GROWTH HACKING FOR GROWNUPS

P r e s e n t e d b y M a t h i a s W e s t p h a l

@ S w e d i s h G r o w t h H a c k e r s M e e t u p o n t h e 3 0 t h o f M a y 2 0 1 6

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1990 2000 2015

Grownup GrownupStartup

MY PROFESSIONAL JOURNEY

PERNOD RICARD

Founded in 1975. 19 000 employees 6 Brand Companies. 80 Market Companies.

2nd largest spirits company in the world.

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Acquired by Pernod Ricard 2008. 500 employees. HQ in Stockholm.

Responsible for the global brand management of vodkas an rum.

THE ABSOLUT COMPANY

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BRIEF FROM THE CEO

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PAUL DUFFY CEO

Flexible

More

Data-driven

Learning organisationInnovate beyond spirits

Think new business models

Digital transformation

Customer-driven

Collaboration

Faster

HOW DO YOU TRANSFORM?

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SATELLITE VIRUS CELL

ORGANISING MODELS FOR TRANSFORMATION

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FORM A NEW TEAM…

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…WITH EXISTING PEOPLE

Digital Developers

Innovation Project Leaders

Consumer Insights Managers

Digital Project Leaders

NEED FOR A NEW OPERATING SYSTEM

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IT’S ALL ABOUT CULTURE,

PROCESSES AND TOOLS

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BUILD AN AGILE CULTURE

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TASK #1

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CHANGE HURTS

What’s the purpose of the team?

What type of team we want to be?

How do we want to operate?

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A TEAM DESIGNED TO ACCELERATE BUSINESS GROWTH

BY SOLVING EXISTING CHALLENGES AND UNLOCKING

NEW OPPORTUNITIES.

TEAM MISSION

GROWTH ACCELERATOR

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TEAM VISION

FOUR TEAM PRINCIPALS

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CUSTOMER-CENTRIC DATA-DRIVEN

SPEED COLLABORATE

• Develop products and marketing that truly solves problems and creates real value.

• The answers lie with your customers, not within the walls of your office. Listen, don’t talk. Learn, don’t sell. Understand, don’t pitch. Be curious, not rigid.

• In-depth understanding and empathy across the organization.

CUSTOMER-CENTRIC

• Testing and data over opinions and conventions.

• Develop business relevant analytics.

• Apply A/B-testing to product and marketing development.

DATA-DRIVEN

• Rapid iterations over Big-Bang

• Responding to change over following a plan

• Numerous small experiments over a few large bets

• Plan for speed - challenging timelines

SPEED

• Collaboration over silos and hierarchy

• Interdisciplinary and cross functional teams

• Make time to help colleagues

• Share openly and proactively

• External outlook for new capabilities - do not try to do everything in-house

COLLABORATE

ENEMIES WITHIN

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BOSSES

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TITLES

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NOT ASKING FOR HELP

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NEW PROCESSES AND TOOLS

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TASK #2

STEERING COMMITTEES

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Identify & validate

1. IDEA 2. CONCEPT 3.PROTOTYPE 4. LAUNCH

Develop a Minimum Viable Product (MVP)

Experiment; test, learn and improve

Invest

SIMPLE FRAMEWORK FOR PROJECTS

8-12 weeks

MONDAY STAND-UP MEETING

30 minutes to review project deliveries

What did I deliver last week

What will I deliver this week

Any roadblocks

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QUARTERLY SIT DOWN WITH SENIOR MANAGEMENT

• Share progress for key projects

• Get input, not instructive

• Adress resistance and remove barriers

• Provide overall direction

• Resource prioritization

BUDGET CYCLES

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INVESTMENTS LINKED TO PROGRESS - NOT FIXED TO BUDGET CYCLES

Budget Release

Progress

Idea Concept Prototyp Release

GROWTH HACKING

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INSIGHTS & CREATIVE THINKING

A STRUCTURED PROCESS+

BREAK DOWN THE LARGER

GOALAll Work United

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5 TEAMS

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2 WEEKS SPRINTS

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A NEW VODKA FOR WOMEN MADE BY WOMEN

IN-STORE TASTINGS

10 iterations increased conversion rate by 50%

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AGE VERIFICATION

30 design iterations resulted in a significant reduction in drop-off rate.

Reduced bounce rate with 50%.

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A

B

SUMMARY

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MANAGE COMPLEX CHANGE

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Confusion AnxietyResistance Frustration

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VISION SKILL MOTIVATION RESOURCE PLAN CHANGE=++++

VISION SKILL MOTIVATION RESOURCE PLAN CONFUSION=++++

VISION SKILL MOTIVATION RESOURCE PLAN ANXIETY=++++

VISION SKILL INCENTIVE RESOURCE PLAN RESISTIANCE=++++

VISION SKILL MOTIVATION RESOURCE PLAN FRUSTRATION=++++

VISION SKILL MOTIVATION RESOURCE PLAN FALSE START=++++

Adapted from Knoster, T.

1. Increased speed to market with 400%

2. Development cost was reduced by 90%

3. Significantly more motivated staff

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WHAT WE ACHIEVE

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Mathias Westphal

Mathias has extensive of international consumer goods experience in brand management, business innovation and digital transformation. A history of developing leading global brands such as Absolut, as well as developing new brands and startup companies.

Most recently as Global VP of Growth at The Absolut Company, an innovation and business development team responsible for developing new revenue stream from existing brands and create all new brands, and for driving digital transformation. Prior to that Mathias has been the global head of marketing for Absolut, Malibu and Kahlúa.

In 2016, Mathias founded All Work United, a network of experts dedicated to help clients with digital business transformation, focusing on innovation and marketing.

MEET THE PRESENTER

ALL WORK UNITEDWe help grownup companies with digital transformation and innovation, and startups to scale and grow their business . We also help grownups and startup to connect.

We share experience and learnings via talks, coaching, workshops and training.

We can help with:

• Build agile culture | become faster and more flexible

• Brand and innovation strategy | provide purpose and direction

• Business modeling | better create and capture value

• Design thinking | from product to experience

• Rapid prototyping | develop minimum viable product

• Growth hacking | test, measure and learn

• Content and tribes marketing | connect through a shared interest

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E n a b l i n g B u s i n e s s I n n o v a t i o n

M a t h i a s W e s t p h a l

+ 4 6 7 0 4 7 8 0 0 2 7 mathias@allworkunited.com

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