Startup Metrics 4 Pirates (DogPatch Labs, Boston, March 2010)
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Startup Metrics 4 Pirates (DogPatch Labs, Boston, March 2010)
- 1. Startup Metrics for Pirates: AARRR! Dogpatch Labs Boston, March 2010 Dave McClure @DaveMcClure 500 Hats / Founders Fund http://www.500hats.com http://500hats.typepad.com http://slideshare.net/dmc500hats HashTags: #DPL #aarrr
- 5. [Pardon The Blatant Commercial]
- 7. Personal Investments (21 deals, 2004-2010, ~$20K avg) LinkDex oneforty Networked Blogs MyGengo Votizen
- 8. Professional Investments (43 deals, Dec 2008 – Mar 2010, ~$75K avg) fbFund Incubator 22 deals ($850K) ~$15-75K FF Angel LLC 21 deals ($2M) ~$50-250K
- 13. Minimize TOTAL time through the loop LEARN BUILD MEASURE IDEAS CODE DATA Source: Eric Ries Startup Lessons Learned
- 14. The Startup Pyramid (Sean Ellis, Startup-Marketing.com) [email_address] Blog: startup-marketing.com
- 15. Design, Optimize for Conversion
- 17. Discover Meaning What Do Users Care About Enough to Fuck or Kill ? Kathy Sierra: “ Creating Passionate Users”
- 19. The Faces, The MotherF ** king Faces … Or, a BIG -ass Butt[on]
- 23. AARRR!: 5-Step Startup Metrics Model Website.com R evenue $$$ Biz Dev Ads, Lead Gen, Subscriptions, ECommerce A CQUISITION SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains R etention Emails & Alerts System Events & Time-based Features Blogs, RSS, News Feeds
- 28. TeachStreet Metrics v1: Eye Chart Madness
- 31. Example Conversion Dashboard (note: *not* actuals… your mileage may vary) Stage Conversion Status Conv. % Est. Value (*not* cost) Acquisition Visitors -> Site/Widget/Landing Page (2+ pages, 10+ sec, 1+ clicks = don’t abandon) 60% $.05 Activation “ Happy” 1 st Visit; Usage/Signup (clicks/time/pages, email/profile reg, feature usage) 15% $.25 Retention Users Come Back; Multiple Visits (1-3x visits/mo; email/feed open rate / CTR) 5% $1 Referral Users Refer Others (cust sat >=8; viral K factor > 1; ) 1% $5 Revenue Users Pay / Generate $$$ (first txn, break-even, target profitability) 2% $50
- 41. Appendix
- 60. Website.com Focus on driving referrals * after * users have a “ happy ” experience; avg score >= 8 out of 10 Referral Acquisition SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains Retention Emails & Alerts System Events & Time-based Features Blogs, RSS, News Feeds
- 65. Website.com Revenue This is the part *you* still have to figure out… (we don’t know jack about your business) R evenue $$$ Biz Dev Ads, Lead Gen, Subscriptions, ECommerce Acquisition SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains Retention Emails & Alerts System Events & Time-based Features Blogs, RSS, News Feeds
Editor's Notes
- I know, too many bullets…
- BUILT TO LEARN This is the core feedback loop that powers startups. Their goal is not to optimize the time it takes to do any one of these steps. There are many specific practices that can power lean startups, and we’ll cover a few in this presentation. But more important than any specific practice is this core idea: startups should be built to learn.
- If you don’t remember anything else, perhaps this graphic & the next 2-3 might be useful.
- Qualitative: SurveyMonkey (surveys), CrazyEgg (heatmap), TechSmith Morae / UserVue (ux recording), RobotReplay, TapeFailure. Quantitative: Google Analytics (free), MyBlogLog, ClickTracks, Index Tools, Visual Sciences / Webside Story, Omniture, WebTrends, etc. Comparative: Google Website Optimizer, SiteSpect, Optimost, Offermatica, Vertster, Kefta. Competitive: Quantcast, Compete.com, Alexa, Hitwise, Comscore, Nielsens. see more info at: http://webanalyticsassociation.com/ (WAA) http://kaushik.net/ (Avinash Kaushik) http://grokdotcom.com/ (Eisenbergs) http://www.emetrics.org/ (Jim Sterne)