Product Innovation: Scaling a Platform Business...
Transcript of Product Innovation: Scaling a Platform Business...
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Product Innovation: Scaling a Platform Business InternationallyDanny DenhardMarch 2019
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! In 19 years JustGiving has raised $5b dollars for great causes around the "
There is almost $19 billion (yes with a B) total addressable market in donations in 2019 #
Did You Know?
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Here is JustGiving In A Nutshell
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Last year we knew we had to think
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We want to crack the American market
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We want to crack the American marketgo into
world’s biggest and most demanding
!
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Some theories that might help
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My theory
People ProductPartnerPlatform
It has to be thought in this way
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My theory
People ProductPartnerPlatform
Is our product right? Will it work in market?
Do we have the right people? And number of?
Can we be the right partner in market?Will we become the platform of choice?Or is being the second platform ok?
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Ask the right questions first
What, Why, How, When, Where
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Do you know how to collate and calculate
Total Addressable Market?
Or share of wallet
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There are two options when you are taking a business internationally (budgets, people, locations & logistics aside)
1. Go all guns blazing and go to market 2. Get to market and optimise
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Very rarely do people go all guns blazing
Why?
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!And confidence
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Very rarely do you ever get the budget you want, need or desire.
Marketing ROI Those pesky finance people will never align with us marketers.
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Remember marketing magic & budget can only work if your product is a 8/10
And the product is going to improve
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Apply the following checks:
Are we relevant? Cultural difference check Local difference check Language check Second language check
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Keep in mind, having a product that scales cross borders easily is rarer than !"
Why? Money, laws, language, culture
Products that scaled; Communications like email, social, IM & entertainment & photos / cameras
Q. Are you really a utility?
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Make everything you decide fit on one page and share to your organisation
Clear communication beats everything
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Actions for you take
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Things that rarely get talked about
Get to market
Go to market
Play in market
Win the market ⁉ You won’t be able to jump here ⁉
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Always…
Obsess about the customer not competition
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Best In
Class
Delight
Surprise
!
Expected
"
#
$
You are likely here today %
Your aim by end of 2019
Ultimate aim by end of 2020 &
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Use my adopted Framework:Keep Cure Copy Kill
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Audit your competitors and then audit your existing product
Audit Keep Cure Copy Kill
Feature a
Feature b
Feature c
Feature d
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Good Growth People Will
Take on this challenge and bring together product, design, UX, UI, analytics, marketing and data science and attack this hard
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Summary: Go Ask Yourselves
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Question Yourself On• What are we going to win with?• What are you uniquely good at?• What are you going to do 10x better than
competitors?• Would your mum recommend your product?• Would she pick up the phone to someone in
your new markets?• What’s the priceless smile / happy moment? • What is our un-scable delight we will win with?• If you don’t have a brand how are you going to
build via your product? • Then…How do we market these?
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Any Questions?
Danny Denhard
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