Ed Relf, Laundrapp: Fail to prevail - Embracing failure and scaling disruptive business models @...

Private & Confidential. Property of Laundrapp Limited.


#edrelf #laundrapp


entrepreneur / investor / metric marketer


”embracing failure & scaling disruptive business models”


”laundrapp case study”


”and some useful insights”


a revolution in laundry & dry cleaning


that revolution is digital


dry cleaning & laundry to your door.



a remote control for your laundry

a remote control for our lives


the convergence of digital & real world services


the power to change consumer habit & behaviour


and disrupt multi-billion pound industries


a multi-billion pound industry ripe for a digital revolution



a walk down the high street…


…and a cod & chips lunch.

we’re taking war to the washing machine!



Driver app technology used by driver fleet

Supplier management, fleet management, order management platform

Cutting edge consumer app technology


”pivoted to success”


”an aggregator for the dry cleaners”

+Private & Confidential. Property of Laundrapp Limited.


Most don’t ’get’ the digital opportunity

Many outsource cleaning

Challenging logistics / supply chainDifficult to maintain quality

Lack of control over customer interaction


“delivery & logistics management”


Radically improved service levels

Additional tech requirementFleet management overhead

Reduced requirement for multiple suppliers

Improved margins


“own the supply chain”


Custom end to end tech platformHigh scalable

Full supply chain managementReal-time data analytics on every interactionReal-time customer satisfaction levels


“the laundrapp platform”


but lets be honest…we’re all learning


because everything is constantly changing…


the world’s most advanced on-demand laundry & dry cleaning

platform.


“but we still have challenges”


High cost UA, mobile first services

The increase of mobile first competition

The declining retention curvePeople are downloading fewer apps!

Cutting through the noise


App Fact 1

1,500 new apps daily


App Fact 2

2,000,000 apps available


App Fact 3

top 3 apps, 80% usage


App Fact 4

average person uses 5 apps


App Fact 5

Half of all apps downloaded by 7% of users!


App QuestionAverage number of apps downloaded

by smartphone users per month?


0


so how can we win?

I don’t know, but here’s some things i’ve learnt…



create a “Fail First” culture!top down / MVP everything / embrace failure / scale successes


iterative metric driven development processbaking marketing into product development

Wire

fram

ing

/ UI /

Spe

cPr

oduc

t De

velop

me

ntPr

e-Al

pha

Alph

a

Beta

Clos

ed

Beta

Soft

Laun

ch

/ Ope

n Be

ta

Chec

kpoin

t 1

(KPI

1)Ch

eckp

oint 2

(K

PI 2)

Chec

kpoin

t 3

(KPI

3)Ch

eckp

oint 4

(K

PI 4)

Chec

kpoin

t 5

(KPI

5)

Mark

eting

La

unch

/ Liv

e Se

rvice

Frequ

ent L

ive

Upda

tes

If you’re not embarrassed by the first version, you’re moving

too slowly– Reid Hoffman


Soft

Laun

chCh

eckp

oint 1

(K

PI 1)

Chec

kpoin

t 2

(KPI

2)Ch

eckp

oint 3

(K

PI 3)

Chec

kpoin

t 4

(KPI

4)Ch

eckp

oint 5

(K

PI 5)

Glob

al La

unch

/

Live S

ervic

e

Frequ

ent L

ive

Upda

tes


the ‘flawless’ 30 day experienceorchestrate the new customer experience


it’s not about the download or 1st orderavoid vanity metrics


its about the second order CPAcritical for quality user acquisition


get the marketing basics right!analytics / attribution platforms / marketing platforms


90% of your marketing won’t workfind the 10% that does, and scale, aggressively!

z


create adaptive marketing plansnot big upfront strategies


find 3 channels that work!refine and scale them


develop a marketing systemlead gen > 1st order > re-targeting > 2nd order = establishing habit


multi-channel is criticalbut attribution is key


cross platformto avoid the high cost of mobile UA


“constructive” feedback is a gift! public responses show great service


customer driven expansionbuilding pre-launch demand / advocates


”and a few less tangible insights”


the doorstep interactionstepping through the doorway = trust


be the customer.Private & Confidential. Property of Laundrapp Limited.

get the hell out on the front lineor get the hell out of business!


think of 3 things your competitors would hatethen do them!


there’s still room for a gut feeldon’t always be constrained by data, but always always test first!


”the results”

raised £10m+


following a successful London launch...


100+ locations across the UK


a town / city every fortnight


one item every 10 seconds!


one of the UK’s fastest growing early stage start-

ups


…with global expansion coming soon.


18 months young


You miss 100% of the shots you don’t take

– Wayne Gretzky


Ed Relf, Laundrapp: Fail to prevail - Embracing failure and scaling disruptive business models @...

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