This document summarizes a Lean LaunchPad class at NYU ITP on March 3, 2014. The class agenda included a discussion of customer relationships and partnerships, with guest speakers Travis Hardman and John Bachir. The document provides information on the course schedule, topics covered on customer archetypes and the customer lifecycle. It also discusses strategies for acquiring, retaining and growing customers, as well as the importance of partnerships and testing hypotheses.

1. LEAN
LAUNCHPAD
AT NYU ITP
Class 5 / 12
March 3, 2014
Jen van der Meer | jd1159 at nyu dot edu
Josh Knowles | chasing at spaceship dot com
Rockets Sketches borrowed from Harry Allen Design

2. TODAY:
6:00 – 6:30: Working through Customer Relationships and Partnerships
6:30 – 7:00 Guest Speaker Travis Hardman
7:00 – 7:15 Break
7:15 – 8:15 Teams Present
8:15 – 8:30 Dev Planning w. Josh
8:30 – 8:55 Guest Speaker John Bachir

3. WE ARE HERE
.
2/3
Value Proposition
UX Tools, Frameworks
1/27
Business Models
Customer Development
UX Tools Intro
3/17
Spring Break
2/17
President’s Day
2/10
Customer Segments
Research Tools
3/24
Customer Development
Product Development
3/3
Customer Relationships
Partners,
Product Development
2/24
Revenue Streams
Distribution
Product Definition
4/7
Customer Development
Product Development
3/31
Customer Development
Product Development
3/10
Resources,
Activities, Costs,
Product Development
4/21
Product MVP
4/14
Customer Development
Product Development
4/28
Lessons Learned

5. CUSTOMER RELATIONSHIPS
What are the 3 components?
Get
Keep
Grow
(The most important hypothesis)

6. CUSTOMER ARCHETEYPES
What’s their role
Who are they
How do they buy
What matters
What pain is being solved for them

7. CUSTOMER RELATIONSHIPS: DIGITAL

8. CUSTOMER RELATIONSHIPS: PHYSICAL VS DIGITAL

9. STRATEGY + TACTICS
Physical
GROW
Strategy: Acquire, activate
Tactics: Websites, appstores,
search, email, blogs viral social
nets, reviews, pr, free trials,
home/landing page, webinars
Strategy: Interact, Retain
Strategy: Interact, retain
Tactics: Loyalty programs,
product updates, customer
surveys, customer check-in calls
KEEP
Strategy: Awareness, interest,
Consideration, Purchase
Tactics: Earned Media, paid
media, online tools
GET
Digital
Tactics: Customization, user
groups, blogs, online help,
product tips, bulletins, outreach,
affiliates
Strategy: New revenue, referrals
Strategy: New revenue, referrals
Tactics: upsell, cross sell,
referrals, unbundling
Tactics: upgrades, contests,
reorders, refer friends, upsell,
cross sell

10. THE VIRAL LOOP

11. CUSTOMER ACQUISITION
How much will it cost us to get an “activated” customer?
“CAC” is cost of all of your sales and marketing expenses over a given period of time,
divided by the number of customers acquired in that window.
Why this is valuable – test different tactics against each other, and understand how to
create a customer acquisition system with you at the help of the inputs.

12. 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.

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

14. 14

15. PARTNERS
Strategic alliances
– Social media software and WPP, Omnicom, Publicis
Joint new business development efforts
– Intel inside, Retail co-ops
Co-opetition
– Industry week (adweek, fashion week)
Key supplier relationships
– Historical relationship between Microsoft, Dell, and

16. WHAT WILL YOU TEST?
Hypothesis to get:
Acquisition
Activation
What is your hypothesis to keep:
Outreach
Events
Loyalty
Product updates
What is your hypothesis to grow:
Upsell
Cross-sell
Next-sell
Referrals

17. WHAT CAME BEFORE STEVE AND ERIC
17

18. FOR NEXT WEEK
3/3/14

19. NEXT WEEK PREP:
. Watch Lecture on Activities, Resources and Costs
Read: Business Model Generation 226-261.
Presentation:
· Cover slide
· Latest version Business Model Canvas with changes marked
· Results of last week’s experiments. What passed, what failed, what did you
learn?
· Proposals for next week’s experiments. What constitutes a pass/fail signal for
each?

20. NEXT: CANVAS REVIEW AND
FEEDBACK

21. APPENDIX

22. ITP TEACHING TEAM
Jen van der Meer, Adjunct Professor at ITP since 2008
ITP courses + workshops: Bodies and Buildings, Products Tell Their
Stories, ITP VC Pitchfest, . Currently: Luminary Labs, Angel Investor,
Health Data Challenges, Judge for startup competitions, + SVA PoD
Josh Knowles, ITP ’07
15+ years as an independent developer/consultant, working with
numerous brands and start-up clients (currently under the aegis of
Frescher-Southern, Ltd.)

23. STUDENT TEAMS
Team
Name
School
Cognitive Toy Box
Lindsey Jones
Stern
Tammy Kwan
Stern
Hsiang Huang
Stern
Rodrigo Derteano
ITP
Maximo Sica
ITP
Ajejandro Puentes
ITP
Alon Chitayat
ITP
Sam Slover
ITP
Shilpan Bhagat
ITP
Max Ma
ITP
Sergio Majluf
ITP
Su Hyun Kim
ITP
Christina Yugai
Stern
Yuliya Parshina Kottas
ITP
Rose Meacham
ITP
Alternative Monuments
NYBL
DiscoverEd
Advanced Expression

24. MENTORS + TEAMS
Tom Igoe @tigoe
ITP, Arduino, Making Things Talk, NYU
ITP Pitchfest
Alternative Monuments
Julie Berkun Fajgenbaum @julieF
Stern Adjunct Professor, Former VP
Amex Open, now startup co-founder
NYBL
Michael Levitz @michael_levitz
ITP grad, R/GA, Lean
DiscoverED
Sarah Krasley @sarahkrasley
Autodesk, Sustainability, Berkeley
Advanced Expression
Chris Milne @greedo1000
IDEO, Toy Lab, Stanford, LEGO
Cognitive Toy Box