llp@tecnico - class 6 - customer relationships

LLP@Tecnico���Class 6

Luis Caldas de Oliveira

Agenda for Class 6

• Q&A about Customer Relationships

•  Team Presentations: Customer Relationships Findings

•  Summary about Revenue Model

• Work for Next Week

Q&A 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

Getting Data

Getting Insight

Key Concepts

•  CAC: Costumer Acquisition Cost

•  Churn: costume attrition

•  LTV: costumer Life Time Value

Common Errors

•  Lack of “Get” strategy and tactics for every customer segment

•  Lack of understanding on how/why customers buy today

•  Lack of tests/website/data/insight

•  “Marketing is a dark art”

TEAM PRESENTATIONS: CUSTOMER RELATIONSHIPS

REVENUE MODEL

Revenue Models

Important

Revenue Model ≠ Pricing

Tactic Strategy

Revenue Model is a Strategy

1.  What value are my customers willing to pay?

2.  How do they pay?

3.  How much will they pay?

Revenue Model Asset sale ���Ford

Usage fee ���Vodafone

Subscription fee ���salesforce.com

Rent ���Avis

Licensing ���MS Office

Intermediation ���airbnb.com

Advertising���Google

Pricing���(ways to charge customers)

Fixed

Cost + profit���(product based)

Value priced���(customer based)

Volume priced���(encourage volume)

Dynamic

Negotiation���(second hand)

Yield management���(airplane ticket)

Real-time market���(stock market)

Auctions���(ebay)

Draw the Diagram

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: Hypotheses about revenue model strategy and price tactics

•  Slide 4: Experiments for Revenue Model and Pricing?

•  Slide 5: What are the important metrics for your business model?

Presentation for Next Week

•  Slide 6: Rough 3-year income statement (revenues, gross margins, significant costs, etc.)

•  Slide 7-n: Lessons learned (hypotheses, experiments, results, action)

Before Next Class

•  Talk to 10-15 customers to test revenue model and pricing (100 for web)

•  Update LPC Narrative and Canvas

• Work on your MVP

•  Prepare Class Presentation

• Watch Lecture 7: Partners

Obrigado