Advertising Customer Development New York SEM 
Startup Lessons Learned
SEPTEMBER 13, 2008
Lessons Learned by Eric Ries Saturday, September 13, 2008 SEM on five dollars a day How do you build a new product with constant customer feedback while simultaneously staying under the radar? SEM is a simple idea. Only much later did I realize that this was an application of customer development to online marketing.
Startup Lessons Learned
SEPTEMBER 22, 2008
Paid - if your product monetizes customers better than your competitors, you have the opportunity to use your lifetime value advantage to drive growth. In this model, you take some fraction of the lifetime value of each customer and plow that back into paid acquisition through SEM, banner ads, PR, affiliates, etc.
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Startup Lessons Learned
NOVEMBER 7, 2008
Finally the day came, we unleashed the landing page, emailed our existing customers, and started advertising online. Dont worry about selecting particularly good keywords, if youre new to SEM. If you cant find any , maybe that means you havent figured out who your customer is yet. We finally settled on a $1.99
Startup Lessons Learned
SEPTEMBER 15, 2008
I had the opportunity to pioneer this approach to funnel analysis at IMVU, where it became a core part of our customer development process. To promote this metrics discipline, we would present the full funnel to our board (and advisers) at the end of every development cycle. How to listen to customers, and not just the loud.
Startup Lessons Learned
MARCH 13, 2009
Do some Customer Development instead. New York Times, Wall Street Journal, CNN, the works. The product didnt convert well enough, the mainstream customers we were driving werent ready for the concept, and the event fed expectations about how successful the product was going to be that turned out to be hyper-inflated.
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