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Luis Caldas de Oliveira
Luis Caldas de Oliveira

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

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LLP@Tecnico Class 6 Luis Caldas de Oliveira
Agenda for Class 6 • Q&A about Customer Relationships • Team Presentations: Customer Relationships Findings • Summary about Revenue Model • Work for Next Week
Q&A CUSTOMER RELATIONSHIPS
Customer Relationships Strategy • “Get Customers”: Awareness, Interest, Consideration, Purchase • “Keep Customers”: Interact, Retain • “Grow Customers”: New Revenue, Referrals
Customer Relationships
Get Customers (Physical)
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
Getting Data
Getting Insight
Key Concepts • CAC: Costumer Acquisition Cost • Churn: costume attrition • LTV: costumer Life Time Value
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”
TEAM PRESENTATIONS: CUSTOMER RELATIONSHIPS
REVENUE MODEL
Revenue Models
Important Revenue Model ≠ Pricing TacticStrategy
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?
Revenue Model Asset sale Ford Usage fee Vodafone Subscription fee salesforce.com Rent Avis Licensing MS Office Intermediation airbnb.com Advertising Google
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)
Draw the Diagram
NEXT WEEK
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?
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)
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
Obrigado

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