GROWTH HACKING FOR GROWNUPS
P r e s e n t e d b y M a t h i a s W e s t p h a l
@ S w e d i s h G r o w t h H a c k e r s M e e t u p o n t h e 3 0 t h o f M a y 2 0 1 6
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PERNOD RICARD
Founded in 1975. 19 000 employees 6 Brand Companies. 80 Market Companies.
2nd largest spirits company in the world.
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Acquired by Pernod Ricard 2008. 500 employees. HQ in Stockholm.
Responsible for the global brand management of vodkas an rum.
THE ABSOLUT COMPANY
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PAUL DUFFY CEO
Flexible
More
Data-driven
Learning organisationInnovate beyond spirits
Think new business models
Digital transformation
Customer-driven
Collaboration
Faster
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…WITH EXISTING PEOPLE
Digital Developers
Innovation Project Leaders
Consumer Insights Managers
Digital Project Leaders
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A TEAM DESIGNED TO ACCELERATE BUSINESS GROWTH
BY SOLVING EXISTING CHALLENGES AND UNLOCKING
NEW OPPORTUNITIES.
TEAM MISSION
• Develop products and marketing that truly solves problems and creates real value.
• The answers lie with your customers, not within the walls of your office. Listen, don’t talk. Learn, don’t sell. Understand, don’t pitch. Be curious, not rigid.
• In-depth understanding and empathy across the organization.
CUSTOMER-CENTRIC
• Testing and data over opinions and conventions.
• Develop business relevant analytics.
• Apply A/B-testing to product and marketing development.
DATA-DRIVEN
• Rapid iterations over Big-Bang
• Responding to change over following a plan
• Numerous small experiments over a few large bets
• Plan for speed - challenging timelines
SPEED
• Collaboration over silos and hierarchy
• Interdisciplinary and cross functional teams
• Make time to help colleagues
• Share openly and proactively
• External outlook for new capabilities - do not try to do everything in-house
COLLABORATE
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Identify & validate
1. IDEA 2. CONCEPT 3.PROTOTYPE 4. LAUNCH
Develop a Minimum Viable Product (MVP)
Experiment; test, learn and improve
Invest
SIMPLE FRAMEWORK FOR PROJECTS
8-12 weeks
MONDAY STAND-UP MEETING
30 minutes to review project deliveries
What did I deliver last week
What will I deliver this week
Any roadblocks
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QUARTERLY SIT DOWN WITH SENIOR MANAGEMENT
• Share progress for key projects
• Get input, not instructive
• Adress resistance and remove barriers
• Provide overall direction
• Resource prioritization
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INVESTMENTS LINKED TO PROGRESS - NOT FIXED TO BUDGET CYCLES
Budget Release
Progress
Idea Concept Prototyp Release
AGE VERIFICATION
30 design iterations resulted in a significant reduction in drop-off rate.
Reduced bounce rate with 50%.
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A
B
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VISION SKILL MOTIVATION RESOURCE PLAN CHANGE=++++
VISION SKILL MOTIVATION RESOURCE PLAN CONFUSION=++++
VISION SKILL MOTIVATION RESOURCE PLAN ANXIETY=++++
VISION SKILL INCENTIVE RESOURCE PLAN RESISTIANCE=++++
VISION SKILL MOTIVATION RESOURCE PLAN FRUSTRATION=++++
VISION SKILL MOTIVATION RESOURCE PLAN FALSE START=++++
Adapted from Knoster, T.
1. Increased speed to market with 400%
2. Development cost was reduced by 90%
3. Significantly more motivated staff
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WHAT WE ACHIEVE
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Mathias Westphal
Mathias has extensive of international consumer goods experience in brand management, business innovation and digital transformation. A history of developing leading global brands such as Absolut, as well as developing new brands and startup companies.
Most recently as Global VP of Growth at The Absolut Company, an innovation and business development team responsible for developing new revenue stream from existing brands and create all new brands, and for driving digital transformation. Prior to that Mathias has been the global head of marketing for Absolut, Malibu and Kahlúa.
In 2016, Mathias founded All Work United, a network of experts dedicated to help clients with digital business transformation, focusing on innovation and marketing.
MEET THE PRESENTER
ALL WORK UNITEDWe help grownup companies with digital transformation and innovation, and startups to scale and grow their business . We also help grownups and startup to connect.
We share experience and learnings via talks, coaching, workshops and training.
We can help with:
• Build agile culture | become faster and more flexible
• Brand and innovation strategy | provide purpose and direction
• Business modeling | better create and capture value
• Design thinking | from product to experience
• Rapid prototyping | develop minimum viable product
• Growth hacking | test, measure and learn
• Content and tribes marketing | connect through a shared interest
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E n a b l i n g B u s i n e s s I n n o v a t i o n
M a t h i a s W e s t p h a l
+ 4 6 7 0 4 7 8 0 0 2 7 [email protected]
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