Framing an Appropriate Research Question 6b9b26d93da94caf993c038d9efcdedb.pdf
Business 101.1 class 6 NYU ITP
1. Business 101.1
A class in business. And entrepreneurship.
Fall 2016
NYU ITP
October 24, 2016
Josh Knowles
Jen van der Meer
Extra love from Tom Igoe
And the Leslie E-Lab
2. Syllabus Map
START +
Form
Teams
Business
Models
Customer
Development
How to
Interview
Value
+ The Purpose
of Business
Values
Motivation
Team
Customer
Relationships
+ Channels
Analytics
Key Resources
Activities
Partners
Biggest Vision
Analyze Test
The Money
Plan MVP
Turning
Insights Into
Features
More MVP
How small,
How big?
Launch MVP
Lessons
Learned
Go/No Go?
Sketch
Paper
Prototype
Oz Test
Smallest MVP
Tech
Architecture
20. The viral co-efficient:
the average number
of invitations sent by each existing user
times the conversion rate of invitation
to new USErs.
The viral coefficient is referred to as the
K value.
THE MAGIC ACCELERATOR: THE VIRAL LOOP
29. TESTING
WHAT ARE WE DOING?
▸ Testing getting to midterms in 2 weeks
▸ What are your core hypotheses
▸ What tests do you want to run
▸ What do you believe to be true
▸ What story are you writing
31. WHAT ARE CHANNELS
CHANNELS
▸ Channels describe all your customer interfaces through
which you reach your customer segments, communicate
with them and through which you deliver your value
propositions.
33. COMPLEX SELLING AND MARKETING DECISIONS
OMNICHANNEL WORLD
Targeting blogs (get written up)
Publicity / PR
Unconventional PR
Search engine marketing
Online ads (social, display, blogs)
Offline ads
Search engine optimization
Content marketing
Email (build your own list)
Referral marketing
Engineering marketing
(microsites, widgets)
Affiliate Programs
Educational marketing (webinars)
Existing platforms (app store, FB)
Trade shows
Offline events
Speaking engagements
Community building
Direct sales through web
Direct sales through mobile
Sales through app store
Sales through messaging apps
In game or in app purchases
Direct sales on the dark web
Direct sales on virtual reality
PHYSICAL SALES TRACTION
CHANNELS
DIGITAL SALES
Direct sales through salesforce
OEM
Systems Integrator
Dealer
Deliver through owned retail
Distribute to retailer
Mail order
Value added resellers
Sell to distributor
Aggregator
Pop up shop
Other
34.
35. TESTING TO LEARN YOUR ADVANTAGE
TRACTION
▸ Traction: quantitative evidence of
customer demand. - Naval Ravikant
▸ “many startups experimented with
multiple channels until they found
the ones that worked”
▸ most founders pick the channel with
which they are already familiar
▸ “it’s hard to predict a traction
channel that will work best” -
Gabriel Weinberg and Justin Mares
36. TRACTION CHANNEL TEST
Sprint 1 Sprint 2 Sprint 3
Twitter ads x
Earned PR
Facebook ads x x
Trade Show x
Flyers
Drip email x x
Events
Speaking
Content x