Here in San Francisco, Bring Your Own Big Wheel (BYOBW) happens every Easter. People of somewhat questionable sanity voluntarily launch themselves down the crookedest street in San Francisco on children’s bicycles. The Big Wheels clank and clatter downhill as their riders strain to stay on top of their errant steeds, which sometimes lose wheels or other important components. It’s about as risky as launching your own startup, though perhaps with less potential for profit.
BYOBW is not only a fun illustration of San Francisco’s free spirit, but also holds a mobile strategy lesson for marketers. Just as with the Big Wheel race, you have to show up ready to compete when it comes to mobile strategy. It’s not enough just to be there, or even to have your own Big Wheel (or mobile optimized website). You also need a helmet (strategy safeguards), knee or elbow pads (implementation plans), sturdy shoes (regular strategy check-ins), gloves (guiding metrics), competitors (to keep you sharp), and a cadre of fans (clients and colleagues) for motivation.
Mobile strategy isn’t a solo endeavor. It involves a lot of smart people coming up with great ideas, and a lot of smart people working together to implement those ideas over time, in the right place. Just as a flat, straight street wouldn’t be the most exciting place for a Big Wheel race, a subway tunnel without wireless reception might not be the best place for a mobile marketing campaign. A successful mobile strategy requires a combination of preparation, placement, execution and thinking on your feet–much like a successful Big Wheel race.