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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	
  best	
  
answer	
  	
  to	
  a	
  ques>on	
  be?er	
  than	
  human”	
  
4. Stage Matters
5. Process Matters
TIMING	
  PLAN	
  
	
  
	
  
Wednesday:	
  Source	
  Data	
  Feeds	
  
	
  
Friday:	
  Start	
  Tes4ng	
  	
  
	
  
Tuesday:	
  Finish	
  Tes4ng	
  and	
  get	
  
Client	
  Feedback	
  	
  
	
  
Thursday:	
  Amends	
  	
  
	
  
Frday:	
  Go	
  Live	
  	
  
	
  
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	
  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)	
  
1 Year In
what the Bakery
has learned taking
new technologies
to trial market for
brands

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What the Bakery has learnt baking brands and "start ups" together

Editor's Notes

  1. About a year ago today I left a comfortable job to dive into my new job
  2. About a year ago today I left a comfortable job to dive into my new job
  3. TO UNDERSTAND WHAT WE DO NEED TO UNDERSTAND WHY WE STARTED WE SAW A HUGE GAP
  4. THIS IS HOW WE TALK ABOUT OURSELVES
  5. 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”
  6. 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
  7. 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
  8. ALL THESE BRANDS HAVE GIVEN US PROBLEMS REFRAIN IS THE SAME….WE JUST CANT DO THIS STUFF AND THAT’S GREAT….
  9. FINDING THE BEST TECH IS A BIT LIKE PANNING FOR GOLD YOU NEED TO GO THROUGH A LOT OF SLUDGE
  10. BMW TECHNOLOGY – FIRST PITCH WAS ABOUT
  11. THERE ARE EXCEPTIONS BUT BRANDS WANT ‘PLUG AND PLAY’ AS MUCH AS POSSIBLE
  12. WERE HUMANS
  13. 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