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Marketing as we know it is dead - 3 guys in a garage can compete with a big company, they can find easy funding and pull out a better product. That is where intrapraneurs come in! An intrapraneur is a person within a large corporation who takes direct responsibility for turning an idea into a profitable finished product through assertive risk-taking and innovation
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..becoming an intrapraneur
adel zakout: architect turned entrepreneur
openbuildings.comclippings.com
boom! burgers & steaksdespark.com
in-tra-pre-neur (In¹tre-pre-nur) n. A person within a large corporation who takes direct
responsibility for turning an idea into a profitable finished product through assertive risk-taking and
innovation
why?
traditional advertising is dead
the best marketing is having a product people love
there is a startup somewhere that is out to destroy you
so how do you compete?my 9 steps to building a
successful digital product..
1. look for opportunities
1. look for opportunities2. define the product objective
1. look for opportunities2. define the product objective3. define the stakeholders
1. look for opportunities2. define the product objective3. define the stakeholders4. stalk them
1. look for opportunities2. define the product objective3. define the stakeholders4. stalk them5. define your product hypothesis
1. look for opportunities2. define the product objective3. define the stakeholders4. stalk them5. define your product hypothesis6. specify the product
1. look for opportunities2. define the product objective3. define the stakeholders4. stalk them5. define your product hypothesis6. specify the product7. build
1. look for opportunities2. define the product objective3. define the stakeholders4. stalk them5. define your product hypothesis6. specify the product7. build8. measure
1. look for opportunities2. define the product objective3. define the stakeholders4. stalk them5. define your product hypothesis6. specify the product7. build8. measure9. iterate & improve
how?
1. internal teams
1. internal teams2. hackathons & incubators
1. internal teams2. hackathons & incubators3. external providers
1. internal teams2. hackathons & incubators3. external providers4. “startup-as-service” agencies
startup-as-a-service with Associated Press/BBC
1. look for opportunities
improving team workflow to provide tv news faster
2. define the product objective
help journalists in the field get stories back to the newsroom
3. define the stakeholders
journalists & newsroom producers
4. stalk them
5. define your product hypothesis
A mobile application for Journalists that allows them
to take photos, videos, record voice memos, type articles and submit to the
newsroom, on the go.
6. specify the product
a prototype of the journalist mobile app and newsroom
web interface
7, 8, 9. build it, measure, iterate
7, 8, 9. build it, measure, iterate
7, 8, 9. build it, measure, iterate
7, 8, 9. build it, measure, iterate
7, 8, 9. build it, measure, iterate
conclusions
you need to innovate to stay in business
leverage your strengths as a brand; but embrace the startup ethos of
agility and speed to survive
