The entire class was spent gathering information each team will need for their financial models. We did six passes in Miro. Each team started with a blank template, and we worked our way through in 15 minute steps. There was an additional template available with sample post-its in each category – the example ideas were not about a specific product or company, but rather examples of what might be in that area.
The template is based on the five customer phases.
Sample Template
The Process
Our goal is to define a much as possible about our product and customer pipeline on the revenue side. We didn’t dig into all the costs associated with the company, other than direct costs for the product. The model also starts with the assumption that your product is launched and you are selling to your initial customer base – perhaps a niche of a future larger audience.
0. Define your customer
Who is your product for? You may have multiple customers (users and advertisers).
1. Awareness
How and where will you reach your customers? What costs are associated and what are the drivers?
2. Evaluation
How and where will your potential customers evaluate your product/service? What costs are associated and what are the drivers?
3. Purchase
What is being paid for, and how much? What costs are associated and what are the drivers?
4. Delivery
This includes all aspects of the user experience, not just how they acquire the product. Any recurring costs should be included here.
5. After Sales
How do your support your customers? How do you leverage off that customer relationship to generate new customers? What costs are associated and what are the drivers?
