1. Engineering 245 The Lean LaunchPad Session 3: Customers, Customers, Customers Professors Steve Blank, Ann Miura-Ko, Jon Feiber http://e245.stanford.edu/

2. Web/Mobile Versus Physical Web/Mobile startups run faster Different process steps for web vs. physical Customer Relationships are radically different Customer Discovery Customer Validation Pivot

3. Customer Discovery Phase 1 & 2

4. Customer Relationships

5. Customer Relationships Physical Products – Get Customers

6. Paid Channels PR Demand Capture – SEM – “Free” products (e.g. widgets) – Biz Dev – Affiliate Marketing Market Education – Webinars – Email marketing – Trade Shows – Analyst Reports – Direct Sales – TV / Radio Demand Creation

7. Getting Free Users SEO (without consultants) Blogging / Sharable content Social Media / Gaming Mechanics Communities Proven viral coefficient > 1 NOTE: “Viral” isn’t a strategy, it’s a product feature you either have or you don’t Demand Creation

8. Customer Relationships Physical Products – Get Customers

9. Customer Relationships Physical Products – Keep Customers

10. Customer Relationships Physical Products – Grow Customers

11. Customer Relationships Physical Products – Get/Keep/Grow

12. Customer Relationships Web/Mobile Products– Get Customers

13. How many come through the first step? How much does that cost? What is the conversion between each level? How much in revenues can you get out of each acquired customer?

14. Customer Relationships Web/Mobile Products– Keep Customers

15. Customer Relationships Web/Mobile Products– Grow Customers

16. Customer Relationships Web/Mobile Products Get/Keep/Grow

17. Customer Relationships Physical & Web Mobile Are Different

18. Pivot Cycle Time Matters Speed of cycle minimizes cash needs Minimum feature set speeds up cycle time Near instantaneous customer feedback drives feature set

21. I Write a Blog www.steveblank.com

22. Thanks www.steveblank.com