The Theory of Launch


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Presentation deck from 'Theory of Launch' workshop hosted at Central Working on 12th October for technology based start ups.

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The Theory of Launch

  1. 1. Central Working Workshop<br />Gather and Throw<br />12th October 2011<br />
  2. 2. Who are we?<br />Charlotte Hogg: Marketing expert, Tech entrepreneur, prolific networker (a stalker to some).<br />The G&T Team: Entrepreneurial, passionate, knowledgeable. Experts in design, development, social media & mobile.<br />
  3. 3. What do we do?<br />Love & Understand Start Ups<br />Passionate & Knowledgeable about Tech<br />Plan, Plan, Plan<br />Build Relationships<br />Design and Develop great campaigns<br />Focus on business growth<br />
  4. 4. Who else have we worked with?<br />
  5. 5. What’s the point?<br />Focus<br />Intelligence<br />Growth<br />Expertise<br />Speed<br />ROI<br />
  6. 6. Traditional Launch<br />
  7. 7. G&T Launch<br />5. BRAND MARKETING<br />7. PHEW!<br />3. KEY INFLUENCERS<br />6. EXIT<br />4. BENEFIT MARKETING<br />1. PRE-LAUNCH THINKING<br />2. EARLY ADOPTERS<br />
  8. 8. Intro to Case Study<br />
  9. 9. 1. Creating Brand Equity<br />
  10. 10. The Industry<br />Your Industry is the foundation of your business and will determine your consumer demands and expectations.<br />©Gather and Throw 2011<br />Confidential<br />10<br />
  11. 11. The Industry<br />What is affecting your industry?<br />What is causing change?<br />What is the rate & direction of change?<br />Who are the key influencers?<br />Where do you sit?<br />
  12. 12. Money<br />It is the perception of value that will encourage your consumers to spend. It is your use of money that will determine your CPA & ROI<br />©Gather and Throw 2011<br />Confidential<br />12<br />
  13. 13. Money<br />What are people spending money on?<br />What are people expecting for this spend?<br />What is value associated with?<br />How will this impact your Consumer Value and CPA?<br />
  14. 14. Features, Advantages & Benefits<br />Tech Heads love new features. Consumers, however, love benefits.<br />©Gather and Throw 2011<br />Confidential<br />14<br />
  15. 15. Features, Advantages, Benefits<br />What will your features mean to your users?<br />How will they help, engage or impact upon your users?<br />How clear are your benefits and how easy are they to access?<br />How would others describe the value in your product?<br />Do your consumers recognise the value in your products?<br />
  16. 16. Competitors<br />Keep your friends close and your enemies closer. Only the paranoid will survive. <br />©Gather and Throw 2011<br />Confidential<br />16<br />
  17. 17. Competitors<br />Who are they (all of them)?<br />How do they make their users feel?<br />How loyal are their consumers?<br />What are the doing right?<br />What are you able to improve on?<br />
  18. 18. Unique Selling Point<br />We all need something to hang our hat on.<br />©Gather and Throw 2011<br />Confidential<br />18<br />
  19. 19. Unique Selling Points<br />Are you the only business that can solve a specific problem?<br />Do you have an unusual/inspiring brand story?<br />Are your team experts/influential/particularly attractive?<br />How is important to customer service to your business?<br />
  20. 20. Reasons for Buying<br />Don’t expect your consumers to connect the dots. <br />©Gather and Throw 2011<br />Confidential<br />20<br />
  21. 21. Reasons for Buying<br />What do your benefits mean to your users?<br />How will it effect their day?<br />How will it make them feel?<br />What pain are you easing?<br />
  22. 22. Buyer Types<br />Birds of a feather flock together – it is unlikely they will flock towards you on their own accord.<br />©Gather and Throw 2011<br />Confidential<br />22<br />
  23. 23. Buyer Types<br />Who are they?<br />What differentiations are there?<br />How influential are they?<br />How quickly will they make buying decisions?<br />How do their problems differ?<br />
  24. 24. Objections<br />The most self aware people are often the most charming. Make sure your consumers connect the dots in the right way. <br />©Gather and Throw 2011<br />Confidential<br />24<br />
  25. 25. Objections<br />How familiar is your product?<br />How problematic are your problems?<br />How tangible is your value offering?<br />How engaging is your brand?<br />
  26. 26. Market Strategy<br />Align your marketing activity to your current core business focus. <br />©Gather and Throw 2011<br />Confidential<br />26<br />
  27. 27. Market Strategy<br />What resources do you have?<br />What are your biggest business pressures?<br />How much time do you have?<br />What is your exit strategy?<br />
  28. 28. 2. Growth Execution<br />
  29. 29. 1. Pre-Launch<br />2. Early stage adopters<br />3. Key influencers<br />4. Market leaders<br />5. Benefit mass market<br />6. Brand mass market<br />The Strategy<br />
  30. 30. Pre Launch Thinking<br />Exit Strategy & Acquisition target<br />Core Focus<br />Brand Hook & Identity<br />User Conversion<br />Market Partners<br />Social Sharing<br />Acceleration <br />
  31. 31. Early Stage Adopters<br />Focus groups<br />Social Insights<br />Usability testing <br />Target Market conversion<br />Brand adoption testing <br />Marketing assumption testing<br />
  32. 32. Key Influencers<br />Tailored Approach<br />Strong relationships<br />Engage in vision, growth, journey<br />Incentivise<br />
  33. 33. Market Leaders <br />Partnerships<br />Value Add<br />Add Brand Equity<br />Reach Target Audience<br />
  34. 34. Benefit Mass Market<br />Engagement<br />Benefit led Social Channels<br />Story telling characters<br />
  35. 35. “G & T have proved their value at every stage of our relationship. I urge every business to at least speak with them before approaching and using another agency – it will probably be the best conversations you ever have.” <br />Benefit Mass Market<br />Benefit Mass Market<br />
  36. 36. Brand Mass Market<br />Traditional Channels<br />Simple Marketing Messages<br />Enhanced Creativity<br />
  37. 37. Brand Mass Market<br />
  38. 38. What we can do for you<br />“G & T have proved their value at every stage of our relationship. I urge every business to at least speak with them before approaching and using another agency – it will probably be the best conversation you ever have.” <br />
  39. 39. Where you can find us<br />Contact:<br /><br />07703 689 639<br />`<br />@TheoryofLaunch<br />