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Class 4 / 12
March 2, 2015
Jen van der Meer | jd1159 at nyu dot edu
Josh Knowles | chasing at spaceship dot com
LEAN
LAUNCHPAD
AT NYU ITP
Rockets Sketches borrowed from Harry Allen Design
6:30 – 7:30 Value Canvas Review, Revenue Streams, Distribution Channels
7:30 – 8:10 Julie Berkun Fajgenbaum, Tweed Wolf
8:10 – 8:20 Break
8:20 – 9:30 Team Presentations
(5 minutes present, 10 minutes feedback)
TODAY:
.
WE ARE HERE
1/27
Business Models
Customer Development
UX Tools Intro
2/3
Value Proposition
UX Tools, Frameworks
2/10
Customer Segments
Research Tools
2/17
President’s Day
2/24
Revenue Streams
Distribution
Product Definition
3/3
Customer Relationships
Partners,
Product Development
3/10
Resources,
Activities, Costs,
Product Development
3/17
Spring Break
3/24
Customer Development
Product Development
3/31
Customer Development
Product Development
4/7
Customer Development
Product Development
4/14
Customer Development
Product Development
4/21
Product MVP
4/28
Lessons Learned
Delivering demonstrable evidence that you hare find the right tightly
defined customer segment, and that the product fits their needs.
WHERE WE ARE NOW:
VALUE PROPOSITION FIT
CUSTOMER SEGMENTS: WHAT ARE
THEY SEEKING?
A Customer’s “Hair is on fire” when they are in so much pain that they are
already spending time and/or money on some hodgepodge solution that
you are superior to.
HAS ANYONE FOUND THEIR “HAIR ON FIRE” CUSTOMER
VALUE PROPOSITION CANVAS
TEST AND LEARN – GET FROM STRATEGYZER.COM
Is revenue = pricing?
REVENUE SEEMS SIMPLE
CUSTOMER DEVELOPMENT
Customer
Discovery
Customer
Creation
Customer
Validation
Company
Building
Revenue: The strategy the company uses to generate cash from
each customer segment
What value are customers willing to pay for?
Iteration Execution
Leapfrog
Foursquare
Fitbit
Scholastic
Cherrios
Amazon
Lego
Salesforce.com
Kickstarter
REVENUE GAME – WHAT ARE THE MODELS?
Dropbox
OpenTable
Hootsuite
Flickr
Whole Foods
Walmart
Postmates
Netflix
Organic broccoli farmer
Users
Buyers
Influencers
Approvers
Blockers
How the target customer currently purchases goods and services and how much they
currently pay for equivalent products
Their willingness to pay for value versus lowest cost?
How much budget they have for your type of product?
REVENUE PATH: WHO IS YOUR CUSTOMER?
Selling physical goods
Selling digital products
Service per unit
Service for fixed prices
Sales of service for future use
Daily deals/flash sales
Subscriptions
Usage fees
Rental
Licensing
Certifications
Auctions
Interest/Mgmt fees
TYPES OF REVENUE:
WHAT STRATEGIES WILL YOU TEST?
Dynamic pricing (a k a surge pricing)
Advertising
Promoted content
Sponsorships
Analytics
Databases
Brokerage
Transaction enablement
Affiliate programs
Marketplace
Freemium –paid w/out advertising
Freemium –paid w/out restrcitions
Freemium – paid with additional features
REVENUE > PRICING
Customer
Discovery
Customer
Creation
Customer
Validation
Company
Building
Pricing is a tactic – how much are each of your segments
willing to pay?
Iteration Execution
Users
Buyers
Influencers
Approvers
Blockers
How the target customer currently purchases goods and services and how much they
currently pay for equivalent products
Their willingness to pay for value versus lowest cost?
How much budget they have for your type of product?
REVENUE > PRICING
CUSTOMER VALIDATION
Customer
Discovery
Customer
Creation
Customer
Validation
Company
Building
Verify core features
Verify market’s existence
Locate customers
Tests the product’s perceived value
and demand
Idenfity the economic buyer
Establish pricing and channel
strategies
Check out proposed sales cycle
and process
ESCAPE VELOCITY
Iteration Execution
20
How does your product get from your company to your
customer?
CHANNELS AND DISTRIBUTION
What were the channels before there was the internet?
CHANNELS PRE INTERNET
What are the many channels now?
CHANNELS POST DIGITAL
CHANNEL / PRODUCT
Channel
Pro
duct Bits/V
irtu
al
Physical
Physic
al
Bits/Virtual
Product:
Virtual or Physical
Channel:
Direct or Indirect
HOW DO YOU WANT TO GET YOUR PRODUCT TO
YOUR CUSTOMER?
Direct sales through salesforce
Direct sales through web
Direct sales through mobile
Direct sales through mobile app store
OEM
Systems integrator
What is the complexity of your product/service?
WHAT CHANNELS WILL YOU TEST?
Dealer
Distribute to retailer
Value added resellers
Sell to distributor
Aggregator
Other
27
WHAT CAME BEFORE STEVE AND ERIC
FOR NEXT WEEK
3/9/15
.
NEXT WEEK PREP:
Watch Lecture Customer Relationships—take the quiz
Watch Lecture Partners
Read: Business Model Generation 180-225
• 1. Title slide:
• Value Proposition*
• N = # customers since class started.
• 2. What we tested last week:
• _Pass = this happened, we learned this.
• _Fail = this other thing happened, we learned that.
• 3. What we want to test next week:
• 4. Updated business model canvas
.
EVENT ! NYU ENTREPRENEURS FESTIVAL
Celebrating Entrepreneurship @ NYU!
