Toothbrush vs mobile: how much do you know about your mobile audience?

You audience is mobile but do you really know them?
What they do, what they like, what they think, what they spend money on?

Two weeks before the Johannesburg event my company On Device Research will survey 1000 mobile internet users in South Africa, Kenya and Nigeria for a super fresh snapshot of the market. The presentation will share the trends, key findings, and full report will be published afterwards.

Who is this for? If you’re building mobile services or targeting audiences on mobile then it’s for you.

Alistair Hill
Alistair Hill is the co-founder of On Device Research, a global mobile panel and research company. On Device Research uses the mobile internet to access consumer opinions and has successfully conducted over 19 million mobile surveys in 72 countries. Previously Alistair was lead mobile analyst at comScore and one of the first employees of M:Metrics (prior to its $50m sale to comScore). Alistair has held a variety of roles including business development, client services and product management and is a regularly speaker on mobile consumer behaviour and mobile research. Prior to comScore, he worked at IHS Global Insight’s emerging markets mobile practice and at the Financial Times.

A global perspective – Zachariah George – Tech4Africa 2014

U-Start Africa COO Zachariah George has spent most of his career on Wall Street, as an investment banker. He’s lived in South Africa for the past few years, advising investors on business opportunities in emerging markets, like this one. This, he says, gives him a global and local perspective. His Tech4Africa 2014 talk, he says, will be very practical – detailing what international investors look for in early stage emerging market tech ventures, how to build financial plans, strategies for attracting investment – what to do and what not to do, and how to align your venture’s interest to that of an investor.

“It’s very practical and looks at things like ROI and debt versus equity and valuation methodologies, instruments like convertible notes versus equity, dilution laws when you look at rounds of investment. It’s the kind of information an entrepreneur would be well served knowing before get into a roundtable with an investor, for example.”

Attendees at Tech4Africa CT will also be treated to 10 or 15 minutes of walk-through into how ventures are evaluated. “If someone can give me an answer to ‘how do you value a tech company’ I’ll quit my job and go work for them,” he not entirely jokes. The 10-minute walk-through on what Silicon Valley investors look for is usually charged for and represents 10 years of IP, he says. Companies like Pinterest, twitter and Uber were valued with no revenue. How do you do that? George plans to give some high-level insight into that complex equation.

Another thing he’ll get into, he says, is something many entreprenuers don’t focus on – how to make money for their investors. “Are they options to buy yourself out of the business and make money for your investors that way?

If I’m a financial tech startup do I have clear understanding of Old Mutual’s portfolio and could I sell my app to them? Most entrepreneurs don’t think about exit opportunities.”

Tech4Africa is probably one of the few events that gathers entrepreneurs, investors and everyone in the incubation/acceleration space into one common area with interests that serve every stakeholders needs – even banks and law firms, he says, which is why he submitted a session this year.

“I work with tech entrepreneurs every day and there’s no structured forum for them. This is a good forum for people to share opinions and insight. I’m doing my bit and speaking for 45 minutes, but I’m really there to hear the entrepreneurs talk about their experiences, they’re the real rockstars.”



Taking a leap of faith – Elan Lohmann – Tech4Africa 2014

Elan Lohmann quit his corporate job and set out to change the lives of 100 000 people two years ago. He has grown the SleekGeek social health and fitness community from 10 to 25000 members to date, and is well on track to achieving his goal. He will be sharing his personal story with the Tech4Africa audience, he says.

“I’m going to be telling the story of how I built this brand using digital platforms with no real budget, doing it from my bedroom and creating something from nothing. In that there’s the story of a whole bunch of people whose lives are affected – as well as the story of my life transitioning from a corporate to being an entrepreneur.

“I’m going to be talking about authenticity and the importance of it in the social media space,” he conitnues. “I’m also going to talk about what real community is. We use the term quite loosely. People also use the word ‘value’ for the customer like its jargon but I really believe the secret is giving people what they want and what they need.”

In amongst that, he adds, he’ll be talking about intent and social entrepreneurship – and how your intent is linked to your results.

Lohman has been off the corporate speaking circuit for a while, he says, and was invited to speak at Tech4Africa by founder Gareth Knight – Lohman inspired him to lose a lot of weight and he decided Lohman’s story needed some airtime.

“I’m not giving people a social media lesson,” Lohman adds, “all I can say is what I did and why I think it worked and people can take from that whatever they will.”

Celebrating failure – Andy Hadfield – Tech4Africa 2014

Hadfield is presenting the lessons he learnt as a failed startup at Tech4Africa CT and Jhb this year. Says Hadfield: “Gareth Knight and I are continuing a little tradition that started at the last Tech4Africa… #FailCon. Trying to change that stigma that the South African startup scene has around failure. Like it or not, failure is a part of startup culture. Everyone forgets that 95% of these things fail. And yet we tend to hide failure instead of celebrating what we’ve learned. With the closure of Real Time Wine and the publishing of a certain blog post that did the rounds, I’ve unwittingly become the poster boy for startup failure! A moniker I’m happy to wear for a little bit, hopefully not forever…

“The point is, both Gareth and I are happy to share our failures – if it helps others succeed. Our industry could do with some more sharing. This will be a brutally honest fireside chat about the realities of startup life. Come and ask anything you ever wanted to ask about the messy behind-the-scenes nature of a tech startup. Hopefully between the tears, scars and cashflow issues, there’s enough in there to inspire more people to go out and start something.”

Hadfield has spoken at almost every Tech4Africa since its inception. “I’m a huge supporter and glad to help out any way I can,” he says. “This is OUR SXSW-in-the-making. Be there or be [ ].”

If you’re a first timer Hadfield has some advice for you: “As with any conference, it’s always more about the people than it is the content. In terms of content, pick topics to attend that are WAY outside of your comfort zone. That way, you’ll learn something. In terms of people, don’t be scared to say hi. Scan the # for interesting comments. Buy people coffee (it’s free after all). Say hi.”