Dave Mutton shares 6 important lessons from his career including “Just Do It!” “Data, Data, Data" and “Show me the money” Invaluable advice for any budding entrepreneur. About Dave Mutton Dave Mutton has been working on internet projects since the mid 90’s. Part of the team that launched Amazon.co.uk in 1998, Dave went onto to work at Yahoo, StepStone and has worked with more than 20 start-ups since, including raising $20m for the social gaming startup Zattikka in 2013. Zattikka wanted to be a major new player in social and casual gaming across online and mobile platforms, producing games, for browser, mobile and social networks. Unfortunately, investment in two major new games didn't deliver a return as both games failed to gain sufficient traction. Zattikka went into receivership in August 2013. He joined Macmillan Science and Education in September 2013 as Marketing Director for both Digital Science and Digital Education divisions. Both divisions invest in disruptive businesses and he provided marketing guidance and support across a portfolio of 18 companies. Now working independently offering consultancy services either individually or via a virtual team leveraging his network of experienced internet professionals

1. 6 Start-Up Lessons from
Amazon to Zattikka
Dave Mutton
14 April, 2015

2. 6 Start-Up Lessons from
Amazon to Zattikka
Dave Mutton
14 April, 2015

3. About Me
Dave Mutton has been working on internet
projects since the mid 90’s. Part of the team
that launched Amazon.co.uk in 1998, Dave
went onto to work at Yahoo, StepStone and
has worked with more than 20 start-ups
since, including raising $20m for the social
gaming startup Zattikka in 2013.
He joined Macmillan Science and Education in September 2013
as Marketing Director for both Digital Science and Digital
Education divisions. Both divisions invest in disruptive
businesses and he provided marketing guidance and support
across a portfolio of 18 companies.
Now working independently offering consultancy services
either individually or via a virtual team leveraging his network
of experienced internet professionals

4. 1. Focus

5. Too many ideas, not enough time

6. How much time do you have?

7. Ready for takeoff?

8. Watch out for the trees (and other things)

9. “What do you do uniquely well for who”
• For (target customers)
• Who are dissatisfied with (the current alternative)
• Our product is a (new product)
• That provides (key problem-solving capability)
• Unlike (the product alternative)

10. Define Your Proposition
CORE PROPOSITION
KEY BENEFIT
Key message
KEY BENEFIT
Key message Key message

11. Tutoria.de value Proposition
Improve your grades with personal 1-1 tutoring
Find the right tutor for
you
Germany's most
extensive tutor
service
Dedicated learning
programme for
each student
Tutoring for
students, adults
and business
customers.
Proven efficacy
Over 90% of our
tuition leads to a
grade
improvement
98% satisfaction
with the tutoria
tutors
9 out of 10
customers rate the
tutoria learning
concept with
"Very good"

12. Check your focus
Is it adding value to your product or service?
Is it improving the customer experience?
Is it fixing a critical problem?
Does it fit with your Value Proposition?

13. 2. The Right Stuff

14. "getting the right people in the right seats on the bus”.
"When you're in a start-up, the first ten
people will determine whether the
company succeeds or not. Each is 10
percent of the company. So why
wouldn't you take as much time as
necessary to find all the A players? If
three were not so great, why would
you want a company where 30 percent
of your people are not so great? A
small company depends on great
people much more than a big company
does."

15. "getting the right people in the right seats on the bus”.
"I noticed that the dynamic range
between what an average person
could accomplish and what the best
person could accomplish was 50 or 100
to 1. Given that, you're well advised to
go after the cream of the cream. A
small team of A+ players can run
circles around a giant team of B and C
players."

16. It's a bizarre but wonderful feeling, to arrive dead centre of a
target you didn't even know you were aiming for
Serendipity
(n.) Finding something
good without looking for it

17. Valuable personality traits
Curiosity
Passion to solve problems
Tolerance
A willingness to learn
Adaptable, a survivor

18. 3. The Long Pole in the Tent

19. Poor bloody infantry…

20. Pack like there’s no tomorrow…

21. Understand your customer’s journey

22. It’s an emotional rollercoaster

23. 4. Data Data Data

24. Do you know enough?

25. Or too much?

26. Insight is key

27. Challenge your perceptions

28. What are you counting?

29. Do you know what you don’t know?

30. Focus on your KPI’s

31. Are your customers lovin’ it?

32. What do you really need to know?
Who are my customers?
What do they need?
Are we fulfilling that need?
Can we build long term value?

33. 5. Show me the money

34. What’s your long term value?

35. Are you ready for this?

36. Are you ready for this?

37. No plan, no future

38. It’s a long winding road to success

39. 6. Just Do It!

40. Empower your team

41. A culture of problem solving

42. 7. Innovate, adapt, overcome!

43. Evolution in action

44. The Heike Crab

45. Don’t compromise, but do adapt
“We've had three big ideas at
Amazon that we've stuck with
for 18 years, and they're the
reason we're successful: Put
the customer first. Invent. And
be patient."

46. 7. Innovate, adapt, overcome
1. Focus
2. The Right
Stuff
3. The long
pole in the
tent
4. Data, data,
data
5. Show me
the money
6. Just do it

47. Expect the unexpected!

48. Any questions?

49. Thank You
Dave Mutton
Mutton Consulting
dave@mutton.co.uk
+44 7889 736318
Twitter: @dbmutton
Linkedin: bit.ly/dmutton