product innovation: scaling a platform business...

Product Innovation: Scaling a Platform Business InternationallyDanny DenhardMarch 2019

! In 19 years JustGiving has raised $5b dollars for great causes around the "

There is almost $19 billion (yes with a B) total addressable market in donations in 2019 #

Did You Know?

Here is JustGiving In A Nutshell

Last year we knew we had to think

We want to crack the American market

We want to crack the American marketgo into

world’s biggest and most demanding

!

Some theories that might help

My theory

People ProductPartnerPlatform

It has to be thought in this way

My theory

People ProductPartnerPlatform

Is our product right? Will it work in market?

Do we have the right people? And number of?

Can we be the right partner in market?Will we become the platform of choice?Or is being the second platform ok?

Ask the right questions first

What, Why, How, When, Where

Do you know how to collate and calculate

Total Addressable Market?

Or share of wallet

There are two options when you are taking a business internationally (budgets, people, locations & logistics aside)

1. Go all guns blazing and go to market 2. Get to market and optimise

Very rarely do people go all guns blazing

Why?

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!And confidence

Very rarely do you ever get the budget you want, need or desire.

Marketing ROI Those pesky finance people will never align with us marketers.

Remember marketing magic & budget can only work if your product is a 8/10

And the product is going to improve

Apply the following checks:

Are we relevant? Cultural difference check Local difference check Language check Second language check

Keep in mind, having a product that scales cross borders easily is rarer than !"

Why? Money, laws, language, culture

Products that scaled; Communications like email, social, IM & entertainment & photos / cameras

Q. Are you really a utility?

Make everything you decide fit on one page and share to your organisation

Clear communication beats everything

Actions for you take

Things that rarely get talked about

Get to market

Go to market

Play in market

Win the market ⁉ You won’t be able to jump here ⁉

Always…

Obsess about the customer not competition

Best In

Class

Delight

Surprise

!

Expected

"

#

$

You are likely here today %

Your aim by end of 2019

Ultimate aim by end of 2020 &

Use my adopted Framework:Keep Cure Copy Kill

Audit your competitors and then audit your existing product

Audit Keep Cure Copy Kill

Feature a

Feature b

Feature c

Feature d

Good Growth People Will

Take on this challenge and bring together product, design, UX, UI, analytics, marketing and data science and attack this hard

Summary: Go Ask Yourselves

Question Yourself On• What are we going to win with?• What are you uniquely good at?• What are you going to do 10x better than

competitors?• Would your mum recommend your product?• Would she pick up the phone to someone in

your new markets?• What’s the priceless smile / happy moment? • What is our un-scable delight we will win with?• If you don’t have a brand how are you going to

build via your product? • Then…How do we market these?

Any Questions?

Danny Denhard

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