In the mobile world, you don't win the consumer on technology. You win on better experiences. Learn how the top brands are positioning themselves to work like a startup.

1. WE ARE ALL
DIGITAL STARTUPS

3. 3
WE PRACTICE INNOVATION FOR OURSELVES

4. 4
WE PRACTICE INNOVATION FOR OURSELVES
$13M IN VENTURE FUNDING RAISED
120 JOBS CREATED
2 SUCCESSFUL EXITS
NOT JUST A HOBBY

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

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

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

8. BUT STARTUP LEADERS ARE FACED WITH CLASSIC MARKETING CHALLENGES, TOO

9. 9
IT HAS BEEN A LONG ROAD
TO THE MOBILE REVOLUTION

10. 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

11. 11
THE MOBILE REVOLUTION

12. 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/

13. WE’RE ALL DIGITAL STARTUPS NOW

14. UNCERTAINTY
PRODUCT GROWTH
SEARCHING
REPEATABLE & SCALEABLE

15. 15
IN THE MOBILE WORLD, YOU DON’T
WIN THE CONSUMER ON TECHNOLOGY.
YOU WIN ON BETTER EXPERIENCES.
THE MOBILE REVOLUTION

16. 1616
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.

17. 17
DISRUPTION IS COMING FROM ALL SIDES, QUICKLY

18. 18
YOUR COMPETITION ISN’T WHO IT USED TO BE

19. 19
YOUR DIGITAL EXPERIENCE IS YOUR BRAND

20. TO WIN, YOUR
APPROACH NEEDS TO
EVOLVE.
20

21. PRODUCTS, NOT PROJECTS
1
2
SEARCH FOR GROWTH
WHAT MARKETERS CAN LEARN
21

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

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

24. YOUR DIGITAL
EXPERIENCE IS A
PRODUCT.
24

25. IS IT POSSIBLE TO SEPARATE THE DIGITAL FROM THE DRINK?

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

27. THEN
COFFEE
SHOP
NOW
DIGITAL
SHOP

29. 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

30. THEN
RETAIL
CHAIN
NOW
SERVICE
PROVIDER

31. 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

32. WHAT DO
THE BEST
PRODUCTS
32

33. WHAT DO
THE BEST
PRODUCTS
33
REMOVE FRICTION AND ANXIETY
MEET EXPECTATIONS OF CORE FUNCTIONALITY & PERFORMANCE
SURPRISE & DELIGHT
ANTICIPATE THE NEXT WAVE OF PRESSURE

34. 34
MEET EXPECTATIONS OF CORE
FUNCTIONALITY & PERFORMANCE

35. 35
REMOVE FRICTION AND ANXIETY

36. 36
SURPRISE & DELIGHT

37. 37
ANTICIPATE THE NEXT WAVE OF PRESSURE

38. 38
YOU MANAGE PROJECTS TO END.
YOU MANAGE PRODUCTS TO ENDURE.

39. HOW DO
THE BEST
PRODUCT
TEAMSWORK?

40. HOW DO
THE BEST
PRODUCT
DETERMINE A CLEAR PURPOSE
CREATE THE RIGHT STRUCTURE
ESTABLISH GOALS & ACCOUNTABILITY
FOLLOW AN AGREED UPON OPERATING SYSTEM
TEAMSWORK?

41. THE REASON YOUR PRODUCT EXISTS.
THE WAY THE DIGITAL EXPERIENCE BRINGS
THAT PURPOSE TO LIFE.
PURPOSE

42. TEAM
TEAMS ARE CENTERED AROUND
THE PRODUCT LIFECYCLE, NOT
PROJECT TIMELINES OR
MARKETING CHANNELS.

43. ACCOUNTABILITY
HOW WILL WE KNOW OUR
CORE AUDIENCE LOVES OUR
PRODUCT?

44. OPERATING SYSTEM
A SYSTEMATIC WAY OF WORKING.

45. 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

46. A SYSTEMATIC WAY OF WORKING
Q1SPRINT
PLAN
STANDUPSTANDUPSTANDUPSTANDUPSTANDUP
SPRINT
PLAN
STANDUPSTANDUPSTANDUPSTANDUPSTANDUP
SPRINT
PLAN
STANDUPSTANDUPSTANDUPSTANDUPSTANDUP
ROADMAP
PLANINNG

47. PRODUCTS, NOT PROJECTS
1
2
CONTINUAL SEARCH FOR GROWTH
WHAT MARKETERS CAN LEARN
47

48. STARTUPS ARE LOOKING FOR
GROWTH, FIRST AND FOREMOST.
48

49. 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

50. 50
STARTUPS THINK THERE’S A BETTER WAY
INSIGHTS FROM
REAL PEOPLE WIN
PIVOT?
RESULTS
PIVOT?
INVESTMENT
TIME

51. 51
THEY ARE WORKING THIS WAY BECAUSE
IT’S LOWER RISK
BETTER CONSUMER INSIGHTS
BETTER CREATIVE
FASTER LEARNING
SEARCHING

52. 52
10%
90%
EXPERIMENTATION
PROVEN DRIVERS
YOU CAN EMBRACE THIS MODEL TODAY

53. 53
10%
90%
EXPERIMENTATION
PROVEN DRIVERS
YOU CAN EMBRACE THIS MODEL TODAY
USE EXPERIMENTATION TO
FIND NEW PROVEN DRIVERS
MAKE THE 90% WORK
HARDER

54. 54
GO?

55. DO YOU HAVE A DIGITAL PRODUCT
PEOPLE LOVE?
1
2
ARE YOU MORE FOCUSED ON EFFICIENCY
THAN GROWTH?
IF YOU ARE THE DIGITAL MANAGER
55

56. 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
56

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58. T H A N K Y O U