llp@tecnico - class 6 - customer relationships
DESCRIPTION
Q&A about Customer Relationships Team Presentations: Customer Relationships Findings Summary about Revenue Model Work for Next WeekTRANSCRIPT
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