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Startup Metrics for Dummy Pirates
 

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

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    Startup Metrics for Dummy Pirates Startup Metrics for Dummy Pirates Presentation Transcript

    • STARTUPMETRICSfor dummy pirates rafaeldahis
    • rafaeldahis24 years oldcomputer engineer, UFRJ metricsproduct manager at Peixe Urbano
    • PRODUCT ≠ STARTUP ≠ COMPANY
    • PRODUCT ≠ STARTUP ≠ COMPANY FIRST
    • WHAT do you mean byPRODUCT ?
    • AND THIS virtual CHANGESCHANNEL EVERYTHING! physical physical virtual PRODUCT
    • virtualCHANNEL physical physical virtual PRODUCT
    • costs building is cheaperflexibility changing is quickermetrics measuring is easier
    • why should we measure? understand and optimize.
    • </intro> <fun>
    • PRODUCT
    • PRODUCTthe world out there
    • I BETyou have heard it before:
    • we worked formonths building the PRODUCT.when we launched, no one used it.
    • PRODUCT >
    • customer developmentHey, look, users out there! growth
    • Let´s talk about growth
    • PRODUCT
    • PRODUCT users valuevalue = revenue, content, connections, engagement, data
    • def. profit:REVENUE > COSTS(my free definition)
    • PRODUCTusers value(cost) (revenue)
    • PRODUCTusers value(cost) (revenue) dividing per user…
    • PRODUTOcost / user revenue / user
    • PRODUTO CPA LTV cost per lifetimeacquisition value
    • my minimalist growth theoremLTV > CPA
    • my minimalist growth theoremmax( LTV – CPA )
    • my minimalist growth theorem CPA LTVacquisition costs engagement and friction
    • AARRR Dave McClure
    • AARRR Dave McClure
    • STARTUPMETRICS for pirates
    • AARRR 2. ACTIVATION1. ACQUISITION 5. REVENUE 4. REFERRAL 3. RETENTION
    • 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
    • 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
    • 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
    • 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)
    • AARRR5. REVENUE DO THEY F*ING PAY???WHAT TO DO?Figure it out, bro.WHAT TO MEASURE?Revenue per user/source/medium LTV
    • 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?
    • TIPSfrom my own failures
    • TIPS Stop. Is it time to grow? (don’t waste money / time,go out and find that delicious product-market-fit)
    • 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…
    • TIPSMEASURE EVERYTHING = MEASURE NOTHING
    • TIPSFOCUS(A, A, R, R or R?)
    • TIPS one step at a time1. Build (activation + retention)2. Distribute (acquisition + referral)3. Make money (revenue)
    • TIPS OMTM(one metric that matters)
    • TIPSclassify your backlog(is this feature A, A, R, R or R?)
    • TIPS hard to prioritize?pretend you are “THE OMTM”.
    • TIPShow often? daily.Definitely not intraday. Better than weekly.
    • TIPS make measurement easy. otherwise, no one will do it.[dashboards, reports, queries library, goals configuration, funnel analysis tools]
    • TIPS mobile?same logic, different tools/metrics
    • questions?
    • STARTUPMETRICSfor dummy pirates rafaeldahis