- The document outlines the agenda for a class on customer segments and channels.
- It includes Q&A on customer segments, presentations by teams on their customer segment findings, and a summary of channels.
- For channels, it discusses how and where customers want to buy products, types of channels like direct, indirect and licensing, and channel economics.
- The agenda sets work for next week, including presenting updates to the business model canvas based on customer and channel findings, and developing initial prototypes or models.
4. Common Errors on
Customer Segments
• Poorly designed and vague data from
customer interviews (“they liked our
product”)
• No articulation: hypotheses/experiments with
pass/fail tests
• Confusion between
users/payers/recommenders, etc.
• No customer archetype
8. One-sided Market
• Product/service serves a single class of
customers
• The value propositions does not depend on
interaction between classes of customers
9. Multi-sided Market
• Product/service serves multiple customer
classes
• Some of the value propositions depend on
interaction between multiple classes of
customers
15. Two Questions
1.How do you want to sell your product?
1.How does your customer want to buy
your product?
16. How do you want to
sell your product?
üYourself
üThrough someone else
üRetail
üWholesale
üBundled with other products/services
17. How does your customer
want to buy your product?
üSame day
üDelivered and installed
üDownloaded
üBundled with other products/services
üAs a service
ü…
18. Types of Channels
• Direct: sell it yourself
• Indirect: OEM, VAR, Reseller, Distributor
• Licensing: they make it and sell it
19. The Channel can be the
customer
• Products embedded in others (OEM –
original equipment manufacturer)
• Products resold by others (VAR – value
added reseller)
• Products distributed by others
(Distributor)
26. 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-n: What is the distribution channel: hypothesis,
experiments, results, action
• Slide n+1: Channel diagram with annotated channel
economics
• Slide n+2: Images of your prototype
27. 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 5: Customer Relationships