llp tecnico - class4 - customer segments
TRANSCRIPT
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LLP@Tecnico���Class 4
Luis Caldas de Oliveira
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Agenda for Class 4
• Q&A about Customer Segments
• Team Presentations: Customer Segments Findings
• Summary about Channels
• Work for Next Week
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Q&A CUSTOMER SEGMENTS
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Common Errors on Customer Segments
• Poorly designed and vague data from customer interviews (“they liked our product”)
• No articulation: hypotheses/experiments with pass/fail tests
• Confusion between users/payers/recommenders, etc.
• No customer archetype
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Market Types
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4 Market Types
• Existing Market: faster/better (high-end)
• Re-segmented Market: niche (marketing/branding), cheaper (low-end)
• New Market: innovative or cheaper/good enough
• Clone Market: copy of an existing business model
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Market Type Trade-offs
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One-sided Market
• Product/service serves a single class of customers
• The value propositions does not depend on interaction between classes of customers
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Multi-sided Market
• Product/service serves multiple customer classes
• Some of the value propositions depend on interaction between multiple classes of customers
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Customer Knowledge
Value Proposion: defines the MVP
Customer Segment: defines the archetype/persona
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Customer Workflow
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TEAM PRESENTATIONS: CUSTOMER SEGMENTS
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CHANNELS
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Two Questions
1. How do you want to sell your product?
2. How does your customer want to buy your product?
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How do you want to sell your product?
ü Yourself
ü Through someone else
ü Retail
ü Wholesale
ü Bundled with other products/services
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How does your customer want to buy your product? ü Same day
ü Delivered and installed
ü Downloaded
ü Bundled with other products/services
ü As a service
ü …
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Types of Channels
• Direct: sell it yourself
• Indirect: OEM, VAR, Reseller, Distributor
• Licensing: they make it and sell it
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The Channel can be the customer
• Products embedded in others (OEM – original equipment manufacturer)
• Products resold by others (VAR – value added reseller)
• Products distributed by others (Distributor)
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Channel Economics
• Commission
• Percentage of sales price
• Discounted pre-purchase
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Channel Economics: Distributor/Reseller
SG&A – selling, general and administrative expenses R&D – research and development expenses
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Book Publishing
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Book Publishing Economics
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Channel Diagram (Direct)
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NEXT WEEK
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Presentation for Next Week
• Slide 1: Cover slide
• Slide 2: Business Model Canvas (changes marked in red, different colors for multi-sided markets)
• Slide 3-n: What is the distribution channel: hypothesis, experiments, results, action
• Slide n+1: Channel diagram with annotated channel economics
• Slide n+2: Images of your prototype
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Before Next Class • Talk to 10 customers and channel partners
• Update LPC Narrative and Canvas
• Work on your MVP: site or wireframe (web/mobile), prototype, model, crowdfunding (physical product)
• Prepare Class Presentation
• Watch Lecture 5: Customer Relationships
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Obrigado