Responsive Strategy    Tech Start-up School 2011     David Maher Roberts, CEO, The Filter       @davidpmr / dmr@thefilter.com
HEALTH WARNING   The content of this presentation does not constitute a definitive   guide to business strategy and strate...
The aim tonight‣ Purpose of business strategy‣ Ideas on how to develop one‣ When to change / stick
What is business strategy ?
“What’s the use of running if you  are not on the right road.”                           German proverb
Answers key questions ‣ What do we do? ‣ For whom do we do it? ‣ How do we excel?
A strategic planCombines end goals, roadmap &   what you need to deliver
Planning methods‣ See - what is todays situation?‣ Think - define goals/objectives‣ Draw - map a route to achieving the goa...
Defining & Communicating1. Name & tagline       6. Competition2. Vision & Mission     7. SWOT Analysis3. Market & Problem  ...
“In strategy it is important to seedistant things as if they were close  and to take a distanced view of            close ...
A strategy must be...• Sharply defined and built around a clear value  proposition• Clearly communicated• Well understood b...
So, once that’s done,everything is great, right?
Hidden flaws to watch out for• Over confidence• Mental accounting• Status quo bias• Anchoring• The sunk cost effect• Herding...
Reviewing your strategy
“However beautiful the strategy,you should occasionally look at         the results.”                        Sir Winston C...
Strategy mistakes areharder to admit than execution mistakes
The average of twostrategies is usually not       a strategy
Reviewing strategy• Deep knowledge of market and trends• Review results & external factors• Question and test your strateg...
Reasons to change Does your product/service better suit an adjacent industry/sector?1. Is your product more of a feature?2...
Example 1: Canals
Example 2: Future
Example 3: Major Labels
Example 4: Nokia
Example 5: The Filter    “ The Filter is a life jockey, offering people freedom from thetyranny of choice. It is a smart o...
Thank you for listeningAny questions or comments?
TSS 2011 David Maher Roberts Responsive Strategy Bath 1 Dec 2011
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TSS 2011 David Maher Roberts Responsive Strategy Bath 1 Dec 2011

  1. 1. Responsive Strategy Tech Start-up School 2011 David Maher Roberts, CEO, The Filter @davidpmr / dmr@thefilter.com
  2. 2. HEALTH WARNING The content of this presentation does not constitute a definitive guide to business strategy and strategic planning. I am not an expert in strategy orstrategic planning. I am not an academic.You have been warned. :)
  3. 3. The aim tonight‣ Purpose of business strategy‣ Ideas on how to develop one‣ When to change / stick
  4. 4. What is business strategy ?
  5. 5. “What’s the use of running if you are not on the right road.” German proverb
  6. 6. Answers key questions ‣ What do we do? ‣ For whom do we do it? ‣ How do we excel?
  7. 7. A strategic planCombines end goals, roadmap & what you need to deliver
  8. 8. Planning methods‣ See - what is todays situation?‣ Think - define goals/objectives‣ Draw - map a route to achieving the goals/objectives
  9. 9. Defining & Communicating1. Name & tagline 6. Competition2. Vision & Mission 7. SWOT Analysis3. Market & Problem 8. Business objectives4. Product / Solution 9. Marketing Strategy5. Value proposition 10. Review milestones
  10. 10. “In strategy it is important to seedistant things as if they were close and to take a distanced view of close things” Miyamoto Musashi
  11. 11. A strategy must be...• Sharply defined and built around a clear value proposition• Clearly communicated• Well understood by all: Customers, Employees, Partners, Investors• Frequently reviewed• Easy to fine tune based on external factors e.g. new technology, social trend, regulation, competition, etc...
  12. 12. So, once that’s done,everything is great, right?
  13. 13. Hidden flaws to watch out for• Over confidence• Mental accounting• Status quo bias• Anchoring• The sunk cost effect• Herding instinct• Incorrect estimate of future hedonic states• False consensus
  14. 14. Reviewing your strategy
  15. 15. “However beautiful the strategy,you should occasionally look at the results.” Sir Winston Churchill
  16. 16. Strategy mistakes areharder to admit than execution mistakes
  17. 17. The average of twostrategies is usually not a strategy
  18. 18. Reviewing strategy• Deep knowledge of market and trends• Review results & external factors• Question and test your strategy• Seek regular advice (Advisory Board / Non Execs / Experts)• Develop plays to further test strategy• Be prepared to change strategy fast
  19. 19. Reasons to change Does your product/service better suit an adjacent industry/sector?1. Is your product more of a feature?2. The market opportunity is not that big3. Competition has matched your product/service and got better traction4. A killer new trend that propels your product/service5. Core mission can be same, but go to market may need to be changed
  20. 20. Example 1: Canals
  21. 21. Example 2: Future
  22. 22. Example 3: Major Labels
  23. 23. Example 4: Nokia
  24. 24. Example 5: The Filter “ The Filter is a life jockey, offering people freedom from thetyranny of choice. It is a smart online companion that transforms the user experience because it understands and caters to the user’s tastes and moods” Peter Gabriel
  25. 25. Thank you for listeningAny questions or comments?

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