Customer Lifecycle Models

Getting-Keeping-Growing Customers

Before setting up a Lean-Case project, you should understand the concept of the customer lifecycle and related key questions. The Customer Lifecycle describes the lifecycle of a customer in 2 phases with its key metrics:

  • Getting Customers
  • Keeping-and-Growing Customers

Getting-Customers: The Get Customer Phase engages users and lets them do something you have planned for them to do. The key metric describing the Get Customer Phase is the Cost-of-Customer Acquisition (CAC).

Keeping Customers: Most startups forget that it is much more expensive to get than to keep a customer. Retaining a customer or ensuring that a customer doesn't churn is therefore the major business objective to keep customers. The Key Metric of the Keep Customer Phase is Churn.

Growing Customers: Growing the customer finally maximises the Gross Profit return (which is revenues minus Cost of Goods Sold) over the entire future relationship with a customer (the customer lifetime). The key metric is the Customer Lifetime Value (CLV or often CLTV).

Key Questions for your Customer Lifecycle 

If you understand your Customer Lifecycle well, you can answer 3 key questions

  1. 1
    How do you create leads?
  2. 2
    How do you convert leads into paying customers?
  3. 3
    And, how do you grow your paying customers?

Having those answers in mind, Lean-Case becomes a "lean" business model simulator - and profit planner ... that allows you to model the customer lifecycle model of your business, so that you can

  • understand the key assumptions and metrics about your business
  • present and explain them LOGICALLY on just one page and…
  • answer the key questions which decision makers have about your business revenue potential, its business viability, profitability and funding requirements

Lean-Case Getting Started

Now, you can get started to create your first Lean-Case Project. Learn about 

  • Lean-Case Blueprints - ready made templates which you can adapt
  • Revenue streams - which enable you to model the Customer Lifecycle
  • the Lean-Case Workspace - with its different environments to create a project, manage your portfolio of projects and manage your members and find help and
  • all menus to create a Lean-Case project
  • Dashboard Menu to review project results in detail
  • Revenue - Plan Menu - to set up all revenue streams across the customer lifecycle, connect the streams with conversion rules, and add all elements to calculate your unit economices - churn, cost of goods sold and cost of selling 
  • Revenue - Check Menu - to validate the mechanics of your model and analyze the unit economics
  • Headcount Menu - to add organizational units to your model with individual jobs, groups of team members with a similar salary profile, automatically calculated team roles and manager roles. 
  • Expense Menu  - to add further indirect cost
  • Capital Menu - to set up funding events and create investments
  • Actuals Menu - to start tracking actuals