groop skool digital add workbook

© Groop Skool 2010-2011

TMSimplify Digital.

This workbook belongs to:

Digital ADDBreaking Through

© Groop Skool 2010 - 2011

TMSimplify Digital.

Table of Contents

2

Executive Breakfast Agenda

About The Groop

1. The Goal Setting Toolkit

2. The Brainstorming Toolkit

3. Prioritization Toolkit

Notes


TMSimplify Digital.

Agenda

7:30 to 8:00 Check-in, networking and breakfast

8:00 to 8:10 Introduction & audience questions

8:10 to 8:25 Toolkits

8:25 to 8:55 Interactive Panel

8:55 to 9:00 Wrap up

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TM Simplify Digital.

About The Groop

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The Groop is an award winning digital agency that helps

brands grow, online, on mobile, and on TV. Since 2001 we

have helped advertising agencies, media companies and

lifestyle brands create marketing, e-commerce and video

platforms. We have collaborated with the likes of Wieden +

Kennedy, Crispin Porter, NBC, ESPN, The French Laundry

and Disney. We believe that successfully marrying creativity,

business, technology and marketing is the key to building a

sustainable business.



5

The Goal Setting Toolkit

60 Minutes


TMSimplify Digital.

Worksheet Objective

Every business has a myriad of things it CAN/WANTS to do - the

question that helps us build towards success is what does YOUR

business NEED to do?

The purpose of this exercise is to evaluate the business objectives of

your organization around the 3 core activities of a business:

1) Increase Revenues (Or better yet profit)

2) Decrease Costs (Increase Efficiency)

3) Increase Market Share (Awareness)

The goal of this exercise is to objectively evaluate and prioritize YOUR

business goals in order to provide focus, relevance and actionability as

we start this process. Choose one of the objectives above and follow

the instructions in the next few pages.

Do this together with key stakeholders.

Remember that the goal is to get everyone’s input so that they feel like

they participated in the decision making process.

This helps drive alignment.

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Business Goals / Increased Revenue

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IdeasObtaina

blity Desire Total

Add your idea in the left column and then on a scale of 1 to 5, 5 being most rate

how obtainable your idea is and how desirable it is. Enter your total in the Total Column.


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Example - Increase Revenues

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Ideas Obtainablity

Desire Total

Commission based revenue 5 5 10

Fixed monthly fee 5 5 10

Fixed transaction fee 5 4 9

Subscriptions for shoppers 5 3 8

Charge for store listing enhancements 3 3 6

Premium listings (e.g. gold / silver / reg.) 5 4 9

Listing packages 4 1 5

Advertising 5 5 10

Affiliate sales 4 2 6

Matching services (list / request) 4 5 9

Sales training 4 4 8

Self published goods 2 1 3

Suggested products / similar 3 3 6

Selling in lots 5 5 10

QuestionHow to increase SB’s % of the ~$4k per year spent per child on these goods


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Business Goals / Decrease Cost

9

IdeasObtaina

blity Desire Total

Add your idea in the left column and then rate it on a scale of 1 to 5, 5 being most on



TMSimplify Digital.

Business Goals / Increase Market Share

10

IdeasObtaina

blity Desire Total

Add your idea in the left column and then on a scale of 1 to 5, 5 being most rate



TMSimplify Digital.

Notes

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12

User Brainstorming Toolkit



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Why do I need to do this?

You know that customers are the most important thing in your business and therefore they are the most important driver of what you do online.

Creating a tangible picture of who your customer is requires you to “really see them” and to understand their needs. The first step is creating a customer profile. Whether you have done many of these or this is your first time our goal is to help you make these customers real, both in their profile form here but also in sales.

How do I come up with my customers?

If you are an existing business, you know them because you deal with them all the time. More importantly you likely have some data of who they are. If you are a new business and have already defined them you have them written down somewhere or in your head. If you are the founder of a start-up there is a high likelihood that you yourself are the main customer profile or know someone close to you is.

Who are your customers?



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What do I need to define about my customer?

To start a name, any name. One that reflects their background. Giving them a name begins to make them real. You don’t have “customer 1” as a customer, you have Linda Johnson as a customer. Second demographic information such as age, gender, income & marital status. Third, their story. Describe the situation they are in that has created potential interest in your product or service. 4th, what do they need from your product or service? This can be a feature or it can be an attribute of how the feature work such as “easy to use”.

Betty Peterson - “The “Accidental Entrepreneur”

Female, Brooklyn New YorkAge: 32, Ex - Advertising Creative DirectorIn a relationship

Betty just got laid off from an Ad agency where she was a creative director. Betty loves all things “Home”. From hand knit pillows, to cooking to decorating. She is already a big seller on Etsy.

Understands the internet, but not the first thing about business. Wants info in “her language”.Wants to start her own online store and brand.She needs to know about ecommerce. She also needs to know the basics of how to start a business. It needs to be super easy to user and understand.

Name

Story

Needs



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Picture Picture Picture

Name

Story

Needs

Create 3 users profiles for your online business. Start with the name, then the story then their needs. Finish by finding a picture in a magazine or online that you feel best represents what the user looks like.


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Example

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Light User Active User The Celebrity

“Betty Eno” - “The DIY-er - Future Martha Stewart”Female, Brooklyn New YorkAge: 31EngagedEx - Advertising Creative Director

“Abhay Modi” - “The Frugal Gadget Dude” Male, Austin, TexasAge: 26Software Engineer Single

“Anna Walker” - “The Celebrity DealPro” Female, Detroit Michigan Age: 46 Former Auto workerMarried, 3 kids

Story Betty just got laid off from an Ad agency where she was a

creative director. She is a “planner” and has sufficient savings until she

gets another job. Betty loves all things “Home” and “Cooking”. Her blog

http://epicureanquest.blogspot.com/ gets good traffic and

attention. Now that she has some time she is beginning

to plan a business around her blog.

Abhay is an engineer at an Austin tech company. He prides himself at having all the latest tech at the greatest prices. He wears “savvy frugal” on his shoulder. He loves being helpful and sharing. Makes him feel valuable and smart.

Anna worked in the Automotive industry for 20 years.

Assembly line worker for 12 years, Administrative Assistant to UAW Labor Relations Dir. for 8 years. She took voluntary retirement and used her buyout to

start her own online business. She writes the blog DetroitDealMama.com. She will introduce her

upcoming book “Deal with It Honey: Living Large at a

Small Price & Other Adventures in Stylish Frugality” on Oprah.

Needs ‣To have fun while finding deals

‣Easy to use commenting tools

‣The best deals‣To know how Savings.com could fit her new venture

‣To make new online friends‣To get followers for her blog‣To discover that she could provide value to others by

sharing her awesomeness.

‣People to like his deals‣Affirmation from other users‣The best deals‣Feedback ‣To increase his following‣To know how to better promote himself

‣API for him to make his own Savings.com apps

‣Easy to use site, she is busy‣Easy to integrate features‣To know that Savings.com will increase her traffic

‣To know that Savings.com won’t damage her image

‣ Monetization possibilities ‣Exposure‣Feedback & ideas from her fans

Value Prop

Save money, interact and have fun, “you too can be a

DealPro”. “It’s easy!”Get recognized while sharing your vast wisdom with the unwashed masses. You are a “Nerd” god. Chicks dig you.

Savings.com is an awesome partner to help grow your brand and user base. They will help me make more money.

Core Message

Save money, have fun & discover that you could be a

DealPro. It’s super easy.Others will know you are a god on Savings.com and chicks will dig you.

We are an awesome partner to help you grow your brand and users which will help you make more money.

DealProUser Profiles

Please Note: These profiles are done with DealPro recruitment in mind. They are figurative and should only be used as a guide.


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Notes

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18

Prioritization Toolkit


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Prioritized Needs

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Type

Name

Top 3 Needs

Features for Need #1

Functionality for Need #1







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Prioritized Needs Example

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Type High End Residential Entrepreneurial Commercial Institutional

Name Jorge Coen, DirectorJulie & Linda Lu, Fashion

Designers

Janine Smith, Exec. Dir. of School of Science &

Technology

Top 3 Needs# 1. audio/visual# 2. can’t be intimidated# 3. credentials

# 1. media validation# 2. story clarity# 3. all must be beautiful

# 1. assurance# 2. legacy# 3. professionalism


Video Media Examples, Inspiring Photos/Motion, Narrative story, Graphically Rich

History of PTA, Consistency, Articulation, Motives, Drivers

Evidence, peerage (approval from those around), Awards


View on mobile, experimental narrative, cinematic imagery

Video, Press kits, releases, one sheets, editorials, louder messaging

List of accomplishments, transference of past projects, Print pages/pdf’s, work samples


No jargon, Confidence in approach, Simplicity, Stories and Cases

Multiple locations of press, popular culture, non-architecture press, Part of social

Visualization, values and needs, projection of institution’s future


Vernacular language/simple, speak from wisdom, not knowledge

Functions/Events, Social media, video, blogs, partnerships

Presentation style & deck structure, interview/pitch approach, beautiful renderings


Voice & writing, credentials, appearances, authenticity

See the work, live in the work, experience the work

Documentation, process, speaking, team, leadership & facilitation, network


Blog, testimonials, walkthough a project from a personal perspective, Interviews

Big images, well-cropped, “architecture images” transitions,

Biographies, history, meeting systems, objectives, structure of process



TMSimplify Digital.

Notes

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groop skool digital add workbook

Education

tmsimplify digital

total column

sustainable business

existing business

new business

award winning digital

left column

main customer prole