Date post: | 11-Feb-2017 |
Category: |
Small Business & Entrepreneurship |
Upload: | nyu-entrepreneurial-institute |
View: | 239 times |
Download: | 0 times |
Startup School:Acquiring Customers(aka Get/Keep/Grow)
Andy MossEntrepreneur-in-Residence, NYU Entrepreneurial InstituteDirector, Blackstone LaunchPad at NYUAdjunct Faculty, Tandon School of EngineeringOctober 11th, 2016
Paid Demand Creation Activities
u Public Relationsu Advertisingu Trade Showsu Webinarsu Email marketingu On-line SEM u Biz Dev
Free Demand Creation Activities“Earned” Media
u Publications in journalsu Conference speeches/papersu Educational seminarsu Public relationsu Blogging / Sharable contentu Social Mediau Communities
What you should be looking for(and investors will too)…
Monetization(LTV)
Cost toAcquire aCustomer
(CAC)
A well balanced business model
Source:DavidSkok MatrixPartners
Customer Acquisition
GET: How does your customer find out about products like yours?
Activity Cost ($) Yield (# ppl) CAC ($)
KEEP: How do you keep your customers using your product?
Activity
GROW: How do you increase the $ your customer spends with you?
Activity
Total CAC:
Total LTV:
Direct Sales
VARs
Retail
Web, Telesales
Systems Integrators
Mainframes
MinisLANs
PC ServersDesktop PCs
PrintersKeyboards
Toner
WANs
Global Systems
Solution Complexity
Mar
ketin
g C
ompl
exity
Distribution Channels
Channel Economics: “Direct” Sales
Profit + SG&A + R&D
End
Con
sum
er
EU
Dis
coun
ts
Your RevenueList
Price
Source: Mark Leslie, Stanford GSB
Cost of Goods(Supply Chain)
Cost of Goods(Supply Chain) Profit + SG&A + R&D
End
Con
sum
er
EU
Dis
coun
ts
Reseller
Your RevenueList
Price
Source: Mark Leslie, Stanford GSB
Channel Economics: Resellers
Profit + SG&A + R&D
End
Con
sum
er
EU
Dis
coun
ts
Reseller
Dis
trib
utor
Your RevenueList
Price
Source: Mark Leslie, Stanford GSB
Cost of Goods(Supply Chain)
Channel Economics: Distributors / Resellers
Your product becomes your customer’s Cost of Goods
Source: Mark Leslie, Stanford GSB
End
Con
sum
er
ResellerProfit + SG&A + R&D
Cost of Goods
(SupplyChain)
EU
Dis
coun
ts
Reseller
Dis
trib
utor
Mas
ter
Dis
trib
utor
Profit + SG&A + R&D
Cost of Goods(Supply Chain)
Your RevenueList
Price
Channel Economics: OEM
Channel Economics
What kind of product? Physical Virtual
How do your customers buy products like yours today?
Who will distribute?
Who are the players that touch your product before it gets to the customer?
YOU CUSTOMER
Estimated cost (%)
How will I distribute? Physical Channel Virtual Channel
YOU CUSTOMER