huey module 2
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LearningHouse.com | (502) 589-9878
Kauffman FastTrac Tech Venture Program
March, 28, 2011
About Me
Follow Me
• www.hueyequity.com
• Blog at www.hueyequity.com/blogg
• On Twitter at @stevenhuey
six services | ONE SOLUTION
All the resources and knowledge to design and customize every aspect of an effective online education program
PublishingMarketingInfrastructureTrainingSupportConsulting
5images by JAM
customer segments
key partners
cost structure
revenue streams
channels
customer relationships
key activities
key resources
value proposition
The Challenges of Defining Target Markets
Customer Development
Customer Development
The Search For the Business Model
CompanyBuilding
Customer
Discovery
Customer
Validation
Customer Creation
Pivot
Steve Blank – The Four Steps to the Epiphany
Tighten the Feed-Back Loop
Assess / Analysis
Plan/ Design
Implement / Develop
Evaluate
APIE or ADDIE are both methods for describing a feed-back loop. The faster you can go through the loop the more you learn and adapt.
Feed-Back Loop
CUSTOMER SEGMENTS
which customers and users are you serving? which jobs do they really want to get done?
Source: Business Model Generation
Learning House – Framing The Market
Other Client Characteristics
• Size of schools• Public or Private• Undergrad or Grad• What faiths
Baptis
t
Catholi
c
Christi
an
Other
United
Meth
odist
Presby
terian
Chu
rch
Interd
enom
inatio
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Who Buy’s
President
V.P.A.A.
Academic
Dean
Academic
Dean
C.F.O.
Institutional Advancement
Pro-Online or Unavailable
Pro - Online
Anti-Online or oblivious
Likely Buyers
Likely Implementers
Our Customer Segments
Then• Small Private Schools
500 – 2,500 Full-Time Equivalent Students Private schools – state systems too messy and RFP
based Have little to no presence online Largely tuition dependent – no large endowment
Now• Middle tier State Schools
Some online Under severe budget crunch Tired of current provider
VALUE PROPOSITIONS
what are you offering them? what is that getting done for them? do they care?
six services | ONE SOLUTION
All the resources and knowledge to design and customize every aspect of an effective online education program
PublishingMarketingInfrastructureTrainingSupportConsulting
Value Chain Analysis
Highest Value Capture
Controls the chain
Best Source for Information
1. Talking to the Customers
2. Trade Shows where we could talk to the customers and other vendors
CHANNELS
how does each customer segment want to be reached? through which interaction points?
19images by JAM
customer segments
key partners
cost structure
revenue streams
channels
customer relationships
key activities
key resources
value proposition
Recommended Resources
Blogs Steve Blank’s Blog : http://steveblank.com/ Eric Ries Blog: http://www.startuplessonslearned.com/ Fred Wilson’s Blog: http://www.avc.com/
Books Four Steps to the Epiphany, Steve Blank Business Model Generation, Alexander Osterwalder The Profit Zone, Adrian Slywotzky
Thoughts on Raising Money
Seed Funding
•Business Formation(First Pass)A Round
•Verify Customer and Value Prop (Second Pass)
B Round
What Key Assumptions are you Testing?
Test Riskiest Assumptions First!
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