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THE UNOFFICIAL SIMPSONS GUIDE TO STARTUP MARKETING METRICS 
Elan Mosbacher | @mosbacher
ELAN MOSBACHER | @mosbacher “Mosbacher . . . that’s a dumb name.” - Bart Simpson 
Elan Mosbacher | @mosbacher
AGENDA: STARTUP METRICS 
Investors 
Management 
Marketing 
Elan Mosbacher | @mosbacher
INVESTOR METRICS 
Elan Mosbacher | @mosbacher
INVESTOR METRICS 
•Market Size 
•People + Process + Technology 
•Top-Line Growth (e.g. Revenue, active users) 
•Lifetime V...
MANAGEMENT METRICS 
Elan Mosbacher | @mosbacher
MANAGEMENT OPERATIONAL METRICS 
y = x1 + x2 + x3 
Elan Mosbacher | @mosbacher
MARKETING METRICS
STARTUP PARKING METRICS: “AARRR” 
Acquisition 
Activation 
Retention 
Referral 
Revenue
Step 1: Acquisition 
Elan Mosbacher | @mosbacher
Step 1: Acquisition Ways To Get To Users To Your Website or App 
Search Engine Optimization 
Pay-Per-Click Advertising 
Pu...
Step 2: Activation 
Elan Mosbacher | @mosbacher
Step 2: Activation How To Get Users To Sign Up 
Compelling Value Proposition 
UX + Design 
A/B Testing 
Conversion Rate Op...
Step 3: Retention 
Elan Mosbacher | @mosbacher
Step 3: Retention How To Get Users To Come Back 
•Sticky product 
•Email reminders 
•Push notifications 
•Annual contracts...
Step 4: Referral 
Elan Mosbacher | @mosbacher
Step 4: Referral How to get users to tell their friends 
•Awesome product 
•Viral loop 
•Refer-a-friend program 
Elan Mosb...
Step 5: Revenue 
Elan Mosbacher | @mosbacher
Step 5: Revenue Ways To Make Money 
•Advertising: Google, Hulu, Pandora 
•Commerce: Zappos, Groupon, iTunes 
•Subscription...
Next Steps: 
1.Share these slides 
2.Follow @mosbacher for similar content 
Elan Mosbacher | @mosbacher
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The Unofficial Simpsons Guide To Startup Marketing Metrics - Elan Mosbacher

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The Unofficial Simpsons Guide To Startup Marketing Metrics is a trimmed down outline of the board, management & marketing level startup metrics I presented to MBA students at Kellogg on 10/28/2014. This is a high level guide to some of the numbers your should be paying attention to when you invest in, run or work at a startup company.

Published in: Business
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The Unofficial Simpsons Guide To Startup Marketing Metrics - Elan Mosbacher

  1. 1. THE UNOFFICIAL SIMPSONS GUIDE TO STARTUP MARKETING METRICS Elan Mosbacher | @mosbacher
  2. 2. ELAN MOSBACHER | @mosbacher “Mosbacher . . . that’s a dumb name.” - Bart Simpson Elan Mosbacher | @mosbacher
  3. 3. AGENDA: STARTUP METRICS Investors Management Marketing Elan Mosbacher | @mosbacher
  4. 4. INVESTOR METRICS Elan Mosbacher | @mosbacher
  5. 5. INVESTOR METRICS •Market Size •People + Process + Technology •Top-Line Growth (e.g. Revenue, active users) •Lifetime Value : Customer Acquisition Cost •Payback Elan Mosbacher | @mosbacher
  6. 6. MANAGEMENT METRICS Elan Mosbacher | @mosbacher
  7. 7. MANAGEMENT OPERATIONAL METRICS y = x1 + x2 + x3 Elan Mosbacher | @mosbacher
  8. 8. MARKETING METRICS
  9. 9. STARTUP PARKING METRICS: “AARRR” Acquisition Activation Retention Referral Revenue
  10. 10. Step 1: Acquisition Elan Mosbacher | @mosbacher
  11. 11. Step 1: Acquisition Ways To Get To Users To Your Website or App Search Engine Optimization Pay-Per-Click Advertising Public Relations Content Marketing Display Advertising CPM / CPC / CPL / CPA Social Advertising: Facebook, LinkedIn, Twitter Social Media Partnerships With Upstream Vendors Manual Outreach Inbound Marketing Elan Mosbacher | @mosbacher
  12. 12. Step 2: Activation Elan Mosbacher | @mosbacher
  13. 13. Step 2: Activation How To Get Users To Sign Up Compelling Value Proposition UX + Design A/B Testing Conversion Rate Optimization Benefits vs. Features Clear Call-to-Action (e.g. Press Any Key) Resources: Whitepapers, case studies, guides Elan Mosbacher | @mosbacher
  14. 14. Step 3: Retention Elan Mosbacher | @mosbacher
  15. 15. Step 3: Retention How To Get Users To Come Back •Sticky product •Email reminders •Push notifications •Annual contracts •Loyalty Program Elan Mosbacher | @mosbacher
  16. 16. Step 4: Referral Elan Mosbacher | @mosbacher
  17. 17. Step 4: Referral How to get users to tell their friends •Awesome product •Viral loop •Refer-a-friend program Elan Mosbacher | @mosbacher
  18. 18. Step 5: Revenue Elan Mosbacher | @mosbacher
  19. 19. Step 5: Revenue Ways To Make Money •Advertising: Google, Hulu, Pandora •Commerce: Zappos, Groupon, iTunes •Subscription: Salesforce, Shopify, Dropbox •Peer-to-Peer: Lending Club, TaskRabbit, Etsy •Transaction Processing: Paypal, Braintree •Licencing: Sesame Street, Sencha, Adobe •Data: ComScore, Chango •Mobile: WhatsApp, AdMob, SpotHero •Gaming: Zynga, World of Warcraft Elan Mosbacher | @mosbacher
  20. 20. Next Steps: 1.Share these slides 2.Follow @mosbacher for similar content Elan Mosbacher | @mosbacher

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