The document discusses lean marketing principles for effective development, authored by Annette Kallevig, a seasoned advertising expert. It outlines a practical approach that includes creating value, continuous improvement, and eliminating waste, with specific steps for implementing a lean marketing strategy. The emphasis is on adaptability, sustainability, and reducing financial risks while focusing on what works best in marketing efforts.

1. Lean on the inside
Lean on the outside
Lean Marketing for Lean Development
By Annette Kallevig, Owner and Lean Marketing Coach, Webroi

2. About me Der webtrafikk gir overskudd
• Over 20 years in advertising, from traditional to digital
• Creative at heart, problem solver and concept developer
• Started webROI in 2008
• Refined in 2012: Lean Marketing and coaching
• LMC blog: blogroi.net
• Twitter: @akallevig
• LinkedIn
@akallevig /#swoslo

3. Potential conflict Der webtrafikk gir overskudd
Lean Marketing Lean
Time Launch
@akallevig /#swoslo

4. Der webtrafikk gir overskudd
The dilemma: You
don’t know what
marketing should
promote because you
haven’t made it yet.
@akallevig /#swoslo

5. What would Apple do? Der webtrafikk gir overskudd
@akallevig /#swoslo

6. Der webtrafikk gir overskudd
What’s going to be
your most marketable
killer feature(s)?
@akallevig /#swoslo

7. The simple formula Der webtrafikk gir overskudd
Killer
feature
Business
critical
Marketing
Company
KPI
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8. What makes it an Apple? Der webtrafikk gir overskudd
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9. Success Formula Der webtrafikk gir overskudd
What
you do
Brand
Marketing
Who
you are
@akallevig /#swoslo

10. Der webtrafikk gir overskudd
Next:
Why not make your
marketing lean too?
@akallevig /#swoslo

11. The core of lean Der webtrafikk gir overskudd
• create value for customers
• continuous improvement
• eliminate waste
@akallevig /#swoslo

12. 7+ steps to Lean Marketing Der webtrafikk gir overskudd
1. Start with the goal
2. The Marketing hypothesis
3. The Minimum Viable Marketing Plan (MVMP)
4. 1st marketing sprint: Execute, measure and test
5. The Lean Marketing Plan (LMP)
6. Improvements based on test + new sprint
7. Revise the Lean Marketing Plan
8. Repeat steps 6-7 indefinitely for continous improvement
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13. In short Der webtrafikk gir overskudd
• Do more and more of what works
• Do less and less of what doesn’t
• All based on user facts
=
• Continous improvement
• Adaptability to a fast changing market
• Sustainable marketing
• Low risk to no risk financially
@akallevig /#swoslo

14. And that’s how you get
great WEBROMI
Annette Kallevig
annette@webroi.no
(+47) 907 88 419
@akallevig