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The Lean LaunchPad Presentation examplesused inClass 6 - Customer Relationships                                   07/02/12
Ag RobotCustomer Relationships Example
Demand generation plan and budget• Word of mouth generation     – 2 systems for “Demo day events”     – 2 systems for cust...
Medical DeviceCustomer Relationships Example
Key OpinionLeaders (KOLs)
Key OpinionLeaders (KOLs)
Key OpinionLeaders (KOLs)
Key OpinionLeaders (KOLs)
Key OpinionLeaders (KOLs)
Key OpinionLeaders (KOLs)
Housing AppCustomer Relationship Example
• We ran a Facebook ad to test actual willingness2  to pay for this service                                               ...
• To test willingness to pay we used three        2  identical ads with three different landing pages                     ...
• To test willingness to pay we used three        2  identical ads with three different landing pages          Ad         ...
• Customer archetype: Sara                How she searches                 Wants to be efficient (will use a broker if do...
Online DatingCustomer Relationships Example
What We Did: Landing Page + Web App
What We Found: High referral traffic  4 day progress report                          Overall Signup progress              ...
What we did: Targeted women, all couples            Demand generation testHypothesis: Women-in-relationships are likelier ...
What we found: women click more...................................but not clear who will pay!              Couples will pa...
What we found: Clicks, no web app usage               Demand generation testFunnel: “Couples” campaign                    ...
Online SalesCustomer Relationships Example
Year 1           Web funnel                          Year 5  100 000 hits   Referenced to our web site       300 000 hits ...
Mobile AppCustomer Relationships Example
Success Depends on Virality> ChurnRatio of early stage viralityrate to churn rate = 2.00x
Success Depends on Virality>ChurnRatio of early stage viralityrate to churn rate = 1.50x
Success Depends on Virality>ChurnRatio of early stage viralityrate to churn rate = 1.0x
Demand creation via website        1                     2            3“Not a landing page”    Doesn’t show theNo Indonesi...
Demand creation via website -                results             Clicks                               CTR100              ...
Software Reference ToolCustomer Relationships Example
AdWords Testing
AB Testing Results0% conversion           42% conversion        75% conversion      32% conversion•   Original Peaya websi...
Google &Facebook campaigns• Keywords: free endnote, reference manager, pdf  manager, Itunes for digital content, I tunes, ...
We’re “a little” viral             12% of sign-ups from referrals             14 of 117 new registrations came            ...
Collaboration doesn’t “pop”…. yet                  “Rate & Discuss” is least                  interesting tutorial screen ...
Customer Relationships Example
Search KeywordsLesson Learned:Very little search traffic -> a “missionary” sales effort
Highly Competitive KeywordsLesson Learned:AdWords (paid SEM) is not going to be an efficient channel with thesekeywords
Medical DeviceCustomer Relationships Example
ChannelIncentives                                                                                  VP                     ...
Demand Creation                                 Patients/Advocacy                                      Groups             ...
Presentation examples for class 6 customer relationships
Presentation examples for class 6 customer relationships
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Presentation examples for class 6 customer relationships

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Presentation examples for class 6 customer relationships

  1. The Lean LaunchPad Presentation examplesused inClass 6 - Customer Relationships 07/02/12
  2. Ag RobotCustomer Relationships Example
  3. Demand generation plan and budget• Word of mouth generation – 2 systems for “Demo day events” – 2 systems for customer demos – 4 x 30K each = $120,000• World Ag Expo Booth – 1 x 40x40 corner booth with demo – Hold press event breakfast – $ 15 K (booth, banners, hotels)• Magazine campaign – 3 ads in 2 magazines – Goal – get 2 articles on us – 2 x $ 10K + Ad agency = 30K• Total $165 K“You prove that it works and everything else is easy. Distribution is not thatcomplicated in farming.” – Wyatt Duncan, Integrated Crop Pest Control
  4. Medical DeviceCustomer Relationships Example
  5. Key OpinionLeaders (KOLs)
  6. Key OpinionLeaders (KOLs)
  7. Key OpinionLeaders (KOLs)
  8. Key OpinionLeaders (KOLs)
  9. Key OpinionLeaders (KOLs)
  10. Key OpinionLeaders (KOLs)
  11. Housing AppCustomer Relationship Example
  12. • We ran a Facebook ad to test actual willingness2 to pay for this service 14
  13. • To test willingness to pay we used three 2 identical ads with three different landing pages 15
  14. • To test willingness to pay we used three 2 identical ads with three different landing pages Ad Sign-ups Clicks Ad spend Free 0 23 $25 $1/household 0 25 $25 $1/user 0 24 $25 • Unfortunately, test results only proved users did not trust our site for payments • Facebook traffic on this campaign was on our page for 4 seconds on average • Roommate campaign had a 1:37 site time average • Outstanding question: can we win trust in other ways and then engage users to pay rent through us? 16
  15. • Customer archetype: Sara How she searches  Wants to be efficient (will use a broker if doing a search on her own is too painful)  Asks friends for recommendations What Matters to Sara  Wants to live in a fun place that is safe  Doesn’t want to overpay  Doesn’t have much time to hunt for a place  Live with someone she trusts (moving to DC) Influences  Where friends go out/live  Work location 17
  16. Online DatingCustomer Relationships Example
  17. What We Did: Landing Page + Web App
  18. What We Found: High referral traffic 4 day progress report Overall Signup progress 1258 31 filled 5- 136 min survey 10.8%
  19. What we did: Targeted women, all couples Demand generation testHypothesis: Women-in-relationships are likelier to clickthrough, irrespective of distance statusTested for $30 Facebook click through & conversion from FBimpressions Ad-1 Ad-3 Ad-2 Ad-4
  20. What we found: women click more...................................but not clear who will pay! Couples will pay subscription if they find more Subscription model test 1 sharing during free trial valuable LDRs 1 Takeaway: “More 6 sharing” without Paid convenience will have to be free. SLRs 4 Good if free Women likelier to click through irrespective of Demand generation test II distance status Click LOCATION Impressions Through Men Women Women-in-rel rates 87140
  21. What we found: Clicks, no web app usage Demand generation testFunnel: “Couples” campaign $ 29.7 this week 304,286 0.01 c impressions 122 uniques 0.35 c/new 85 new 24.6% conversion 30 sign-up 0.99 c clicks but one used web app
  22. Online SalesCustomer Relationships Example
  23. Year 1 Web funnel Year 5 100 000 hits Referenced to our web site 300 000 hits 50% 70% Fill out savings calculator 20% 30% Send request to sales 30% 30% Reconnection with viable customer 80% 80% Visit to site 10% 20% Close saleTotal TotalRevenue1.44 million Revenue 18.14 million
  24. Mobile AppCustomer Relationships Example
  25. Success Depends on Virality> ChurnRatio of early stage viralityrate to churn rate = 2.00x
  26. Success Depends on Virality>ChurnRatio of early stage viralityrate to churn rate = 1.50x
  27. Success Depends on Virality>ChurnRatio of early stage viralityrate to churn rate = 1.0x
  28. Demand creation via website 1 2 3“Not a landing page” Doesn’t show theNo Indonesian version product
  29. Demand creation via website - results Clicks CTR100 74 2.00% 1.56% 68 1.25% 50 22 1.00% 0.59% 0 0.00% 1 2 3 1 2 3 People need to use the product CPC for us to maximize Conversions per click learning1.5 1.34 6.00% 4.05% 1 0.62 4.00% 2.94% 0.540.5 2.00% 0.00% 0 0.00% 1 2 3 1 2 3
  30. Software Reference ToolCustomer Relationships Example
  31. AdWords Testing
  32. AB Testing Results0% conversion 42% conversion 75% conversion 32% conversion• Original Peaya website has 66% conversion rate• Conversion defined as people clicking the download button on the landing page• Experiment still underway; too few data points for drawing conclusions
  33. Google &Facebook campaigns• Keywords: free endnote, reference manager, pdf manager, Itunes for digital content, I tunes, manage pdf, organize paper, paper manager, citation manager, paper citation, cite pdfs• 24 impressions, 2 clicks on googleadwords• Clicks on free endnote and organize paper• No Facebook response• 1 Post on ResearchGate drew 7 visitors
  34. We’re “a little” viral 12% of sign-ups from referrals 14 of 117 new registrations came from referrals by 3 people from Jan 1 to Feb 1. Referral bonus promoted in tutorial
  35. Collaboration doesn’t “pop”…. yet “Rate & Discuss” is least interesting tutorial screen so far However: 1) we can test different messages (ie “collaborate”) 2) experiment is slightly biased in ordering, we need further testing
  36. Customer Relationships Example
  37. Search KeywordsLesson Learned:Very little search traffic -> a “missionary” sales effort
  38. Highly Competitive KeywordsLesson Learned:AdWords (paid SEM) is not going to be an efficient channel with thesekeywords
  39. Medical DeviceCustomer Relationships Example
  40. ChannelIncentives VP All Institutions Out-patient care/ Per Service High Value home setting Revenue Model TherapiesHospitals Private Dosing flexibility Hospitals, specialty clinics Efficient patientPain Clinics management In-patient care/ Per Diem hospitalization Pharmacoeconomics Revenue Model HMO, ACO, Non- profit, University Hospitals
  41. Demand Creation Patients/Advocacy Groups Conferences / Trade magazines / PR Societies conferences $20k/event * 6 events $20k/event * 4 events Research JournalOne on one Meetings $150k/year travel Adoption Publications (Free) Budget ~ $300 k/year

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