This class will focus on how to apply lean start-up principles to marketing, showcasing case studies from TaskRabbit and other companies.
The "lean startup" methodology, a term coined by Eric Ries, advocates the creation of rapid prototypes designed to test market assumptions, and the use of customer feedback to evolve these hypotheses much quicker than via traditional processes.
Typically, this notion is applied to product development. However, it can also be applied successfully across other functional areas to test and iterate on hypotheses. At TaskRabbit, we use this approach to test and quickly iterate on various marketing tactics - everything from brand design to positioning to messaging to PR channels.
The ability to test and iterate quickly has allowed us to determine the most appropriate and effective channels to focus on. In this class, I will share my experience implementing lean start-up tactics at TaskRabbit as well as discuss case studies from across the industry.
Jamie is TaskRabbit’s director of marketing, overseeing brand strategy and development. Before joining TaskRabbit, Jamie was in charge of marketing for Humedica, a venture-backed healthcare data analytics company.
Prior to Humedica, Jamie worked at Johnson & Johnson in several different roles, including Business Development, Strategic Planning, Marketing and Sales. During her six years with the company, she received “Infinity Cup” honors for her outstanding sales performance and was awarded The Standards of Leadership Award twice for her business development work. Jamie received her MBA from Harvard and her undergraduate degree from the University of Pennsylvania.