The fifth presentation of the Lean AKademy held in Agro-Know to support business development. The presentation was based on the book "The Lean Startup" by Eric Ries and "Running Lean" by Ash Maurya as well as the course on business development from Steve Blank.

1. Reaching and Measuring!
Nikos Palavitsinis, Agro-Know
500. Channels & Metrics

2. Lean AKademy, Mar-Apr, 2014
501. Report of Interview Results
• We put the LC on the wall again
• Practical problems? How were your
interviewees? Document their characteristics
• Product Risk
– What are you solving?
• Market Risk
– Existing Alternatives
• Customer Risk
– Is this a viable customer segment?

3. Lean AKademy, Mar-Apr, 2014
502. How Interviews Affect our LC
• This is the time to put the new input on the
canvas
• Can we start thinking in terms of demo?
• What can we produce as a solution too pitch
in the next phase of our Lean AKademy?

4. Lean AKademy, Mar-Apr, 2014
503. Using Channels
• How does the product get from the company
to the customers?
• Physical channels
– First companies, sales representatives
• Web & mobile channels
– New technologies

5. Lean AKademy, Mar-Apr, 2014
503. Using Channels
Product/Channel Bits/Virtual Physical
Bits/Virtual Facebook,
Twitter, Google
Insurance, stocks,
software
Physical Shoes, books,
consumer
electronics
Cars, food,
utilities, etc.

6. Lean AKademy, Mar-Apr, 2014
504. Identify your Channels
• Is your product virtual or physical?
• Will your channels be direct or indirect?
• Web distribution
– Dedicated e-commerce site
– Platform, app-store (itunes)
– 2-step distribution (amazon)
– Aggregator (vertical market approach)
– Social commerce (Facebook)
– Flash sales (Groupon)

7. Lean AKademy, Mar-Apr, 2014
504. Identify your Channels
• Don’t pick all of them…
• Physical distribution
– OEM (Intel, Nvidia)
– System Integrator (devices + software)
– Value-added reseller
– Direct Sales Force
– Web/online sales (telesales)
– Distributors to dealers or retailers

8. Lean AKademy, Mar-Apr, 2014
504. Identify your Channels
• Solution VS Marketing Complexity
• Each channel can handle different levels of
complexity selling the product
• Each channel adds different value to the
product as they promote it to the market
• The higher value added, the higher the cost
that comes for the seller

9. Lean AKademy, Mar-Apr, 2014

10. Lean AKademy, Mar-Apr, 2014
505. Vanity Metrics (not!)
• Acquisition
– The point where an unaware visitor turns into an
interesting prospect
• Activation
– The point where the customer has
the first gratifying experience

11. Lean AKademy, Mar-Apr, 2014
505. Vanity Metrics (not!)
• Retention
– Repeated use/engagement with your product
• Revenue
– Events that get you paid
• Referral
– Customers refer your product to others

12. Lean AKademy, Mar-Apr, 2014
Dave McClure – Pirate Metrics

13. Lean AKademy, Mar-Apr, 2014
506. Identify your Metrics
• How are you going to measure the
performance of your product?
• Can we measure some metrics for this phase
of product development?
– X interviews
– X problems identified
– X solutions/alternatives identified

14. Lean AKademy, Mar-Apr, 2014
507. Takeaways & Assignments
• Let’s spend some time to reflect on our work
today
• How did our LCs change?
• Do we have a different outlook on our initial
hypotheses?

15. Lean AKademy, Mar-Apr, 2014
507. Takeaways & Assignments
• Refine your canvas some more… Look at the
channels & metrics identified
• Prepare new interview forms and reach out to
new interviewees!
• Conduct new interviews and prepare your
input for the next time…

16. Lean AKademy, Mar-Apr, 2014
Questions?