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Engineering 245
The Lean LaunchPad
Session 3: Customers, Customers, Customers
Professors Steve Blank, Ann Miura-Ko, Jon Feiberhttp://e245.stanford.edu/
Web/Mobile Versus Physical
• Web/Mobile startups run faster
• Different process steps for web vs. physical
• Customer Relationships are radically different
Customer
Discovery
Customer
Validation
Pivot
Customer Discovery Phase 1 & 2
Customer Relationships
Customer Relationships Physical Products – Get Customers
Paid Channels
• PR• 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
Demand Creatio
n
Getting Free Users
• SEO (without consultants)• Blogging / Sharable content• Social Media / Gaming
Mechanics• Communities• Proven viral coefficient > 1
NOTE: “Viral” isn’t a strategy, it’s a product feature you either have or you don’t
Demand Creation
Customer Relationships Physical Products – Get Customers
Customer Relationships Physical Products – Keep Customers
Customer Relationships Physical Products – Grow Customers
Customer Relationships Physical Products – Get/Keep/Grow
Customer Relationships Web/Mobile Products– Get Customers
• 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?
Customer Relationships Web/Mobile Products– Keep Customers
Customer Relationships Web/Mobile Products– Grow Customers
Customer Relationships Web/Mobile Products Get/Keep/Grow
Customer Relationships Physical & Web Mobile Are Different
Pivot Cycle Time Matters
• Speed of cycle minimizes cash needs• Minimum feature set speeds up cycle time• Near instantaneous customer feedback drives feature set
I Write a Blog www.steveblank.com
Thanks
www.steveblank.com