Lean Launch Padprep for Week 4 + 5:Channels and Customer Relationships

Tues 2/24 and Wed 2/25

Channels and Customer Relationships

• Channels – How you get your product from your company to your customer• Needs to match customer segments• Needs t match the product (complexity)• Need to understand cost implications

• Customer Relationships – How you get, keep, and grow customers• Result from interplay among customers, channel, value

proposition, marketing.• Need to understand the sales cycle

• Customer Acquisition Costs (CAC)• Customer Lifetime Value (CLV)• Churn• Attrition

Leave campus: go talk to at least 15 potential customers (target 20) to gain insights and generate findings.

Focus on interviewing members of your hypothesized customer segment(s), including users, influencers, payers, etc.

What channel(s) will you use? How much will it cost?

How will you get, keep, and grow customers? CAC? CLV?

Customer Discovery

Title of Presentation

Preparing for Week 4+5 : Channel and Customer Relationships

Watch Course video lessons 4 and 5: Channels and Customer Relationships

BMG pp. 146-159: Visual Thinking, SOM pp. 98-111: Channels; pp. 243-244: Meet the

Channel; pp. 332-343: Channel Roadmap; pp. 406-412: Distribution Channels; pp. 478: Channels Checklist; pp. 126-168: Customer Relationships Hypotheses; pp. 296-351: Get/Keep/Grow; pp. 480-482: Relationships Checklist; and pp. 490: MVP Test.

Title of PresentationTitle of Presentation

Week 4+5: Channels and Customer Relationships

Teams present their updated business model to the class: (15 minutes)

• Slide 1: Title Slide. Tally # Interviews so far. • Slide 2: Business Model Canvas, with changes highlighted in red and multi-sided

markets shown in different colors• Slide 3: What is the distribution channel? Are there alternatives? What was it

that made channel partners interested? Excited?• Slide 4: What did you learn about your channel?

• Hypothesis: Here’s what we thought.• Experiments: Here’s what we did.• Results: Here’s what we found.• Action: Here’s what we’re going to do next.

• Slide 5: What were your pass/fail metrics for each “get” test/methodology? • What is your Customer Acquisition Cost?• What is you Customer Lifetime Value? • What is your demand creation budget and forecast?

• Slide 6: What did you learn about Customer Relationships • Subsections same as for slide #4