A talk first delivered at the NMA Online Marketing Show at Olympia, London on 29th June 2010. An integrated team from Britvic Soft Drinks (owners of Robinson's Fruit Shoot), Made by Many and BBH talk about their parenting platform Ready for Ten which uniquely targets parents of 6-9 year olds – those most likely to choose and buy the Fruit Shoot brand -- and creates a valuable utility by bringing them tips, information and conversation from hand-picked mummy bloggers, twitter and the best of the web.

1. Fruit Shoot's
'Ready for Ten'
a real-time peer-to-peer
parenting platform for the future
http://readyforten.com

2. Different audience

3. Life before the
year 2000

4. #1
* Source: Hall & Partners brand health tracking
82%

5. 15 bottles sold every second
* Source: Britvic internal tracking

6. Getting it right with
kids and mums

7. Kids: skills platform

8. http://fruitshoot.com

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

11. Always be mum’s 1st choice

12. Different audience
Different message
Different platform

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

14. They definitely don’t want to
be shouted at via a one-way
communication
NPD Branding
Publicity

15. And it’s no longer just a few people
who want a more meaningful
connection with brands

16. More than 55% of people want to have
an ongoing dialogue with brands
ExpoTV Survey 2008

17. But if you’re not providing utility
(that means making life easier, better
or more fun), people will simply...

18. From this... to this
Paid media Earned media

19. Fruit Shoot extends the
traditional marketing cycle
TV ads
Fruitshoot.com Readyforten.com
Advertiser Funded
+
Programming

20. What’s in it for me?

21. The web is a
relevance platform

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

23. Launch with the smallest
viable release

24. MxM
Act like a start-up

25. client
strategic
planners
product
owner
An integrated team
service and
interaction
designers
developers
project
manager

26. client
strategic
planners
product
owner marketer
Marketers, join the team
service and
interaction
designers
developers
project
manager

27. Our approach to building
is Lean and Agile

28. Conventional, linear development process
Big ideas, big bang launch, big budgets
measure
adjust new
user design big strategy
big strategy research and build
Iterative, Agile, emergent development process
Micro-strategies, big insights, rapid iterations
insights
plan
plan
design adjust
design
launch adjust
launch
measure little strategy plan A. Continue
measure design insights
B. Try something else
launch
measure
little strategy little strategy
learning curve
learning curve
*This diagram was nicked from David Armano. Thanks, David.

30. user
As a registered user, I
1 2 3 5 roles want to be able to...
story user
points stories
Minimise total 1 2 3 5
Definition
time through story
points
iteration
B C Story 1
Story 2
A Story 3
Story 4
Story 5
sprint
planning prioritise
42
sprint
estimate
*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)

31. Rapidly evolving design

32. Strategy is made constantly,
not decided up front and
passed down the line

33. user workshops user polls
No product survives first
contact with consumers
user testing
http://www.flickr.com/photos/csessums/
clickable prototypes 1520336143/

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

35. Ready for Ten:
the service

36. Parent and expert blogs

37. Real-time: @readyforten

38. VIP Club

39. Skills

40. Skillscape

41. Britvic: Marketing with
meaning

42. To sum up:
MxM
1. Act like a start-up
2. Put the consumer first,
involve them throughout
3. Think big, start small
4. Adapt through feedback
and iteration
5. Strategy is made constantly,
not decided up front

43. Thank you
http://readyforten.com
Chrissie Richardon, Fruit Shoot Brand Manager, Britvic
Charlotte Hillenbrand, Account Director, Made by Many (@crashtherocks)
Tim Malbon, Founder, Made by Many (@malbonster)