Innovation Hacking

INNOVATION HACKING��

From a Technology Startup’s Perspective

26th November 2013

ABOUT  THE  SPEAKER  

Chi Tran @buzzoids CEO |1CloudStar | AWS Consulting Partner •  Passionate about all things Digital and

Innovative •  Believes in the complete eco-system from

Startups to Enterprises •  Former Vice President and Regional Chief

Technology Officer OgilvyOne APAC, IBM, CSC, E-Technology Manager at Hutchison 3G.

Almost Six Years ago At OgilvyOne

We had an Idea

BACKGROUND  

Online Storage You can send files You can share files

You have an exclusive invite for friends to join You can store your mobile files

BACKGROUND  

We tried to sell it into clients for 2 years…

@US$X Million

We tried to sell it into clients for 2 years…

@US$X Million

What is DropBox’s valuation?

@US$8 Billion

What can Brands and Agencies learn from Tech Startups?

BACKGROUND  

INNOVATION HACKING

INTRODUCTION  

�The marketing technique that combines:�

�1. Growth Hacking�

2. Lean Startup�3. Accelerator models �

�to sell products, gain exposure and be

Innovative

INTRODUCTION  

INNOVATION HACKING

Local Incubation, Brand Innovation, Global Acceleration

Before we can understand Innovation Hacking, we must start from the

beginning and understand a few things first.

INTRODUCTION  

Growth Hacking “Is a marketing technique developed by technology startups

which uses Creativity, Analytical Thinking and Social Metrics”

Wikipedia

GROWTH  HACKING              

Important parts of “growth hacking” is that you see opportunities from API documents and

integration hooks… understanding them from a marketing perspective, from a

manipulation and growth perspective

GROWTH  HACKING              

Gartner 2013 CMO prediction:

50% of new marketing hires will have a Technical background

GROWTH  HACKING              

Airbnb crawled Craigslist to enlist them onto Airbnb in addition to integrated listings through URL hacking and screen scraping

SUCCESS  STORY            

Startup Bible – The Lean Startup “The Lean Startup method teaches you how to drive a startup-how to steer, when to turn, and when to persevere-and grow a business with maximum acceleration.”

Eric Ries

LEAN  STARTUP            

Minimum Viable Product

Customer feedback over intuition

Iterative approach vs large waterfall

Understand when to Pivot or Perish

Experimentation over elaborate planning

LEAN  STARTUP            

Created an Interactive Video First Beta registration validated customer demand (25x in one day)

Dropbox utilized these 2 approaches to great effect

In 15 months, went from 100,000 registered users to over 4,000,000

To start there was no advertising; another consideration was scaling was hard

Eventually hired SEO/SEM – Cost per Acquistion $233-$388 ($99 product)

Switched to a WOM strategy – Viral Referral program increased 2-way loyalty by 60%. 35% of all sign ups was through WOM

SUCCESS  STORY            

Who has heard of the Orchestra, a company behind a “to-do” app?

Who has heard of Mailbox the company behind the mobile first email experience for gmail?

Now acquired by Dropbox

SUCCESS  STORY            

The last piece of the puzzle

Accelerators

ACCELERATOR  MODEL          

ACCELERATOR  MODEL          

h7p://www.youtube.com/watch?hl=en-­‐GB&gl=SG&v=6ERQ7ZtseWo    

ACCELERATOR  MODEL          

What are the various examples of

Innovation Hacking?

PuSng  it  all  together  

Innovation Hacking Example: Innovation Day

“Atlassian had inspired the bank to Innovate more” Suncorp CIO, Jeff Smith keynoteat AWS Reinvent

“Ship-it-day” held quarterly

Bonfire (Jira Capture) app generating more than $1m annually created

on one of the days

Nintendo reached out for help on Innovation

SUCCESS  STORY            

https://www.gosquared.com/blog/kinesis-demo-aws-reinvent-2013

Innovation Hacking Example: AWS Kinesis – real-time data analytics

SUCCESS  STORY            

Innovation Hacking Example: PepsiCo10

“Exploring the future of Digital” Complete eco-system from Startups to Enterprise, PR, Social, Publishing Utilizing Growth Hacking, Entrepreneurs & Accelerators models to bring Innovation Instead of spending $Xm on a TV ad campaign to be “Innovative” – BE INNOVATIVE

SUCCESS  STORY            

h7p://www.youtube.com/watch?v=is_TwMWrCbk  

Innovation Hacking is already here

Cloud is a key enabler

for Innovation and agility

The Innovative corporations are are already

leveraging the techniques and those who aren’t are looking for people

to take them on that journey

WHAT  ARE  YOU  GOING  TO  DO?            

Innovation Hacking

Local Incubation

Brand Innovation

Global Acceleration

InnovaXon  Hacking          

Thank You Email: Chi@1CloudStar.com Twitter: @Buzzoids

GET  IN  TOUCH