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How To Think About And Organize For Launch

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Jeff Wordham, partner at Doblin/Monitor Innovation, gave this presentation at Brandworks: How To Think About and Organize for Launch. Outlining smart principles for those thinking about the launch process (and ways to improve it,) the presentation includes persuasive examples from companies including Procter & Gamble, Hyundai and, yes, Apple.

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How To Think About And Organize For Launch

  1. 1. New lessons for launchAnd their implications for enhancing thelaunch capability inside your companyDoblin is a member of Monitor Group© 2012 Monitor Company Group LPConfidential and not for distribution
  2. 2. 96%of all new products/services fail www.flickr.com/photos/cafemama
  3. 3. www.allthingsd.com/20120112/iphone4s_launch_china
  4. 4. New Principles For Effective LaunchesReframe the market based on deepcustomer insightDiagnose unmet needs and how yourcustomers perceive value intuitivelyRethink the boundary between R&Dand launchUse launch to learn, foster trial and reducefriction, and build toward platforms
  5. 5. Reframe the market based on deepcustomer insight…
  6. 6. 1998 2012
  7. 7. Reframing how customers’ perceive your brand
  8. 8. The context for Hyundai in 2008…
  9. 9. Fight back by tuning into customers emotional state
  10. 10. 300 250 250 200 200 150 150 100 100 50 50APR‘11 MAY JUN JUL AUG SEP OCT NOV DEC JAN‘12 FEB MAR
  11. 11. Principle 1Begin With Deep Customer UnderstandingDiagnose how customers perceive value –both rationally and intuitivelyRelate to customers’ personal narrativeMinimize customer uncertaintyOver-communicate, especially whensomething will be different
  12. 12. Rethink the boundarybetween R&D and launch…
  13. 13. The survey says… 81% 58% feel under- have a clearly prepared for what defined and happens post understood launch launch process 66% think their ability 80% to launch new feel this process products and prepares them for services lacks launch differentiation
  14. 14. “Wheels when you want them”
  15. 15. Start with a core base of users…and build from there • Initially focused on college segment— tolerant early adopters • Launched in 3 cities • Marketing budget of $1000/market/month • Iteration to refine the experience and operations
  16. 16. Start with a core base of users…and build from there• Expansion into corporate fleet management• Recent partnership with city of Boston
  17. 17. Build toward a platform from the start "An iPod, a phone, an internet mobile communicator. An iPod, a phone, an internet mobile communicator.... these are NOT three separate devices!"
  18. 18. Re-think the R&D and launch sequence
  19. 19. Re-think the R&D and launch sequence
  20. 20. Principle 2Re-think the boundary between Launch and R&DFocus launch on a minimum viable product (MVP)Gather rapid-feedback through customer trialsStart witha small group of lead usersBuild toward a platform from the start
  21. 21. The new launch model check-list…Recruit for customer insight to rewrite their narrativeUse scenarios formore than just forecastingEmpower launch teams to stray from business-as-usualStreamline decision rights to increase agilityLearn from lean startups to generate low cost learningEstablish new metrics for success to evaluate lessonslearned, not just outcomes
  22. 22. Thank YouJeff Wordhamjeff_wordham@monitor.comDoblin is a member of Monitor Group© 2012 Monitor Company Group LPConfidential and not for distribution

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