go-to-market strategy, positioning and viral growth

Go-to-market strategy, positioning and viral

growth

Luleå November 12, 2015 Lisa Enckell, @enckelli

govote.atUse the code 57 47 99

Positioning

“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

Who is it for (target audience)?

What is it (category)?

What does it offer (benefits)?

Positioning

Everyone

Target audience

Target audience

Pick your “Katie”

Category

Why is the category important?

– Determines when our product gets considered

– Defines the competition

– Shapes expectations

– Guides evaluation

The period tracker Clue

Create a new category

Who are the competitors?

POPs and PODsPoints of parity Points of difference

Differentiation

1. What’s the category?

2. Pick one competitor

Write down three POPs

(points of parity)

govote.at 57 47 99

Write down three PODs

(points of difference)

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Go-to-market strategy

Situation

Objectives

Goals

Target audience

Value proposition (main benefit)

Strategy

Tactics

Timeline

Go-to-market strategy outline:

Value proposition

Phase 1Invite only

Phase 2Public launch

Phase 3Growth

Testers Influencers Early Adopters Early Majority Late Majority

Make a plan

Example: Wrapp

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

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

Strategies – Ride merchant partners’ brand coattails

Tactics – Co-written press releases, campaigns in retailers’

social-media and email channels

Example: Wrapp

Viral growth

Sign up Share

The viral loop

Sign up Share

See

Desire to share

The viral loop

Sign up Share

See

Desire to share

On-ramp

The viral loop

Sign up Share

See

Desire to share

On-ramp

Branching factor

The viral loop

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?

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

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

Maximize viral factor K = IC

Maximize no of invites I Maximize conversion rate C

Minimize cycle time p

In summary:

Sign up to redeem

Give gift card

Receive gift card

See birthday

Wrapp’s viral loop

Sign up to redeem

Give gift card

Receive gift card

See birthday

Featured by retailers

Every day is someone’s

birthday

Wrapp’s viral loop

Win-win-win

Desire to share

bit.ly/lisascourse

Thank you!

Luleå November 12, 2015 Lisa Enckell, @enckelli