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The Lean LaunchPad Session 4: Customer Relationships (Demand Creation) Professors Steve Blank,Jon Feiber,  Jim Hornthal, Oren Jacob https://sites.google.com/site/xmba296t / XMBA296T
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How Are You Doing? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Customer Development Process Customer Discovery Customer Validation Customer Creation Company Building Pivot
The Customer Development Process Customer Discovery Customer Discovery Customer Validation Customer Creation Company Building Bus Model Canvas Extract Hypotheses Test Problem Test Solution Pivot or Proceed
Customer Discovery: Physical/Web Bus Model Canvas Extract Hypotheses Test Problem Test Solution Pivot or Proceed
Customer Discovery Bus Model Canvas Extract Hypotheses Test Problem Test Solution Pivot or Proceed
Customer Discovery - Physical Bus Model Canvas Extract Hypotheses Test Problem Test Solution Pivot or Proceed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Discovery - Web Bus Model Canvas Extract Hypotheses Test Problem Test Solution Pivot or Proceed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Discovery - Physical Bus Model Canvas Extract Hypotheses Test Problem Test Solution Pivot or Proceed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Discovery - Web Bus Model Canvas Extract Hypotheses Test Problem Test Solution Pivot or Proceed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Discovery - Physical Bus Model Canvas Extract Hypotheses Test Problem Test Solution Pivot or Proceed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Discovery - Web Bus Model Canvas Extract Hypotheses Test Problem Test Solution Pivot or Proceed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Discovery – Web/Physical Bus Model Canvas Extract Hypotheses Test Problem Test Solution Pivot or Proceed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Customer Development Process Customer Validation Customer Discovery Customer Validation Customer Creation Company Building Get Ready to Sell Sell, Sell, Sell Positioning Pivot or Proceed
Customer Validation  - Web Get Ready to Sell Sell, Sell, Sell Positioning Pivot or Proceed Pivot
Customer Validation  - Physical Get Ready to Sell Sell, Sell, Sell Positioning Pivot or Proceed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Validation  - Web Get Ready to Sell Sell, Sell, Sell Positioning Pivot or Proceed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Validation  - Physical Get Ready to Sell Sell, Sell, Sell Positioning Pivot or Proceed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Validation - Web Get Ready to Sell Sell, Sell, Sell Positioning Pivot or Proceed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Validation - Physical/Web Get Ready to Sell Sell, Sell, Sell Positioning Pivot or Proceed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Validation - Physical/Web Get Ready to Sell Sell, Sell, Sell Positioning Pivot or Proceed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
images by JAM customer segments key partners cost structure revenue streams channels customer relationships key activities key  resources value proposition
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Customer Development Team Agile Development
CUSTOMER RELATIONSHIPS what relationships are you establishing with each segment? personal? automated? acquisitive? retentive ?
Demand Creation ,[object Object],[object Object],[object Object]
Market Type ,[object Object],[object Object],[object Object],[object Object],How does market type influence demand creation? Existing Resegmented New Customers Known Possibly Known Unknown Customer Needs Performance Better fit Transformational improvement Competitors Many Many if wrong, few if right None  Risk Lack of branding, sales and distribution ecosystem Market and product re-definition Evangelism and education cycle Examples Google Southwest Groupon
Demand Creation by Market Type ,[object Object],Existing Resegmented New ,[object Object],[object Object],[object Object],[object Object],Clone ,[object Object]
Who needs to hear about you? Suppliers Channels Government Partners End User Influencer / Recommender Economic Buyer Decision Maker
Demand Creation Feeds  the Sales Funnel Demand   Creation Acquisition Paying Customers $
Demand Creation Feeds  the Sales Funnel Demand   Creation Acquisition Paying Customers $
Getting Free Users ,[object Object],[object Object],[object Object],[object Object],[object Object],NOTE: “Viral” isn’t a strategy, it’s a product feature you either have or you don’t Demand   Creation
Paid Channels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Demand   Creation
Get Customers Funnel -  Physical “ Get Customers” Funnel
Get Customers Funnel - Physical Enterprise Software Paying Customers $ Leads Qualified Lead First Sales Call Demonstration Feasibility  Proposal   Purchase Order
Keep  Customers Funnel -  Physical Earned  and   Paid Media Get Customers Keep Customers Customer check-in calls   Customer satisfaction survey   product updates  Loyalty Programs
Grow  Customers Funnel -  Physical Earned  and   Paid Media Get Customers Keep  Customers Customer check-in calls   customer satisfaction survey   product updates  Loyalty Programs Grow  Customers
“ Get Customers” Funnel Viral Loop
Earned and  Paid Media “ Get Customers” Funnel PR SEO Advertising Blogs/Website Tradeshows Viral Mktg SEM/PPC Affiliate Mktg Viral Loop
Contests, events Blogs, RSS, emails product updates  Affiliate Programs “ Get Customers” Viral Loop Earned  and   Paid Media Loyalty Programs Keep  Customers
Keep  Customers Contests, events Blogs, RSS, emails product updates  Affiliate Programs Grow  Customers Loyalty Programs Viral Loop Earned  and   Paid Media
[object Object],[object Object],[object Object],[object Object]

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Xmba 296 t lecture 4 demand creation

  • 1. The Lean LaunchPad Session 4: Customer Relationships (Demand Creation) Professors Steve Blank,Jon Feiber, Jim Hornthal, Oren Jacob https://sites.google.com/site/xmba296t / XMBA296T
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  • 4. The Customer Development Process Customer Discovery Customer Validation Customer Creation Company Building Pivot
  • 5. The Customer Development Process Customer Discovery Customer Discovery Customer Validation Customer Creation Company Building Bus Model Canvas Extract Hypotheses Test Problem Test Solution Pivot or Proceed
  • 6. Customer Discovery: Physical/Web Bus Model Canvas Extract Hypotheses Test Problem Test Solution Pivot or Proceed
  • 7. Customer Discovery Bus Model Canvas Extract Hypotheses Test Problem Test Solution Pivot or Proceed
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  • 15. The Customer Development Process Customer Validation Customer Discovery Customer Validation Customer Creation Company Building Get Ready to Sell Sell, Sell, Sell Positioning Pivot or Proceed
  • 16. Customer Validation - Web Get Ready to Sell Sell, Sell, Sell Positioning Pivot or Proceed Pivot
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  • 23. images by JAM customer segments key partners cost structure revenue streams channels customer relationships key activities key resources value proposition
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  • 25. CUSTOMER RELATIONSHIPS what relationships are you establishing with each segment? personal? automated? acquisitive? retentive ?
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  • 29. Who needs to hear about you? Suppliers Channels Government Partners End User Influencer / Recommender Economic Buyer Decision Maker
  • 30. Demand Creation Feeds the Sales Funnel Demand Creation Acquisition Paying Customers $
  • 31. Demand Creation Feeds the Sales Funnel Demand Creation Acquisition Paying Customers $
  • 32.
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  • 34. Get Customers Funnel - Physical “ Get Customers” Funnel
  • 35. Get Customers Funnel - Physical Enterprise Software Paying Customers $ Leads Qualified Lead First Sales Call Demonstration Feasibility Proposal Purchase Order
  • 36. Keep Customers Funnel - Physical Earned and Paid Media Get Customers Keep Customers Customer check-in calls Customer satisfaction survey product updates Loyalty Programs
  • 37. Grow Customers Funnel - Physical Earned and Paid Media Get Customers Keep Customers Customer check-in calls customer satisfaction survey product updates Loyalty Programs Grow Customers
  • 38. “ Get Customers” Funnel Viral Loop
  • 39. Earned and Paid Media “ Get Customers” Funnel PR SEO Advertising Blogs/Website Tradeshows Viral Mktg SEM/PPC Affiliate Mktg Viral Loop
  • 40. Contests, events Blogs, RSS, emails product updates Affiliate Programs “ Get Customers” Viral Loop Earned and Paid Media Loyalty Programs Keep Customers
  • 41. Keep Customers Contests, events Blogs, RSS, emails product updates Affiliate Programs Grow Customers Loyalty Programs Viral Loop Earned and Paid Media
  • 42.