The basis for Liferati is the idea of “segmentation”, ie clustering of users based on certain criteria for the purpose of targeting in terms of crafting the marketing message or developing products.
Traditionally, segmentation is done via demographics (age, sex, occupation, etc) and psychographics (specific needs, attitudes, etc). The more advanced version of segmentation involves this concept called “life cycle”, which maps out the stages of interaction between the product and the user.
During my time as a researcher at Procter & Gamble, I have developed a life cycle segmentation model which was used successfully to develop the direct response marketing strategy for a skin care product.
I had firmly believed in the ‘portability’ - meaning that the model could well be applied across product lines as well as product types. This was validated when I reapplied the model when I was at DHL, crafting a strategy for the B2B direct mailer program.
I am banking for its further ‘portability’ into the realm of Internet businesses - the model is to serve as the ‘foundation’ for the Contextualizer application that we want to build. This is sound theoretically, but as they say, the proof of the pudding is in the eating. We’ll know once the prototype is built and put to test.
DOWNLOAD HERE: Generic Life Cycle Segmentation Model (JPG)
Kenny and I went to a briefing by the kind-people-with-moolah, the Multimedia Development Corporation, better known as MDeC.
We are applying for the Pre-Seed Funding (one of the very few in the world, and certainly in Malaysia) - some 150 grand for one year’s worth of development work. Very interesting indeed. With the money, we will be able to prototype the idea.
The main speaker at the briefing was a bubbly gentleman named Rik, and he gave an interesting talk on something that could otherwise be very dry - FILLING UP APPLICATION FORMS. Picked up some very useful tips from him especially on the business plan bit - he was evidently a very seasoned entrepreneur.
Meanwhile, I’ll be looping up with my old chum Mark Pui and see if we could perhaps get to pitch to some investors in his wide circle of contacts. Also, there will be a talk next Tuesday by the good folks at CRADLE on the same type of funding that they have for projects in idea stage.
Fingers crossed!
Liferati is a social networking platform to provide tools, content and community to empower members to reach their goals faster and easier across all aspects of life – career, finance, health and relationships.
The first generation of self development tools and content centered on books and other published materials (ie Dale Carnegie, Napoleon Hill). This industry progressed into seminars, coaching and offline tools (Stephen Covey, Anthony Robbins).
Taking this to the next level, Liferati utilizes Web 2.0 technologies to better deliver the content and create the engagement to coach users to reach specific goals in life.
We like to think of this as Self Improvement on Steroids.
On a slightly techie side, we will be adopting much of the current standards of Web 2.0 - Ajax, Ruby On Rails, RSS, the like - as well as integrating with some backend business analytics engine which will power up the “intelligent” side of the application. This is where it gets really interesting…more later.
Kenny has designed a very nice wallpaper to grace our tired, ancient laptops. Something pretty to look at while we take the long, hard slog to code the site and also to secure some moolah to kick the project off in a big way.
Download here: Liferati.com “caterpillar” Wallpaper 1280 x 800
Guy Kawasaki came to Kuala Lumpur last May. I went to listen to him talk.
He spoke about the importance of having a mantra vs a business statement. The latter is boring, meaningless and no one ever remembers them. A mantra, on the other hand, is catchy, meaningful and inspiring.
Mantras are about making the world a better place.
I took out my notepad and scribbled this down.
Liferati.com is about reaching your goals faster and easier.
So how do we make this happen?
Come walk with us, and we’ll tell you. 