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Lean Analytics by Marvin

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Lean Analytics by Marvin

  1. 1. @agatestudio Lean Analytic Marvin Clerics Agate Studio
  2. 2. @agatestudio Lean Analytics: Using data to build a better startup faster TDS – 12 April 2014 Lee Marvin- lee.marvin@agategames.com
  3. 3. @agatestudio WHAT IS LEAN ANALYTICS?
  4. 4. @agatestudio What is Lean Analytics? Make what you can sell, don’t sell what you can make
  5. 5. @agatestudio What is Lean Analytics? (cont’d)
  6. 6. @agatestudio THE LEAN ANALYTICS FRAMEWORK
  7. 7. @agatestudio Lean Analytics Stages Empathy • I’ve found a real, poorly-met need a reachable market faces Stickiness • I’ve figured out how to solve the problem in a way they will adpot and pay for Virality • I’ve built the righ product/features/functionality that keeps users around Revenue • The users and features fuel growth organically and artificially Scale • I’ve found a sustainable, scalable business with right margin in a healthy ecosystem
  8. 8. @agatestudio Empathy Stage: Localmind hacks Twitter • Needed to find out if a core assumption-strangers answering questions – was valid • Ran Twitter Exeriment instead of writing code • Asked senders of geolocated Tweets from Times Square random questions; counted response rate • Conclusion: high enough to proceed
  9. 9. @agatestudio Stickiness: qidiq streamlines invites Survey owner adds recipient to group Survey owner asks questions Recipient gets invite Recipient installs mobile app Recipient creates account Recipient reads survey question Recipient responds to question Recipient sees survey results Survey owner adds recipient to group Survey owner asks questions Recipient gets invite Recipient installs mobile app Recipient creates account Recipient reads survey question Recipient responds to question Recipient sees survey results 10-25%ResponseRate 70-80%ResponseRate
  10. 10. @agatestudio Who is worth more? A B present Lifetime: $200 Lifetime: $200
  11. 11. @agatestudio Virality Stage Users Viral Coefficient Churn & abandonment x - > 1 • How to calculate viral coefficient: • 2000 users sent 5000 invitation • Your invitation rate = 2,5 • Every ten invitations get 1 sign ups • Your acceptance rate = 0,1 • Multiply the two,you have viral coefficient 0,25 • Every customer you add will add an addition 25% of customer
  12. 12. @agatestudio Revenue Stage: Backupify’s Customer Acquisition Payback • Initially focused on site visitors • Then focused on trials • Then switched to signus • Early 2010, CAC was $243 and ARPU was only $ 39 – Pivoted target business users – CLV-to-CAC today is 5-6x • Metrics: Customer Acquisition Payback – Target is less than 12 months
  13. 13. @agatestudio CLV calculation 25% Monthly Churn 100/25=4 The average customers lasts 5% Monthly Churn 100/5=20 The average customers lasts 2% Monthly Churn 100/2=50 The average customers lasts
  14. 14. @agatestudio Scale Stage: Incremental order cost Fixed Cost
  15. 15. @agatestudio Six Tech-Business Archetype E- commerce 2 Sided Market SaaS Mobile App User-gen content Media
  16. 16. @agatestudio Lean Analytics Framework Empathy Stickiness Virality Revenue Scale E- commerce 2 Sided Market SaaS Mobile App User gen- content Media Model + Stages = One Metrics that Matters
  17. 17. @agatestudio Moz cuts down on metrics • SaaS-based SEO toolkit in the scale stage, Focus on net adds – Net adds up: – Net adds flat: – Net adds down: Was a marketing campaign successful? Were customer complaints lowered? Was a product upgrade valuable? Can we acquire more valuable customers? What product features can increase engagement? Can we improve customer support? Are the new customers not in the right segment? Did a marketing campaign fail? Did a product upgrade fail somehow? Is customer support failing apart?
  18. 18. @agatestudio Lean Analytics Framework (detailed)
  19. 19. Thank You Bit.ly/BigLeanTable

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