Ready for Ten, FruitShoot's platform for parents of 6 to 9 year olds
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Transcript of Ready for Ten, FruitShoot's platform for parents of 6 to 9 year olds
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Fruit Shoot's 'Ready for Ten'
a real-time peer-to-peer parenting platform for the future
http://readyforten.com
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Different audience
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Life before the year 2000
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#1
* Source: Hall & Partners brand health tracking
82%
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* Source: Britvic internal tracking
15 bottles sold every second
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Getting it right with kids and mums
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Kids: skills platform
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http://fruitshoot.com
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(...but we don’t want to teach parents how to beatbox)
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Always be mum’s 1st choice
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Different audience
Different message
Different platform
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Marketing campaign cycle
Consumers don’t want to be neglected half the time (& they don’t think in one-off campaign terms)
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They definitely don’t want to be shouted at via a one-way
communication
BrandingNPD
Publicity
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And it’s no longer just a few people who want a more meaningful
connection with brands
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More than 55% of people want to have an ongoing dialogue with brands
ExpoTV Survey 2008
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But if you’re not providing utility (that means making life easier, better
or more fun), people will simply...
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Paid media Earned media
From this... to this
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Fruit Shoot extends the traditional marketing cycle
TV ads
Advertiser Funded Programming
Fruitshoot.com
+Readyforten.com
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What’s in it for me?
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The web is a relevance platform
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Mapping the 6-9 gap: a service for parents of six to nine year olds
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Launch with the smallest viable release
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Act like a start-upMxM
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An integrated team
client
strategic planners
project manager
product owner
developers
service and interaction designers
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client
project manager
product owner
developers
service and interaction designers
Marketers, join the team
strategic planners
marketer
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Our approach to building is Lean and Agile
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big strategynew
big strategyuser research
adjustdesign
and build
measure
Conventional, linear development processBig ideas, big bang launch, big budgets
Iterative, Agile, emergent development processMicro-strategies, big insights, rapid iterations
little strategy
plandesign launch
measure
insights
little strategy
adjustplandesign launch
measureplan
design launch
measure
insights
little strategy
adjust
learning curve
learning curve
A. Continue
B. Try
som
eth
ing
else
*This diagram was nicked from David Armano. Thanks, David.
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Minimise total time through
iteration
userroles
userstories
As a registered user, I want to be able to...
1 2 3 5
storypoints
Story 1Story 2Story 3Story 4Story 5
prioritise42
sprintestimate
B CAsprint
planning
Definition
storypoints
1 2 3 5
*Agile projects are 37% faster delivering software to market, 16% more productive and have no more bugs/defects than traditional projects, despite compressed time schedules (Source: The Agile Impact Report, Proven Performance Metrics from the Agile Enterprise, QSMA)
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Rapidly evolving design
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Strategy is made constantly, not decided up front and
passed down the line
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No product survives first contact with consumers
clickable prototypes
user workshops user polls
user testinghttp://www.flickr.com/photos/csessums/1520336143/
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Be prepared... for frank feedbackto ‘kill your darlings’to make changes
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Ready for Ten: the service
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Parent and expert blogs
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Real-time: @readyforten
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VIP Club
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Skills
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Skillscape
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Britvic: Marketing with meaning
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To sum up:
1. Act like a start-up 2. Put the consumer first,
involve them throughout3. Think big, start small4. Adapt through feedback
and iteration5. Strategy is made constantly,
not decided up front
MxM
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Thank you
http://readyforten.comChrissie Richardon, Fruit Shoot Brand Manager, BritvicCharlotte Hillenbrand, Account Director, Made by Many (@crashtherocks)Tim Malbon, Founder, Made by Many (@malbonster)