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Hazz Design's Tactics for Launching Without a Lot of Runway

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Launching a business, product or service is a high-risk game of chance when you have a runway shortened by time or money, unless you up your odds for success with the right sequence, tactics and resources to launch on-time, on-budget and on-target.
• Understand the critical runway and sequence review gates for a successful launch
• Uncover ways to identify and sidestep common launch land mines that explode costs and timelines
• Learn tips to determine the right resources that can increase your success multiplier

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Hazz Design's Tactics for Launching Without a Lot of Runway

  1. 1. TACTICS FOR LAUNCHING without a lot of Runway with Tracy & Tom Hazzard Sidestep launch landmines. Plan smarter. Grow faster. CEO Space 0316
  2. 2. INNOVATIVE STRATEGY + TACTICAL ACTIONS + RIGHT RESOURCES SUCCESS BY DESIGN CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 2 
  3. 3. FAILURE HAPPENS …when you run out of runway at 468 feet. …when you miscalculate your target. …when you run out of time or capital. …when you lack the expertise. …when unforeseen stuff happens. CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 3 
  4. 4. CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 4 
  5. 5. CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com Big Brands FAIL too… Spend more money. Add more runway. 5 
  6. 6. BEEN THERE. DONE THAT. FAILED FORWARD. 24 Years as Entrepreneurs, Inventors, Product Designers & Partners WHY US? CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 6 
  7. 7. SUCCESS BY DESIGN “Begin with the end in mind.” - Stephen Covey, Seven Habits of Highly Effective People CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com Start with the destination. Start with your dream. Start with your why. 7 
  8. 8. OUR WHY… Saving entrepreneurs and inventors from risking everything on flawed plans and the wrong resources. 8 
  9. 9. RISK REDUCTION By Design Your Targeted Why + Innovative Strategy +Tactical Actions + Right Resources = ON TIME. ON TARGET. ON PROFIT. CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 9 
  10. 10. SUCCESS BY DESIGN “A goal is a dream with a deadline.” - Napoleon Hill, Think & Grow Rich CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com An innovative strategy imaginatively transforms your dream why from ideas to realization. 10 
  11. 11. 12% 28% 26% 16% 18% Wrong Plan Lack of Capital Wrong Market Reasons for Launch Failure LAUNCH FAILURE REASONS Wrong Team Wrong Product Compiled from studies at HBR, Inc & Forbes - 2015 CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 11 
  12. 12. Design Flaws = 54% of Launch Failures CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com Right product; wrong market. Right market; wrong product. PROVE IT 1ST 12 
  13. 13. CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com WRONG WAYS TO PROVE IT YES MEN & WOMEN 13 
  14. 14. CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com SUCCESS BY DESIGN Prove It Market & Product Research 14 
  15. 15. PROVE IT – Right Ways DO BOTH! CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 15 
  16. 16. Good PROVE IT Research •  Tests a reachable niche market audience •  Produces quantifiable data on Product & Market Right-Fit + Competitive Benchmark •  Establishes or refines both Minimum Viable Product Criteria (Me-Too MVP) and Maximum Valuable Product Criteria (Me-Only MVP) CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 16 
  17. 17. PROVE IT Market Proof Even With a Short Runway Survey-Style Feedback o  Apps like Field Agent or Mobile Market Research o  Freelance researchers & moderators Focus Groups o  Quantitative & Qualitative o  DIY Non-Profits & Meet-ups CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 17 
  18. 18. PROVE IT Product Proof Even With a Short Runway Make Some. Sell some. o  Sales (and ranking) are the best market proof o  Consignment sales Competitive Analysis o  Benchmark of details of what is selling CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 18 
  19. 19. SUCCESS BY DESIGN “Hope is not a plan.” - Unknown – but repeated by Tom & Tracy daily CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com An innovative strategy imaginatively transforms your dream why from ideas to realization with tactical action plans. 19 
  20. 20. Tactical Errors Cause =18% of Failures CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com Right market, right product, wrong plan. PLAN IT SMART! 20 
  21. 21. Coolest Cooler: Wrong Plan! CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 21 
  22. 22. SUCCESS BY DESIGN 7Ps to Defy Launch Failure Odds ①  Prove It ②  Plan It ③  Price It ④  Prototype It ⑤  Protect It ⑥  Predict It ⑦  Produce It NOW Promote It! CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 22 
  23. 23. CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 23 
  24. 24. 7P SMART PLAN – PROVE IT Right Fit Market/Product Proof ①  CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 24 
  25. 25. 7P SMART PLAN – PLAN IT Tactical Action Plan + Resources ②  CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 25 
  26. 26. 7P SMART PLAN – PRICE IT Market vs. Cost Basis Pricing ③  CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 26 
  27. 27. 7P SMART PLAN – PROTOTYPE IT Simulation or Functional ④  CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 27 
  28. 28. 7P SMART PLAN – PROTECT IT Strengthen Position © ™ USPTO ⑤  CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 28 
  29. 29. 7P SMART PLAN – PREDICT IT Forecasting Capital Needs ⑥  CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 29 
  30. 30. 7P SMART PLAN – PRODUCE IT Due Diligence Manufacturing ⑦  CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 30 
  31. 31. 7P SMART PLAN – NOW PROMOTE IT! Niche Market Communication CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 31 
  32. 32. SUCCESSFUL FAILURE By Design 3 R s to Fail Fast, Forward & Frequently •  Review what works •  Revise what doesn’t •  Reject what’s wrong Review Revise Reject CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 32 
  33. 33. Right Resources CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com Saves Money. Accelerates the Plan. Prevent Costly Mistakes & Delays. “An expert is someone who tells you why you can’t do something.” - Alec Issagonis – Designer of the BMW Mini 35 
  34. 34. MUST HAVE Right Resources •  Branding •  Design/Engineering •  Sourcing •  CFO Advisor •  Quality Assurance CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 36  ACCELERATORS!
  35. 35. SUCCESS BY DESIGN CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com An innovative strategy transforms your dream why from an idea to a realization plan with tactical actions that the right resources accelerate. 34 
  36. 36. SUCCESS BY DESIGN Formula Your Targeted Why + Innovative Strategy +Tactical Actions + Right Resources = ON TIME. ON BUDGET. ON PROFIT. CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 33 
  37. 37. TRACY HAZZARD Founder / CEO ²  Inc. By Design Columnist ²  Color & Pattern Expert ²  RISD Textile Design ²  tracy@hazzdesign.com TOM HAZZARD Founder / CDO ²  30 YRS 3D CAD Expertise ²  Intentional Inventor ²  RISD Industrial Design ²  tom@hazzdesign.com 24 Years as Product Designers 35 Patents (86% commercialization) IP & Entrepreneurship Process taught through Harvard Business Review Forbes-featured WTFFF?! Podcast Hosts Mentors 2 Inventors www. hazzdesign.com @HazzDesign - Social Media 37 

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