10. Key Concepts
• CAC: Costumer Acquisition Cost
• Churn: costume attrition
• LTV: costumer Life Time Value
11. Common Errors
• Lack of “Get” strategy and tactics for
every customer segment
• Lack of understanding on how/why
customers buy today
• Lack of tests/website/data/insight
• “Marketing is a dark art”
17. Revenue Model is a
Strategy
1. What value are my customers willing to pay?
2. How do they pay?
3. How much will they pay?
18. Revenue Model
Asset sale
Ford
Usage fee
Vodafone
Subscription fee
salesforce.com
Rent
Avis
Licensing
MS Office
Intermediation
airbnb.com
Advertising
Google
22. Presentation for Next
Week
• Slide 1: Cover slide
• Slide 2: Business Model Canvas (changes marked in red,
different colors for multi-sided markets)
• Slide 3: Objective pass/fail metrics for each “Get” tactic
• Slide 4; What is your customer acquisition cost?
• Slide 5: What is your customer lifetime value?
• Slide 6: Build demand creation budget and forecast
• Slide 7: Get/Keep/Grow diagram and annotate it with key
metrics
23. Before Next Class
• Talk to 10 customers and channel
partners
• Update LPC Narrative and Canvas
• Work on your MVP: site or wireframe
(web/mobile), prototype, model,
crowdfunding (physical product)
• Prepare Class Presentation
• Watch Lecture 6: Revenue Models