LLP@Tecnico Class 5 Luis Caldas de Oliveira
LLP@Tecnico���Class 5
Luis Caldas de Oliveira
Agenda for Class 5
• Q&A about Channel
• Team Presentations: Channel Findings
• Summary about Customer Relationships
• Work for Next Week
Q&A CHANNEL
LLP Roller Coaster
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.
Physical Distribution Channels
Web/Mobile Distribution Channels
TEAM PRESENTATIONS: CHANNEL
CUSTOMER RELATIONSHIPS
Customer Relationships Strategy
• “Get Customers”: Awareness, Interest, Consideration, Purchase
• “Keep Customers”: Interact, Retain
• “Grow Customers”: New Revenue, Referrals
Customer Relationships
Get Customers (Physical)
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
Key Concepts
• CAC: Costumer Acquisition Cost
• Churn: costume attrition
• LTV: costumer Life Time Value
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
NEXT WEEK
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
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
Obrigado