Download Get, Keep, Grow

CLASE 6:
GET KEEP GROW
Ciclo III 2013
Taller de Nuevos Negocios: Lean Startup
Tamaño de Mercado
Cuántos
puedo
alcanzar con
mi canal?
Cuál es el
tamaño de
nuestro
universo?
MAT
Mercado
alcanzable
total
MO
MAS
Mercado a
servir
Mercado
objetivo
Cuántos son
los clientes
entusiastas?
Ej: Stress - free
MAT
Mercado
alcanzable
total
Asalariados
empleados de
oficina, total país:
106,144*
MAS
Mercado a
servir
Asalariados
empleados de
oficina, área
urbana:
97,703
* EHPM B07 (pg 47)
** EHPM B07 (pg 143)
***Revista de estadística previsionales Cuadro 10 (pg 44)
MO
Mercado
objetivo
Asalariados con
ingresos mayores a
$1600:
21,328***
Ej: Anna’s Boudoir
MAT
Mercado
alcanzable
total
Mujeres de 20 – 40
años del total
urbana:
656,922*
*EHPM Cuadro A01 (pg 134)
**EHPM Cuadro A01 (pg 339)
MAS
Mercado a
servir
Mujeres de 20 – 40
años del área
metropolitana:
294,837**
MO
Mercado
objetivo
Mujeres de 20 – 40
años del área
metropolitana,
amantes del té
(2%)
5,897
Customer Relationships
Get, Keep, Grow – Físico
© 2012 Steve Blank
Get, Keep, Grow - Virtual
© 2012 Steve Blank
AARRR




¿Cuántos pasan por el
primer paso?
¿Cuánto cuesta eso?
¿Cuánto es la
conversión entre cada
nivel?
¿Cuánto en ingresos
puedo obtener de
cada usuario
adquirido?
Customer Relationships
Get – Físico
© 2012 Steve Blank
Customer Acquisition Cost
CAC =
Customer Acquisition Cost
© 2012 Steve Blank
Customer Acquisition Cost versus
Customer
Acquisition Cost
Sales Complexity
Rough Estimates of Cost of Customer Acquisition (CAC)
Source: David Skok Matrix Partners
Customer Relationships
Keep – Físico
© 2012 Steve Blank
Customer Relationships
Keep – Físico
Attrition/Churn
© 2012 Steve Blank
Customer Relationships
Grow – Físico
© 2012 Steve Blank
Customer Relationships
Grow – Físico
LTV = Customer Lifetime Value
© 2012 Steve Blank
What Investors are Looking For
A well balanced business model
Menos CAC y Más LTV!
Monetization
(LTV)
Cost to
Acquire a
Customer
(CAC)
Source: David Skok Matrix Partners
The Balancing Act
•
•
•
•
•
•
•
•
•
Viral effects
Inbound Marketing
Free or Freemium
Open Source
Free Trials
Touchless conversion
Inside Sales
Channels
Strategic partnerships
Monetization
(LifeTime Value LTV)
Cost to Acquire a Customer
(CAC)
•
•
•
•
Scalable Pricing
Cross Sell/Upsell
Product line expansion
Lead Gen for 3rd
parties
Source: David Skok Matrix Partners
The Balancing Act
•
•
•
•
•
•
•
•
•
Viral effects
Inbound Marketing
Free or Freemium
Open Source
Free Trials
Touchless conversion
Inside Sales
Channels
Strategic partnerships
• High Churn Rates
• Low customer
satisfaction
Monetization
(LifeTime Value LTV)
Cost to Acquire a Customer
(CAC)
• Field Sales
• Outbound
Marketing
•
•
•
•
Scalable Pricing
Cross Sell/Upsell
Product line expansion
Lead Gen for 3rd parties
Source: David Skok Matrix Partners
We Can Compute CAC and LTV
Lead Gen costs per deal
$
1,250
Excludes people costs
(Cost per qualified lead x no of leads
required per closed deal)
Selling costs per deal
$
1,620
Excludes cost of sales management
Total CAC
$
2,870
Total LTV
$
16,000
Excludes people costs in marketing, and
sales management.
(CAC= Cost to Acquire a Customer)
Calculated by dividing average monthly
gross profit per customer (ARPU x Gross
Margin ) by the churn rate
This excludes people costs in marketing, and sales management costs
Source: David Skok Matrix Partners
Balancing CAC/LTV in a
SaaS model
> 3x
< 12 months
Required for Capital Efficiency
Source: David Skok Matrix Partners
How Churn affects LTV
•
Average customer lifetime in months (ACLT) =
1 / Monthly Churn
•
•
•
ARPU = Average revenue per user
LTV = ARPU * Gross Margin * ACLT
LTV = (ARPU * Gross Margin) / Churn
Source: David Skok Matrix Partners
How Churn affects LTV
Lifetime Value
Monthly
Churn
Source: David Skok Matrix Partners
Churn


1% to 2.5% churn per month is acceptable
Higher than that, you are filling a leaky bucket
 Need
to understand why you have low customer
satisfaction and address the problem
Source: David Skok Matrix Partners