1.
Table of
Contents
• Assumptions & Personas
• Jobs-To-Be-Done & Value Proposition
• Customer Journey, Revenue Models,
and Growth Hypothesis
• Customer Acquisition Strategy & Plan

2.
New Customers
A contact that fits the profile of current
customers. This is an extremely valuable
prospect type to track. Because new customers
are similar to current customers that have
already converted, you already know they are a
good fit for your products. They are also
incredibly useful for super targeted advertising.
Current Customers
Any Person who is currently utilizing any product
or service and has purchased from you at least
one time. Current customers should be defined
as a customer between a certain range of time, ie
30 to 60 days. If correct strategy is planned, they
will become loyal customers
Former Customers
A customer who has gone far beyond the time
they were expected to make their next
purchase. Some of these customers may be
upset, or angry, meaning they present your
biggest opportunity. Good customer service can
help you appease these customers. If you can fix
the issue, these customers can very often
become advocates.
Prospect Customers
Someone who has not yet made any kind of
purchase or commitment to you. They've signed
up for something. They may also be brand new to
your list ie. complete strangers to you and your
brand. You need to work hardest on developing a
relationship with these unknowns.

3.
Prospect Customers
Someone who has not yet made any kind of purchase
or commitment to you. They may also be brand new to
your list and complete strangers to you and your
brand. You need to work hardest on developing a
relationship with these unknowns.
Example of Prospect Customer:
Johnny is a 45-year-old man who is new to Jacksonville, originally from Charleston, South
Carolina. His hobbies include fishing/watching sports and works at a local CPA firm in
Neptune Beach. Johnny frequently shops at Ace hardware for gear and sees an Ad for The
Fish Company, a local fresh seafood restaurant that allows you to bring in your own catch
that they will prepare for you. They also have oysters which Johnny has missed since
leaving Charleston and a full bar with TVs to watch the sports games. Johnny is excited to
have found his new hangout spot!

4.
Example of New Customer:
Johnny decides to go to The Fish Company for happy hour after work to check it out. The
bartender's first question to Johnny is "Have you dined with us before?" with a friendly
smile. After the bartender learns more about Johnny, they proceed to tell him about
specials, menu favorites, and discuss the football game on TV. Johnny loves the food but
what he loves more is how comfortable and welcomed he felt at the restaurant -
something he was missing from home. He sees that the Fish Company is on Facebook,
leaves a review to receive 10% off his next meal on their page and makes sure to follow
them to see daily specials.
New Customers
A contact that fits the profile of current customers. This is an
extremely valuable prospect type to track. Because new
customers are like current customers that have already
converted, you already know they are a good fit for your
products. They are also incredibly useful for super targeted
advertising.

5.
Current Customers
Any Person who is currently utilizing any product or service
and has purchased from you at least one time. Current
customers should be defined as a customer between a
certain range of time, ie 30 to 60 days. If correct strategy is
planned, they will become loyal customers.
Example of Prospect Customer:
Some of Johnny's friends come into town to visit him for his birthday. He takes them to his
new favorite restaurant, The Fish Company! Johnny now becomes the current customer
and his friends are new customers. Johnny’s friends are impressed he gets 10% off the
meal!

6.
Former Customers
A customer who has gone far beyond the time they were
expected to make their next purchase. Some of these
customers may be upset, or angry, meaning they present your
biggest opportunity. Good customer service can help you
appease these customers. If you can fix the issue, these
customers can very often become advocates.
How do you make sure your clients are satisfied?

7.
Expectation
s
Experience
s
Satisfactio
n
CUSTOMER
JOURNE

8.
How do you know your clients love you?

9.
How do you know your clients love you?
How satisfied are your
customers?

10.
How do you know your clients love you?
How satisfied are your
customers?
How likely are your customers to
promote your business?

11.
Customer
Satisfaction
Rating
(CSAT)
A metric used as a performance
indicator for customer service and
product quality
Number of
satisfied
customers
(4 & 5)
100
x
Number of
survey
responses
=
% of
satisfied
customers

12.
Net
Promoter
Score (NPS)
A rating system to understand
customers likelihood to recommend a
product, service, or company to a
friend or colleague
% of
promoters
- % of
detractors
= NPS

13.
WhatAreYour Goals?

14.
WhatAreYour Goals?
What's you Monthly Recurring
Revenue?

15.
WhatAreYour Goals?
What's you Monthly Recurring
Revenue?
What's you Customer Acquisition
Cost?

16.
WhatAreYour Goals?
What's you Monthly Recurring
Revenue?
What's you Customer Acquisition
Cost?
What's you Customer Retention
Rate?

17.
Monthly
Recurring
Revenue
the predictable total revenue
generated by your business from all
the active subscriptions in a particular
month
# of Active
Customers
Average
Billed
Amount
Monthly
Recurring
Revenue
X =

18.
Customer
Acquisition
Cost
how much an organization spends to
acquire new customers
Cost of a
sale
Cost of
Marketing Customer
Acquisition
Cost
+
=
New
Customer
Acquired

19.
Customer
Retention Rate
the percentage of existing customers who
remain customers after a given period
Customers
at end of set
period
New
customers
acquired in
set period
100
-
x
Customers
at beginning
of set period
=
Customer
Retention
Rate

20.
Tests how your business will grow and evolve in
the long future. This hypothesis makes your
business scalable and sustainable.
Business Model | Revenue Model | Traction Model

21.
Mobile app to help pet owners find
people to walk their dogs while
they're at work

22.
Mobile app to help pet owners find
people to walk their dogs while
they're at work
"80% of app downloads come
from word of mouth"

23.
Mobile app to help pet owners find
people to walk their dogs while
they're at work
30% of people surveyed
downloaded from word of mouth
"80% of app downloads come
from word of mouth"

24.
Mobile app to help pet owners find
people to walk their dogs while
they're at work
May need to look for other
ways to promote your
business
"80% of app downloads come
from word of mouth"
30% of people surveyed
downloaded from word of mouth