innovation hacking
Post on 17-Oct-2014
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DESCRIPTION
What can Enterprises learn from Startups and how can they differentiate and continually evolve to stay ahead of the competition. I believe this is the next evolution of Growth Hacking and provides opportunities for organizations to truly be innovative. Infographic - visual.ly/users/binjoomenTRANSCRIPT
INNOVATION HACKING��
From a Technology Startup’s Perspective
26th November 2013
ABOUT THE SPEAKER
Chi Tran @buzzoids CEO |1CloudStar | AWS Consulting Partner • Passionate about all things Digital and
Innovative • Believes in the complete eco-system from
Startups to Enterprises • Former Vice President and Regional Chief
Technology Officer OgilvyOne APAC, IBM, CSC, E-Technology Manager at Hutchison 3G.
Almost Six Years ago At OgilvyOne
We had an Idea
BACKGROUND
Online Storage You can send files You can share files
You have an exclusive invite for friends to join You can store your mobile files
BACKGROUND
We tried to sell it into clients for 2 years…
@US$X Million
We tried to sell it into clients for 2 years…
@US$X Million
What is DropBox’s valuation?
@US$8 Billion
What can Brands and Agencies learn from Tech Startups?
BACKGROUND
INNOVATION HACKING
INTRODUCTION
�The marketing technique that combines:�
�1. Growth Hacking�
2. Lean Startup�3. Accelerator models �
�to sell products, gain exposure and be
Innovative
INTRODUCTION
INNOVATION HACKING
Local Incubation, Brand Innovation, Global Acceleration
Before we can understand Innovation Hacking, we must start from the
beginning and understand a few things first.
INTRODUCTION
Growth Hacking “Is a marketing technique developed by technology startups
which uses Creativity, Analytical Thinking and Social Metrics”
Wikipedia
GROWTH HACKING
Important parts of “growth hacking” is that you see opportunities from API documents and
integration hooks… understanding them from a marketing perspective, from a
manipulation and growth perspective
GROWTH HACKING
Gartner 2013 CMO prediction:
50% of new marketing hires will have a Technical background
GROWTH HACKING
Airbnb crawled Craigslist to enlist them onto Airbnb in addition to integrated listings through URL hacking and screen scraping
SUCCESS STORY
Startup Bible – The Lean Startup “The Lean Startup method teaches you how to drive a startup-how to steer, when to turn, and when to persevere-and grow a business with maximum acceleration.”
Eric Ries
LEAN STARTUP
Minimum Viable Product
Customer feedback over intuition
Iterative approach vs large waterfall
Understand when to Pivot or Perish
Experimentation over elaborate planning
LEAN STARTUP
Created an Interactive Video First Beta registration validated customer demand (25x in one day)
Dropbox utilized these 2 approaches to great effect
In 15 months, went from 100,000 registered users to over 4,000,000
To start there was no advertising; another consideration was scaling was hard
Eventually hired SEO/SEM – Cost per Acquistion $233-$388 ($99 product)
Switched to a WOM strategy – Viral Referral program increased 2-way loyalty by 60%. 35% of all sign ups was through WOM
SUCCESS STORY
Who has heard of the Orchestra, a company behind a “to-do” app?
Who has heard of Mailbox the company behind the mobile first email experience for gmail?
Now acquired by Dropbox
SUCCESS STORY
The last piece of the puzzle
Accelerators
ACCELERATOR MODEL
ACCELERATOR MODEL
h7p://www.youtube.com/watch?hl=en-‐GB&gl=SG&v=6ERQ7ZtseWo
ACCELERATOR MODEL
What are the various examples of
Innovation Hacking?
PuSng it all together
Innovation Hacking Example: Innovation Day
“Atlassian had inspired the bank to Innovate more” Suncorp CIO, Jeff Smith keynoteat AWS Reinvent
“Ship-it-day” held quarterly
Bonfire (Jira Capture) app generating more than $1m annually created
on one of the days
Nintendo reached out for help on Innovation
SUCCESS STORY
https://www.gosquared.com/blog/kinesis-demo-aws-reinvent-2013
Innovation Hacking Example: AWS Kinesis – real-time data analytics
SUCCESS STORY
Innovation Hacking Example: PepsiCo10
“Exploring the future of Digital” Complete eco-system from Startups to Enterprise, PR, Social, Publishing Utilizing Growth Hacking, Entrepreneurs & Accelerators models to bring Innovation Instead of spending $Xm on a TV ad campaign to be “Innovative” – BE INNOVATIVE
SUCCESS STORY
h7p://www.youtube.com/watch?v=is_TwMWrCbk
Innovation Hacking is already here
Cloud is a key enabler
for Innovation and agility
The Innovative corporations are are already
leveraging the techniques and those who aren’t are looking for people
to take them on that journey
WHAT ARE YOU GOING TO DO?
Innovation Hacking
Local Incubation
Brand Innovation
Global Acceleration
InnovaXon Hacking
