MIMA.ORG SEPTEMBER 2015

2

WE PRACTICE INNOVATION FOR OURSELVES

3

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

8

IT HAS BEEN A LONG ROAD TO THE MOBILE REVOLUTION

THE “READ-ONLY” WEBTHE SOCIAL WEB

9

POST-WEB

ANY MEDIA, ANY DEVICE, ANYWHERE

Web 2.0

WIKIS, BLOGS, SOCIAL

Web 1.0

BROWSER, EMAIL, IM

THE MOBILE ERA

10

THE MOBILE REVOLUTION

WEB 1.0

11

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

14

IN THE MOBILE WORLD, YOU DON’T WIN THE CONSUMER ON TECHNOLOGY.

YOU WIN ON BETTER EXPERIENCES.

THE MOBILE REVOLUTION

1515

DISRUPTION IS COMING FROM ALL SIDES, QUICKLY.

1

2

YOUR DIGITAL EXPERIENCE IS YOUR BRAND.

3

YOUR COMPETITION ISN’T WHO IT USED TO BE.

THE MOBILE REVOLUTION

4

YOUR APPROACH NEEDS TO EVOLVE.

16

DISRUPTION IS COMING FROM ALL SIDES, QUICKLY

17

YOUR COMPETITION ISN’T WHO IT USED TO BE

18

YOUR DIGITAL EXPERIENCE IS YOUR BRAND

TO WIN, YOUR APPROACH NEEDS TO

EVOLVE.

19

PRODUCTS, NOT PROJECTS

1

2

SEARCH FOR GROWTH

WHAT MARKETERS CAN LEARN

20

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.

23

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

33

MEET EXPECTATIONS OF CORE FUNCTIONALITY & PERFORMANCE

34

REMOVE FRICTION AND ANXIETY

35

SURPRISE & DELIGHT

36

ANTICIPATE THE NEXT WAVE OF PRESSURE

37

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

1

2

CONTINUAL SEARCH FOR GROWTH

WHAT MARKETERS CAN LEARN

46

STARTUPS ARE LOOKING FOR GROWTH, FIRST AND FOREMOST.

47

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

49

STARTUPS THINK THERE’S A BETTER WAY

INSIGHTS FROM REAL PEOPLE WIN

PIVOT?

RESULTS

PIVOT?

INVESTMENT

TIME

50

THEY ARE WORKING THIS WAY BECAUSE

IT’S LOWER RISK

BETTER CONSUMER INSIGHTSBETTER CREATIVE

FASTER LEARNING

SEARCHING

51

10%

90%

EXPERIMENTATION

PROVEN DRIVERS

YOU CAN EMBRACE THIS MODEL TODAY

52

10%

90%

EXPERIMENTATION

PROVEN DRIVERS

YOU CAN EMBRACE THIS MODEL TODAY

USE EXPERIMENTATION TO FIND NEW PROVEN DRIVERS

MAKE THE 90% WORK HARDER

53

GO?

DO YOU HAVE A DIGITAL PRODUCT PEOPLE LOVE?

1

2

ARE YOU MORE FOCUSED ON EFFICIENCY THAN GROWTH?

IF YOU ARE THE DIGITAL MANAGER

54

THINK ABOUT YOUR DIGITAL EXPERIENCE AS A PRODUCT

1

2

DIFFERENTIATE IS BETTER THAN EFFICIENT MARKETING

3

DEMAND THAT YOUR TEAM START EXPERIMENTING AND SEARCHING

FOR NEW GROWTH

IF YOU’RE THE CMO

55

T H A N K Y O U