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

I want them to either pay for the product or sign up for something and become a user.

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

Well getting customers is just like it sounds.

Most of my clients are married.

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?

And behind the health is the educational level.

Everybody knew that we never give any information to the police.

You're our last hope.

Abstractile

Substrate

I want to use and on the web, I might be paying Google forever.

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

It doesn't really work in this context.

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,

Let's do an exercise and see what it feels like and how does it work to get an activated customer and how much it cost.

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

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

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

They could tell you that I want bigger, faster, cheaper status quo.

I have no idea where my husband is.

But for you to be a successful company and actually thinking about how much you could spend on them over here, you need to understand can I get them to spend more and more over time and how to keep them

So one of the interesting equations for every startup is that

That was the customer acquisition cost, CAC, here.

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.

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.

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.

Well, hopefully it gets kind of fun because the real metric the way we kind of measure things, the language we use on the web is customer acquisition cost.

What's most important to us when we make a video is what the customer sees.

And Roots and Shoots is a program for hope.

Get is how you actually acquire customers and get them to purchase your product.

The wisdom lives inside of them.

And so our effort took an unexpected turn.

The lawyer has a lot of wealthy clients.

In a physical channel, this requires lots of interviews, demos, and prototypes and lots of eyeball of contacts.

Coffee time.

Mm mm. I came to see cooper.

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

And we learn, of course, many, many pleasures, but many of them are base.

If you remember, we understood who the customer archetype was with running search engine marketing or search engine optimization, but in the web, we just really have to do two things

Hopefully in the last lecture you start thinking about the cost of you channel how many customer activations, how much it will cost to get customers into my physical store or my virtual website.

We will take it to the potential customers.

building institutions, stabilizing the micro economy.

look like. What is it that you are doing.

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