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