go-to-market strategy, positioning and viral growth
TRANSCRIPT
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Go-to-market strategy, positioning and viral
growth
Luleå November 12, 2015 Lisa Enckell, @enckelli
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Positioning
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“The act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s mind”
Positioning
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Who is it for (target audience)?
What is it (category)?
What does it offer (benefits)?
Positioning
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Everyone
Target audience
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Target audience
Pick your “Katie”
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Category
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Why is the category important?
– Determines when our product gets considered
– Defines the competition
– Shapes expectations
– Guides evaluation
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The period tracker Clue
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Create a new category
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Who are the competitors?
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POPs and PODsPoints of parity Points of difference
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Differentiation
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1. What’s the category?
2. Pick one competitor
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Go-to-market strategy
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Situation
Objectives
Goals
Target audience
Value proposition (main benefit)
Strategy
Tactics
Timeline
Go-to-market strategy outline:
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Value proposition
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Phase 1Invite only
Phase 2Public launch
Phase 3Growth
Testers Influencers Early Adopters Early Majority Late Majority
Make a plan
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Example: Wrapp
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Example: Wrapp
Situation – Totally un-known (no brand awareness).
Give away “free money”, risk of being seen as shady
Objectives – Establish the category “social gifting” and
become the number one
Goals – 20,000 redemptions within three months
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Example: Wrapp
Target audience – “Katie” - loves shopping with her
friends and spends a large share of her disposable income
on expressing herself with clothes and accessories
Value proposition – Save money and get rewarded for
shopping at your favorite stores
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Strategies – Ride merchant partners’ brand coattails
Tactics – Co-written press releases, campaigns in retailers’
social-media and email channels
Example: Wrapp
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Viral growth
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The viral loop
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See
Desire to share
The viral loop
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On-ramp
The viral loop
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On-ramp
Branching factor
The viral loop
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Viral factor K = I・C
Invites I Conversion rate C Cycle time p
Given that I get a new customer today, how many new customers will they bring in over the next p days?
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0 5 10 15 20
0
50
100
150
200
K = 1.2
K = 1.1
K = 0.5
For different values of viral factor K
Users
Weeks
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0 5 10 15 20
0
100
200
300
400
500
p = 0.5
p = 1
p = 2
For different lengths of cycle time (K=1.1)
Users
Weeks
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Maximize viral factor K = IC
Maximize no of invites I Maximize conversion rate C
Minimize cycle time p
In summary:
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Sign up to redeem
Give gift card
Receive gift card
See birthday
Wrapp’s viral loop
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Give gift card
Receive gift card
See birthday
Featured by retailers
Every day is someone’s
birthday
Wrapp’s viral loop
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Win-win-win
Desire to share
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Thank you!
Luleå November 12, 2015 Lisa Enckell, @enckelli