Q&A about Channel Team Presentations: Channel Findings Summary about Customer Relationships Work for Next Week

1. LLP@Tecnico
Class 5
Luis Caldas de Oliveira

2. Agenda for Class 5
• Q&A about Channel
• Team Presentations: Channel Findings
• Summary about Customer Relationships
• Work for Next Week

3. LLP Roller Coaster

4. Q&A CHANNEL

5. Common Errors on
Channel Findings
• Ignore the impact of a channel on its revenue
stream
• The more complex the channel, the smaller the
margins will be
• Ignore costs to acquire, service and support a
channel
• Assume that all startups use direct channels on day
one.

6. Physical Distribution
Channels

7. Web/Mobile
Distribution Channels

8. TEAM PRESENTATIONS: CHANNEL

10. CUSTOMER RELATIONSHIPS

11. Customer
Relationships Strategy
• “Get Customers”: Awareness, Interest,
Consideration, Purchase
• “Keep Customers”: Interact, Retain
• “Grow Customers”: New Revenue,
Referrals

12. Customer
Relationships

13. Get Customers
(Physical)

14. Customer
Relationships Tactics
• “Get Customers”: Earned Media (pr, blogs,
etc), Paid Media (ads, promotion), Online
Tools
• “Keep Customers”: Loyalty programs,
customer surveys, check-in calls
• “Grow Customers”: Up-sell, cross-sell,
next-sell, unbundling

15. Key Concepts
• CAC: Costumer Acquisition Cost
• Churn: costume attrition
• LTV: costumer Life Time Value

16. Objective Pass/Fail
Metrics
• Get 5 product reviews in blog (€1000): 50
inquiries
• 1000 flyers (€100): 10 inquiries
• Ad in magazine (€500): 10 sales
• Google AsWords (€500): 5 sales
Sales = 15 + 10% of 60 = 21 CAC=€100

17. NEXT WEEK

18. 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

19. 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

20. Obrigado