Fruit Shoot's 'Ready for Ten'

a real-time peer-to-peer parenting platform for the future

http://readyforten.com

Different audience

Life before the year 2000

#1

* Source: Hall & Partners brand health tracking

82%

* Source: Britvic internal tracking

15 bottles sold every second

Getting it right with kids and mums

Kids: skills platform

http://fruitshoot.com

(...but we don’t want to teach parents how to beatbox)

Always be mum’s 1st choice

Different audience

Different message

Different platform

Marketing campaign cycle

Consumers don’t want to be neglected half the time (& they don’t think in one-off campaign terms)

They definitely don’t want to be shouted at via a one-way

communication

BrandingNPD

Publicity

And it’s no longer just a few people who want a more meaningful

connection with brands

More than 55% of people want to have an ongoing dialogue with brands

ExpoTV Survey 2008

But if you’re not providing utility (that means making life easier, better

or more fun), people will simply...

Paid media Earned media

From this... to this

Fruit Shoot extends the traditional marketing cycle

TV ads

Advertiser Funded Programming

Fruitshoot.com

+Readyforten.com

What’s in it for me?

The web is a relevance platform

Mapping the 6-9 gap: a service for parents of six to nine year olds

Launch with the smallest viable release

Act like a start-upMxM

An integrated team

client

strategic planners

project manager

product owner

developers

service and interaction designers

client

project manager

product owner

developers

service and interaction designers

Marketers, join the team

strategic planners

marketer

Our approach to building is Lean and Agile

big strategynew

big strategyuser research

adjustdesign

and build

measure

Conventional, linear development processBig ideas, big bang launch, big budgets

Iterative, Agile, emergent development processMicro-strategies, big insights, rapid iterations

little strategy

plandesign launch

measure

insights

little strategy

adjustplandesign launch

measureplan

design launch

measure

insights

little strategy

adjust

learning curve

learning curve

A. Continue

B. Try

som

eth

ing

else

*This diagram was nicked from David Armano. Thanks, David.

Minimise total time through

iteration

userroles

userstories

As a registered user, I want to be able to...

1 2 3 5

storypoints

Story 1Story 2Story 3Story 4Story 5

prioritise42

sprintestimate

B CAsprint

planning

Definition

storypoints

1 2 3 5

*Agile projects are 37% faster delivering software to market, 16% more productive and have no more bugs/defects than traditional projects, despite compressed time schedules (Source: The Agile Impact Report, Proven Performance Metrics from the Agile Enterprise, QSMA)

Rapidly evolving design

Strategy is made constantly, not decided up front and

passed down the line

No product survives first contact with consumers

clickable prototypes

user workshops user polls

user testinghttp://www.flickr.com/photos/csessums/1520336143/

Be prepared... for frank feedbackto ‘kill your darlings’to make changes

Ready for Ten: the service

Parent and expert blogs

Real-time: @readyforten

VIP Club

Skills

Skillscape

Britvic: Marketing with meaning

To sum up:

1. Act like a start-up 2. Put the consumer first,

involve them throughout3. Think big, start small4. Adapt through feedback

and iteration5. Strategy is made constantly,

not decided up front

MxM

Thank you

http://readyforten.comChrissie Richardon, Fruit Shoot Brand Manager, BritvicCharlotte Hillenbrand, Account Director, Made by Many (@crashtherocks)Tim Malbon, Founder, Made by Many (@malbonster)