Hustle

1. Objectives

1.1. Aquisition

1.2. Engagement

1.2.1. More Visits

1.2.2. Longer Visits

1.2.3. Happier Visits

1.3. Brand Heat

1.4. Two-Way Dialog

2. Mission

2.1. Inform Platform Enhancements

2.2. Build Brand Heat

2.3. Learn Customer Behavior

2.4. Create New/Modify Processes

2.5. Create New Product Offerings

2.6. Start New Products/Platforms

3. Guiding Principles

3.1. Be Scrappy

3.2. Customer First

3.3. Data Driven

3.4. Look Cool

3.5. Dope Products

4. Product Programs

4.1. Audience

4.1.1. Size

4.1.2. Engagement

4.1.3. Spending Power

4.1.4. Influencer Effect

4.1.5. Evanglism

4.2. Program Size

4.3. Timing

4.4. Control / Influence

4.5. Product Attributes

4.5.1. Limited Quantity

4.5.2. Exclusivity

4.5.3. Premium/Elavated

4.5.4. Stories

5. Platforms/Capabilities

5.1. Converse.com

5.2. Instagram

5.3. WeChat MP

5.4. Partnership Pilots

5.4.1. Social

5.4.2. Mobile

5.4.3. Commerce

5.4.4. Location

6. Methods

6.1. Experimentation

6.2. Data Science

6.3. Research

6.3.1. Landscape Analysis

6.3.2. Consumer Research

7. Consumer Value

7.1. End Consumer

7.1.1. Segmentation

7.1.2. Personalization

7.1.3. Community Benefit

7.2. Converse Internal

8. Complexity

8.1. Air Craft Carrier

8.2. Battleship

8.3. Destroyer

8.4. Tug Boat

8.5. Speed Boat

9. Experiment Menu

9.1. Social Commerce

9.2. Targeted Early Access

9.3. Exclusive Access

9.4. Scavenger Hunt

9.5. Location-based Access

9.5.1. Wild Activation

9.6. Voting

9.7. Co-Creation

9.8. Editorial

9.9. Value-added Services/Products

9.10. Gated Access

9.11. Surprise & Delight