LLP@TecnicoClass 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

PERSONASCreate your customer profile

What is a Persona?

“Is a portrait of a fictional but realistic individual merging the characteristics

of similar people”

What makes a good Persona?

Common characteristics

(archetype)

Personal details

(bring to life)

Persona

Give your persona a Face:Traveler

Where to get faces?Free Avatar Pack from PlaceIt 200 avatars, 300x300px:http://blog.placeit.net/free-avatar-pack/

exactitudes.com — an amazing photography series from Photographer Ari Versluis and profiler Ellie Uyttenbroek:http://www.exactitudes.com/

PERSONA BOARDCreate your own

Work on your persona

REVENUE MODEL

Revenue Models

Important

Revenue Model ≠ Pricing

TacticStrategy

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 saleFord

Usage feeVodafone

Subscription feesalesforce.com

RentAvis

LicensingMS Office

Intermediationairbnb.com

AdvertisingGoogle

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