ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013
WWW.TWILIO.COM 635 HARRISON ST., SAN FRANCISCO CA
6-8 BONHILL STREET, LONDON UK...
EPIC PRODUCT
FLOPS
FORD EDSEL
What went wrong?!
• Product design - Reviewers called it an Oldsmobile sucking a
lemon
• Product name - Edsel w...
THE NEWTON
What went wrong?!
• Product design - Device was the size of a VCR tape
• Product performance - Handwriting reco...
MICROSOFT BOB
What went wrong?!
• Product design - Most computers couldn’t run Bob
• User experience - People claimed Bob ...
MICROSOFT BOB
What went wrong?!
• Product design - Most computers couldn’t run Bob
• User experience - People claimed Bob ...
EARRING MAGIC KEN
What went wrong?!
• Product design - They got “cool” wrong
• Brand consistency - Ken was a disconnect wi...
COLGATE KITCHEN ENTREES
What went wrong?!
• Product design - Simply no market for the product
• Brand consistency - Colgat...
3D TV & GLASSES
What went wrong?!
• Product design - People complained the glasses were uncomfortable
• Product packaging ...
WHY DO THEY FAIL?
• Nice to have but not compelling
• Didn’t meet the needs of the audience
• Before it’s time
• No market...
ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013
LUCK !
IS WHEN
OPPORTUNITY !
MEETS !
PREPARATION.!
!
-SENECHA
WHAT’S AN OPPORTUNITY?
• Product or service you build a company around
• Vision and passion driven
• Results in a pile of ...
WHERE ARE THE
OPPORTUNITIES?
• Technology Shifts
• Market Changes
• Societal Changes
• Dinosaur Factor
TYPES OF OPPORTUNITIES
Source: MS&E 273 TechnologyVenture Formation
Better
Faster
Cheaper
Niche New
TYPES OF OPPORTUNITIES
Source: MS&E 273 TechnologyVenture Formation
Colgate
Bob,!
Newton
3D TV & Glasses
Technology
driven...
DEVELOP THE MARKET
• Don’t wait for product availability
• Build credibility
• Identify minimum compelling features
• Make...
HOW DO I FIGURE THIS OUT?
Source: Donna Novitsky
Meet with lots of perspective customers,
while engineering is developing ...
Source: Donna Novitsky
THE TANGO
GLOBAL ROLLOUT
PRODUCT GOES LIVE
PRODUCTION READY
DEBUGGING / BETA
WHITEBOARD TO ALPHA
PR...
ALL CONTENT COPYRIGHT (c) TWILIO INC. 2014
SUPPORTING THE DOERS
• Exposure through Twilio blog & social channels
• PR oppo...
PROMO CREDIT
ClujAccelerate2014!
!
Valid until 06/12/14 for new accounts
good for circa 6,600 outbound calls
or 3,300 text...
ALL CONTENT COPYRIGHT (c) TWILIO INC. 2014
THANK YOU
!
LLANG@TWILIO.COM
@LILAINEUROPE
Lisa Lang, European Marketing Manager, Twilio - Epic Failures – And What We Can Learn From Them
Lisa Lang, European Marketing Manager, Twilio - Epic Failures – And What We Can Learn From Them
Lisa Lang, European Marketing Manager, Twilio - Epic Failures – And What We Can Learn From Them
Lisa Lang, European Marketing Manager, Twilio - Epic Failures – And What We Can Learn From Them
Lisa Lang, European Marketing Manager, Twilio - Epic Failures – And What We Can Learn From Them
Lisa Lang, European Marketing Manager, Twilio - Epic Failures – And What We Can Learn From Them
Lisa Lang, European Marketing Manager, Twilio - Epic Failures – And What We Can Learn From Them
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Lisa Lang, European Marketing Manager, Twilio - Epic Failures – And What We Can Learn From Them

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Lisa Lang, European Marketing Manager, Twilio - Epic Failures – And What We Can Learn From Them

  1. 1. ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013 WWW.TWILIO.COM 635 HARRISON ST., SAN FRANCISCO CA 6-8 BONHILL STREET, LONDON UK CHARLOTTENSTRASSE 2, BERLIN GER 

  2. 2. EPIC PRODUCT FLOPS
  3. 3. FORD EDSEL What went wrong?! • Product design - Reviewers called it an Oldsmobile sucking a lemon • Product name - Edsel was linked with “weasel” and “pretzel” • Pricing - More expensive than comparable cars • Timing - US was going into recession - need changed
  4. 4. THE NEWTON What went wrong?! • Product design - Device was the size of a VCR tape • Product performance - Handwriting recognition was flaky • Gary Trudeau dedicated a week of Doonesbury mocking it • Pricing - Cost between $699 - $1,000; far more than perceived value
  5. 5. MICROSOFT BOB What went wrong?! • Product design - Most computers couldn’t run Bob • User experience - People claimed Bob was annoying • Bob’s “conversational style” became a source of parody • Pricing - Bob cost $100 and had NO perceived value
  6. 6. MICROSOFT BOB What went wrong?! • Product design - Most computers couldn’t run Bob • User experience - People claimed Bob was annoying • Bob’s “conversational style” became a source of parody • Pricing - Bob cost $100 and had NO perceived value
  7. 7. EARRING MAGIC KEN What went wrong?! • Product design - They got “cool” wrong • Brand consistency - Ken was a disconnect with the traditional family values associated with the Mattel brand • Timing - Wrong era to show cultural illiteracy
  8. 8. COLGATE KITCHEN ENTREES What went wrong?! • Product design - Simply no market for the product • Brand consistency - Colgate brand is about personal hygiene
  9. 9. 3D TV & GLASSES What went wrong?! • Product design - People complained the glasses were uncomfortable • Product packaging - TV manuals warned glasses could make you sick • User experience - Users said glasses made them sick • User experience - Lack of 3D programming • User experience - 3D glasses weren’t easy to use • Price - Glasses cost $50 - $150
  10. 10. WHY DO THEY FAIL? • Nice to have but not compelling • Didn’t meet the needs of the audience • Before it’s time • No market for the product market not big enough • An element of the marketing was off • Product doesn’t work
  11. 11. ALL CONTENT COPYRIGHT (c) TWILIO INC. 2013 LUCK ! IS WHEN OPPORTUNITY ! MEETS ! PREPARATION.! ! -SENECHA
  12. 12. WHAT’S AN OPPORTUNITY? • Product or service you build a company around • Vision and passion driven • Results in a pile of money when you’re done • For you • For your investors
  13. 13. WHERE ARE THE OPPORTUNITIES? • Technology Shifts • Market Changes • Societal Changes • Dinosaur Factor
  14. 14. TYPES OF OPPORTUNITIES Source: MS&E 273 TechnologyVenture Formation Better Faster Cheaper Niche New
  15. 15. TYPES OF OPPORTUNITIES Source: MS&E 273 TechnologyVenture Formation Colgate Bob,! Newton 3D TV & Glasses Technology driven Customer driven Opportunity driven
  16. 16. DEVELOP THE MARKET • Don’t wait for product availability • Build credibility • Identify minimum compelling features • Make sure your initial customers are strong references/buzz ready Source: Donna Novitsky
  17. 17. HOW DO I FIGURE THIS OUT? Source: Donna Novitsky Meet with lots of perspective customers, while engineering is developing the product. Listen Learn Refine
  18. 18. Source: Donna Novitsky THE TANGO GLOBAL ROLLOUT PRODUCT GOES LIVE PRODUCTION READY DEBUGGING / BETA WHITEBOARD TO ALPHA PRODUCTDEVELOPMENTCYCLE A MARKET IS BORN! REFERENCES PAYING CUSTOMERS PRODUCT FEEDBACK EXPLORATORY MEETINGS MARKETDEVELOPMENT CYCLE
  19. 19. ALL CONTENT COPYRIGHT (c) TWILIO INC. 2014 SUPPORTING THE DOERS • Exposure through Twilio blog & social channels • PR opportunities with media • Speaking opportunities • Twilio credits • Networking • Hosted visits to San Francisco HQ
  20. 20. PROMO CREDIT ClujAccelerate2014! ! Valid until 06/12/14 for new accounts good for circa 6,600 outbound calls or 3,300 text messages
  21. 21. ALL CONTENT COPYRIGHT (c) TWILIO INC. 2014 THANK YOU ! LLANG@TWILIO.COM @LILAINEUROPE

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