90-day plan as Powershift’s growth hackerSTUART G HALL | SEPT 2014

Application Development

Service Design

Platform Build

API Marketing

Current service offerings

All together 36 possible services offered…

New marketing plan

First step is to create a marketing plan based on assessment of which of current services are delivering best ROI (and why)

The aim is to rationalise and focus efforts on to services which provide best return, while informing future efforts

Overall based on increasing # business, and elevating the brand profile

How to meet the key creative challenge “to reach our customers in ways that will say more about us, than what we actually say”?

Launch a hackathon around creative software challenge

Use event to launch new online community for developers

Elevating the brand

Create and agree a plan for a hackathon, identifying key participants

Create a competition element as an incentive Plus contact bloggers and social ‘owned’ activity

on the day to generate publicity

Hackathon proposal

Use Hackathon to highlight the new developer/marketer community launch

Key to is deciding the key metrics that tie in with Powershift’s business objectives

Create quarterly membership/participation targets and KPIs for business

New online community

90 day campaign plan

High level outline plan for first 3 months: suggested mini milestones

Week 1Create plan for hackathon and community launch.Align with key business metrics.

Week 2Commence project management of hackathon, such as venue and date.

Week 3Agree content and moderation plan for the new community; align with business objectives #1.

Week 4Send out invites for the hackathon to key participants; launch private Eventbrite page to handle entries.

Week 3Agree content and moderation plan for the new community; align with business objectives #2

Week 6Agree roles and responsibility for community.Finalise Hackathon competition details.

Week 7Promotion of the Hackathon to wider community/bloggers.

Week 8Creation of beta community to test structure, and gain internal feedback.

Week 9Seeding beta community with content; recruitment of key members.

Week 10Integration of new community with existing site and social channels.

Week 11Key project review: Hackathon and Community, to ID and solve key issues.

Week 12Hackathon event, and promotion for the new community.

 

Result: Hackathon & community launch

Measuring success?

Success in terms of business and brand, means plan with focus on # of service offerings to maximise demand potential

Tiered approach to offerings with focus on top 6 with marketing to support these, showing with agreed growth metrics over 6 and 12 months

Marketing channels chosen to support these, require metrics that show contribution to growth metrics

Appendix

Sizing up Powershift’s marketing

Growth by SWOT chart

Sizing up Powershift’s market Aim to answer 3 marketing questions:

Getting to know:

> Marketing systems (owned),

> Team processes

> Past/present/future clients

Assessing the marketplace:

> Marketing channels (earned)

> Competitors

1. Clear and correct positioning?

3. Resonates with target

audiences?

2. Compellingoffer/

differentiator?

The growth strategy

• Threats• Opportunities

• Weaknesses• Strengths

Unique offering? Growing market?

Lack of brand awareness?Weak lead pipeline?

Misalignment with sales?

New entrants?

Market potential?

Loyal customer base?