How to get, keep and grow customers, in relationships and channels. We discussed moving from customer research quantitative tests in this action-packed workshop.

1. VALIDATION
30 Weeks
Customer Relationships and Channels
3.25.2016

3. We Are Here
1:1s
Personas
and Value
Props
How to
Interview
Values and
Vision
Relationships
Channels +
First Test
Partners
Activities and
Resources
The Money
Revenues
and Cost
Business
Model Story
Lessons
Learned
3.28
3.22 3.23 3.24 3.25
3.29 3.30 3.31 4.1

4. Each Day for the
Next Week:
What are your core hypotheses?
What tests do you want to run?
What do you believe will be true?

5. Today’s Lecture +
Workshops
• Relationships
• Channels
• Let’s think about a test

6. Customer
Relationships

7. Customer Relationships
KEY PARTNERS KEY ACTIVITIES VALUE
PROPOSITION
CUSTOMER
RELATIONSHIPS
CUSTOMER
SEGMENTS
KEY
RESOURCES
CHANNELS
COST STRUCTURE REVENUE STREAMS
STRATEGYZER + OSTERWALDER BUSINESS MODEL CANVAS
EarCre CapCre

8. Customer Relationships
What are the main goals of customer
relationships?
Get
Keep
Grow
(And let the mismatched ones go)

9. The FUNNEL(s)

10. Customer Relationships

11. CAC Vs. LTV
VC shorthand / gibberish for: does it cost
you less to get customers than all the
money you are going to get from that
customer? And by how much?

12. CAC vs. LTV
Customer Acquisition Cost
Lifetime Value

13. The magic accelerator:
The Viral Loop
The viral co-efficient: the average number
of invitations sent by each existing user
times the conversion rate of invitation to new
user. The viral coefficient is referred to as the
K value.

14. CAC vs. LTV

15. Lean Analytics, Alistair Croll, Benjamin
Yoskovitz
SAAS CUSTOMER
LIFECYCLE

16. Earn ReferralCreate Value Capture ValueCreate Interest
Test value before you even begin making your product
Where to Start:
Jen van der Meer Reason Street Revenue Steps

17. ReferralActivation ConversionAcquisition
Where to Start:
Jen van der Meer Reason Street Revenue Steps

18. Customer Channels

19. Channels describe all your customer interfaces
through which you reach your customer
segments, communicate with them and through
which you deliver your value propositions.
Channels

20. First Easy Decision
Channel
Product
Physical
Physical
Bits/Virtual

21. Channels: More Complex Now
Physical Sales Digital Sales
Direct sales through
salesforce
OEM
Systems Integrator
Dealer
Distribute to retailer
Value added resellers
Sell to distributor
Aggregator
Other
Direct sales through web
Direct sales through mobile
Direct sales through mobile
Sales through app store
In game or in app purchases
Direct sales on the dark web
Direct sales on virtual reality
Targeting blogs (get written up)
Publicity / PR
Unconventional PR
Search engine marketing
Online ads (social, display, blogs)
Offline ads
Search engine optimization
Content marketing
Email (build your own list)
Referral marketing
Engineering marketing
(microsites, widgets)
Affiliate Programs
Educational marketing (webinars)
Existing platforms (app store, FB)
Trade shows
Offline events
Speaking engagements
Community building
Traction Channels

22. Testing to Learn Your Advantage
Traction: quantitative evidence of
customer demand. - Naval Ravikant
“many startups experimented with
multiple channels until they found the
ones that worked”
most founders pick the channel with
which they are already familiar
“it’s hard to predict a traction channel
that will work best”
- Gabriel Weinberg and Justin Mares

23. Traction Channels
Marketing Channels Sprint 1 Sprint 2 Sprint 3
Targeting blogs (get written up)
Publicity / PR x
Unconventional PR
Search engine marketing x
Online ads (social, display, blogs) x
Offline ads
Search engine optimization
Content marketing
Email (build your own list) x x x
Referral marketing x
Engineering marketing
Affiliate Programs
Educational marketing (webinars) x
Existing platforms (app store, FB)
Trade shows
Offline events
Speaking engagements x
Community building

24. Each Day for the
Next Week:
What are your core hypotheses?
What tests do you want to run?
What do you believe will be true?