SlideShare a Scribd company logo
1 of 55
Download to read offline
The Lean LaunchPad
Lecture 5: Customer Relationships


             Steve Blank
             Jon Feiber
             John Burke
            Ann Miura-Ko
             Jerry Engel
            Jim Hornthal
             Oren Jacob
key activities   value             customer
                         proposition       relationships




     key                                               customer
partners                                               segments




     cost                                              revenue
structure         key                                  streams
            resources                  channels
                                                             1
                                                       images by JAM
CUSTOMER RELATIONSHIPS




what relationships are you establishing with each segment?
      personal? automated? acquisitive? Retentive??
WeCall Customer Relationships
Demand Creation
• Get, Keep and Grow
• How will customers hear about your product?
• How much will it cost to acquire a customer using these
  strategies?
• How does market type impact my demand creation strategy?
Customer Relationship Definition


              Get
             Keep
             Grow
Get Customers



                5
Who needs to hear about you?


   End User       Suppliers



 Influencer /
                  Channels
Recommender



Economic Buyer   Government




Decision Maker    Partners
Demand Creation Getting Free Users
     Demand
     Creation

                •   Search Engine Optimization (SEO)
                •   Blogging / Sharable content
                •   Social Media / Gaming Mechanics
                •   Communities
                •   Proven viral coefficient >1
Demand Creation Paying For Users

                 Public Relations
      Demand
      Creation   Demand Capture
                    SEM
                    “Free” products (e.g. widgets)
                    Biz Dev
                    Affiliate Marketing
                 Market Education
                    Webinars
                    Email marketing
                    Trade Shows
                    Analyst Reports
                    Direct Sales
                    TV / Radio
Get Customers Funnel - Physical


              “Get Customers” Funnel
Demand Creation Feeds the Sales Funnel
    Demand
    Creation
               Acquisition
                                 Paying
                                Customers

                                      $
Keep Customers



                 11
Keep Customers Funnel - Physical

  Earned and
  Paid Media
                               Loyalty Programs
               Get Customers
                                             product updates



                                Keep Customers


                                         Customer check-in calls
                         Customer satisfaction survey
Grow Customers



                 13
Grow Customers Funnel - Physical

Earned and
Paid Media                                            Grow Customers
             Get Customers              product updates
                              Loyalty Programs



                                Keep Customers



                                  Customer check-in calls
                   customer satisfaction survey
Get Customers



                15
Get Customers Funnel – Web/Mobile



                “Get Customers” Funnel




                      Viral Loop
Demand Creation Feeds the Sales Funnel

            Earned and
            Paid Media
       PR
                         “Get Customers” Funnel
  Viral Mktg
      SEO

   SEM/PPC

Blogs/Websit
e
Affiliate Mktg

  Advertising

 Tradeshows
                               Viral Loop
Keep Customers



                 18
Keep Customers Funnel - Web/Mobile


 Earned and
 Paid Media
              “Get Customers”
                                           Product updates
                           Affiliate Programs


                            Keep Customers

                                    Contests,
                                     events
                           Blogs,            Loyalty
                            RSS,            Programs
                   Viral   emails
                   Loop
Grow Customers



                 20
Grow Customers Funnel - Web/Mobile


  Earned and
  Paid Media
                                                 Grow Customers
                                   product updates
                       Affiliate Programs



                         Keep Customers



                            Contests,
                              events
                        Blogs,     LoyaltyProgra
                         RSS,           ms
                        emails
               Viral
               Loop
• How many come through the
  first step?
• How much does that cost?
• What is the conversion between
  each level?
• How much in revenues can you
  get out of each acquired
  customer?
Demand Creation by Market Type

              • Create, drive demand into your
  Existing      sales channel

              • Educate the market about what‟s
Resegmented     changed
              • Drive demand into channel

              • Educate the market
   New        • Identify/drive early adopters into your
                sales channels

   Clone      • Copy a business
Market Type
                           Existing         Resegmented            New
  Customers         Known                Possibly Known     Unknown
  Customer Needs    Performance          Better fit         Transformational
                                                            improvement
  Competitors       Many              Many if wrong,        None
How does market type           influence demand
                                      few if right        creation?
  Risk              Lack of branding,    Market and         Evangelism and
                    sales and            product re-        education cycle
                    distribution         definition
                    ecosystem
  Examples          Google               Southwest          Groupon


                       Market Type determines:
                      Rate of customer adoption
                    Sales and Marketing strategies
                          Cash requirements
Team Deliverable by Next Week - Web
    Get a working web site and analytics up and running
     –   Track where your visitors are coming from (marketing campaign, search
         engine, etc.) and how their behavior differs
     –   What were your hypotheses about your web site results?
 •   Actually engage in “search engine marketing” (SEM)
 •   Spend $20 as a team to test customer acquisition cost.
     •   Ask your users to take action, such as signing up for a newsletter.
     •   Use Google Analytics to measure the success of your campaigning.
     •   Change messaging on site during the block to get costs lower, team that
         gets the lowest delta costs wins.
 •   If you assume virality
     •   show viral propagation of your product and the improvement of your viral
         coefficient over several experiments
 •   What is your assumed customer lifetime value?
     •   Are there any proxy companies that would suggest that
         this is a reasonable number?
Team Deliverable by Next Week
•   For non-web teams:
    •   Get prototype demo working.
    •   Build demand creation budget and forecast.
    •   What is your customer acquisition cost?
    •   Did anything change about Value Proposition or Customers/Users?
    •   What is your customer lifetime value? Channel incentives – does your
        product or proposition extend or replace existing revenue for the channel?
    •   What is the “cost” of your channel, and it’s efficiency vs. your selling price?
•   Everyone: Update you blog/wiki/journal
    •   What kind of initial feedback did you receive from your users?
    •   What are the entry barriers?
    •   Present and explain your marketing campaign. What worked best and why?
Examples



           27
implantable drug infusion pumps
                        with remote physician control
                      for chronic pain patients at home

              “the right dose at the right time and place”




Christian Gutierrez (EL), Ellis Meng (PI), Carol Christopher (IM), Tuan Hoang (FE)
Chronic Pain v4                         FS Team


                        Trade shows
                                               Faster relief           Training             Patients
                        Formulary Acceptance
KOLs
                                                                       Clinical data
                                               Efficient patient
                        FDA
Foundations                                    management and                               Clinicians
                                               Dosing flexibility      Support
                        CMS (Medicare)
Advocacy Groups
                                               Access to high-value
OEMs                                           therapies and                                Institutions
                        IP                     pharmacoeconomics       Hospitals
Wireless
Developers
                        Proprietary
                                               pharmacoeconomics       Pain clinics         Payors/ICA
                        knowledge
Electronic health
record providers        Human
                        Resources

                    Product Dev Costs                                          Unit sales

                    Manufacturing Costs                                        Support Services
Marketing Costs               FDA/Clinical Trials
                                                              Bundled kits             Electronic records
Getting out

Clinicians              Dr. Stan Louie, Drug Formulation Expert (USC Pharmacy)
                        Dr. Giovanni Cucchiaro, Anesthesiologist (CHLA)


Institutions/patients   Dr. Diana Hull, Physician (Group Health in Washington state,
                            formerly at Kaiser California)
                        Thomas Hsu, Insurance Specialist (Network Medical
                            Management; a California ICA)
                        Two chronic pain patients
                         Pump user and creator of support forum
                         User of oral narcotics and patches


Regulatory              Dr. Frances Richmond (Director Regulatory Science Program,
                            USC)


                        Richard Hull (formerly at company selling Lapband)
Entrepreneurs/
Industry
Product flow/Channel
Electronic                                                   Partners/
  Health                      Fluid Synchrony
                                                              OEMS
 Records

                Electronic   Support Pump +        Bundled
                 Records     Services Controller     Kits




                                 Hospitals
                             (Anesthesiologists
Patients                      Neurosurgeons)


                                Pain Clinic
                             (Anesthesiologists
                              Neurosurgeons)
Hospitals
                    Channels (Direct)
Pain Clinics


               • Direct to institutions
                  • Some formularies involved in purchase
                     decisions
                  • Some doctors make purchase decision
                     directly
               • Device company/Doctor relationship is key
               • Heavily influenced by :
                  • Clinical study results
                  • Regulatory approval
                  • Reimbursement
Patient Care Flow (Now)
                                                                      Partners/
                                      Fluid Synchrony
                                                                       OEMS

                                      Support Pump +        Bundled
                                      Services Controller     Kits




                                         Hospitals
                    Surgery/Rx/      (Anesthesiologists
   Patient
 Discharged       reprogramming       Neurosurgeons)


                                        Pain Clinic
Trial period/      Scheduled         (Anesthesiologists
Home setting       follow-up          Neurosurgeons)


   Weeks/months
                        Key factors: Reimbursement , state regulations
Patient Care Flow (Proposed)
  Electronic                                                                      Partners/
    Health                                         Fluid Synchrony
                                                                                   OEMS
   Records

                                     Electronic   Support Pump +        Bundled
                                      Records     Services Controller     Kits
         Actionable feedback
         to doctors/institutions



           E-prescription / closing loop
                                                      Hospitals
                       Surgery/Rx/                (Anesthesiologists
   Patient
 Discharged          reprogramming                 Neurosurgeons)


                                                     Pain Clinic
Trial period/          Scheduled                  (Anesthesiologists
Home setting           follow-up                   Neurosurgeons)

   Weeks/months
        Days                Key factors: Reimbursement , state regulations
Regulatory considerations
                      PMA                 510K
         Trial size   100’s of patients   20-100
         Costs           Up to $100,000 per patient
                      $10-50 MM           $1-10 MM
         Time         ~ 3-4 yrs + post   ~ 2-3 yrs
                      approval follow-on


• PMA approval with grouping of FDA approved drugs.
• Clinical trials results used to obtain CMS (Medicare)
  approval
• 510K restricts technology to predicate devices
   • Can be more difficult to market against incumbents
• European CE mark is easier to attain (safety and
  performance only)
Take-aways
• Channel is direct in this existing market
   • Channel for e-health is more complex and evolving
• State-to-state regulations can impact incentives
   • Can pose problems as electronic records systems vary
      across the country

                   Next Steps
• Understand costs associated with reaching
  doctors/institutions directly
• Understand structure of e-health channel
• Develop regulatory pathway (timelines and cost profile)
Chronic Pain v4                         FS Team


                        Trade shows                                    Training
                                               Faster relief                                Patients
KOLs                    Formulary Acceptance
                                                                       Clinical data
                                               Efficient patient
Foundations             FDA                    management and                               Clinicians
                                               Dosing flexibility      Support
Advocacy Groups
                                               Access to high-value
OEMs                                           therapies and                                Institutions
                        IP                     pharmacoeconomics       Hospitals
Wireless
Developers
                        Proprietary
                                               pharmacoeconomics       Pain clinics         Payors
                        knowledge
Electronic health
record providers        Human
                        Resources

                    Product Dev Costs                                          Unit sales

                    Manufacturing Costs                                        Support Services
Marketing Costs               FDA/Clinical Trials
                                                              Bundled kits             Electronic records
“insero” = to plant
                                              ”gen” = gene




     Manufacturing platform for               Lucas Arzola (EL)
  rapid, cost-effective, and scalable      Karen McDonald (PI)
production of therapeutics in tobacco   Vasilis Voudouris (Mentor)
What We Know

 We have a novel technology platform with numerous market
    opportunities
 Our working hypothesis – that we can scale up and commercialize our
    platform for production of life-saving therapeutics
 Jon Feiber – “Since you are a platform technology, it makes sense to
    engage in „market discovery‟ and „customer discovery‟ at the same
    time during the next weeks”
 Challenging this hypothesis by speaking with as many experts and
    customers as we can
 This week: explored decision making and distribution channels in the
    case of a pandemic
The Business Model Canvas                    Target Product – seasonal & pandemic flu vaccines



Tobacco Suppliers   R&D                      Speed                    Long-Term             U.S. Government
Gene Synthesis      Manufacturing            Cost-Effectiveness       Contracts with        - CDC
Companies           Regulatory Approval      Robustness               Government and        - HHS BARDA
CMOs                Licensing                Scalability              Vaccine               - DOD DARPA
- Purification      Marketing                Safety                   Manufacturers         Foreign Governments
- Fill & Finish                              Ease of Customization                          NGOs
- Packaging                                  U.S. Supply                                    Vaccine Manufacturers
- QA/QC                                                                                     -Established and
CROs                                                                                        Emerging Biotech
- Clinical Trials
FDA                 IP – Patents, Trade
                    Secret
                    Manufacturing Facility
                                                                     Distribution through
                                                                     Government and
                                                                     Pharma Companies



 Capital Investments                                      Contract Manufacturing
 Manufacturing Costs                                      Fully Integrated Manufacturing (Sales)
 Licensing Costs                                          Licensing (Royalties)
 Marketing
Getting Out of the Lab!
Cast a broad net by talking to many different experts and customers:

(1) Executives from large companies

           Name                          Title                   Institution
       Michael Girard           Sustainability Manager             Aerojet
      Michael Jacobson    Director of Corporate Responsibility      Intel
        Joseph Kieren      Director of Corporate Real Estate        AT&T

(2) Entrepreneurs and angel investors from Sacramento
        Name                           Title                       Institution
   Andrew Hargadon          Professor of Management                 UC Davis
     WilAgatstein           Professor of Management                 UC Davis
      LarryPalley            Former General Manager                   Intel
      John Selep               Operations Manager                      HP
    ThomasAlberts                   Consultant                        SBDC
     Cary Adams             Head of MedStart Program                  SARTA
Getting Out of the Lab!

(3) Experts in the commercialization of biotech platform technologies

         Name                               Title                Institution
     Greg McParland                     Consultant              DSM Ventures
     Fernando Garcia                 Senior Director               Amyris




(4) Experts in vaccine manufacturing

          Name                      Title                  Institution
        Ann Arvin      PCAST Vaccinology Working Group       Stanford
                       (Key Opinion Leader on Vaccines)
        Misa Sugui            Associate Scientist          MedImmune
      Floro Cataniag         Laboratory Manager            MedImmune
Channels and Distribution

Conversation with Dr. Ann Arvin – Key Opinion Leader on vaccines
In the case of a pandemic:
 Vaccine manufacturers have to be producing vaccines for seasonal flu –
  regulatory approval, QA, and validation need to be in place
 When a pandemic occurs, the government (BARDA) negotiates a manufacturing
  contract with vaccine companies – number of doses, formulation, price, and time
  are agreed upon
 CDC provides the elucidated strain to the manufacturer
 FDA considers the pandemic flu vaccine to be a variation of the seasonal flu
  vaccine – new regulatory approval is not necessary
 Vaccine manufacturers work with the new strain to ramp up production as
  quickly as they can – takes 4-6 months
 Sterility and quality testing is performed for the produced vaccines – some tests
  are done in-house and some are done by outside laboratories
 Vaccine is released
Channels and Distribution

Getting the vaccines to the patients
 Vaccine manufacturers have contracts with wholesalers (i.e. McKesson Corp.)
  to distribute the vaccines – distribution is not a cost for the manufacturers, they
  hand over the product
 In the case of a pandemic, vaccines are also distributed through local contracts
  with the state health departments
 Theydistribute the vaccines to hospitals and clinics, where they can be
  administered to the patients
Organizational Strategy

Conversation with Greg McParland – Former CEO of biotech
  platform company: the virtual biotechnology company model
“Starting out and for as long as you can, you should be a virtual
   company. You can have contracts to outsource the downstream part of the
   process (purification, fill and finish, packaging, etc.) ”
“Keep your core technology and focus on using your manufacturing platform
   for protein production”.
Common practice in biotechnology – almost every company has contracts with
   CROs, CMOs, marketing and distribution arrangements, etc.
More flexibility – move quickly from failed avenues of research to more
   promising projects
Startups partner with big pharma companies to complete clinical trials and take
   product to market
“If you build it, they will come” – but only build the essential core
    that lets you control your technology platform
More Feedback

Conversation with Dr. Ann Arvin – Key Opinion Leader on vaccines
 Pain point: Reliability issues with traditional egg platform - willingness to move
  away to a different manufacturing platform
 Pain point: Current platforms are not fast enough, cannot have an impact in case
  of a pandemic - sense of urgency in finding a manufacturing platform that can
  produce vaccines faster and at a large scale
 Given this landscape, we still believe our technology can solve a significant
  problem in the vaccine market
Conversation with Dr. Misa Sugui & Dr. Floro Cataniag – MedImmune
 Pain point: attenuated virus platform is harder to work with, safety measures are
  more stringent – would prefer recombinant subunit vaccines
 Wish: a faster process for vaccine production (our technology can help with this)
 Wish: a faster process for clinical trials and for approval of new drugs (this we
  can’t do anything about)
 MedImmune is a possible partner - always looking for new vaccine production
  technologies and new products to incorporate in their pipeline
More Feedback

Conversation with Fernando Garcia – Amyris
   Biotech platform technology company
   First target product: drug for malaria, partnered with Sanofi to commercialize
   Change in strategy: they have transitioned into making biofuels
   Why have they made this transition? We will follow up with one of the founders
    of the company to find out
Next Steps
 We believe we have a good feel for our value proposition

 We need to better understand how we can sell to customers and
  how to establish these relationships, how partners’ decisions
  are made – meeting with Sanofi Head of External R&D

 Keep searching for a business model that will allow us to
   commercialize our technology – looking for meetings with
   companies that distribute/sell flu vaccine antigens for
   research and diagnostic use, trying to determine market
   size

 We need to talk to many more experts and customers…
Business Canvas
Interviews


              Action                                  Motion
Customer Interaction Meetings:           Planned Customer Interaction
1. Director of R&D of C/A partner        Meetings:
2. NETL Methane Hydrate RG               1. Jeff Farbacher, CEO Accutran
3. Ed Faust, Global Marketing, Siemens   2. Ed Faust, Global Marketing,
4. Former GE Employee                       Siemens
5. Berkeley sensors group                3. Charles Noll, Marcellus Shale
6. Tim Fogarty, Director of IW Energy       Coalition

Hypothesis Testing:                      Planned Hypothesis Testing:
1. Ed Faust, Global Marketing, Siemens   1. Dr. GiladKusne, NIST
                                         2. Ann Truschel, Corporate Insurance
                                            Broker
                                         3. Tim Fogarty, Director of IW Energy
Chemical,
                                                              Physical,
                                                              Thermal
                                                              ….
                                      Chemical
                                        - Every significant market segment has
                                          specific marketing agencies directed
                                          towards selling them goods
       Direct Marketing

Possible


                      Not Possible
                    [Too expensive]
Chemical,
                                                              Physical,
                                                              Thermal
                                                              ….
                                      Chemical
                                        - Every significant market segment has
                                          specific marketing agencies directed
                                          towards selling them goods
       Direct Marketing

Possible


                      Not Possible
                    [Too expensive]
Direct sales to plants typically is a very hard wayChemical,
                                                      to generate
                                                     Physical,
             scalable business in the sensors market.Thermal
                                                          ….
Typically much better to bundle product into offerings from larger
                              Chemical
                       sensors businesses
                                - Every significant market segment has
                                      specific marketing agencies directed
                                      towards selling them goods
           Agrees with current approach to this first market!
       Direct Marketing

Possible


                      Not Possible
                    [Too expensive]
Org. Chart – Current C/A Partner

                       CEO, CTO, CFO, etc. etc. etc.

                             Global Director of R&D




     CEO,
     Director of R&D          Director of R&D
     Director of Marketing
     Director of Product
              Service

     Engineers, etc. etc.
     etc.

More Related Content

What's hot

Go-to-Market Best Practices for Startups
Go-to-Market Best Practices for StartupsGo-to-Market Best Practices for Startups
Go-to-Market Best Practices for Startupsa16z
 
Customer Development/Lean Startup 092609 class 7 and 8
Customer Development/Lean Startup 092609 class 7 and 8Customer Development/Lean Startup 092609 class 7 and 8
Customer Development/Lean Startup 092609 class 7 and 8Stanford University
 
Value Proposition Design
Value Proposition DesignValue Proposition Design
Value Proposition DesignLifehack HQ
 
B2B Segmentation Strategies
B2B Segmentation StrategiesB2B Segmentation Strategies
B2B Segmentation StrategiesDemandbase
 
0 to 1- Taking a Concept & Launching an MVP by Wish Product Leader
0 to 1- Taking a Concept & Launching an MVP by Wish Product Leader 0 to 1- Taking a Concept & Launching an MVP by Wish Product Leader
0 to 1- Taking a Concept & Launching an MVP by Wish Product Leader Product School
 
Business Model Generation - Part1: Canvas
Business Model Generation - Part1: CanvasBusiness Model Generation - Part1: Canvas
Business Model Generation - Part1: CanvasSemantia
 
The value proposition builder workbook
The value proposition builder workbookThe value proposition builder workbook
The value proposition builder workbookIncubation & Industry
 
Customer Development at Startup2Startup
Customer Development at Startup2StartupCustomer Development at Startup2Startup
Customer Development at Startup2StartupStanford University
 
Sales Playbook Template
Sales Playbook TemplateSales Playbook Template
Sales Playbook TemplateDemand Metric
 
Nsf online lecture 8 resources and costs
Nsf online lecture 8 resources and costsNsf online lecture 8 resources and costs
Nsf online lecture 8 resources and costsStanford University
 
Business Model Canvas (Dr. Htet Zan Linn)
Business Model Canvas (Dr. Htet Zan Linn)Business Model Canvas (Dr. Htet Zan Linn)
Business Model Canvas (Dr. Htet Zan Linn)Htet Zan Linn
 
Lean Startup presentation for Maples Investments by Steve Blank and Eric Ries
Lean Startup presentation for Maples Investments by Steve Blank and Eric RiesLean Startup presentation for Maples Investments by Steve Blank and Eric Ries
Lean Startup presentation for Maples Investments by Steve Blank and Eric RiesEric Ries
 
Ikea presentation
Ikea presentationIkea presentation
Ikea presentationMimi Nguyen
 
Business model Canvas
Business model CanvasBusiness model Canvas
Business model CanvasIbrahim Faza
 
Nsf online lecture 5 customer relationships
Nsf online lecture 5 customer relationshipsNsf online lecture 5 customer relationships
Nsf online lecture 5 customer relationshipsStanford University
 
Value Proposition Canvas (explained)
Value Proposition Canvas (explained)Value Proposition Canvas (explained)
Value Proposition Canvas (explained)Julius Parrisius
 
Go to-market strategy for B2B SaaS companies
Go to-market strategy for B2B SaaS companiesGo to-market strategy for B2B SaaS companies
Go to-market strategy for B2B SaaS companiesGuillaume Lerouge
 

What's hot (20)

Fitbit Go-To Market Plan
Fitbit Go-To Market PlanFitbit Go-To Market Plan
Fitbit Go-To Market Plan
 
Go-to-Market Best Practices for Startups
Go-to-Market Best Practices for StartupsGo-to-Market Best Practices for Startups
Go-to-Market Best Practices for Startups
 
The startup owners manual sxsw
The startup owners manual sxswThe startup owners manual sxsw
The startup owners manual sxsw
 
Customer Development/Lean Startup 092609 class 7 and 8
Customer Development/Lean Startup 092609 class 7 and 8Customer Development/Lean Startup 092609 class 7 and 8
Customer Development/Lean Startup 092609 class 7 and 8
 
Value Proposition Design
Value Proposition DesignValue Proposition Design
Value Proposition Design
 
B2B Segmentation Strategies
B2B Segmentation StrategiesB2B Segmentation Strategies
B2B Segmentation Strategies
 
0 to 1- Taking a Concept & Launching an MVP by Wish Product Leader
0 to 1- Taking a Concept & Launching an MVP by Wish Product Leader 0 to 1- Taking a Concept & Launching an MVP by Wish Product Leader
0 to 1- Taking a Concept & Launching an MVP by Wish Product Leader
 
Business Model Generation - Part1: Canvas
Business Model Generation - Part1: CanvasBusiness Model Generation - Part1: Canvas
Business Model Generation - Part1: Canvas
 
The value proposition builder workbook
The value proposition builder workbookThe value proposition builder workbook
The value proposition builder workbook
 
Customer Development at Startup2Startup
Customer Development at Startup2StartupCustomer Development at Startup2Startup
Customer Development at Startup2Startup
 
Sales Playbook Template
Sales Playbook TemplateSales Playbook Template
Sales Playbook Template
 
Nsf online lecture 8 resources and costs
Nsf online lecture 8 resources and costsNsf online lecture 8 resources and costs
Nsf online lecture 8 resources and costs
 
Business Model Canvas (Dr. Htet Zan Linn)
Business Model Canvas (Dr. Htet Zan Linn)Business Model Canvas (Dr. Htet Zan Linn)
Business Model Canvas (Dr. Htet Zan Linn)
 
Lean Startup presentation for Maples Investments by Steve Blank and Eric Ries
Lean Startup presentation for Maples Investments by Steve Blank and Eric RiesLean Startup presentation for Maples Investments by Steve Blank and Eric Ries
Lean Startup presentation for Maples Investments by Steve Blank and Eric Ries
 
Ikea presentation
Ikea presentationIkea presentation
Ikea presentation
 
Business model Canvas
Business model CanvasBusiness model Canvas
Business model Canvas
 
Nsf online lecture 5 customer relationships
Nsf online lecture 5 customer relationshipsNsf online lecture 5 customer relationships
Nsf online lecture 5 customer relationships
 
Brand Identity
Brand IdentityBrand Identity
Brand Identity
 
Value Proposition Canvas (explained)
Value Proposition Canvas (explained)Value Proposition Canvas (explained)
Value Proposition Canvas (explained)
 
Go to-market strategy for B2B SaaS companies
Go to-market strategy for B2B SaaS companiesGo to-market strategy for B2B SaaS companies
Go to-market strategy for B2B SaaS companies
 

Viewers also liked

Business Model Workshop: the Startup Metrics
Business Model Workshop: the Startup MetricsBusiness Model Workshop: the Startup Metrics
Business Model Workshop: the Startup MetricsKeith McGreggor
 
Lean Startups in Japanese Companies takashi tsutsumi_masato_iino
Lean Startups in Japanese Companies takashi tsutsumi_masato_iinoLean Startups in Japanese Companies takashi tsutsumi_masato_iino
Lean Startups in Japanese Companies takashi tsutsumi_masato_iinoStanford University
 

Viewers also liked (7)

Engr 245 session 07 partners
Engr 245  session 07 partnersEngr 245  session 07 partners
Engr 245 session 07 partners
 
E245 agora week7
E245 agora week7E245 agora week7
E245 agora week7
 
E245 personallibraries week7
E245 personallibraries week7E245 personallibraries week7
E245 personallibraries week7
 
E245 dcveritas week7
E245 dcveritas week7E245 dcveritas week7
E245 dcveritas week7
 
Business Model Workshop: the Startup Metrics
Business Model Workshop: the Startup MetricsBusiness Model Workshop: the Startup Metrics
Business Model Workshop: the Startup Metrics
 
E245 autonomow week7
E245 autonomow week7E245 autonomow week7
E245 autonomow week7
 
Lean Startups in Japanese Companies takashi tsutsumi_masato_iino
Lean Startups in Japanese Companies takashi tsutsumi_masato_iinoLean Startups in Japanese Companies takashi tsutsumi_masato_iino
Lean Startups in Japanese Companies takashi tsutsumi_masato_iino
 

Similar to Lecture 5 customer relationships 120411

Lean Launchpad Tucson - Customer Relationships
Lean Launchpad Tucson - Customer RelationshipsLean Launchpad Tucson - Customer Relationships
Lean Launchpad Tucson - Customer RelationshipsAaron Eden
 
3b gkg-customer relationships.2013.q2
3b gkg-customer relationships.2013.q23b gkg-customer relationships.2013.q2
3b gkg-customer relationships.2013.q2iain.verigin
 
Feeling Overwhelmed by Data?
Feeling Overwhelmed by Data?Feeling Overwhelmed by Data?
Feeling Overwhelmed by Data?Act-On Software
 
2012 online roadmap final v5
2012 online roadmap final v52012 online roadmap final v5
2012 online roadmap final v5David Wolfe
 
Principles of marketing
Principles of marketingPrinciples of marketing
Principles of marketingAnasia Younis
 
Practical Tips for Lead Generation Through Display Advertising
Practical Tips for Lead Generation Through Display AdvertisingPractical Tips for Lead Generation Through Display Advertising
Practical Tips for Lead Generation Through Display AdvertisingVivastream
 
7steps marketing power workshop 9.30.10
7steps marketing power workshop 9.30.107steps marketing power workshop 9.30.10
7steps marketing power workshop 9.30.10Moxie Marketing
 
July 2009 V12 Group Positioning
July 2009 V12 Group PositioningJuly 2009 V12 Group Positioning
July 2009 V12 Group PositioningAllenMadoff
 
Zerobyte Presentation
Zerobyte PresentationZerobyte Presentation
Zerobyte PresentationRajesh Mondal
 
Why Social Media Marketing
Why Social Media MarketingWhy Social Media Marketing
Why Social Media MarketingAlterian
 
Digital Marketing ROI: Which Half of My Digital Is Working?
Digital Marketing ROI: Which Half of My Digital Is Working?Digital Marketing ROI: Which Half of My Digital Is Working?
Digital Marketing ROI: Which Half of My Digital Is Working?David Rogers
 
Get More From Advertising! 5 Questions to Ask Your Ad Agent
Get More From Advertising! 5 Questions to Ask Your Ad AgentGet More From Advertising! 5 Questions to Ask Your Ad Agent
Get More From Advertising! 5 Questions to Ask Your Ad AgentSigma Business Management, Inc.
 
Get More From Advertising! 5 Questions to Ask Your Ad Agent
Get More From Advertising! 5 Questions to Ask Your Ad AgentGet More From Advertising! 5 Questions to Ask Your Ad Agent
Get More From Advertising! 5 Questions to Ask Your Ad AgentSigma Business Management, Inc.
 
Blending the Best of Customer Communities with Agent Assisted Service
Blending the Best of Customer Communities with Agent Assisted ServiceBlending the Best of Customer Communities with Agent Assisted Service
Blending the Best of Customer Communities with Agent Assisted ServiceGet Satisfaction
 
Acquisition marketing leads via the cloud march 13
Acquisition marketing leads via the cloud march 13Acquisition marketing leads via the cloud march 13
Acquisition marketing leads via the cloud march 13iCumulus
 
Finding & Nurturing the Right Prospects
Finding & Nurturing the Right ProspectsFinding & Nurturing the Right Prospects
Finding & Nurturing the Right ProspectsLeadLife Solutions
 
Mary Alice Harrington - Impact Marketing
Mary Alice Harrington - Impact MarketingMary Alice Harrington - Impact Marketing
Mary Alice Harrington - Impact MarketingSelf employed
 
7 steps to marketing success sugar con 2010
7 steps to marketing success   sugar con 20107 steps to marketing success   sugar con 2010
7 steps to marketing success sugar con 2010Leading Results, Inc
 
Presentation dialoguebeat english
Presentation dialoguebeat englishPresentation dialoguebeat english
Presentation dialoguebeat englishnettingsolutions
 

Similar to Lecture 5 customer relationships 120411 (20)

Lean Launchpad Tucson - Customer Relationships
Lean Launchpad Tucson - Customer RelationshipsLean Launchpad Tucson - Customer Relationships
Lean Launchpad Tucson - Customer Relationships
 
3b gkg-customer relationships.2013.q2
3b gkg-customer relationships.2013.q23b gkg-customer relationships.2013.q2
3b gkg-customer relationships.2013.q2
 
Feeling Overwhelmed by Data?
Feeling Overwhelmed by Data?Feeling Overwhelmed by Data?
Feeling Overwhelmed by Data?
 
#NexusCafe - Customer Lifecycle Engagement
#NexusCafe - Customer Lifecycle Engagement#NexusCafe - Customer Lifecycle Engagement
#NexusCafe - Customer Lifecycle Engagement
 
2012 online roadmap final v5
2012 online roadmap final v52012 online roadmap final v5
2012 online roadmap final v5
 
Principles of marketing
Principles of marketingPrinciples of marketing
Principles of marketing
 
Practical Tips for Lead Generation Through Display Advertising
Practical Tips for Lead Generation Through Display AdvertisingPractical Tips for Lead Generation Through Display Advertising
Practical Tips for Lead Generation Through Display Advertising
 
7steps marketing power workshop 9.30.10
7steps marketing power workshop 9.30.107steps marketing power workshop 9.30.10
7steps marketing power workshop 9.30.10
 
July 2009 V12 Group Positioning
July 2009 V12 Group PositioningJuly 2009 V12 Group Positioning
July 2009 V12 Group Positioning
 
Zerobyte Presentation
Zerobyte PresentationZerobyte Presentation
Zerobyte Presentation
 
Why Social Media Marketing
Why Social Media MarketingWhy Social Media Marketing
Why Social Media Marketing
 
Digital Marketing ROI: Which Half of My Digital Is Working?
Digital Marketing ROI: Which Half of My Digital Is Working?Digital Marketing ROI: Which Half of My Digital Is Working?
Digital Marketing ROI: Which Half of My Digital Is Working?
 
Get More From Advertising! 5 Questions to Ask Your Ad Agent
Get More From Advertising! 5 Questions to Ask Your Ad AgentGet More From Advertising! 5 Questions to Ask Your Ad Agent
Get More From Advertising! 5 Questions to Ask Your Ad Agent
 
Get More From Advertising! 5 Questions to Ask Your Ad Agent
Get More From Advertising! 5 Questions to Ask Your Ad AgentGet More From Advertising! 5 Questions to Ask Your Ad Agent
Get More From Advertising! 5 Questions to Ask Your Ad Agent
 
Blending the Best of Customer Communities with Agent Assisted Service
Blending the Best of Customer Communities with Agent Assisted ServiceBlending the Best of Customer Communities with Agent Assisted Service
Blending the Best of Customer Communities with Agent Assisted Service
 
Acquisition marketing leads via the cloud march 13
Acquisition marketing leads via the cloud march 13Acquisition marketing leads via the cloud march 13
Acquisition marketing leads via the cloud march 13
 
Finding & Nurturing the Right Prospects
Finding & Nurturing the Right ProspectsFinding & Nurturing the Right Prospects
Finding & Nurturing the Right Prospects
 
Mary Alice Harrington - Impact Marketing
Mary Alice Harrington - Impact MarketingMary Alice Harrington - Impact Marketing
Mary Alice Harrington - Impact Marketing
 
7 steps to marketing success sugar con 2010
7 steps to marketing success   sugar con 20107 steps to marketing success   sugar con 2010
7 steps to marketing success sugar con 2010
 
Presentation dialoguebeat english
Presentation dialoguebeat englishPresentation dialoguebeat english
Presentation dialoguebeat english
 

More from Stanford University

Team Networks - 2022 Technology, Innovation & Great Power Competition
Team Networks  - 2022 Technology, Innovation & Great Power CompetitionTeam Networks  - 2022 Technology, Innovation & Great Power Competition
Team Networks - 2022 Technology, Innovation & Great Power CompetitionStanford University
 
Team LiOn Batteries - 2022 Technology, Innovation & Great Power Competition
Team LiOn Batteries  - 2022 Technology, Innovation & Great Power CompetitionTeam LiOn Batteries  - 2022 Technology, Innovation & Great Power Competition
Team LiOn Batteries - 2022 Technology, Innovation & Great Power CompetitionStanford University
 
Team Quantum - 2022 Technology, Innovation & Great Power Competition
Team Quantum  - 2022 Technology, Innovation & Great Power CompetitionTeam Quantum  - 2022 Technology, Innovation & Great Power Competition
Team Quantum - 2022 Technology, Innovation & Great Power CompetitionStanford University
 
Team Disinformation - 2022 Technology, Innovation & Great Power Competition
Team Disinformation  - 2022 Technology, Innovation & Great Power CompetitionTeam Disinformation  - 2022 Technology, Innovation & Great Power Competition
Team Disinformation - 2022 Technology, Innovation & Great Power CompetitionStanford University
 
Team Wargames - 2022 Technology, Innovation & Great Power Competition
Team Wargames  - 2022 Technology, Innovation & Great Power CompetitionTeam Wargames  - 2022 Technology, Innovation & Great Power Competition
Team Wargames - 2022 Technology, Innovation & Great Power CompetitionStanford University
 
Team Acquistion - 2022 Technology, Innovation & Great Power Competition
Team Acquistion  - 2022 Technology, Innovation & Great Power Competition Team Acquistion  - 2022 Technology, Innovation & Great Power Competition
Team Acquistion - 2022 Technology, Innovation & Great Power Competition Stanford University
 
Team Climate Change - 2022 Technology, Innovation & Great Power Competition
Team Climate Change - 2022 Technology, Innovation & Great Power Competition Team Climate Change - 2022 Technology, Innovation & Great Power Competition
Team Climate Change - 2022 Technology, Innovation & Great Power Competition Stanford University
 
Altuna Engr245 2022 Lessons Learned
Altuna Engr245 2022 Lessons LearnedAltuna Engr245 2022 Lessons Learned
Altuna Engr245 2022 Lessons LearnedStanford University
 
Invisa Engr245 2022 Lessons Learned
Invisa Engr245 2022 Lessons LearnedInvisa Engr245 2022 Lessons Learned
Invisa Engr245 2022 Lessons LearnedStanford University
 
ānanda Engr245 2022 Lessons Learned
ānanda Engr245 2022 Lessons Learnedānanda Engr245 2022 Lessons Learned
ānanda Engr245 2022 Lessons LearnedStanford University
 
Gordian Knot Center Roundtable w/Depty SecDef
Gordian Knot Center Roundtable w/Depty SecDef Gordian Knot Center Roundtable w/Depty SecDef
Gordian Knot Center Roundtable w/Depty SecDef Stanford University
 
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...Stanford University
 
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...Stanford University
 
Team Catena - 2021 Technology, Innovation & Great Power Competition
Team Catena - 2021 Technology, Innovation & Great Power CompetitionTeam Catena - 2021 Technology, Innovation & Great Power Competition
Team Catena - 2021 Technology, Innovation & Great Power CompetitionStanford University
 
Team Apollo - 2021 Technology, Innovation & Great Power Competition
Team Apollo - 2021 Technology, Innovation & Great Power CompetitionTeam Apollo - 2021 Technology, Innovation & Great Power Competition
Team Apollo - 2021 Technology, Innovation & Great Power CompetitionStanford University
 
Team Drone - 2021 Technology, Innovation & Great Power Competition
Team Drone - 2021 Technology, Innovation & Great Power CompetitionTeam Drone - 2021 Technology, Innovation & Great Power Competition
Team Drone - 2021 Technology, Innovation & Great Power CompetitionStanford University
 
Team Short Circuit - 2021 Technology, Innovation & Great Power Competition
Team Short Circuit - 2021 Technology, Innovation & Great Power CompetitionTeam Short Circuit - 2021 Technology, Innovation & Great Power Competition
Team Short Circuit - 2021 Technology, Innovation & Great Power CompetitionStanford University
 
Team Aurora - 2021 Technology, Innovation & Great Power Competition
Team Aurora - 2021 Technology, Innovation & Great Power CompetitionTeam Aurora - 2021 Technology, Innovation & Great Power Competition
Team Aurora - 2021 Technology, Innovation & Great Power CompetitionStanford University
 
Team Conflicted Capital Team - 2021 Technology, Innovation & Great Power Comp...
Team Conflicted Capital Team - 2021 Technology, Innovation & Great Power Comp...Team Conflicted Capital Team - 2021 Technology, Innovation & Great Power Comp...
Team Conflicted Capital Team - 2021 Technology, Innovation & Great Power Comp...Stanford University
 
Lecture 8 - Technology, Innovation and Great Power Competition - Cyber
Lecture 8 - Technology, Innovation and Great Power Competition - CyberLecture 8 - Technology, Innovation and Great Power Competition - Cyber
Lecture 8 - Technology, Innovation and Great Power Competition - CyberStanford University
 

More from Stanford University (20)

Team Networks - 2022 Technology, Innovation & Great Power Competition
Team Networks  - 2022 Technology, Innovation & Great Power CompetitionTeam Networks  - 2022 Technology, Innovation & Great Power Competition
Team Networks - 2022 Technology, Innovation & Great Power Competition
 
Team LiOn Batteries - 2022 Technology, Innovation & Great Power Competition
Team LiOn Batteries  - 2022 Technology, Innovation & Great Power CompetitionTeam LiOn Batteries  - 2022 Technology, Innovation & Great Power Competition
Team LiOn Batteries - 2022 Technology, Innovation & Great Power Competition
 
Team Quantum - 2022 Technology, Innovation & Great Power Competition
Team Quantum  - 2022 Technology, Innovation & Great Power CompetitionTeam Quantum  - 2022 Technology, Innovation & Great Power Competition
Team Quantum - 2022 Technology, Innovation & Great Power Competition
 
Team Disinformation - 2022 Technology, Innovation & Great Power Competition
Team Disinformation  - 2022 Technology, Innovation & Great Power CompetitionTeam Disinformation  - 2022 Technology, Innovation & Great Power Competition
Team Disinformation - 2022 Technology, Innovation & Great Power Competition
 
Team Wargames - 2022 Technology, Innovation & Great Power Competition
Team Wargames  - 2022 Technology, Innovation & Great Power CompetitionTeam Wargames  - 2022 Technology, Innovation & Great Power Competition
Team Wargames - 2022 Technology, Innovation & Great Power Competition
 
Team Acquistion - 2022 Technology, Innovation & Great Power Competition
Team Acquistion  - 2022 Technology, Innovation & Great Power Competition Team Acquistion  - 2022 Technology, Innovation & Great Power Competition
Team Acquistion - 2022 Technology, Innovation & Great Power Competition
 
Team Climate Change - 2022 Technology, Innovation & Great Power Competition
Team Climate Change - 2022 Technology, Innovation & Great Power Competition Team Climate Change - 2022 Technology, Innovation & Great Power Competition
Team Climate Change - 2022 Technology, Innovation & Great Power Competition
 
Altuna Engr245 2022 Lessons Learned
Altuna Engr245 2022 Lessons LearnedAltuna Engr245 2022 Lessons Learned
Altuna Engr245 2022 Lessons Learned
 
Invisa Engr245 2022 Lessons Learned
Invisa Engr245 2022 Lessons LearnedInvisa Engr245 2022 Lessons Learned
Invisa Engr245 2022 Lessons Learned
 
ānanda Engr245 2022 Lessons Learned
ānanda Engr245 2022 Lessons Learnedānanda Engr245 2022 Lessons Learned
ānanda Engr245 2022 Lessons Learned
 
Gordian Knot Center Roundtable w/Depty SecDef
Gordian Knot Center Roundtable w/Depty SecDef Gordian Knot Center Roundtable w/Depty SecDef
Gordian Knot Center Roundtable w/Depty SecDef
 
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
 
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
 
Team Catena - 2021 Technology, Innovation & Great Power Competition
Team Catena - 2021 Technology, Innovation & Great Power CompetitionTeam Catena - 2021 Technology, Innovation & Great Power Competition
Team Catena - 2021 Technology, Innovation & Great Power Competition
 
Team Apollo - 2021 Technology, Innovation & Great Power Competition
Team Apollo - 2021 Technology, Innovation & Great Power CompetitionTeam Apollo - 2021 Technology, Innovation & Great Power Competition
Team Apollo - 2021 Technology, Innovation & Great Power Competition
 
Team Drone - 2021 Technology, Innovation & Great Power Competition
Team Drone - 2021 Technology, Innovation & Great Power CompetitionTeam Drone - 2021 Technology, Innovation & Great Power Competition
Team Drone - 2021 Technology, Innovation & Great Power Competition
 
Team Short Circuit - 2021 Technology, Innovation & Great Power Competition
Team Short Circuit - 2021 Technology, Innovation & Great Power CompetitionTeam Short Circuit - 2021 Technology, Innovation & Great Power Competition
Team Short Circuit - 2021 Technology, Innovation & Great Power Competition
 
Team Aurora - 2021 Technology, Innovation & Great Power Competition
Team Aurora - 2021 Technology, Innovation & Great Power CompetitionTeam Aurora - 2021 Technology, Innovation & Great Power Competition
Team Aurora - 2021 Technology, Innovation & Great Power Competition
 
Team Conflicted Capital Team - 2021 Technology, Innovation & Great Power Comp...
Team Conflicted Capital Team - 2021 Technology, Innovation & Great Power Comp...Team Conflicted Capital Team - 2021 Technology, Innovation & Great Power Comp...
Team Conflicted Capital Team - 2021 Technology, Innovation & Great Power Comp...
 
Lecture 8 - Technology, Innovation and Great Power Competition - Cyber
Lecture 8 - Technology, Innovation and Great Power Competition - CyberLecture 8 - Technology, Innovation and Great Power Competition - Cyber
Lecture 8 - Technology, Innovation and Great Power Competition - Cyber
 

Recently uploaded

How to Manage Cross-Selling in Odoo 17 Sales
How to Manage Cross-Selling in Odoo 17 SalesHow to Manage Cross-Selling in Odoo 17 Sales
How to Manage Cross-Selling in Odoo 17 SalesCeline George
 
HED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfHED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfMohonDas
 
What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?TechSoup
 
How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17Celine George
 
How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17Celine George
 
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...Nguyen Thanh Tu Collection
 
Education and training program in the hospital APR.pptx
Education and training program in the hospital APR.pptxEducation and training program in the hospital APR.pptx
Education and training program in the hospital APR.pptxraviapr7
 
AUDIENCE THEORY -- FANDOM -- JENKINS.pptx
AUDIENCE THEORY -- FANDOM -- JENKINS.pptxAUDIENCE THEORY -- FANDOM -- JENKINS.pptx
AUDIENCE THEORY -- FANDOM -- JENKINS.pptxiammrhaywood
 
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfP4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfYu Kanazawa / Osaka University
 
Human-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesHuman-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesMohammad Hassany
 
5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...CaraSkikne1
 
UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024UKCGE
 
CAULIFLOWER BREEDING 1 Parmar pptx
CAULIFLOWER BREEDING 1 Parmar pptxCAULIFLOWER BREEDING 1 Parmar pptx
CAULIFLOWER BREEDING 1 Parmar pptxSaurabhParmar42
 
Presentation on the Basics of Writing. Writing a Paragraph
Presentation on the Basics of Writing. Writing a ParagraphPresentation on the Basics of Writing. Writing a Paragraph
Presentation on the Basics of Writing. Writing a ParagraphNetziValdelomar1
 
M-2- General Reactions of amino acids.pptx
M-2- General Reactions of amino acids.pptxM-2- General Reactions of amino acids.pptx
M-2- General Reactions of amino acids.pptxDr. Santhosh Kumar. N
 
Prescribed medication order and communication skills.pptx
Prescribed medication order and communication skills.pptxPrescribed medication order and communication skills.pptx
Prescribed medication order and communication skills.pptxraviapr7
 
Benefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationBenefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationMJDuyan
 
The Singapore Teaching Practice document
The Singapore Teaching Practice documentThe Singapore Teaching Practice document
The Singapore Teaching Practice documentXsasf Sfdfasd
 

Recently uploaded (20)

How to Manage Cross-Selling in Odoo 17 Sales
How to Manage Cross-Selling in Odoo 17 SalesHow to Manage Cross-Selling in Odoo 17 Sales
How to Manage Cross-Selling in Odoo 17 Sales
 
HED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfHED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdf
 
What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?
 
How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17
 
How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17
 
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
 
Education and training program in the hospital APR.pptx
Education and training program in the hospital APR.pptxEducation and training program in the hospital APR.pptx
Education and training program in the hospital APR.pptx
 
AUDIENCE THEORY -- FANDOM -- JENKINS.pptx
AUDIENCE THEORY -- FANDOM -- JENKINS.pptxAUDIENCE THEORY -- FANDOM -- JENKINS.pptx
AUDIENCE THEORY -- FANDOM -- JENKINS.pptx
 
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfP4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
 
Human-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesHuman-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming Classes
 
5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...
 
Finals of Kant get Marx 2.0 : a general politics quiz
Finals of Kant get Marx 2.0 : a general politics quizFinals of Kant get Marx 2.0 : a general politics quiz
Finals of Kant get Marx 2.0 : a general politics quiz
 
UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024
 
CAULIFLOWER BREEDING 1 Parmar pptx
CAULIFLOWER BREEDING 1 Parmar pptxCAULIFLOWER BREEDING 1 Parmar pptx
CAULIFLOWER BREEDING 1 Parmar pptx
 
Presentation on the Basics of Writing. Writing a Paragraph
Presentation on the Basics of Writing. Writing a ParagraphPresentation on the Basics of Writing. Writing a Paragraph
Presentation on the Basics of Writing. Writing a Paragraph
 
M-2- General Reactions of amino acids.pptx
M-2- General Reactions of amino acids.pptxM-2- General Reactions of amino acids.pptx
M-2- General Reactions of amino acids.pptx
 
Prescribed medication order and communication skills.pptx
Prescribed medication order and communication skills.pptxPrescribed medication order and communication skills.pptx
Prescribed medication order and communication skills.pptx
 
Personal Resilience in Project Management 2 - TV Edit 1a.pdf
Personal Resilience in Project Management 2 - TV Edit 1a.pdfPersonal Resilience in Project Management 2 - TV Edit 1a.pdf
Personal Resilience in Project Management 2 - TV Edit 1a.pdf
 
Benefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationBenefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive Education
 
The Singapore Teaching Practice document
The Singapore Teaching Practice documentThe Singapore Teaching Practice document
The Singapore Teaching Practice document
 

Lecture 5 customer relationships 120411

  • 1. The Lean LaunchPad Lecture 5: Customer Relationships Steve Blank Jon Feiber John Burke Ann Miura-Ko Jerry Engel Jim Hornthal Oren Jacob
  • 2. key activities value customer proposition relationships key customer partners segments cost revenue structure key streams resources channels 1 images by JAM
  • 3. CUSTOMER RELATIONSHIPS what relationships are you establishing with each segment? personal? automated? acquisitive? Retentive??
  • 4. WeCall Customer Relationships Demand Creation • Get, Keep and Grow • How will customers hear about your product? • How much will it cost to acquire a customer using these strategies? • How does market type impact my demand creation strategy?
  • 7. Who needs to hear about you? End User Suppliers Influencer / Channels Recommender Economic Buyer Government Decision Maker Partners
  • 8. Demand Creation Getting Free Users Demand Creation • Search Engine Optimization (SEO) • Blogging / Sharable content • Social Media / Gaming Mechanics • Communities • Proven viral coefficient >1
  • 9. Demand Creation Paying For Users Public Relations Demand Creation Demand Capture  SEM  “Free” products (e.g. widgets)  Biz Dev  Affiliate Marketing Market Education  Webinars  Email marketing  Trade Shows  Analyst Reports  Direct Sales  TV / Radio
  • 10. Get Customers Funnel - Physical “Get Customers” Funnel
  • 11. Demand Creation Feeds the Sales Funnel Demand Creation Acquisition Paying Customers $
  • 13. Keep Customers Funnel - Physical Earned and Paid Media Loyalty Programs Get Customers product updates Keep Customers Customer check-in calls Customer satisfaction survey
  • 15. Grow Customers Funnel - Physical Earned and Paid Media Grow Customers Get Customers product updates Loyalty Programs Keep Customers Customer check-in calls customer satisfaction survey
  • 17. Get Customers Funnel – Web/Mobile “Get Customers” Funnel Viral Loop
  • 18. Demand Creation Feeds the Sales Funnel Earned and Paid Media PR “Get Customers” Funnel Viral Mktg SEO SEM/PPC Blogs/Websit e Affiliate Mktg Advertising Tradeshows Viral Loop
  • 20. Keep Customers Funnel - Web/Mobile Earned and Paid Media “Get Customers” Product updates Affiliate Programs Keep Customers Contests, events Blogs, Loyalty RSS, Programs Viral emails Loop
  • 22. Grow Customers Funnel - Web/Mobile Earned and Paid Media Grow Customers product updates Affiliate Programs Keep Customers Contests, events Blogs, LoyaltyProgra RSS, ms emails Viral Loop
  • 23. • How many come through the first step? • How much does that cost? • What is the conversion between each level? • How much in revenues can you get out of each acquired customer?
  • 24. Demand Creation by Market Type • Create, drive demand into your Existing sales channel • Educate the market about what‟s Resegmented changed • Drive demand into channel • Educate the market New • Identify/drive early adopters into your sales channels Clone • Copy a business
  • 25. Market Type Existing Resegmented New Customers Known Possibly Known Unknown Customer Needs Performance Better fit Transformational improvement Competitors Many Many if wrong, None How does market type influence demand few if right creation? Risk Lack of branding, Market and Evangelism and sales and product re- education cycle distribution definition ecosystem Examples Google Southwest Groupon Market Type determines:  Rate of customer adoption  Sales and Marketing strategies  Cash requirements
  • 26. Team Deliverable by Next Week - Web  Get a working web site and analytics up and running – Track where your visitors are coming from (marketing campaign, search engine, etc.) and how their behavior differs – What were your hypotheses about your web site results? • Actually engage in “search engine marketing” (SEM) • Spend $20 as a team to test customer acquisition cost. • Ask your users to take action, such as signing up for a newsletter. • Use Google Analytics to measure the success of your campaigning. • Change messaging on site during the block to get costs lower, team that gets the lowest delta costs wins. • If you assume virality • show viral propagation of your product and the improvement of your viral coefficient over several experiments • What is your assumed customer lifetime value? • Are there any proxy companies that would suggest that this is a reasonable number?
  • 27. Team Deliverable by Next Week • For non-web teams: • Get prototype demo working. • Build demand creation budget and forecast. • What is your customer acquisition cost? • Did anything change about Value Proposition or Customers/Users? • What is your customer lifetime value? Channel incentives – does your product or proposition extend or replace existing revenue for the channel? • What is the “cost” of your channel, and it’s efficiency vs. your selling price? • Everyone: Update you blog/wiki/journal • What kind of initial feedback did you receive from your users? • What are the entry barriers? • Present and explain your marketing campaign. What worked best and why?
  • 28. Examples 27
  • 29. implantable drug infusion pumps with remote physician control for chronic pain patients at home “the right dose at the right time and place” Christian Gutierrez (EL), Ellis Meng (PI), Carol Christopher (IM), Tuan Hoang (FE)
  • 30. Chronic Pain v4 FS Team Trade shows Faster relief Training Patients Formulary Acceptance KOLs Clinical data Efficient patient FDA Foundations management and Clinicians Dosing flexibility Support CMS (Medicare) Advocacy Groups Access to high-value OEMs therapies and Institutions IP pharmacoeconomics Hospitals Wireless Developers Proprietary pharmacoeconomics Pain clinics Payors/ICA knowledge Electronic health record providers Human Resources Product Dev Costs Unit sales Manufacturing Costs Support Services Marketing Costs FDA/Clinical Trials Bundled kits Electronic records
  • 31. Getting out Clinicians Dr. Stan Louie, Drug Formulation Expert (USC Pharmacy) Dr. Giovanni Cucchiaro, Anesthesiologist (CHLA) Institutions/patients Dr. Diana Hull, Physician (Group Health in Washington state, formerly at Kaiser California) Thomas Hsu, Insurance Specialist (Network Medical Management; a California ICA) Two chronic pain patients  Pump user and creator of support forum  User of oral narcotics and patches Regulatory Dr. Frances Richmond (Director Regulatory Science Program, USC) Richard Hull (formerly at company selling Lapband) Entrepreneurs/ Industry
  • 32. Product flow/Channel Electronic Partners/ Health Fluid Synchrony OEMS Records Electronic Support Pump + Bundled Records Services Controller Kits Hospitals (Anesthesiologists Patients Neurosurgeons) Pain Clinic (Anesthesiologists Neurosurgeons)
  • 33. Hospitals Channels (Direct) Pain Clinics • Direct to institutions • Some formularies involved in purchase decisions • Some doctors make purchase decision directly • Device company/Doctor relationship is key • Heavily influenced by : • Clinical study results • Regulatory approval • Reimbursement
  • 34. Patient Care Flow (Now) Partners/ Fluid Synchrony OEMS Support Pump + Bundled Services Controller Kits Hospitals Surgery/Rx/ (Anesthesiologists Patient Discharged reprogramming Neurosurgeons) Pain Clinic Trial period/ Scheduled (Anesthesiologists Home setting follow-up Neurosurgeons) Weeks/months Key factors: Reimbursement , state regulations
  • 35. Patient Care Flow (Proposed) Electronic Partners/ Health Fluid Synchrony OEMS Records Electronic Support Pump + Bundled Records Services Controller Kits Actionable feedback to doctors/institutions E-prescription / closing loop Hospitals Surgery/Rx/ (Anesthesiologists Patient Discharged reprogramming Neurosurgeons) Pain Clinic Trial period/ Scheduled (Anesthesiologists Home setting follow-up Neurosurgeons) Weeks/months Days Key factors: Reimbursement , state regulations
  • 36. Regulatory considerations PMA 510K Trial size 100’s of patients 20-100 Costs Up to $100,000 per patient $10-50 MM $1-10 MM Time ~ 3-4 yrs + post ~ 2-3 yrs approval follow-on • PMA approval with grouping of FDA approved drugs. • Clinical trials results used to obtain CMS (Medicare) approval • 510K restricts technology to predicate devices • Can be more difficult to market against incumbents • European CE mark is easier to attain (safety and performance only)
  • 37. Take-aways • Channel is direct in this existing market • Channel for e-health is more complex and evolving • State-to-state regulations can impact incentives • Can pose problems as electronic records systems vary across the country Next Steps • Understand costs associated with reaching doctors/institutions directly • Understand structure of e-health channel • Develop regulatory pathway (timelines and cost profile)
  • 38. Chronic Pain v4 FS Team Trade shows Training Faster relief Patients KOLs Formulary Acceptance Clinical data Efficient patient Foundations FDA management and Clinicians Dosing flexibility Support Advocacy Groups Access to high-value OEMs therapies and Institutions IP pharmacoeconomics Hospitals Wireless Developers Proprietary pharmacoeconomics Pain clinics Payors knowledge Electronic health record providers Human Resources Product Dev Costs Unit sales Manufacturing Costs Support Services Marketing Costs FDA/Clinical Trials Bundled kits Electronic records
  • 39. “insero” = to plant ”gen” = gene Manufacturing platform for Lucas Arzola (EL) rapid, cost-effective, and scalable Karen McDonald (PI) production of therapeutics in tobacco Vasilis Voudouris (Mentor)
  • 40. What We Know We have a novel technology platform with numerous market opportunities Our working hypothesis – that we can scale up and commercialize our platform for production of life-saving therapeutics Jon Feiber – “Since you are a platform technology, it makes sense to engage in „market discovery‟ and „customer discovery‟ at the same time during the next weeks” Challenging this hypothesis by speaking with as many experts and customers as we can This week: explored decision making and distribution channels in the case of a pandemic
  • 41. The Business Model Canvas Target Product – seasonal & pandemic flu vaccines Tobacco Suppliers R&D Speed Long-Term U.S. Government Gene Synthesis Manufacturing Cost-Effectiveness Contracts with - CDC Companies Regulatory Approval Robustness Government and - HHS BARDA CMOs Licensing Scalability Vaccine - DOD DARPA - Purification Marketing Safety Manufacturers Foreign Governments - Fill & Finish Ease of Customization NGOs - Packaging U.S. Supply Vaccine Manufacturers - QA/QC -Established and CROs Emerging Biotech - Clinical Trials FDA IP – Patents, Trade Secret Manufacturing Facility Distribution through Government and Pharma Companies Capital Investments Contract Manufacturing Manufacturing Costs Fully Integrated Manufacturing (Sales) Licensing Costs Licensing (Royalties) Marketing
  • 42. Getting Out of the Lab! Cast a broad net by talking to many different experts and customers: (1) Executives from large companies Name Title Institution Michael Girard Sustainability Manager Aerojet Michael Jacobson Director of Corporate Responsibility Intel Joseph Kieren Director of Corporate Real Estate AT&T (2) Entrepreneurs and angel investors from Sacramento Name Title Institution Andrew Hargadon Professor of Management UC Davis WilAgatstein Professor of Management UC Davis LarryPalley Former General Manager Intel John Selep Operations Manager HP ThomasAlberts Consultant SBDC Cary Adams Head of MedStart Program SARTA
  • 43. Getting Out of the Lab! (3) Experts in the commercialization of biotech platform technologies Name Title Institution Greg McParland Consultant DSM Ventures Fernando Garcia Senior Director Amyris (4) Experts in vaccine manufacturing Name Title Institution Ann Arvin PCAST Vaccinology Working Group Stanford (Key Opinion Leader on Vaccines) Misa Sugui Associate Scientist MedImmune Floro Cataniag Laboratory Manager MedImmune
  • 44. Channels and Distribution Conversation with Dr. Ann Arvin – Key Opinion Leader on vaccines In the case of a pandemic:  Vaccine manufacturers have to be producing vaccines for seasonal flu – regulatory approval, QA, and validation need to be in place  When a pandemic occurs, the government (BARDA) negotiates a manufacturing contract with vaccine companies – number of doses, formulation, price, and time are agreed upon  CDC provides the elucidated strain to the manufacturer  FDA considers the pandemic flu vaccine to be a variation of the seasonal flu vaccine – new regulatory approval is not necessary  Vaccine manufacturers work with the new strain to ramp up production as quickly as they can – takes 4-6 months  Sterility and quality testing is performed for the produced vaccines – some tests are done in-house and some are done by outside laboratories  Vaccine is released
  • 45. Channels and Distribution Getting the vaccines to the patients  Vaccine manufacturers have contracts with wholesalers (i.e. McKesson Corp.) to distribute the vaccines – distribution is not a cost for the manufacturers, they hand over the product  In the case of a pandemic, vaccines are also distributed through local contracts with the state health departments  Theydistribute the vaccines to hospitals and clinics, where they can be administered to the patients
  • 46. Organizational Strategy Conversation with Greg McParland – Former CEO of biotech platform company: the virtual biotechnology company model “Starting out and for as long as you can, you should be a virtual company. You can have contracts to outsource the downstream part of the process (purification, fill and finish, packaging, etc.) ” “Keep your core technology and focus on using your manufacturing platform for protein production”. Common practice in biotechnology – almost every company has contracts with CROs, CMOs, marketing and distribution arrangements, etc. More flexibility – move quickly from failed avenues of research to more promising projects Startups partner with big pharma companies to complete clinical trials and take product to market “If you build it, they will come” – but only build the essential core that lets you control your technology platform
  • 47. More Feedback Conversation with Dr. Ann Arvin – Key Opinion Leader on vaccines  Pain point: Reliability issues with traditional egg platform - willingness to move away to a different manufacturing platform  Pain point: Current platforms are not fast enough, cannot have an impact in case of a pandemic - sense of urgency in finding a manufacturing platform that can produce vaccines faster and at a large scale  Given this landscape, we still believe our technology can solve a significant problem in the vaccine market Conversation with Dr. Misa Sugui & Dr. Floro Cataniag – MedImmune  Pain point: attenuated virus platform is harder to work with, safety measures are more stringent – would prefer recombinant subunit vaccines  Wish: a faster process for vaccine production (our technology can help with this)  Wish: a faster process for clinical trials and for approval of new drugs (this we can’t do anything about)  MedImmune is a possible partner - always looking for new vaccine production technologies and new products to incorporate in their pipeline
  • 48. More Feedback Conversation with Fernando Garcia – Amyris  Biotech platform technology company  First target product: drug for malaria, partnered with Sanofi to commercialize  Change in strategy: they have transitioned into making biofuels  Why have they made this transition? We will follow up with one of the founders of the company to find out
  • 49. Next Steps We believe we have a good feel for our value proposition We need to better understand how we can sell to customers and how to establish these relationships, how partners’ decisions are made – meeting with Sanofi Head of External R&D Keep searching for a business model that will allow us to commercialize our technology – looking for meetings with companies that distribute/sell flu vaccine antigens for research and diagnostic use, trying to determine market size We need to talk to many more experts and customers…
  • 51. Interviews Action Motion Customer Interaction Meetings: Planned Customer Interaction 1. Director of R&D of C/A partner Meetings: 2. NETL Methane Hydrate RG 1. Jeff Farbacher, CEO Accutran 3. Ed Faust, Global Marketing, Siemens 2. Ed Faust, Global Marketing, 4. Former GE Employee Siemens 5. Berkeley sensors group 3. Charles Noll, Marcellus Shale 6. Tim Fogarty, Director of IW Energy Coalition Hypothesis Testing: Planned Hypothesis Testing: 1. Ed Faust, Global Marketing, Siemens 1. Dr. GiladKusne, NIST 2. Ann Truschel, Corporate Insurance Broker 3. Tim Fogarty, Director of IW Energy
  • 52. Chemical, Physical, Thermal …. Chemical - Every significant market segment has specific marketing agencies directed towards selling them goods Direct Marketing Possible Not Possible [Too expensive]
  • 53. Chemical, Physical, Thermal …. Chemical - Every significant market segment has specific marketing agencies directed towards selling them goods Direct Marketing Possible Not Possible [Too expensive]
  • 54. Direct sales to plants typically is a very hard wayChemical, to generate Physical, scalable business in the sensors market.Thermal …. Typically much better to bundle product into offerings from larger Chemical sensors businesses - Every significant market segment has specific marketing agencies directed towards selling them goods Agrees with current approach to this first market! Direct Marketing Possible Not Possible [Too expensive]
  • 55. Org. Chart – Current C/A Partner CEO, CTO, CFO, etc. etc. etc. Global Director of R&D CEO, Director of R&D Director of R&D Director of Marketing Director of Product Service Engineers, etc. etc. etc.