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Startup Metrics for Dummy Pirates

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An insightful and simple introduction to Dave McClure's Startup Metrics for Pirates (AARRR). …

An insightful and simple introduction to Dave McClure's Startup Metrics for Pirates (AARRR).
An overall perspective on the importance of measurements and optimization for startups.

@rafaeldahis

Published in: Business

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  • 1. STARTUPMETRICSfor dummy pirates rafaeldahis
  • 2. rafaeldahis24 years oldcomputer engineer, UFRJ metricsproduct manager at Peixe Urbano
  • 3. PRODUCT ≠ STARTUP ≠ COMPANY
  • 4. PRODUCT ≠ STARTUP ≠ COMPANY FIRST
  • 5. WHAT do you mean byPRODUCT ?
  • 6. AND THIS virtual CHANGESCHANNEL EVERYTHING! physical physical virtual PRODUCT
  • 7. virtualCHANNEL physical physical virtual PRODUCT
  • 8. costs building is cheaperflexibility changing is quickermetrics measuring is easier
  • 9. why should we measure? understand and optimize.
  • 10. </intro> <fun>
  • 11. PRODUCT
  • 12. PRODUCTthe world out there
  • 13. I BETyou have heard it before:
  • 14. we worked formonths building the PRODUCT.when we launched, no one used it.
  • 15. PRODUCT >
  • 16. customer developmentHey, look, users out there! growth
  • 17. Let´s talk about growth
  • 18. PRODUCT
  • 19. PRODUCT users valuevalue = revenue, content, connections, engagement, data
  • 20. def. profit:REVENUE > COSTS(my free definition)
  • 21. PRODUCTusers value(cost) (revenue)
  • 22. PRODUCTusers value(cost) (revenue) dividing per user…
  • 23. PRODUTOcost / user revenue / user
  • 24. PRODUTO CPA LTV cost per lifetimeacquisition value
  • 25. my minimalist growth theoremLTV > CPA
  • 26. my minimalist growth theoremmax( LTV – CPA )
  • 27. my minimalist growth theorem CPA LTVacquisition costs engagement and friction
  • 28. AARRR Dave McClure
  • 29. AARRR Dave McClure
  • 30. STARTUPMETRICS for pirates
  • 31. AARRR 2. ACTIVATION1. ACQUISITION 5. REVENUE 4. REFERRAL 3. RETENTION
  • 32. AARRR1. ACQUISITION HOW DO THESE GUYS GET THERE?WHAT TO DO?Ads, SEO, Email, Social Media, Blogs, Biz Dev, PR…WHAT TO MEASURE?Costs/Visit, Conversions (visit quality). CPA
  • 33. AARRR2. ACTIVATION WHAT DO THEY PERFORM AFTER THAT?WHAT TO DO?Landing Page Optimization, lots of UX iterations, value proposition reviewWHAT TO MEASURE?Conversions, bouce-rate, time on page.“In God we trust, for everything else: A/B TEST” CPA
  • 34. AARRR3. RETENTION DO THESE GUYS COME BACK?WHAT TO DO?Newsletter/Digest, Event-based messages, Push-notifications, life-cycle emailsWHAT TO MEASURE?Open-Rate, Click-Rate, WAU/MAU LTV
  • 35. AARRR4. REFERRAL DO THEY INVITE FRIENDS?WHAT TO DO?Create/Optimize your Viral Loop, Contests, Social Media CampaignsWHAT TO MEASURE?Viral Loop Conversions, K-factor CPA LTV (If there is network effect)
  • 36. AARRR5. REVENUE DO THEY F*ING PAY???WHAT TO DO?Figure it out, bro.WHAT TO MEASURE?Revenue per user/source/medium LTV
  • 37. QUIZ AARRR• high number of visits, high bounce rate, low time on site?• high number of visits, few signups?• steady visits, high % of new users?• CPA (cost per signup) = CPC * signup-conversion ?• low traffic from reference, search, direct?• few premium users?
  • 38. TIPSfrom my own failures
  • 39. TIPS Stop. Is it time to grow? (don’t waste money / time,go out and find that delicious product-market-fit)
  • 40. TIPSvanity metrics is for TechCrunch (and your Facebook friends) (and your grandma)Easy to spot: say no to absolute metrics i.e.: visits, pageviews, signups…
  • 41. TIPSMEASURE EVERYTHING = MEASURE NOTHING
  • 42. TIPSFOCUS(A, A, R, R or R?)
  • 43. TIPS one step at a time1. Build (activation + retention)2. Distribute (acquisition + referral)3. Make money (revenue)
  • 44. TIPS OMTM(one metric that matters)
  • 45. TIPSclassify your backlog(is this feature A, A, R, R or R?)
  • 46. TIPS hard to prioritize?pretend you are “THE OMTM”.
  • 47. TIPShow often? daily.Definitely not intraday. Better than weekly.
  • 48. TIPS make measurement easy. otherwise, no one will do it.[dashboards, reports, queries library, goals configuration, funnel analysis tools]
  • 49. TIPS mobile?same logic, different tools/metrics
  • 50. questions?
  • 51. STARTUPMETRICSfor dummy pirates rafaeldahis