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Engr245 session 03 customers

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  • 1. Engineering 245 The Lean LaunchPad Session 3: Customers, Customers, Customers Professors Steve Blank, Ann Miura-Ko, Jon Feiber http://e245.stanford.edu/
  • 2. Agenda
    • Customers
    • Customers
    • Customers
  • 3. VALUE PROPOSITIONS images by JAM what are you offering them? what is that getting done for them? do they care?
  • 4. CUSTOMER SEGMENTS images by JAM which customers and users are you serving? which jobs do they really want to get done?
  • 5. CUSTOMER SEGMENTS images by JAM which customers and users are you serving? which jobs do they really want to get done?
  • 6.
    • Test Hypotheses:
    • Problem
    • Customer
    • User
    • Payer
  • 7. 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
  • 8. Corporate Customers Business to Business (B to B)
  • 9. 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?
  • 10. Market Type & Ignoring Customers
    • Existing Market?
    • Resegmenting an Existing Market?
      • niche or low cost
    • New Market?
    • When do I ignore customer feedback?
  • 11. Who’s the Customer in a Company?
    • User?
    • Influencer?
    • Recommender?
    • Decision Maker?
    • Economic Buyer?
    • Saboteur?
    • Archetypes for each?
  • 12. How Do They Interact to Buy?
    • Organization Chart
    • Influence Map
    • Sales Road Map
  • 13. 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?
  • 14. How Do They Hear About You?
    • Demand Creation
    • Network effect
    • Sales
  • 15. Consumer Customers Business to Consumer (B to C)
  • 16. 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?
  • 17. Market Type & Ignoring Customers
    • Existing Market?
    • Resegmenting an Existing Market?
      • niche or low cost
    • New Market?
    • When do I ignore customer feedback?
  • 18. Consumer Customers
    • Do they buy it by themselves?
    • Do they need approval of others?
    • Do they use it alone or with others?
  • 19. How Do They Decide to Buy?
    • Demand Creation
    • Viral?
    • SEO/SEM
    • Network effect?
    • AARRR (Dave McClure)
  • 20. 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?
  • 21. 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
  • 22. Multi-Sided Markets Business to Business to Consumer (B to B to C)
  • 23. Who’s The Customer?
    • Consumer End Users, Corporate Customers Pay
    • Multiple Consumers
    • Etc.
  • 24. 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?
  • 25. Team Exercise
  • 26. 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?
  • 27. 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 !

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