Description:

Customer acquisition will drive much of your venture. The art and science of getting customers, keeping customers and growing customers is vital to your ventures ability to launch, sustain and grow. While there are millions of creative ways to acquire customers, we will break it down into three separate, distinct phases to help us think through the nuances and possibilites that lay within each phase. Below is a high level introduction to the three phases:

Get: Employ awareness and acquisition tactics while reducing customer acquisition costs.
Keep: Reduce attrition and retain customers via loyalty programs, product updates and quality service.
Grow: Increase customer lifetime value by up-selling, next-selling and cross-selling.

Purpose:

As we move through the three phases of customer development, we will be rooting these lessons in the context of our projects to support you in developing meaningful, realistic and creative strategies to develop your customer base.

Upcoming activities:

Watch the below video and participate in the embedded discussions to begin to bridge previous lessons about the "Lean Startup" and how this interfaces with customer development. In the coming modules, you will be asked to develop a customer acquisition plan and share it with others for feedback.

Begin with the below podcast and discussion, then you will be ready for the assignment on the next page!

Click "next" to advance the course.