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500. Channels & Metrics Reaching and Measuring! Nikos Palavitsinis, Agro-Know
501. Reviewing our Interview Results • Report on your interview results so far • 10’ for each team to briefly report on their findings • Practical problems? How were your interviewees? Document their characteristics
502. Report of Interview Results • We put the LC on the wall again • Product Risk • What are you solving? • Market Risk • Existing Alternatives • Customer Risk • Is this a viable customer segment?
503. How Interviews Affect our LC • This is the time to put the new input on the canvas • Any other insights? • Channels? • Pricing? • Other details we need to put up there?
504. Using Channels • How does the product get from the company to the customers? • Physical channels • First companies, sales representatives • Web & mobile channels • New technologies
505. Identify your Channels • Is your product virtual or physical? • Will your channels be direct or indirect? • Web distribution • Dedicated e-commerce site • Platform, app-store (itunes) • 2-step distribution (amazon) • Aggregator (vertical market approach) • Social commerce (Facebook) • Flash sales (Groupon)
505. Identify your Channels • Don’t pick all of them… • Physical distribution • OEM (Intel, Nvidia) • System Integrator (devices + software) • Value-added reseller • Direct Sales Force • Web/online sales (telesales) • Distributors to dealers or retailers
505. Identify your Channels • Solution VS Marketing Complexity • Each channel can handle different levels of complexity selling the product • Each channel adds different value to the product as they promote it to the market • The higher value added, the higher the cost that comes for the seller
506. Vanity Metrics (not!) • Acquisition • The point where an unaware visitor turns into an interesting prospect • Activation • The point where the customer has the first gratifying experience
506. Vanity Metrics (not!) • Retention • Repeated use/engagement with your product • Revenue • Events that get you paid • Referral • Customers refer your product to others
507. Identify your Metrics • How are you going to measure the performance of your product? • Can we measure some metrics for this phase of product development? • X interviews • X problems identified • X solutions/alternatives identified
508. Takeaways & Assignments • Let’s spend some time to reflect on our work today • How did our LCs change? • Do we have a different outlook on our initial hypotheses?
508. Takeaways & Assignments • Refine your canvas some more… Look at the channels & metrics identified • Prepare new interview forms and reach out to new interviewees! • Conduct new interviews and prepare your input for the next time…