Jonathan Butt - Jinn

Transcript

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

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

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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
   

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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
   

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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
   

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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
   

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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
   

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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
   

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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
   

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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
    

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