This document provides an agenda and summary for a class on customer relationships: 1. There will be a Q&A about distribution channels, presentations from teams on their channel findings, and a summary of customer relationships. 2. Getting customers involves awareness, interest, consideration and purchase, keeping customers involves interaction and retention, and growing customers means acquiring new revenue and referrals. 3. Metrics for evaluating customer relationships strategies include customer acquisition cost, churn, and lifetime value. The presentation for next week will cover updating the business model canvas and setting objectives for customer acquisition tactics.

1. LLP@Tecnico
Class 5
Luis Caldas de Oliveira

2. Agenda for Class 5
• QA about Channel
• Team Presentations: Channel Findings
• Summary about Customer Relationships
• Work for Next Week

3. QA CHANNEL

4. LLP Roller Coaster

5. 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.

6. Physical Distribution
Channels

7. Web/Mobile
Distribution Channels

8. TEAM PRESENTATIONS: CHANNEL

10. CUSTOMER RELATIONSHIPS

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

12. Customer
Relationships

13. Get Customers
(Physical)

14. 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

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

16. 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 AsWords (€500): 5 sales
Sales = 15 + 10% of 60 = 21 CAC=€100

17. NEXT WEEK

18. 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: Objective pass/fail metrics for each “Get” tactic
• Slide 4; What is your customer acquisition cost?
• Slide 5: What is your customer lifetime value?
• Slide 6: Build demand creation budget and forecast
• Slide 7: Get/Keep/Grow diagram and annotate it with key
metrics

19. 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 6: Revenue Models

20. Obrigado