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

1. LLP@Tecnico
Class 6
Luis Caldas de Oliveira

2. Agenda for Class 6
• Q&A about Customer Relationships
• Team Presentations: Customer
Relationships Findings
• Summary about Revenue Model
• Work for Next Week

3. Q&A CUSTOMER RELATIONSHIPS

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

5. Customer
Relationships

6. Get Customers
(Physical)

7. 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

8. Getting Data

9. Getting Insight

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”

12. TEAM PRESENTATIONS: CUSTOMER
RELATIONSHIPS

13. PERSONAS
Create your customer profile

14. What is a Persona?
“Is a portrait of a fictional but realistic
individual merging the characteristics
of similar people”

15. What makes a good
Persona?
Common
characteristics
(archetype)
Personal
details
(bring to
life)
Persona

17. Give your persona a Face:
Traveler

18. Where to get faces?
Free Avatar Pack from PlaceIt 200 avatars,
300x300px:
http://blog.placeit.net/free-avatar-pack/
exactitudes.com — an amazing photography
series from Photographer Ari Versluis and
profiler Ellie Uyttenbroek:
http://www.exactitudes.com/

19. PERSONA BOARD
Create your own

20. Work on your persona

22. REVENUE MODEL

23. Revenue Models

24. Important
Revenue Model ≠ Pricing
TacticStrategy

25. 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?

26. Revenue Model
Asset sale
Ford
Usage fee
Vodafone
Subscription fee
salesforce.com
Rent
Avis
Licensing
MS Office
Intermediation
airbnb.com
Advertising
Google

27. Pricing
(ways to charge customers)
Fixed
Cost + profit
(product based)
Value priced
(customer based)
Volume priced
(encourage volume)
Dynamic
Negotiation
(second hand)
Yield management
(airplane ticket)
Real-time market
(stock market)
Auctions
(ebay)

28. Draw the Diagram

29. NEXT WEEK

30. 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: Hypotheses about revenue model strategy and
price tactics
• Slide 4: Experiments for Revenue Model and Pricing?
• Slide 5: What are the important metrics for your
business model?

31. Presentation for Next
Week
• Slide 6: Rough 3-year income statement (revenues, gross
margins, significant costs, etc.)
• Slide 7-n: Lessons learned (hypotheses, experiments,
results, action)

32. Before Next Class
• Talk to 10-15 customers to test revenue
model and pricing (100 for web)
• Update LPC Narrative and Canvas
• Work on your MVP
• Prepare Class Presentation
• Watch Lecture 7: Partners

33. Obrigado