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Lean Analytics - Bringing Back the Book Report
Lean Analytics - Bringing Back the Book Report
Lean Analytics - Bringing Back the Book Report
Lean Analytics - Bringing Back the Book Report
Lean Analytics - Bringing Back the Book Report
Lean Analytics - Bringing Back the Book Report
Lean Analytics - Bringing Back the Book Report
Lean Analytics - Bringing Back the Book Report
Lean Analytics - Bringing Back the Book Report
Lean Analytics - Bringing Back the Book Report
Lean Analytics - Bringing Back the Book Report
Lean Analytics - Bringing Back the Book Report
Lean Analytics - Bringing Back the Book Report
Lean Analytics - Bringing Back the Book Report
Lean Analytics - Bringing Back the Book Report
Lean Analytics - Bringing Back the Book Report
Lean Analytics - Bringing Back the Book Report
Lean Analytics - Bringing Back the Book Report
Lean Analytics - Bringing Back the Book Report
Lean Analytics - Bringing Back the Book Report
Lean Analytics - Bringing Back the Book Report
Lean Analytics - Bringing Back the Book Report
Lean Analytics - Bringing Back the Book Report
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Lean Analytics - Bringing Back the Book Report

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A quick review of Lean Analytics by Ben Yoskovitz and Alistair Croll. Presented at Singapore Lean Startup Circle.

A quick review of Lean Analytics by Ben Yoskovitz and Alistair Croll. Presented at Singapore Lean Startup Circle.

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  • 1. Lean Analytics Bringing Back the Book ReportPresented at Singapore Lean Startup Circle April 10, 2013
  • 2. Hello!● Product guy● Mix of corp and startup● 5+ years in SEA● Yahoo Product Marketing● Pollenizer SEA GM● @sonofsarah
  • 3. Lean 2.0 - The Growth of a Management Science? 1980 Toyota ... Dot Com Boom (1997 - 2000 Pre History 2000 Dot Com Crash (2000 - 2001) Steve Blank - 4 Steps to the Epiphany (2005) Lean Startup "coined" (2008) 2010Lean Startup 1.0 The Lean Startup (2011) The Lean Startup @ SXSW (2012) The Lean Startup Conference (2012) Lean Analytics (2013)Lean Startup 2.0 Lean UX (2013)
  • 4. Image Credit - http://brendanmarsh.com/lean/the-lean-startup-validation-board/
  • 5. Lean Analytics in a Slide CASE STUDIES and EXAMPLES OMTM Benchmarking Lean Analytics Business Model Types 5 Stage Lifecycle Analytics for Cohort Analysis A/B Testing Funnel Analysis LeanLean Principles Small Batch Production Startup Life Cycle Actionable Metrics
  • 6. Refresh - Actionable Metrics CASE STUDIES and EXAMPLES OMTM Benchmarking Lean Analytics Business Model Types 5 Stage Lifecycle Analytics for Cohort Analysis A/B Testing Funnel Analysis LeanLean Principles Small Batch Production Startup Life Cycle Actionable Metrics
  • 7. Vanity Metrics Actionable Metrics● Must go up over time ● Enables comparison● NOT comparative ● Often a ratio● Often a simple total ● Often cohort based● Typically not granular ● Drives decision making● Focused on story telling ● Can answer the question "did that● Not directly tied to biz. health experiment work"? EXAMPLES EXAMPLES● Total downloads ● Conversion or retention rate● FB likes ● Churn rate● Registered users ● Shopping cart size
  • 8. The 6 Startup Business Models CASE STUDIES and EXAMPLES OMTM Benchmarking Lean Analytics Business Model Types 5 Stage Lifecycle Analytics for Cohort Analysis A/B Testing Funnel Analysis LeanLean Principles Small Batch Production Startup Life Cycle Actionable Metrics
  • 9. The 6 Startup Business Models E Commerce SAAS Free App- CAC - CAC - CAC- Conversion rate - Engagement - MAU- Cart size - Free/paid conversion - Free/paid conversion- Return purchase - Churn - Churn- LTV (or Payback) - LTV - ARPU Media UGC (Social) Marketplace- MAU - MAU - Inventory (Supply)- Engagement - Engagement - Buyers (Demand)- PV (or equivalent) - % Creators - Search Effectiveness- CTR - CTR - Ratings- CPM - CPM Takeaway - Know your funnel!
  • 10. The Lean Analytics Stages CASE STUDIES and EXAMPLES OMTM Benchmarking Lean Analytics Business Model Types 5 Stage Lifecycle Analytics for Cohort Analysis A/B Testing Funnel Analysis LeanLean Principles Small Batch Production Startup Life Cycle Actionable Metrics
  • 11. The Lean Analytics Stages SCALE REVENUE VIRALITY STICKINESS EMPATHYTakeaway - Know your stage (but feel free to use other terms)
  • 12. One Metric That Matters CASE STUDIES and EXAMPLES OMTM Benchmarking Lean Analytics Business Model Types 5 Stage Lifecycle Analytics for Cohort Analysis A/B Testing Funnel Analysis LeanLean Principles Small Batch Production Startup Life Cycle Actionable Metrics
  • 13. One Metric That Matters● Pick one metric that is critical to biz health● Focus the team around it (put it on screen!)● Optimize the hell out of it● Pick a new metric as biz grows and changes
  • 14. Case Study - Wooboard OMTM
  • 15. Case Study - Wooboard OMTM PHASE METRIC TYPE METRICIs there a problem? User Interest Company sign upsDo we have a solution? Engagement Woos per userIs there a market? Revenue % of premium conversionsThis is a classic SaaS OMTM progression. See also Backupify. ● Phase 1 - site visits ● Phase 2 - trials ● Phase 3 - monthly recurring revenue Takeaway - Pick an OMTM (or at least get data focused)
  • 16. "The core idea behind LeanAnalytics is this: by knowing thekind of business you are, and thestage you are at, you can track andoptimize the One Metric thatMatters to your startup right now." - B Yoskovitz and A Croll
  • 17. Benchmarking CASE STUDIES and EXAMPLES OMTM Benchmarking Lean Analytics Business Model Types 5 Stage Lifecycle Analytics for Cohort Analysis A/B Testing Funnel Analysis LeanLean Principles Small Batch Production Startup Life Cycle Actionable Metrics
  • 18. Some Benchmarking Examples E Commerce SAAS Free AppConversion Free trial - request card App size- expect 2% - 2% try, 50% buy - stay below 50MB to avoid- aim for 10% download drop offCart abandonment Free trial - no card- expect 65%! - 10% try, 25% buy App CAC - Shoot for $.50 to $.75 Monthly churn - make sure CAC is less than - < 5% for growth LTV! - < 2% for scale Conversion Growth - free to aid - 2% - increase customer revenue - In app purchases - 1.5% by 20% a year - upsell 2% of users/month Takeaway - Lines in the sand are key to measuring success
  • 19. Lean Analytics Truisms● Know your funnel!● Know where youre at in the lifecycle● Establish data focus● Set clear success metrics● Instrument and track early!● Make sure that you are allocating resources to test a measurable hypothesis
  • 20. THANK YOU

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