evolving as a market leader · evolving as a market leader irina annells product lead at auto...
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![Page 1: Evolving as a market leader · Evolving as a market leader Irina Annells Product Lead at Auto Trader. 12th biggest UK Page views, ComScore CY2017 website 55m monthly 585,000 Vehicles](https://reader033.vdocuments.site/reader033/viewer/2022041513/5e294c2e8e001d04172a1966/html5/thumbnails/1.jpg)
Setting up to disrupt:Evolving as a market leader
Irina Annells
Product Lead at Auto Trader
![Page 2: Evolving as a market leader · Evolving as a market leader Irina Annells Product Lead at Auto Trader. 12th biggest UK Page views, ComScore CY2017 website 55m monthly 585,000 Vehicles](https://reader033.vdocuments.site/reader033/viewer/2022041513/5e294c2e8e001d04172a1966/html5/thumbnails/2.jpg)
12thbiggest UKPage views, ComScore CY2017
website
55mmonthly
585,000Vehicles listed per day(average)
4xmoreAuto
searchesthan
Engagement compared with all other portals COMBINED
2.5x
95Adviewsper second
cross-platformvisitsComScore –Nov 17
2xmore
influentialfor new car
buyersthan nearestcompetitor
Annual Car Buying Report 2016
678Million minutes spent in Janvs. 138 on Gumtree
![Page 3: Evolving as a market leader · Evolving as a market leader Irina Annells Product Lead at Auto Trader. 12th biggest UK Page views, ComScore CY2017 website 55m monthly 585,000 Vehicles](https://reader033.vdocuments.site/reader033/viewer/2022041513/5e294c2e8e001d04172a1966/html5/thumbnails/3.jpg)
5 years ago…
1. Executive idea2. Write business
case3. Pass to
engineers to build
4. Sell to customers
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2 years later we became agile….
TRIBESDealer Consumer
SQUADSDealer intel
Valuations
Sourcing stock
Advertising stock
Search SEO
Landing pages Motoring
products
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Product Lead
Tech LeadDelivery Lead
Cross-squad UX designers, analysts, marketing
Dedicated engineers
Seni
or S
take
hold
ers
Squad set up
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6
• From the makers of TripAdvisor
• Fast• Well funded• Unique consumer
proposition
In came to challenge our P&T set up...
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7
So we reacted and minimised the threat...
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Tra
dit
iona
l C
omp
etit
ors
1995 19961977 2013
We are continually challenged by new entrants and big brands
2005 2007 2010 2015 2016 2017 2018
Bra
ndC
omp
etit
ors
Regional Press
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Sectiontitle
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New car registrations
(50.0%)
(30.0%)
(10.0%)
10.0%
30.0%
50.0%
70.0%
90.0%
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Yo
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row
th fo
r the
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nth
LTM
rolli
ng N
CR
s (m
illio
ns)
YoY growth for the month LTM rollling NCRs
The market is tough…
Last 12 month rolling total
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Was our set up bold enough?
• Products launched much quicker
• Daily releases
• Space to test, learn, fail fast
• Blend of skillsets
• Dual-located (London and Manchester)
• Flexible
• Focus on continuous improvement
• Customer-obsessed
• Top down vs. squad roadmaps
• Roadmaps hard to break
• Different styles of each squad = difficult for stakeholders
• Some squads were doing very small incremental changes over bold moves
• Different seniority of teams
• Reality = very few things failed
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We have now evolved our structure organised to deliver big
initiatives...
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There are new principles to follow…
KEY PRINCIPLEAuto Trader Success OVER Tribe / Squad Roadmap Delivery
WHAT? PRINCIPLESSignificant Outcomes OVER Incremental Improvements
Teams organised around big priorities
OVER Continually Improve Everything
Consumer experience OVER Satisfy all our customers
Mobile, End to End, Experiences
OVER Product Features
HOW? PRINCIPLES
Seek, Do and Learn OVER Over-Test and Mitigate Risk
Anticipate Frequent Change OVER Continue in Comfort Zone
Empower & Trust OVER Process & Control
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What do you think the challenges are going to be?
How would you try to succeed in this new set up?
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Thank you & questions