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We Are All Digital Startups Now

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WE ARE ALL
 DIGITAL STARTUPS


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WE PRACTICE INNOVATION FOR OURSELVES 3


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NOT JUST A HOBBY $13M IN PRACTICE INNOVATION FOR OURSELVES VENTURE FUNDING RAISED WE 120 JOBS CREATED 2 SUCCESSFUL EXITS 4


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WHY DO WE PAY SO MUCH ATTENTION TO DIGITAL START UPS?


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A STARTUP IS A HUMAN INSTITUTION DESIGNED TO DELIVER A NEW PRODUCT OR SERVICE UNDER CONDITIONS OF EXTREME UNCERTAINTY. 



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A STARTUP IS AN ORGANIZATION FORMED TO SEARCH FOR A REPEATABLE AND SCALABLE BUSINESS MODEL.


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BUT STARTUP LEADERS ARE FACED WITH CLASSIC MARKETING CHALLENGES, TOO


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IT HAS BEEN A LONG ROAD TO THE MOBILE REVOLUTION 9


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THETHE SOCIAL WEB “READ-ONLY” WEB THE MOBILE ERA POST-WEB ANY MEDIA, ANY DEVICE, ANYWHERE Web 2.0 WIKIS, BLOGS, SOCIAL Web 1.0 BROWSER, EMAIL, IM 10


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THE MOBILE REVOLUTION 11


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THE MOBILE REVOLUTION WEB 1.0 12 Source: http://techcrunch.com/2014/08/21/majority-of-digital-media-consumption-now-takes-place-in-mobile-apps/


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WE’RE ALL DIGITAL STARTUPS NOW


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UNCERTAINTY PRODUCT GROWTH SEARCHING
 REPEATABLE & SCALEABLE


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THE MOBILE REVOLUTION IN THE MOBILE WORLD, YOU DON’T WIN THE CONSUMER ON TECHNOLOGY. YOU WIN ON BETTER EXPERIENCES. 15


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THE MOBILE REVOLUTION 1 DISRUPTION IS COMING FROM ALL SIDES, QUICKLY. 2 YOUR DIGITAL EXPERIENCE IS YOUR BRAND. 3 YOUR COMPETITION ISN’T WHO IT USED TO BE. 4 YOUR APPROACH NEEDS TO EVOLVE. 16


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DISRUPTION IS COMING FROM ALL SIDES, QUICKLY 17


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YOUR COMPETITION ISN’T WHO IT USED TO BE 18


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YOUR DIGITAL EXPERIENCE IS YOUR BRAND 19


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TO WIN, YOUR APPROACH NEEDS TO EVOLVE. 20


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WHAT MARKETERS CAN LEARN 1 PRODUCTS, NOT PROJECTS 2 SEARCH FOR GROWTH 21


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THE MOBILE ERA HAS DRAMATICALLY CHANGED 3 OF THE 4 P’S


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THE MOBILE ERA GIVES US TO A CHANCE TO RETHINK “PRODUCT”


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YOUR DIGITAL EXPERIENCE IS A PRODUCT. 24


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IS IT POSSIBLE TO SEPARATE THE DIGITAL FROM THE DRINK?


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IS IT POSSIBLE TO SEPARATE THE EDUCATION & INSPIRATION FROM THE MIX?


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THEN NOW COFFEE SHOP DIGITAL SHOP


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A DIGITAL HISTORY OF STARBUCKS MY STARBUCKS IDEA MY STARBUCKS REWARDS DIGITAL NETWORK SQUARE PARTNERSHIP TWEET-ACOFFEE MOBILE ORDERING NYT PARTNERSHIP 2008 2009 2010 2012 2013 2015 2015


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THEN NOW RETAIL CHAIN SERVICE PROVIDER


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A DIGITAL HISTORY OF WALGREENS DIGITAL LEADERSHIP OPEN API FOR DEVELOPERS NEW RETAIL EXPERIENCE OWNED DIGITAL EXPERIENCE THIRD-PARTY DEVELOPMENT ATARI FIT + BALANCE API GLOW + RX REFILL 2010 2011 2011 2012 2013 2015 2015


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WHAT DO THE BEST PRODUCTS 32


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WHAT DO THE BEST PRODUCTS REMOVE FRICTION AND ANXIETY MEET EXPECTATIONS OF CORE FUNCTIONALITY & PERFORMANCE SURPRISE & DELIGHT ANTICIPATE THE NEXT WAVE OF PRESSURE 33


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MEET EXPECTATIONS OF CORE FUNCTIONALITY & PERFORMANCE 34


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REMOVE FRICTION AND ANXIETY 35


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SURPRISE & DELIGHT 36


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ANTICIPATE THE NEXT WAVE OF PRESSURE 37


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YOU MANAGE PROJECTS TO END. YOU MANAGE PRODUCTS TO ENDURE. 38


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HOW DO THE BEST PRODUCT TEAMS WORK?


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HOW DO THE BEST PRODUCT DETERMINE A CLEAR PURPOSE CREATE THE RIGHT STRUCTURE ESTABLISH GOALS & ACCOUNTABILITY FOLLOW AN AGREED UPON OPERATING SYSTEM TEAMS WORK?


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PURPOSE THE REASON YOUR PRODUCT EXISTS. THE WAY THE DIGITAL EXPERIENCE BRINGS THAT PURPOSE TO LIFE.


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TEAM TEAMS ARE CENTERED AROUND THE PRODUCT LIFECYCLE, NOT PROJECT TIMELINES OR MARKETING CHANNELS.


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ACCOUNTABILITY HOW WILL WE KNOW OUR CORE AUDIENCE LOVES OUR PRODUCT?


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OPERATING SYSTEM A SYSTEMATIC WAY OF WORKING.


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A SYSTEMATIC WAY OF WORKING Q1 Q2 Q3 Q4 1 YEAR PLAN VISION FOCUS FOCUS FOCUS FOCUS GOAL DRIVERS FOCUS AREAS PRODUCT TEAM BUSINESS MODEL SCALE AUDIENCE PURPOSE + BELIEF VALUE PROP DESIGN PRINCIPLES


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A SYSTEMATIC WAY OF WORKING ROADMAP PLANINNG STANDUP STANDUP STANDUP STANDUP STANDUP SPRINT PLAN STANDUP STANDUP STANDUP STANDUP STANDUP SPRINT PLAN STANDUP STANDUP STANDUP STANDUP STANDUP SPRINT PLAN Q1


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WHAT MARKETERS CAN LEARN 1 PRODUCTS, NOT PROJECTS 2 CONTINUAL SEARCH FOR GROWTH 47


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STARTUPS ARE LOOKING FOR GROWTH, FIRST AND FOREMOST. 48


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BIG CO MODEL: BET THE FARM, THEN WAIT AND SEE RESULTS FROM REAL PEOPLE INVESTMENT RESEARCH STRATEGY CREATIVE WIN/LOSE IMPLEMENTATION WAIT/ANALYSIS TIME 49 10.25.13


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STARTUPS THINK THERE’S A BETTER WAY INSIGHTS FROM 
 REAL PEOPLE WIN PIVOT? PIVOT? RESULTS INVESTMENT TIME 50


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THEY ARE WORKING THIS WAY BECAUSE SEARCHING IT’S LOWER RISK FASTER LEARNING BETTER CONSUMER INSIGHTS BETTER CREATIVE 51


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YOU CAN EMBRACE THIS MODEL TODAY EXPERIMENTATION 10% PROVEN DRIVERS 90% 52


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YOU CAN EMBRACE THIS MODEL TODAY EXPERIMENTATION USE EXPERIMENTATION TO 10% FIND NEW PROVEN DRIVERS MAKE THE 90% WORK DRIVERS PROVEN HARDER 90% 53


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GO? 54


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IF YOU ARE THE DIGITAL MANAGER 1 DO YOU HAVE A DIGITAL PRODUCT PEOPLE LOVE? 2 ARE YOU MORE FOCUSED ON EFFICIENCY THAN GROWTH? 55


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IF YOU’RE THE CMO 1 THINK ABOUT YOUR DIGITAL EXPERIENCE AS A PRODUCT 2 DIFFERENTIATE IS BETTER THAN EFFICIENT MARKETING 3 DEMAND THAT YOUR TEAM START EXPERIMENTING AND SEARCHING FOR NEW GROWTH 56


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Want to receive more insights? Lab Notes is a curated weekly publication of digital trends and insights. SIGN UP HERE 57


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T H A N K Y O U


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