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Lean Marketing introduction held at Startup Week-end Oslo, #swoslo, october 2012. It's about how lean startups need to plan marketing differently. It also covers why lean marketing is a good idea for all types of companies because of it's flexibility and measurability.
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Lean on the inside Lean on the outside Lean Marketing for Lean Development By Annette Kallevig, Owner and Lean Marketing Coach, Webroi
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@akallevig /#swoslo
About me
• Over 20 years in advertising, from traditional to digital • Creative at heart, problem solver and concept developer • Started webROI in 2008 • Refined in 2012: Lean Marketing and coaching
• LMC blog: blogroi.net • Twitter: @akallevig • LinkedIn
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Potential conflict
Lean Marketing
Time
Lean
Launch
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The dilemma: You don’t know what marketing should promote because you haven’t made it yet.
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What would Apple do?
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What’s going to be your most marketable killer feature(s)?
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The simple formula
Killer feature
Company KPI
Business critical
Marketing
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What makes it an Apple?
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Success Formula
What you do
Who you are
Brand Marketing
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Next: Why not make your marketing lean too?
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The core of lean
• create value for customers • continuous improvement • eliminate waste
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7+ steps to Lean Marketing
1. Start with the goal 2. The Marketing hypothesis 3. The Minimum Viable Marketing Plan (MVMP) 4. 1st marketing sprint: Execute, measure and test 5. The Lean Marketing Plan (LMP) 6. Improvements based on test + new sprint 7. Revise the Lean Marketing Plan 8. Repeat steps 6-7 indefinitely for continous improvement
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In short
• Do more and more of what works • Do less and less of what doesn’t • All based on user facts
=
• Continous improvement • Adaptability to a fast changing market • Sustainable marketing • Low risk to no risk financially
And that’s how you get
great WEBROMI Annette Kallevig annette@webroi.no (+47) 907 88 419 @akallevig
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