Dam and dsm

Page 1: Introduction to Programs

• Hochschule Darmstadt: A member of the euT+ network.

• Programs Offered:

  • Animation and Game Direction

  • Creative Entrepreneurship

• Key Faculty: Prof. Boris Kunkel

Page 2: Exercise

• Sales Pitches: Present your sales pitches.

Page 3: Product Launch and Growth Strategies

• Product Launch: Company’s coordinated efforts to introduce a new product to the market.

• Growth Strategy: Planned efforts to increase a product's market share.

Page 4: Product Launch Introduction

• Assess Team Readiness: Evaluate the team’s capacity for product publicity.

• Implement Processes: Prepare systems to enhance customer engagement.

• Plan Resources: Ensure adequate staffing and resources to meet demand.

• Objective: Generate momentum while introducing a product to the market.

Page 5: Product Launch Challenges

• Identify Demographics: Discover the target audience for similar products.

• Highlight Uniqueness: Position product features to meet target audience needs.

• Plan Distribution: Select effective launch and promotion channels.

• Key Point: Implement effective techniques to overcome typical product launch challenges.

Page 6: Product Launch Strategy

• Align Your Team: Engage key team members early to ensure clarity.

• Simplify the Message: Focus on a clear message for stronger audience engagement.

• Follow a Roadmap: Use structured steps to cover essential elements of the launch.

• Definition: A written summary of ideas, activities, and processes for market release of a product.

Page 7: Product Growth Strategy

• Think Long-Term: Prepare for growth beyond the initial launch.

• Adopt a Holistic Approach: Align strategies across all business areas.

• Learn from Leaders: Use methods from successful companies.

• Goal: Achieve a higher market share through strategic planning.

Page 8: Setting Up a Launch and Growth Strategy

• Definition: A sequence of events/actions for preparation, execution, and follow-up in launching and growing a product.

Page 9: Product Customer Journey

• Stages: Discover, Consideration, Evaluation, Conversion, Experience, Loyalty.

• Customer Journey: Tracks their progress from awareness to purchasing and referral.

• Roles:

  • New Customers

  • Existing Customers

Page 10: Pirate Funnel

• Stages: Awareness, Acquisition, Activation, Retention, Revenue, Referral.

• Focus: Overall alignment of product offering to each stage.

Page 11: Awareness Strategies

• Goals:

  • Expand visibility through marketing.

  • Capture attention with engaging messages.

  • Build memorable market presence.

• Tactics:

  • PR Campaigns

  • Social Media Ads

  • Influencer Marketing

Page 12: Acquisition Strategies

• Goals:

  • Drive traffic to your website/app.

  • Engage leads for sign-ups/inquiries.

  • Optimize channels to fit the target audience.

• Tactics:

  • Online sign-up forms

  • Free trial offers

  • Targeted landing pages

Page 13: Activation Strategies

• Goals:

  • Deliver immediate value to new users.

  • Simplify onboarding process for ease of use.

  • Encourage users to explore product features.

• Tactics:

  • Onboarding tutorials

  • Welcome emails

  • Product demos

Page 14: Retention Strategies

• Goals:

  • Maintain communication through updates.

  • Add ongoing value to encourage product usage.

  • Foster relationships with users to build trust.

• Tactics:

  • Loyalty Programs

  • Regular product updates

  • Personalized email campaigns

Page 15: Revenue Strategies

• Goals:

  • Introduce fitting pricing models.

  • Encourage upgrades/premium purchases.

  • Ensure customer satisfaction to drive revenue.

• Tactics:

  • Subscription plans

  • In-app purchases

  • One-time sales

Page 16: Referral Strategies

• Goals:

  • Encourage users to share products.

  • Utilize word-of-mouth marketing for trust-building.

  • Expand audience through referrals.

• Tactics:

  • Referral discounts

  • Social sharing incentives

  • Customer testimonials

Page 17: Team Exercise

• Action Steps:

  • Outline the six stages of the customer journey (awareness to referral) for the product.

  • Describe the strategy for each stage and suggest one creative activity or feature.

  • Utilize Miro board for collaborative notes.

Page 18: Roleplay Exercise

• Team Presentation:

  • Each team presents their product journey as a roleplay.

  • Roles include:

    • Company team (marketers, developers, customer support).

    • Customers interacting with the product.

  • Example scenario of customer journey available in the roleplay.

Page 19: Course Evaluation

• Entrepreneurship Course Evaluation: Overview of course feedback and assessment.

Page 20: Course Evaluation

• Design for Producers 2 Course Evaluation: Overview of feedback and course assessment.