The Startup Code: Applying Startup Thinking to Mobile Marketing

Why do the best mobile

ideas come from here

And not in agencies?

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Mondelez partnered with startups and they are given

90 days to scale and launch into the

market.

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PepsiCo handpicks 10

startups who can pilot their

technologies to market

PepsiCo brands.

Start-ups get the opportunity to work on global Unilever

projects and be mentored by Unilever’s top marketers

Choremonster

Choremonster

Received $120,000 in

investment capital

and mentoring from

top Disney executives

http://disneyaccelerato

r.com/mentors/

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Welcome to the

new mobile economy

$18 B 600 employees

$18 B 600 employees

$ 17 B 71,800 employees

$10B 100 employees

$10B 100 employees

$15 B 62,553 employees

$ 10 B 1,000 employees

$ 10 B 1,000 employees

$3 B 16, 160 employees

How can brands

adapt to a mobile

world?

Applying Startup Thinking to

Mobile Marketing

» Create Products, Not Campaigns

» Test, Learn and Scale

» Speed

» Failure = Progress

» Risk-Taking

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Awards Creativity

Technology

Agency bias to creative flair, awards

But what keeps CEOs awake at night?

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3 Things that Matter to CEOs

Startups don’t think of mobile as just a media channel.

• marketing

• commerce/distribution

• customer service

• research

• product development

• business model

Mobile is a

Business Transformation Platform

Treat Advertisers as Venture Capitalists

1. Show them how they’ll earn from

the mobile product.

Treat Advertisers as Venture Capitalists

2. Let them co-create and co-own it

1. Show them how they’ll earn from

the mobile product.

Treat Advertisers as Venture Capitalists

3. Have a long-term plan.

What would it generate in 6 months?

12 months?

2. Let them co-create and co-own it

1. Show them how they’ll earn from

the mobile product.

Treat Advertisers as Venture Capitalists

Nike focused on the product

In 2010, Nike launched

the Nike+ app, which

even non-Nike owners

can use.

In 2006, launched a

sensor + iPod running kit

to track distance, calories

burned, and pace.

Track your activity through

out the day.

Join a community of fitness

enthusiasts. Get a fitness program

tailored for you.

Something that can be used everyday!

And it paid off

Over 7 million Nike+

community members

Revenue up 16% to

USD $24.1 B --

the highest rate in 15

years

WARNING: This process is

irreversible!

Nail it, then scale it

Build Minimum Viable Product (MVP)

Launch and get feedback

Refine

NOW Massive marketing launch

PR stunts

Additional features

LATER

Remember: this can’t be the other way

around!

Facebook started as a ‘Hot or Not’ site for

Harvard

Then Facebook added the Newsfeed

Facebook today

Ad network

Facebook Developers

Facebook Connect API

Newsfeed

1.23B monthly

active users

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Speed is Critical

“If we can reduce the time

between pivots

We can increase our odds of

success

Before we run out of money”

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“If we can reduce the time

between pivots

We can increase our odds of

success

Before we run out of money”

Why launch fast? You get to test your

ideas directly with the people who will

use the product.

Speed is Critical

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What you did in 6 months,

we can do in 24 hours

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We need to move from this...

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24 hours

To this:

Launch a “Minimum Viable Product”

(MVP) Quickly

Launch a “Minimum Viable Product”

(MVP) Quickly

How it works

Add a friend and send

him a Yo

Your friend receives a Yo

from you

Why Yo was born

Hogeg approached Arbel to request for a simple way to get in touch with

his assistant on his smartphone.

Moshe Hogeg, CEO and founder of

Tel Aviv company Mobli, Co-Founder

of Yo

Or Arbel, iOS developer

at Mobli; Co- Founder

of Yo

Now, Yo evolved into a service

Get a Yo when your favorite soccer

team scores a goal

Get a Yo when your package from

Fedex is ready

Mind-boggingly simple

valuation

$10M

8 hrs Time it took to develop Registered users

2.5 M

The “Perfect App” Doesn’t Exist

"We apologize for the great inconvenience experienced

by users, and are working around the clock to prepare

iOS 8.0.2 with a fix for the issue, and will release it as

soon as it is ready in the next few days." a

company spokesperson told The Verge.

The “Perfect App” Doesn’t Exist

Failure =

Learning Experience =

Product/Business Evolution

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Never stop developing

GRABTAXI: Over 100 iterations in a year!

Airbnb : A ‘dumb’ idea

Co-founder Brian Chesky and his other partners were rejected multiple times

by investors, who told them that their idea was

totally dumb.

Airbnb : A ‘dumb’ idea

Their idea? Convince people to rent

out their homes to complete strangers.

To fund their business, Brian and his

co-founders sold cereals (Obama O’s

and Breakfast of Change) to attendees

of the Democratic National Convention

in November 2008.

Airbnb: Pushing ahead

Active properties

200,000

10 M Guest nights booked

from 2008 to June 2012 Hotel night booked every

two seconds

1

100% Growth rate of Active

properties for the past five

months

26% Traffic from mobile

Finding success

Valuation

$2.5 B

Finding success

Why can’t marketers

think like these “crazy

ones” when it comes

to mobile?

Progress happens

because of the

crazy ones who

were willing to take

a risk and

re-invent the game.

This entrepreneurial

culture and spirit of

taking risks amongst

marketers is what

the mobile industry

needs at this point.

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