO Company. Expert in online marketing, small business, start-ups, and leadership.
Distribution of Followers
Others
21%
Ocean
groups
9% Researchers
10%
Other startups
5%
Other NPOs
5%
Technologists
14%
Entrepreneurs
5%
Media / Marketers
31%
DE-DART
DE-DART
Potential Twitter Audience
Media
sites/Marketing
groups
24
Technology
groups
5
Open source
communities
10
Ocean
groups
33
DE-DART
Similar Communities on Twitter
Twitter statistics for DIY drones
30
No of tweets
25
Average # of tweets /week = 14
20
15
10
5
0
1
2
3
4
5
6
7
8
9
10
11
12
Week
 DIY Drones: The world's largest amateur UAV (Unmanned aerial
vehicles ) community
• 3867 followers
• Average of 14 tweets/week
• Post industry related links and products from DIY drones
• Model OpenH20 community after DIY drones
Source: https://twitter.com/#!/DIYDrones
13
DE-DART
Experimental Results - Strategy
Use # tags with
keywords. Ex:
Drupal, clean
ocean
Tweet on a regular basis
– at least 2 tweets a day
Post survey on
different groups
Find people with similar
interests and follow
them. Ex: ocean groups,
non-profits, open source
communities.
How to get
people to follow?
Call for people from
different groups to
collaborate with OpenH20
community
Provide access to
team members
to tweet
Implement Twitter
button on the
website
DE-DART
Facebook for OpenH20
How to increase visibility?
Experiments and Strategy
 Protei page already created – Dec 21st 2011- Currently has 37
people associated
 Find ocean groups and share Protei page

So far 3 groups found, with more than 50000 people associated
 Share survey on these groups

Shared survey with impressive response
 Invite people from these groups to join OpenH20
community
 Implement Facebook “like” button on the website
DE-DART
LinkedIn Strategy for OpenH20
• OpenH20 group created – May 5th 2012 . Currently has 18 members
• OpenH20 company profile created on May 10th 2012
Group Demographics
DE-DART
Potential Technical Collaborators
Sensors and
Actuators, 370
Robotics ,
1800
Naval architects
and marine
engineers ,
5000
Mechatronics,
5000
Automation
Engineers ,
10000
Experiments and Strategy
DE-DART
Provide access to
Team members to
post content
Implement Linkedin
button on the
website
Post keywords so people
can find OpenH20
Post surveys on
these group boards
How to find
collaborators?
Post job openings on
the group boards
Post promotions and
discussions on these
group forums
Create groups for collaborators
with Applications such as
“Github” and “Projects and
Teamspaces”
Invite people to join group
– Creates awareness
• 40% of the people
invited, joined the group
Join Technology Professionals
group – can find potential
collaborators
DE-DART
Pros and Cons
Networking
site
Pros
Cons
Bigger user base – increases visibility
1. User base mostly younger
2. Limited interaction between
users
3. Limited space to post content
4. Hard to find industry key
people
1.
2.
3.
4.
Limited space available to post
content
Great to find Industry key people
Faster way to connect with people
Target audience can find us with #tags
Search engine indexed
1. Great to find Industry key people
2. Huge base of technical collaborators
available and can filter out with
geographic location
3. Search engine indexed and higher page
rank on Google
4. Higher interaction between users
1.
No #tags available for people
to find us
2. Need to reach out to people
individually
3. Limited space to post content
DE-DART
Blogs for OpenH20
Why Improve Blog?
 Enhance visibility
 Increase traffic for community website
 Establish industry expertise
 Promote products
 Generate leads
25% of the survey participants would like to get
information about OpenH2O from Blogs
Sources:
http://www.forbes.com/sites/kenmakovsky/2012/05/14/why-should-companies-blog/
DE-DART
Study Other Community Blogs
DIY Drones Blog stats
50
Average # of posts /week = 35
45
Total Blogs/week
40
35
30
25
20
15
10
5
0
1
2
3
4
5
6
7
Week
8
9
10
11
12
13
• DIY drones – community allows members to post on blogs
• Members can comment on blog posts
• Blog is integrated with the website
• Average of 35 blog posts by members
source: http://diydrones.com/profiles/blog/list
DE-DART
Recommendations for Blog
Recommendations to
improve the blog section
for Protei/OpenH20,
based on study
• Integrate webpage with the website and make navigation
easier
• Provide login information to access the blog page to all
members of the community
• Allow members to post about industry related
events/information
• Need to have comments section to allow people to
interact
• Write articles/provide links to articles from industry
• Have industry key people post guest blogs
• Post interviews conducted with industry key people
DE-DART
Website Design
Research Findings
What Users want
Feature responses participants most want to see
Educational resources
Open source project instructionals
Uncovering new research
Expert networking
Hands-on project ideas
Open source robotics
Ongoing activity and content blogs
Job opportunities
White paper videos / technical blog
Discussion forum
Events calendar
Advertising opportunities
Explain
0
5
10
Number of Participants
15
20
25
30
35
DE-DART
Website Design
 Organizing the content
 Project Centricity
 The “Project Space”
 Forums
DE-DART
Website Design
Organizing the content
DE-DART
Website Design
Project Centricity
College
Portal
OpenH2O
Individual
Student Space
Project Space
DE-DART
Website Design
Introducing the Project Space
All projects
share the same
feature set:
• About
• Showcase
• Workspace
DE-DART
Website Design
Project Centricity: The Workspace
The Workspace:
• A set of integrated collaborative tools
DE-DART
Website Design
Project Centricity: The Showcase Page
DE-DART
Website Design
Forums
Analysis: Partnerships
DE-DART
An Illustrative List
Parnership groups
Examples
University
with Ocean Programs
Stanford, University of California
(Santa Cruz), California State
University
Companies interested in
ocean
Show Boats, Odyssey Marine
Exploration, Airmar, Bluefin Robotics
Government
Environmental Protection Agency
(EPA), National Science Foundation
Open-source communities
instructables.com, diydrones.com
Online ocean sites
oceanforyouth.org, seasky.org
DE-DART
Analysis: Partnerships
$$
Earning Partners
Companies
Strategic Partners
Government
Sponsors
Non Profit Organizations
Online Ocean Sites
Limited Partners
Open-source communities
Universities
Learning Partners
Knowledge
Partnerships: Open Source
Communities
Potential stakes to
bet on partnership
Partner can give
DE-DART
Partner can get
Assets
Customer base
Traffic back from OpenH2O
community
Technology
Information about other cool
technologies
Information about innovative
projects/events happening
on OpenH2O
Resources
Knowledge about how to
build a community
New technology resources
Reputation
Credit as cutting edge
projects
Featured as innovative
technologies on OpenH2O
Core competencies
Increase traffic to OpenH2O
Official support from
OpenH2O on technologies
Source: Kosnik (2000), “Managing a Portfolio of Polygamous Partnerships?”
DE-DART
Partnerships: Universities
Potential stakes to
bet on partnership
Partner can give
Partner can get
Assets
Customer base
Innovative practical projects
for teaching purposes
Technologies
Knowledge from universities'
ocean program
Instructors/Instructions,
demo sessions for students
Resources
Contributions from students,
professors
Real world project for ocean
programs
Reputation
Endorsement
Innovative programs with
practical and innovative
projects
Core competencies
Expose OpenH2O to large
students base
Training materials/supports
Source: Kosnik (2000), “Managing a Portfolio of Polygamous Partnerships?”
DE-DART
Timeline for Action Plan
•
•
•
Build up the
minimum viable
feature set
Prepare launch
articles e.g. News
to publish,
projects to
feature
•
Organize
events
• Start
promoting
OpenH2O
via partners
and channels
Recruit a core
team of people to
manage the site
Phase 1
Phase 2
Website goes live
• Showcase
OpenH2O to
the world!
• Go on TED X
• Approach
corporate
sponsors/VCs
with the
numbers!
Phase 3
Critical Mass reached
DE-DART
Reality Test
Bracing for impact
Mitigation and contingency strategy
•
DE-DART
Reality Test
Risk
Mitigation Strategy
Contingency
Strategy
OpenH2O's website does
not gain traction
Find out which features
are attractive/ off-putting
and work on them
Incentivize
partners/channels to
promote OpenH2O
Few projects come onto
OpenH2O
Approach highschools/colleges and offer
to feature their projects
on the site
Re-think the collaborative
tools offered on
OpenH2O and see if it is
lacking in depth or scope
Not enough resources to
handle sudden growth
Engage community to
volunteer pro bono
Seek individual donors or
corporate sponsors
sooner to fund team
Source: MS&E 271
Last Thoughts
“Give a person a fish and he will eat for a day,
Teach a person how to fish and he will eat for a lifetime”
Last Thoughts
OpenH2O in the future
Protei in the present
TOP
Connect Rather Than Convince
Profile and Characteristics
Likely Groups and Associations
• Companies, businesses, and/or
organizations
• Similar mission statement
• Believes in improving the environment by
collaboration and innovation
• Able to provide financial sponsorship
• Looking for win-win
• Quid quo pro
• Large companies that encourage
education and technology competitions
• IBM, Google, BMW, Intel
• Energy/Clean-tech companies
• Cesar’s list of potential sponsors
Sponsors
Where to Find Them?
Meaningful Ways to Engage Them
• Campus recruiting events
• Promote OpenH2O to the PR department
• Through other organizations that have
those companies as sponsors
• Network
• Demonstrate value
• Show the various levels of sponsorship
and what each level entrails
• Increased sponsor visibility, press releases,
teaching the community about the
sponsors