The Business Model Actualisation Platform Solution 1 Briefing

The Business Model Actualisation Platform Solution 1 Briefing © Copyright MBA Global 2017

Solution 1 Briefing Focus: Customer Traction • Finding and keeping Customer for your services or products • Review your customer traction channels using the traction trigger sheets • Identify the three most efficient channels for you © Copyright MBA Global 2017

Customer Traction Trigger Sheet 1 S T E P Sales Trade Shows and Conferences Established Advertising PR and Advertorials Explore: • Customer buying processes • Does your customer require personal interaction before a purchase • Weekly cold-calling targets • Who are the decision makers • Purchase timescales • Marketing/’Sales materials – presentations, competitor analyses Explore: • List all relevant events over next 12 months • ‘Must-attend’ shows • Are attendees your likely customers • Are exhibitors your likely customers • Do key influencers attend • If exhibiting – good marketing collateral • Large and small conferences Explore: • Newspaper, TV and Radio traditional media ads and fliers • Audience prospectuses and rate cards • Asking target customers what publications they read, radio stations they listen too • Print advertising • Outdoor ads • Radio/TV (local) • Infomercials Explore: • Using a PR company • Using Twitter to get to know reporters • Letting them know you’re available as an industry source • Offering stories, research, insights to reporters directly • Regional newspapers/publications • Building relationships with reporters covering your start-up market © Copyright MBA Global 2017

Customer Traction Trigger Sheet 2 S E S S SE Marketing Email Marketing Social Media Advertising Search Engine Optimisation Explore: • Google Ad. Words • Bing Ads • Paid search • Pay per click (PPC) • Monitoring click through rates (CTR), cost per click (CPC) and cost per acquisition (CPA) • Long-tailed keywords • Maintaining high-quality ads (scores higher on Google) Explore: • Building email lists through other marketing efforts • Personalising emails where possible • Advertising on email newsletters • Asking for an email address at every opportunity • Using email addresses to access premium content/videos/free trials • Using Mail Chimp • Incentivising customers to refer • Emails as reminders, retaining customers • Avoid: purchasing lists – spam is not appreciated Explore: • Social media platforms – Facebook, You. Tube, Twitter, Linked. In, Whats. App • Banner ads • Sponsored tweets • Facebook targeted ads • Google’s Display Network • Targeting communities • Linked. In groups • Whats. App groups • Creating highly shareable, compelling content • Directly approaching site owners Explore: • Your strategy for getting more people to your site • Using an SEO consultant • Better content means more links • Finding search terms with high search volumes • Do relevant people know about your content so they can repost/retweet it • Fat-head vs long-tail strategies © Copyright MBA Global 2017

Solution 1 Briefing Method • Review your customer traction channels using the traction trigger sheets and identify the three most efficient channels for you • Outline the actions for each channel chosen and put a timeline on the traction channels roadmap © Copyright MBA Global 2017

Team/Company: Key Customer Traction Channels Roadmap 2017 Sep Social Media Oct Nov Dec Date: 2018 Jan Feb Mar Apr May Jun Set up Whats. App group © Copyright MBA Global 2017 Jul Aug Sep Oct Nov Dec 2019 Jan Feb

Solution 1 Briefing Update Your Business Model Canvas • Review your customer traction channels using the traction trigger sheets and identify the three most efficient channels for you • Outline the actions for each channel chosen and put a timeline on the traction channels roadmap • Update your Business Model Canvas paying special attention this week to Cost Structures (staffing and other costs such as heat & light, rent etc. ) © Copyright MBA Global 2017

Business Model Canvas Trigger Sheet © Copyright MBA Global 2017

Solution 1 Briefing For The Next Session • Review your customer traction channels using the traction trigger sheets and identify the three most efficient channels for you • Outline the actions for each channel chosen and put a timeline on the traction channels roadmap • Update your Business Model Canvas paying special attention this week to Cost Structures (staffing and other costs such as heat & light, rent etc. ) • Present 3 slides at next session – Traction Analysis, Traction Roadmap and latest BMC © Copyright MBA Global 2017