Getting your product out of your heads and into the hands and hearts of users.
The slides from my startup marketing class at General Assembly, November 2012.
27. PRODUCT-MARKET FIT
How disappointed would
you be if you could no
longer use [our service]?
• Very disappointed
• Somewhat disappointed
• Not disappointed at all
40%
Very disappointed
SOURCE: http://startup-marketing.com/the-startup-pyramid/
34. USER TESTING & REAL WORLD FEEDBACK
SEPARATOR
Some useful tools:
• Usertesting.com
• Loop11
• http://usabilla.com/
• http://fivesecondtest.com/
35. HALF THE MONEY I SPEND
ON ADVERTISING IS WASTED;
THE TROUBLE IS I DON'T
KNOW WHICH HALF.
John Wanamaker
36. SCALING EFFECTIVELY.
LTV
ROI = CPA
Lifetime Value
Average spend * Purchase frequency *
Lifespan * Profit Margin
37. COHORT ANALYSIS
Cohort Period 0 Period 1 Period 2 Period 3 Total
Week 1 100 50 20 15 100
Week 2 200 30 10 250
Week 3 150 80 200
Week 4 500 605
38. YOU CAN MEASURE FOR...
.... basically anything and everything
But pick the top 5 relveant metrics for your business + focus
E.g.
• Retention
• Upgrade & Cross-sell
• Activation
• Social or Engagement measures
Slice it by platform, region, channel, segment...
Some useful tools:
• KissMetrics
• Performable
• MixPanel
• Spreadsheets!