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Metrics that every startup should know

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Презентация на Lviv IT Arena 2014 про метрики для стартапов.

Больше информации на http://saasdojo.com

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Metrics that every startup should know

  1. 1. Metrics that every startup should know Alexey Orap, CEO (Chief Executive Optimist) YouScan & LeadScanr
  2. 2. Why metrics What to measure How to measure Mistakes to avoid
  3. 3. Who’s this guy Alexey?! Applied Math, Cybernetics Faculty, Taras Shevchenko Kyiv National University Executive MBA, kmbs ex Nortel, Alcatel-Lucent, Yandex.Ukraine co-founder at Contactis co-founder & CEO at YouScan, LeadScanr author at SaaS Dojo blog (saasdojo.com)
  4. 4. Why metrics 1. Measure success 2. Develop your product ? 3. Know your runway 4. Talk to investors
  5. 5. What to measure Type of metric Qualitative Quantitative Stage Pre-product/market fit Customer feedback Customer surveys Scale and expansion MRR, Churn, LTV, CAC
  6. 6. Pirate metrics
  7. 7. AARRR framework
  8. 8. Before product/market fit
  9. 9. What exactly is Activation? • First time when user gets real value from your product • Depends on your product and usage scenario • Can happen really soon after the registration (simpler products) or weeks later (complex products). Examples: - User buys 5 leads (LeadScanner.ru) - same day after the registration - User enters a lot of financial data and creates his first report (some online accounting tool) - weeks after the registration
  10. 10. x 5 times = Activation
  11. 11. Bad metrics & good metrics Do not focus on vanity metrics: Pageviews Time on site Visits Followers Number of downloads..
  12. 12. Good (actionable) metrics Funnels A/B tests Cohort reports Per-unit metrics Linked to people Image: Ash Maurya
  13. 13. Your main equation: CAC < LTV CAC: Customer Acquisition Cost LTV: Lifetime Value
  14. 14. An out of balance business model Image by David Skok
  15. 15. A well balanced business model
  16. 16. Example for SaaS business model CAC = $ 1,200 ARPU = $ 400 / month Months to recover CAC: 3 LTV = $ 8,000
  17. 17. Example for SaaS business model CAC = $ 1,200 ARPU = $ 400 / month Months to recover CAC: 3 LTV = $ 8,000
  18. 18. Know thy user
  19. 19. Behavioral analytics improves: 1. Product development 2. Customer acquisition 3. Customer retention
  20. 20. Install today: • Intercom • Mixpanel • KISSMetrics Comparison: saasdojo.com/index.php/analytics-tools/
  21. 21. Five mistakes to avoid 1. Measure everything
  22. 22. Five mistakes to avoid 1. Measure everything 2. Offline reports
  23. 23. Five mistakes to avoid 1. Measure everything 2. Offline reports 3. Do it manually
  24. 24. Five mistakes to avoid 1. Measure everything 2. Offline reports 3. Do it manually 4. Finances could wait
  25. 25. Five mistakes to avoid 1. Measure everything 2. Offline reports 3. Do it manually 4. Finances could wait 5. Only numbers
  26. 26. Numbers may be misleading Double-check your data and trust your intuition
  27. 27. Thank you! P.S. We are hiring J Alexey Orap, CEO (Chief Executive Optimist) YouScan & LeadScanr

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