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MIMA.ORG SEPTEMBER 2015
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WE PRACTICE INNOVATION FOR OURSELVES
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WE PRACTICE INNOVATION FOR OURSELVES$13M IN VENTURE FUNDING RAISED 120 JOBS CREATED 2 SUCCESSFUL EXITS
NOT JUST A HOBBY
WHY DO WE PAY SO MUCH ATTENTION TO DIGITAL START UPS?
A STARTUP IS A HUMAN INSTITUTION DESIGNED TO DELIVER A NEW PRODUCT OR SERVICE UNDER CONDITIONS OF EXTREME UNCERTAINTY.
A STARTUP IS AN ORGANIZATION FORMED TO SEARCH FOR A REPEATABLE AND SCALABLE BUSINESS MODEL.
BUT STARTUP LEADERS ARE FACED WITH CLASSIC MARKETING CHALLENGES, TOO
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IT HAS BEEN A LONG ROAD TO THE MOBILE REVOLUTION
THE “READ-ONLY” WEBTHE SOCIAL WEB
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POST-WEB
ANY MEDIA, ANY DEVICE, ANYWHERE
Web 2.0
WIKIS, BLOGS, SOCIAL
Web 1.0
BROWSER, EMAIL, IM
THE MOBILE ERA
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THE MOBILE REVOLUTION
WEB 1.0
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THE MOBILE REVOLUTION
Source: http://techcrunch.com/2014/08/21/majority-of-digital-media-consumption-now-takes-place-in-mobile-apps/
WE’RE ALL DIGITAL STARTUPS NOW
UNCERTAINTY PRODUCT GROWTH
SEARCHING REPEATABLE & SCALEABLE
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IN THE MOBILE WORLD, YOU DON’T WIN THE CONSUMER ON TECHNOLOGY.
YOU WIN ON BETTER EXPERIENCES.
THE MOBILE REVOLUTION
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DISRUPTION IS COMING FROM ALL SIDES, QUICKLY.
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YOUR DIGITAL EXPERIENCE IS YOUR BRAND.
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YOUR COMPETITION ISN’T WHO IT USED TO BE.
THE MOBILE REVOLUTION
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YOUR APPROACH NEEDS TO EVOLVE.
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DISRUPTION IS COMING FROM ALL SIDES, QUICKLY
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YOUR COMPETITION ISN’T WHO IT USED TO BE
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YOUR DIGITAL EXPERIENCE IS YOUR BRAND
TO WIN, YOUR APPROACH NEEDS TO
EVOLVE.
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PRODUCTS, NOT PROJECTS
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SEARCH FOR GROWTH
WHAT MARKETERS CAN LEARN
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THE MOBILE ERA HAS DRAMATICALLY CHANGED 3 OF THE 4 P’S
THE MOBILE ERA GIVES US TO A CHANCE TO RETHINK “PRODUCT”
YOUR DIGITAL EXPERIENCE IS A
PRODUCT.
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IS IT POSSIBLE TO SEPARATE THE DIGITAL FROM THE DRINK?
IS IT POSSIBLE TO SEPARATE THE EDUCATION & INSPIRATION FROM THE MIX?
THEN
COFFEE SHOP
NOW
DIGITAL SHOP
MY STARBUCKS IDEA
DIGITAL NETWORK
MY STARBUCKS REWARDS
TWEET-A-COFFEE
SQUARE PARTNERSHIP
MOBILE ORDERING
2010 20132008 2012 2015
NYT PARTNERSHIP
20152009
A DIGITAL HISTORY OF
STARBUCKS
THEN
RETAIL CHAIN
NOW
SERVICE PROVIDER
DIGITAL LEADERSHIP
NEW RETAIL EXPERIENCE
OPEN API FOR DEVELOPERS
THIRD-PARTY DEVELOPMENT
OWNED DIGITAL EXPERIENCE
ATARI FIT + BALANCE API
2011 20132010 2012 2015
GLOW + RX REFILL
20152011
A DIGITAL HISTORY OF
WALGREENS
WHAT DOTHE BEST
PRODUCTSDO?31
WHAT DOTHE BEST
PRODUCTSDO?32
REMOVE FRICTION AND ANXIETYMEET EXPECTATIONS OF CORE FUNCTIONALITY & PERFORMANCE
SURPRISE & DELIGHTANTICIPATE THE NEXT WAVE OF PRESSURE
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MEET EXPECTATIONS OF CORE FUNCTIONALITY & PERFORMANCE
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REMOVE FRICTION AND ANXIETY
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SURPRISE & DELIGHT
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ANTICIPATE THE NEXT WAVE OF PRESSURE
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YOU MANAGE PROJECTS TO END. YOU MANAGE PRODUCTS TO ENDURE.
HOW DOTHE BESTPRODUCTTEAMSWORK?
HOW DOTHE BESTPRODUCT
DETERMINE A CLEAR PURPOSECREATE THE RIGHT STRUCTURE
ESTABLISH GOALS & ACCOUNTABILITYFOLLOW AN AGREED UPON OPERATING SYSTEM
TEAMSWORK?
THE REASON YOUR PRODUCT EXISTS. THE WAY THE DIGITAL EXPERIENCE BRINGS
THAT PURPOSE TO LIFE.
PURPOSE
TEAMTEAMS ARE CENTERED AROUND THE PRODUCT LIFECYCLE, NOT
PROJECT TIMELINES OR MARKETING CHANNELS.
ACCOUNTABILITYHOW WILL WE KNOW OUR
CORE AUDIENCE LOVES OUR PRODUCT?
OPERATING SYSTEM
A SYSTEMATIC WAY OF WORKING.
A SYSTEMATIC WAY OF WORKING
1 YEAR PLAN
GOAL DRIVERS
FOCUS AREAS PRODUCT TEAM
Q4
FOCUS
Q3
FOCUS
Q2
FOCUS
Q1
FOCUS
VISION
BUSINESS MODEL SCALE
AUDIENCE PURPOSE + BELIEF
VALUE PROP DESIGN PRINCIPLES
A SYSTEMATIC WAY OF WORKING
Q1 SPRINT PLAN
STANDUP STANDUP STANDUP STANDUP STANDUP SPRINT PLAN
STANDUP STANDUP STANDUP STANDUP STANDUP SPRINT PLAN
STANDUP STANDUP STANDUP STANDUP STANDUP ROADMAP PLANINNG
PRODUCTS, NOT PROJECTS
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CONTINUAL SEARCH FOR GROWTH
WHAT MARKETERS CAN LEARN
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STARTUPS ARE LOOKING FOR GROWTH, FIRST AND FOREMOST.
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IMPLEMENTATIONCREATIVESTRATEGY
10.25.1348
INVESTMENT
TIME
BIG CO MODEL: BET THE FARM, THEN WAIT AND SEE
RESULTS FROM REAL PEOPLE
RESEARCH
WAIT/ANALYSIS
WIN/LOSE
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STARTUPS THINK THERE’S A BETTER WAY
INSIGHTS FROM REAL PEOPLE WIN
PIVOT?
RESULTS
PIVOT?
INVESTMENT
TIME
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THEY ARE WORKING THIS WAY BECAUSE
IT’S LOWER RISK
BETTER CONSUMER INSIGHTSBETTER CREATIVE
FASTER LEARNING
SEARCHING
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10%
90%
EXPERIMENTATION
PROVEN DRIVERS
YOU CAN EMBRACE THIS MODEL TODAY
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10%
90%
EXPERIMENTATION
PROVEN DRIVERS
YOU CAN EMBRACE THIS MODEL TODAY
USE EXPERIMENTATION TO FIND NEW PROVEN DRIVERS
MAKE THE 90% WORK HARDER
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GO?
DO YOU HAVE A DIGITAL PRODUCT PEOPLE LOVE?
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ARE YOU MORE FOCUSED ON EFFICIENCY THAN GROWTH?
IF YOU ARE THE DIGITAL MANAGER
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THINK ABOUT YOUR DIGITAL EXPERIENCE AS A PRODUCT
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DIFFERENTIATE IS BETTER THAN EFFICIENT MARKETING
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DEMAND THAT YOUR TEAM START EXPERIMENTING AND SEARCHING
FOR NEW GROWTH
IF YOU’RE THE CMO
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T H A N K Y O U