Demo Day for MAP’s Class of 2013 Startups

The Melbourne Accelerator Program (MAP) supported by University of Melbourne’s School of Engineering and Faculty of Business and Economics is only in its second year, but already shows signs of becoming a leading incubator of new and emerging entrepreneurial talent in the burgeoning Melbourne startup community.

Last week was Demo Day (a.k.a. pitch night) for the 6 successful teams who were selected from over 50 applications submitted for the 2013 program. Presenting to an audience of fellow entrepreneurs, potential investors, program mentors and “interlopers” (a term used by Dr Charlie Day in his introduction), each team was invited to present the fruits of their labours from the 3-month accelerator program.

To kick things off, there was a quick update on the Class of 2012, including the team behind the new Omny audio app, which offers curated audio content.

From the Class of 2013, first up was 2Mar Robotics, who are developing a remote-controlled robotic arm, aimed at helping people with quadriplegia or with restricted arm movement and control. An earlier, voice-operated prototype proved unstable due to interference from background noise, but the team, led by Young Australian of the Year 2012, Marita Cheng (and founder of Robogals) have already secured a number of pre-orders for the latest version, which they hope to ship in early 2014. While it is understandable that the team would want to keep key commercial aspects of their project confidential, the less-than-open responses to audience questions about product costs and market pricing created the impression that the team are still developing their business case.

The next project, also healthcare-related, was from Cortera Neurotechnologies, who specialise in remote monitoring sensors for epilepsy patients. The team’s goal, using highly developed neural interface technology, is to significantly reduce the risk of infection caused by major invasive surgery for the 30% of epilepsy sufferers who are unable to take medication. Despite some theoretical discourse and good-natured banter with the audience about cyborgs and mind control interfaces, the team (which is divided between Melbourne Uni and UC Berkeley) is well on its way to securing prototype funding.

Client Catalyst offers digital marketing services for SMEs, via mobile websites and integrated search solutions. Given that nearly half of all mobile searches are for local services, the solution has targeted the trade vertical (plumbers, builders, electricians, etc.) which accounts for about 25% of the SME market. Claiming much lower customer acquisition costs for their clients (compared to traditional classified directories), and a very high client conversion rate, the team has established a solid subscription business that more than covers their primary input cost of paid search terms.

By using highly intuitive data visualisation and enhanced search, the team behind The Price Geek claim to have established a major competitive edge over other price comparison sites, in their bid to help you “find out the market price for anything” (although currently, it really only covers tech devices, sneakers, and Tiger Woods memorabilia…). They have built affiliate programs with multiple merchants, giving them more market sources, more contributed content, and more data analytics. The site has already picked up some strong media coverage, and in future, The Price Geek plans to offer price comparison for cars.

Before commenting on Ebla, a self-publishing platform for lawyers, I should declare an interest: I previously worked for the legal information division of Thomson Reuters, including the Westlaw online service. So, IMHO, anyone who is attempting to bring a new technology solution to informed legal commentary and analysis deserves a lot of credit, especially if, as intended, the service empowers individual lawyers to showcase their expertise in a collaborative and adductive environment. Contrary to some popular misconception, the legal profession (along with financial services) was one of the first industries to embrace the digital age*. Yet consider this: the sheer volume of legislation, case-law and commentary; the complexity of the material and its many idiosyncrasies (e.g., case citation systems); the proprietary nature of much document drafting; and the “knowledge is power” approach to researching obscure precedents before facing your opponent in court – all these factors tend to work against the notion of knowledge sharing and collaboration among lawyers. (I have heard of some law firms that embed deliberate mistakes in their commercial drafting templates, to deter plagiarism by their competitors if the originals were to fall into the wrong hands.) Access to the site, which is still in Beta, is by invitation only, and will offer a freemium subscription model.

The last team to present was SwatchMate, with a Bluetooth-enabled reader that helps users to “capture the color of any surface” (or “Shazam for color”). I have to say that when I first saw this team present at a Lean Startup Melbourne event earlier this year, I was somewhat sceptical about the product, as they seemed to be focussing on the paint market (both trade and DIY customers), yet didn’t appear to realise that most people only paint their home once every 5-7 years. However, I am pleased to report that SwatchMate have since lifted their game, by identifying strong opportunities among designers and creatives, brand managers, the cosmetics industry, and even TV and monitor calibration. With linkages to major design software, as well as to leading colour and paint catalogues, SwatchMate will offer an integrated solution once they go into production. Meanwhile, they are planning to launch on Kickstarter, and are a finalist at next week’s Melbourne Design Awards (plus shortlisted for the Sydney and Brisbane Design Awards)**.

Applications for MAP 2014 close on April 24, and there are also opportunities to participate as a mentor (full details not yet available).

* Lawyers love their technology: The Wang word processing system was eagerly adopted by law firms in the 1970s and 1980s, for its ability to support complex document formatting. Online legal research tools like Westlaw and Lexis-Nexis were launched in the 1970s. Some of the first CD-ROM and web-based law publications in the 1990s deployed specialised html coding and Boolean logic designed for legal search and retrieval purposes. Many law firms use sophisticated knowledge management systems to capture the in-house expertise of their lawyers. Court reporting and litigation support tools have been using advanced voice recognition, extensive text parsing and real-time data capture and processing for many years.

** Declaration of interest: I am currently involved with the Design Awards, although I have no say in the selection of shortlisted entries or finalists.

Has web-traffic analysis just got better or worse thanks to Google search encryption?

Last month, WordPress informed its customers that Google has expanded search encryption to cover any search except for clicks on ads. The impact will mean less detail about which keyword searches are driving traffic to your website. Debate among industry observers suggested that this was done either in response to security-related issues, or simply to maximise ad revenue.

I’ll leave you to decide what the real motive is, and to determine what your own response should be around SEO strategies. My sense is that content owners and social marketers will sharpen their use of keywords, and devise new tactics to maximise the value of web traffic analytics. As one commentator has observed, Google has a near monopoly on search – but in the end, it’s their platform and they’ll do what they want with it.

From my own analysis here at Content in Context, the number of “unknown search terms” far outweighs precise keyword or search strings, but thanks to the WordPress stats, I am still able to get a reasonably informed sense of what drives traffic to this blog:

  • Social networks (Twitter, LinkedIn, Facebook, etc.) account for about half of all referrals to Content in Context (including 10% from Reddit, even though I do not actively participate on that platform)
  • Search engines comprise about one-third of referrals (with Google Search accounting for over 90%)
  • Meetup is an increasingly important source of referrals
  • Embedded links (used selectively) can also be a useful source of referrals

I have found some interesting citations to my blog (including undergraduate study forums), and I figure I must be doing something right when third parties approach me to write about their products or to include advertorial content in my blog – and of course, I would declare any such interest when it arises!

Even though I do not pay for Google ad words, or undertake any paid-for SEO, this blog comes up 2nd (after paid results) when using Google search for “Content in Context”.

One outcome from Google search encryption will undoubtedly be a renewed focus on providers offering contextual search solutions, because keyword search relies primarily on frequency, proximity and assumed relevance of search terms, rather than actual contextual meaning.

So, in some ways Google’s decision to encrypt all search will make everyone else lift their game, which can only be positive.

Focus, Focus, Focus: from great idea to MVP in one (not so) easy lesson

Last week’s Lean Startup Melbourne session explored what it takes to turn your great startup idea into a minimum viable product (MVP) before launching in the market. And as the entrepreneurs pitching their product ideas soon found out, it’s all about focus: on the problem you are solving, on the solution you are offering, and on connecting with your target customer.

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The evening’s event was once again hosted by Inspire9, and generously sponsored by BlueChilli, and the ever-entertaining and animated Kussowski Brothers, along with newcomers Startup Victoria and Xero.

As well as a panel comprising 4 of Melbourne’s leading startup experts, there were a couple of lightning talks from Sidekicker and Attendly on how to find a tech co-founder, and how to identify your customer respectively.

On to the evening’s brave pitchers:

First up was ClassWired, a platform for helping ESL classes go digital. Building on personal and professional experience, the product aims to make ESL lesson content more social and the student experience more personal. The challenge is that the ESL market is divided between a handful of major players (who are easy to identify, but could leverage their scale to deploy their own solutions), and a large pool of independent teachers (who are harder to reach). While a need may exist for more interactive ESL content, the panel felt the revenue model lacked clarity, and as yet there was no compelling reason for customer adoption. ClassWired could establish some differentiation through superior instructional design, or by building content development tools for use by tutors.

Next came a presentation by Reflow, which entertained and baffled in equal measure. The product is designed to handle high-volume messaging traffic, from sensory, mobile and web sources across logistics, apps and environmental monitoring. Although the pitch was deep on technical domain knowledge, and again drew heavily on personal and professional experience, the panel was unclear as to the precise problem being addressed, and the solution being offered. Talk of “virtual hair dryers” and “sensory message overload” only helped to confuse the audience. Maybe there are opportunities in outsourcing, or in data analytics – but with cheap and plentiful hosting capacity out there, Reflow needs to find some focus.

Changing tone and gears came StillReel, which streams digital art to an LCD monitor near you. With the idea of bringing limited-edition digital artworks to a wider audience, StillReel offers a monthly subscription model, and is exploring the consumer, commercial and corporate markets. Leaving aside the concept of scarcity value in digital art, the overall feedback suggested that the market needs to be clearly defined, and the offering made more explicit. Is it simply art? Is it entertainment? Is it pandering to the elite? From my perspective, Brian Eno has created a different model via 77 Million Paintings, and no doubt social media is already “liberating” digital art and video from the galleries and museums.

Curated shopping service, YourGrocer offered the best and most succinct presentation on the night, and told a great story about how the experience of “validation in Brunswick” has helped them build a viable business connecting local grocery outlets with time-poor customers. With several options for revenue streams, supplier partnerships and even a franchise model, YourGrocer could be spoilt for choice – but like everyone else, they need to focus (and decide whether they are a community service, a social enterprise or a commercial venture).

Finally, MeetLinkShare offers virtual data rooms – a service somewhat clumsily describing itself as “The Swiss Army Knife of Mobile Collaboration”. Having built a proven platform for secure team-based document and content sharing (including annotations, tags, custom fields, multimedia and version control etc.) the team is now contemplating two significant (but quite separate) market segments: 1) Virtual Data Rooms for SME’s and 2) Private Tutors. They are also seeking a new round of funding. Again, the panel’s recommendation was to find their customer focus, although with some smart and distinct branding, it’s possible that MeetLinkShare could service both markets.

Conclusion

Having a great idea is not enough – as I learned very early on in product development, there may be an opportunity in the market, but is there a market in the opportunity? A couple of things missing from most of these presentations were:

  • a clear definition of both the upstream and downstream markets;
  • an understanding of the customer value chain (and how to monetize it); and
  • the specific contribution that each product, service or solution brings to their chosen domain.

It was also apparent that each of the pitches have opportunities across indirect applications, or within adjacent markets – so part of the challenge is knowing how to gain sufficient traction in one segment that will provide momentum (and relevance) to move into the next growth phase.

Disclosure: The author is not affiliated with any of the businesses mentioned in this blog, although he does acknowledge the receipt of 2 free beers and a couple of slices of pizza from the organisers.

What are the true costs of our car culture?

The recent Australian federal election campaign renewed discussion about financial support for the domestic car industry. The political debate on government subsidies is usually couched in terms of job creation, productivity and industry efficiencies, along with the wider social, economic and technological benefits of having a domestic car manufacturing capability. However, these arguments tend to overlook some of the other costs of our car culture.

HoldenHist 1960To begin with, here are the some of the “key facts” that are usually trotted out:

1. The government subsidy currently costs about $1bn per annum – but the industry is far from alone in receiving direct or indirect government subsidies, and on a per capita basis, the subsidy is somewhere between comparable support for the US and German car industries.

2. Manufacturing as a whole contributes 7.4% of GDP, and 8.3% of employment. (In comparison, mining is 9.6% and 2.4%, while services account for 66% and 86% respectively.)

3. The industry employs 50,000 people in vehicle and parts manufacture, but this is only 5.4% of total manufacturing employment. However, vehicle servicing and repairs, and wholesale and retail activities account for a further 280,000 jobs.

4. There are now only three domestic car manufacturers (Ford, Toyota and General Motors Holden), all of which are foreign-owned; despite ongoing government subsidies, Ford has already decided to cease local manufacturing within a few years – so there are some voices that say we need to protect what we have left.

5. The car industry generates significant benefits through R&D – the sector contributes about 15% of total manufacturing R&D investment. This allegedly has benefits for other sectors, such as delivering improved production processes, and developing new technologies.

Australians have a hard-wired love affair with the car – some would say it’s an inalienable right to own a vehicle, and to drive it wherever and whenever one chooses. Certainly, the development of Holden as a domestic car manufacturer (subsequent to its acquisition by General Motors in the 1930s) is as much a part of the Australian psyche as Federation was in 1901. Cultural and iconic references to the car can be found everywhere – from Peter Carey’s short story (and film) “The Cars That Ate Paris”, to the apocalyptic images of “Mad Max”; from The Triffid’s song “Wide Open Road” to the ABC’s TV documentary of the same name. Cars denote freedom and independence, and are as much a geographic necessity as they are a symbol of economic success. But now that over 80% of the population live in the major cities or in major regional centres, the level of urbanisation would suggest that the car is not the most efficient form of transportation, especially given the increasing road congestion and accompanying levels of road rage.

In his recent book, “End of the road”, Gideon Haigh seems to argue that the only choice for the local car industry lies between subsidies and/or protectionism on the one hand, and a demoralised and unemployed workforce on the other. But regardless of which side of the policy divide you sit, the true cost of our car culture should be measured by a broader set of indicators such as health, infrastructure and energy consumption.

First, few people would argue against the social and economic benefits of meaningful and gainful employment; and domestic car manufacturing has, until its accelerating decline over the past decade or more, provided regular, stable training and employment opportunities. But where and how else could this talent be deployed, and probably to the greater good of the community and the economy? Instead of trying to hold on to a declining sector, should we be encouraging people with design, production, engineering and manufacturing expertise to apply their skills in more high-tech and high-value industries?

Second, despite all the talk about the R&D contribution made by the domestic car industry, I don’t know that we are actually seeing the benefits. For example, average car fuel efficiency has not improved over the past 50 years – because even as engines get more efficient, they become more powerful, and the cars themselves are heavier, leading to higher overall fuel consumption. Australia is the 6th biggest consumer of petrol in the world – and our car emission levels are way above Europe, mainly because we favour larger vehicles with automatic transmissions over smaller, manual models. Cars in Australia are generally marketed on the basis of size, power and price. Thanks to higher average wages and relatively low fuel costs, Australians have a very high petrol purchasing power, so fuel efficiency is less about reducing consumption and emissions, and more about getting the maximum bang for your buck.

Third, despite private sector funding, a number of major Australian toll road projects – e.g., Sydney’s Cross-City and Lane Cove Tunnels, and Brisbane’s Airport Link – have struggled because the developers always over-estimate projected traffic volumes and under-estimate motorists’ willingness to pay tolls. Could that private capital be put to better use by being invested in more integrated transport solutions? The public bus system in Santiago, London’s programme of road-pricing and public transport reinvestment , and the Velib public bicycle service in Paris each suggest there are more imaginative solutions to alleviating vehicle congestion than simply building more roads. Favouring private cars above all other forms of transport is a short-sighted strategy, because either the new roads quickly fill up or toll revenues fail to meet their expected targets. (In London, 25% of all rush-hour vehicles are bikes.)

Finally, increased levels of obesity and diabetes cannot be unrelated to our car culture – a higher concentration of household car ownership has led to more car usage, but for shorter average journeys (47% being less than 2.5km), with each trip conveying fewer people. Could we encourage people to use their cars for fewer short trips (in favour of walking, cycling or taking public transport), and back this up with better urban infrastructure for pedestrians, rail passengers and cyclists?

Unfortunately, our political leaders continue to frame the debate on transport policy around the following mantras:

  • we just need to build more roads to ease car congestion (implying that “only losers take the bus”)
  • we need more toll systems to pay for the new roads (since such projects gain public support because of the anticipated job creation and knock-on economic benefits)
  • we don’t need more trains and especially not high-speed inter-city trains because nobody will use them (even though they would also create jobs and have even greater economic benefits…)
  • meanwhile, we need to keep subsidising the car industry to fill the new roads we are going to build….

Declaration of interest: although I hold a driver’s license, I do not own (and have never owned) a car. If I need to, I hire one. Personally, I’d rather walk or take public transport.

Further declaration of interest: our family had an FB Holden, like the one in this picture, in the early 1970s. I became very familiar with its engine, transmission, differential and brake system as I helped my father rebuild or replace most of the mechanics during that time. For a 3-speed manual vehicle powered by a straight 6 cylinder engine, it drove like a tank and cornered atrociously. But the door windows were ideal for holding the speakers at the drive-in cinema, and it could climb most hills in 2nd gear.