What the Bakery has learnt baking brands and "start ups" together

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This was a talk I gave at KPMG's "meet the new kid". …

This was a talk I gave at KPMG's "meet the new kid".
Its about what brands and start ups / innovative tech companies have learnt working together to take technology to market

More in: Technology , Business
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  • About a year ago today I left a comfortable job to dive into my new job
  • About a year ago today I left a comfortable job to dive into my new job
  • TO UNDERSTAND WHAT WE DO NEED TO UNDERSTAND WHY WE STARTED WE SAW A HUGE GAP
  • THIS IS HOW WE TALK ABOUT OURSELVES
  • ITS REALLY WEIRD LOOKING AT BIG COMPANIES….THEIR IS A CULTURE OF HOW NOT TO ACTUALLY GET THINGS DONEUNDER EUPHEMISMS OF: “WE NEED TO GET IT RIGHT, “WE NEED TO ONBOARD SUCH AND SUCH”
  • WE LIVE IN A WORLD WHERE WE TRUST THE OPINION OF STRANGER FORM WIGAN OVER A BRAND ADVERT IN A CULTURE OF ABUNDANCE – ANYTHIGN ANYTIME – NO SUBSTITUTE FOR GREAT PRODUCTS AND SERVCIES NO GLOSS CAN COVER UP
  • 1. The early stagers are tomorrow’s second marketIf investing over 3-5 year horizons, these are the guys 45% of GDP in US made by companies that didn’t exist 20 years ago 98% of new jobs created by companies born in last 5 years b) The articles need to be right - No provision for it in articles big barrier to later adoptio2. The success of the market depends on early education
  • ALL THESE BRANDS HAVE GIVEN US PROBLEMS REFRAIN IS THE SAME….WE JUST CANT DO THIS STUFF AND THAT’S GREAT….
  • FINDING THE BEST TECH IS A BIT LIKE PANNING FOR GOLD YOU NEED TO GO THROUGH A LOT OF SLUDGE
  • BMW TECHNOLOGY – FIRST PITCH WAS ABOUT
  • THERE ARE EXCEPTIONS BUT BRANDS WANT ‘PLUG AND PLAY’ AS MUCH AS POSSIBLE
  • WERE HUMANS
  • About a year ago today I left a comfortable job to dive into my new job Ive now done both things and ive got lots of points of view

Transcript

  • 1. 1 Year In what the Bakery has learned taking new technologies to trial market for brands
  • 2. How we get tech to market for brands Why It Matters What we’ve learnt
  • 3. How we get tech to market for brands Why It Matters What we’ve learnt
  • 4. DIFFERENT WORLDS. Different languages. Different expertise.
  • 5. THE UNIQUE THING WE DO IS “FIND THE MARKET” FOR THE TECH COMPANIES
  • 6. HOW WE TAKE TECH TO TRIAL MARKET IN 8 WEEKS
  • 7. examples
  • 8. examples
  • 9. How we get tech to market for brands Why It Matters What we’ve learnt
  • 10. Software is eating the world
  • 11. Innovation is doing not talking
  • 12. Experiences > comms Thanks  to  John  V  Willshere  
  • 13. How we get tech to market for brands Why It Matters What we’ve learnt
  • 14. 1.  The appetite is huge AND GROWING
  • 15. 2. Curation Matters
  • 16. 3. BRANDS DON’T care about the technology “A  virtual  assistant  that  can  help  by  finding  the  best   answer    to  a  ques>on  be?er  than  human”  
  • 17. 4. Stage Matters
  • 18. 5. Process Matters TIMING  PLAN       Wednesday:  Source  Data  Feeds     Friday:  Start  Tes4ng       Tuesday:  Finish  Tes4ng  and  get   Client  Feedback       Thursday:  Amends       Frday:  Go  Live      
  • 19. 6. People matter as much as product
  • 20. AND ONE THING THAT DOESN’T matter: location
  • 21. WE’RE GREAT AT GETTING THINGS TO TRIAL THAT NORMALLY WOULDN’T “We  spent  6  months  planning  an  innova>on  and  got  the  plans   signed  off  at  every  level.  And  then  it  got  killed”  (O2)         We  basically  prototyped  Nike  Fuel  Band  3  years  before  Nike  and   it  got  killed”  (Phillips)  
  • 22. 1 Year In what the Bakery has learned taking new technologies to trial market for brands