Llp tecnico - Class4 - Customer Segments
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This document provides an agenda for a class on customer segments and channels. It includes a Q&A on common errors in defining customer segments. It also discusses different market types and trade-offs between one-sided and multi-sided markets. The document outlines an upcoming presentation on distribution channels that should analyze hypotheses about channels, present experiments and results, and propose actions. Students are assigned tasks to complete before the next class, including customer interviews, updating business models, and preparing a presentation on channels.
Llp tecnico - Class4 - Customer Segments
- 1. LLP@Tecnico Class 4 Luis Caldas de Oliveira
- 2. Agenda for Class 4 QA about Customer Segments Team Presentations: Customer Segments Findings Summary about Channels Work for Next Week
- 4. 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
- 5. Market Types
- 6. 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
- 8. One-sided Market Product/service serves a single class of customers The value propositions does not depend on interaction between classes of customers
- 9. Multi-sided Market Product/service serves multiple customer classes Some of the value propositions depend on interaction between multiple classes of customers
- 10. Customer Knowledge Value Proposion: defines the MVP Customer Segment: defines the archetype/ persona
- 12. TEAM PRESENTATIONS: CUSTOMER SEGMENTS
- 14. CHANNELS
- 15. Two Questions 1. How do you want to sell your product? 2. How does your customer want to buy your product?
- 16. How do you want to sell your product? 端 Yourself 端 Through someone else 端 Retail 端 Wholesale 端 Bundled with other products/services
- 17. How does your customer want to buy your product? 端 Same day 端 Delivered and installed 端 Downloaded 端 Bundled with other products/services 端 As a service 端
- 18. Types of Channels Direct: sell it yourself Indirect: OEM, VAR, Reseller, Distributor Licensing: they make it and sell it
- 19. 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)
- 20. Channel Economics Commission Percentage of sales price Discounted pre-purchase
- 21. Channel Economics: Distributor/Reseller SGA selling, general and administrative expenses RD research and development expenses
- 22. Book Publishing
- 25. NEXT WEEK
- 26. Presentation for Next Week 際際滷 1: Cover slide 際際滷 2: Business Model Canvas (changes marked in red, different colors for multi-sided markets) 際際滷 3-n: What is the distribution channel: hypothesis, experiments, results, action 際際滷 n+1: Channel diagram with annotated channel economics 際際滷 n+2: Images of your prototype
- 27. 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
- 28. Obrigado