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Lean Analytics: A short summary


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I gave this presentation about the Lean Analytics book at the Lean Startup Meetup in Karlsruhe. …

I gave this presentation about the Lean Analytics book at the Lean Startup Meetup in Karlsruhe.
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  • 1. Jan König Lean Startup Meetup Karlsruhe@einkoenig 22.04.2013
  • 2. source: O’Reilly
  • 3. book contentadditional stuffgroup discussion?
  • 4. Book Parts1 Stop Lying to Yourself2 Finding the Right Metric for the Right Time3 Lines in the Sand4 Putting Lean Analytics to Workwon’t be covered tonight
  • 5. Stop Lyingto Yourself1
  • 6. Data? Lean Startup?I just go with my gut feeling.(too) many people
  • 7. watch it here:
  • 8. Follow the Lean model, and itbecomes increasingly hard to lie,especially to yourself.
  • 9. Instincts are experiments.Data is proof.
  • 10. Do hosts withprofessionalphotographyget more business?image by mark sebastian / flickr
  • 11. Gut instinctProfessional photography helps Airbnb’s businessConcierge MVP20 photographers in the fieldTest resultsTwo to three times more bookings!
  • 12. You are not building a product.You are building a tool to learnwhat product to build.
  • 13. Finding theRight Metric2 for right now!
  • 14. Good Metrics?image by kevin dooley / flickr
  • 15. image by flopper/ flickrcomparativeimage by
  • 16. understandableimage by Jeff Kubina / flickr
  • 17. rate or ratioimage by Gabe Photos / flickr
  • 18. changes the way you behaveimage by will ockenden / flickr
  • 19. image by 55Laney69 / flickrThe One Metric That Matters
  • 20. 1 answers the most important question you have2 forces you to draw a line in the sand3 focuses the entire company4 inspires a culture of experimentation
  • 21. Should you really focuson one metric?
  • 22. Restaurant’s Effectiveness MetricsDelivery Usage Customer Satisfaction Possible InterpretationCrazy! Time to look at other metrics toimprove your business.Source: Klubeck, “Metrics”, page 149fGreat food and a loyal, but very smallcustomer base. Maybe a bad location.“The only game in town.” Or a productcustomers need but don’t want.OK, something is wrong here. Youknow that.with Triangulation
  • 23. Restaurant’s Effectiveness MetricsCustomer Satisfaction Possible InterpretationgoodSource: Klubeck, “Metrics”, page 149fgoodbadbadwithout TriangulationDelivery Usage Customer Satisfaction Possible Interpretationfocus on
  • 24. ratio =staff costsgross revenuesimage by Giorgio Montersino / flickr
  • 25. What Business are you in?E-Commerce SaaS Free Mobile AppMedia SiteUser-GeneratedContentTwo-SidedMarketplaces
  • 26. What Stage are you at?Empathy Stickiness ViralityRevenue Scale
  • 27. What is your OMTM?
  • 28. Lines inthe Sand3
  • 29. One of the most challengingthings for a startup to do:find a relevant number againstwhich to compare yourself.
  • 30. Some interesting bottom linesGrowth5% (revenue or active users)Engaged Visitors30% monthly users10% daily usersMailing List Effectiveness20-30% open rate5% click-throughs
  • 31. image by Robert Scoble / flickrShould you ask forbilling information upfront?
  • 32. Trial usersSubscribersChurn 1st perriodEnd to end2%50%up to 40%0.6%10%15%up to 20%1.2%
  • 33. Questions?