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GROWTH HACKING
FOR GROWNUPS
Presented by Mathias Westphal
@Swedish Growth Hackers Meetup on the 30th of May 2016
All Work ...
All Work United
1990 2000 2015
Grownup GrownupStartup
MY PROFESSIONAL JOURNEY
PERNOD RICARD
Founded in 1975. 19 000 employees
6 Brand Companies. 80 Market Companies.
2nd largest spirits company in the...
All Work United
BRIEF FROM
THE CEO
All Work United
All Work United
PAUL DUFFY
CEO
Flexible
More
Data-driven
Learning organisation
Innovate beyond spirits
Think new business
...
HOW DO YOU
TRANSFORM?
All Work United
All Work United
SATELLITE VIRUS CELL
ORGANISING MODELS FOR TRANSFORMATION
All Work United
FORM A
NEW TEAM…
All Work United
…WITH EXISTING
PEOPLE
Digital
Developers
Innovation
Project Leaders
Consumer Insights
Managers
Digital
Pro...
NEED FOR A NEW
OPERATING SYSTEM
All Work United
IT’S ALL ABOUT
CULTURE,
PROCESSES
AND TOOLS
All Work United
BUILD AN
AGILE CULTURE
All Work United
TASK #1
All Work United
CHANGE HURTS
What’s the purpose of the team?
What type of team we want to be?
How do we want to operate?
All Work United
A TEAM DESIGNED TO
ACCELERATE BUSINESS GROWTH
BY SOLVING EXISTING
CHALLENGES AND UNLOCKING
NEW OPPORTUNITI...
GROWTH
ACCELERATOR
All Work United
TEAM VISION
FOUR TEAM
PRINCIPALS
All Work United
CUSTOMER-CENTRIC DATA-DRIVEN
SPEED COLLABORATE
• Develop products and marketing that truly solves problems and creates real value.
• The answers lie with your customers,...
• Testing and data over opinions and conventions.
• Develop business relevant analytics.
• Apply A/B-testing to product an...
• Rapid iterations over Big-Bang
• Responding to change over following a plan
• Numerous small experiments over a few larg...
• Collaboration over silos and hierarchy
• Interdisciplinary and cross functional teams
• Make time to help colleagues
• S...
ENEMIES
WITHIN
All Work United
BOSSES
All Work United
TITLES
All Work United
NOT ASKING
FOR HELP
All Work United
NEW
PROCESSES
AND TOOLS
All Work United
TASK #2
STEERING
COMMITTEES
All Work United
All Work United
Identify & validate
1. IDEA 2. CONCEPT 3.PROTOTYPE 4. LAUNCH
Develop a Minimum
Viable Product (MVP)
Experi...
MONDAY STAND-UP MEETING
30 minutes to review project deliveries
What did I deliver last week
What will I deliver this week...
All Work United
QUARTERLY SIT DOWN WITH SENIOR MANAGEMENT
• Share progress for key projects
• Get input, not instructive
•...
BUDGET
CYCLES
All Work United
All Work United
INVESTMENTS LINKED TO PROGRESS - NOT FIXED TO BUDGET CYCLES
Budget
Release
Progress
Idea Concept Prototyp ...
GROWTH
HACKING
All Work United
All Work United
INSIGHTS &
CREATIVE THINKING
A STRUCTURED
PROCESS+
BREAK DOWN
THE LARGER
GOAL
All Work United
All Work United
5 TEAMS
All Work United
2 WEEKS
SPRINTS
All Work United
All Work United
A NEW VODKA
FOR WOMEN MADE BY WOMEN
IN-STORE TASTINGS
10 iterations increased conversion rate by 50%
All Work United
AGE VERIFICATION
30 design iterations resulted in a significant
reduction in drop-off rate.
Reduced bounce rate with 50%.
...
SUMMARY
All Work United
MANAGE
COMPLEX
CHANGE
All Work United
All Work United
Confusion AnxietyResistance Frustration
All Work United
VISION SKILL MOTIVATION RESOURCE PLAN CHANGE=++++
VISION SKILL MOTIVATION RESOURCE PLAN CONFUSION=++++
VIS...
1. Increased speed to market with 400%
2. Development cost was reduced by 90%
3. Significantly more motivated staff
All Wo...
All Work United
Mathias Westphal
Mathias has extensive of international consumer goods experience in brand management,
bus...
ALL WORK UNITED
We help grownup companies with digital transformation and innovation, and startups to
scale and grow their...
Enabling Business Innovation
Mathias Westphal
+46 70 478 00 27
mathias@allworkunited.com
All Work United
Growth Hacking For Grownups @ Absolut
Growth Hacking For Grownups @ Absolut
Growth Hacking For Grownups @ Absolut
Growth Hacking For Grownups @ Absolut
Growth Hacking For Grownups @ Absolut
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Growth Hacking For Grownups @ Absolut

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Learn about how Absolut implemented agile culture and growth hacking from Mathias Westphal, former Global Vice President Growth at The Absolut Company.

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  • DOWNLOAD FULL BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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Growth Hacking For Grownups @ Absolut

  1. 1. GROWTH HACKING FOR GROWNUPS Presented by Mathias Westphal @Swedish Growth Hackers Meetup on the 30th of May 2016 All Work United
  2. 2. All Work United 1990 2000 2015 Grownup GrownupStartup MY PROFESSIONAL JOURNEY
  3. 3. PERNOD RICARD Founded in 1975. 19 000 employees 6 Brand Companies. 80 Market Companies. 2nd largest spirits company in the world. All Work United Acquired by Pernod Ricard 2008. 500 employees. HQ in Stockholm. Responsible for the global brand management of vodkas an rum. THE ABSOLUT COMPANY
  4. 4. All Work United
  5. 5. BRIEF FROM THE CEO All Work United
  6. 6. All Work United PAUL DUFFY CEO Flexible More Data-driven Learning organisation Innovate beyond spirits Think new business models Digital transformation Customer-driven Collaboration Faster
  7. 7. HOW DO YOU TRANSFORM? All Work United
  8. 8. All Work United SATELLITE VIRUS CELL ORGANISING MODELS FOR TRANSFORMATION
  9. 9. All Work United FORM A NEW TEAM…
  10. 10. All Work United …WITH EXISTING PEOPLE Digital Developers Innovation Project Leaders Consumer Insights Managers Digital Project Leaders
  11. 11. NEED FOR A NEW OPERATING SYSTEM All Work United
  12. 12. IT’S ALL ABOUT CULTURE, PROCESSES AND TOOLS All Work United
  13. 13. BUILD AN AGILE CULTURE All Work United TASK #1
  14. 14. All Work United CHANGE HURTS
  15. 15. What’s the purpose of the team? What type of team we want to be? How do we want to operate?
  16. 16. All Work United A TEAM DESIGNED TO ACCELERATE BUSINESS GROWTH BY SOLVING EXISTING CHALLENGES AND UNLOCKING NEW OPPORTUNITIES. TEAM MISSION
  17. 17. GROWTH ACCELERATOR All Work United TEAM VISION
  18. 18. FOUR TEAM PRINCIPALS All Work United
  19. 19. CUSTOMER-CENTRIC DATA-DRIVEN SPEED COLLABORATE
  20. 20. • Develop products and marketing that truly solves problems and creates real value. • The answers lie with your customers, not within the walls of your office. Listen, don’t talk. Learn, don’t sell. Understand, don’t pitch. Be curious, not rigid. • In-depth understanding and empathy across the organization. CUSTOMER-CENTRIC
  21. 21. • Testing and data over opinions and conventions. • Develop business relevant analytics. • Apply A/B-testing to product and marketing development. DATA-DRIVEN
  22. 22. • Rapid iterations over Big-Bang • Responding to change over following a plan • Numerous small experiments over a few large bets • Plan for speed - challenging timelines SPEED
  23. 23. • Collaboration over silos and hierarchy • Interdisciplinary and cross functional teams • Make time to help colleagues • Share openly and proactively • External outlook for new capabilities - do not try to do everything in-house COLLABORATE
  24. 24. ENEMIES WITHIN All Work United
  25. 25. BOSSES All Work United
  26. 26. TITLES All Work United
  27. 27. NOT ASKING FOR HELP All Work United
  28. 28. NEW PROCESSES AND TOOLS All Work United TASK #2
  29. 29. STEERING COMMITTEES All Work United
  30. 30. All Work United Identify & validate 1. IDEA 2. CONCEPT 3.PROTOTYPE 4. LAUNCH Develop a Minimum Viable Product (MVP) Experiment; test, learn and improve Invest SIMPLE FRAMEWORK FOR PROJECTS 8-12 weeks
  31. 31. MONDAY STAND-UP MEETING 30 minutes to review project deliveries What did I deliver last week What will I deliver this week Any roadblocks All Work United
  32. 32. All Work United QUARTERLY SIT DOWN WITH SENIOR MANAGEMENT • Share progress for key projects • Get input, not instructive • Adress resistance and remove barriers • Provide overall direction • Resource prioritization
  33. 33. BUDGET CYCLES All Work United
  34. 34. All Work United INVESTMENTS LINKED TO PROGRESS - NOT FIXED TO BUDGET CYCLES Budget Release Progress Idea Concept Prototyp Release
  35. 35. GROWTH HACKING All Work United
  36. 36. All Work United INSIGHTS & CREATIVE THINKING A STRUCTURED PROCESS+
  37. 37. BREAK DOWN THE LARGER GOAL All Work United
  38. 38. All Work United
  39. 39. 5 TEAMS All Work United
  40. 40. 2 WEEKS SPRINTS All Work United
  41. 41. All Work United A NEW VODKA FOR WOMEN MADE BY WOMEN
  42. 42. IN-STORE TASTINGS 10 iterations increased conversion rate by 50% All Work United
  43. 43. AGE VERIFICATION 30 design iterations resulted in a significant reduction in drop-off rate. Reduced bounce rate with 50%. All Work United A B
  44. 44. SUMMARY All Work United
  45. 45. MANAGE COMPLEX CHANGE All Work United
  46. 46. All Work United Confusion AnxietyResistance Frustration
  47. 47. All Work United VISION SKILL MOTIVATION RESOURCE PLAN CHANGE=++++ VISION SKILL MOTIVATION RESOURCE PLAN CONFUSION=++++ VISION SKILL MOTIVATION RESOURCE PLAN ANXIETY=++++ VISION SKILL INCENTIVE RESOURCE PLAN RESISTIANCE=++++ VISION SKILL MOTIVATION RESOURCE PLAN FRUSTRATION=++++ VISION SKILL MOTIVATION RESOURCE PLAN FALSE START=++++ Adapted from Knoster, T.
  48. 48. 1. Increased speed to market with 400% 2. Development cost was reduced by 90% 3. Significantly more motivated staff All Work United WHAT WE ACHIEVE
  49. 49. All Work United Mathias Westphal Mathias has extensive of international consumer goods experience in brand management, business innovation and digital transformation. A history of developing leading global brands such as Absolut, as well as developing new brands and startup companies. Most recently as Global VP of Growth at The Absolut Company, an innovation and business development team responsible for developing new revenue stream from existing brands and create all new brands, and for driving digital transformation. Prior to that Mathias has been the global head of marketing for Absolut, Malibu and Kahlúa. In 2016, Mathias founded All Work United, a network of experts dedicated to help clients with digital business transformation, focusing on innovation and marketing. MEET THE PRESENTER
  50. 50. ALL WORK UNITED We help grownup companies with digital transformation and innovation, and startups to scale and grow their business . We also help grownups and startup to connect. We share experience and learnings via talks, coaching, workshops and training. We can help with: • Build agile culture | become faster and more flexible • Brand and innovation strategy | provide purpose and direction • Business modeling | better create and capture value • Design thinking | from product to experience • Rapid prototyping | develop minimum viable product • Growth hacking | test, measure and learn • Content and tribes marketing | connect through a shared interest All Work United
  51. 51. Enabling Business Innovation Mathias Westphal +46 70 478 00 27 mathias@allworkunited.com All Work United

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