"Down the rabbit hole of Proptech" was presented at the event ProptechRiga. It provides real estate companies with the necessary resources and framing to design their digital strategy. The second part of the presentation focuses various references of content to train employees about Proptech.

1. © 2019 Advisay. All rights reserved.
DOWN THE RABBIT HOLE
OF PROPTECH

2. Proptech is
Trendy
*Data from the 18/09/2019

3. Find insights &
resources to
build a
Proptech
Strategy
Decision makers see
digital and technological
innovation as an
opportunity
Ref: KPMG Global Proptech
Survey 2018
Do not have a clear
enterprise-wide digital
and technological
innovation vision and
strategy
Ref: KPMG Global Proptech
Survey 2018
Admit lacking
knowledge and training
about the Proptech
sector
Ref: Proptech, its position and
impact on surveying from
Goreport, RICS, Teesside
university & Trident

4. Situational Analysis of the Real
Estate Industry
Develop a successful digital transformation strategy following these steps
● Industry Framing analysis
● Macro forces analysis
● Stakeholders analysis
● SWAT with pooling of all the threats & opportunities identified as well as
related strengths and weaknesses
● Strategy design to balance threats and/or boost opportunities

5. The innovation ecosystem needs
Consulting firms leverage on the market insights to construct successful strategies hand in hand with
businesses
Incubator &
Accelerators
Consulting Firms
Businesses
Angels & VCs
Startups
Strategy
Framing

6. Industry Framing Analysis
Plan Build Use Manage Invest Dispose
Residential
Commercial
Infrastructure
Determine why your customers are buying your products and/or services.

7. Your
business
Macro Trends
Industry Framing

8. The innovation ecosystem needs
Consulting firms leverage on the market insights to construct successful strategies hand in hand with
businesses
Incubator &
Accelerators
Consulting Firms
Businesses
Angels & VCs
Startups
Macro Trends

9. Macro Environment Analysis
● Economic consideration: Economic growth, interest rates & monetary
policies, government spending, taxation, exchange rate, stage of the
business cycle and consumer confidence among others
● Sociological trends: Income distribution, demographics, population growth
rates, age distribution, social mobility, lifestyle changes, career and leisure
attitudes, entrepreneurial spirit, education, hypes, health consciousness &
welfare and living conditions among others
Ref: (Ward & Rivani, 2005, p. 11)

10. Macro Environment Analysis
● Technological advancement: Government’s research spending, industry
focus in technological effort, new invention and development, rate of
technology transfer, life cycle and speed of technology obsolescence
among others.
● Legal and regulatory requirements: Discrimination law, consumer law,
antitrust law, employment law and health & safety law as well as national
and international standards, regulations, compliance requirements,
subsidies and R&D funding among others.
Ref: (Ward & Rivani, 2005, p. 11)

11. Macro Environment Analysis
● Energy and environmental issues: Energy cost, usage, trends, regulations,
climate change trends & regulations, land use regulations and population
awareness among others

12. Your
business
Macro Trends
Industry Framing

13. The innovation ecosystem needs
Consulting firms leverage on the market insights to construct successful strategies hand in hand with
businesses
Incubator &
Accelerators
Consulting Firms
Businesses
Angels & VCs
Startups
Synergies among
stakeholders

14. Buyer’s Power
● Customer base segmentation
○ B2B: Size, Growth & Needs …
○ B2C: Demographics & Psychographics ...
● Determine segment potential
Revenue Segment size Vertical integration
risk
Grade
(* to *****)
Customer
Segment 1 $$$ nb
Low/Mid/High
Arg.
*****
....

15. Macro forces impacts on Buyer
● Determine how macro trends impact on your segment
Economic
...
Sociological
...
Technological
...
Legal
...
Environmental
...
Customer
Segment 1
risk or opp. ?
+ Arg.
risk or opp. ?
+ Arg.
risk or opp. ?
+ Arg.
risk or opp. ?
+ Arg.
risk or opp. ?
+ Arg.
....

16. Supplier’s Power
● Review all your suppliers
● Determine how macro trends impact on your suppliers
Ref: (Porter M. , 2008, p. 27)
Economic
...
Sociological
...
Technological
...
Legal
...
Environmental
...
Supplier 1 risk or opp. ?
+ Arg.
risk or opp. ?
+ Arg.
risk or opp. ?
+ Arg.
risk or opp. ?
+ Arg.
risk or opp. ?
+ Arg.
....

17. Supplier’s Power
● Access the risks and opportunities related to suppliers
Market
Concentration
Supplier
importance
Switching
costs
Vertical
Integration risk
Bankruptcy
risk
Product/
Service
Supplier 1
Low/Mid/High
+ Arg.
Low/Mid/High
+ Arg.
Low/Mid/High
+ Arg.
Low/Mid/High
+ Arg.
Low/Mid/High
+ Arg.
...
Ref: (Porter M. , 2008, p. 27)

18. Complementor’s Power
● Review all complementors for your products and services
● Access the risks related to complementors
Price Performance Market
shares
Growth
potential
Bankruptcy
risk
Competition
risk (seg.
based)
Product/
Service 1 $$$
Low/Mid/High
+ Arg.
%
Low/Mid/High
+ Arg.
Low/Mid/High
+ Arg.
Low/Mid/High
+ Arg.
...

19. Competition Benchmarking
● Review all the products and services from traditional competitors & access
risks and opportunities
Market
shares
Brand
strength
Product
quality
Technological
leadership
Vertical
integration
Pricing Bankruptcy
risk
Competition risk
(seg. based)
Product/
Service 1
%
+ Arg.
Low/Mid/High
+ Arg.
Low/Mid/High
+ Arg.
Low/Mid/High
+ Arg.
Low/Mid/High
+ Arg. $$$
Low/Mid/High
+ Arg.
Low/Mid/High
+ Arg.
...

20. Substitute’s Threat
● Compare all the tech substitutes for your products and services (including Proptech)
● Access the risks and opportunities related to substitutes
Pricing Performance Market
overlap
Market
shares
Growth
potential
Bankruptcy
risk
Competitio
n risk (seg.
based)
Product/
Service 1 $$$
Low/Mid/High
+ Arg.
Yes/No %
Low/Mid/Hig
h
+ Arg.
Low/Mid/Hig
h
+ Arg.
Low/Mid/Hig
h
+ Arg.
...

21. Competitive Landscape
● Determine how macro trends impact on your competitors & substitutes
Economic
...
Sociological
...
Technological
...
Legal
...
Environmental
...
Product/
services 1
risk or opp. ?
+ Arg.
risk or opp. ?
+ Arg.
risk or opp. ?
+ Arg.
risk or opp. ?
+ Arg.
risk or opp. ?
+ Arg.
....

22. Suppliers
Buyer
Segments
Substitutes Competitors
Comple-
mentors
Your
business
Macro Trends

23. Barriers-to-entry Analysis
● Determine entry and post-entry barriers to the industry
Ref: (Porter M. , 2008, p. 81)
Customer switching costs Low/Mid/High + Arg.
Economy of scale Low/Mid/High + Arg.
Demand-side benefits of scale (Network & Brand Image) Low/Mid/High + Arg.
Capital requirements Low/Mid/High + Arg.
Supplier side Low/Mid/High + Arg.
Access to distribution channels Low/Mid/High + Arg.
Restrictive government policy Low/Mid/High + Arg.
Other (patent, alliances, ressources access, knowhow) Low/Mid/High + Arg.

24. <
Suppliers
Buyer
Segments
Comple-
mentors
Barriers
to entry
Your
business
Macro Trends
CompetitorsSubstitutes

25. SWOT Analysis
● Pool findings together & use insights to establish your strategy
● Run this analysis every quart/semester/year
Helpful Harmful
Internal origin Strengths Weaknesses
External origin Opportunities Threats

26. The innovation ecosystem needs
Consulting firms leverage on the market insights to construct successful strategies hand in hand with
businesses
Incubator &
Accelerators
Consulting Firms
Businesses
Angels & VCs
Startups
Proptech Challenges

27. ExternalizeInternalize
??

28. Scouting
Proptech Adoption Challenges (B2B)
Businesses
Startups
Angels &
VCs
Incubators &
Accelerators
PropTech
Consultants
Networking
Qualification
Knowledge
Integration

29. Knowledge & Training
Media Project/owner Example
Vlog Wouter Truffino globalproptech.online
Blogs Brendan Wallace
Anthony Slumbers
Duke Long
medium.com/@brendanfwallace
antonyslumbers.com
dukelong.com
Podcasts Duke Long
Nicole Bremner
James Dearsley
podcasts.apple.com
Forum James Dearsley community.unissu.com
News channels Various news channels propmodo.com
Infabode.com
egi.co.uk
Event listing Jonas Canton proptechevents.com

30. Knowledge & Training - LinkedIn
Social Media Group Name Content Target audience
LinkedIn Proptech and
digital
transformation in
real estate
Events
Advertising
Tech news
Startups
Influencers
RE Businesses
Investors
LinkedIn Proptech Startup
network
Tips and tricks
Advertising
Tech news
Startups only

31. Knowledge & Training - Twitter
Influencers
Venture Capital & Investors Real Estate
Consultants & Speakers
Carol Tallon - Proptech Ireland
Brendan Wallace - Fifth Wall
Aaron Block - MetaPropNY
James Dearsley - Unissu
Franco Faraudo - Propmodo
Nicole Bremner -
Nicolebremner.com
Duke Long - Dukelong.com
Dan Hughes - LiquidREI
Wouter Truffino - Global Proptech

32. Scouting, Qualification & Networking
Complexity Reach Input data/knowledge Output Data Cost Example
Screeners Mid Global Identification of tech
verticals and innovation
scope
List of Startups or
Investors
★★★★ CB Insights
…
Communities Low Global na Content, List of
Entrepreneurs,
Startups,
Influencers,
Inc. & Accel.
Investors
RE businesses
★ Unissu.com
Proptechlist.com
Global events Low Global na Early stage
Serie A startups
★★ MIPIM Proptech
Future Proptech

33. Scouting, Qualification & Networking
Complexity Reach
Input
data/knowledge
Output Data Cost
Pitch
Competition
Mid Local/Global Audience,
Expert Panel,
Event venue
Startups ★★★
Hackathon Mid Local/Global Audience,
Business case(s),
Event venue
Entrepreneurs &
Startups
★★★
Incubator &
Accelerator
High Global Audience,
Business cases &
industry partners,
Startup training,
Mentors,
Investors, offices &
other services ...
Early stage
Serie A startups
Investors
★★★★★

34. Jonas Canton
Proptech Startup Network cofounder
Proptechevents cofounder
Proptech List cofounder
jonascanton.com
in
web@jonascanton.com