Launching a business, product or service is a high-risk game of chance when you have a runway shortened by time or money. Instead of hoping for success, you need the right sequence, tactics and resources to launch on-time, on-budget and on-target. • Explore why what you don’t know that you don’t know is a riskier path • Understand the critical runway sequence and review gates for a successful launch • Learn tips to determine the right resources that can increase your success multiplier

1. HOPE IS NOT A PLAN
with
Tracy & Tom Hazzard
Sidestep launch landmines.
Plan smarter. Grow faster.
CEO Space 0516

2. INNOVATIVE STRATEGY + TACTICAL ACTIONS + RIGHT RESOURCES
Launching without a lot of Runway
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3. FAILURE HAPPENS
…when you run out of runway at 468 feet.
…when you miscalculate your target.
…when you run out of time or capital.
…when you lack the expertise.
…when unforeseen stuff happens.
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4. CEO Space 0516 - Hope is Not a Launch Plan - © 2016 Tracy & Tom Hazzard - hazzdesign.com
Big Brands FAIL too…
Spend more money. Add more runway.
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5. BEEN THERE. DONE THAT. FAILED FORWARD.
24 Years as Entrepreneurs, Inventors,
Product Designers & Partners
WHY US?
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6. RISK REDUCTION
Success By Design Formula
Your Targeted Why
+ Innovative Strategy
+Tactical Actions
+ Right Resources
= ON TIME. ON TARGET. ON PROFIT.
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7. “Begin with the end in mind.”
- Stephen Covey, Seven Habits of Highly Effective People
CEO Space 0516 - Hope is Not a Launch Plan - © 2016 Tracy & Tom Hazzard - hazzdesign.com
Start with the destination.
Start with your dream.
Start with your why.
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YOUR WHY

8. OUR WHY…
Saving entrepreneurs and inventors
from risking everything on
flawed plans and the wrong resources.

9. INNOVATIVE STRATEGY
“A goal is a dream with a deadline.”
- Napoleon Hill, Think & Grow Rich
CEO Space 0516 - Hope is Not a Launch Plan - © 2016 Tracy & Tom Hazzard - hazzdesign.com
An innovative strategy imaginatively
transforms your dream why from
ideas to realization.
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10. 12%
28%
26%
16%
18%
Wrong Plan Lack of Capital
Wrong Market
FAILURE TO LAUNCH
LAUNCH
FAILURE
REASONS
Wrong
Team Wrong
Product
Compiled from studies at
HBR, Inc & Forbes - 2015
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11. HOPE AS THE PLAN
=54% of Launch Failures
CEO Space 0516 - Hope is Not a Launch Plan - © 2016 Tracy & Tom Hazzard - hazzdesign.com
Right product; wrong market.
Right market; wrong product.
PROVE IT 1ST
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12. CEO Space 0516 - Hope is Not a Launch Plan - © 2016 Tracy & Tom Hazzard - hazzdesign.com
WRONG WAYS TO PROVE IT
YES MEN & WOMEN
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13. CEO Space 0516 - Hope is Not a Launch Plan - © 2016 Tracy & Tom Hazzard - hazzdesign.com
SUCCESS BY DESIGN
Prove It Market & Product Research
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14. PROVE IT – Right Ways
DO
BOTH!
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15. Good PROVE IT Research
• Tests a reachable niche market audience
• Produces quantifiable data on Product &
Market Right-Fit + Competitive Benchmark
• Establishes or refines both Minimum Viable
Product Criteria (Me-Too MVP) and
Maximum Valuable Product Criteria
(Me-Only MVP)
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16. PROVE IT Market Proof
Even With a Short Runway
Survey-Style Feedback
o Apps like Field Agent or
Mobile Market Research
o Freelance researchers &
moderators
Focus Groups
o Quantitative & Qualitative
o DIY Non-Profits & Meet-ups
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17. PROVE IT Product Proof
Even With a Short Runway
Make Some. Sell some.
o Sales (and ranking) are the
best market proof
o Consignment sales
o Amazon or Etsy
Competitive Analysis
o Benchmark of details of
what is selling
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18. TACTICAL ERRORS
=18% of Failures
CEO Space 0516 - Hope is Not a Launch Plan - © 2016 Tracy & Tom Hazzard - hazzdesign.com
Right market; right product; wrong plan.
PLAN IT SMART!
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19. TACTICAL ACTIONS
“Hope is not a plan.”
- Unknown – but repeated by Tom & Tracy daily
CEO Space 0516 - Hope is Not a Launch Plan - © 2016 Tracy & Tom Hazzard - hazzdesign.com
An innovative strategy imaginatively
transforms your dream why from
ideas to realization with
tactical action plans.
19

20. Coolest Cooler:
Wrong Plan!
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21. SUCCESS BY DESIGN PLAN
7Ps to Defy Launch Failure Odds
① Prove It
② Plan It
③ Price It
④ Prototype It
⑤ Protect It
⑥ Predict It
⑦ Produce It
…PROMOTE IT!!!
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22. 7P SMART PLAN – PROVE IT
Right Fit Market/Product Proof
①
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23. SUCCESSFUL FAILURE
By Design
Fail Fast, Forward &
Frequently
• Review what works
• Revise what doesn’t
• Reject what’s wrong
Review
Revise
Reject
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24. DISCARD PILE
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25. WRONG TEAM
=16% of Failures
CEO Space 0516 - Hope is Not a Launch Plan - © 2016 Tracy & Tom Hazzard - hazzdesign.com
Right market; right product; right plan;
wrong resources.
TEAM of ACCELERATORS
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26. RIGHT RESOURCES
CEO Space 0516 - Hope is Not a Launch Plan - © 2016 Tracy & Tom Hazzard - hazzdesign.com
Saves Money. Accelerates the Plan.
Prevent Costly Mistakes & Delays.
“An expert is someone who tells
you why you shouldn’t do something.”
- Alec Issagonis – Designer of the BMW Mini
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27. MUST HAVE Right Resources
• Branding
• Design/Engineering
• Sourcing
• CFO Advisor
• Quality Assurance
+ YOUR PROCRASTINATION POINT
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ACCELERATORS!
CEO Space 0516 - Hope is Not a Launch Plan - © 2016 Tracy & Tom Hazzard - hazzdesign.com

28. SUCCESS BY DESIGN Formula
Your Targeted Why
+ Innovative Strategy
+Tactical Actions
+ Right Resources
= ON TIME. ON BUDGET. ON PROFIT.
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29. SUCCESS BY DESIGN PLAN
CEO Space 0516 - Hope is Not a Launch Plan - © 2016 Tracy & Tom Hazzard - hazzdesign.com
An innovative strategy transforms
your dream why from an
idea to a realization plan
with tactical actions that the
right resources accelerate.
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30. TRACY HAZZARD
Founder / CEO
² tracy@hazzdesign.com
TOM HAZZARD
Founder / CDO
² tom@hazzdesign.com
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