Introduction into the research project BerlinStartupInsights, current state of research

1. BerlinStartupInsights
A Research Project for Metrics oriented
Business Model Development for Startups and SME‘s
Presentation
Lean Startup Meeting
Made by
Team BerlinStartupInsights
Christian Tegge and Birte Schaper
Date
28 February 2013

2. Vision
Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013 Site 2

3. Partner
Funded by:
Research
Partner:
Additional
Project
Partner:
Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013 Site 3

4. Data-Information-Knowledge Cycle
Source: Vinson (2013) http://blog.jackvinson.com/images/amitch
ell_20DIK_20reality_20map.JPG
Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013 Site 4

5. Current State of Research
Lean Startup Methodology
Customer Problem + Product Features are Unknown
Source: Blank (2010)
Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013 Site 5

6. Current State of Research
Lean Analytics Focus Area
Source: Croll and Yoskowitz (2012)
Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013 Site 6

7. Kiss Metrics
9 Metrics your Startup should know
1 Customer Acquisition Cost
2 Retention
3 Churn
4 Lifetime Value
5 Product Metabolism
6 Viral Coefficient
7 Revenue
8 Activation
9 Referral
Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013 Site 7

8. Metrics and Web Tracking Tools
A few Examples
Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013 Site 8

9. Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013 Site 9

10. Research Project
Understanding the data-driven Decision Making Process
Which are the relevant KPIs internet startups
should look at?
How to gain insights from the data?
Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013 Site 10

11. Expert Workshop 14.3.2013
Four Perspectives on the Use of Metrics
• Venture Capitalists, e.g. Early Bird
• Business Angels, e.g. Knut Scholz
• Scientists, e.g. HWR, HIIG
• Startups, e.g. wooga
?
Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013 Site 11

12. Further Research
Finding a Pattern
How does the use of metrics change with…
• … the startup stage?
• … the revenue model?
• … the startup type?
• Online survey with startups and experts
• Summer 2013
• Statistical analysis
Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013 Site 12

13. www.BerlinStartupInsights.de
Become our fan on Facebook

14. Metrics and Measurement
Qualitative: Usability Testing / Session Monitoring
 Watch what users do, figure out problems & solutions from small #
of users
Quantitative: Traffic Analysis / User Engagement
 Report what users do, track usage & conversion %'s for all or
empirical sample # of users
Comparative: A/B, Multivariate Testing
 Compare what users do in one scenario vs another, see which
copy/graphics/UI are most effective
Competitive: Monitoring & Tracking Competitors
 Track competitor activity & compare against yours; if possible
compare channels, keyword traffic, demographic targeting, user
satisfaction, etc.
Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013 Site 14