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The Lean Startup - Startup Analytics

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Vorlesung 8. Juni 2016, Teil 4

Inhalte: Startup Analytics, Startups Metrics, Customer Funnel, Lean Dashboard, Experiments, Rapid Prototyping, MVP Minimum Viable Product

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The Lean Startup - Startup Analytics

  1. 1. Lean Startup Dr. Judith Gentz Fachhochschule Wedel | 8. Juni 2016 4 Startup-Analytics
  2. 2. 4 Startup Analytics Teil 1 Startup Analytics Teil 2 Till Kubelke und Daniel Hanelt im Gespräch Absolventen der FH Wedel und seit der Uni über 15 Jahre überzeugte Unternehmer
  3. 3. Validiertes Lernen ist ein Prozess, der empirisch nachweist, dass ein Team wichtige Wahrheiten über die gegenwärtigen und zukünftigen Geschäftsaussichten entdeckt hat. Quelle: Ries, Eric (2011): The Lean Startup. New York 2011
  4. 4. Validiertes Lernen Build MeasureLearn Experiment MetricHypothesis Quelle: Ries, Eric (2011): The Lean Startup. New York 2011
  5. 5. ? Was sind Metriken bei einem Startup? Visits Logins Satisfaction Clicks Usage Returns Shares Access Sign-ups Downloads Tell friends Payments Gross Profit ROI (Return on Invest) Life Time Value Churn Rate Conversionrates Month-on-month Growth Customer Acquisition Costs Cost per Action Active Users Revenue Recurring Revenue
  6. 6. Accessible Auditable Actionable 3 A‘s of metrics ties specific, repeatable actions to observed results can be understood by entire team go behind the numbers Quelle: Ries, Eric (2011): The Lean Startup. New York 2011
  7. 7. Einfache Charts Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012 http://de.slideshare.net/LeanStartupConf/ash-maurya-slides-2013
  8. 8. Fortschritt kommunizieren Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012
  9. 9. Problem/ Solution-Fit Product/ Market-Fit Scale Start here! Achieve this Traction Time Lean Startup Stages Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012
  10. 10. Problem/ Solution-Fit Product/ Market-Fit Scale Traction Time Lean Startup Stages Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012 Interviews Demos Videos Landing Page MVP Minimum Viable Product
  11. 11. Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012 Problem Interview Skript
  12. 12. 1. Persönliches Feedback z.B. via Blogs, Kunden-Interviews 2. Offene Fragen/zuhören, was Leute sagen z.B. via Communities 3. Kundenfeedback und Bedarfe ermitteln z.B. via Umfragen mit und ohne monetären Anreiz 4. Substanzielles Feedback durch Vorbestellungen z.B. via Crowdfunding Plattformen, Bestellungen 5. Kundenversprechen testen/Kundensegmente ermitteln z.B. via Test Ads Quelle: Teten, David (2015): 10 Experiments to Test Your Startup Hypothesis, http://www.entrepreneur.com/article/243528 Weitere Experimente Phase 1: Problem- Solution-Fit
  13. 13. 6. Nutzungs- und Verwendungsexperimente z.B. via A/B-Testings, Prototypen- Designs 7. Feedback über die Verwendung z.B. Gespräche mit echten Kunden über die Benutzung des Prototypen Quelle: Teten, David (2015): 10 Experiments to Test Your Startup Hypothesis, http://www.entrepreneur.com/article/243528 Experimente Phase 2: Product- Market-Fit
  14. 14. 8. Kundensegmentierung z.B. Verkaufsversprechen für welche Zielgruppen, Google Adwords- Analyse mit Kohorten- und Conversiontracking 9. Channel-Analyse (welcher Kanal erzielt die höchste Markttraktion) z.B. Cross-Promotion, Channel- Tests Influencer-Analyse 10. Weiterempfehlungen (mit und ohne monetären Anreiz) Quelle: Teten, David (2015): 10 Experiments to Test Your Startup Hypothesis, http://www.entrepreneur.com/article/243528 Experimente Phase 2: Product- Market-Fit
  15. 15. Build MeasureLearn Idea Code Data Quelle: http://theleanstartup.com/principles MVP Minimum Viable Product
  16. 16. A minimum viable product (MVP) is the "version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort“. Eric Ries
  17. 17. Minimum Viable Product Idea Creation Feature Priori- tisation Implement Feature Test Feature Collect Feedback & Data Customer Analysis Different Base Product Pivot
  18. 18. Time Test Software Test Business Model Software Product Concierge Product Hardware Product Physical Product Test Hardware Test Business ModelTest Software Launch MVP €€ Launch MVP In Anlehnung an: Chen, Elaine (2013): Lean Startup, Hardware Edition, http://de.slideshare.net/chenelaine/lean-startup-hardware-edition-20563840, S. 52
  19. 19. Video Trailer Concierge MVP Mechanical Turk Boomerang Analog/physical Dry-Wallet High Hurdle Lean Experiment Techniques Kramer, the Movie Expert Quelle: Cooper, Brant (2014): Lean Experiment Techniques, http://www.movestheneedle.com/enterprise-lean-startup-experiment-examples/
  20. 20. Experiment Report | Ash Maurya Background What are you trying to learn or achieve? Results Enter your qualitative/quantitative data. Validated Learning Summarize your learning from the experiment. [VALIDATED or INVALIDATED] Next Action What is the next experiment? Falsifiable Hypotheses Declare your expected outcome. Use this format: [Specific Repeatable Action] will [Expected Measurable Outcome] Details How will you setup this experiment? Title: [TITLE] Author: [NAME] Created: [DATE] Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012
  21. 21. Pirate Metrics Acquisition Activation Retention Referral Revenue Customer Funnel How do users find you? Do users have a great first experience? Do users come back? Do users tell others? How do you make money? Quelle: McClure, Dave (2007) Startup Metrics for Pirates.
  22. 22. 5 Step Web-Startup Metric Model Activation Acquisition Referral Retention Revenue AARRR Quelle: McClure, Dave (2007) Startup Metrics for Pirates.
  23. 23. 1. Problem/Solution-Fit Activation & Retention 2. Product/Market-Fit Acquisition & Referral 3. Skalierung Revenue & Profitability Prozess Quelle: McClure, Dave (2007) Startup Metrics for Pirates.
  24. 24. Activation 1st visit happy experience Homepage/ Landing Page Product Features Was machen die Nutzer bei Ihrem ersten Besuch? Schlüssel-Metriken − Pages per visit − Time on site − Conversions Quelle: McClure, Dave (2007) Startup Metrics for Pirates.
  25. 25. Retention come back multiple usage Warum kommen Nutzer zurück und wie oft? Schlüssel-Metriken − Quelle der Wiederkehrer − Wiederkehrrate − Conversions − Nutzerloyalität − Session-Länge E-Mails, Alerts System-Events, Time- based features Blogs, RSS, News Feeds Quelle: McClure, Dave (2007) Startup Metrics for Pirates.
  26. 26. Acquisition come from various channels Wo kommen die Nutzer her? Schlüssel-Metriken je Quelle − Anzahl Nutzer − Kosten − Conversion SEO SEM Social Networks PR Blogs Campaigns, Contents Biz DevDirect, Tel,TV Domains Apps, Widgets E-Mail Affiliates Quelle: McClure, Dave (2007) Startup Metrics for Pirates.
  27. 27. Referral like product enough refer to others Wie empfehlen Nutzer das Produkt weiter? Schlüssel-Metriken − % Einladungen X − # Einladungen Y − % akzeptierte Einladungen Z Viral Growth Factor = X*Y*Z Viral Loops E-Mail Widgets Affiliates Contests Quelle: McClure, Dave (2007) Startup Metrics for Pirates.
  28. 28. Revenue monetization behavior Wie verdiene ich Geld? Schlüssel-Metriken − Minimum Umsatz − Break-even Umsatz − Profitabilität Ads, Lead Generation, Subscriptions, Ecommerce Biz Dev Quelle: McClure, Dave (2007) Startup Metrics for Pirates.
  29. 29. Beispiel Stage Conversion Status Conv. % Est. Value Acquisition Visitors on Site/Widget/Landing Page (2+ pages, 10+ sec, 1+ clicks = don‘t abandon) 60% $ 0.05 Activation „Happy“ 1st visit; Usage/Signup (clicks/time/pages, email/profile reg, feature usage) 15% $ 0.25 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 g factor > 1 1% $ 5 Revenue User pay; Generate $$$ (first rev, break-even, target profitability) 1% $ 50 Quelle: McClure, Dave (2007) Startup Metrics for Pirates.
  30. 30. EXPERIMENT QUEUE Lean Dashboard | Ash Maurya Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012 SUCCESS METRICS CURRENT METRICS EXPERIMENTS PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS BUILD MEASURE LEARN AARRRKEY METRICS REVENUE STREAMS EXPERIMENT REPORT
  31. 31. EXPERIMENT QUEUE Lean Dashboard | Ash Maurya Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012 SUCCESS METRICS CURRENT METRICS EXPERIMENTS PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS BUILD MEASURE LEARN 20 Customers 200 Customers 2,000 Customers 8 weeks from now 1.5 years from now 3 years from now Acquisition Activation Revenue Retention Referral 1,000 100% 800 80% 400 50% 200 50% 200 25% $ 20,000 MRR Oct 1 1-Page SaaS Metrics will resonate strongly 1 Experiment Title 2 Experiment Title 3 Experiment Title 4 Experiment Title 5 Experiment Title 1 Experiment Title 2 Experiment Title 3 Experiment Title 4 Experiment Title 5 Experiment Title 6 Experiment Title 7 Experiment Title Experiment Title Aug 14 Experiment Title Aug 20 Experiment Title Aug 21 Experiment Title Jul 30 Experiment Title Aug 3 Experiment Title Jul 27
  32. 32. Till Kubelke und Daniel Hanelt im Gespräch Absolventen der Hochschule und Entrepreneure seit der Uni
  33. 33. Vielen Dank.
  34. 34. Prozess Startup Analyse Product Strategy Vision Why How What Quelle: Ries, Eric (2011): The Lean Startup. New York 2011; Sinek, Simon (2009): Start With Why: How Great Leaders Inspire Everyone to Take Action
  35. 35. Lean Stack Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012 1 Lean Canvas 2 Lean Dashboard 3 Experiment Report Why How What

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