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Fruit Shoot's
    'Ready for Ten'
    a real-time peer-to-peer
parenting platform for the future

     http://readyforten....
Different audience
Life before the
year 2000
#1


* Source: Hall & Partners brand health tracking
                                                  82%
15 bottles sold every second




* Source: Britvic internal tracking
Getting it right with
  kids and mums
Kids: skills platform
http://fruitshoot.com
(...but we don’t want to teach
    parents how to beatbox)
Always be mum’s 1st choice
Different audience
Different message
Different platform
Consumers don’t want to be
neglected half the time
(& they don’t think in one-off campaign terms)




      Marketing camp...
They definitely don’t want to
 be shouted at via a one-way
       communication



NPD   Branding




                 Pub...
And it’s no longer just a few people
  who want a more meaningful
      connection with brands
More than 55% of people want to have
  an ongoing dialogue with brands




                      ExpoTV Survey 2008
But if you’re not providing utility
(that means making life easier, better
  or more fun), people will simply...
From this...      to this




Paid media     Earned media
Fruit Shoot extends the
 traditional marketing cycle
TV ads

         Fruitshoot.com       Readyforten.com




 Advertiser...
What’s in it for me?
The web is a
relevance platform
Mapping the 6-9 gap:
a service for parents of six
to nine year olds
Launch with the smallest
     viable release
Act like a start-up
                  MxM
client

               strategic
               planners
 product
 owner

An integrated team
service and
interaction
desig...
client

                strategic
                planners
  product
  owner                     marketer

Marketers, join...
Our approach to building
   is Lean and Agile
Conventional, linear development process
  Big ideas, big bang launch, big budgets

                                      ...
user
                          1        2        3       5                           roles           As a registered user,...
Rapidly evolving design
Strategy is made constantly,
 not decided up front and
    passed down the line
user workshops         user polls


No product survives first
contact with consumers



                           user te...
Be prepared...

for frank feedback
to ‘kill your darlings’
to make changes
Ready for Ten:
the service
Parent and expert blogs
Real-time: @readyforten
VIP Club
Skills
Skillscape
Britvic: Marketing with
        meaning
To sum up:
1. Act like a start-up
                    MxM




2. Put the consumer first,
   involve them throughout
3. Thi...
Thank you


http://readyforten.com
Chrissie Richardon, Fruit Shoot Brand Manager, Britvic
Charlotte Hillenbrand, Account D...
Ready for Ten, FruitShoot's platform for parents of 6 to 9 year olds
Ready for Ten, FruitShoot's platform for parents of 6 to 9 year olds
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Ready for Ten, FruitShoot's platform for parents of 6 to 9 year olds

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An introduction to Ready for Ten, FruitShoot's parenting community for parents of 6 to 9 year olds, by Made by Many

Published in: Technology
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Ready for Ten, FruitShoot's platform for parents of 6 to 9 year olds

  1. 1. Fruit Shoot's 'Ready for Ten' a real-time peer-to-peer parenting platform for the future http://readyforten.com
  2. 2. Different audience
  3. 3. Life before the year 2000
  4. 4. #1 * Source: Hall & Partners brand health tracking 82%
  5. 5. 15 bottles sold every second * Source: Britvic internal tracking
  6. 6. Getting it right with kids and mums
  7. 7. Kids: skills platform
  8. 8. http://fruitshoot.com
  9. 9. (...but we don’t want to teach parents how to beatbox)
  10. 10. Always be mum’s 1st choice
  11. 11. Different audience Different message Different platform
  12. 12. Consumers don’t want to be neglected half the time (& they don’t think in one-off campaign terms) Marketing campaign cycle
  13. 13. They definitely don’t want to be shouted at via a one-way communication NPD Branding Publicity
  14. 14. And it’s no longer just a few people who want a more meaningful connection with brands
  15. 15. More than 55% of people want to have an ongoing dialogue with brands ExpoTV Survey 2008
  16. 16. But if you’re not providing utility (that means making life easier, better or more fun), people will simply...
  17. 17. From this... to this Paid media Earned media
  18. 18. Fruit Shoot extends the traditional marketing cycle TV ads Fruitshoot.com Readyforten.com Advertiser Funded + Programming
  19. 19. What’s in it for me?
  20. 20. The web is a relevance platform
  21. 21. Mapping the 6-9 gap: a service for parents of six to nine year olds
  22. 22. Launch with the smallest viable release
  23. 23. Act like a start-up MxM
  24. 24. client strategic planners product owner An integrated team service and interaction designers developers project manager
  25. 25. client strategic planners product owner marketer Marketers, join the team service and interaction designers developers project manager
  26. 26. Our approach to building is Lean and Agile
  27. 27. Conventional, linear development process Big ideas, big bang launch, big budgets measure adjust new user design big strategy big strategy research and build Iterative, Agile, emergent development process Micro-strategies, big insights, rapid iterations insights plan plan design adjust design launch adjust launch measure little strategy plan A. Continue measure design insights B. Try something else launch measure little strategy little strategy learning curve learning curve *This diagram was nicked from David Armano. Thanks, David.
  28. 28. user 1 2 3 5 roles As a registered user, I want to be able to... story user points stories Minimise total 1 2 3 5 Definition time through story points iteration B C Story 1 Story 2 A Story 3 Story 4 Story 5 sprint planning prioritise 42 sprint estimate *Agile projects are 37% faster delivering software to market, 16% more productive and have no more bugs/defects than traditional projects, despite compressed time schedules (Source: The Agile Impact Report, Proven Performance Metrics from the Agile Enterprise, QSMA)
  29. 29. Rapidly evolving design
  30. 30. Strategy is made constantly, not decided up front and passed down the line
  31. 31. user workshops user polls No product survives first contact with consumers user testing http://www.flickr.com/photos/csessums/ clickable prototypes 1520336143/
  32. 32. Be prepared... for frank feedback to ‘kill your darlings’ to make changes
  33. 33. Ready for Ten: the service
  34. 34. Parent and expert blogs
  35. 35. Real-time: @readyforten
  36. 36. VIP Club
  37. 37. Skills
  38. 38. Skillscape
  39. 39. Britvic: Marketing with meaning
  40. 40. To sum up: 1. Act like a start-up MxM 2. Put the consumer first, involve them throughout 3. Think big, start small 4. Adapt through feedback and iteration 5. Strategy is made constantly, not decided up front
  41. 41. Thank you http://readyforten.com Chrissie Richardon, Fruit Shoot Brand Manager, Britvic Charlotte Hillenbrand, Account Director, Made by Many (@crashtherocks) Tim Malbon, Founder, Made by Many (@malbonster)

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