Launching a business, product or service is a high-risk game of chance when you have a runway shortened by time or money, unless you up your odds for success with the right sequence, tactics and resources to launch on-time, on-budget and on-target. • Understand the critical runway and sequence review gates for a successful launch • Uncover ways to identify and sidestep common launch land mines that explode costs and timelines • Learn tips to determine the right resources that can increase your success multiplier

1. TACTICS FOR LAUNCHING
without a lot of Runway
with Tracy & Tom Hazzard
Sidestep launch landmines.
Plan smarter. Grow faster.
CEO Space 0316

2. 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

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.
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 3

4. CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 4

5. 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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6. BEEN THERE. DONE THAT. FAILED FORWARD.
24 Years as Entrepreneurs, Inventors,
Product Designers & Partners
WHY US?
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 6

7. SUCCESS BY DESIGN
“Begin with the end in mind.”
- Stephen Covey, Seven Habits of Highly Effective People
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com
Start with the destination.
Start with your dream.
Start with your why.
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8. OUR WHY…
Saving entrepreneurs and inventors
from risking everything on
flawed plans and the wrong resources. 8

9. RISK REDUCTION
By Design
Your Targeted Why
+ Innovative Strategy
+Tactical Actions
+ Right Resources
= ON TIME. ON TARGET. ON PROFIT.
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 9

10. SUCCESS BY DESIGN
“A goal is a dream with a deadline.”
- Napoleon Hill, Think & Grow Rich
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com
An innovative strategy imaginatively
transforms your dream why from
ideas to realization.
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11. 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
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 11

12. Design Flaws
= 54% of Launch Failures
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com
Right product; wrong market.
Right market; wrong product.
PROVE IT 1ST
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13. CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com
WRONG WAYS TO PROVE IT
YES MEN & WOMEN
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14. CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com
SUCCESS BY DESIGN
Prove It Market & Product Research
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15. PROVE IT – Right Ways
DO
BOTH!
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 15

16. 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)
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 16

17. 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
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 17

18. 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
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 18

19. SUCCESS BY DESIGN
“Hope is not a plan.”
- Unknown – but repeated by Tom & Tracy daily
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com
An innovative strategy imaginatively
transforms your dream why from
ideas to realization with
tactical action plans.
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20. Tactical Errors Cause
=18% of Failures
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com
Right market, right product, wrong plan.
PLAN IT SMART!
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21. Coolest Cooler:
Wrong Plan!
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 21

22. 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!
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 22

23. CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 23

24. 7P SMART PLAN – PROVE IT
Right Fit Market/Product Proof
①
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 24

25. 7P SMART PLAN – PLAN IT
Tactical Action Plan + Resources
②
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 25

26. 7P SMART PLAN – PRICE IT
Market vs. Cost Basis Pricing
③
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 26

27. 7P SMART PLAN – PROTOTYPE IT
Simulation or Functional
④
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 27

28. 7P SMART PLAN – PROTECT IT
Strengthen Position © ™ USPTO
⑤
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 28

29. 7P SMART PLAN – PREDICT IT
Forecasting Capital Needs
⑥
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 29

30. 7P SMART PLAN – PRODUCE IT
Due Diligence Manufacturing
⑦
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 30

31. 7P SMART PLAN – NOW PROMOTE IT!
Niche Market Communication
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 31

32. 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
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 32

33. Right Resources
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com
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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34. MUST HAVE Right Resources
• Branding
• Design/Engineering
• Sourcing
• CFO Advisor
• Quality Assurance
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 36
ACCELERATORS!

35. SUCCESS BY DESIGN
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 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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36. SUCCESS BY DESIGN Formula
Your Targeted Why
+ Innovative Strategy
+Tactical Actions
+ Right Resources
= ON TIME. ON BUDGET. ON PROFIT.
CEO SPACE 0316 – Tactics for Launching Without a Lot of Runway - © 2016 Tracy & Tom Hazzard – hazzdesign.com 33

37. TRACY HAZZARD
Founder / CEO
² Inc. By Design Columnist
² Color & Pattern Expert
² RISD Textile Design
² tracy@hazzdesign.com
TOM HAZZARD
Founder / CDO
² 30 YRS 3D CAD Expertise
² Intentional Inventor
² RISD Industrial Design
² tom@hazzdesign.com
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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