This document contains notes from Xavi Beumala, the co-founder and CEO of Marfeel. It discusses the importance of analytics and product performance for startups. Key points include: having data to back up opinions, identifying the main feature of the product and building around it, analytics being part of the company culture not just a task, knowing how users are and aren't using the product/features, identifying the path to success and removing distractions, automating reports but focusing on qualitative not just quantitative data, and using metrics to understand what is working but also the reasons why.