Part of 2013 Q2 Lean Launch Pad Presentations 0a-Introduction.2013.Q2.pptx 1a-Three_Types_Of_Startup.2013.Q2.pptx 1b-Customer Discovery (problem hypothesis).2013.Q2.pptx 2a-Customer Discovery ( canvas and story ).2013.Q2.pptx 2b-Value_Chain (team specific).2013.Q2.pptx 3a-Customer_Validation.2013.Q2.pptx 3b-GKG-CustomerRelationships.2013.Q2.pptx 4a-EndGame.2013.Q2.pptx

1. Lecture 3b
Customer Relationships

2. key activities
value
proposition
customer
relationships
key
partners
customer
segments
cost
structure
revenue
streams
key
resources
channels
1
images by JAM

3. CUSTOMER RELATIONSHIPS
what relationships are you establishing with each segment?
personal? automated? acquisitive? Retentive??

4. WeCall Customer Relationships
Demand Creation
• Get, Keep and Grow
• How will customers hear about your product?
• How much will it cost to acquire a customer using these
strategies?
• How does market type impact my demand creation strategy?

5. Customer Relationship Definition
Get
Keep
Grow

6. Get Customers
5

7. Who needs to hear about you?
End User
Suppliers
Influencer /
Recommender
Channels
Economic Buyer
Government
Decision Maker
Partners

8. Demand Creation Getting Free Users
Demand
Creation
•
•
•
•
•
Search Engine Optimization (SEO)
Blogging / Sharable content
Social Media / Gaming Mechanics
Communities
Proven viral coefficient >1

9. Demand Creation Paying For Users
Demand
Creation
Public Relations
Demand Capture




SEM
“Free” products (e.g. widgets)
Biz Dev
Affiliate Marketing
Market Education






Webinars
Email marketing
Trade Shows
Analyst Reports
Direct Sales
TV / Radio

10. Get Customers Funnel - Physical
“Get Customers” Funnel

11. Demand Creation Feeds the Sales Funnel
Demand
Creation
Acquisition
Paying
Customers
$

12. Keep Customers
11

13. Keep Customers Funnel - Physical
Earned and
Paid Media
Get Customers
Loyalty Programs
product updates
Keep Customers
Customer check-in calls
Customer satisfaction survey

14. Grow Customers
13

15. Grow Customers Funnel - Physical
Earned and
Paid Media
Grow Customers
Get Customers
product updates
Loyalty Programs
Keep Customers
Customer check-in calls
customer satisfaction survey

16. Get Customers
15

17. Get Customers Funnel – Web/Mobile
“Get Customers” Funnel
Viral Loop

18. Demand Creation Feeds the Sales Funnel
Earned and
Paid Media
PR
“Get Customers” Funnel
Viral Mktg
SEO
SEM/PPC
Blogs/Websit
e
Affiliate Mktg
Advertising
Tradeshows
Viral Loop

19. Keep Customers
18

20. Keep Customers Funnel - Web/Mobile
Earned and
Paid Media
“Get Customers”
Product updates
Affiliate Programs
Keep Customers
Viral
Loop
Blogs,
RSS,
emails
Contests,
events
Loyalty
Programs

21. Grow Customers
20

22. Grow Customers Funnel - Web/Mobile
Earned and
Paid Media
Grow Customers
product updates
Affiliate Programs
Keep Customers
Contests,
events
Blogs,
LoyaltyProgra
RSS,
ms
emails
Viral
Loop

23. • How many come through the
first step?
• How much does that cost?
• What is the conversion between
each level?
• How much in revenues can you
get out of each acquired
customer?

24. Demand Creation by Market Type
Existing
• Create, drive demand into your
sales channel
Resegmented
• Educate the market about what’s
changed
• Drive demand into channel
New
• Educate the market
• Identify/drive early adopters into your
sales channels
Clone
• Copy a business

25. Market Type
Existing
Resegmented
New
Customers
Known
Possibly Known
Unknown
Customer Needs
Performance
Better fit
Transformational
improvement
Competitors
Many
How does market type
Many if wrong,
few if right
influence demand
None
creation?
Risk
Lack of branding,
sales and
distribution
ecosystem
Market and
product redefinition
Evangelism and
education cycle
Examples
Google
Southwest
Groupon
Market Type determines:
 Rate of customer adoption
 Sales and Marketing strategies
 Cash requirements