Strategy for a Digital World by Louisa Heinrich
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Transcript of Strategy for a Digital World by Louisa Heinrich
Strategy for a Digital WorldLouisa Heinrich
@customdeluxe
Hyper Island
March 2015
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Prologue
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digital?
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strategy?
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Strategy = framework What, Why, How
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1. What’s the point?
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2. Find your focus.
7http://zoomwalls.com/telescope-city-evening-photo-focus-silver-metal-fence-hd-wallpaper/
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Magnificent. Failures.
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Let’s take a look.
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“An app that tracks the distance you walk”
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“An app that tracks the distance you walk”
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“An app that tracks the distance you walk”
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“An app that tracks the distance you walk”
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3. Be yourself.
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What’s wrong with this picture?
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DIESEL
(we help you) BE STUPID.
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DIESEL
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GOALS •To help you live better
(have more fun)
•To help you remember
what you’ve done
•To enable you to share
(with your mates, with the
world)
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DIESEL
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GOALS •To help you live better
(have more fun)
•To help you remember
what you’ve done
•To enable you to share
(with your mates, with the
world)
METHODS •By monitoring your phone’s
location
•By taking in data from
twitter/Instagram/
FourSquare
•By pulling travel data from
TripIt
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DIESEL
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GOALS •To help you live better
(have more fun)
•To help you remember
what you’ve done
•To enable you to share
(with your mates, with the
world)
METHODS •By monitoring your phone’s
location
•By taking in data from
twitter/Instagram/
FourSquare
•By pulling travel data from
TripIt
A mobile service that helps you keep track of your STUPID
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Healthcare provider
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Healthcare Provider
To help our customers live better, healthier lives by providing them with the products (and guidance) they need along the way
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Healthcare provider
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GOALS •To help you live better (be
healthier)
•To help you remember
•To enable you to share
(with your doctor)
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Healthcare provider
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GOALS •To help you live better (be
healthier)
•To help you remember
•To enable you to share
(with your doctor)
METHODS •By monitoring your phone’s
location
•By taking in data from your
wearables & scale
•By monitoring your food
orders on GrubHub
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Healthcare provider
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GOALS •To help you live better (be
healthier)
•To help you remember
•To enable you to share
(with your doctor)
METHODS •By monitoring your phone’s
location
•By taking in data from your
wearables & scale
•By monitoring your food
orders on GrubHub
A mobile service that helps you keep track of your lifestyle
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Q&A so far?
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Q: Where do you have permission to play?
Q: What are your focal points?
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Q. What’s your point?
Start making your strategic framework.
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Your point (what does your business do? Why
does it do it? What are its primary
methods?)
(Human-centred) Focal Points
(What problems do your customers/
audience have? What can you help
them with? Where do you have
‘permission to play’?)
Strategic Direction (This should unite or connect the two columns above)
Supporting Pillar
e.g. Digital Comms &
Campaigns (Focus on areas
that deliver on the
top-line strategy)
Supporting Pillar
e.g. Connected Environments (Focus on areas
that deliver on the
top-line strategy)
Supporting Pillar
e.g. Mobile services
(Focus on areas
that deliver on the
top-line strategy)
Supporting Pillar
e.g. Co-created Experiences
(Focus on areas
that deliver on the
top-line strategy)
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4. Why is as important as what. (Why tells you How) 32
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Observation is your friend.
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Every product or service will show you its successor... if you’re paying attention.
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Commercial indicators of why
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Active User Base Retention Churn
Revenue Per Subscriber Searches Per User Transactions Per User
Bookmarked results re-used Results Shared Ratio of transactions
to queryBookmarked results
Services Revenue from Local Search
Average Revenue per Transaction
Average Revenue per Search
Social Media Mentions Net Promoter Score Media Engagement
Subscribers Engagement Quality Revenue Buzz
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Q: What are your indicators of why?
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5. Goto 1
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Thank you. @customdeluxe
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