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

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

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

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

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.

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

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

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

But a consultant told us we need to manage our clients and not service them.

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

So again let's use our Jersey Square team as an example of what customer relationships might

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

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

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

They strive constantly to improve customer relations.

Two of his portfolio managers had taken on a new client.

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.

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?

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

Nobody wants the U.S. monetary authority to check their relationship, to monitor their relationship with their clientele.

Oh, God. One of these days I'm gonna just sort through all the Dad stuff.

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

Russ, we helped a wanted murderer escape.

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

Just as a reminder, what the teams will be starting with in Week 1 is filling out the business model canvas and getting out of the building and testing their hypotheses about the value proposition, customer segments, and channel.

So, if we take a look at the Jersey² team was worrying about, it's what most start ups worry about on day 1, is does my value prop match my customer segment, and do I have product market fit?

How do they currently buy and what's the revenue stream that's associated with these kind of pricing tactics?

But in most teams if they are technology driven, they tend to start on value prop and most teams if they happen to be marketers or business people, happen to start with the customer segments.

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

Where on the other extreme, the complexity of selling toner over the web. Incredibly simple.

Instead of pricing based on cost,

Many companies have huge databases of customer information.

So in the last lecture, you remember the business model canvas, all the 9 components of a startup.

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

You cater an event where the cost to you was 200

I have no idea where my husband is.

And so the lesson is this it doesn't really matter what you're selling you just have to think about who is your customer, and what are the messages that are going to get them to change their behavior.

Everyone has relationships with other people, and they're interested in these relationships for a variety of reasons.

Now Andy Lipkis is working to help

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.

Because no one, and that was a constant problem...

It's a big idea.

Apple is one of the few, truly cares.

That's your job as the facilitator and coach.