LLP@Tecnico

Class 3

Customer Segments Luis Caldas de Oliveira

Agenda for Class 3

• Q&A about Channels

• Team Presentations: Customer

Segments Findings

• Summary about Customer

Relationships

• Work for Next Week

Q&A CHANNELS

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

Interviews

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

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: CUSTOMER

SEGMENTS

CUSTOMER RELATIONSHIPS

Customer

Relationship 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 AdWords (€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-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

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

Obrigado