the startup code: applying startup thinking to mobile marketing
DESCRIPTION
Our CEO Arthur Policarpio's talk for Spikes Asia 2014. In this presentation, he talks about why brands are investing in startups and what agencies can learn from themTRANSCRIPT
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Why do the best mobile
ideas come from here
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And not in agencies?
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Mondelez partnered with startups and they are given
90 days to scale and launch into the
market.
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PepsiCo handpicks 10
startups who can pilot their
technologies to market
PepsiCo brands.
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Start-ups get the opportunity to work on global Unilever
projects and be mentored by Unilever’s top marketers
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Choremonster
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Choremonster
Received $120,000 in
investment capital
and mentoring from
top Disney executives
http://disneyaccelerato
r.com/mentors/
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Welcome to the
new mobile economy
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$18 B 600 employees
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$18 B 600 employees
$ 17 B 71,800 employees
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$10B 100 employees
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$10B 100 employees
$15 B 62,553 employees
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$ 10 B 1,000 employees
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$ 10 B 1,000 employees
$3 B 16, 160 employees
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How can brands
adapt to a mobile
world?
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Applying Startup Thinking to
Mobile Marketing
» Create Products, Not Campaigns
» Test, Learn and Scale
» Speed
» Failure = Progress
» Risk-Taking
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Awards Creativity
Technology
Agency bias to creative flair, awards
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But what keeps CEOs awake at night?
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3 Things that Matter to CEOs
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Startups don’t think of mobile as just a media channel.
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• marketing
• commerce/distribution
• customer service
• research
• product development
• business model
Mobile is a
Business Transformation Platform
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Treat Advertisers as Venture Capitalists
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1. Show them how they’ll earn from
the mobile product.
Treat Advertisers as Venture Capitalists
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2. Let them co-create and co-own it
1. Show them how they’ll earn from
the mobile product.
Treat Advertisers as Venture Capitalists
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3. Have a long-term plan.
What would it generate in 6 months?
12 months?
2. Let them co-create and co-own it
1. Show them how they’ll earn from
the mobile product.
Treat Advertisers as Venture Capitalists
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Nike focused on the product
In 2010, Nike launched
the Nike+ app, which
even non-Nike owners
can use.
In 2006, launched a
sensor + iPod running kit
to track distance, calories
burned, and pace.
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Track your activity through
out the day.
Join a community of fitness
enthusiasts. Get a fitness program
tailored for you.
Something that can be used everyday!
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And it paid off
Over 7 million Nike+
community members
Revenue up 16% to
USD $24.1 B --
the highest rate in 15
years
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WARNING: This process is
irreversible!
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Nail it, then scale it
Build Minimum Viable Product (MVP)
Launch and get feedback
Refine
NOW Massive marketing launch
PR stunts
Additional features
LATER
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Remember: this can’t be the other way
around!
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Facebook started as a ‘Hot or Not’ site for
Harvard
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Then Facebook added the Newsfeed
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Facebook today
Ad network
Facebook Developers
Facebook Connect API
Newsfeed
1.23B monthly
active users
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Speed is Critical
“If we can reduce the time
between pivots
We can increase our odds of
success
Before we run out of money”
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“If we can reduce the time
between pivots
We can increase our odds of
success
Before we run out of money”
Why launch fast? You get to test your
ideas directly with the people who will
use the product.
Speed is Critical
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What you did in 6 months,
we can do in 24 hours
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We need to move from this...
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24 hours
To this:
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Launch a “Minimum Viable Product”
(MVP) Quickly
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Launch a “Minimum Viable Product”
(MVP) Quickly
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How it works
Add a friend and send
him a Yo
Your friend receives a Yo
from you
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Why Yo was born
Hogeg approached Arbel to request for a simple way to get in touch with
his assistant on his smartphone.
Moshe Hogeg, CEO and founder of
Tel Aviv company Mobli, Co-Founder
of Yo
Or Arbel, iOS developer
at Mobli; Co- Founder
of Yo
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Now, Yo evolved into a service
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Get a Yo when your favorite soccer
team scores a goal
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Get a Yo when your package from
Fedex is ready
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Mind-boggingly simple
valuation
$10M
8 hrs Time it took to develop Registered users
2.5 M
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The “Perfect App” Doesn’t Exist
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"We apologize for the great inconvenience experienced
by users, and are working around the clock to prepare
iOS 8.0.2 with a fix for the issue, and will release it as
soon as it is ready in the next few days." a
company spokesperson told The Verge.
The “Perfect App” Doesn’t Exist
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Failure =
Learning Experience =
Product/Business Evolution
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Never stop developing
GRABTAXI: Over 100 iterations in a year!
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Airbnb : A ‘dumb’ idea
Co-founder Brian Chesky and his other partners were rejected multiple times
by investors, who told them that their idea was
totally dumb.
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Airbnb : A ‘dumb’ idea
Their idea? Convince people to rent
out their homes to complete strangers.
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To fund their business, Brian and his
co-founders sold cereals (Obama O’s
and Breakfast of Change) to attendees
of the Democratic National Convention
in November 2008.
Airbnb: Pushing ahead
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Active properties
200,000
10 M Guest nights booked
from 2008 to June 2012 Hotel night booked every
two seconds
1
100% Growth rate of Active
properties for the past five
months
26% Traffic from mobile
Finding success
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Valuation
$2.5 B
Finding success
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Why can’t marketers
think like these “crazy
ones” when it comes
to mobile?
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Progress happens
because of the
crazy ones who
were willing to take
a risk and
re-invent the game.
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This entrepreneurial
culture and spirit of
taking risks amongst
marketers is what
the mobile industry
needs at this point.
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