Marc Zachary w/ Disney @ MamaBear Conference, Mt. View 4/20

1. Getting to Scale:
Working with Big Brands
April 20, 2012

2. The Startup’s Dilemma
 You have a great product, service, or site
 How do you get to scale?
 Advertising
 Content
 Blogs
 Partner with a brand
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3.  A brand parents trust – that has been
with us our whole lives
 Kids and families are at the heart
of Disney
 There are four primary principles embedded
in our approach to family entertainment:
 Encouraging positive development
 Making content for kids of all ages
 Partnering with parents
 Creating safe environments
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4. Disney Mom & Family Overview
Disney Online Mom & Family is
re-imagining its business to better serve
Disney Onlinetoday’s connected moms.
the needs of Mom & Family is re-imagining its business to better
serve the needs of today’s connected moms.
Our portfolio is a personalized suite of
online content and tools that inspire
Our portfolio is a personalized suite of online content and tools that
inspire parents to create, celebrate, and share the story of their
parents to create, celebrate, and
family’s life.
share the story of their family’s life.
Recent accomplishments:
COMING SOON: a new content site for
moms, new apps for the family, and
more!
November January February March
2011 2012 2012 2012
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5. Our Network’s Reach
 We reach 11 million moms across our network
every month
 We think of our network as a curated platform
 We work with companies that share our values
 Moms come to us, but we go to where they are too
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6. Parenting Video
 Launched channels on
 Partnering with independent companies and moms
to bring the best family-friendly video together
 Curating channels on YouTube and on our own sites
 Actively looking for mom and baby-related content
 Original series
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7. A Happy Marriage
 Why big companies like startups
 Speed to market
 New products to package
for advertising
 Fill gaps in their product offerings
 Why you should partner
 Quick access to a
large audience
 Credibility
 Revenue
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8. The Compromises
 Two different cultures
 Big companies often have legacy systems
 Many legal requirements
 Brand alignment issues
 Approvals
 Timing
 What you need to succeed
 Flexibility
 Resources
 Patience
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9. Happily Ever After
 In the end, everybody wins:
 You reach a wide audience
 Your partner serves great content to its visitors
 You build a viable and valuable business
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