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Barbara Lawrence is the co-founder and managing partner of Lubin Lawrence, Inc., a NYC-based growth strategy consultancy. At the RootsTech 2014 Innovator Summit, Lawrence presented her findings from a landmark study among top thought leaders in the family history industry uncovering potential growth opportunities in this currently $4 billion category.
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©2013
RootsTech Innovator Summit: Technology Trends and Opportunities
2.07.14
© Lubin Lawrence Inc. 2014
©2013
3
Barbara is co-founder and managing partner of Lubin Lawrence Inc., a NYC-based growth strategy consultancy. After earning her MBA, in Marketing and Finance, from The Wharton School of Business, plus her BA in Psychology, Magna Cum Laude, Barbara spent nearly a decade in marketing at Kraft Foods. To pursue her love of strategy, she co-founded LLI. For +20 years, the firm has reinvented the way enduring growth strategies are developed. The firm’s Experience-Driven Design Model and Method© “ladders” down from target’s Fundamental Human Values and most desired experiences, linking these emotional and esteeming benefits to compelling functional benefits. Coupled with the firm’s experience, this copyrighted method has helped Fortune 50 industry leaders such as: P&G, Pfizer, Disney, Capital One, and Lowes, achieve above plan growth.
INTRODUCTION – BARBARA LAWRENCE
©2013
4 WHERE LLI FITS
Strategy Focus
Implementation Focus
More Conceptual
More Analytical
General Management Consulting
Analyze the
Past
Advertising, PR, and Design
Firms
Execute
© Lubin Lawrence Inc. 2014
Lubin Lawrence Inc. Create Growth Strategies
Mission: Empowering Organizations To Achieve Sustainable Business Growth.
©2013
5 EXPERIENCE-DRIVEN DESIGN©
Rational and Tacit Support /Deepens
Conviction
Unique Advantage
Desired Target Experience
Fundamental Human Values
Benefits That Drive Preference, Loyalty and
Foster Competitive Insulation
Feelings That Express Target’s Aspirations
Values That Elevate Self-Esteem
Unique Advantage Support
Materials and charts that articulate principles of marketing and business strategy, structure information, illustrate points, or provide examples that are not specific to the client’s business are proprietary to Lubin Lawrence Inc.’s consulting practice and are copyrighted. These materials may not be reproduced except in the form in which they have been presented, and may not be distributed outside the client organization (Patent Pending)
© Lubin Lawrence Inc. 2014
Target: _______________________
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6 11 IDI INTERVIEWS
• Large Entities Sr. Executive CTO - Ancestry • Large Entities Sr. Executive Product - Ancestry • Large Entities Sr. Executive Formerly of Ancestry • Large Entities Sr. Executive MyHeritage • Large Entities Sr. Executive Brightsolid • Large Entities Sr. Executive findmypast - Data Strategy Manager • Large Entities Sr. Executive findmypast - Business Development Director • Large Entities Sr. Technology Executive FamilySearch • Large Entities Sr. Marketing Executive FamilySearch • Large Entities Sr. Executive Former Managing Director of FamilySearch • Non-Profit Sr. Executive Federation of Genealogical Societies
With Family History Thought Leaders
© Lubin Lawrence Inc. 2014
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7 INTERVIEW QUESTIONS
• Where Is The Category Today? How Did It Get There? • Where /How Should Family History Focus To Achieve Future Growth?
- Who? - What? - How? • What Barriers Must Be Overcome To Get There?
© Lubin Lawrence Inc. 2014
©2013
8 WHERE IS THE CATEGORY TODAY? HOW DID IT GET THERE?
• For a Decade, Focus Has Been On Records Access / Digitization ... Bringing Searchable Records/ Content Online • Resulting Challenge: Balancing Demand for Online Data/Content Access vs. Innovation Priorities
• Census e.g. 1940 Census
• Marriage and Death
• Military
• Citizenship and Naturalization
• Family Histories
© Lubin Lawrence Inc. 2014
1940 Census
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9 WHERE IS CATEGORY TODAY? HOW DID IT GET THERE? • Searchable Digital Records Meet The Needs of An Older, Niche Target, Estimated At About 1% of Potential Universe... Search-Oriented, Genealogists, Historians & Hobbyists • Willing To Invest Search Time/ Effort To Find Names, Dates & Places; Authentication Data...
…However, Younger Generations Are Not
© Lubin Lawrence Inc. 2014
©2013
Niche Premium
Family History
Research
TODAY, FAMILY HISTORY APPEALS TO A NARROW NICHE
Appeals to 1% of Potential Users
EST. MKT VALUE: $ 4B
10
Mainstream
© Lubin Lawrence Inc. 2014
©2013
11 WHO ARE THE “1%ers”?
OLDER GENEALOGISTS,
HOBBYISTS, AND HISTORIANS
Willing To Invest The Time To Conduct Library-Like Research: Online and Offline - Searching for Names, Dates, Places,
Research Is Challenging, Time Consuming, Not Intuitive, Frustrating and Not Mobile
© Lubin Lawrence Inc. 2014
©2013
12 WHY ISN’T PARTICIPATION BROADER?
Too Time Consuming Too Isolating/Lonely Too Difficult/Frustrating
“We’re facing a very large gap technology-wise ... we should be focusing on what younger users want...” – Thought Leader
© Lubin Lawrence Inc. 2014
Mainstream Appeal Requires Faster, Easier, and More Engaging Experiences
©2013
1% Niche Appeal Premium
Family History
THE UNTAPPED OPPORTUNITY: GENERATE MAINSTREAM APPEAL
EST. MKT VALUE: $ 4B
13
99% Mainstream Appeal
Today
Family History Tomorrow
Est. Future Mkt. Value: + $400B
© Lubin Lawrence Inc. 2014
©2013
• Category Has Reached A Tipping Point. ... We Must Innovate To Attracting A Younger, More Tech Savvy, Mainstream Audience; Offer More Engaging /Entertaining Experiences - Not Just Search
WHAT:
Broaden Family History
Engagement Difficulty/Time
Investment Level of Interest
WHERE CAN THE INDUSTRY GO TOMORROW? HOW CAN IT GET THERE? 14
“Mainstream targets seeks richer content and context (not just vital records) – emotionally engaging and interactive experiences (not just search)...” – Thought Leader
© Lubin Lawrence Inc. 2014
©2013
• Category Has Reached A Tipping Point. ...Focus on Attracting A Younger, More Tech Savvy, Mainstream Audience ... Reduce/ Eliminate The Difficulty/ Time Required – Ideally Both HOW:
WHERE CAN THE INDUSTRY GO TOMORROW? HOW CAN IT GET THERE? 15
.
“Technology should help to avoid wasted effort, plus it can educate and entertain ... offer rich and entertaining content using unstructured data ...” - Thought Leader
Broaden Family History
Engagement
- Reduce / Eliminate Difficulty /Time Required – Ideally Both.
Difficulty/Time Investment
Level of Interest
© Lubin Lawrence Inc. 2014
©2013
16 WHO ARE THE MAINSTREAM 99%ers?
GENERALLY YOUNGER, DIGITAL, TECH SAVVY, SOCIALLY CONNECTED, MOBILE AND EXPERIENCE-DRIVEN
Everyone Is Interested In Engaging, Entertaining, Family Stories & Context That Foster Stronger Family Connections (Past, Present and Future)
Embrace Innovation, Interface Should Be: - Intuitive, Interactive, Fun, Shareable ... Educational - Mobile and Easy - Multi-Media - Linked To Social Media
“Imagine speaking into a device and it answers basic questions about your ancestors ...or technology that builds a picture of individuals in the context of when they lived...” –Thought Leader
Unwilling To Invest The Time / Effort Searching for Names, Dates, etc.
Less Experienced With Traditional Family History
© Lubin Lawrence Inc. 2014
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Much More of This ... ... Much Less of That!
WHAT DOES THE 99% WANT?
© Lubin Lawrence Inc. 2014
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Digitally Savvy, Early Tech Adopters , Open To New Ideas/Experiences, Global In Their Perspective, Active on Social Media, Cultural Influencers
INNNOVATION MUSE: YOUNGER, MAINSTREAM AND FUTURE FOCUSED TARGET
© Lubin Lawrence Inc. 2014
WHO:
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Content That Fosters Joyful, Shared and Satisfying Family History Experiences That Bond Generations
ENGAGING, ENTERTAINING & SHARED EXPERIENCES ARE APPEALING
. Multi-Generational ... Collaborative ... Shareable .... More Than Just Names, Dates and Places
“Compelling, entertaining, and family stories based – emphasize engaging and emotionally rich experiences that deepen connections ...” – Thought Leader
© Lubin Lawrence Inc. 2014
WHAT:
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• Search Assistance Tools (APIs) Such As: - Mobile Access/Push Notifications - More Time Efficient /Effective Solutions - Easy to Use Q&A Functions (á la SIRI) - Leverage Ubiquitous Social Media – Foster More Collaboration / Story Telling - More Intuitive and More Interactive Analogies:
• Records Are A Stepping Stone, Not The End Result
It Must Be Easier, Faster, More Intuitive, More Satisfying ... Less Frustrating
REDUCE BARRIERS THAT DAMPEN MAINSTREAM APPEAL
© Lubin Lawrence Inc. 2014
HOW:
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While Some Partnering/Collaboration Is Underway, Opportunities Remain (E.g.):
• More Data Linking/Matching And Big Data Capabilities
• Push Notifications
• Geocoding – Point Census To Specific Locations and Avoid Useless Results
• Handwriting Recognition – Impact On Search Taps Into Using Unstructured Data
BUILD B2B PARTNERSHIP & COLLABORATION OPPORTUNITIES
© Lubin Lawrence Inc. 2014
HOW:
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While Some Partnering/Collaboration Is Underway, Opportunities Remain (E.g.):
• DNA Research/Searching - Becomes The Starting Point For Easier /Faster Connections
• Be As Global As Possible - As Soon As Possible
• Explore A Variety Of Revenue Models E.g. Subscription ... Pay Per View - Etc.
• Include Descendancy Research
• Achieve More Cohesiveness And Collaboration That Comes From One Single Family Tree of Mankind
YOU’RE HERE TO START CONVERSATIONS AROUND THE “WHAT” AND “HOW!”
BUILD B2B PARTNERSHIP & COLLABORATION OPPORTUNITIES
© Lubin Lawrence Inc. 2014
HOW:
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Tap Into Collaboration/Partnership Opportunities; Satisfying End-Users’ Needs While Also Generating Attractive Developer Rewards
Demonstration Valuable Innovations Have Attracted Financial Rewards
[E.g. Ancestry’s Record Matching Technology (Shaky Leaf);; 2012 Private Equity Purchase $1.6b]
BUILD B2B PARTNERSHIP & COLLABORATION OPPORTUNITIES
© Lubin Lawrence Inc. 2014
HOW:
©2013
24 WHAT B2B CHALLENGES MUST BE OVERCOME?
• Lack of Connectivity Between Platforms (APIs) • New Competition: Big Players Like Google & Facebook Become Active In This Space • Budget Concerns: Foster More Partnership / Collaboration Activity To Jump Start Innovation (Share Costs) • Competing For Top Programming Talent • Persuade Record Custodians To Provide Access/ Permit Digitization
• Other?
B2B Challenges
© Lubin Lawrence Inc. 2014
©2013
25 ANALOGOUS CASE Mission: Create One World Map Productive Acquisitions Plus B2B Partnerships and Collaborations Were Key To Accelerating Growth and Satisfying End User Needs
© Lubin Lawrence Inc. 2014
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• Like Family History, Mapping Was Once A Disparate, Incompatible Collection Of
Billions of Pieces of Information. • Acquisitions, Coupled With On-going Partnering /Collaboration Plus A Constant Flow
of Innovations Created A Huge, Single Source Database
• APIs Facilitated 1,000s Of Highly Creative 3rd Party Solutions (E.g. Batchgeo.com) • Mobile GPS Gives The World Access To A Vast, Interconnected Mapping Capability
• Individuals and Organizations Invited To Append Content - 3D Images, Etc.
• Like Google’s One World Map Mission Experience, Family History Can Accelerate the
Creation of One Tree of Mankind and The Mainstreaming of Family History Via On-going Partnering /Collaboration
© Lubin Lawrence Inc. 2014
©2013
27
2004-05 2006-07 2008-09 2010-11
ACQUISITIONS, B2B COLLABORATION/PARTNERSHIP & INNOVATION DELIVERED A DECADE OF GROWTH*
© Lubin Lawrence Inc. 2014 *Source: Wikipedia – partial listing from timeline
2012-13
Con’t Innovations E.g. Google Traffic Added – Real Time Traffic Flow – Enhanced Google APIs and Google Rider Launched
Con’t Innovation: Google Allows Users To Edit Content; Adds Terrain View; Google Signs Deal With Geoeye For Satellite Imagery; Users Can Append Content ... And More
Con’t Innovation: Google Announces Maps GL Plus Street View In Various Asian markets launched Google starts charging for API commercial use; Map Maker Added to US Google Maps; Any Viewer Can Edit/Make Changes- Est. of 150 MM Google Maps Users
Google Acquires C++ Program, Where 2 & Keyhole To Jump Start Google Maps Creation Maps API launches in ‘05
After Apple’s Maps Application Failed, Google Maps Became Available Through The Apple App Store; Con’t Innovation: Adding More Int’l Markets
©2013
28 CREATION OF ONE WORLD MAP FUELED BY B2B COLLABORATION
ACQUISITIONS
Keyhole - geospatial data visualization co. (10/04) Where 2 Technologies (10/04) - Web Based Version
+3 Maps API Generations
Google Maps APIs
B2B Collaboration/ Partnerships
Apple IOS Android
Google Maps - Web mapping service Google Earth - Globe viewing features Google Mars, Moon, Sky Google Ride Finder, Google Transit, Google Street View (US and Int’l) Google Latitude Google Maps for Mobile, etc.
PRODUCTS: MAP BASED SERVICES*
© Lubin Lawrence Inc. 2014 * Partial Listing
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• Goals: WHO: Broaden Appeal, Accelerate Market Development WHAT: Deliver Engaging Experiences With Mainstream Appeal HOW: Overcome Current Barriers; Foster Collaboration To Accelerate Innovation Mainstream End-Users
Innovators/Developers Investors
QUESTIONS?
Today: Small Group “Get Started” Conversations
© Lubin Lawrence Inc. 2014
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Invitation: Engage in “Get Started” Conversations ... Here and Online • Addressing The Mainstream Engagement Challenge – 6 Priority Areas “WHO” Mainstream Target “WHAT”: Broaden Family History Content Definitions To Assure Mainstream Appeal (e.g.): ... Engaging Family History Entertainment/Stories Experiences ... Intuitive Family History Research Experiences ...One Family Tree of Mankind “HOW”: Empower End Users and Reduce/Eliminate Current Barriers (e.g.): ... Mobile Access / Push Notifications .. Easy To Use Q&A Formats á la' Siri /Others? ... Leverage Social Media / Collaboration
• Agree To A Collaboration Plan Via E.g.: Webinars, LINKEDIN, Twitter, etc. Ways To Start and Convert This Conversation Into Action (E.g. Partner Advisory Counsels)
KICK START COLLABORATION & PARTNERSHIP OPPORTUNITIES
© Lubin Lawrence Inc. 2014
©2013
31 OPEN INVITATION TO CONTINUE THE CONVERSATION
© Lubin Lawrence Inc. 2014
JOIN THE CONVERSATION. CHANGE YOUR FUTURE.
Enter to win an iPad Mini
#RootsInnovator RootsInnovator.org
• Join the RootsTech Linkedin & Twitter Conversations
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