ready for ten, fruitshoot's platform for parents of 6 to 9 year olds
DESCRIPTION
An introduction to Ready for Ten, FruitShoot's parenting community for parents of 6 to 9 year olds, by Made by ManyTRANSCRIPT
Fruit Shoot's 'Ready for Ten'
a real-time peer-to-peer parenting platform for the future
http://readyforten.com
Different audience
Life before the year 2000
#1
* Source: Hall & Partners brand health tracking
82%
* Source: Britvic internal tracking
15 bottles sold every second
Getting it right with kids and mums
Kids: skills platform
http://fruitshoot.com
(...but we don’t want to teach parents how to beatbox)
Always be mum’s 1st choice
Different audience
Different message
Different platform
Marketing campaign cycle
Consumers don’t want to be neglected half the time (& they don’t think in one-off campaign terms)
They definitely don’t want to be shouted at via a one-way
communication
BrandingNPD
Publicity
And it’s no longer just a few people who want a more meaningful
connection with brands
More than 55% of people want to have an ongoing dialogue with brands
ExpoTV Survey 2008
But if you’re not providing utility (that means making life easier, better
or more fun), people will simply...
Paid media Earned media
From this... to this
Fruit Shoot extends the traditional marketing cycle
TV ads
Advertiser Funded Programming
Fruitshoot.com
+Readyforten.com
What’s in it for me?
The web is a relevance platform
Mapping the 6-9 gap: a service for parents of six to nine year olds
Launch with the smallest viable release
Act like a start-upMxM
An integrated team
client
strategic planners
project manager
product owner
developers
service and interaction designers
client
project manager
product owner
developers
service and interaction designers
Marketers, join the team
strategic planners
marketer
Our approach to building is Lean and Agile
big strategynew
big strategyuser research
adjustdesign
and build
measure
Conventional, linear development processBig ideas, big bang launch, big budgets
Iterative, Agile, emergent development processMicro-strategies, big insights, rapid iterations
little strategy
plandesign launch
measure
insights
little strategy
adjustplandesign launch
measureplan
design launch
measure
insights
little strategy
adjust
learning curve
learning curve
A. Continue
B. Try
som
eth
ing
else
*This diagram was nicked from David Armano. Thanks, David.
Minimise total time through
iteration
userroles
userstories
As a registered user, I want to be able to...
1 2 3 5
storypoints
Story 1Story 2Story 3Story 4Story 5
prioritise42
sprintestimate
B CAsprint
planning
Definition
storypoints
1 2 3 5
*Agile projects are 37% faster delivering software to market, 16% more productive and have no more bugs/defects than traditional projects, despite compressed time schedules (Source: The Agile Impact Report, Proven Performance Metrics from the Agile Enterprise, QSMA)
Rapidly evolving design
Strategy is made constantly, not decided up front and
passed down the line
No product survives first contact with consumers
clickable prototypes
user workshops user polls
user testinghttp://www.flickr.com/photos/csessums/1520336143/
Be prepared... for frank feedbackto ‘kill your darlings’to make changes
Ready for Ten: the service
Parent and expert blogs
Real-time: @readyforten
VIP Club
Skills
Skillscape
Britvic: Marketing with meaning
To sum up:
1. Act like a start-up 2. Put the consumer first,
involve them throughout3. Think big, start small4. Adapt through feedback
and iteration5. Strategy is made constantly,
not decided up front
MxM
Thank you
http://readyforten.comChrissie Richardon, Fruit Shoot Brand Manager, BritvicCharlotte Hillenbrand, Account Director, Made by Many (@crashtherocks)Tim Malbon, Founder, Made by Many (@malbonster)