Lecture 12: Customer Creation - Part II
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Transcript of Lecture 12: Customer Creation - Part II
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Duke ECE 490L: How to Start New Ventures in Electrical and Computer Engineering
Poornima [email protected]
Jeff Glass [email protected]
Akshay [email protected]
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Review
Duke ECE 490L
• Customer Creation
• Concierge MVP
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Idea Summary
Review Session:Wednesday October 23, 2013
DUHatch
Sign up for a session here!
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Agenda
Duke ECE 490L
• Feedback Collection
• Customer Case Study
• Demand Creation Activities
• Exercise
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Duke ECE 490L
Customer Discovery Validation Customer CreationBusiness/Company
Formation
Early AdopterPricing Product
Distribution
Mainstream AdoptersMoney for Marketing
Market Research
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Duke ECE 490L
Customer Discovery Validation Customer CreationBusiness/Company
Formation
Early AdopterPricing Product
Distribution
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Duke ECE 490L
Questionnaire.
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Duke ECE 490L
Identify prospects.
Send out survey.
Check # of responses.
Who didn’t respond?
Who did respond?
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Duke ECE 490L
Identify prospects.
Send out survey.
Check # of responses.
Who didn’t respond?
Who did respond?
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Duke ECE 490L
Why?
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Duke ECE 490L
Drill down further.
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Duke ECE 490L
Ask for referrals!
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Duke ECE 490L
Keep track of case studies and testimonials.
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How to Do a Customer Case Study
Duke ECE 490L
• Who are they?
• Why did the pick you?
• How did your product benefit them?
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Duke ECE 490L
Persona.
Testimonial with name and picture.
Full story.
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Duke ECE 490L
Multiple user segments?
Showcase each.
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Duke ECE 490L
Stories of existing customers attract others just like them!
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Duke ECE 490L
Bake your brand recognition into your product.
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Case Study #1: Olark
Duke ECE 490L
• Live chat
• Widget on homepage of websites
• Builds virality through frequent recognition
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Duke ECE 490L
Inbound interest comes from demand creation activities.
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Demand Creation
Duke ECE 490L
• Market adoption v. Market share
• Education
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Educate Each Group
Duke ECE 490L
• Experts
• Connectors
• Earlyvangelists
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Techniques
Duke ECE 490L
• Experts: need to understand the unique value proposition of your product.
• Connectors: need to know most relevant connections, and a way to leverage their existing networks.
• Earlyvangelists: make the message memorable for them to convey.
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Case Study #2: Mint
Duke ECE 490L
• Experts: Suze Orman
• Connectors: financial bloggers and badges.
• Earlyvangelists: sharing infographics.
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Duke ECE 490L
What if you’re segments change?
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Duke ECE 490L
DESTROY EVERYTHING!
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Duke ECE 490L
Remember the definition of positioning?
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Duke ECE 490L
Image in the mind’s of prospects and customers.
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Duke ECE 490L
Exercise!
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Review
Duke ECE 490L
• Feedback Collection
• Customer Case Study
• Demand Creation Activities
• Exercise
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