Lean Startup - Customer Development - Aarrr metrics
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Lean Startup - Customer Development - Aarrr metrics

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Lean Startup - Customer Development - Aarrr metrics Lean Startup - Customer Development - Aarrr metrics Presentation Transcript

  • How to catch the fishAnd learn how to improve your fishing power
  • WHY I AM HERETo kick your ass...
  • WHY I AM HERETime to wake up...
  • WHAT DO YOU REALLYKNOW ABOUT YOURREALITY?
  • THERE IS NO WAY BACK!
  • WHAT IS THE PROBLEM YOUARE TRYING TO SOLVE?
  • WHAT IS YOUR MOSTIMPORTANT CUSTOMERSEGMENT?
  • WHO IS YOUR BESTCUSTOMER?
  • WHY IS THIS YOUR BESTCUSTOMER?
  • HOW DO YOU (PLAN TO)MAKE YOUR MONEY?
  • HAVE YOU COLLABORATEDWITH YOUR (POTENTIAL)CUSTOMERS?
  • WHO TRIED THISBEFORE?
  • WHAT IS YOUR MOSTUSED FEATURE?
  • THERE IS NO WAY BACK!
  • YOU’RE DOING TOO MUCH
  • EVERY WEEKKILL A FEATURE
  • DON’T HANG ON TO THINGSTHAT YOU MIGHT BUILDSOMEDAY
  • CREATE HYPER FOCUS
  • TAKE OUT A FEATURE ANDMONITOR THE REACTIONS
  • Either they love it or hate it, all other reactions means you’re screwedOPTIMIZE FORHAPPINESS
  • Dave McClures’AARRR
  • Create different storylines for different combinationsNARRATIVE OF YOURPROCESS
  • Let’s take a look at this meta-frameworkEXAMPLES
  • #1 DOGGIECOLRSocial Network for Dog LoversMakes money through advertising and affiliate sales oflush dog collars.Key business driversAdvertising and affiliates need large traffic/page viewsso growth and retention are key.
  • ACQUISITION VISITACQUISITION SIGN-UPACTIVATION CREATE PROFILEACTIVATION POST PICTURES COMMENTREFERRAL SHARE PICTURES INVITE FRIENDSREVENUE BUY COLAR
  • #2 AGILESAMBAProject management tool for AgilestartupsMakes money through monthly subscriptions. Has a freetrial period.Key business driversConversion to paid users and cancellation rates.
  • ACQUISITION VISITACQUISITION SIGN-UPACTIVATION CREATE PROJECTREVENUE UPGRADES PAIDREVENUE CANCELS ACCOUNT
  • Let’s take a closer look at this meta-frameworkACQUISITION
  • ARE YOU FISHING IN THERIGHT POND?
  • HOW DO YOU GET NEWCUSTOMERS?
  • IS YOUR MESSAGEREACHING THE RIGHTPEOPLE?
  • ARE YOU FOCUSSING ONTHE RIGHT PEOPLE?
  • ACTIVATION
  • ARE YOU USING THERIGHT BAIT?
  • HOW DO YOU LANDPOTENTIAL CUSTOMERS?
  • IS YOUR MESSAGECLEAR?
  • ARE YOU HELPING YOURCUSTOMERS?
  • RETENTION
  • DO YOU USE THE RIGHTMATERIAL?
  • HOW DO YOU MAKECUSTOMERS STAY?
  • DO YOU OFFER THERIGHT EXPERIENCE?
  • DO YOU OFFER QUALITY?
  • REFERRAL
  • HOW DO YOUR FISHESLURE IN MORE FISHES?
  • HOW IMPORTANT ISWORD OF MOUTH?
  • HOW EASY IS IT FORCUSTOMERS TO SHARETHEIR EXPERIENCES?
  • REVENUE
  • SELLING YOUR FISH
  • HOW DO YOU (PLAN TO)MAKE YOUR MONEY?
  • ARE YOU CATCHING THERIGHT FISH?
  • TIME TO STARTMEASURING AND LEARN
  • Metrics that make you feel good but don’t tell anything…VANITY METRICS
  • 150 000 UsersNumerous superior competitors…WHAT WOULD INDICATESUCCES?
  • Let us examine Facebook…WHAT WOULD INDICATESUCCES?
  • Metrics that matter!• Value Hypothesis  How do we add more value to our cusotmers live?• Growth Hypothesis  Through what engine will we acquire new customers?
  • Metrics that matter!• Value Hypothesis  How do we add more value to our cusotmers live?• Growth Hypothesis  Through what engine will we acquire new customers?
  • Fact: New users are more engaged! Group users in month or week.COHORT
  • Let different groups of customers validate different new featuresA-B TESTING
  • Experiment, validate learning & change!RATE OF VALIDATEDLEARNING
  • Viral Coeff = Invites * Conversion Rate Examples: Facebook, Hotmail…Focus on Acquisition & Referral – Revenu is side effectVIRAL COEFFICIENT
  • LTV = Cost of Acquiring Customer / Earnings from that customer Examples: Amazon, Match.com…Focus on Activation & Retention – Payment is centralLIFETIME VALUE (LTV)
  • Recommended Software• Ubounce• KISS Metrics• Survey.io• Wufoo• LinkShiftr
  • WE DONT’T KNOWENOUGH!
  • WE’RE DOING TO MUCH!
  • AcquisitionActivationRetentionReferralRevenueWE CAN USE AARRR TOBUILD THE NARRATIVE OFYOUR STRATEGY!
  • WE SHOULD FOCUS ONREAL METRICS
  • JWE SHOULD GO OUT ANDCOLLABORATE WITH OURCUSTOMERS!
  • THERE IS NO WAY BACK!
  • Thank youSlidedeck by: Erik Talboom – Jurgen De Smet – Maarten Volders