1 Year In
what the Bakery
has learned taking
new technologies
to trial market for
brands
How we get tech to
market for brands
Why It Matters
What we’ve learnt
How we get tech to
market for brands
Why It Matters
What we’ve learnt
DIFFERENT WORLDS. Different languages.
Different expertise.
THE UNIQUE THING WE DO IS “FIND THE
MARKET” FOR THE TECH COMPANIES
HOW WE TAKE TECH TO TRIAL MARKET IN 8 WEEKS
examples
examples
How we get tech to
market for brands
Why It Matters
What we’ve learnt
Software is eating the world
Innovation is doing not talking
Experiences > comms

Thanks	
  to	
  John	
  V	
  Willshere	
  
How we get tech to
market for brands
Why It Matters
What we’ve learnt
1.  The appetite is huge AND
GROWING
2. Curation Matters
3. BRANDS DON’T care about the
technology

“A	
  virtual	
  assistant	
  that	
  can	
  help	
  by	
  finding	
  the	
  bes...
4. Stage Matters
5. Process Matters
TIMING	
  PLAN	
  
	
  
	
  
Wednesday:	
  Source	
  Data	
  Feeds	
  
	
  
Friday:	
  Start	
  Tes4ng	...
6. People matter as much as
product
AND ONE THING THAT DOESN’T
matter: location
WE’RE GREAT AT GETTING THINGS TO
TRIAL THAT NORMALLY WOULDN’T
“We	
  spent	
  6	
  months	
  planning	
  an	
  innova>on	
...
1 Year In
what the Bakery
has learned taking
new technologies
to trial market for
brands
What the Bakery has learnt baking brands and "start ups" together
What the Bakery has learnt baking brands and "start ups" together
What the Bakery has learnt baking brands and "start ups" together
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What the Bakery has learnt baking brands and "start ups" together

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This was a talk I gave at KPMG's "meet the new kid".
Its about what brands and start ups / innovative tech companies have learnt working together to take technology to market

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  • About a year ago today I left a comfortable job to dive into my new job
  • About a year ago today I left a comfortable job to dive into my new job
  • TO UNDERSTAND WHAT WE DO NEED TO UNDERSTAND WHY WE STARTED WE SAW A HUGE GAP
  • THIS IS HOW WE TALK ABOUT OURSELVES
  • ITS REALLY WEIRD LOOKING AT BIG COMPANIES….THEIR IS A CULTURE OF HOW NOT TO ACTUALLY GET THINGS DONEUNDER EUPHEMISMS OF: “WE NEED TO GET IT RIGHT, “WE NEED TO ONBOARD SUCH AND SUCH”
  • WE LIVE IN A WORLD WHERE WE TRUST THE OPINION OF STRANGER FORM WIGAN OVER A BRAND ADVERT IN A CULTURE OF ABUNDANCE – ANYTHIGN ANYTIME – NO SUBSTITUTE FOR GREAT PRODUCTS AND SERVCIES NO GLOSS CAN COVER UP
  • 1. The early stagers are tomorrow’s second marketIf investing over 3-5 year horizons, these are the guys 45% of GDP in US made by companies that didn’t exist 20 years ago 98% of new jobs created by companies born in last 5 years b) The articles need to be right - No provision for it in articles big barrier to later adoptio2. The success of the market depends on early education
  • ALL THESE BRANDS HAVE GIVEN US PROBLEMS REFRAIN IS THE SAME….WE JUST CANT DO THIS STUFF AND THAT’S GREAT….
  • FINDING THE BEST TECH IS A BIT LIKE PANNING FOR GOLD YOU NEED TO GO THROUGH A LOT OF SLUDGE
  • BMW TECHNOLOGY – FIRST PITCH WAS ABOUT
  • THERE ARE EXCEPTIONS BUT BRANDS WANT ‘PLUG AND PLAY’ AS MUCH AS POSSIBLE
  • WERE HUMANS
  • About a year ago today I left a comfortable job to dive into my new job Ive now done both things and ive got lots of points of view
  • What the Bakery has learnt baking brands and "start ups" together

    1. 1. 1 Year In what the Bakery has learned taking new technologies to trial market for brands
    2. 2. How we get tech to market for brands Why It Matters What we’ve learnt
    3. 3. How we get tech to market for brands Why It Matters What we’ve learnt
    4. 4. DIFFERENT WORLDS. Different languages. Different expertise.
    5. 5. THE UNIQUE THING WE DO IS “FIND THE MARKET” FOR THE TECH COMPANIES
    6. 6. HOW WE TAKE TECH TO TRIAL MARKET IN 8 WEEKS
    7. 7. examples
    8. 8. examples
    9. 9. How we get tech to market for brands Why It Matters What we’ve learnt
    10. 10. Software is eating the world
    11. 11. Innovation is doing not talking
    12. 12. Experiences > comms Thanks  to  John  V  Willshere  
    13. 13. How we get tech to market for brands Why It Matters What we’ve learnt
    14. 14. 1.  The appetite is huge AND GROWING
    15. 15. 2. Curation Matters
    16. 16. 3. BRANDS DON’T care about the technology “A  virtual  assistant  that  can  help  by  finding  the  best   answer    to  a  ques>on  be?er  than  human”  
    17. 17. 4. Stage Matters
    18. 18. 5. Process Matters TIMING  PLAN       Wednesday:  Source  Data  Feeds     Friday:  Start  Tes4ng       Tuesday:  Finish  Tes4ng  and  get   Client  Feedback       Thursday:  Amends       Frday:  Go  Live      
    19. 19. 6. People matter as much as product
    20. 20. AND ONE THING THAT DOESN’T matter: location
    21. 21. WE’RE GREAT AT GETTING THINGS TO TRIAL THAT NORMALLY WOULDN’T “We  spent  6  months  planning  an  innova>on  and  got  the  plans   signed  off  at  every  level.  And  then  it  got  killed”  (O2)         We  basically  prototyped  Nike  Fuel  Band  3  years  before  Nike  and   it  got  killed”  (Phillips)  
    22. 22. 1 Year In what the Bakery has learned taking new technologies to trial market for brands

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