Getting a TV-guide business the insights to build a B2B tool

Challenge

Some title that says something interesting

Do you have a proven track record when it comes to running experiments and strategies? Is innovation at your core and can you demonstrate expertise in leading projects as an innovation consultant or similar?

Creating an algorithm for better targeting.

TV-gids.nl is a platform to guide consumers through programs on tv. It has a clear overview of what programs are broadcasted every night at what time.

For our client Bindinc, Cosmos Collective created both a B2B and a B2C track. In this case, we are focussing on the B2B track, where Bindinc wants to find out about the viability and desirability of launching a platform for film buyers and sellers to offer them insights into the content they are buying or selling.

Bindinc wants to set up an algorithm to get content insights of a particular series or movie so you can predict the score of this content and get insight into the target audience for which it will be interesting. This will help buyers and sellers to target content and focus on what to buy or sell.

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Our validation process

Our validation track at Bindinc started with drawing up an experiment plan, as the Business model canvas and the drawing up of assumptions was already tackled internally.

An example of a desirability assumption we drew up is this one;

Assumption: Content buyers need to be aggregated content insights to buy the right content.

Hypothesis: We believe that content buyers and sellers want to pay for a tool that helps that get aggregated content insights about the content they’re buying.

Experiment: We set up ads with a focus on one USP each redirecting to the connected landing page. We set up different landing pages to test multiple USPs and afterwards, we tried to get demo appliances via our landing page. We ended with asking our subscribers and participants to fill in a survey to get in-depth information.

Approach

Some title that says something interesting

Do you have a proven track record when it comes to running experiments and strategies? Is innovation at your core and can you demonstrate expertise in leading projects as an innovation consultant or similar?

“The validation track we went through gave us the much-needed know-how on how to create insights for our platform, which in turn gave us the evidence we needed to decide on whether we’d build our solution or not”

FLORIS MELIEF- Innovation Director B2C at Bindinc

PETER JANSSENS
Sales manager at pharmabox

Outcome

Some title that says something interesting

Do you have a proven track record when it comes to running experiments and strategies? Is innovation at your core and can you demonstrate expertise in leading projects as an innovation consultant or similar?

The result

Our B2B validation track turned out great. Most of our hypotheses were validated, which helped Bindinc decide on whether to build this tool or not. We are happy to mention that they are currently building their B2B tool. 

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Yannick Khayati

Yannick Khayati

Founder & Client Lead

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