Now if you remember we started here on the left. We didn't earn and paid media.

How do you know which one to use?

Here's your client list.

By now, you're intimately familiar with the business model canvass.

So let's follow our Jersey Square team and see what they did with customer segments.

So in our last lectures we talked about value proposition, customer segments, distribution channels, customer relationships get, keeping and growing customers.

In customer relationships all the get keep grow metrics, some of which we talked about, some of which you'll discover, what were the customer acquistion costs?

I mean how do they hear of our products, how do they know about you, and as we'll see later one of the interesting things is there are some customers that are users like in Google

And what's worse is, Well, they kind of, sort of like...

And in value proposition, the goal of this is to find out that minimum viable product.

So let's follow our Jersey Square team down and see what they've done for customer relationships.

What the devil's this? came in a tone of angry expostulation from above the collar of the figure.

You cater an event where the cost to you was 200

We talked about value proposition, we talked about customer segments, we talked about channels, but today we're going to focus on customer relationships.

And in this class, we're going to be talking about the first two steps, customer discovery, customer validation, the pivots that connect them, and then a few that are lucky.

Now we finally come to the last part of the business model canvas.

Another key component of understanding customers is understanding customer gains, which is a fancy way for saying what are the benefits that customers expect, or desires, so besides the jobs they want to get done what do they want to gain by using your product or service?

You cater an event where the cost to you was 200

What product or service are you building?

It's exactly the same idea we might want to offer loyalty programs, contests and events, blogs, RSS and email, or social media all designed to engage customers.

And so they figure out how to sell existing customers more products.

And one of the things we need to understand is what's the archetype or the persona of our customers that we're actually wanting to get and so one of the things that's kind of hard for startups is to realize that getting customers isn't some abstract idea you really need to understand who your customers are and this is not just thinking about selling to consumers.

We started doing research on your old client,Carol Gentry.

So on day one, these were their initial hypothesis coming into the class.

What we now know is that the founders need to run what's called the customer development team.

As was simulated, the value proposition includes all the features of your product but also the pains and gains you're solving for the customer segment and that's where the market goes.

You used to have a client named Jill Lamont.

But you know what? I might know something that my competitors don't know.

Well, 0.50 10,000, that cost me 5,000, but the goal isn't to just have people visit, the goal is to get them to the end of the funnel and at the end of the funnel,

You both shared a client a long time ago... Carol Gentry?

You could say look, I performed services that will earn me 200 in the future

So the impact of all this has been essentially one of growing the market, because it focused on the non customer, and then by reaching the unreached, we're able to significantly grow the market.

This last step is growing customers for the web mobile channels.

So now they're looking at industrial enzyme manufacturers, their key activities are R amp D, and production support is their next change.

The non evil record label that is fair to artists and customers alike

I have told you how to treat customers.

We still have earned and paid media driving customers into the funnel.

Now, what happened is, they got out of the building and this time, after they spoke to a series of customers, they spoke to over 60.

This is what I called the you should be so lucky to have this problem part of the funnel, and that's how you grow the customers you have.

Who do you do that for?

Many companies have huge databases of customer information.

He has managed to secure several accounts.

Did he ever mention any particular client being unhappy?

That's your job as the facilitator and coach.

There might be a real business here and it's even bigger than we thought because it includes females and so one of the things we pointed out to them is it looked like they had multiple customer segments.