LEAN SERVICE C

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Engineers in marketing at Futurice

Living up to our values All the way

Who am I? Was a shy nerdy girl. Studied computer science. Designed UIs, lead IT projects. Got two kids. <3 Become an agile coach. Now a marketer! Always the idealist.

Laura Snellman-Junna @lsnellma

What I’ll talk about?

Who we are. What we do. How we market it.

We create digital services for people, to love. We help our customers to succeed in the digital world.

•  Founded in 2000 •  200+ clients, 1000+ projects •  240+ employees from 20 countries •  Europe’s best workplace 2012&2013 •  8th year in a row profitable growth •  YOY growth 30%

LEAN SERVICE C

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LEAN SERVICE C

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2/3 Engineers Developers, designers, business consultants, sales guys, leadership team, internal operations.

LEAN SERVICE C

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LEAN SERVICE C

REATION“The era of separating traditional industries and

technology industries is over—and those who fail to adapt right now will soon find themselves obsolete.”

– Forbes.com

Now every company is a software company

http://www.forbes.com/sites/techonomy/2011/11/30/now-every-company-is-a-software-company/

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http://vimeo.com/95734218

LEAN SERVICE C

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From technology-driven to customer-driven?

From functional silos to effective teams?

From internal politics to getting things done?

From legacy technology to creating new business?

From planning and executing to testing and iterating ideas?

How might we transform..

LEAN SERVICE C

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Lean Service Creation A holistic, evidence-driven methodology for lean ideation, design, build and operation of services in a complex environment. LEAN

STARTUP

AGILE DEVELOPMENT

DESIGN THINKING

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Customer development is the primary driver in new service creation and the the product development is secondary. It is not enough to be in love with your solution. You have to be thrilled about the customers and the domain.

More Customer

development

Less Product

management

Lean Service Creation

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Lean Service Creation

SERVICE VISION SPRINT

TEAM : Business / Technology

Design / End-Users

BUSINESS IDEA

Improve

Improve

Improve

FIND A PROBLEM WORTH SOLVING FINDING PRODUCT MARKET FIT SCALING & TWEAKING

Days to Weeks Weeks to Months Months to Years

NEW IDEAS

SERVICE VISION

MVP TO

LAUNCH

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LEAN SERVICE C

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Constantly visible & tangible goal

Constant feedback

Meaningful & motivating

work. >>

Small steps

BUILD

MEASURE

LEARN

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Action changes thinking. Learn > Do > Transform

How to get established corporations to work more like startups?

The path to change is having the right attitude, knowing the tools and methods, and having an organization that empowers entrepreneurial individuals.

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1.  Put all your experts in the same room.

2.  Know your customer and you’ll find the problem worth solving.

3.  Design the emotions the user experience evokes.

4.  Validate your business assumptions. One by one.

5.  The customer is product development’s crowning achievement.

6.  Get a great product manager.

7.  Lightning-fast feedback guarantees quality.

8.  Don’t build everything yourself.

9.  Kill your bad ideas as early as possible.

10.  The service launch is the starting point for development, not the goal.

http://futurice.com/blog/ten-steps-towards-a-lean-service-development-process

10 steps

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Marketing is actions. We do not see marketing as roles or processes. Some do it more. Some do it less.

Our people pages perform better than

Events: sponsoring, talking, organising

Cases = Stories with suspension, some drama and finally results

Services = What we do and how we do it

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20/80 Sales 20% hunter = we look for interesting new clients and cases with a right culture fit 80% farmer = we care for our clients business and help them transform

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Not just digital, events and talk! Developers make hundreds of interaction design micro decisions every week. Engineers do hundreds of marketing micro actions every month as they interact with clients. Sales guys, well…

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100% Delivery No nonsense. Keep the promises. Get the client to market for you!

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Let’s talk!

Twitter: @lsnellma LinkedIn!

Laura Snellman-Junna @lsnellma

Laura.snellman-junna@futurice