Danae Shell - MVP Marketing

Danae Shell @danaeshell, Chief Marketing Officer at Care Sourcer

Transcript

1. #ONECBMeetup2 MVP Marketing
3. ! " #
5. #ONECBMeetup2 EXTREME UNCERTAINTY
6. #ONECBMeetup2 "A startup is a human institution designed to create a new product or service under conditions of extreme uncertainty"
7. #ONECBMeetup2 Your goal You are here Time Knowledge
8. #ONECBMeetup2 Your goal You are here Time Knowledge
9. #ONECBMeetup2 Time Knowledge Your goal You are here
10. You are here Time Knowledge
11. #ONECBMeetup2 Build Measure Learn
12. Certainty Time Knowledge
13. Increased certainty over time Time Knowledge
14. #ONECBMeetup2 https://bit.ly/2qwPKFJ
15. #ONECBMeetup2 MVP Marketing
16. #ONECBMeetup2 1. Two examples of MVP Marketing 2. How to try it yourself Up next
17. #ONECBMeetup2 Would referrals work as an acquisition channel? Question:
18. #ONECBMeetup2 $ ☎ & ' (
19. #ONECBMeetup2 $ ☎ & ' ( ✅
20. #ONECBMeetup2 $ ☎ & ' ( ✅ ✅
21. #ONECBMeetup2 $ ☎ & ' ( ✅ ✅ ❌
22. #ONECBMeetup2 $ ☎ & ' ( ✅ ✅
23. #ONECBMeetup2 Market research Software requirements specification Software selection Implementation and launch Prototype changes Build changes Referral channel
24. #ONECBMeetup2 Market research Software requirements specification Software selection Implementation and launch Prototype changes Build changes ❌ Referral channel
25. #ONECBMeetup2
26. Time Knowledge
27. Time Knowledge
28. Time Knowledge
29. Time Knowledge
30. Time Knowledge
31. Validated channel Time Knowledge
32. Validated channel Time Knowledge
33. #ONECBMeetup2
34. #ONECBMeetup2 How do we optimise fast enough? Question:
35. + Pay-per-click
36. #ONECBMeetup2
37. #ONECBMeetup2
38. #ONECBMeetup2
39. #ONECBMeetup2 Idea Idea Idea Backlog In progress Done Idea Idea Idea Idea Idea
40. #ONECBMeetup2 Build MVP Idea Idea Idea Idea Idea Idea Idea Backlog In progress Done
41. #ONECBMeetup2 Build MVP Idea Idea Idea Idea Idea Idea Idea Idea Idea Backlog In progress Done
42. #ONECBMeetup2 How to try MVP marketing
43. #ONECBMeetup2 1. Cross functional team with clear goals 2. Rapid iteration cycles 3. Autonomy and agency
 MVP Marketing checklist
44. #ONECBMeetup2 Cross-functional teams with clear goals 1.
45. #ONECBMeetup2 ,-./01
46. #ONECBMeetup2 1. Try a “hack week” 2. Call your agencies Borrow a team:
47. #ONECBMeetup2 Rapid iterations 2.
48. #ONECBMeetup2 What could we put live in the next two days? Ask your team:
49. #ONECBMeetup2 Autonomy and agency 3.
50. #ONECBMeetup2
51. #ONECBMeetup2 Set goals and context, then let the team decide
52. #ONECBMeetup2 • New referral channel delivers 60% of all requests per week
 • Max £YYY CPA
 • XXX requests per week Goals:
53. #ONECBMeetup2 Does my team have agency? Do they have access to the technology they need? 
 How long does it take to get new tech approved and set up?
 Do they have a pre-approved budget? 
 How easy is it to sign off spend?
 Do they have access to legal and IT support quickly? 
 Do they have permission and the ability to make things live?
 Can they sign off their own work?

54. #ONECBMeetup2 MVP Marketing ≠ optimisation
55. #ONECBMeetup2 MVP Marketing = innovation
56. #ONECBMeetup2 Time Revenue Optimisation
57. #ONECBMeetup2 Time Revenue Innovation Optimisation
58. #ONECBMeetup2 Thank you! Feedback and questions @danaeshell