ed relf, laundrapp: fail to prevail - embracing failure and scaling disruptive business models @...
TRANSCRIPT
![Page 1: Ed Relf, Laundrapp: Fail to prevail - Embracing failure and scaling disruptive business models @ ad:tech 2016](https://reader030.vdocuments.us/reader030/viewer/2022013013/58845b651a28ab903b8b71e3/html5/thumbnails/1.jpg)
Private & Confidential. Property of Laundrapp Limited.
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Private & Confidential. Property of Laundrapp Limited.
#edrelf #laundrapp
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Private & Confidential. Property of Laundrapp Limited.
entrepreneur / investor / metric marketer
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Private & Confidential. Property of Laundrapp Limited.
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Private & Confidential. Property of Laundrapp Limited.
”embracing failure & scaling disruptive business models”
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Private & Confidential. Property of Laundrapp Limited.
”laundrapp case study”
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Private & Confidential. Property of Laundrapp Limited.
”and some useful insights”
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Private & Confidential. Property of Laundrapp Limited.
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Private & Confidential. Property of Laundrapp Limited.
a revolution in laundry & dry cleaning
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Private & Confidential. Property of Laundrapp Limited.
that revolution is digital
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Private & Confidential. Property of Laundrapp Limited.
dry cleaning & laundry to your door.
Private & Confidential. Property of Laundrapp Limited.
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Private & Confidential. Property of Laundrapp Limited.
a remote control for your laundry
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a remote control for our lives
Private & Confidential. Property of Laundrapp Limited.
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the convergence of digital & real world services
Private & Confidential. Property of Laundrapp Limited.
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the power to change consumer habit & behaviour
Private & Confidential. Property of Laundrapp Limited.
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and disrupt multi-billion pound industries
Private & Confidential. Property of Laundrapp Limited.
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Private & Confidential. Property of Laundrapp Limited.
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a multi-billion pound industry ripe for a digital revolution
Private & Confidential. Property of Laundrapp Limited.
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Private & Confidential. Property of Laundrapp Limited.
a walk down the high street…
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Private & Confidential. Property of Laundrapp Limited.
…and a cod & chips lunch.
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we’re taking war to the washing machine!
Private & Confidential. Property of Laundrapp Limited.
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Private & Confidential. Property of Laundrapp Limited.
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Private & Confidential. Property of Laundrapp Limited.
Driver app technology used by driver fleet
Supplier management, fleet management, order management platform
Cutting edge consumer app technology
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Private & Confidential. Property of Laundrapp Limited.
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Private & Confidential. Property of Laundrapp Limited.
”pivoted to success”
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Private & Confidential. Property of Laundrapp Limited.
”an aggregator for the dry cleaners”
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+Private & Confidential. Property of Laundrapp Limited.
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Private & Confidential. Property of Laundrapp Limited.
Most don’t ’get’ the digital opportunity
Many outsource cleaning
Challenging logistics / supply chainDifficult to maintain quality
Lack of control over customer interaction
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Private & Confidential. Property of Laundrapp Limited.
“delivery & logistics management”
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+Private & Confidential. Property of Laundrapp Limited.
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Private & Confidential. Property of Laundrapp Limited.
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Private & Confidential. Property of Laundrapp Limited.
Radically improved service levels
Additional tech requirementFleet management overhead
Reduced requirement for multiple suppliers
Improved margins
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Private & Confidential. Property of Laundrapp Limited.
“own the supply chain”
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+Private & Confidential. Property of Laundrapp Limited.
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Private & Confidential. Property of Laundrapp Limited.
Custom end to end tech platformHigh scalable
Full supply chain managementReal-time data analytics on every interactionReal-time customer satisfaction levels
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Private & Confidential. Property of Laundrapp Limited.
“the laundrapp platform”
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Private & Confidential. Property of Laundrapp Limited.
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Private & Confidential. Property of Laundrapp Limited.
but lets be honest…we’re all learning
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Private & Confidential. Property of Laundrapp Limited.
because everything is constantly changing…
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Private & Confidential. Property of Laundrapp Limited.
the world’s most advanced on-demand laundry & dry cleaning
platform.
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Private & Confidential. Property of Laundrapp Limited.
“but we still have challenges”
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Private & Confidential. Property of Laundrapp Limited.
High cost UA, mobile first services
The increase of mobile first competition
The declining retention curvePeople are downloading fewer apps!
Cutting through the noise
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Private & Confidential. Property of Laundrapp Limited.
App Fact 1
1,500 new apps daily
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Private & Confidential. Property of Laundrapp Limited.
App Fact 2
2,000,000 apps available
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Private & Confidential. Property of Laundrapp Limited.
App Fact 3
top 3 apps, 80% usage
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Private & Confidential. Property of Laundrapp Limited.
App Fact 4
average person uses 5 apps
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Private & Confidential. Property of Laundrapp Limited.
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Private & Confidential. Property of Laundrapp Limited.
App Fact 5
Half of all apps downloaded by 7% of users!
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Private & Confidential. Property of Laundrapp Limited.
App QuestionAverage number of apps downloaded
by smartphone users per month?
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Private & Confidential. Property of Laundrapp Limited.
0
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Private & Confidential. Property of Laundrapp Limited.
so how can we win?
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I don’t know, but here’s some things i’ve learnt…
Private & Confidential. Property of Laundrapp Limited.
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Private & Confidential. Property of Laundrapp Limited.
create a “Fail First” culture!top down / MVP everything / embrace failure / scale successes
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Private & Confidential. Property of Laundrapp Limited.
iterative metric driven development processbaking marketing into product development
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Wire
fram
ing
/ UI /
Spe
cPr
oduc
t De
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me
ntPr
e-Al
pha
Alph
a
Beta
Clos
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Soft
Laun
ch
/ Ope
n Be
ta
Chec
kpoin
t 1
(KPI
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eckp
oint 2
(K
PI 2)
Chec
kpoin
t 3
(KPI
3)Ch
eckp
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Chec
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5)
Mark
eting
La
unch
/ Liv
e Se
rvice
Frequ
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ive
Upda
tes
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If you’re not embarrassed by the first version, you’re moving
too slowly– Reid Hoffman
Private & Confidential. Property of Laundrapp Limited.
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Soft
Laun
chCh
eckp
oint 1
(K
PI 1)
Chec
kpoin
t 2
(KPI
2)Ch
eckp
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(K
PI 3)
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Glob
al La
unch
/
Live S
ervic
e
Frequ
ent L
ive
Upda
tes
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Private & Confidential. Property of Laundrapp Limited.
the ‘flawless’ 30 day experienceorchestrate the new customer experience
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Private & Confidential. Property of Laundrapp Limited.
it’s not about the download or 1st orderavoid vanity metrics
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Private & Confidential. Property of Laundrapp Limited.
its about the second order CPAcritical for quality user acquisition
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Private & Confidential. Property of Laundrapp Limited.
get the marketing basics right!analytics / attribution platforms / marketing platforms
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Private & Confidential. Property of Laundrapp Limited.
90% of your marketing won’t workfind the 10% that does, and scale, aggressively!
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z
Private & Confidential. Property of Laundrapp Limited.
create adaptive marketing plansnot big upfront strategies
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Private & Confidential. Property of Laundrapp Limited.
find 3 channels that work!refine and scale them
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Private & Confidential. Property of Laundrapp Limited.
develop a marketing systemlead gen > 1st order > re-targeting > 2nd order = establishing habit
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Private & Confidential. Property of Laundrapp Limited.
multi-channel is criticalbut attribution is key
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Private & Confidential. Property of Laundrapp Limited.
cross platformto avoid the high cost of mobile UA
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Private & Confidential. Property of Laundrapp Limited.
“constructive” feedback is a gift! public responses show great service
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Private & Confidential. Property of Laundrapp Limited.
customer driven expansionbuilding pre-launch demand / advocates
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Private & Confidential. Property of Laundrapp Limited.
”and a few less tangible insights”
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Private & Confidential. Property of Laundrapp Limited.
the doorstep interactionstepping through the doorway = trust
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Private & Confidential. Property of Laundrapp Limited.
be the customer.Private & Confidential. Property of Laundrapp Limited.
get the hell out on the front lineor get the hell out of business!
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Private & Confidential. Property of Laundrapp Limited.
think of 3 things your competitors would hatethen do them!
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Private & Confidential. Property of Laundrapp Limited.
there’s still room for a gut feeldon’t always be constrained by data, but always always test first!
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Private & Confidential. Property of Laundrapp Limited.
”the results”
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raised £10m+
Private & Confidential. Property of Laundrapp Limited.
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following a successful London launch...
Private & Confidential. Property of Laundrapp Limited.
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100+ locations across the UK
Private & Confidential. Property of Laundrapp Limited.
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a town / city every fortnight
Private & Confidential. Property of Laundrapp Limited.
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one item every 10 seconds!
Private & Confidential. Property of Laundrapp Limited.
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one of the UK’s fastest growing early stage start-
ups
Private & Confidential. Property of Laundrapp Limited.
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…with global expansion coming soon.
Private & Confidential. Property of Laundrapp Limited.
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18 months young
Private & Confidential. Property of Laundrapp Limited.
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You miss 100% of the shots you don’t take
– Wayne Gretzky
Private & Confidential. Property of Laundrapp Limited.