learnings from spotify and wrapp
TRANSCRIPT
Learnings from Spotify and Wrapp
Lisa Enckell, @enckelli, [email protected] Andreas Ehn, @ehn, [email protected]
EV Hive, Jakarta, January 12, 2016
75 million active users
$3 billion paid to rightsholders
30 million songs1.5 billion playlists
58 markets
20 million paying subscribers
Disrupting an establishedindustry
Scaling technology and product
Scaling the organization
Product–market fit is not always obvious
Marketing for early-stage startups
Go-to-market strategy
Phase 1Invite only
Phase 2Public launch
Phase 3Growth
Testers Influencers Early Adopters Early Majority Late Majority
Make a plan
Situation
Objectives
Target audience
Value proposition
Strategy
Tactics
Timeline
Go-to-market strategy outline:
Positioning
“The act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s mind”
Positioning
Who is it for (target audience)?
What is it (category)?
What does it offer (benefits)?
Positioning
Everyone
Target audience
Target audience
Pick your “Katie”
Category
The period tracker Clue
Picking category is about choosing what you’re not
Not a fertility app Not a contraception
Create a new category
Include the user benefits in your value proposition
Example: Go-to-market strategy for Wrapp
Example: Wrapp
Situation – Totally un-known (no brand awareness).
Give away “free money”, risk of being seen as shady
Objectives – Establish the category “social gifting”
and become the number one
Goals – 20,000 redemptions within three months
Example: Wrapp
Target audience – “Katie” - loves shopping with her
friends and spends a large share of her disposable
income on expressing herself with clothes and
accessories
Value proposition – Save money and get rewarded
for shopping at your favorite stores
Strategies – Ride merchant partners’ brand coattails
Tactics – Co-written press releases, campaigns in
retailers’ social-media and email channels
Example: Wrapp
Growth
What’s good for the business
Measure the right things
vs What makes us look good
Sign up Share
The viral loop
Sign up Share
See
Desire to share
The viral loop
Sign up Share
See
Desire to share
On-ramp
The viral loop
Sign up Share
See
Desire to share
On-ramp
Branching factor
The viral loop
Maximize viral factor K = ICMaximize no of invites I
Maximize conversion rate CMinimize cycle time p
In summary:
Sign up to redeem
Give gift card
Receive gift card
See birthday
Wrapp’s viral loop
Sign up to redeem
Give gift card
Receive gift card
See birthday
Featured by retailers
Every day is someone’s
birthday
Wrapp’s viral loop
Win-win-win
Desire to share
Opportunities in Indonesia
When there’s a gold rush
– sell picks and shovels
What do all of them need?
