llp tecnico-4-channels
TRANSCRIPT
LLP@Tecnico
Class 4
Channels Luis Caldas de Oliveira
Agenda for Class 4
• Q&A about Customer Relationships
• Team Presentations: Channel Findings
• Summary about Revenue Streams
• Work for Next Week
Q&A 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
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: CHANNELS
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
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: 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