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Jonathan Butt - Jinn

Ross Swrve
November 23, 2016
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Jonathan Butt - Jinn

Ross Swrve

November 23, 2016
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Transcript

  1. A Hop, Skip and Jump
    from 2 to 6
    Jonathan Butt, Jinn
    November 2016

    View Slide

  2. A rude awakening: competition increased our
    CPI 2.5x
    UberEats
    launch
    Deliveroo
    £210m
    Deliveroo Rebrand
    & Amazon launch
    JustEat
    Rebrand

    View Slide

  3. Go To Market Strategy: Framework
    Strategy
    Delivery
    Target Vision
    Qualifiers &
    differentiators
    Objectives
    Proposition
    Awareness
    Perception
    Consideration
    eMarketing
    Direct Sales
    Customer service
    Product / service
    Supply
    People
    Offline marketing
    Data and analytics
    Platform / shop
    Market forces
    Competitor
    position
    Market
    changes
    Customer
    actions
    2/10
    2/10
    2/10

    View Slide

  4. Go To Market Strategy: Understanding the
    market Strategy
    Delivery
    Market forces
    Alternatives
    Need
    Enablers
    Who? What?
    How?
    Outcome?
    Why?
    Known?
    Liked?
    Suitable?
    eMarketing
    Direct Sales
    Customer service
    Product / service
    Supply
    People
    Offline marketing
    Data and analytics
    Platform / shop
    Market forces
    Alternatives
    Need
    Enablers
    2/10

    View Slide

  5. Understanding the market, step by step
    Market forces
    Alternatives
    Need
    Enablers
    2/10
    Internal
    perspective
    Personal
    experience
    Network
    hearsay
    6/10
    Population
    perspective
    Customer use
    case
    Published
    developments
    Google consumer survey
    MailChip customer survey
    Socialmention & Google alerts

    View Slide

  6. Strategy
    Delivery
    Market forces
    Alternatives
    Need
    Enablers
    Who? What?
    How?
    Outcome?
    Why?
    Known?
    Liked?
    Suitable?
    eMarketing
    Direct Sales
    Customer service
    Product / service
    Supply
    People
    Offline marketing
    Data and analytics
    Platform / shop
    Strategy
    Go To Market Strategy: Our approach
    Who? What?
    How?
    Outcome?
    Why?
    2/10

    View Slide

  7. Our Approach, driving for the quickest win
    Strategy
    What?
    Who?
    Why?
    Outcome?
    2/10
    Intuitive service
    description
    Founders
    friends
    Self stated
    need
    In platform
    measurement
    FB audiences & case studies
    Workshop & internal interviews
    }
    6/10
    Behavioural
    use cases
    CPA & ROI
    Broadly
    accepted vision
    & proposition
    AppsFlyer mobile measurement

    View Slide

  8. Go To Market Strategy: Execution
    Strategy
    Delivery
    Market forces
    Alternatives
    Need
    Enablers
    Who? What?
    How?
    Outcome?
    Why?
    Known?
    Liked?
    Suitable?
    eMarketing
    Direct Sales
    Customer service
    Product / service
    Supply
    People
    Offline marketing
    Data and analytics
    Platform / shop
    Delivery
    Known?
    Liked?
    Suitable?
    eMarketing
    Direct Sales
    Customer service
    Product / service
    Supply
    People
    Offline marketing
    Data and analytics
    Platform / shop
    2/10

    View Slide

  9. 2/10
    Execution, one stab at a time
    Delivery
    Awareness
    Direct Response
    Data &
    Analytics
    Opportunistic
    Single ads
    Customer
    services
    Monochannel
    Smartly FMP & testing regime
    Investor focused
    6/10
    Learnings &
    improving CPA
    Social media
    responsive
    Consistent &
    seasonal
    Business
    informative
    Zendesk multi channel response
    Tableau compiling & visualisation
    Brand guidelines & calendar

    View Slide

  10. ●  Three phased: action,
    action and action
    ●  Make good and
    excellent friends
    ●  Aim for the quickest
    win
    ●  Use off the shelf tools
    until untenable
    A hop, skip and jump has progressed Jinn to a 6

    View Slide