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WE ARE ALL DIGITAL STARTUPS
58

We Are All Digital Startups Now

Apr 21, 2017

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GoKart Labs
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Page 1: We Are All Digital Startups Now

WE ARE ALL DIGITAL STARTUPS

Page 2: We Are All Digital Startups Now
Page 3: We Are All Digital Startups Now

3

WE PRACTICE INNOVATION FOR OURSELVES

Page 4: We Are All Digital Startups Now

4

WE PRACTICE INNOVATION FOR OURSELVES$13M IN VENTURE FUNDING RAISED 120 JOBS CREATED 2 SUCCESSFUL EXITS

NOT JUST A HOBBY

Page 5: We Are All Digital Startups Now

WHY DO WE PAY SO MUCH ATTENTION TO DIGITAL START UPS?

Page 6: We Are All Digital Startups Now

A STARTUP IS A HUMAN INSTITUTION DESIGNED TO DELIVER A NEW PRODUCT OR SERVICE UNDER CONDITIONS OF EXTREME UNCERTAINTY.

Page 7: We Are All Digital Startups Now

A STARTUP IS AN ORGANIZATION FORMED TO SEARCH FOR A REPEATABLE AND SCALABLE BUSINESS MODEL.

Page 8: We Are All Digital Startups Now

BUT STARTUP LEADERS ARE FACED WITH CLASSIC MARKETING CHALLENGES, TOO

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IT HAS BEEN A LONG ROAD TO THE MOBILE REVOLUTION

Page 10: We Are All Digital Startups Now

THE “READ-ONLY” WEBTHE SOCIAL WEB

10

POST-WEB

ANY MEDIA, ANY DEVICE, ANYWHERE

Web 2.0

WIKIS, BLOGS, SOCIAL

Web 1.0

BROWSER, EMAIL, IM

THE MOBILE ERA

Page 11: We Are All Digital Startups Now

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THE MOBILE REVOLUTION

Page 12: We Are All Digital Startups Now

WEB 1.0

12

THE MOBILE REVOLUTION

Source: http://techcrunch.com/2014/08/21/majority-of-digital-media-consumption-now-takes-place-in-mobile-apps/

Page 13: We Are All Digital Startups Now

WE’RE ALL DIGITAL STARTUPS NOW

Page 14: We Are All Digital Startups Now

UNCERTAINTY PRODUCT GROWTH

SEARCHING REPEATABLE & SCALEABLE

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IN THE MOBILE WORLD, YOU DON’T WIN THE CONSUMER ON TECHNOLOGY.

YOU WIN ON BETTER EXPERIENCES.

THE MOBILE REVOLUTION

Page 16: We Are All Digital Startups Now

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DISRUPTION IS COMING FROM ALL SIDES, QUICKLY.

1

2

YOUR DIGITAL EXPERIENCE IS YOUR BRAND.

3

YOUR COMPETITION ISN’T WHO IT USED TO BE.

THE MOBILE REVOLUTION

4

YOUR APPROACH NEEDS TO EVOLVE.

Page 17: We Are All Digital Startups Now

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DISRUPTION IS COMING FROM ALL SIDES, QUICKLY

Page 18: We Are All Digital Startups Now

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YOUR COMPETITION ISN’T WHO IT USED TO BE

Page 19: We Are All Digital Startups Now

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YOUR DIGITAL EXPERIENCE IS YOUR BRAND

Page 20: We Are All Digital Startups Now

TO WIN, YOUR APPROACH NEEDS TO

EVOLVE.

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Page 21: We Are All Digital Startups Now

PRODUCTS, NOT PROJECTS

1

2

SEARCH FOR GROWTH

WHAT MARKETERS CAN LEARN

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Page 22: We Are All Digital Startups Now

THE MOBILE ERA HAS DRAMATICALLY CHANGED 3 OF THE 4 P’S

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THE MOBILE ERA GIVES US TO A CHANCE TO RETHINK “PRODUCT”

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YOUR DIGITAL EXPERIENCE IS A

PRODUCT.

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Page 25: We Are All Digital Startups Now

IS IT POSSIBLE TO SEPARATE THE DIGITAL FROM THE DRINK?

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IS IT POSSIBLE TO SEPARATE THE EDUCATION & INSPIRATION FROM THE MIX?

Page 27: We Are All Digital Startups Now

THEN

COFFEE SHOP

NOW

DIGITAL SHOP

Page 28: We Are All Digital Startups Now
Page 29: We Are All Digital Startups Now

MY STARBUCKS IDEA

DIGITAL NETWORK

MY STARBUCKS REWARDS

TWEET-A-COFFEE

SQUARE PARTNERSHIP

MOBILE ORDERING

2010 20132008 2012 2015

NYT PARTNERSHIP

20152009

A DIGITAL HISTORY OF

STARBUCKS

Page 30: We Are All Digital Startups Now

THEN

RETAIL CHAIN

NOW

SERVICE PROVIDER

Page 31: We Are All Digital Startups Now

DIGITAL LEADERSHIP

NEW RETAIL EXPERIENCE

OPEN API FOR DEVELOPERS

THIRD-PARTY DEVELOPMENT

OWNED DIGITAL EXPERIENCE

ATARI FIT + BALANCE API

2011 20132010 2012 2015

GLOW + RX REFILL

20152011

A DIGITAL HISTORY OF

WALGREENS

Page 32: We Are All Digital Startups Now

WHAT DOTHE BEST

PRODUCTSDO?32

Page 33: We Are All Digital Startups Now

WHAT DOTHE BEST

PRODUCTSDO?33

REMOVE FRICTION AND ANXIETYMEET EXPECTATIONS OF CORE FUNCTIONALITY & PERFORMANCE

SURPRISE & DELIGHTANTICIPATE THE NEXT WAVE OF PRESSURE

Page 34: We Are All Digital Startups Now

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MEET EXPECTATIONS OF CORE FUNCTIONALITY & PERFORMANCE

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REMOVE FRICTION AND ANXIETY

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SURPRISE & DELIGHT

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ANTICIPATE THE NEXT WAVE OF PRESSURE

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YOU MANAGE PROJECTS TO END. YOU MANAGE PRODUCTS TO ENDURE.

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HOW DOTHE BESTPRODUCTTEAMSWORK?

Page 40: We Are All Digital Startups Now

HOW DOTHE BESTPRODUCT

DETERMINE A CLEAR PURPOSECREATE THE RIGHT STRUCTURE

ESTABLISH GOALS & ACCOUNTABILITYFOLLOW AN AGREED UPON OPERATING SYSTEM

TEAMSWORK?

Page 41: We Are All Digital Startups Now

THE REASON YOUR PRODUCT EXISTS. THE WAY THE DIGITAL EXPERIENCE BRINGS

THAT PURPOSE TO LIFE.

PURPOSE

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TEAMTEAMS ARE CENTERED AROUND THE PRODUCT LIFECYCLE, NOT

PROJECT TIMELINES OR MARKETING CHANNELS.

Page 43: We Are All Digital Startups Now

ACCOUNTABILITYHOW WILL WE KNOW OUR

CORE AUDIENCE LOVES OUR PRODUCT?

Page 44: We Are All Digital Startups Now

OPERATING SYSTEM

A SYSTEMATIC WAY OF WORKING.

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A SYSTEMATIC WAY OF WORKING

1 YEAR PLAN

GOAL DRIVERS

FOCUS AREAS PRODUCT TEAM

Q4

FOCUS

Q3

FOCUS

Q2

FOCUS

Q1

FOCUS

VISION

BUSINESS MODEL SCALE

AUDIENCE PURPOSE + BELIEF

VALUE PROP DESIGN PRINCIPLES

Page 46: We Are All Digital Startups Now

A SYSTEMATIC WAY OF WORKING

Q1 SPRINT PLAN

STANDUP STANDUP STANDUP STANDUP STANDUP SPRINT PLAN

STANDUP STANDUP STANDUP STANDUP STANDUP SPRINT PLAN

STANDUP STANDUP STANDUP STANDUP STANDUP ROADMAP PLANINNG

Page 47: We Are All Digital Startups Now

PRODUCTS, NOT PROJECTS

1

2

CONTINUAL SEARCH FOR GROWTH

WHAT MARKETERS CAN LEARN

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Page 48: We Are All Digital Startups Now

STARTUPS ARE LOOKING FOR GROWTH, FIRST AND FOREMOST.

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Page 49: We Are All Digital Startups Now

IMPLEMENTATIONCREATIVESTRATEGY

10.25.1349

INVESTMENT

TIME

BIG CO MODEL: BET THE FARM, THEN WAIT AND SEE

RESULTS FROM REAL PEOPLE

RESEARCH

WAIT/ANALYSIS

WIN/LOSE

Page 50: We Are All Digital Startups Now

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STARTUPS THINK THERE’S A BETTER WAY

INSIGHTS FROM REAL PEOPLE WIN

PIVOT?

RESULTS

PIVOT?

INVESTMENT

TIME

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THEY ARE WORKING THIS WAY BECAUSE

IT’S LOWER RISK

BETTER CONSUMER INSIGHTSBETTER CREATIVE

FASTER LEARNING

SEARCHING

Page 52: We Are All Digital Startups Now

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10%

90%

EXPERIMENTATION

PROVEN DRIVERS

YOU CAN EMBRACE THIS MODEL TODAY

Page 53: We Are All Digital Startups Now

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10%

90%

EXPERIMENTATION

PROVEN DRIVERS

YOU CAN EMBRACE THIS MODEL TODAY

USE EXPERIMENTATION TO FIND NEW PROVEN DRIVERS

MAKE THE 90% WORK HARDER

Page 54: We Are All Digital Startups Now

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GO?

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DO YOU HAVE A DIGITAL PRODUCT PEOPLE LOVE?

1

2

ARE YOU MORE FOCUSED ON EFFICIENCY THAN GROWTH?

IF YOU ARE THE DIGITAL MANAGER

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Page 56: We Are All Digital Startups Now

THINK ABOUT YOUR DIGITAL EXPERIENCE AS A PRODUCT

1

2

DIFFERENTIATE IS BETTER THAN EFFICIENT MARKETING

3

DEMAND THAT YOUR TEAM START EXPERIMENTING AND SEARCHING

FOR NEW GROWTH

IF YOU’RE THE CMO

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Page 57: We Are All Digital Startups Now

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