Presentation deck from 'Theory of Launch' workshop hosted at Central Working on 12th October for technology based start ups.

1. Central Working Workshop Gather and Throw 12th October 2011

2. Who are we? Charlotte Hogg: Marketing expert, Tech entrepreneur, prolific networker (a stalker to some). The G&T Team: Entrepreneurial, passionate, knowledgeable. Experts in design, development, social media & mobile.

3. What do we do? Love & Understand Start Ups Passionate & Knowledgeable about Tech Plan, Plan, Plan Build Relationships Design and Develop great campaigns Focus on business growth

4. Who else have we worked with?

5. What’s the point? Focus Intelligence Growth Expertise Speed ROI

6. Traditional Launch

7. G&T Launch 5. BRAND MARKETING 7. PHEW! 3. KEY INFLUENCERS 6. EXIT 4. BENEFIT MARKETING 1. PRE-LAUNCH THINKING 2. EARLY ADOPTERS

8. Intro to Case Study

9. 1. Creating Brand Equity

10. The Industry Your Industry is the foundation of your business and will determine your consumer demands and expectations. ©Gather and Throw 2011 Confidential 10

11. The Industry What is affecting your industry? What is causing change? What is the rate & direction of change? Who are the key influencers? Where do you sit?

12. Money It is the perception of value that will encourage your consumers to spend. It is your use of money that will determine your CPA & ROI ©Gather and Throw 2011 Confidential 12

13. Money What are people spending money on? What are people expecting for this spend? What is value associated with? How will this impact your Consumer Value and CPA?

14. Features, Advantages & Benefits Tech Heads love new features. Consumers, however, love benefits. ©Gather and Throw 2011 Confidential 14

15. Features, Advantages, Benefits What will your features mean to your users? How will they help, engage or impact upon your users? How clear are your benefits and how easy are they to access? How would others describe the value in your product? Do your consumers recognise the value in your products?

16. Competitors Keep your friends close and your enemies closer. Only the paranoid will survive. ©Gather and Throw 2011 Confidential 16

17. Competitors Who are they (all of them)? How do they make their users feel? How loyal are their consumers? What are the doing right? What are you able to improve on?

18. Unique Selling Point We all need something to hang our hat on. ©Gather and Throw 2011 Confidential 18

19. Unique Selling Points Are you the only business that can solve a specific problem? Do you have an unusual/inspiring brand story? Are your team experts/influential/particularly attractive? How is important to customer service to your business?

20. Reasons for Buying Don’t expect your consumers to connect the dots. ©Gather and Throw 2011 Confidential 20

21. Reasons for Buying What do your benefits mean to your users? How will it effect their day? How will it make them feel? What pain are you easing?

22. Buyer Types Birds of a feather flock together – it is unlikely they will flock towards you on their own accord. ©Gather and Throw 2011 Confidential 22

23. Buyer Types Who are they? What differentiations are there? How influential are they? How quickly will they make buying decisions? How do their problems differ?

24. Objections The most self aware people are often the most charming. Make sure your consumers connect the dots in the right way. ©Gather and Throw 2011 Confidential 24

25. Objections How familiar is your product? How problematic are your problems? How tangible is your value offering? How engaging is your brand?

26. Market Strategy Align your marketing activity to your current core business focus. ©Gather and Throw 2011 Confidential 26

27. Market Strategy What resources do you have? What are your biggest business pressures? How much time do you have? What is your exit strategy?

28. 2. Growth Execution

29. 1. Pre-Launch 2. Early stage adopters 3. Key influencers 4. Market leaders 5. Benefit mass market 6. Brand mass market The Strategy

30. Pre Launch Thinking Exit Strategy & Acquisition target Core Focus Brand Hook & Identity User Conversion Market Partners Social Sharing Acceleration

31. Early Stage Adopters Focus groups Social Insights Usability testing Target Market conversion Brand adoption testing Marketing assumption testing

32. Key Influencers Tailored Approach Strong relationships Engage in vision, growth, journey Incentivise

33. Market Leaders Partnerships Value Add Add Brand Equity Reach Target Audience

34. Benefit Mass Market Engagement Benefit led Social Channels Story telling characters

35. “G & T have proved their value at every stage of our relationship. I urge every business to at least speak with them before approaching and using another agency – it will probably be the best conversations you ever have.” Benefit Mass Market Benefit Mass Market

36. Brand Mass Market Traditional Channels Simple Marketing Messages Enhanced Creativity

37. Brand Mass Market

38. What we can do for you “G & T have proved their value at every stage of our relationship. I urge every business to at least speak with them before approaching and using another agency – it will probably be the best conversation you ever have.”

39. Where you can find us Contact: charlotte@gatherandthrow.com 07703 689 639 ` www.GandT.me @TheoryofLaunch