Download - Lecture 12: Customer Creation - Part II
Duke ECE 490L: How to Start New Ventures in Electrical and Computer Engineering
Poornima [email protected]
Jeff Glass [email protected]
Akshay [email protected]
1
Review
Duke ECE 490L
• Customer Creation
• Concierge MVP
2
Idea Summary
Review Session:Wednesday October 23, 2013
DUHatch
Sign up for a session here!
3
Agenda
Duke ECE 490L
• Feedback Collection
• Customer Case Study
• Demand Creation Activities
• Exercise
4
Duke ECE 490L
Customer Discovery Validation Customer CreationBusiness/Company
Formation
Early AdopterPricing Product
Distribution
Mainstream AdoptersMoney for Marketing
Market Research
5
Duke ECE 490L
Customer Discovery Validation Customer CreationBusiness/Company
Formation
Early AdopterPricing Product
Distribution
6
Duke ECE 490L
Questionnaire.
7
Duke ECE 490L
Identify prospects.
Send out survey.
Check # of responses.
Who didn’t respond?
Who did respond?
8
Duke ECE 490L
Identify prospects.
Send out survey.
Check # of responses.
Who didn’t respond?
Who did respond?
9
Duke ECE 490L
Why?
10
Duke ECE 490L
Drill down further.
11
Duke ECE 490L
Ask for referrals!
12
Duke ECE 490L
Keep track of case studies and testimonials.
13
How to Do a Customer Case Study
Duke ECE 490L
• Who are they?
• Why did the pick you?
• How did your product benefit them?
14
Duke ECE 490L
Persona.
Testimonial with name and picture.
Full story.
15
Duke ECE 490L
Multiple user segments?
Showcase each.
16
Duke ECE 490L
Stories of existing customers attract others just like them!
17
Duke ECE 490L
Bake your brand recognition into your product.
18
Case Study #1: Olark
Duke ECE 490L
• Live chat
• Widget on homepage of websites
• Builds virality through frequent recognition
19
Duke ECE 490L
Inbound interest comes from demand creation activities.
20
Demand Creation
Duke ECE 490L
• Market adoption v. Market share
• Education
21
Educate Each Group
Duke ECE 490L
• Experts
• Connectors
• Earlyvangelists
22
Techniques
Duke ECE 490L
• Experts: need to understand the unique value proposition of your product.
• Connectors: need to know most relevant connections, and a way to leverage their existing networks.
• Earlyvangelists: make the message memorable for them to convey.
23
Case Study #2: Mint
Duke ECE 490L
• Experts: Suze Orman
• Connectors: financial bloggers and badges.
• Earlyvangelists: sharing infographics.
24
Duke ECE 490L
What if you’re segments change?
25
Duke ECE 490L
DESTROY EVERYTHING!
26
Duke ECE 490L
Remember the definition of positioning?
27
Duke ECE 490L
Image in the mind’s of prospects and customers.
28
Duke ECE 490L
Exercise!
29
Review
Duke ECE 490L
• Feedback Collection
• Customer Case Study
• Demand Creation Activities
• Exercise
30
