Q&A about Channels Team Presentations: Customer Segments Findings Summary about Customer Relationships Work for Next Week

1. LLP@Tecnico
Class 3
Customer Segments
Luis Caldas de Oliveira

2. Agenda for Class 3
• Q&A about Channels
• Team Presentations: Customer
Segments Findings
• Summary about Customer
Relationships
• Work for Next Week

3. Q&A CHANNELS

4. Rules for Interviewing
• Adopt a beginner’s mind
• Listen more than you talk
• Get facts, not opinions
• Ask “why” to get real
motivations
• Do not sell
• Don’t mention solutions too
early
• Follow up
• Always open doors at the end

5. Interviews
https://www.youtube.com/watch?v=V3syNbgSkwE

6. LLP Roller Coaster

7. Common Errors on
Channel Findings
• Ignore the impact of a channel on its revenue
stream
• The more complex the channel, the smaller the
margins will be
• Ignore costs to acquire, service and support a
channel
• Assume that all startups use direct channels
on day one.

8. Physical Distribution
Channels

9. Web/Mobile
Distribution Channels

10. TEAM PRESENTATIONS: CUSTOMER
SEGMENTS

12. CUSTOMER RELATIONSHIPS

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

14. Customer
Relationships

15. Get Customers
(Physical)

16. 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

17. Key Concepts
• CAC: Costumer Acquisition Cost
• Churn: costume attrition
• LTV: costumer Life Time Value

18. Objective Pass/Fail
Metrics
• Get 5 product reviews in blog (€1000):
50 inquiries
• 1000 flyers (€100): 10 inquiries
• Ad in magazine (€500): 10 sales
• Google AdWords (€500): 5 sales
Sales = 15 + 10% of 60 = 21 CAC=€100

19. NEXT WEEK

20. 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-n: What is the distribution channel:
hypothesis, experiments, results, action
• Slide n+1: Channel diagram with annotated channel
economics
• Slide n+2: Images of your prototype

21. Before Next Class
• Talk to 10 customers and channel
partners
• Update LPC Narrative and Canvas
• Work on your MVP: site or wireframe
(web/mobile), prototype, model,
crowdfunding (physical product)
• Prepare Class Presentation
• Watch Lecture 5: Customer
Relationships

22. Obrigado