SlideShare a Scribd company logo
1 of 43
Download to read offline
The Lean LaunchPad


 Presentation examplesused in
Class 6 - Customer Relationships




                                   07/02/12
Ag Robot
Customer Relationships Example
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 that
complicated in farming.” – Wyatt Duncan, Integrated Crop Pest Control
Medical Device
Customer Relationships Example
Presentation examples for class 6 customer relationships
Key Opinion
Leaders (KOLs)
Key Opinion
Leaders (KOLs)
Key Opinion
Leaders (KOLs)
Key Opinion
Leaders (KOLs)
Key Opinion
Leaders (KOLs)
Key Opinion
Leaders (KOLs)
Presentation examples for class 6 customer relationships
Housing App
Customer Relationship Example
• We ran a Facebook ad to test actual willingness2
  to pay for this service




                                                     14
• To test willingness to pay we used three        2
  identical ads with three different landing pages




                                                      15
• 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
• 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
Online Dating
Customer Relationships Example
What We Did: Landing Page + Web App
What We Found: High referral traffic

  4 day progress report




                          Overall Signup progress


                                       1258
                                                    31 filled 5-
                                       136          min survey


                                       10.8%
What we did: Targeted women, all couples            Demand generation test


Hypothesis: Women-in-relationships are likelier to click
through, irrespective of distance status

Tested for $30 Facebook click through & conversion from FB
impressions
                                     Ad-1    Ad-3




                                            Ad-2                    Ad-4
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
What we found: Clicks, no web app usage               Demand generation test

Funnel: “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
Online Sales
Customer Relationships Example
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 sale
Total                                           Total
Revenue
1.44 million                                    Revenue
                                                18.14 million
Mobile App
Customer Relationships Example
Success Depends on Virality> Churn
Ratio of early stage viralityrate to churn rate = 2.00x
Success Depends on Virality>Churn
Ratio of early stage viralityrate to churn rate = 1.50x
Success Depends on Virality>Churn
Ratio of early stage viralityrate to churn rate = 1.0x
Demand creation via website

        1                     2            3




“Not a landing page”    Doesn’t show the
No Indonesian version       product
Demand creation via website -
                results
             Clicks                               CTR
100                    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
                                     learning
1.5   1.34                        6.00%
                                                            4.05%
  1                    0.62       4.00%             2.94%
                0.54
0.5                               2.00%
                                          0.00%
  0                               0.00%
       1         2      3                  1            2    3
Software Reference Tool
Customer Relationships Example
AdWords Testing
AB Testing Results




0% 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
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
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
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
Customer Relationships Example
Search Keywords




Lesson Learned:
Very little search traffic -> a “missionary” sales effort
Highly Competitive Keywords




Lesson Learned:
AdWords (paid SEM) is not going to be an efficient channel with these
keywords
Medical Device
Customer Relationships Example
ChannelIncentives

                                                                                  VP

                                      All Institutions
               Out-patient care/                            Per Service       High Value
                home setting                              Revenue Model       Therapies



Hospitals                               Private                            Dosing flexibility
                                   Hospitals, specialty
                                         clinics                            Efficient patient
Pain Clinics                                                                management



               In-patient care/                              Per Diem
                hospitalization                                           Pharmacoeconomics
                                                          Revenue Model
                                     HMO, ACO, Non-
                                     profit, University
                                        Hospitals
Demand Creation
                                 Patients/Advocacy
                                      Groups

             Conferences /                           Trade magazines / PR
               Societies                                 conferences
         $20k/event * 6 events                       $20k/event * 4 events




                                                                 Research Journal
One on one Meetings
 $150k/year travel
                                 Adoption                          Publications
                                                                       (Free)




                             Budget ~ $300 k/year

More Related Content

What's hot

Web Strategy for Retail
Web Strategy for RetailWeb Strategy for Retail
Web Strategy for RetailIntergen
 
Value Exchange Mapping Guide
Value Exchange Mapping GuideValue Exchange Mapping Guide
Value Exchange Mapping GuideMichael S. Jordan
 
Making money on mobile: acquisition, retention, monetization
Making money on mobile: acquisition, retention, monetizationMaking money on mobile: acquisition, retention, monetization
Making money on mobile: acquisition, retention, monetizationWarply
 
Value Proposition - Entrepreneurship 101
Value Proposition - Entrepreneurship 101Value Proposition - Entrepreneurship 101
Value Proposition - Entrepreneurship 101MaRS Discovery District
 
Pricing and Licensing Strategies for Growth
Pricing and Licensing Strategies for GrowthPricing and Licensing Strategies for Growth
Pricing and Licensing Strategies for GrowthFlexera
 
Business Model Thinking
Business Model ThinkingBusiness Model Thinking
Business Model ThinkingINNODYN
 
Ecircle Optimise Email Marketing
Ecircle Optimise Email MarketingEcircle Optimise Email Marketing
Ecircle Optimise Email MarketingKieran Swail
 
I suggest efinancials
I suggest efinancialsI suggest efinancials
I suggest efinancialsTietoNL
 
It's All About the Show, Baby!!
It's All About the Show, Baby!!It's All About the Show, Baby!!
It's All About the Show, Baby!!David Metter
 
Care Day 130130 Apptus
Care Day 130130 ApptusCare Day 130130 Apptus
Care Day 130130 Apptuscloudnine
 
Value Proposition - Entrepreneurship 101
Value Proposition - Entrepreneurship 101Value Proposition - Entrepreneurship 101
Value Proposition - Entrepreneurship 101MaRS Discovery District
 
KREATIO-WHITE-PAPER----AD-REVENUE.PDF
KREATIO-WHITE-PAPER----AD-REVENUE.PDFKREATIO-WHITE-PAPER----AD-REVENUE.PDF
KREATIO-WHITE-PAPER----AD-REVENUE.PDFKadam Vivek
 
CRM & Multi-Channel Marketing Theatre; Discover how Aimia is using IBM Unica'...
CRM & Multi-Channel Marketing Theatre; Discover how Aimia is using IBM Unica'...CRM & Multi-Channel Marketing Theatre; Discover how Aimia is using IBM Unica'...
CRM & Multi-Channel Marketing Theatre; Discover how Aimia is using IBM Unica'...TFM&A
 
David Skok, funnel design and optimization
David Skok, funnel design and optimizationDavid Skok, funnel design and optimization
David Skok, funnel design and optimizationMassTLC
 
Increasing The ROI On Next Gen Store SystemsIncreasing The ROI On Next Gen St...
Increasing The ROI On Next Gen Store SystemsIncreasing The ROI On Next Gen St...Increasing The ROI On Next Gen Store SystemsIncreasing The ROI On Next Gen St...
Increasing The ROI On Next Gen Store SystemsIncreasing The ROI On Next Gen St...G3 Communications
 
Amazon web services : "How Does Cloud Computing Change the Business Model for...
Amazon web services : "How Does Cloud Computing Change the Business Model for...Amazon web services : "How Does Cloud Computing Change the Business Model for...
Amazon web services : "How Does Cloud Computing Change the Business Model for...Software Park Thailand
 
Automotive Landing Page Evaluation Dealer Webinar
Automotive Landing Page Evaluation Dealer WebinarAutomotive Landing Page Evaluation Dealer Webinar
Automotive Landing Page Evaluation Dealer WebinarRalph Paglia
 

What's hot (20)

Multichannel Customer Journeys
Multichannel Customer JourneysMultichannel Customer Journeys
Multichannel Customer Journeys
 
Web Strategy for Retail
Web Strategy for RetailWeb Strategy for Retail
Web Strategy for Retail
 
Value Exchange Mapping Guide
Value Exchange Mapping GuideValue Exchange Mapping Guide
Value Exchange Mapping Guide
 
Making money on mobile: acquisition, retention, monetization
Making money on mobile: acquisition, retention, monetizationMaking money on mobile: acquisition, retention, monetization
Making money on mobile: acquisition, retention, monetization
 
Value Proposition - Entrepreneurship 101
Value Proposition - Entrepreneurship 101Value Proposition - Entrepreneurship 101
Value Proposition - Entrepreneurship 101
 
Pricing and Licensing Strategies for Growth
Pricing and Licensing Strategies for GrowthPricing and Licensing Strategies for Growth
Pricing and Licensing Strategies for Growth
 
Business Model Thinking
Business Model ThinkingBusiness Model Thinking
Business Model Thinking
 
Ecircle Optimise Email Marketing
Ecircle Optimise Email MarketingEcircle Optimise Email Marketing
Ecircle Optimise Email Marketing
 
I suggest efinancials
I suggest efinancialsI suggest efinancials
I suggest efinancials
 
It's All About the Show, Baby!!
It's All About the Show, Baby!!It's All About the Show, Baby!!
It's All About the Show, Baby!!
 
Nsf lecture 3 customers
Nsf lecture 3 customersNsf lecture 3 customers
Nsf lecture 3 customers
 
Care Day 130130 Apptus
Care Day 130130 ApptusCare Day 130130 Apptus
Care Day 130130 Apptus
 
Value Proposition - Entrepreneurship 101
Value Proposition - Entrepreneurship 101Value Proposition - Entrepreneurship 101
Value Proposition - Entrepreneurship 101
 
KREATIO-WHITE-PAPER----AD-REVENUE.PDF
KREATIO-WHITE-PAPER----AD-REVENUE.PDFKREATIO-WHITE-PAPER----AD-REVENUE.PDF
KREATIO-WHITE-PAPER----AD-REVENUE.PDF
 
CRM & Multi-Channel Marketing Theatre; Discover how Aimia is using IBM Unica'...
CRM & Multi-Channel Marketing Theatre; Discover how Aimia is using IBM Unica'...CRM & Multi-Channel Marketing Theatre; Discover how Aimia is using IBM Unica'...
CRM & Multi-Channel Marketing Theatre; Discover how Aimia is using IBM Unica'...
 
#NexusCafe - Customer Lifecycle Engagement
#NexusCafe - Customer Lifecycle Engagement#NexusCafe - Customer Lifecycle Engagement
#NexusCafe - Customer Lifecycle Engagement
 
David Skok, funnel design and optimization
David Skok, funnel design and optimizationDavid Skok, funnel design and optimization
David Skok, funnel design and optimization
 
Increasing The ROI On Next Gen Store SystemsIncreasing The ROI On Next Gen St...
Increasing The ROI On Next Gen Store SystemsIncreasing The ROI On Next Gen St...Increasing The ROI On Next Gen Store SystemsIncreasing The ROI On Next Gen St...
Increasing The ROI On Next Gen Store SystemsIncreasing The ROI On Next Gen St...
 
Amazon web services : "How Does Cloud Computing Change the Business Model for...
Amazon web services : "How Does Cloud Computing Change the Business Model for...Amazon web services : "How Does Cloud Computing Change the Business Model for...
Amazon web services : "How Does Cloud Computing Change the Business Model for...
 
Automotive Landing Page Evaluation Dealer Webinar
Automotive Landing Page Evaluation Dealer WebinarAutomotive Landing Page Evaluation Dealer Webinar
Automotive Landing Page Evaluation Dealer Webinar
 

Similar to Presentation examples for class 6 customer relationships

Advanced Landing Pages for Higher Online Conversions
Advanced Landing Pages for Higher Online ConversionsAdvanced Landing Pages for Higher Online Conversions
Advanced Landing Pages for Higher Online Conversionsion interactive
 
dgm | Online Retailer Expo Sydney 2012 | Chris Garner
dgm | Online Retailer Expo Sydney 2012 | Chris Garnerdgm | Online Retailer Expo Sydney 2012 | Chris Garner
dgm | Online Retailer Expo Sydney 2012 | Chris GarnerChris Garner
 
So|Lo|Mo: Winning With Today's Car Shopper
So|Lo|Mo: Winning With Today's Car ShopperSo|Lo|Mo: Winning With Today's Car Shopper
So|Lo|Mo: Winning With Today's Car ShopperCars.com
 
Conversion attribution Digital
Conversion attribution DigitalConversion attribution Digital
Conversion attribution DigitalLucio Ribeiro
 
Driving Online Donations: A Real-World Test
Driving Online Donations: A Real-World TestDriving Online Donations: A Real-World Test
Driving Online Donations: A Real-World TestEric Athas
 
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makesBBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makesBBDO Belgium
 
How do you value a click that doesn't lead straight to a sale?
How do you value a click that doesn't lead straight to a sale?How do you value a click that doesn't lead straight to a sale?
How do you value a click that doesn't lead straight to a sale?Neil Charles
 
Customer Acquisition & Monetization - Keys to your Business Model
Customer Acquisition & Monetization -  Keys to your Business ModelCustomer Acquisition & Monetization -  Keys to your Business Model
Customer Acquisition & Monetization - Keys to your Business ModelDavid Skok
 
Scientific Attribution: Maximizing Digital ROI
Scientific Attribution: Maximizing Digital ROIScientific Attribution: Maximizing Digital ROI
Scientific Attribution: Maximizing Digital ROIBKV
 
HeroConf LA - PPC Life After Mobile
HeroConf LA - PPC Life After MobileHeroConf LA - PPC Life After Mobile
HeroConf LA - PPC Life After MobileAaron Levy
 
Ad Tech Channel Attribution
Ad Tech Channel AttributionAd Tech Channel Attribution
Ad Tech Channel AttributionDatalicious
 
MetricsBeyondTheClick_BestPractices
MetricsBeyondTheClick_BestPracticesMetricsBeyondTheClick_BestPractices
MetricsBeyondTheClick_BestPracticesChris Rash
 
Make digital work for you
Make digital work for youMake digital work for you
Make digital work for youhluecke
 
IAB Canada Metrics 2015 - Eyereturn - The Truth About Clicks - Ian Hewetson
IAB Canada Metrics 2015 -  Eyereturn - The Truth About Clicks - Ian HewetsonIAB Canada Metrics 2015 -  Eyereturn - The Truth About Clicks - Ian Hewetson
IAB Canada Metrics 2015 - Eyereturn - The Truth About Clicks - Ian HewetsonIAB Canada
 
SearchLove London 2017 | Will Critchlow | Seeing the Future: How to Tell the ...
SearchLove London 2017 | Will Critchlow | Seeing the Future: How to Tell the ...SearchLove London 2017 | Will Critchlow | Seeing the Future: How to Tell the ...
SearchLove London 2017 | Will Critchlow | Seeing the Future: How to Tell the ...Distilled
 
Are you drowning in data - Graham Cooke QuBit
Are you drowning in data -  Graham Cooke QuBitAre you drowning in data -  Graham Cooke QuBit
Are you drowning in data - Graham Cooke QuBitPerformanceIN
 
Holistic Data Plan
Holistic Data PlanHolistic Data Plan
Holistic Data PlanDatalicious
 
Anna Talerico PubCon October 90
Anna Talerico PubCon October 90Anna Talerico PubCon October 90
Anna Talerico PubCon October 90ion interactive
 
eMetrics Stockholm - How to Analyze Viral Campaigns - 28 September 2010
eMetrics Stockholm - How to Analyze Viral Campaigns - 28 September 2010eMetrics Stockholm - How to Analyze Viral Campaigns - 28 September 2010
eMetrics Stockholm - How to Analyze Viral Campaigns - 28 September 2010Jesper Åström
 

Similar to Presentation examples for class 6 customer relationships (20)

Advanced Landing Pages for Higher Online Conversions
Advanced Landing Pages for Higher Online ConversionsAdvanced Landing Pages for Higher Online Conversions
Advanced Landing Pages for Higher Online Conversions
 
dgm | Online Retailer Expo Sydney 2012 | Chris Garner
dgm | Online Retailer Expo Sydney 2012 | Chris Garnerdgm | Online Retailer Expo Sydney 2012 | Chris Garner
dgm | Online Retailer Expo Sydney 2012 | Chris Garner
 
So|Lo|Mo: Winning With Today's Car Shopper
So|Lo|Mo: Winning With Today's Car ShopperSo|Lo|Mo: Winning With Today's Car Shopper
So|Lo|Mo: Winning With Today's Car Shopper
 
Conversion attribution Digital
Conversion attribution DigitalConversion attribution Digital
Conversion attribution Digital
 
Driving Online Donations: A Real-World Test
Driving Online Donations: A Real-World TestDriving Online Donations: A Real-World Test
Driving Online Donations: A Real-World Test
 
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makesBBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
 
How people search
How people searchHow people search
How people search
 
How do you value a click that doesn't lead straight to a sale?
How do you value a click that doesn't lead straight to a sale?How do you value a click that doesn't lead straight to a sale?
How do you value a click that doesn't lead straight to a sale?
 
Customer Acquisition & Monetization - Keys to your Business Model
Customer Acquisition & Monetization -  Keys to your Business ModelCustomer Acquisition & Monetization -  Keys to your Business Model
Customer Acquisition & Monetization - Keys to your Business Model
 
Scientific Attribution: Maximizing Digital ROI
Scientific Attribution: Maximizing Digital ROIScientific Attribution: Maximizing Digital ROI
Scientific Attribution: Maximizing Digital ROI
 
HeroConf LA - PPC Life After Mobile
HeroConf LA - PPC Life After MobileHeroConf LA - PPC Life After Mobile
HeroConf LA - PPC Life After Mobile
 
Ad Tech Channel Attribution
Ad Tech Channel AttributionAd Tech Channel Attribution
Ad Tech Channel Attribution
 
MetricsBeyondTheClick_BestPractices
MetricsBeyondTheClick_BestPracticesMetricsBeyondTheClick_BestPractices
MetricsBeyondTheClick_BestPractices
 
Make digital work for you
Make digital work for youMake digital work for you
Make digital work for you
 
IAB Canada Metrics 2015 - Eyereturn - The Truth About Clicks - Ian Hewetson
IAB Canada Metrics 2015 -  Eyereturn - The Truth About Clicks - Ian HewetsonIAB Canada Metrics 2015 -  Eyereturn - The Truth About Clicks - Ian Hewetson
IAB Canada Metrics 2015 - Eyereturn - The Truth About Clicks - Ian Hewetson
 
SearchLove London 2017 | Will Critchlow | Seeing the Future: How to Tell the ...
SearchLove London 2017 | Will Critchlow | Seeing the Future: How to Tell the ...SearchLove London 2017 | Will Critchlow | Seeing the Future: How to Tell the ...
SearchLove London 2017 | Will Critchlow | Seeing the Future: How to Tell the ...
 
Are you drowning in data - Graham Cooke QuBit
Are you drowning in data -  Graham Cooke QuBitAre you drowning in data -  Graham Cooke QuBit
Are you drowning in data - Graham Cooke QuBit
 
Holistic Data Plan
Holistic Data PlanHolistic Data Plan
Holistic Data Plan
 
Anna Talerico PubCon October 90
Anna Talerico PubCon October 90Anna Talerico PubCon October 90
Anna Talerico PubCon October 90
 
eMetrics Stockholm - How to Analyze Viral Campaigns - 28 September 2010
eMetrics Stockholm - How to Analyze Viral Campaigns - 28 September 2010eMetrics Stockholm - How to Analyze Viral Campaigns - 28 September 2010
eMetrics Stockholm - How to Analyze Viral Campaigns - 28 September 2010
 

More from Stanford University

Team Networks - 2022 Technology, Innovation & Great Power Competition
Team Networks  - 2022 Technology, Innovation & Great Power CompetitionTeam Networks  - 2022 Technology, Innovation & Great Power Competition
Team Networks - 2022 Technology, Innovation & Great Power CompetitionStanford University
 
Team LiOn Batteries - 2022 Technology, Innovation & Great Power Competition
Team LiOn Batteries  - 2022 Technology, Innovation & Great Power CompetitionTeam LiOn Batteries  - 2022 Technology, Innovation & Great Power Competition
Team LiOn Batteries - 2022 Technology, Innovation & Great Power CompetitionStanford University
 
Team Quantum - 2022 Technology, Innovation & Great Power Competition
Team Quantum  - 2022 Technology, Innovation & Great Power CompetitionTeam Quantum  - 2022 Technology, Innovation & Great Power Competition
Team Quantum - 2022 Technology, Innovation & Great Power CompetitionStanford University
 
Team Disinformation - 2022 Technology, Innovation & Great Power Competition
Team Disinformation  - 2022 Technology, Innovation & Great Power CompetitionTeam Disinformation  - 2022 Technology, Innovation & Great Power Competition
Team Disinformation - 2022 Technology, Innovation & Great Power CompetitionStanford University
 
Team Wargames - 2022 Technology, Innovation & Great Power Competition
Team Wargames  - 2022 Technology, Innovation & Great Power CompetitionTeam Wargames  - 2022 Technology, Innovation & Great Power Competition
Team Wargames - 2022 Technology, Innovation & Great Power CompetitionStanford University
 
Team Acquistion - 2022 Technology, Innovation & Great Power Competition
Team Acquistion  - 2022 Technology, Innovation & Great Power Competition Team Acquistion  - 2022 Technology, Innovation & Great Power Competition
Team Acquistion - 2022 Technology, Innovation & Great Power Competition Stanford University
 
Team Climate Change - 2022 Technology, Innovation & Great Power Competition
Team Climate Change - 2022 Technology, Innovation & Great Power Competition Team Climate Change - 2022 Technology, Innovation & Great Power Competition
Team Climate Change - 2022 Technology, Innovation & Great Power Competition Stanford University
 
Altuna Engr245 2022 Lessons Learned
Altuna Engr245 2022 Lessons LearnedAltuna Engr245 2022 Lessons Learned
Altuna Engr245 2022 Lessons LearnedStanford University
 
Invisa Engr245 2022 Lessons Learned
Invisa Engr245 2022 Lessons LearnedInvisa Engr245 2022 Lessons Learned
Invisa Engr245 2022 Lessons LearnedStanford University
 
ānanda Engr245 2022 Lessons Learned
ānanda Engr245 2022 Lessons Learnedānanda Engr245 2022 Lessons Learned
ānanda Engr245 2022 Lessons LearnedStanford University
 
Gordian Knot Center Roundtable w/Depty SecDef
Gordian Knot Center Roundtable w/Depty SecDef Gordian Knot Center Roundtable w/Depty SecDef
Gordian Knot Center Roundtable w/Depty SecDef Stanford University
 
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...Stanford University
 
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...Stanford University
 
Team Catena - 2021 Technology, Innovation & Great Power Competition
Team Catena - 2021 Technology, Innovation & Great Power CompetitionTeam Catena - 2021 Technology, Innovation & Great Power Competition
Team Catena - 2021 Technology, Innovation & Great Power CompetitionStanford University
 
Team Apollo - 2021 Technology, Innovation & Great Power Competition
Team Apollo - 2021 Technology, Innovation & Great Power CompetitionTeam Apollo - 2021 Technology, Innovation & Great Power Competition
Team Apollo - 2021 Technology, Innovation & Great Power CompetitionStanford University
 
Team Drone - 2021 Technology, Innovation & Great Power Competition
Team Drone - 2021 Technology, Innovation & Great Power CompetitionTeam Drone - 2021 Technology, Innovation & Great Power Competition
Team Drone - 2021 Technology, Innovation & Great Power CompetitionStanford University
 
Team Short Circuit - 2021 Technology, Innovation & Great Power Competition
Team Short Circuit - 2021 Technology, Innovation & Great Power CompetitionTeam Short Circuit - 2021 Technology, Innovation & Great Power Competition
Team Short Circuit - 2021 Technology, Innovation & Great Power CompetitionStanford University
 
Team Aurora - 2021 Technology, Innovation & Great Power Competition
Team Aurora - 2021 Technology, Innovation & Great Power CompetitionTeam Aurora - 2021 Technology, Innovation & Great Power Competition
Team Aurora - 2021 Technology, Innovation & Great Power CompetitionStanford University
 
Team Conflicted Capital Team - 2021 Technology, Innovation & Great Power Comp...
Team Conflicted Capital Team - 2021 Technology, Innovation & Great Power Comp...Team Conflicted Capital Team - 2021 Technology, Innovation & Great Power Comp...
Team Conflicted Capital Team - 2021 Technology, Innovation & Great Power Comp...Stanford University
 
Lecture 8 - Technology, Innovation and Great Power Competition - Cyber
Lecture 8 - Technology, Innovation and Great Power Competition - CyberLecture 8 - Technology, Innovation and Great Power Competition - Cyber
Lecture 8 - Technology, Innovation and Great Power Competition - CyberStanford University
 

More from Stanford University (20)

Team Networks - 2022 Technology, Innovation & Great Power Competition
Team Networks  - 2022 Technology, Innovation & Great Power CompetitionTeam Networks  - 2022 Technology, Innovation & Great Power Competition
Team Networks - 2022 Technology, Innovation & Great Power Competition
 
Team LiOn Batteries - 2022 Technology, Innovation & Great Power Competition
Team LiOn Batteries  - 2022 Technology, Innovation & Great Power CompetitionTeam LiOn Batteries  - 2022 Technology, Innovation & Great Power Competition
Team LiOn Batteries - 2022 Technology, Innovation & Great Power Competition
 
Team Quantum - 2022 Technology, Innovation & Great Power Competition
Team Quantum  - 2022 Technology, Innovation & Great Power CompetitionTeam Quantum  - 2022 Technology, Innovation & Great Power Competition
Team Quantum - 2022 Technology, Innovation & Great Power Competition
 
Team Disinformation - 2022 Technology, Innovation & Great Power Competition
Team Disinformation  - 2022 Technology, Innovation & Great Power CompetitionTeam Disinformation  - 2022 Technology, Innovation & Great Power Competition
Team Disinformation - 2022 Technology, Innovation & Great Power Competition
 
Team Wargames - 2022 Technology, Innovation & Great Power Competition
Team Wargames  - 2022 Technology, Innovation & Great Power CompetitionTeam Wargames  - 2022 Technology, Innovation & Great Power Competition
Team Wargames - 2022 Technology, Innovation & Great Power Competition
 
Team Acquistion - 2022 Technology, Innovation & Great Power Competition
Team Acquistion  - 2022 Technology, Innovation & Great Power Competition Team Acquistion  - 2022 Technology, Innovation & Great Power Competition
Team Acquistion - 2022 Technology, Innovation & Great Power Competition
 
Team Climate Change - 2022 Technology, Innovation & Great Power Competition
Team Climate Change - 2022 Technology, Innovation & Great Power Competition Team Climate Change - 2022 Technology, Innovation & Great Power Competition
Team Climate Change - 2022 Technology, Innovation & Great Power Competition
 
Altuna Engr245 2022 Lessons Learned
Altuna Engr245 2022 Lessons LearnedAltuna Engr245 2022 Lessons Learned
Altuna Engr245 2022 Lessons Learned
 
Invisa Engr245 2022 Lessons Learned
Invisa Engr245 2022 Lessons LearnedInvisa Engr245 2022 Lessons Learned
Invisa Engr245 2022 Lessons Learned
 
ānanda Engr245 2022 Lessons Learned
ānanda Engr245 2022 Lessons Learnedānanda Engr245 2022 Lessons Learned
ānanda Engr245 2022 Lessons Learned
 
Gordian Knot Center Roundtable w/Depty SecDef
Gordian Knot Center Roundtable w/Depty SecDef Gordian Knot Center Roundtable w/Depty SecDef
Gordian Knot Center Roundtable w/Depty SecDef
 
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
 
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
 
Team Catena - 2021 Technology, Innovation & Great Power Competition
Team Catena - 2021 Technology, Innovation & Great Power CompetitionTeam Catena - 2021 Technology, Innovation & Great Power Competition
Team Catena - 2021 Technology, Innovation & Great Power Competition
 
Team Apollo - 2021 Technology, Innovation & Great Power Competition
Team Apollo - 2021 Technology, Innovation & Great Power CompetitionTeam Apollo - 2021 Technology, Innovation & Great Power Competition
Team Apollo - 2021 Technology, Innovation & Great Power Competition
 
Team Drone - 2021 Technology, Innovation & Great Power Competition
Team Drone - 2021 Technology, Innovation & Great Power CompetitionTeam Drone - 2021 Technology, Innovation & Great Power Competition
Team Drone - 2021 Technology, Innovation & Great Power Competition
 
Team Short Circuit - 2021 Technology, Innovation & Great Power Competition
Team Short Circuit - 2021 Technology, Innovation & Great Power CompetitionTeam Short Circuit - 2021 Technology, Innovation & Great Power Competition
Team Short Circuit - 2021 Technology, Innovation & Great Power Competition
 
Team Aurora - 2021 Technology, Innovation & Great Power Competition
Team Aurora - 2021 Technology, Innovation & Great Power CompetitionTeam Aurora - 2021 Technology, Innovation & Great Power Competition
Team Aurora - 2021 Technology, Innovation & Great Power Competition
 
Team Conflicted Capital Team - 2021 Technology, Innovation & Great Power Comp...
Team Conflicted Capital Team - 2021 Technology, Innovation & Great Power Comp...Team Conflicted Capital Team - 2021 Technology, Innovation & Great Power Comp...
Team Conflicted Capital Team - 2021 Technology, Innovation & Great Power Comp...
 
Lecture 8 - Technology, Innovation and Great Power Competition - Cyber
Lecture 8 - Technology, Innovation and Great Power Competition - CyberLecture 8 - Technology, Innovation and Great Power Competition - Cyber
Lecture 8 - Technology, Innovation and Great Power Competition - Cyber
 

Recently uploaded

Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...raviapr7
 
Presentation on the Basics of Writing. Writing a Paragraph
Presentation on the Basics of Writing. Writing a ParagraphPresentation on the Basics of Writing. Writing a Paragraph
Presentation on the Basics of Writing. Writing a ParagraphNetziValdelomar1
 
The basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptxThe basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptxheathfieldcps1
 
How to Solve Singleton Error in the Odoo 17
How to Solve Singleton Error in the  Odoo 17How to Solve Singleton Error in the  Odoo 17
How to Solve Singleton Error in the Odoo 17Celine George
 
How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17Celine George
 
Practical Research 1 Lesson 9 Scope and delimitation.pptx
Practical Research 1 Lesson 9 Scope and delimitation.pptxPractical Research 1 Lesson 9 Scope and delimitation.pptx
Practical Research 1 Lesson 9 Scope and delimitation.pptxKatherine Villaluna
 
What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?TechSoup
 
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptxPractical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptxKatherine Villaluna
 
M-2- General Reactions of amino acids.pptx
M-2- General Reactions of amino acids.pptxM-2- General Reactions of amino acids.pptx
M-2- General Reactions of amino acids.pptxDr. Santhosh Kumar. N
 
AUDIENCE THEORY -- FANDOM -- JENKINS.pptx
AUDIENCE THEORY -- FANDOM -- JENKINS.pptxAUDIENCE THEORY -- FANDOM -- JENKINS.pptx
AUDIENCE THEORY -- FANDOM -- JENKINS.pptxiammrhaywood
 
Quality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICEQuality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICESayali Powar
 
How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17Celine George
 
In - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxIn - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxAditiChauhan701637
 
Benefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationBenefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationMJDuyan
 
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptxClinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptxraviapr7
 
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRADUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRATanmoy Mishra
 
5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...CaraSkikne1
 
How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17Celine George
 
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptxSandy Millin
 
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfP4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfYu Kanazawa / Osaka University
 

Recently uploaded (20)

Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...
 
Presentation on the Basics of Writing. Writing a Paragraph
Presentation on the Basics of Writing. Writing a ParagraphPresentation on the Basics of Writing. Writing a Paragraph
Presentation on the Basics of Writing. Writing a Paragraph
 
The basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptxThe basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptx
 
How to Solve Singleton Error in the Odoo 17
How to Solve Singleton Error in the  Odoo 17How to Solve Singleton Error in the  Odoo 17
How to Solve Singleton Error in the Odoo 17
 
How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17
 
Practical Research 1 Lesson 9 Scope and delimitation.pptx
Practical Research 1 Lesson 9 Scope and delimitation.pptxPractical Research 1 Lesson 9 Scope and delimitation.pptx
Practical Research 1 Lesson 9 Scope and delimitation.pptx
 
What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?
 
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptxPractical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptx
 
M-2- General Reactions of amino acids.pptx
M-2- General Reactions of amino acids.pptxM-2- General Reactions of amino acids.pptx
M-2- General Reactions of amino acids.pptx
 
AUDIENCE THEORY -- FANDOM -- JENKINS.pptx
AUDIENCE THEORY -- FANDOM -- JENKINS.pptxAUDIENCE THEORY -- FANDOM -- JENKINS.pptx
AUDIENCE THEORY -- FANDOM -- JENKINS.pptx
 
Quality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICEQuality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICE
 
How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17
 
In - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxIn - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptx
 
Benefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationBenefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive Education
 
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptxClinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptx
 
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRADUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
 
5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...
 
How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17
 
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
 
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfP4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
 

Presentation examples for class 6 customer relationships

  • 1. The Lean LaunchPad Presentation examplesused in Class 6 - Customer Relationships 07/02/12
  • 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 that complicated in farming.” – Wyatt Duncan, Integrated Crop Pest Control
  • 14. • We ran a Facebook ad to test actual willingness2 to pay for this service 14
  • 15. • To test willingness to pay we used three 2 identical ads with three different landing pages 15
  • 16. • 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
  • 17. • 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
  • 19. What We Did: Landing Page + Web App
  • 20. What We Found: High referral traffic 4 day progress report Overall Signup progress 1258 31 filled 5- 136 min survey 10.8%
  • 21. What we did: Targeted women, all couples Demand generation test Hypothesis: Women-in-relationships are likelier to click through, irrespective of distance status Tested for $30 Facebook click through & conversion from FB impressions Ad-1 Ad-3 Ad-2 Ad-4
  • 22. 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
  • 23. What we found: Clicks, no web app usage Demand generation test Funnel: “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
  • 25. 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 sale Total Total Revenue 1.44 million Revenue 18.14 million
  • 27. Success Depends on Virality> Churn Ratio of early stage viralityrate to churn rate = 2.00x
  • 28. Success Depends on Virality>Churn Ratio of early stage viralityrate to churn rate = 1.50x
  • 29. Success Depends on Virality>Churn Ratio of early stage viralityrate to churn rate = 1.0x
  • 30. Demand creation via website 1 2 3 “Not a landing page” Doesn’t show the No Indonesian version product
  • 31. Demand creation via website - results Clicks CTR 100 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 learning 1.5 1.34 6.00% 4.05% 1 0.62 4.00% 2.94% 0.54 0.5 2.00% 0.00% 0 0.00% 1 2 3 1 2 3
  • 32. Software Reference Tool Customer Relationships Example
  • 34. AB Testing Results 0% 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
  • 35. 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
  • 36. 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
  • 37. 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
  • 39. Search Keywords Lesson Learned: Very little search traffic -> a “missionary” sales effort
  • 40. Highly Competitive Keywords Lesson Learned: AdWords (paid SEM) is not going to be an efficient channel with these keywords
  • 42. ChannelIncentives VP All Institutions Out-patient care/ Per Service High Value home setting Revenue Model Therapies Hospitals Private Dosing flexibility Hospitals, specialty clinics Efficient patient Pain Clinics management In-patient care/ Per Diem hospitalization Pharmacoeconomics Revenue Model HMO, ACO, Non- profit, University Hospitals
  • 43. Demand Creation Patients/Advocacy Groups Conferences / Trade magazines / PR Societies conferences $20k/event * 6 events $20k/event * 4 events Research Journal One on one Meetings $150k/year travel Adoption Publications (Free) Budget ~ $300 k/year