Product

The product is the software platform in the making. A web application that mine and aggregate relevant data to make them more efficient in achieving their goals.

History

The seeding idea was to mine and curate employment opportunities to offer a distilled set of roles the user’s profile match best.

Early market research showed it would be a hard to sell, even for free solution. User retention would be very low turning promotion efforts into a never ending sink hole.

Plus, job seekers have one primary worry, money. But plenty of time. As said, the offering is a hard sell: Improving efficiency for people who need money is looking for the hardest road to make this project financially viable.

Talent acquisition?

Related would be to rather focus recruiters. That’s a good audience. They lack time, execute repetitive tasks and would value better efficiency.

The idea didn’t feel exciting. How can we build a great product without a thrill?

Marketers

It then appeared obvious that the marketing field is where all the action takes place. Clay.com, Zoominfo, Hubspot, and a gazillion other marketing efficiency tools have flourished and are doing a killkng.

Looked very closely at Clay as they stand as an innovative service. They promise data enrichment and discovery.

Going broad

The core technology necessary to make any of this work, regardless of the persona, can in fact be quite abstract. If we make it so.

Since we are set to be a software organisation, why not build software that solves abstract problems in the software domain of data mining, data exploration, synthetization: data enrichment.

Then map it to multiple sort of needs.

Data Enrichment

Definition

Data enrichment is the process of enhancing raw data by adding context, information, and insights to make it more useful and valuable. This involves integrating additional data from various external or internal sources to improve the depth, accuracy, and utility of the original dataset.

key components

  1. Data Collection

The process of data already available to the user and exploration then mining of data available elsewhere.

  • Internal Sources: Collecting data from within the organization dataset, such as customer records, transaction histories

These could be CRM systems, or simply CSV or even raw text dumps.

  • External Sources: Gathering data from third-party providers, public databases, social media, etc.

Typically web scraping, but also simply feeding from sources intended for such consumption.

  1. Data Integration

We could go both ways, but to avoid mine fields we will simply take data in.

  • Merging Data: Combining data from different sources to create a comprehensive dataset.

  • Data Matching: Identifying and linking related data points across different datasets, often using unique identifiers.

  1. Data Cleansing

Who likes a mess.

  • Removing Duplicates: Identifying and eliminating duplicate entries to ensure data accuracy.

  • Correcting Errors: Fixing inaccuracies, such as misspellings or incorrect values, to improve data quality.

  1. Data Transformation

Who doesn’t like comsistency

  • Standardization: Converting data into a consistent format or structure to facilitate easy analysis.

  • Normalization: Adjusting data values to a common scale, making it easier to compare and analyze.

Imagine a rich data set in german, shared with the english speaking team. Sure they can auto translate pages and pages via a free translator, but really, would they?

  1. Data Augmentation

Last but not the least, the crown of enrichment.

  • Adding and relating Contextual Information: Enhancing data with additional details, such as demographic information, geographic data, and behavioral insights.

  • Expand the search: If the user knows of a company, what about showing some of the people who work there, financials, trending news, their customer sentiment.

  • Metrics: Deriving new insights

  • etc

So now we can explore the typical use case this tech could serve.

Use cases

Some segregated use cases suitable for data enrichment.

There are commonalities across the segregation, so it is followed by the set of entities to process. Along with data points to gather for each of them.

It turns out, most would serve a wide range of persona’s needs.

not only that, one that all personas would likely also be interested in: work opportunities.

It goes full circle. Improving professionals’ efficiencies first, and maybe offer them a digest of what could be their next role.

  1. Job Seekers:

Is after job opportunities, curated matching roles, insights into companies and pay.

  • Identify job opportunities tailored to their skills and interests.

  • Improve CVs and cover letters using via suggestions.

  • Access curated open roles in specific locations.

  • Gather information about companies, including work culture, benefits, feedback, horror stories. Layoffs. And other key points.

Datasources:

  • linkedIn

  • glassdoor

  • indeed

  1. Sales and Marketers:

Marketers are close to or are sales people, on the look out for business opportunities, insights into customers and competitors, market trends.

  • Identify new leads and potential clients and likely key decision makers

  • Gather detailed information about companies, including key personnel and revenue.

  • Track market trends and competitor activities.

  • Enrich CRM data with up-to-date information.

  • Track industry news and events to identify sales opportunities.

  • Segment leads for personalized outreach.

  • Segment audiences based on enriched data for targeted campaigns.

  • Enrich existing customer base with expanded profiles to construct campaigns or just understanding individuals and groups better.

datasources

  • linkedin

  • yellow pages

  • yelp

  • industry reports and publications

  1. Researchers:

A researcher is an academic, independent , or company personel doing research.

  • Find relevant grants and funding opportunities.

  • Stay updated on current research trends and emerging topics.

  • Access and summarize research papers and publications.

  • Network with other researchers and institutions.

  • build lost of similar profiles with their blog, published papers etc

datasources

  • Academic databases (Google Scholar, PubMed)

  • Grant databases (Grants.gov, NIH RePORTER)

  • Research journals (Arxiv, pubMed, nih.gov)

  • linkedin

  1. Recruiters:

I don’t really want to get into this messy field, but passive talent mining is becoming big.

  • Source candidates by enriching profiles with detailed background information.

  • Identify passive candidates who might be a good fit for open positions.

  • Analyze industry hiring trends and salary benchmarks.

  • Enhance candidate engagement with personalized communication.

datasources

  • linkedin

  • glassdoor

  • github

  • stackoverflow

  1. Investors and Venture Capitalists:

I’m not interested in this field, and don’t understand it enough, but they are likely high paying audience.

  • Identify emerging startups and investment opportunities.

  • Gather detailed financial and market data about potential investments.

  • Monitor industry trends and competitive landscapes.

  • Track performance metrics and milestones of portfolio companies.

datasources

  • Crunchbase

  • SEC filings (EDGAR)

  • pitchBook.

  1. Journalists and Content Creators:

    • Discover trending topics and emerging stories.

    • Gather background information and data for articles.

    • Identify experts and sources for interviews.

    • Monitor social media and other platforms for real-time updates.

datasources

  • News aggregators (Google News, Feedly)

  • Social media platforms (Twitter, Reddit)

  • Press release distribution sites (PR Newswire, Business Wire)

  1. Consultants:

Likely paying audience there too. A consultant is highly paid per hour to guide other professionals. Seeking contracts, would like to find new leads and server its clients better or create campaigns.

  • Enrich client data for deeper insights and analysis.

  • Identify industry benchmarks and best practices.

  • Track regulatory changes and industry developments.

  • Provide data-driv5ooen recommendations to clients.

datasources

  • Industry reports and white papers (McKinsey, Gartner)

  • Market research databases (Statista, IBISWorld)

  1. Product Managers:

Similar to marketers but drive products specifically. They need to understand markets and trends, competitors. This use case overlaps a lot with marketers and sales

  • Gather user feedback and sentiment analysis from various sources.

  • Identify market needs and gaps through enriched data.

  • Track competitor product launches and updates.

  • Inform product development with data-driven insights.

datasources

  • Customer feedback platforms (Trustpilot, G2)

  • Social media platforms (Twitter, Reddit)

  • Competitor websites

  1. Academic Institutions:

Typically a university, engaging in research, users would either be academic staff or administration.

  • Identify funding and grant opportunities for research projects.

  • Track academic trends and emerging research areas.

  • Enrich student and faculty profiles with detailed information.

  • Facilitate collaboration with other institutions and researchers.

datasources

  • Academic databases (Google Scholar, JSTOR)

  • Grant databases (NSF, NIH)

  • University and institutional repositories

  • ResearchGate, LinkedIn

  1. E-commerce Businesses:

Owner or business developer of an e-commerce. Not Amazon or Lazada obviously.

Small to mid size e-commerce usually have personal data about their customers since they have to deliver and take payments. This could expand into far more than just a name and address.

  • Enhance customer profiles with detailed demographic and behavioral data.

  • Track competitor pricing and market trends.

  • Identify potential suppliers and partners.

  • Segment customers for personalized marketing and recommendations.

datasources For customer profile linkedin and other relevant sites , but for marketing data that may be pretty tricky yet interesting to provide trending products from:

  • X

  • Reddit.

  1. Nonprofit Organizations:

They typically look for funding. Data measure impact, more specifically back up their impact. Also on the look out for trends and opportunities for action, partership.

  • Identify potential donors and funding opportunities.

  • Enrich donor profiles with detailed information.

  • Track social and community trends relevant to their mission.

  • Monitor the impact of their initiatives with enriched data.

  • Track similar and selected set of other non profits.

  • Discover related other non profit

  1. Event Planners and Conference Organizers:

They need guest speakers to stand out, and identify leads to target for promoting their events.

  • Identify potential speakers and influencers.

  • Gather detailed profiles of attendees and participants.

  • Track industry events and trends for better planning.

datasources

  • Event listing sites (Eventbrite, Meetup)

  • LinkedIn

  • X

  • Industry publications

  1. Government Agencies: Probably know too little and would be terrible to deal with government workers as clients.

  • Gather data for policy-making and public services.

  • Monitor trends and public sentiment on various issues.

  • Track regulatory changes and their impact.

  1. Freelancers and Gig Workers:

Similar to job seeker, but seeks project opportunities, gather client feedback, and track industry rates and demand.

  • Find project opportunities and freelance gigs.

  • Gather client reviews and feedback.

  • Track industry rates and market demand.

Datasources:

  • Upwork

  • Freelancer.com

  • Glassdoor

  1. Human Resources Professionals:

Monitor employee satisfaction, benchmark compensation, and track industry HR trends. Looks for talent and evaluate competencies and relevance

  • Monitor employee satisfaction and engagement.

  • Seeks info about candidates

  • Evaluates candidates

  • Benchmark compensation packages.

  • Track industry HR practices and trends.

Datasources:

  • Glassdoor

  • Payscale

  • SHRM

  • LinkedIn

  1. Startups and Entrepreneurs:

Identify investors, gather market insights, and track startup trends, competitors.

  • Identify potential investors and funding opportunities.

  • Gather insights on market entry strategies.

  • Track startup ecosystem trends and competitors.

Datasources:

  • Crunchbase

  • AngelList

  • PitchBook

  • TechCrunch

  1. Educators and Trainers:

Identify training opportunities, gather course feedback, and track industry skill demands.

  • Identify potential training opportunities.

  • Gather feedback on courses and training programs.

  • Track industry demand for skills and competencies.

Datasources:

  • pluralsight

  • LinkedIn Learning

  • Glassdoor

  1. Legal Professionals:

Track regulatory changes, gather case law, and monitor industry legal trends.

  • Track regulatory changes and compliance requirements.

  • Gather detailed case law and legal precedents.

  • Monitor industry legal trends and litigation outcomes.

Datasources:

  • Westlaw

  • LexisNexis

  • Government regulatory websites

  • Industry legal publications


Pretty scary, but in fact there is a lot of commonality in what all these personas need. So abstract the problems and data enrich the following set of entities with data points to cover multiple use cases.

If a consultant isn’t interested in the company’s financials, I don’t see why he wouldn’t be but, he may dismiss that metric and we will stop mining for it.

A marketer doesn’t care who works at his clients organisations? Fine, metrics that don’t get looked at don’t get mined after a while, and stop showing all together.

The point is, we don’t need to care, we abstract the problems and we measure what users care about to refine the capabilities of the platform.

Entities and Data Points

1. Profile

  • Data Points:

    • Name

    • Contact Information (Email, Phone)

    • Job Title

    • Company

    • Location

    • Skills

    • Experience

    • Education

    • Publications

    • Social Media Links (LinkedIn, X, GitHub, Telegram, Reddit)

  • Use Cases:

    • Job Seekers: Improve CVs, identify colleagues, network.

    • Marketers/Sales: Identify decision-makers, enrich fed CRM people data.

    • Researchers: Network with researchers in similar fields.

    • Recruiters: Source candidates, analyze backgrounds.

    • Investors: Identify startup founders, key personnel.

    • Journalists: Find experts and source influencers.

    • Consultants: Enrich client profiles, identify industry leaders, other consultant to partner with.

    • Product Managers: Identify user feedback sources, experts in the fields, industry leaders to follow.

    • E-commerce: Segment customers. plenty more.

    • Nonprofit Organizations: Identify potential donors, partners.

    • Event Planners: Identify speakers, influencers.

2. Company

  • Data Points:

    • Name

    • Industry

    • Revenue

    • Number of Employees

    • Location

    • Key Personnel (link profiles)

    • Past Personnel (link profiles)

    • Products/Services

    • Competitor Information

    • Customer Feedback

    • Market Position

    • Recent News and posts across socials

    • Financial Data

  • Use Cases:

    • Job Seekers: Company insights, culture, benefits.

    • Marketers/Sales: Potential clients, competitors, market position.

    • Researchers: Network with institutions, find industry trends.

    • Recruiters: Analyze industry trends, identify hiring practices.

    • Investors: Detailed financial and market data.

    • Journalists: Background information for articles.

    • Consultants: Industry benchmarks, client analysis.

    • Product Managers: Competitor analysis, market needs.

    • E-commerce: Identify suppliers, competitors.

    • Nonprofit Organizations: Track similar organizations.

    • Event Planners: Identify sponsors, speakers’ companies.

3. Job Opportunity

  • Data Points:

    • Job Title

    • Company (link to Company entity)

    • Location

    • Salary Range

    • Job Description

    • Required Skills

    • Application Deadline

    • Employment Type (Full-time, Part-time, Contract)

  • Use Cases:

    • Job Seekers: Identify job opportunities, improve applications.

    • Recruiters: Source candidates, analyze job market trends.

4. Lead/Opportunity

  • Data Points:

    • Lead Name

    • Company (link to Company entity)

    • Contact Information

    • Lead Source

    • Industry

    • Potential Value

    • Stage in Sales Cycle

  • Use Cases:

    • Marketers/Sales: Identify and track new leads, segment for outreach.

    • Consultants: Find new business opportunities.

5. Research Publication

  • Data Points:

    • Title

    • Author(s) (link to Profile entity)

    • Abstract

    • Keywords

    • Publication Date

    • Source/Journal

    • Citations

    • Full Text/Link

  • Use Cases:

    • Researchers: Access and summarize research, identify trends.

    • Academic Institutions: Track emerging research areas, facilitate collaboration.

6. Funding/Grant Opportunity

  • Data Points:

    • Grant Title

    • Funding Organization

    • Amount

    • Deadline

    • Eligibility Criteria

    • Application Process

  • Use Cases:

    • Researchers: Find relevant grants, funding opportunities.

    • Academic Institutions: Identify funding for research projects.

    • Nonprofit Organizations: Find funding opportunities.

7. Market Trend/Industry Report

  • Data Points:

    • Trend Name

    • Description

    • Impact Analysis

    • Industry (link to Company entity)

    • Key Metrics

    • Report Date

  • Use Cases:

    • Marketers/Sales: Track market trends, competitor activities.

    • Investors: Monitor industry trends, competitive landscapes.

    • Consultants: Provide data-driven recommendations.

    • Product Managers: Identify market needs, gaps.

    • Journalists: Gather data for articles.

8. Event

  • Data Points:

    • Event Name

    • Date and Time

    • Location

    • Organizers (link to Profile and Company entities)

    • Speakers (link to Profile entity)

    • Attendees (link to Profile entity)

    • Agenda

  • Use Cases:

    • Event Planners: Track industry events, identify speakers.

    • Marketers/Sales: Identify networking opportunities.

    • Researchers: Network with other professionals.

    • Consultants: Find speaking opportunities, industry events.

9. Social Media Post

  • Data Points:

    • Post Content

    • Author (link to Profile entity)

    • Date

    • Platform (Twitter, Reddit, etc.)

    • Engagement Metrics (Likes, Shares, Comments)

  • Use Cases:

    • Job Seekers: Monitor company culture and updates.

    • Marketers/Sales: Track real-time trends, customer sentiment.

    • Journalists: Discover emerging stories.

    • Product Managers: Analyze user feedback and sentiment.

10. Supplied

  • Data Points:

    • Name

    • Description

    • Provider (link to Company entity)

    • Type (Product, Service)

    • Price

    • Availability

    • Ratings and Reviews

  • Use Cases:

    • Job Seekers: Identify relevant courses or tools for skill enhancement.

    • Marketers/Sales: Find productivity tools, marketing services.

    • Researchers: Discover relevant software, datasets.

    • Recruiters: Recommend tools for candidates or new hires.

    • Investors: Identify innovative products/services in the market.

    • Journalists: Explore new tools for reporting.

    • Consultants: Identify tools and services to recommend to clients.

    • Product Managers: Assess competing products.

    • E-commerce: Identify new products to sell.

    • Nonprofit Organizations: Find tools to improve efficiency.

    • Event Planners: Source event management services/products.

11. Project Opportunity

  • Data Points:

    • Project Title

    • Description

    • Client

    • Budget

    • Deadline

    • Required Skills

  • Use Cases:

    • Job Seekers: may want to jump onto a project

    • Consultants: may want to jump onto a project

    • Researchers: may want to take up a project

    • Academic Institutions: Track placements, facilitate collaboration.

12. Training Program**

  • Data Points:

    • Program Title

    • Provider

    • Duration

    • Cost

    • Curriculum

    • Reviews and Ratings

  • Use Cases:

    • All may want to skill up

13. Regulation/Compliance Requirement

  • Data Points:

    • Regulation Title

    • Description

    • Jurisdiction

    • Effective Date

    • Compliance Requirements

    • Related Cases

  • Use Cases:

    • All Who doesn’t pay taxes and may be elligible to benefits

14. Client Review/Feedback

  • Data Points:

    • Reviewer (nick)name

    • Review Date

    • Rating

    • Comments (sumrized)

    • Reviewer Profile Link

  • Use Cases:

    • All this ties to companies and products, so all

15. Funding Source

  • Data Points:

    • Source Name

    • Type (e.g., Angel Investor, Venture Capital)

    • Investment Range

    • Criteria

    • Contact Information

  • Use Cases:

    • Researchers always on the look out

    • Founders often on the look out

    • Academic Institutions always on the look out

16. Skill/Competency

  • Data Points:

    • Skill Name

    • Description

    • Industry Relevance

    • Certification/Training Programs

    • Demand Trends

    • Courses (link to Courses)

  • Use Cases:

    • All this ties any worker, to skill up via courses

It is still scary, but doable. We start somewhere, and we expand.

Matrix Table

Now that we’ve described the use cases and focused on the entiries to gather, we can map the likely relevance to personas.

Entity

Data Points

Job Seekers

Marketers

Researchers

Recruiters

Investors

Journalists

Consultants

Product Managers

Academic Institutions

E-commerce Businesses

Nonprofit Organizations

Event Planners

Government Agencies

Freelancers and Gig Workers

Human Resources Professionals

Startups and Entrepreneurs

Educators and Trainers

Legal Professionals

Company

Name

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Industry

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Revenue

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Number of Employees

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Location

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Key Personnel

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Products/Services

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Competitor Information

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Customer Feedback

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Market Position

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Recent News

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Financial Data

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Job Opportunity

Job Title

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Company

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Location

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Salary Range

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Job Description

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Required Skills

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Application Deadline

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Employment Type

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Lead/Opportunity

Lead

Name

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Contact Information

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Key Decision Makers

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Research Paper

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Social Media Post

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Curriculum

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Related Cases

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Client Review/Feedback

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Client Profile Link

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Funding Source

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Contact Information

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Skill/Competency

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Industry Relevance

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