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Why do the best mobile ideas come from here
And not in agencies?
21
21 
Mondelez partnered with startups and they are given 90 days to scale and launch into the 
market.
6
7 
PepsiCo handpicks 10 startups who can pilot their technologies to market PepsiCo brands.
Start-ups get the opportunity to work on global Unilever projects and be mentored by Unilever’s top marketers
Choremonster
Choremonster 
Received $120,000 in investment capital and mentoring from top Disney executives 
http://disneyaccelerator.c...
21 
Welcome to the new mobile economy
$18 B 600 employees
$18 B 
600 employees 
$ 17 B 71,800 employees
$10B 100 employees
$10B 
100 employees 
$15 B 62,553 employees
$ 10 B 
1,000 employees
$ 10 B 1,000 employees 
$3 B 
16, 160 employees
How can brands adapt to a mobile world?
Applying Startup Thinking to Mobile Marketing 
»Create Products, Not Campaigns 
»Test, Learn and Scale 
»Speed 
»Failure =...
30 
Awards 
Creativity 
Technology 
Agency bias to creative flair, awards
But what keeps CEOs awake at night? 
31
3 Things that Matter to CEOs
Startups don’t think of mobile as just a media channel.
•marketing 
•commerce/distribution 
•customer service 
•research 
•product development 
•business model 
Mobile is a Busin...
Treat Advertisers as Venture Capitalists
1. Show them how they’ll earn from 
the mobile product. 
Treat Advertisers as Venture Capitalists
2. Let them co-create and co-own it 
1. Show them how they’ll earn from 
the mobile product. 
Treat Advertisers as Venture...
3. Have a long-term plan. What would it generate in 6 months? 12 months? 
2. Let them co-create and co-own it 
1. Show the...
Nike focused on the product 
In 2010, Nike launched the Nike+ app, which even non-Nike owners can use. 
In 2006, launched ...
Track your activity throughout the day. 
Join a community of fitness enthusiasts. 
Get a fitness program 
tailored for you...
And it paid off 
Over 7 million Nike+ community members 
Revenue up 16% to USD $24.1 B -- the highest rate in 15 years
WARNING: This process is irreversible!
Nail it, then scale it 
Build Minimum Viable Product (MVP) 
Launch and get feedback 
Refine 
NOW 
Massive marketing launch...
Remember: this can’t be the other way around!
Facebook started as a ‘Hot or Not’ site for Harvard
Then Facebook added the Newsfeed
Facebook today 
Ad network 
Facebook Developers 
Facebook Connect API 
Newsfeed 
1.23B monthly active users
24 
Speed is Critical 
“If we can reduce the time between pivots 
We can increase our odds of success 
Before we run out o...
24 
“If we can reduce the time between pivots 
We can increase our odds of success 
Before we run out of money” 
Why launc...
25 
What you did in 6 months, we can do in 24 hours
26 
We need to move from this...
27 
24 hours 
To this:
Launch a “Minimum Viable Product” (MVP) Quickly
Launch a “Minimum Viable Product” (MVP) Quickly
How it works 
Add a friend and send him a Yo 
Your friend receives a Yo from you
Why Yo was born 
Hogeg approached Arbel to request for a simple way to get in touch with his assistant on his smartphone. ...
Now, Yo evolved into a service
Get a Yo when your favorite soccer team scores a goal
Get a Yo when your package from Fedex is ready
Mind-boggingly simple 
valuation 
$10M 
8 hrs 
Time it took to develop 
Registered users 
2.5 M
The “Perfect App” Doesn’t Exist
"We apologize for the great inconvenience experienced by users, and are working around the clock to prepare iOS 8.0.2 with...
Failure = 
Learning Experience = 
Product/Business Evolution 
60
Never stop developing 
GRABTAXI: Over 100 iterations in a year!
Airbnb : A ‘dumb’ idea 
Co-founder Brian Chesky and his other partners were rejected multiple times by investors, who told...
Airbnb : A ‘dumb’ idea 
Their idea? Convince people to rent out their homes to complete strangers.
To fund their business, Brian and his co-founders sold cereals (Obama O’s and Breakfast of Change) to attendees of the Dem...
Active properties 
200,000 
10 M 
Guest nights booked 
from 2008 to June 2012 
Hotel night booked every two seconds 
1 
10...
Valuation 
$2.5 B 
Finding success
Why can’t marketers think like these “crazy ones” when it comes to mobile?
Progress happens because of the crazy ones who were willing to take a risk and 
re-invent the game.
This entrepreneurial culture and spirit of taking risks amongst marketers is what the mobile industry needs at this point.
74
The Startup Code: Applying Startup Thinking to Mobile Marketing
The Startup Code: Applying Startup Thinking to Mobile Marketing
The Startup Code: Applying Startup Thinking to Mobile Marketing
The Startup Code: Applying Startup Thinking to Mobile Marketing
The Startup Code: Applying Startup Thinking to Mobile Marketing
The Startup Code: Applying Startup Thinking to Mobile Marketing
The Startup Code: Applying Startup Thinking to Mobile Marketing
The Startup Code: Applying Startup Thinking to Mobile Marketing
The Startup Code: Applying Startup Thinking to Mobile Marketing
The Startup Code: Applying Startup Thinking to Mobile Marketing
The Startup Code: Applying Startup Thinking to Mobile Marketing
The Startup Code: Applying Startup Thinking to Mobile Marketing
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The Startup Code: Applying Startup Thinking to Mobile Marketing

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Our CEO Arthur Policarpio's talk for Spikes Asia 2014. In this presentation, he talks about why brands are investing in startups and what agencies can learn from them

Published in: Marketing

The Startup Code: Applying Startup Thinking to Mobile Marketing

  1. 1. Why do the best mobile ideas come from here
  2. 2. And not in agencies?
  3. 3. 21
  4. 4. 21 Mondelez partnered with startups and they are given 90 days to scale and launch into the market.
  5. 5. 6
  6. 6. 7 PepsiCo handpicks 10 startups who can pilot their technologies to market PepsiCo brands.
  7. 7. Start-ups get the opportunity to work on global Unilever projects and be mentored by Unilever’s top marketers
  8. 8. Choremonster
  9. 9. Choremonster Received $120,000 in investment capital and mentoring from top Disney executives http://disneyaccelerator.com/mentors/
  10. 10. 21 Welcome to the new mobile economy
  11. 11. $18 B 600 employees
  12. 12. $18 B 600 employees $ 17 B 71,800 employees
  13. 13. $10B 100 employees
  14. 14. $10B 100 employees $15 B 62,553 employees
  15. 15. $ 10 B 1,000 employees
  16. 16. $ 10 B 1,000 employees $3 B 16, 160 employees
  17. 17. How can brands adapt to a mobile world?
  18. 18. Applying Startup Thinking to Mobile Marketing »Create Products, Not Campaigns »Test, Learn and Scale »Speed »Failure = Progress »Risk-Taking 20
  19. 19. 30 Awards Creativity Technology Agency bias to creative flair, awards
  20. 20. But what keeps CEOs awake at night? 31
  21. 21. 3 Things that Matter to CEOs
  22. 22. Startups don’t think of mobile as just a media channel.
  23. 23. •marketing •commerce/distribution •customer service •research •product development •business model Mobile is a Business Transformation Platform
  24. 24. Treat Advertisers as Venture Capitalists
  25. 25. 1. Show them how they’ll earn from the mobile product. Treat Advertisers as Venture Capitalists
  26. 26. 2. Let them co-create and co-own it 1. Show them how they’ll earn from the mobile product. Treat Advertisers as Venture Capitalists
  27. 27. 3. Have a long-term plan. What would it generate in 6 months? 12 months? 2. Let them co-create and co-own it 1. Show them how they’ll earn from the mobile product. Treat Advertisers as Venture Capitalists
  28. 28. Nike focused on the product In 2010, Nike launched the Nike+ app, which even non-Nike owners can use. In 2006, launched a sensor + iPod running kit to track distance, calories burned, and pace.
  29. 29. Track your activity throughout the day. Join a community of fitness enthusiasts. Get a fitness program tailored for you. Something that can be used everyday!
  30. 30. And it paid off Over 7 million Nike+ community members Revenue up 16% to USD $24.1 B -- the highest rate in 15 years
  31. 31. WARNING: This process is irreversible!
  32. 32. Nail it, then scale it Build Minimum Viable Product (MVP) Launch and get feedback Refine NOW Massive marketing launch PR stunts Additional features LATER
  33. 33. Remember: this can’t be the other way around!
  34. 34. Facebook started as a ‘Hot or Not’ site for Harvard
  35. 35. Then Facebook added the Newsfeed
  36. 36. Facebook today Ad network Facebook Developers Facebook Connect API Newsfeed 1.23B monthly active users
  37. 37. 24 Speed is Critical “If we can reduce the time between pivots We can increase our odds of success Before we run out of money”
  38. 38. 24 “If we can reduce the time between pivots We can increase our odds of success Before we run out of money” Why launch fast? You get to test your ideas directly with the people who will use the product. Speed is Critical
  39. 39. 25 What you did in 6 months, we can do in 24 hours
  40. 40. 26 We need to move from this...
  41. 41. 27 24 hours To this:
  42. 42. Launch a “Minimum Viable Product” (MVP) Quickly
  43. 43. Launch a “Minimum Viable Product” (MVP) Quickly
  44. 44. How it works Add a friend and send him a Yo Your friend receives a Yo from you
  45. 45. Why Yo was born Hogeg approached Arbel to request for a simple way to get in touch with his assistant on his smartphone. Moshe Hogeg, CEO and founder of Tel Aviv company Mobli, Co-Founder of Yo Or Arbel, iOS developer at Mobli; Co- Founder of Yo
  46. 46. Now, Yo evolved into a service
  47. 47. Get a Yo when your favorite soccer team scores a goal
  48. 48. Get a Yo when your package from Fedex is ready
  49. 49. Mind-boggingly simple valuation $10M 8 hrs Time it took to develop Registered users 2.5 M
  50. 50. The “Perfect App” Doesn’t Exist
  51. 51. "We apologize for the great inconvenience experienced by users, and are working around the clock to prepare iOS 8.0.2 with a fix for the issue, and will release it as soon as it is ready in the next few days." a company spokesperson told The Verge. The “Perfect App” Doesn’t Exist
  52. 52. Failure = Learning Experience = Product/Business Evolution 60
  53. 53. Never stop developing GRABTAXI: Over 100 iterations in a year!
  54. 54. Airbnb : A ‘dumb’ idea Co-founder Brian Chesky and his other partners were rejected multiple times by investors, who told them that their idea was totally dumb.
  55. 55. Airbnb : A ‘dumb’ idea Their idea? Convince people to rent out their homes to complete strangers.
  56. 56. To fund their business, Brian and his co-founders sold cereals (Obama O’s and Breakfast of Change) to attendees of the Democratic National Convention in November 2008. Airbnb: Pushing ahead
  57. 57. Active properties 200,000 10 M Guest nights booked from 2008 to June 2012 Hotel night booked every two seconds 1 100% Growth rate of Active properties for the past five months 26% Traffic from mobile Finding success
  58. 58. Valuation $2.5 B Finding success
  59. 59. Why can’t marketers think like these “crazy ones” when it comes to mobile?
  60. 60. Progress happens because of the crazy ones who were willing to take a risk and re-invent the game.
  61. 61. This entrepreneurial culture and spirit of taking risks amongst marketers is what the mobile industry needs at this point.
  62. 62. 74

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