go-to-market strategy, positioning and viral growth
TRANSCRIPT
Go-to-market strategy, positioning and viral
growth
Luleå November 12, 2015 Lisa Enckell, @enckelli
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
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
Thank you!
Luleå November 12, 2015 Lisa Enckell, @enckelli