The document discusses customer relationships and demand creation. It covers defining demand creation and how it differs for physical and web/mobile products. It discusses metrics and experimentation for demand creation. It then covers the customer development process and how customer discovery, validation, and creation fit within that process. Key aspects of customer discovery for both physical and web products are outlined.

1. The Lean LaunchPad Session 4: Customer Relationships (Demand Creation) Professors Steve Blank,Jon Feiber, Jim Hornthal, Oren Jacob https://sites.google.com/site/xmba296t / XMBA296T

4. The Customer Development Process Customer Discovery Customer Validation Customer Creation Company Building Pivot

5. The Customer Development Process Customer Discovery Customer Discovery Customer Validation Customer Creation Company Building Bus Model Canvas Extract Hypotheses Test Problem Test Solution Pivot or Proceed

6. Customer Discovery: Physical/Web Bus Model Canvas Extract Hypotheses Test Problem Test Solution Pivot or Proceed

7. Customer Discovery Bus Model Canvas Extract Hypotheses Test Problem Test Solution Pivot or Proceed

15. The Customer Development Process Customer Validation Customer Discovery Customer Validation Customer Creation Company Building Get Ready to Sell Sell, Sell, Sell Positioning Pivot or Proceed

16. Customer Validation - Web Get Ready to Sell Sell, Sell, Sell Positioning Pivot or Proceed Pivot

23. images by JAM customer segments key partners cost structure revenue streams channels customer relationships key activities key resources value proposition

25. CUSTOMER RELATIONSHIPS what relationships are you establishing with each segment? personal? automated? acquisitive? retentive ?

29. Who needs to hear about you? Suppliers Channels Government Partners End User Influencer / Recommender Economic Buyer Decision Maker

30. Demand Creation Feeds the Sales Funnel Demand Creation Acquisition Paying Customers $

31. Demand Creation Feeds the Sales Funnel Demand Creation Acquisition Paying Customers $

34. Get Customers Funnel - Physical “ Get Customers” Funnel

35. Get Customers Funnel - Physical Enterprise Software Paying Customers $ Leads Qualified Lead First Sales Call Demonstration Feasibility Proposal Purchase Order

36. Keep Customers Funnel - Physical Earned and Paid Media Get Customers Keep Customers Customer check-in calls Customer satisfaction survey product updates Loyalty Programs

37. Grow Customers Funnel - Physical Earned and Paid Media Get Customers Keep Customers Customer check-in calls customer satisfaction survey product updates Loyalty Programs Grow Customers

38. “ Get Customers” Funnel Viral Loop

39. Earned and Paid Media “ Get Customers” Funnel PR SEO Advertising Blogs/Website Tradeshows Viral Mktg SEM/PPC Affiliate Mktg Viral Loop

40. Contests, events Blogs, RSS, emails product updates Affiliate Programs “ Get Customers” Viral Loop Earned and Paid Media Loyalty Programs Keep Customers

41. Keep Customers Contests, events Blogs, RSS, emails product updates Affiliate Programs Grow Customers Loyalty Programs Viral Loop Earned and Paid Media