Ed Relf, Laundrapp: Fail to prevail - Embracing failure and scaling disruptive business models @...

Private & Confidential. Property of Laundrapp Limited.

Private & Confidential. Property of Laundrapp Limited.

#edrelf #laundrapp

Private & Confidential. Property of Laundrapp Limited.

entrepreneur / investor / metric marketer

Private & Confidential. Property of Laundrapp Limited.

Private & Confidential. Property of Laundrapp Limited.

”embracing failure & scaling disruptive business models”

Private & Confidential. Property of Laundrapp Limited.

”laundrapp case study”

Private & Confidential. Property of Laundrapp Limited.

”and some useful insights”

Private & Confidential. Property of Laundrapp Limited.

Private & Confidential. Property of Laundrapp Limited.

a revolution in laundry & dry cleaning

Private & Confidential. Property of Laundrapp Limited.

that revolution is digital

Private & Confidential. Property of Laundrapp Limited.

dry cleaning & laundry to your door.

Private & Confidential. Property of Laundrapp Limited.

Private & Confidential. Property of Laundrapp Limited.

a remote control for your laundry

a remote control for our lives

Private & Confidential. Property of Laundrapp Limited.

the convergence of digital & real world services

Private & Confidential. Property of Laundrapp Limited.

the power to change consumer habit & behaviour

Private & Confidential. Property of Laundrapp Limited.

and disrupt multi-billion pound industries

Private & Confidential. Property of Laundrapp Limited.

Private & Confidential. Property of Laundrapp Limited.

a multi-billion pound industry ripe for a digital revolution

Private & Confidential. Property of Laundrapp Limited.

Private & Confidential. Property of Laundrapp Limited.

a walk down the high street…

Private & Confidential. Property of Laundrapp Limited.

…and a cod & chips lunch.

we’re taking war to the washing machine!

Private & Confidential. Property of Laundrapp Limited.

Private & Confidential. Property of Laundrapp Limited.

Private & Confidential. Property of Laundrapp Limited.

Driver app technology used by driver fleet

Supplier management, fleet management, order management platform

Cutting edge consumer app technology

Private & Confidential. Property of Laundrapp Limited.

Private & Confidential. Property of Laundrapp Limited.

”pivoted to success”

Private & Confidential. Property of Laundrapp Limited.

”an aggregator for the dry cleaners”

+Private & Confidential. Property of Laundrapp Limited.

Private & Confidential. Property of Laundrapp Limited.

Most don’t ’get’ the digital opportunity

Many outsource cleaning

Challenging logistics / supply chainDifficult to maintain quality

Lack of control over customer interaction

Private & Confidential. Property of Laundrapp Limited.

“delivery & logistics management”

+Private & Confidential. Property of Laundrapp Limited.

Private & Confidential. Property of Laundrapp Limited.

Private & Confidential. Property of Laundrapp Limited.

Radically improved service levels

Additional tech requirementFleet management overhead

Reduced requirement for multiple suppliers

Improved margins

Private & Confidential. Property of Laundrapp Limited.

“own the supply chain”

+Private & Confidential. Property of Laundrapp Limited.

Private & Confidential. Property of Laundrapp Limited.

Custom end to end tech platformHigh scalable

Full supply chain managementReal-time data analytics on every interactionReal-time customer satisfaction levels

Private & Confidential. Property of Laundrapp Limited.

“the laundrapp platform”

Private & Confidential. Property of Laundrapp Limited.

Private & Confidential. Property of Laundrapp Limited.

but lets be honest…we’re all learning

Private & Confidential. Property of Laundrapp Limited.

because everything is constantly changing…

Private & Confidential. Property of Laundrapp Limited.

the world’s most advanced on-demand laundry & dry cleaning

platform.

Private & Confidential. Property of Laundrapp Limited.

“but we still have challenges”

Private & Confidential. Property of Laundrapp Limited.

High cost UA, mobile first services

The increase of mobile first competition

The declining retention curvePeople are downloading fewer apps!

Cutting through the noise

Private & Confidential. Property of Laundrapp Limited.

App Fact 1

1,500 new apps daily

Private & Confidential. Property of Laundrapp Limited.

App Fact 2

2,000,000 apps available

Private & Confidential. Property of Laundrapp Limited.

App Fact 3

top 3 apps, 80% usage

Private & Confidential. Property of Laundrapp Limited.

App Fact 4

average person uses 5 apps

Private & Confidential. Property of Laundrapp Limited.

Private & Confidential. Property of Laundrapp Limited.

App Fact 5

Half of all apps downloaded by 7% of users!

Private & Confidential. Property of Laundrapp Limited.

App QuestionAverage number of apps downloaded

by smartphone users per month?

Private & Confidential. Property of Laundrapp Limited.

0

Private & Confidential. Property of Laundrapp Limited.

so how can we win?

I don’t know, but here’s some things i’ve learnt…

Private & Confidential. Property of Laundrapp Limited.

Private & Confidential. Property of Laundrapp Limited.

create a “Fail First” culture!top down / MVP everything / embrace failure / scale successes

Private & Confidential. Property of Laundrapp Limited.

iterative metric driven development processbaking marketing into product development

Wire

fram

ing

/ UI /

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rvice

Frequ

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ive

Upda

tes

If you’re not embarrassed by the first version, you’re moving

too slowly– Reid Hoffman

Private & Confidential. Property of Laundrapp Limited.

Soft

Laun

chCh

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oint 1

(K

PI 1)

Chec

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Glob

al La

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/

Live S

ervic

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Frequ

ent L

ive

Upda

tes

Private & Confidential. Property of Laundrapp Limited.

the ‘flawless’ 30 day experienceorchestrate the new customer experience

Private & Confidential. Property of Laundrapp Limited.

it’s not about the download or 1st orderavoid vanity metrics

Private & Confidential. Property of Laundrapp Limited.

its about the second order CPAcritical for quality user acquisition

Private & Confidential. Property of Laundrapp Limited.

get the marketing basics right!analytics / attribution platforms / marketing platforms

Private & Confidential. Property of Laundrapp Limited.

90% of your marketing won’t workfind the 10% that does, and scale, aggressively!

z

Private & Confidential. Property of Laundrapp Limited.

create adaptive marketing plansnot big upfront strategies

Private & Confidential. Property of Laundrapp Limited.

find 3 channels that work!refine and scale them

Private & Confidential. Property of Laundrapp Limited.

develop a marketing systemlead gen > 1st order > re-targeting > 2nd order = establishing habit

Private & Confidential. Property of Laundrapp Limited.

multi-channel is criticalbut attribution is key

Private & Confidential. Property of Laundrapp Limited.

cross platformto avoid the high cost of mobile UA

Private & Confidential. Property of Laundrapp Limited.

“constructive” feedback is a gift! public responses show great service

Private & Confidential. Property of Laundrapp Limited.

customer driven expansionbuilding pre-launch demand / advocates

Private & Confidential. Property of Laundrapp Limited.

”and a few less tangible insights”

Private & Confidential. Property of Laundrapp Limited.

the doorstep interactionstepping through the doorway = trust

Private & Confidential. Property of Laundrapp Limited.

be the customer.Private & Confidential. Property of Laundrapp Limited.

get the hell out on the front lineor get the hell out of business!

Private & Confidential. Property of Laundrapp Limited.

think of 3 things your competitors would hatethen do them!

Private & Confidential. Property of Laundrapp Limited.

there’s still room for a gut feeldon’t always be constrained by data, but always always test first!

Private & Confidential. Property of Laundrapp Limited.

”the results”

raised £10m+

Private & Confidential. Property of Laundrapp Limited.

following a successful London launch...

Private & Confidential. Property of Laundrapp Limited.

100+ locations across the UK

Private & Confidential. Property of Laundrapp Limited.

a town / city every fortnight

Private & Confidential. Property of Laundrapp Limited.

one item every 10 seconds!

Private & Confidential. Property of Laundrapp Limited.

one of the UK’s fastest growing early stage start-

ups

Private & Confidential. Property of Laundrapp Limited.

…with global expansion coming soon.

Private & Confidential. Property of Laundrapp Limited.

18 months young

Private & Confidential. Property of Laundrapp Limited.

You miss 100% of the shots you don’t take

– Wayne Gretzky

Private & Confidential. Property of Laundrapp Limited.