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

Another example of a customer segment was someone making new kite boarding equipment.

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

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?

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

We all work on little laptops and try to move desks to change the way we think.

Next, they got out of the building again.

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

Once I understand who my archetypes or persona is, the next thing I want to figure out is how do I get them in to this funnel.

Let's take a look at now the web mobile funnel.

We're going to make an iPhone app out of it.

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

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

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.

Customer relationships is kind of a fourth piece, and customer relationship has a really interesting interaction with these other three pieces.

Why do you want to think about keeping customers is that customers are a lot more expensive to acquire over here than they are to keep.

Again, your CAC declines. The idea is what can you do to make this very efficient?

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.

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

Even though on day 1 you're not thinking about keeping customers because you're desperately worried about getting them, just understand the next thing you're going to be doing is worrying about how to keep your most valuable customer.

For new customers, the store offers a one time discount of 3.

And the goal of all this is to actually define the customer persona or archetype, which is just a fancy way for saying

The answers are get, keep, and grow are the three parts of customer relationships.

Because if you think about it, you've been working hard on value prop, and you've been working hard on customer segments and customer acquisition and activation and channel.

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,

So it's very important to them to track piracy exactly because of this, and the people who are buying, the pirates, are not their customers anyway, because their customers want the real deal.

That's how much a regular customer would have to pay.

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

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

I have no idea where my husband is.

We have recently accepted a client who is VampireAmerican.

And for web, mobile or cloud, we were getting you into the funnel on the bottom.

Banks charge higher interest on loans to risky customers.

So, while the goal in value prop is to figure out the MVP, yes, we il see later the goal in customer segments is to figure out who and what the archetype of the customer is.

So in month 1 you cater an even where the cost to you was 100

We will take it to the potential customers.

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.

Now let's go to month 3.

Let's just take a look at quickly a web example in getting customers, you're going to be o worrying about how do I acquire them that is how do I get them even to my website, how do I activate them that is how do I make them do something, and then later on we'll see after I got them how do I keep them around that is how do I not lose them through attrition and churn and then what can I do once I have customers to make them spend more money or use my product even more.

One of the most important metrics to think about now that we have an end to end funnel is something called lifetime value and a lifetime value LTV is not your lifetime but your customer's lifetime.

Apple is one of the few, truly cares.

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

We got customers, acquired them, and activated them.

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

Well getting customers is just like it sounds.