Check out this class that I taught recently at 1776 in DC on Customer Acquisition. The focus was on customer segmentation and portraits / personas. I also covered some common concepts from The Lean Startup, Steve Blank's Customer Development, and BJ Fogg's Behavior Model. This is a great deck for someone learning to growth hack or otherwise learn the basics of web and mobile product user acquisition
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1. Customers 101 Understanding Customer Segmentation and
Portraits
2. About Me Speek Co-Founder & President Harvard & MIT
Exited First Startup in 2006 Georgetown Professor Forbes Columnist
@DannyBoice
3. About Speek $6 Million In Venture Capital 2 Years Old
Hundreds Of Thousands Of Users Millions Of Calls Exponential Growth
@SpeekApp www.Speek.com
4. How To Do Startups Good
5. A (Successful) Startup Requires 3 Things Product Users
Money
6. Product
7. Most startups fail because they build something nobody
wants. You should build a product that people want.
8. Get It Right And You See This
9. Users
10. Build a product that lots of people want. Find cheap ways
to market it to those people.
11. Get It Right And You See This
12. Money
13. Build a product that lots of people want. Find cheap ways
to market it to those people. Get people to pay you more $$ than
its costs you to build / maintain.
14. Get It Right And You See This
15. What is Customer Segmentation?
16. Customer Segmentation Customer Segmentation is the
subdivision of a market into discrete customer groups that share
similar characteristics. Customer Segmentation can be a powerful
means to identify unmet customer needs.
17. In English Figure out what your best customers look like.
Group them based on characteristics. Sell to them.
18. Example Consulting (19%) Media (13%) Marketing Firms (11%)
Our top 5 Customers By Industry: Not For Prot (10%) Healthcare
(9%)
19. Portraits / Personas
20. Portraits / Personas Portraits / personas are ctional
characters created to represent the different user types that might
use a site, brand, or product in a similar way. Marketers may use
personas together with market segmentation, where the qualitative
personas are constructed to be representative of specic
segments.
21. In English Give your best customer a name. Get to know them
very well. Sell to them.
22. Example Director of IT Jen Jen describes herself as A jack
of all trades but master of none. Jen does a variety of tasks,
including managing servers, networks, communications, software,
personal computers, and the overall IT for the company. She is a
problem solver, when people have a problem they come to her for a
solution. Her daily tasks revolve around ensuring that all of the
teams have what they need and managing the IT budget and cuts costs
where he can.
23. Director of IT Steven Title: Director of IT ! Time in Job:
About 6 years ! Works directly with: Manages company IT
Infrastructure for employees, answers to executives/owners. ! Daily
tasks and responsibilities ! Managing IT infrastructure
(communication, servers, networks, laptops, Managing company
software for all the departments. In charge of the IT budget
24. Director of IT Steven Frustrations, pressures, and concerns
! Keeping the remote working environment efcient Staying on top of
newest software solutions to help the work environment ! Level of
tech savviness: Very tech savvy ! Needs (topics, gaps in knowledge)
! Newest and best software solutions for his business How to run an
efcient remote working environment Best collaboration tools and
software for remote working environments ! Role in buying process:
Inuencer, Tester, Decision Maker (what she says usually goes)
25. Director of IT Steven Where Speek can help? ! Online
education about small business software: collaboration software,
Online education about how to create effective remote working
environments, Managing the IT budget information. Budgeting best
practices, and good computers) organizational software,
communication software, le sharing, etc. Remote working environment
best practices. Methods to cut costs.