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Customer Acquisition Module

These modules aim to provide clarity into how you acquire and retain customers for your business. Please complete all fields to the best of your ability based on the stage of your company and your industry.

First / Last name

Email address

Phone number

Name of your organization

File / Image upload

Upload your company logo here

Delete all uploads

Choose files or drag here

Address

What year did you begin or plan to open your business?

What stage is your company at?

Select allClear choices

Catalyst (Pre-Revenue)

Early Development

Growth

Mature

Please select

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Module One

Module one focuses on your target customer and how much you know about them and the problems they face.

1.1 Describe your target customer persona, including demographics, aspirations, and goals?

1.2 What specific needs do these customers have? Provide a key metric or data point that shows the significance of these needs?

1.3 Share a specific interaction with a customer facing the problem your product addresses. How did this interaction help refine your problem statement and validate its impact?

1.4 Provide a metric that demonstrates your solution’s success in addressing customer needs. Compare your solution with the top 3 competitors and highlight what sets it apart.

1.5 Share a metric that quantifies the positive impact of your efforts to increase Customer Lifetime Value (CLTV). What is your current CLTV?

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Module Two

Module two showcases your strategies and processes around engagement with your current and future customers.

2.1 Compare your customer touch-point strategies to industry benchmarks. What unique touch-points do you use, and how do you gather insights about touch-point behavior?

2.2 Describe the unique aspects of your messaging strategy at each stage of the customer journey (Awareness, Engagement, Conversion, Onboarding, and Loyalty). How do you measure the success of your messaging?

2.3 How do you use user research or data insights to inform your messaging at different stages (e.g., lead generation effectiveness, conversion rates)?

2.4 What strategies do you employ for Call to Action (CTA) and lead capture? How do you optimize CTAs to improve lead generation?

2.5 How do you foster an interactive environment for feedback? What tools or strategies do you use to analyze customer sentiment and optimize content?

2.6 Describe your approach to improving conversion rates from trial to paid customer. How do you use data analysis or feedback to address hurdles in the onboarding process?

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Module Three

Module three does a deep dive into your customer sales funnel and sales team.

3.1 How do you identify customer needs and budget availability? What metrics or data sources do you use?

3.2 Explain your methods for ensuring a proper match between offers and needs. How do you track and improve sales follow-up effectiveness?

3.3 How do you identify decision-makers and understand the importance of transformation in customer organizations? What tools or methods do you use?

3.4 How do you gain an edge in proposal negotiations? What strategies do you use for pricing alignment and managing discounts with value exchange?

3.5 What strategies do you use to optimize the sales cycle length and manage cost controls? How do you stand out in improving conversion rates?

3.6 How do you measure the effectiveness of your sales incentive programs? Do you have programs in place for employee feedback and satisfaction?

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Module Four

Module Four address how your organization handles the onboarding and feedback of your customers.

4.1 Provide examples of how your Customer Success team interacts with potential customers at different stages (e.g., demos, needs assessments, onboarding consultations).

4.2 Describe the onboarding assistance provided and how metrics like completion rates and customer satisfaction are used in the sales incentive plan.

4.3 How do you collect and act on customer feedback? What feedback collection methods do you use, and how is this feedback communicated to customers?

4.4 How do partnerships impact customer retention? What metrics do you track to monitor competitor activity and churn rates?

4.5 Describe your approach to measuring customer satisfaction, including the frequency and format of measurements.

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Module Five

Module five is geared towards how well you use research tools to understand your customer , your industry, and your competiton.

5.1 Detail your market research methods, competitor analysis, and resource allocation for potential expansion.

5.2 Provide examples of your research methods and resources used to understand market needs and customer pain points.

5.3 Describe how your product features align with new markets or industry segments, and any anticipated modifications needed.

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Module Six

Module six is all about your team's engagement with your customers across different company customer touchpoints.

6.1 Share examples of successful recruitment for customer-facing roles in Marketing, Sales, and Customer Success. What skills and experience are crucial?

6.2 Describe the current structure of your marketing, sales, and customer success teams. What training modules and methods are used to equip these teams?

6.3 Explain the cadence of training programs and how you balance ongoing development with team workload. What content is included in your knowledge base?

6.4 Provide examples of performance metrics used in incentive programs for marketing, sales, and customer success. How do these metrics align with your goals?

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You have now completed all of the Modules!

Is there anything else you would like us to know about your Customer Acquisition Strategies?

Thank you for completing the Customer Acquisition Module. Upon receipt of your submission, your answers, a report will be generated with your submitted answers and scoring associated with each module. We are excited to share this report with you as a Cap Table Nation tool to use in your company's growth and capital raise.

Cap Table Nation is a Gingras Global Design Project

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