The 5 Laws of Big Data Startup Analyst Briefings

These Big Data Laws are written for the entertainment and perhaps education of vendors who are in this market and are briefing the analyst community about their solution. I Hope it helps and makes you laugh just a little bit.

Law #1 - The heavier the marketing message the lighter the technology.

Companies that lead with buzz words and marketing blather generally are struggling to deliver on the technology front. Decide early if you want to sell a marketing message or an innovative technology that will solve enterprise challenges. Sell the value not the message and stay away from marketing slogans like - Hadoop is Free!! (My POV - Its free like a puppy.)

Law #2 - The proper answer to the question "How many customers do you have?" is a numeric value.

The improper answer is anything that doesn't start with a number. The worst answer is a long convoluted narritive on how you are serving the needs of many industry segments while focusing on premier client penetration thru value added partner channels within high opportunity niche markets...blah blah blah. If you can't or won't provide a number I already know its less than 10 and I'm nervous it might be zero. I can't recommend you to my clients if I think they might become an experiment.

Law #3 - You are not the first, you are not the only and yes...you do have competitors.

Statements like these make analysts crazy and we come away thinking that you don't really understand the competitive terrain or the market in general. Steer clear of these types of declarations and focus on how you provide value and solve real business problems. (See Law #1 for clarification)

Law #4 - Analysts already know Big Data is really, really, really big and so do your prospects.

The size of today's data is old news. I already know what a Petabyte, Zettabyte and a Yottabyte are. I know about machine data, dark data, The Internet of Things, social data and sensor data. Big Data is about opportunities, being able to do workloads we could only dream of doing years ago at a speed and economic level that now makes it practicle. Educate us on what your company does and how you do it, lets skip the part where you explain how the world produces more data daily than the contents of the Library of Congress.

Law #5 - A connector to Hive is not a comprehensive Big Data strategy.

Hive is an interesting access point to Hadoop data, the ability to pass SQL into Hive opens the door for some interesting functionality but its not a comprehensive Big Data feature set. Hive is the low hanging fruit of Hadoop interaction and was the starting point for many vendors who needed/wanted to add a Big Data marketing message to their go-to-market strategy. (See Law #1 for clarification)

Stay tuned for more Laws and updates to this post -