Jonathan Butt - Jinn

Transcript

1. A Hop, Skip and Jump from 2 to 6 Jonathan

   Butt, Jinn November 2016

2. A rude awakening: competition increased our CPI 2.5x UberEats launch

   Deliveroo £210m Deliveroo Rebrand & Amazon launch JustEat Rebrand

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

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

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

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

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

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

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

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