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Engr245 session 03 customers
 

Engr245 session 03 customers

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    Engr245 session 03 customers Engr245 session 03 customers Presentation Transcript

    • Engineering 245 The Lean LaunchPad Session 3: Customers, Customers, Customers Professors Steve Blank, Ann Miura-Ko, Jon Feiber http://e245.stanford.edu/
    • Agenda
      • Customers
      • Customers
      • Customers
    • VALUE PROPOSITIONS images by JAM what are you offering them? what is that getting done for them? do they care?
    • CUSTOMER SEGMENTS images by JAM which customers and users are you serving? which jobs do they really want to get done?
    • CUSTOMER SEGMENTS images by JAM which customers and users are you serving? which jobs do they really want to get done?
      • Test Hypotheses:
      • Problem
      • Customer
      • User
      • Payer
    • Corporate? Consumer?
      • Business to Business (B to B)
        • Use or buy inside a company
      • Business to Consumer (B to C)
        • Use or buy for themselves
      • Business to Business to Consumer (B to B to C)
        • Sell a business to get to a consumer
        • Other Multi-sided Markets with multiple customers
    • Corporate Customers Business to Business (B to B)
    • What do they want you to do?
      • Increase revenue?
      • Decrease costs?
      • Get them new customers?
      • Keep up with or pass competitors?
      • How important is it?
    • Market Type & Ignoring Customers
      • Existing Market?
      • Resegmenting an Existing Market?
        • niche or low cost
      • New Market?
      • When do I ignore customer feedback?
    • Who’s the Customer in a Company?
      • User?
      • Influencer?
      • Recommender?
      • Decision Maker?
      • Economic Buyer?
      • Saboteur?
      • Archetypes for each?
    • How Do They Interact to Buy?
      • Organization Chart
      • Influence Map
      • Sales Road Map
    • Pass/Fail Signals & Experiments
      • How do you test interest?
      • Where do you test interest?
      • What kind of experiments can you run?
      • How many do you test?
    • How Do They Hear About You?
      • Demand Creation
      • Network effect
      • Sales
    • Consumer Customers Business to Consumer (B to C)
    • What do they want you to do?
      • Does it entertain them?
      • Does it connect them with others?
      • Does it make their lives easier?
      • Does it satisfy a basic need?
      • How important is it?
      • Can they afford it?
    • Market Type & Ignoring Customers
      • Existing Market?
      • Resegmenting an Existing Market?
        • niche or low cost
      • New Market?
      • When do I ignore customer feedback?
    • Consumer Customers
      • Do they buy it by themselves?
      • Do they need approval of others?
      • Do they use it alone or with others?
    • How Do They Decide to Buy?
      • Demand Creation
      • Viral?
      • SEO/SEM
      • Network effect?
      • AARRR (Dave McClure)
    • Pass/Fail Signals & Experiments
      • How do you test interest?
      • Where do you test interest?
      • What kind of experiments can you run?
      • How many do you test?
    • The Consumer Sales Channel
      • A product that’s bits can use the web
      • But getting a physical consumer product into retail distribution is hard
      • Is Wal-Mart a customer?
      • More next week
    • Multi-Sided Markets Business to Business to Consumer (B to B to C)
    • Who’s The Customer?
      • Consumer End Users, Corporate Customers Pay
      • Multiple Consumers
      • Etc.
    • Multiple Customer Segments
      • Each has its own Value Proposition
      • Each has its own Revenue Stream
      • One segment cannot exist without the other
      • Which one do you start with?
    • Team Exercise
    • In-Class Exercise
      • Pick any 3 teams who presented today
      • Tell us who you think their customers will be. Why?
      • How many customers do they need to talk to before they have relevant data?
    • Deliverables for Next Week
      • User / customer hypotheses?  
      • Did you learn anything different?      
      • Did your Value Proposition change?
      • What are your customer acquisition cost hypotheses?
      • What are the benefits (economic  or  other)?    
      • If part of a company, who’s the decision maker, how large is the   budget and how will the buying decision be made?  
      • Web startups: start coding the product !