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We Are All Digital Startups Now

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In the mobile world, you don't win the consumer on technology.
You win on better experiences. Learn how the top brands are positioning themselves to work like a startup.

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We Are All Digital Startups Now

  1. WE ARE ALL
 DIGITAL STARTUPS
  2. 3 WE PRACTICE INNOVATION FOR OURSELVES
  3. 4 WE PRACTICE INNOVATION FOR OURSELVES $13M IN VENTURE FUNDING RAISED 120 JOBS CREATED 2 SUCCESSFUL EXITS NOT JUST A HOBBY
  4. WHY DO WE PAY SO MUCH ATTENTION TO DIGITAL START UPS?
  5. A STARTUP IS A HUMAN INSTITUTION DESIGNED TO DELIVER A NEW PRODUCT OR SERVICE UNDER CONDITIONS OF EXTREME UNCERTAINTY. 

  6. A STARTUP IS AN ORGANIZATION FORMED TO SEARCH FOR A REPEATABLE AND SCALABLE BUSINESS MODEL.
  7. BUT STARTUP LEADERS ARE FACED WITH CLASSIC MARKETING CHALLENGES, TOO
  8. 9 IT HAS BEEN A LONG ROAD TO THE MOBILE REVOLUTION
  9. THE “READ-ONLY” WEBTHE SOCIAL WEB 10 POST-WEB ANY MEDIA, ANY DEVICE, ANYWHERE Web 2.0 WIKIS, BLOGS, SOCIAL Web 1.0 BROWSER, EMAIL, IM THE MOBILE ERA
  10. 11 THE MOBILE REVOLUTION
  11. WEB 1.0 12 THE MOBILE REVOLUTION Source: http://techcrunch.com/2014/08/21/majority-of-digital-media-consumption-now-takes-place-in-mobile-apps/
  12. WE’RE ALL DIGITAL STARTUPS NOW
  13. UNCERTAINTY PRODUCT GROWTH SEARCHING
 REPEATABLE & SCALEABLE
  14. 15 IN THE MOBILE WORLD, YOU DON’T WIN THE CONSUMER ON TECHNOLOGY. YOU WIN ON BETTER EXPERIENCES. THE MOBILE REVOLUTION
  15. 1616 DISRUPTION IS COMING FROM ALL SIDES, QUICKLY. 1 2 YOUR DIGITAL EXPERIENCE IS YOUR BRAND. 3 YOUR COMPETITION ISN’T WHO IT USED TO BE. THE MOBILE REVOLUTION 4 YOUR APPROACH NEEDS TO EVOLVE.
  16. 17 DISRUPTION IS COMING FROM ALL SIDES, QUICKLY
  17. 18 YOUR COMPETITION ISN’T WHO IT USED TO BE
  18. 19 YOUR DIGITAL EXPERIENCE IS YOUR BRAND
  19. TO WIN, YOUR APPROACH NEEDS TO EVOLVE. 20
  20. PRODUCTS, NOT PROJECTS 1 2 SEARCH FOR GROWTH WHAT MARKETERS CAN LEARN 21
  21. THE MOBILE ERA HAS DRAMATICALLY CHANGED 3 OF THE 4 P’S
  22. THE MOBILE ERA GIVES US TO A CHANCE TO RETHINK “PRODUCT”
  23. YOUR DIGITAL EXPERIENCE IS A PRODUCT. 24
  24. IS IT POSSIBLE TO SEPARATE THE DIGITAL FROM THE DRINK?
  25. IS IT POSSIBLE TO SEPARATE THE EDUCATION & INSPIRATION FROM THE MIX?
  26. THEN COFFEE SHOP NOW DIGITAL SHOP
  27. MY STARBUCKS IDEA DIGITAL NETWORK MY STARBUCKS REWARDS TWEET-A- COFFEE SQUARE PARTNERSHIP MOBILE ORDERING 2010 20132008 2012 2015 NYT PARTNERSHIP 20152009 A DIGITAL HISTORY OF STARBUCKS
  28. THEN RETAIL CHAIN NOW SERVICE PROVIDER
  29. DIGITAL LEADERSHIP NEW RETAIL EXPERIENCE OPEN API FOR DEVELOPERS THIRD-PARTY DEVELOPMENT OWNED DIGITAL EXPERIENCE ATARI FIT + BALANCE API 2011 20132010 2012 2015 GLOW + RX REFILL 20152011 A DIGITAL HISTORY OF WALGREENS
  30. WHAT DO THE BEST PRODUCTS 32
  31. WHAT DO THE BEST PRODUCTS 33 REMOVE FRICTION AND ANXIETY MEET EXPECTATIONS OF CORE FUNCTIONALITY & PERFORMANCE SURPRISE & DELIGHT ANTICIPATE THE NEXT WAVE OF PRESSURE
  32. 34 MEET EXPECTATIONS OF CORE FUNCTIONALITY & PERFORMANCE
  33. 35 REMOVE FRICTION AND ANXIETY
  34. 36 SURPRISE & DELIGHT
  35. 37 ANTICIPATE THE NEXT WAVE OF PRESSURE
  36. 38 YOU MANAGE PROJECTS TO END. YOU MANAGE PRODUCTS TO ENDURE.
  37. HOW DO THE BEST PRODUCT TEAMSWORK?
  38. HOW DO THE BEST PRODUCT DETERMINE A CLEAR PURPOSE CREATE THE RIGHT STRUCTURE ESTABLISH GOALS & ACCOUNTABILITY FOLLOW AN AGREED UPON OPERATING SYSTEM TEAMSWORK?
  39. THE REASON YOUR PRODUCT EXISTS. THE WAY THE DIGITAL EXPERIENCE BRINGS THAT PURPOSE TO LIFE. PURPOSE
  40. TEAM TEAMS ARE CENTERED AROUND THE PRODUCT LIFECYCLE, NOT PROJECT TIMELINES OR MARKETING CHANNELS.
  41. ACCOUNTABILITY HOW WILL WE KNOW OUR CORE AUDIENCE LOVES OUR PRODUCT?
  42. OPERATING SYSTEM A SYSTEMATIC WAY OF WORKING.
  43. A SYSTEMATIC WAY OF WORKING 1 YEAR PLAN GOAL DRIVERS FOCUS AREAS PRODUCT TEAM Q4 FOCUS Q3 FOCUS Q2 FOCUS Q1 FOCUS VISION BUSINESS MODEL SCALE AUDIENCE PURPOSE + BELIEF VALUE PROP DESIGN PRINCIPLES
  44. A SYSTEMATIC WAY OF WORKING Q1SPRINT PLAN STANDUPSTANDUPSTANDUPSTANDUPSTANDUP SPRINT PLAN STANDUPSTANDUPSTANDUPSTANDUPSTANDUP SPRINT PLAN STANDUPSTANDUPSTANDUPSTANDUPSTANDUP ROADMAP PLANINNG
  45. PRODUCTS, NOT PROJECTS 1 2 CONTINUAL SEARCH FOR GROWTH WHAT MARKETERS CAN LEARN 47
  46. STARTUPS ARE LOOKING FOR GROWTH, FIRST AND FOREMOST. 48
  47. IMPLEMENTATIONCREATIVESTRATEGY 10.25.1349 INVESTMENT TIME BIG CO MODEL: BET THE FARM, THEN WAIT AND SEE RESULTS FROM REAL PEOPLE RESEARCH WAIT/ANALYSIS WIN/LOSE
  48. 50 STARTUPS THINK THERE’S A BETTER WAY INSIGHTS FROM 
 REAL PEOPLE WIN PIVOT? RESULTS PIVOT? INVESTMENT TIME
  49. 51 THEY ARE WORKING THIS WAY BECAUSE IT’S LOWER RISK BETTER CONSUMER INSIGHTS BETTER CREATIVE FASTER LEARNING SEARCHING
  50. 52 10% 90% EXPERIMENTATION PROVEN DRIVERS YOU CAN EMBRACE THIS MODEL TODAY
  51. 53 10% 90% EXPERIMENTATION PROVEN DRIVERS YOU CAN EMBRACE THIS MODEL TODAY USE EXPERIMENTATION TO FIND NEW PROVEN DRIVERS MAKE THE 90% WORK HARDER
  52. 54 GO?
  53. DO YOU HAVE A DIGITAL PRODUCT PEOPLE LOVE? 1 2 ARE YOU MORE FOCUSED ON EFFICIENCY THAN GROWTH? IF YOU ARE THE DIGITAL MANAGER 55
  54. THINK ABOUT YOUR DIGITAL EXPERIENCE AS A PRODUCT 1 2 DIFFERENTIATE IS BETTER THAN EFFICIENT MARKETING 3 DEMAND THAT YOUR TEAM START EXPERIMENTING AND SEARCHING FOR NEW GROWTH IF YOU’RE THE CMO 56
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  56. T H A N K Y O U

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