The Auto Trader Story Tim Marriott & Marc McNeill

@dancingmango

This morning…

Culture over process

Experimentation over certainty

Your way over The way

Our Journey to this Point : Start-up

VOLKSWAGEN GOLF 11/07/2015 1 VOLKSWAGEN GOLF 13/07/2015 1 VOLKSWAGEN GOLF 15/08/2015 1 VOLKSWAGEN GOLF 17/08/2015 3 VOLKSWAGEN GOLF 17/08/2015 2 VOLKSWAGEN GOLF 20/08/2015 2 NISSAN GT-R 22/08/2015 1 AUDI TTS 29/08/2015 1 VOLKSWAGEN GOLF 29/08/2015 2 AUDI TT RS 29/08/2015 1 AUDI S3 06/09/2015 7

AUDI A3 CABRIOLET 07/09/2015 1 VOLKSWAGEN GOLF 07/09/2015 2 AUDI TT 07/09/2015 3 AUDI S5 07/09/2015 1 VOLKSWAGEN GOLF 08/09/2015 1 AUDI A5 22/09/2015 1 VOLKSWAGEN GOLF 22/09/2015 1 VOLKSWAGEN GOLF 22/09/2015 1 VOLKSWAGEN GOLF 22/09/2015 3 VOLKSWAGEN GOLF 22/09/2015 2 AUDI A5 25/09/2015 1 AUDI S3 25/09/2015 1 AUDI A4 25/09/2015 1 AUDI A4 25/09/2015 1 ASTON MARTIN DB9 30/09/2015 1 AUDI TT 01/10/2015 2 VOLKSWAGEN GOLF 01/10/2015 5 VOLKSWAGEN GOLF 01/10/2015 4 AUDI TT 02/10/2015 3 AUDI TT 02/10/2015 3 AUDI S3 02/10/2015 8 VOLKSWAGEN GOLF 02/10/2015 6 VOLKSWAGEN GOLF 02/10/2015 4 VOLKSWAGEN GOLF 03/10/2015 21

10/10/2015 NEW GOLF GTI PERFORMANCE 2.0 TSI 230 PS 6-SPEED DS

Culture

How you act

How you behave

How you think

Process

Values

Business People Customers

How you behave Start with values

Inspirational | Determined | Reliable | Humble | Curious Be…

How you think about our business

Define your principles

Principle led

Principle led

How you think about our people Empower your people

Image source: https://flic.kr/p/9o5AEY

Product Technology

UX / design

Data & Research

Product Technology

Design

Data & research

Squad

Tribe

Source: https://flic.kr/p/qERyvj

Image credit: https://www.flickr.com/photos/kellan/5349433616

5 Projects / year

50 Releases / week

Unlock your data

Fail early Fail fast

How you think about your customers

Engage your customers

Get customers into the building. Get our people out of the building.

How you think about process

Now get really lean

Light fires, see what happens

https://www.flickr.com/photos/32086359@N07/3001951593/

What questions do you ask?

What Insight do you have already have?

https://www.flickr.com/photos/butterflysha/135659489

What assumptions are you making?

https://www.flickr.com/photos/mimsmithfaro/4731559168/

What evidence do you have that it meets a need and the market will want it?

https://www.flickr.com/photos/hktang/4243300265/

What evidence do you have that we can build it?

https://www.flickr.com/photos/dierkschaefer/3454606933

What evidence do you have that our people can sell it and service it?

https://www.flickr.com/photos/fanofretail/8362843743

What evidence do you have that it fits our strategy?

Start with hypothesis

Source: https://www.flickr.com/photos/zionfiction/10769514063/

Start with hypothesis We believe… <this capability> Will result in… <this outcome> We will know we have succeeded when… <we see a measurable signal>

What’s the big idea?

How will you ensure that…

Something new? Improve something? Kill something?

In 140 characters, describe what it is and what you hope to achieve

Who will be affected by what we do?

It’s desirable: it’s wanted and will be used It’s feasible: there’s a plan to build & run it

How does it fit our strategy? Which strategic or operating priority does this address?

Why should Auto Trader pursue this idea? What’s the detail?

What are your riskiest assumptions? How will you measure success?

Who is responsible? Who wakes up in the morning thinking about this?

Is it…

Who is supporting? Who is supporting?

What will you measure? How? When?

It’s viable; that it fits strategically or there’s a clear path to profit

Who is supporting?

It’s sellable; we can promote & sell it, then service & support it

Who is supporting?

We believe… The ability to automatically select stock from an auction according to dealer profile Will result in… Saved dealer time & increased buying engagement We will know we have succeeded when… # engaged users Photo source: http://mediaserver.dwpub.com/press-release/29535/BCA13+28+BCA+values+up+but+marke.jpg

We believe… Providing a manual stock-picking service Will result in… Customers email their catalogs for us to pick desirable cars We will know we have succeeded when… 60% of the trial customer email in more than three catalogs

Customer Validated.

Start with hypothesis

Source: https://www.flickr.com/photos/zionfiction/10769514063/

And we are still experimenting We believe… <this capability> Will result in… <this outcome> We will know we have succeeded when… <we see a measurable signal>

3 reflections

Culture over process

Experimentation over certainty

Your way over The way