Getting: demand creation. Drives customers into your chosen sales channels.Keeping customers: give customers reasons to stick with the company and product.Growing customers: selling them more of what they’ve bought as well as new and different products, encourages them to refer new customers.
Physical channel: the details inside are different
http://lifeasahuman.com/files/2011/01/4183278431_9e130bcda5_b.jpgWater goes around a rock
Transcript of "Lean LaunchPad itp 3.3.2014"
AT NYU ITP
Class 5 / 12
March 3, 2014
Jen van der Meer | jd1159 at nyu dot edu
Josh Knowles | chasing at spaceship dot com
Rockets Sketches borrowed from Harry Allen Design
6:00 – 6:30: Working through Customer Relationships and Partnerships
6:30 – 7:00 Guest Speaker Travis Hardman
7:00 – 7:15 Break
7:15 – 8:15 Teams Present
8:15 – 8:30 Dev Planning w. Josh
8:30 – 8:55 Guest Speaker John Bachir
WE ARE HERE
UX Tools, Frameworks
UX Tools Intro
What are the 3 components?
(The most important hypothesis)
What’s their role
Who are they
How do they buy
What pain is being solved for them
How much will it cost us to get an “activated” customer?
“CAC” is cost of all of your sales and marketing expenses over a given period of time,
divided by the number of customers acquired in that window.
Why this is valuable – test different tactics against each other, and understand how to
create a customer acquisition system with you at the help of the inputs.
THE MAGIC ACCELERATOR: THE VIRAL LOOP
The viral co-efficient: the average number of invitations sent by each existing user
times the conversion rate of invitation to new user. The viral coefficient is referred to
as the K value.
Lean Analytics, Alistair Croll, Benjamin
– Social media software and WPP, Omnicom, Publicis
Joint new business development efforts
– Intel inside, Retail co-ops
– Industry week (adweek, fashion week)
Key supplier relationships
– Historical relationship between Microsoft, Dell, and
WHAT WILL YOU TEST?
Hypothesis to get:
What is your hypothesis to keep:
What is your hypothesis to grow:
NEXT WEEK PREP:
. Watch Lecture on Activities, Resources and Costs
Read: Business Model Generation 226-261.
· Cover slide
· Latest version Business Model Canvas with changes marked
· Results of last week’s experiments. What passed, what failed, what did you
· Proposals for next week’s experiments. What constitutes a pass/fail signal for
ITP TEACHING TEAM
Jen van der Meer, Adjunct Professor at ITP since 2008
ITP courses + workshops: Bodies and Buildings, Products Tell Their
Stories, ITP VC Pitchfest, . Currently: Luminary Labs, Angel Investor,
Health Data Challenges, Judge for startup competitions, + SVA PoD
Josh Knowles, ITP ’07
15+ years as an independent developer/consultant, working with
numerous brands and start-up clients (currently under the aegis of
Cognitive Toy Box
Su Hyun Kim
Yuliya Parshina Kottas
MENTORS + TEAMS
Tom Igoe @tigoe
ITP, Arduino, Making Things Talk, NYU
Julie Berkun Fajgenbaum @julieF
Stern Adjunct Professor, Former VP
Amex Open, now startup co-founder
Michael Levitz @michael_levitz
ITP grad, R/GA, Lean
Sarah Krasley @sarahkrasley
Autodesk, Sustainability, Berkeley
Chris Milne @greedo1000
IDEO, Toy Lab, Stanford, LEGO
Cognitive Toy Box
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.