1hls copyrlghLed documenL ls Lhe properLy of 8lglooL of Mexlco S de 8L de Cv. and ls dlsclosed ln conñdence.

lL may noL be copled, dlsclosed Lo oLhers, or used for manufacLurlng, wlLhouL Lhe prlor consenL of 8lgfooL of Mexlco S8L de Cv.
Conhdenc|a|
2
1op 1: Customer Deve|opment


1op 2: Dahn

Agenda
Pow Lo sLarL.
3
1wo Approaches: Þroduct uevelopmenL vs. Customer uevelopmenL
ÞroducL uevelopmenL CusLomer uevelopmenL
• 8ulld lL and cusLomers wlll come (webvan eLc.)
• 1rue for llfe and deaLh producLs (Lhlnk of
8loLech Cancer Cure)
• lssues are developmenL rlsks and dlsLrlbuuon,
noL cusLomer accepLance
• Not true for mosL oLher producLs, l.e. early sLage
sLarLups
• Soûware, Consumer, Web, Servlces
• lssues are cusLomer accepLance and markeL
adopuon
• MarkeL 8lsk vs. 1echnology 8lsk
More sLarLups fall from a |ack of customers Lhan from a fallure of producL developmenL
• Þarallel process Lo ÞroducL uevelopmenL

• Measurable CheckpolnLs
• 1led Lo cusLomer mllesLones

• nouon of MarkeL 1ypes Lo represenL reallLy

• Lmphasls ls on learnlng & dlscovery before
execuuon (l.e. lncurrlng huge ñnanclal
commlLmenLs)
*Source: 1he lour SLeps Lo Lplphany by SLeven Cary 8lank
4
1wo Approaches: Þroduct uevelopmenL vs. Customer uevelopmenL
ÞroducL uevelopmenL CusLomer uevelopmenL
ConcepL /
8plan
ÞroducL
uev.
Alpha/
8eLa 1esL
Launch /
Shlp
CusLomer
ulscovery
CusLomer
valldauon
CusLomer
Creauon
Company
8ulldlng
Markeung
Sales
8uslness
uevelopmenL
CreaLe:
MaLerlals +
Þosluonlng
Plre Þ8
Plre 1eam
Þlck dlsL.
Channel(s)
Plre 1eam
CreaLe uemand
Launch LvenL
8randlng
8ulld ulsLrlbuuon
CeL ueals
Closed
1. ulscovery:
• SLop selllng, sLarL llsLenlng (geL ouLslde of omce!)
• 1esL your hypoLheses: problem & producL concepL
2. valldauon:
1. uevelop a repeaLable sales process
2. Llkely LhaL only early adopLers wllllng Lo pay.
3. Creauon:
1. Creuon Al1L8 proof of sales (=markeung spendlng)
2. lL's sLraLegy raLher Lhan Lacucs
4. Company 8ulldlng: (8e-)ad[usL org & mgmL sLrucLure
*Source: 1he lour SLeps Lo Lplphany by SLeven Cary 8lank
3
Customer uevelopmenL
1) CusLomer ulscovery: move on, lf 3) CusLomer Creauon: move on, lf
• WhaL are your cusLomers Lop
problems & how much wlll Lhey
pay Lo solve Lhem?
• uoes your producL / concepL /
ldea solve Lhose problems?
• uo cusLomers agree?
• Wllllngness Lo pay?
• ÞuL yourself lnLo Lhe day-Lo-day of
Lhe poLenual cusLomer: before
and aûer uslng your producL.
• 1ry Lo geL an ldea of Lhe declslon
maklng process: org charL of users
and buyers
2) CusLomer valldauon: move on, lf
• uo you have a sales roadmap?
Crg CharL / users / buyers
undersLood? lnßuence map?
• uo you undersLand Lhe sales
cycle? l.e. Avg. Þrlce, Llfe 1lme
value, 8eLurn on lnvesLmenL.
• uo you have a seL of orders (l.e.
acLually recelved CASP) valldaung
Lhe roadmap?
• uo Lhe buslness plan & ñnanclal
proyecuons make sense?
• lrom few Lo many
• Acuvlues (as ln producL dev.):
• year one / Lwo ob[ecuves
• Þosluonlng
• Launch
• uemand creauon
• SLraLegy ls dlñerenL for:
• Lxlsung MarkeL: fasLer/
beuer?
• 8esegmenLed MarkeL:
cheaper?
• new MarkeL: lnnovauon
*Source: 1he lour SLeps Lo Lplphany by SLeven Cary 8lank
6
Later Stage: Mulu-dlmenslonal segmenLauon on exlsung cusLomer base
! ! ! !
! ! ! !
! ! ! !
RFM
Frequency of purchase,
amount spent, profitability
Products
purchased
Products, product
characteristics (categories,
brands, price level, etc)
Attitudes &
expectations
From customer survey
Demographics
E.g.: age, gender, region
7
8
1op 1: Customer Deve|opment


1op 2: Dahn

uañu es el reLaller más grande de Launoamerlca - más de 1,300 marcas y 123,000 Skus.
La operaclón crecló en 3 anos a más de 2 mll personas
8raz||
Argennna
Co|omb|a
• 2010: LanzamlenLo de 8rasll
• 2011: LanzamlenLo de Chlle y Argenuna
• 2012: LanzamlenLo de Mexlco y Colombla
• 2010-2013: uañu Croup ha levanLado $283M uSu
en lnverslones de grupos lnLernaclonales:
• !Þ Morgan AsseL MgmL
• CuadranL CaplLal
• C1ÞÞ (CnLarlo's 1eachers Þenslon Þlan)
• A8 klnnevlk
• 8ockeL lnLerneL
• 8anco Mundlal (llC)
• lnverslonlsLas mexlcanos (Crupo León):
duenos de llexl, Capa de Czono, Charly,
Skechers, CoqueLa & Audaz
9
Ch||e
Mex|co
uañu uene un CLulS opumlzado para operaclones de e-commerce
10
11
nuesLro equlpo y Lecnologla nos permlLen enLregar a Lodos, a uempo y
con la me[or aLenclón
A|macón D|str|buc|ón Serv|c|o a| c||ente
• ÞroducLo en lnvenLarlo
• 8evlslón LoLal de calldad
• Crdenes son envladas el
mlsmo dla
• ConLesLamos Lodas las
llamadas & sollclLudes de
chaL en segundos
• ConLesLamos Lodos los
correos el mlsmo dla
• LnLregas en Lodo el pals
• Þago conLra enLrega en el ul
• 8asLreo de cada orden
• LnLregas rápldas
(1-3 dlas háblles)
12
uañu uene un neL ÞromoLer Score (nÞS) exce|ente, Lesumonlo de
nuesLro alLo nlvel de servlclo
0-6
7-8
9-10
Muy probable
Muy poco
probable
!"# %&'"(&)*+%,+# + +(-."# / 0+(-1-+%&#2
8S.3¼ Þromotores
Dahn Net Þromoter Score (NÞS) = 81.9¼
3.4¼ Detractores
Menos
luenLe: LncuesLa a cllenLes de uañu, envlado a Lodos los cllenLs que hlcleron una compra.
Más respecLo a nÞS: hup://es.wlklpedla.org/wlkl/neL_ÞromoLer_Score and hup://hbr.org/2003/12/Lhe-one-number-you-need-Lo-grow/ar/1
(deLracLor)
(neuLral)
(promoLor)
1hls copyrlghLed documenL ls Lhe properLy of 8lglooL of Mexlco S de 8L de Cv. and ls dlsclosed ln conñdence. lL may noL be copled, dlsclosed Lo oLhers, or used for manufacLurlng, wlLhouL Lhe prlor consenL of 8lgfooL of Mexlco S8L de Cv.
Str|ct|y conhdenna|