Regulatory Hacking (Evan Burfield, 2018)

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Review: Interesting point of view on the multitude of marketing. Covers hacking essentials to make a difference. Rated: 9/10
  •  Power map (like mindmap):
    • Who is going to directly benefit from my product or service?
    • Who is going to use it?
    • Who is my customer going to be?
    • Who influences those users and customers?
    • Who is currently making money from my complex market?
    • Who are the layers within my complex market?
    • How can I segment my complex market?
    • What are each player’s relationships to other players?
    • What are each player’s interest and motivation?
    • What are their capabilities to block or unblock?
    • What laws, regulations, or norms are they subject to?
    1. Keep your aperture wide
    2. All players are either attackers or defenders
    3. Skepticism and empathy
  • Business models
    • Direct: B2B, B2C
    • Indirect: B2B2C
    • Multi Sided business models: marketplaces, ad-supported
  • Telling Story:
    1. Start with why
    2. Tell a story and keep it simple
    3. Know your audience
    4. Be authentic
  • Marketing measurement:
    • Total addressable market (TAM)
    • Serviceable addressable market (SAM)
    • Serviceable obtainable market (SOM)
    • Monthly active users (MAU)
    • Daily active users (DAU)
    • Stickiness (DAU/MAU)
    • Churn rate
    • Average revenue per user (ARPU)
    • Average revenue per paying user (ARPPU)
    • Annual recurring revenue (ARR)
    • Monthly recurring revenue (MRR)
    • Net promoter score (NPS)
    • Lifetime customer value (LTV)
    • Cost of acquiring a customer (CAC)
    • LTV:CAC ratio
    • Months to recover CAC
  • Influence market:
    • Access
    • Credibility
    • Reach
    • Resources
    • Domain expertise
  • Procurement hack
    • Find your hero: people who willing to take risk in order to make a name for themselves
    • Know the procurement officer
    • Pricing: certain range need no approval
    • Councils of government: share resources
  • Selling to citizen and institution
    • Do your homework
    • Don’t be a cynic
    • Decide whether to beg forgiveness or ask permission
    • It’s often simpler to comply
    • It’s easier to tweak than start from scratch
    • Use the local, esoteric, and indirect to your advantage
    • Think twice before poking big, scary bear
    • Rules are means to be changed
    • Never forget that hacking is creative
  • Social impact hacks
    • Should you use social impact as a supplement to your business model or as its foundation?
    • Is the social impact initiative sustainable?
    • Are there enough social impact partners to build a market?
    • Is providing value to your social impact partner compatible with your users and providers?
    • Is providing value compatible with regulation?
    • Can you be transparent and produce a win-win-win?
  • Types of media
    • Earned, sharing
    • Message interpretation
    • Reach
    • Credibility
    • Hard work
    • Owned, web properties
    • Message control
    • Limited reach
    • Limited credibility
    • Hard work
    • Paid, advertising
    • Message control
    • Reach
    • Limited credibility
    • Expensive
  • Grassroot campaigns
    • Data profiling
    • Microtargeting messages via digital or direct mail based on known user behaviours or attributes
    • Hosting house meetings or parties (converting passionate users into brand ambassadors)
    • Guerilla marketing, lawn signs or posters
    • Door to door
    • Gathering signatures for petitions
    • Mobilising letter writers, phone callers, and email senders
  • Grassroots loop: relationship with citizen > learn about citizen > engage citizen > activate citizen > close the loop with results >


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