Presentation examples for class 6 customer relationships
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Transcript of Presentation examples for class 6 customer relationships
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
Access to ACOG by former member
Strong influence on doctors via ACOG Standard of Care
Strongly influenced by
KOLs
MammOpticsMarketing
Researchers conducting
important clinical trials
Researchers with numerous
publications
Outsourced survey research
Researchers with strong peer
recommendations
MammOpticsMarketing
Focus on prominent journals Need two big
publications
Choose KOL as Principal Investigators
(PI)
MammOpticsMarketing
Effective method for educating
doctors
Doctors required to attend
workshops
Workshop must be approved by ACOG
Taught by objective medical
experts
MammOpticsMarketing
ACOG Annual Clinical
Meeting
Miami Breast Cancer Conference
Opportunity for feedback from
doctors
MammOpticsMarketing
Trusted information source for patients
Critical opinion leader for
technology adoption
Access to media outlets
MammOpticsMarketing
MammOpticsCustomer Acquisition Cost
Direct sales
Marketing
Device
Head sales5 reps
BonusesExpenses
MarketeerCoordinator
2 conferences
Processing unitRF Circuitry
LasersPackaging
$120,000
$60,000/e
$30,000$20,000$100,000$60,000
$25,000/e
$200$500
$1,500$2,000
Assume 200 sales per year at a $25,000 giving a profit of $3.2M
CAC $4,500
COGS $4,200
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• To test willingness to pay we used threeidentical ads with three different landing pages
2
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?
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• 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
4 day progress report
What We Found: High referral traffic
Overall Signup progress
31 filled 5-min survey
1258
136
10.8%
Hypothesis: Women-in-relationships are likelier to click through, irrespective of distance status
Tested for $30 Facebook click through & conversion from FB impressions
Demand generation testWhat we did: Targeted women, all couples
Ad-1
Ad-4
Ad-3
Ad-2
What we found: women click more ...................................but not clear who will pay!
IIWomen likelier to click through irrespective of distance status
Couples will pay subscription if they find more sharing during free trial valuable
Subscription model test
LDRs
SLRs 4
6
Good if free
1
Paid
1
Takeaway: “More sharing” without convenience will have to be free.
LOCATION Impressions Men Women Women-in-rel
87140
Click Through rates
Demand generation test
Funnel: “Couples” campaign
Demand generation testWhat we found: Clicks, no web app usage
$ 29.7 this week
304,286 impressions
122 uniques85 new
30 sign-up clicks
0.01 c
0.35 c/new
0.99 c24.6% conversion
but one used web app
Referenced to our web site
Fill out savings calculator
Send request to sales
Reconnection with viable customer
Visit to site
Close sale
50%
20%
30%
80%
10%
Year 1 Year 5
70%
30%
30%
80%
20%
Total Revenue
Total Revenue1.44 million 18.14 million
100 000 hits 300 000 hits
Web funnel
Demand creation via website - results
1 2 30
20406080
22
68 74Clicks
1 2 30.00%0.50%1.00%1.50%2.00%
0.59%
1.25%1.56%
CTR
1 2 30
0.5
1
1.5 1.34
0.54 0.62
CPC
1 2 30.00%1.00%2.00%3.00%4.00%5.00%
0.00%
2.94%4.05%
Conversions per click
People need to use the product for us to maximize learning
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 google adwords• 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 referrals14 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
Highly Competitive Keywords
Lesson Learned:AdWords (paid SEM) is not going to be an efficient channel with these keywords
Channel Incentives
Hospitals
Pain Clinics
Per Diem Revenue Model
Per Service Revenue Model
In-patient care/ hospitalization
Out-patient care/ home setting
Private Hospitals, specialty clinics
HMO, ACO, Non-profit, University Hospitals
All Institutions
VP
High Value Therapies
Pharmacoeconomics
Dosing flexibility
Efficient patientmanagement