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The full presentation delivered to the Escape the City workshop on 9th March 2013 at New Zealand House, London. Content includes building a positioning statement, an ideal customer profile, demand generation, and Star Wars videos
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www.rapidinnovation.co.uk@RapidInnovation
Escape the City
Workshop
9 March 2013
www.rapidinnovation.co.uk@RapidInnovation
Who are we?
David Gates | @davidrig81
Simon Jackson | @saimeng
Jessica Tayenjam |@JessicaTayenjam
Rapid Innovation Group | @RapidInnovation
www.rapidinnovation.co.uk@RapidInnovation
SHOP
What is a workshop?
WORK
www.rapidinnovation.co.uk@RapidInnovation
SHOP
What is a workshop?
www.rapidinnovation.co.uk@RapidInnovation
SHOP
What is a workshop?
www.rapidinnovation.co.uk@RapidInnovation
www.rapidinnovation.co.uk@RapidInnovation
Strategy & Metrics
1.What is strategy?
2.How do I figure it out?
3.Positioning statement exercise
4.Discussion
www.rapidinnovation.co.uk@RapidInnovation
What is strategy?
The ‘kernel’ of good strategy
contains three elements: a
diagnosis, a guiding policy
and a set of coherent actions.
Richard P. Rumelt Good Strategy, Bad Strategy
www.rapidinnovation.co.uk@RapidInnovation
Strategy is not …
www.rapidinnovation.co.uk@RapidInnovation
Strategy is not …
www.rapidinnovation.co.uk@RapidInnovation
So what does strategy mean?
• How do I compete?
• Where do I compete?
www.rapidinnovation.co.uk@RapidInnovation
So what does strategy mean?
Diagnosis is analysis, not a description of
symptoms. You don’t go to your doctor to
be told you have a sore throat. You go to
be told you have an infection and that an
antibiotic will fix it. The doctor tries to
discover “what is really going on here?”
and the measure of his competence is his
ability to do that.John Kay ‘Avoiding fluff is surest route to success’ Financial Times
www.rapidinnovation.co.uk@RapidInnovation
What are the elements of a business model?
• How do I create value?
• How do I deliver value?
• How do I capture value?
www.rapidinnovation.co.uk@RapidInnovation
How do I identify my market?
www.rapidinnovation.co.uk@RapidInnovation
Why bother?
www.rapidinnovation.co.uk@RapidInnovation
Why bother?
www.rapidinnovation.co.uk@RapidInnovation
Why bother?
www.rapidinnovation.co.uk@RapidInnovation
Why bother?
www.rapidinnovation.co.uk@RapidInnovation
How can I develop my strategy?
• Ask questions
• Focus
• Iterate
www.rapidinnovation.co.uk@RapidInnovation
So what does this look like on
the ground?
www.rapidinnovation.co.uk@RapidInnovation
Creating a positioning statement
www.rapidinnovation.co.uk@RapidInnovation
Creating a positioning statement
• For – Target customers
• Who – Have the following problem
• Our product is a – Describe the product or solution
• That provides – Cite the breakthrough capability
• Unlike – Reference competition
• Our product – Describe the key point of competitive
differentiation
www.rapidinnovation.co.uk@RapidInnovation
For example …
www.rapidinnovation.co.uk@RapidInnovation
Thefacebook is for Harvard students who want to find
out more about and connect with their fellow students
– classmates, friends, friends of friends and more.
Thefacebook is an online platform that provides the
ability to set up personal profile and search, view and
connect with other profiles on the network.
Unlike paper facebooks, our product provides access to
profiles of students across Harvard and allows you to
customise and edit your information.
For example …
www.rapidinnovation.co.uk@RapidInnovation
For example …
www.rapidinnovation.co.uk@RapidInnovation
For example …
Glasses are for people with vision problems who are
tired of walking into doors.
Our product is a frame you attach to your face with
lenses for re-focusing light that allows you to see where
the door is and is not.
Unlike being led around by a small child, glasses will
not lead you into a door and think it’s funny.
www.rapidinnovation.co.uk@RapidInnovation
Strategy Exercise
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Discussion
www.rapidinnovation.co.uk@RapidInnovation
How do I get my first
ten paying clients?
www.rapidinnovation.co.uk@RapidInnovation
www.rapidinnovation.co.uk@RapidInnovation
www.rapidinnovation.co.uk@RapidInnovation
www.rapidinnovation.co.uk@RapidInnovation
www.rapidinnovation.co.uk@RapidInnovation
www.rapidinnovation.co.uk@RapidInnovation
www.rapidinnovation.co.uk@RapidInnovation
IDEAL
CUSTOMER
PROFILE
www.rapidinnovation.co.uk@RapidInnovation
www.rapidinnovation.co.uk@RapidInnovation
Circumstances Attributes
NEW LEGISLATION
RECENT CUSTOMER WIN
>50 EMPLOYEES
POLLUTING BUSINESS
PROCESSES
AGED 18-30
RECENT ACCIDENT
AT WORK
NEW FATHER
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How do I engage the market?
www.rapidinnovation.co.uk@RapidInnovation
Elements to engagement
Message Method
Attention-
grabberCall-to-action
www.rapidinnovation.co.uk@RapidInnovation
Methods of engagement
• Direct mail
• Events
• Whitepapers and though pieces
• Network events
• Online networking
• Telemarketing
• Telesales
• Pay per click – Google / LinkedIn
• Organic search
• Distributors
• Consultants
Brian Carroll
www.rapidinnovation.co.uk@RapidInnovation
Resourcing engagement
Effort
Ou
tpu
t
Irrelevant trade show
in the US
Google Adwords Lunch with all your
investment banking
friends
Your LinkedIn
Profile
www.rapidinnovation.co.uk@RapidInnovation
www.rapidinnovation.co.uk@RapidInnovation
Find
Your Model
Build
Your Capability
Realise
Your Value
Rapid Innovation Group
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