Hazz Design's Tactics for Launching Without a Lot of Runway

TACTICS FOR LAUNCHING without a lot of Runway

with Tracy & Tom Hazzard

Sidestep launch landmines. Plan smarter. Grow faster.

CEO Space 0316

INNOVATIVE STRATEGY + TACTICAL ACTIONS + RIGHT RESOURCES

SUCCESS BY DESIGN

CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 2 

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.


CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com

Big Brands FAIL too…

Spend more money. Add more runway.

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BEEN THERE. DONE THAT. FAILED FORWARD.

24 Years as Entrepreneurs, Inventors, Product Designers & Partners

WHY US?


SUCCESS BY DESIGN “Begin with the end in mind.”

- Stephen Covey, Seven Habits of Highly Effective People


Start with the destination. Start with your dream.

Start with your why.

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OUR WHY… Saving entrepreneurs and inventors

from risking everything on flawed plans and the wrong resources. 8 

RISK REDUCTION By Design Your Targeted Why + Innovative Strategy +Tactical Actions + Right Resources = ON TIME. ON TARGET. ON PROFIT.


SUCCESS BY DESIGN “A goal is a dream with a deadline.”

- Napoleon Hill, Think & Grow Rich


An innovative strategy imaginatively transforms your dream why from

ideas to realization.

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12%

28%

26%

16%

18%

Wrong Plan Lack of Capital

Wrong Market

Reasons for Launch Failure

LAUNCH FAILURE

REASONS

Wrong Team Wrong

Product

Compiled from studies at HBR, Inc & Forbes - 2015


Design Flaws = 54% of Launch Failures


Right product; wrong market.

Right market; wrong product.

PROVE IT 1ST 12 


WRONG WAYS TO PROVE IT

YES MEN & WOMEN

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SUCCESS BY DESIGN Prove It Market & Product Research

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PROVE IT – Right Ways

DO BOTH!


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)


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


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

Competitive Analysis o Benchmark of details of

what is selling


SUCCESS BY DESIGN “Hope is not a plan.”

- Unknown – but repeated by Tom & Tracy daily


An innovative strategy imaginatively transforms your dream why from

ideas to realization with tactical action plans.

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Tactical Errors Cause =18% of Failures


Right market, right product, wrong plan.

PLAN IT SMART! 20 

Coolest Cooler: Wrong Plan!


SUCCESS BY DESIGN 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 NOW Promote It!


7P SMART PLAN – PROVE IT Right Fit Market/Product Proof

① 


7P SMART PLAN – PLAN IT Tactical Action Plan + Resources

② 


7P SMART PLAN – PRICE IT Market vs. Cost Basis Pricing

③ 


7P SMART PLAN – PROTOTYPE IT

Simulation or Functional

④ 


7P SMART PLAN – PREDICT IT Forecasting Capital Needs

⑥ 


7P SMART PLAN – PRODUCE IT Due Diligence Manufacturing

⑦ 


7P SMART PLAN – NOW PROMOTE IT!

Niche Market Communication


SUCCESSFUL FAILURE By Design

3 R s to Fail Fast, Forward & Frequently

•  Review what works •  Revise what doesn’t

•  Reject what’s wrong

Review

Revise

Reject


Right Resources


Saves Money. Accelerates the Plan.

Prevent Costly Mistakes & Delays.

“An expert is someone who tells you why you can’t do something.”

- Alec Issagonis – Designer of the BMW Mini

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MUST HAVE Right Resources

•  Branding •  Design/Engineering •  Sourcing •  CFO Advisor •  Quality Assurance


ACCELERATORS!

SUCCESS BY DESIGN


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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SUCCESS BY DESIGN Formula

Your Targeted Why

+ Innovative Strategy +Tactical Actions + Right Resources

= ON TIME. ON BUDGET. ON PROFIT.


TRACY HAZZARD Founder / CEO ²  Inc. By Design Columnist ²  Color & Pattern Expert ²  RISD Textile Design ²  [email protected]

TOM HAZZARD Founder / CDO ²  30 YRS 3D CAD Expertise ²  Intentional Inventor ²  RISD Industrial Design ²  [email protected]

24 Years as Product Designers 35 Patents (86% commercialization)

IP & Entrepreneurship Process taught through Harvard Business Review

Forbes-featured WTFFF?! Podcast Hosts Mentors 2 Inventors

www. hazzdesign.com @HazzDesign - Social Media

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Hazz Design's Tactics for Launching Without a Lot of Runway

Small Business & Entrepreneurship

Transcript of Hazz Design's Tactics for Launching Without a Lot of Runway