5.2 customer creation.pptx

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Step three in the Steve Blank 4 Steps. Buy and read the book for a better overview.

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5.2 customer creation.pptx

  1. 1. This presentation is made possible by the support of the American People through the United States Agency for International Development (USAID). The contents of this presentation are the sole responsibility of Rick Rasmussen and do not necessarily reflect the views of USAID or the United States Government. Customer Creation Step 3 in the 4 steps to the Epiphany
  2. 2. Customer Creation • You have a product/service and are ready to expand • Creation comes after proof of sales • A strategy not a tactic • Value not noise Customer Discovery Customer Validation Customer Creation Company Building
  3. 3. Customer Creation • Grow customers from few to many • Four Customer Creation activities: – Set objectives – Positioning – Launch – Demand creation • Creation activities are different for each of the three types of startups
  4. 4. Objectives • Launch model • Sales model Positioning • Company/Product positioning by PR agency with audit Launch • Launch/Introduce • Launch type varies by type of startup Demand Creation • Implement demand creation • Depends on type of startup 4 Customer Creation Customer Validation Customer Discovery Customer Creation
  5. 5. Customer Creation Details To Company Building Phase 1 Get Ready Phase 2 Position Company & Product Phase 4 Create Demand Phase 3 Launch Company & Product
  6. 6. Phase 1: Get Ready • Mission Statements • Elevator pitch • Launch Objectives Phase 1 Get Ready Phase 2 Position Company & Product Phase 4 Create Demand Phase 3 Launch Company & Product
  7. 7. Mission Statements • A commercial mission statement consists of 3 essential components: – Key market: who is your target client/customer? (generalize if needed) – Contribution: what product or service do you provide to that client? – Distinction: what makes your product or service unique, so that the client would choose you?
  8. 8. Example Mission Statements "To provide the fast food customer food prepared in the same high- quality manner world-wide that has consistent taste, serving time, and price in a low-key décor and friendly atmosphere. – Key Market: The fast food customer world-wide – Contribution: consistent taste and reasonably-priced food prepared in a high-quality manner – Distinction: delivered consistently (world-wide) in a low-key décor and friendly atmosphere "To provide economy and quality minded travelers with a premier, moderate priced lodging facility which is consistently perceived as clean, comfortable, well-maintained, and attractive, staffed by friendly, attentive and efficient people” – Key Market: economy and quality minded travelers – Contribution: moderate priced lodging – Distinction: consistently perceived as clean, comfortable, well-maintained, and attractive, staffed by friendly, attentive and efficient people
  9. 9. Phase 2: Positioning • Positioning and branding • Collateral – One pager – PowerPoints • Company • Product(s) – Optional video • Launch material – Press release – Sales tools Phase 1 Get Ready Phase 2 Position Company & Product Phase 4 Create Demand Phase 3 Launch Company & Product
  10. 10. Customer Creation Product Positioning Year 1 Objectives Positioning Existing Market •Market share •Differentiation & credibility •Product differentiation Re-Segmenting Existing Market •Market resegmentin •New market share •Segmentation & innovation •Redefining existing market & product differentiation New Market •Market adoption •Vision & innovation in new market •Defining the new market, the need & the solution •Early adopters
  11. 11. Phase 3: Launch • Tactical culmination of all the strategy • Scary and Fun • Huge leverage but only once Phase 1 Get Ready Phase 2 Position Company & Product Phase 4 Create Demand Phase 3 Launch Company & Product
  12. 12. Launch… • Launching a company or a product is akin to launching an ICBM: • Impossible to call back • Its impact will have immense and lasting consequences.
  13. 13. When do you “Launch”? • When you’re ready • When market needs a “boost” • Competitive strategy comes in • Leader vs. Fast Follower
  14. 14. Launch Tools • Audience • Messages • Messengers • Context • Media • Measurement Select Launch Type Select Customer Audiences Select the Messengers Craft the Messages Understand Message Context Understand the Media Measure Success
  15. 15. Typical Launch Materials Branding and Awareness Building Launch Event Public Relations Search Engine marketing Market Research surveys Advertising Lead Generation and Qualification Telemarketing and Telesales Paid Search Advertising Whitepapers Direct Mail Webinars and Seminars Trade Shows Sales Support PowerPoint pitches Customer References Sales Guides ROI analyses Brochures and datasheets Field programs
  16. 16. Customer Creation: Type of Launch Year 1 Objectives Launch Type Existing Market Market share Onslaught Redefining Existing Market Market reframing & new market share Education & appropriate share New Market Market adoption Education: Push the “Tipping Point” (when will customers realize unmet need) 16
  17. 17. Phase 4: Create Demand • Post-launch strategy • Mobilize your resources to effectively position and sell • You can’t create demand if there isn’t any Phase 1 Get Ready Phase 2 Position Company & Product Phase 4 Create Demand Phase 3 Launch Company & Product
  18. 18. Customer Creation Summary • Rules: – No spending until customer validation • Customer and Company alignment – Match the creation strategy to the company type – Match spending goals to year 1 objectives • Exit Criteria – Launched! – Customer Creation strategy defined and underway – Ready for Company Building

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