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Chris Chan
@c2reflexions
Chris Chan | @c2reflexions
Chris Chan | @c2reflexions
Actionable
Chris Chan | @c2reflexions
The only metrics a
company should invest
energy in collecting are
those that help them
make decisions
Chris Chan | @c2refl...
The three A’s of
metrics are:
Actionable,
Accessible, and
Auditable
- Eric Ries
Chris Chan | @c2reflexions
“AARRR”
Chris Chan | @c2reflexions
Acquisition
Activation
Retention
Revenue
Referral
Chris Chan | @c2reflexions
Acquisition
Is all about getting users
“Oh look, the Scumm Bar looks good, let’s go in”
Chris Chan | @c2reflexions
Activation
This is where your user’s enjoy their first visit and have
a “happy” experience
“Aarrr, this beer is good!!”
Ch...
Retention
If the user comes back you’ve retained
them
“I’m going back to the Scumm Bar for
another beer”
Chris Chan | @c2r...
Revenue
The user spends some money or can be connected to
revenue generation; this is what really counts
“Time to settle u...
Referral
Users now like your product enough to tell others
“You should visit the Scumm Bar”
This is how you grow
Chris Cha...
Acquisition
Activation
Retention
Revenue
Referral
User is interested
User signs up and completes key activity
User comes b...
Chris Chan | @c2reflexions
Hopeful
Activation Revenue
Happy Customer
Retention
Passionate
Referral
The funnel is non-linea...
Remember “AARRR”
Acquisition
Activation
Retention
Revenue
Referral
Chris Chan | @c2reflexions
ExplorationExploitation
Chris Chan | @c2reflexions
@c2reflexions
c2reflexions.com
Image attributions
• Slide 1: Wikipedia
• Slide 2: i.ytimg.com/vi/2qm7b1GCQ74/maxresdefault.jpg
• Slide 3: www.moviesivese...
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Pirate Metrics

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Lightning Talk on an introduction to the Pirate Metrics based on Dave McClure's startup metrics - AARRR (Aquisition, Activation, Retention, Revenue, Referral) related to customer development and innovation. First presented at LAST Conference 2016

Published in: Business
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Pirate Metrics

  1. 1. Chris Chan @c2reflexions
  2. 2. Chris Chan | @c2reflexions
  3. 3. Chris Chan | @c2reflexions
  4. 4. Actionable Chris Chan | @c2reflexions
  5. 5. The only metrics a company should invest energy in collecting are those that help them make decisions Chris Chan | @c2reflexions
  6. 6. The three A’s of metrics are: Actionable, Accessible, and Auditable - Eric Ries Chris Chan | @c2reflexions
  7. 7. “AARRR” Chris Chan | @c2reflexions
  8. 8. Acquisition Activation Retention Revenue Referral Chris Chan | @c2reflexions
  9. 9. Acquisition Is all about getting users “Oh look, the Scumm Bar looks good, let’s go in” Chris Chan | @c2reflexions
  10. 10. Activation This is where your user’s enjoy their first visit and have a “happy” experience “Aarrr, this beer is good!!” Chris Chan | @c2reflexions
  11. 11. Retention If the user comes back you’ve retained them “I’m going back to the Scumm Bar for another beer” Chris Chan | @c2reflexions
  12. 12. Revenue The user spends some money or can be connected to revenue generation; this is what really counts “Time to settle up lads” Chris Chan | @c2reflexions
  13. 13. Referral Users now like your product enough to tell others “You should visit the Scumm Bar” This is how you grow Chris Chan | @c2reflexions
  14. 14. Acquisition Activation Retention Revenue Referral User is interested User signs up and completes key activity User comes back and uses the product User converts to a paying customer User shares with others Dave McClure UnwareVisitor Passionate, Happy Customer Chris Chan | @c2reflexions
  15. 15. Chris Chan | @c2reflexions Hopeful Activation Revenue Happy Customer Retention Passionate Referral The funnel is non-linear Aware & interested Acquisition Customer Factory
  16. 16. Remember “AARRR” Acquisition Activation Retention Revenue Referral Chris Chan | @c2reflexions
  17. 17. ExplorationExploitation
  18. 18. Chris Chan | @c2reflexions
  19. 19. @c2reflexions c2reflexions.com
  20. 20. Image attributions • Slide 1: Wikipedia • Slide 2: i.ytimg.com/vi/2qm7b1GCQ74/maxresdefault.jpg • Slide 3: www.moviesiveseen.co.uk/2016/02/zoolander-2001.html • Slide 4: Southpark TV Show • Slide 16: blogs.voices.com • Secret of Monkey Island screenshots: LucasArts Entertainment

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