TACTICS FOR LAUNCHING without a lot of Runway
with Tracy & Tom Hazzard
Sidestep launch landmines. Plan smarter. Grow faster.
CEO Space 0316
INNOVATIVE STRATEGY + TACTICAL ACTIONS + RIGHT RESOURCES
SUCCESS BY DESIGN
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 2
FAILURE HAPPENS …when you run out of runway at 468 feet.
…when you miscalculate your target.
…when you run out of time or capital.
…when you lack the expertise.
…when unforeseen stuff happens.
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 3
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 4
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com
Big Brands FAIL too…
Spend more money. Add more runway.
5
BEEN THERE. DONE THAT. FAILED FORWARD.
24 Years as Entrepreneurs, Inventors, Product Designers & Partners
WHY US?
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 6
SUCCESS BY DESIGN “Begin with the end in mind.”
- Stephen Covey, Seven Habits of Highly Effective People
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com
Start with the destination. Start with your dream.
Start with your why.
7
OUR WHY… Saving entrepreneurs and inventors
from risking everything on flawed plans and the wrong resources. 8
RISK REDUCTION By Design Your Targeted Why + Innovative Strategy +Tactical Actions + Right Resources = ON TIME. ON TARGET. ON PROFIT.
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 9
SUCCESS BY DESIGN “A goal is a dream with a deadline.”
- Napoleon Hill, Think & Grow Rich
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com
An innovative strategy imaginatively transforms your dream why from
ideas to realization.
10
12%
28%
26%
16%
18%
Wrong Plan Lack of Capital
Wrong Market
Reasons for Launch Failure
LAUNCH FAILURE
REASONS
Wrong Team Wrong
Product
Compiled from studies at HBR, Inc & Forbes - 2015
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 11
Design Flaws = 54% of Launch Failures
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com
Right product; wrong market.
Right market; wrong product.
PROVE IT 1ST 12
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com
WRONG WAYS TO PROVE IT
YES MEN & WOMEN
13
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com
SUCCESS BY DESIGN Prove It Market & Product Research
14
PROVE IT – Right Ways
DO BOTH!
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 15
Good PROVE IT Research • Tests a reachable niche market audience
• Produces quantifiable data on Product & Market Right-Fit + Competitive Benchmark
• Establishes or refines both Minimum Viable Product Criteria (Me-Too MVP) and Maximum Valuable Product Criteria (Me-Only MVP)
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 16
PROVE IT Market Proof Even With a Short Runway Survey-Style Feedback
o Apps like Field Agent or Mobile Market Research
o Freelance researchers & moderators
Focus Groups o Quantitative & Qualitative o DIY Non-Profits & Meet-ups
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 17
PROVE IT Product Proof Even With a Short Runway
Make Some. Sell some. o Sales (and ranking) are the
best market proof
o Consignment sales
Competitive Analysis o Benchmark of details of
what is selling
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 18
SUCCESS BY DESIGN “Hope is not a plan.”
- Unknown – but repeated by Tom & Tracy daily
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com
An innovative strategy imaginatively transforms your dream why from
ideas to realization with tactical action plans.
19
Tactical Errors Cause =18% of Failures
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com
Right market, right product, wrong plan.
PLAN IT SMART! 20
Coolest Cooler: Wrong Plan!
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 21
SUCCESS BY DESIGN 7Ps to Defy Launch Failure Odds
① Prove It ② Plan It ③ Price It ④ Prototype It
⑤ Protect It
⑥ Predict It ⑦ Produce It NOW Promote It!
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 22
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 23
7P SMART PLAN – PROVE IT Right Fit Market/Product Proof
①
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 24
7P SMART PLAN – PLAN IT Tactical Action Plan + Resources
②
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 25
7P SMART PLAN – PRICE IT Market vs. Cost Basis Pricing
③
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 26
7P SMART PLAN – PROTOTYPE IT
Simulation or Functional
④
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 27
7P SMART PLAN – PROTECT IT Strengthen Position © ™ USPTO
⑤
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 28
7P SMART PLAN – PREDICT IT Forecasting Capital Needs
⑥
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 29
7P SMART PLAN – PRODUCE IT Due Diligence Manufacturing
⑦
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 30
7P SMART PLAN – NOW PROMOTE IT!
Niche Market Communication
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 31
SUCCESSFUL FAILURE By Design
3 R s to Fail Fast, Forward & Frequently
• Review what works • Revise what doesn’t
• Reject what’s wrong
Review
Revise
Reject
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 32
Right Resources
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com
Saves Money. Accelerates the Plan.
Prevent Costly Mistakes & Delays.
“An expert is someone who tells you why you can’t do something.”
- Alec Issagonis – Designer of the BMW Mini
35
MUST HAVE Right Resources
• Branding • Design/Engineering • Sourcing • CFO Advisor • Quality Assurance
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 36
ACCELERATORS!
SUCCESS BY DESIGN
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com
An innovative strategy transforms your dream why from an idea to a realization plan
with tactical actions that the right resources accelerate.
34
SUCCESS BY DESIGN Formula
Your Targeted Why
+ Innovative Strategy +Tactical Actions + Right Resources
= ON TIME. ON BUDGET. ON PROFIT.
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 33
TRACY HAZZARD Founder / CEO ² Inc. By Design Columnist ² Color & Pattern Expert ² RISD Textile Design ² [email protected]
TOM HAZZARD Founder / CDO ² 30 YRS 3D CAD Expertise ² Intentional Inventor ² RISD Industrial Design ² [email protected]
24 Years as Product Designers 35 Patents (86% commercialization)
IP & Entrepreneurship Process taught through Harvard Business Review
Forbes-featured WTFFF?! Podcast Hosts Mentors 2 Inventors
www. hazzdesign.com @HazzDesign - Social Media
37
Top Related