1. © jesperforslund.se
© Jesper Forslund
jesperforslund.se
Metrics
From a product development and business
growth perspec<ve
Presented @ Chalmers Ventures, Startup Camp
2016-03-30

2. About me
Captain Of Opera<on @ SpeedLedger
Captain of the jury @ Venture Cup
Mentor @ Connect Väst
Cross func6onal business ninja with a metric driven approach to growth

3. About
Try it out @ speedledger.se
SaaS growth company providing the best
accoun<ng product based on automa<on and simplicity
- empowered with accoun<ng support!
All at a fixed price :)

4. Why metrics are important
Ask Larry Smarr!

5. Why are we here!
You (think you) have
an awesome product.
You need customers…
… that loves your product!
(also known for product<3market fit)
So you can
make money…
… and pay
for the business
opera<on
+ + → >

6. How to build products
BUILD
MEASURELEARN

7. Why we measure
we measure to gain insights so we can learn,
so in order to measure we need to know
what we expect to learn
- simply which hypothesis have we built upon
and how can we confirm it

8. 2 approaches
Talk to
customers
Measure
ac<vity
Number of customersSome Humongous
Focus on
Product/Market fitYes Key stuff
Focus on
Scale
Some<mes Yes

9. KPIs vs Metrics
http://adambriggs.ca/illustration/#/illustration/ice-burg/
KPI
Metrics

10. Any examples? Sure!

11. Impact of product changes
Cohort report
real example - fake data

12. Impact of product changes

13. Cohort report
Measure conversion over <me for a specific cohort
Good for tracking product CHANGES
Funnel report
Measure conversion between mul<ple steps
Good for tracking product FLOWS

14. Product flow
Can you find varia<ons
between segments?!

15. Do this:
• Count number of new users in this journey
• Funnel report: Conversion between each step
• Talk to dead users
• Ask successful users what almost killed them
Customer journey
?
! :)

16. Metrics for growth
image credit: uberoff202 ff/flickr/cc

17. Metrics depending on business model
One revenue
per order
Recurring revenue
per order
Exempel:
(E-)commerce,
consultants,
customer projects.
Exempel:
subscrip6on,
SaaS.
Customer Growth
Churn
CAC och LTV
Revenue Growth
Exempel:
Customer project including
maintenance.
Sales forecast
Margins on delivery
Customer loyalty
Revenue Growth

18. Key metrics for startups
Product Market Fit
Promising sales
channel
Customer Success
Usage / Engagement
Profitable and
repeatable business
model
Scale it
Growth # customers
ARPU
Churn
NPS
Customer Success
Usage / Engagement
Growth # customers
ARPU
Churn
NPS
Customer Success
Usage / Engagement
CAC per channel
MRR
Payback 6me

19. The key product ques<on
How would you feel if you could no longer use [product]?
1 Very disappointed
2 Somewhat disappointed
3 Not disappointed (it isn’t really that useful)
4 N/A – I no longer use [product]
How many are very disappointed?
Above 40% →
Below 40% →

20. NPS
How likely is it that you would
recommend [brand] to a friend or colleague?
Detractors Neutral Promoters
NPS calcula<on:
% promoters - % detractors
Above 30 → Good
Below 30 → Bad

21. Visualise!
Easy and fun with
geckoboard.com
Key metrics should always be
visible for the team and everyone
must understand the goal and the
current state.

22. Once again
1.
High volume of users increase the need for
“measure with metrics”.
2.
Use cohort reports and funnel reports.
3.
Trac6on and engagement is key for product usage growth.

23. Final word….
Growth is about learning
so we can understand what works and not
!
Feedback is the core of learning
!
Talk to customers AND set up your metrics

24. Ques<ons?
hRps://www.flickr.com/photos/derek_b/

25. hRps://www.flickr.com/photos/derek_b/
More about metrics and how to hack growth?
hello@jesperforslund.se jesperforslund.se
hRps://www.flickr.com/photos/tom-margie/3001927566