iLLP@Tecnico

4 - Channels Luis Caldas de Oliveira

Agenda for Session 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

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: 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