The document announces upcoming networking events for product leaders, including webinars and in-person sessions on topics like UX design, customer insights, and product management in agile environments. Details like dates, locations, and speaker bios are provided for each event. Registration information and links to past session videos are available on the listed website.
This presentation talks about the challenges in building and operating a SaaS solution from an ISVs perspective.
We have also proposed some of the solutions that can help in overcoming the challenges and how Cello features can be used in implementing the solutions.
Customer Success Summit Keynote
Presented by: Thomas Lah, Executive Director, TSIA
Customer success has become one of the hottest capabilities technology companies find themselves investing in today. For technology-as-a-service providers, customer success potentially holds the key to retaining customers and expanding customer relationships. However, TSIA has been inundated with inquiries from member companies that are struggling to deliver customer success at scale.
In this closing keynote, TSIA executive director Thomas Lah will leverage recent benchmark data and industry observations to outline a seven-step approach to establishing and scaling a customer success capability. From the charter to the financial model to enabling technology, Thomas will provide practical frameworks customer success organizations can leverage as they grow.
Many corporations recognize their future depends on digital transformation. Earley Information Science outlines the 4 step process for building a roadmap to transformation.
Agile Marketing: Managing Marketing in a World of Constant Changeion interactive
Learn how an agile approach to marketing management may be the single most valuable decision your organization can make. Plus, examples of successful agile marketing for content marketing, social media & conversion optimization.
Right on Pivot, 2021
2 out of 5 unicorns today pivoted at least once in their journey. This document digs deeper to understand the art and science of successful pivots.
Here is what's inside:
What is a pivot? Is it only for startups? Is it only for tech?
Is a pivot something I need to consider for my organization?
Who pivoted and how?
How do I do a pivot the right way?
It contains showcases & deep-dives of some of the best known brands like Dropbox, Flickr, Instagram, Microsoft, Netflix, Practo, Shopify, Udaan, YouTube, Zetwerk.
This presentation talks about the challenges in building and operating a SaaS solution from an ISVs perspective.
We have also proposed some of the solutions that can help in overcoming the challenges and how Cello features can be used in implementing the solutions.
Customer Success Summit Keynote
Presented by: Thomas Lah, Executive Director, TSIA
Customer success has become one of the hottest capabilities technology companies find themselves investing in today. For technology-as-a-service providers, customer success potentially holds the key to retaining customers and expanding customer relationships. However, TSIA has been inundated with inquiries from member companies that are struggling to deliver customer success at scale.
In this closing keynote, TSIA executive director Thomas Lah will leverage recent benchmark data and industry observations to outline a seven-step approach to establishing and scaling a customer success capability. From the charter to the financial model to enabling technology, Thomas will provide practical frameworks customer success organizations can leverage as they grow.
Many corporations recognize their future depends on digital transformation. Earley Information Science outlines the 4 step process for building a roadmap to transformation.
Agile Marketing: Managing Marketing in a World of Constant Changeion interactive
Learn how an agile approach to marketing management may be the single most valuable decision your organization can make. Plus, examples of successful agile marketing for content marketing, social media & conversion optimization.
Right on Pivot, 2021
2 out of 5 unicorns today pivoted at least once in their journey. This document digs deeper to understand the art and science of successful pivots.
Here is what's inside:
What is a pivot? Is it only for startups? Is it only for tech?
Is a pivot something I need to consider for my organization?
Who pivoted and how?
How do I do a pivot the right way?
It contains showcases & deep-dives of some of the best known brands like Dropbox, Flickr, Instagram, Microsoft, Netflix, Practo, Shopify, Udaan, YouTube, Zetwerk.
Agilia Budapest - Driving Business Decisions with Pirate MetricsOri Bendet
One of the major problems of developing new products is the fact that we assume how our users will use it. We try to think like our users and anticipate what they will do. We usually trust our gut feelings rather than real data. We think, hence we know. In today’s world of constant change – we can’t allow ourselves any crucial mistakes or wrong assumptions as it will lead to abandonment of users. Users expect nothing less than perfect when interacting with new apps and will leave immediately if they don’t understand it or have a bad experience with it.
In this session, I’ll introduce the Pirate Metrics framework and how it can help you improve your product and create happy users.
Introduction to Lean Analytics for Lean Startup Circle SFLean Analytics
An introduction to Lean Analytics for the Lean Startup Circle SF event. Covers the basic topics of analytics, Lean Analytics framework, and a number of case studies from companies such as Circle of Friends, Localmind, Static Pixels and more.
These are the slides of the talk Giovanni Puliti and I gave at Agile Business Day 2019 in Venice.
We talked about retrospective and predictive metrics and tools to support Product Owners and Designers to increase the value to be delivered.
Generally, the value of a product is represented by the balance between business outcomes and users’ needs. But how is this value actually measured? How is the user satisfaction measured? How can Product Owners, Designers and Developers validate their hypotheses regarding the product strategy? How can the team members agree that for each user story moved to “done” the next one moved to “doing” will increase the quality of the product and therefore the user satisfaction?
In our talk, we gave some tips to measure the User Experience and help the team in finding the right answers to the questions above.
Many businesses focus upon improvement to their technical capability harnessing DevOps practices such as Continuous Deployment to "Build The Thing Right", but in the drive to deliver more rapidly, repeatedly and predictably have business units evolved and integrated effectively? Essentially, are we "Building The Right Thing"?
Intro to Data Analytics with Oscar's Director of ProductProduct School
The Director of Product at Oscar, Vasudev Vadlamudi, went over key types of quantitative analysis that B2C product managers use on the job including: funnels, cohorts, and a/b testing. For each one he looked into when and why they are used, and used examples.
Presentation on how to start, and how to fine-tune digital marketing. Start by understanding the digimarketing mindset...everything else follows from that.
How to build mvp for startups highlighting the key things to take care of wh...Katy Slemon
Learn the right Agile approach to build MVP for startups that won’t fail. Overcome the obstacles & test your MVP to gauge the success of your startup.
Tom Walton, Gary Green and Clement Pickering of Infinity Works spoke about techniques to guide your organisation to deliver value quicker and more closely aligned to your business strategies.
Advanced measurement: Proving Business Value to Expand or Sustain Your CommunityClaire Flanagan, MBA
Presentation co-delivered with Corey Matthews and Josh Ricau at JiveWorld14 to help customers measure the right things to prove adoption, engagement, health and value.
Driving project success across the enterprise final jlwJames Watson
Project Management: 7 Keys to gaining cross-functional buy-in for a technology project.
This presentation is especially relevant to enterprise software implementations.
[Webinar] Innovate Faster by Adopting The Modern Growth StackOptimizely
Adopting a growth mindset requires that product teams become experts in their customers’ behavior. But often legacy technologies simply count clicks and users, and fail to provide insights that product teams need to accelerate growth.
Attend this webinar and learn how the modern growth stack can help you:
-Overcome obstacles that often prevent enterprises from moving quickly
-Use experimentation and product analytics to reduce uncertainty and increase data-driven decisions
-Design a Modern Growth Stack built from best of breed solutions to accelerate product innovation
This webinar is part of our Change the Game series.
Shek Viswanathan, Product Manager at Qualtrics who previously built Words with Friends at Zynga, explains the product development loop and growth framework. His talk gives examples of north star metrics and other metrics to drive growth.
CRO & Jobs To Be Done - Jon Hayes @ CRO ProsJon Hayes
It can be incredibly difficult to manage a website when the product you are trying to sell is something many consumers don’t understand well. Let alone trying to optimise that experience especially when it’s multi channel and there are various teams involved.
So how do you build meaningful experiments that will take your website to the next level? We hear the phrase customer centricity used all the time but how can we bring that ideal into the optimisation process to start driving the big improvements the organisation wants?
The Jobs To Be Done framework may just be the key to helping you focus on the changes that will really matter to your customers.
Jon Hayes has been in the digital space for a decade. He started by working with several agencies before shifting over to the financial services sector to build digital experiences their customers would finally enjoy.
Agilia Budapest - Driving Business Decisions with Pirate MetricsOri Bendet
One of the major problems of developing new products is the fact that we assume how our users will use it. We try to think like our users and anticipate what they will do. We usually trust our gut feelings rather than real data. We think, hence we know. In today’s world of constant change – we can’t allow ourselves any crucial mistakes or wrong assumptions as it will lead to abandonment of users. Users expect nothing less than perfect when interacting with new apps and will leave immediately if they don’t understand it or have a bad experience with it.
In this session, I’ll introduce the Pirate Metrics framework and how it can help you improve your product and create happy users.
Introduction to Lean Analytics for Lean Startup Circle SFLean Analytics
An introduction to Lean Analytics for the Lean Startup Circle SF event. Covers the basic topics of analytics, Lean Analytics framework, and a number of case studies from companies such as Circle of Friends, Localmind, Static Pixels and more.
These are the slides of the talk Giovanni Puliti and I gave at Agile Business Day 2019 in Venice.
We talked about retrospective and predictive metrics and tools to support Product Owners and Designers to increase the value to be delivered.
Generally, the value of a product is represented by the balance between business outcomes and users’ needs. But how is this value actually measured? How is the user satisfaction measured? How can Product Owners, Designers and Developers validate their hypotheses regarding the product strategy? How can the team members agree that for each user story moved to “done” the next one moved to “doing” will increase the quality of the product and therefore the user satisfaction?
In our talk, we gave some tips to measure the User Experience and help the team in finding the right answers to the questions above.
Many businesses focus upon improvement to their technical capability harnessing DevOps practices such as Continuous Deployment to "Build The Thing Right", but in the drive to deliver more rapidly, repeatedly and predictably have business units evolved and integrated effectively? Essentially, are we "Building The Right Thing"?
Intro to Data Analytics with Oscar's Director of ProductProduct School
The Director of Product at Oscar, Vasudev Vadlamudi, went over key types of quantitative analysis that B2C product managers use on the job including: funnels, cohorts, and a/b testing. For each one he looked into when and why they are used, and used examples.
Presentation on how to start, and how to fine-tune digital marketing. Start by understanding the digimarketing mindset...everything else follows from that.
How to build mvp for startups highlighting the key things to take care of wh...Katy Slemon
Learn the right Agile approach to build MVP for startups that won’t fail. Overcome the obstacles & test your MVP to gauge the success of your startup.
Tom Walton, Gary Green and Clement Pickering of Infinity Works spoke about techniques to guide your organisation to deliver value quicker and more closely aligned to your business strategies.
Advanced measurement: Proving Business Value to Expand or Sustain Your CommunityClaire Flanagan, MBA
Presentation co-delivered with Corey Matthews and Josh Ricau at JiveWorld14 to help customers measure the right things to prove adoption, engagement, health and value.
Driving project success across the enterprise final jlwJames Watson
Project Management: 7 Keys to gaining cross-functional buy-in for a technology project.
This presentation is especially relevant to enterprise software implementations.
[Webinar] Innovate Faster by Adopting The Modern Growth StackOptimizely
Adopting a growth mindset requires that product teams become experts in their customers’ behavior. But often legacy technologies simply count clicks and users, and fail to provide insights that product teams need to accelerate growth.
Attend this webinar and learn how the modern growth stack can help you:
-Overcome obstacles that often prevent enterprises from moving quickly
-Use experimentation and product analytics to reduce uncertainty and increase data-driven decisions
-Design a Modern Growth Stack built from best of breed solutions to accelerate product innovation
This webinar is part of our Change the Game series.
Shek Viswanathan, Product Manager at Qualtrics who previously built Words with Friends at Zynga, explains the product development loop and growth framework. His talk gives examples of north star metrics and other metrics to drive growth.
CRO & Jobs To Be Done - Jon Hayes @ CRO ProsJon Hayes
It can be incredibly difficult to manage a website when the product you are trying to sell is something many consumers don’t understand well. Let alone trying to optimise that experience especially when it’s multi channel and there are various teams involved.
So how do you build meaningful experiments that will take your website to the next level? We hear the phrase customer centricity used all the time but how can we bring that ideal into the optimisation process to start driving the big improvements the organisation wants?
The Jobs To Be Done framework may just be the key to helping you focus on the changes that will really matter to your customers.
Jon Hayes has been in the digital space for a decade. He started by working with several agencies before shifting over to the financial services sector to build digital experiences their customers would finally enjoy.
Infosession on Product Management CareersPinkesh Shah
Career Growth often rewards to the one who continuously upskills and stays current with the industry. What got you here may not get you there! Are you wondering just what it takes to stand out in this crowd and take your career to the next level leveraging new age skills like Product Management, UX and Data Science?
It takes action. Set aside all the hows, ifs and buts and think about how it will feel when you reach the peak of your career. Envision the buzz when you transform from an also-ranner to a cross functional Business Leader.
“Mid Career Transitions are like changing planes in the air,” says Prof. Shah, a Silicon Valley Product Executive (ex. VP Products McAfee) sharing how 100's of professionals have managed to successfully accelerate their career paths.
Webinar - Are We Equipped to Market Our Product Online? - A Possible Approach!Pinkesh Shah
Institute of Product Leadership in association with Adaptive Marketing take great pleasure in inviting you to the monthly webinar series for Product Professionals. Our theme for this webinar will be about "Are We Equipped to Market Our Product Online? - A Possible Approach! "
Most of us believe that Online is exploding.
Most of us, marketers, believe that Online is the only way to market our products.
Are we equipped enough to LEVERAGE online channel for our PRODUCT marketing & its objectives?
Please come over to the Webinar and find some possible approaches.
Welcome!
Speaker
RatanKK is an experienced eMarketer on a mission to deploy cutting edge eMarketing Solutions. Executions of these tactics help Clients to acquire paying customers & to increase their Revenues & Cash flows.
In this endeavour, through his company GutsGo eMarketing, he conducts training programs and workshops in the core areas of eMarketing viz., SEO, PPC, Social Media, Web Analytics, eMail. In the last 3 years, he has trained more than 850 marketing professionals. He has conducted workshops at DuPont (Integrated eMarketing – SEO, PPC, SMM), GlaxoSmithKline (SMM), AOL (Integrated eMarketing - Banner Advertising & Web Analytics). He is a Visiting Professor for eMarketing Elective at Indian Institute of Management, Ahmedabad.
Webinar - 5 ways patents can help you develop better productsPinkesh Shah
Institute of Product Leadership in association with Adaptive Marketing take great pleasure in inviting you to the monthly webinar series for Product Professionals. Our theme for this event will be about "5 ways patents can help you develop better products "
This webinar is mainly focussed on demestifying patents for entrepreneurs running product companies. The webinar can be attended by all product developers. They should attend this to a understand how to develop better products faster, by learning from the best technologists in the world.
Building & Managing Products for Emerging MarketsPinkesh Shah
Building & Managing Products for Emerging Markets
that every Product Professionals should know - with Ravi Kaushik Director of Product Marketing & Product Management GE Healthcare Bangalor
How do you build an innovation culture in your team? – An 8-Step GuidePinkesh Shah
Institute of Product Leadership in association with Adaptive Marketing organises monthly series of Product Professionals networking event .Our theme for this event was about How do you build an innovation culture in your team? – An 8-Step Guide that every Product Professionals should know.
Speaker for this event was Prof. Rishikesha T Krishnan IIMB .
Negotiation & Leading by Influence Skills for Product ProfessionalsPinkesh Shah
Vishy P. Director of Academics at Institute of Product Leadership presented at the networking event hosted by Adaptive Marketing India on "Essential Soft Skills for Product Professionals"
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Exploring Patterns of Connection with Social Dreaming
Lean analytics 40 minute intro
1. Upcoming Networking Events
1
Detailed Schedule and registrations as well as past session videos now available
www.productleadership.in
“5 things every Product Leader should know about UX
July 20th, Bangalore
Speaker: Jay, Head of User Experience Design Adobe
“Webinar: Global Customer Insights from India Product
Management – Can it be done?
Aug 7th, Online
Speaker: Muthu. R, Director Product Management, SAP Labs
“5 ways in how Product Management is different in Agile
July 25th, Pune
Speaker: Dr. Adrian (Hong Kong), Faculty Institute of
Product Leadership
8. Good Metrics are:
1111 Understandable
4444 Behavior Changing
2222 Comparative
Active Users vs.
Active Users/month
3333 Ratio / Rate
% Monthly Active
Users
9. If it won’t change
how you behave,
it’s a
bad
metric.
If a metric won’t change
how you behave, it’s a
http://www.flickr.com/photos/circasassy/7858155676/
11. Warm and fuzzy. Cold and hard.
Unstructured,Unstructured,
anecdotal,anecdotal,
revealing, hard torevealing, hard to
aggregate.aggregate.
Unstructured,Unstructured,
anecdotal,anecdotal,
revealing, hard torevealing, hard to
aggregate.aggregate.
Numbers and stats;Numbers and stats;
hard facts but lesshard facts but less
insight.insight.
Numbers and stats;Numbers and stats;
hard facts but lesshard facts but less
insight.insight.
Qualitative
vs.
Quantitative
13. Do hosts withDo hosts with
professionalprofessional
photography getphotography get
more business?more business?
Do hosts withDo hosts with
professionalprofessional
photography getphotography get
more business?more business?
Airbnb experiments...
14. Professional photography helps Airbnb’s business
Gut instinct
Concierge MVP
20 photographers in the field
Test results
Two to three times more bookings!
Back to the beginning
Use additional data to keep experimenting
16. Historical metricHistorical metric
that shows you howthat shows you how
youyou’’re doing:re doing:
reports the news.reports the news.
Historical metricHistorical metric
that shows you howthat shows you how
youyou’’re doing:re doing:
reports the news.reports the news.
Number today thatNumber today that
shows a metricshows a metric
tomorrow:tomorrow: makesmakes
the news.the news.
Number today thatNumber today that
shows a metricshows a metric
tomorrow:tomorrow: makesmakes
the news.the news.
Try and get here.Start here.
Lagging Leading
vs.
19. The metric will change over time, but
right now you need to FOCUS.
20. So how do you do it?So how do you do it?So how do you do it?So how do you do it?
http://www.flickr.com/photos/horiavarlan/4290549806/sizes/l/in/photostream/
21. Your Business + Stage
What business areWhat business are
you in?you in?
What business areWhat business are
you in?you in?
What stage areWhat stage are
you at?you at?
What stage areWhat stage are
you at?you at?
• E-Commerce
• SaaS
• Free Mobile App
• 2-Sided Marketplace
• Media
• User-Generated Content
• Empathy
• Stickiness
• Virality
• Revenue
• Scale
22. GROWTHRATEGROWTHRATEGROWTHRATEGROWTHRATE
Lean Analytics
Stages
II’’ve found a real, poorly-met need that ave found a real, poorly-met need that a
reachable market faces.reachable market faces.
II’’ve found a real, poorly-met need that ave found a real, poorly-met need that a
reachable market faces.reachable market faces.
II’’ve figured out how to solve the problemve figured out how to solve the problem
in a way they will adopt and pay for.in a way they will adopt and pay for.
II’’ve figured out how to solve the problemve figured out how to solve the problem
in a way they will adopt and pay for.in a way they will adopt and pay for.
II’’ve built the rightve built the right
product/features/functionality that keepsproduct/features/functionality that keeps
users around.users around.
II’’ve built the rightve built the right
product/features/functionality that keepsproduct/features/functionality that keeps
users around.users around.
The users and features fuel growthThe users and features fuel growth
organically and artificially.organically and artificially.
The users and features fuel growthThe users and features fuel growth
organically and artificially.organically and artificially.
II’’ve found a sustainable, scalableve found a sustainable, scalable
business with the right margins in abusiness with the right margins in a
healthy ecosystem.healthy ecosystem.
II’’ve found a sustainable, scalableve found a sustainable, scalable
business with the right margins in abusiness with the right margins in a
healthy ecosystem.healthy ecosystem.
“Gates” needed to move
forward
EMPATHYEMPATHYEMPATHYEMPATHY
STICKINESSSTICKINESSSTICKINESSSTICKINESS
VIRALITYVIRALITYVIRALITYVIRALITY
REVENUEREVENUEREVENUEREVENUE
SCALESCALESCALESCALE
23. • Stage: Empathy / Stickiness
• Model: E-Commerce
• Eco-friendly prints of your photos
• Originally tied specifically to
Instagram and built a custom
InstaOrder feature
Jumping the gun on product
development
24. Optimize for 1st time orders or repeat
purchases?
2x transactions
lower bounce rate
sign-in goals increased
with InstaOrder
Click checkoutClick checkoutClick checkoutClick checkout
Sign into PayPalSign into PayPalSign into PayPalSign into PayPal
Confirmation pageConfirmation pageConfirmation pageConfirmation page
Confirm orderConfirm orderConfirm orderConfirm order
Back to PayPalBack to PayPalBack to PayPalBack to PayPal
Authorize pre-Authorize pre-
approved paymentsapproved payments
Authorize pre-Authorize pre-
approved paymentsapproved payments
Success pageSuccess pageSuccess pageSuccess page
without InstaOrder
Click checkoutClick checkoutClick checkoutClick checkout
Sign into PayPalSign into PayPalSign into PayPalSign into PayPal
Confirmation pageConfirmation pageConfirmation pageConfirmation page
Confirm orderConfirm orderConfirm orderConfirm order
Success pageSuccess pageSuccess pageSuccess page
25. skip steps at yourskip steps at your
own riskown risk
skip steps at yourskip steps at your
own riskown risk
26. Six sample business models
• E-commerce
• SaaS (freemium?)
• Mobile app (gaming)
• Two sided marketplace
• Media
• User generated content
27. The SaaS Customer
Lifecycle
Customer Acquisition Cost
paidpaid directdirect searchsearch womwom inherent
virality
inherent
virality
VISITORVISITORVISITORVISITOR
Freemium/trial offerFreemium/trial offerFreemium/trial offerFreemium/trial offer
EnrollmentEnrollmentEnrollmentEnrollment
UserUserUserUser
Disengaged UserDisengaged UserDisengaged UserDisengaged User
CancelCancelCancelCancel
Freemium
churn
Engaged UserEngaged UserEngaged UserEngaged User
Free user
disengagement
ReactivateReactivateReactivateReactivate
CancelCancelCancelCancel
Trial abandonment
rate
Invite OthersInvite OthersInvite OthersInvite Others
Paying CustomerPaying CustomerPaying CustomerPaying Customer
Reactivation rate
Paid
conversion
FORMER USERSFORMER USERSFORMER USERSFORMER USERS
User Lifetime Value
ReactivateReactivateReactivateReactivate
FORMER CUSTOMERSFORMER CUSTOMERSFORMER CUSTOMERSFORMER CUSTOMERS
Customer Lifetime Value
Viral coefficient
Viral rate
ResolutionResolutionResolutionResolution
Support data
Account CancelledAccount CancelledAccount CancelledAccount Cancelled Billing Info Exp.Billing Info Exp.Billing Info Exp.Billing Info Exp.
Paid Churn Rate
Tiering
Capacity LimitCapacity LimitCapacity LimitCapacity Limit
Upselling
rate
UpsellingUpsellingUpsellingUpselling
DisengagedDisengagedDisengagedDisengaged DissatisfiedDissatisfiedDissatisfiedDissatisfied
Trial OverTrial OverTrial OverTrial Over
28. One Metric
That Matters.
One Metric
That Matters.
How It All Comes Together
The business youThe business you’’re inre inThe business youThe business you’’re inre in
E-Com SaaS Mobile 2-Sided Media UCG
Empathy
Stickiness
Virality
Revenue
Scale
ThestageyouThestageyou’’reatreatThestageyouThestageyou’’reatreat
29. • Stage: Scale
• Model: SaaS
• SEO toolkit (product suite)
• Reduced KPIs to focus on
Net Adds
Moz reduces the KPIs it tracks
30. If Net Adds:If Net Adds:If Net Adds:If Net Adds: Why & Next Steps:Why & Next Steps:Why & Next Steps:Why & Next Steps:
Net Adds = “business health”
indicator
• Was a marketing campaign successful?
• Were customer complaints lowered?
• Was a product upgrade valuable?
• Can we acquire more valuable customers?
• What product features can increase engagement?
• Can we improve customer support?
• Are the new customers not the right segment?
• Did a marketing campaign fail?
• Did a product upgrade fail somehow?
• Is customer support falling apart?
31. What’s your OMTM?
Empathy
Stickines
s
Virality
Revenue
Scale
E-
commerce
SaaS Media
Mobile
app
User-gen
content
2-sided
market
Interviews; qualitative results; quantitative scoring; surveysInterviews; qualitative results; quantitative scoring; surveys
Loyalty,
conversion
Loyalty,
conversion
CAC,
shares,
reactivation
CAC,
shares,
reactivation
Transaction,
CLV
Transaction,
CLV
Affiliates,
white-label
Affiliates,
white-label
Engagemen
t, churn
Engagemen
t, churn
Inherent
virality, CAC
Inherent
virality, CAC
Upselling,
CAC, CLV
Upselling,
CAC, CLV
API, magic
#, mktplace
API, magic
#, mktplace
Content,
spam
Content,
spam
Invites,
sharing
Invites,
sharing
Ads,
donations
Ads,
donations
Analytics,
user data
Analytics,
user data
Inventory,
listings
Inventory,
listings
SEM,
sharing
SEM,
sharing
Transaction
s,
commission
Transaction
s,
commission
Other
verticals
Other
verticals
(Money from transactions)
Downloads,
churn,
virality
Downloads,
churn,
virality
WoM, app
ratings,
CAC
WoM, app
ratings,
CAC
CLV,
ARPDAU
CLV,
ARPDAU
Spinoffs,
publishers
Spinoffs,
publishers
(Money from active users)
Traffic,
visits,
returns
Traffic,
visits,
returns
Content
virality, SEM
Content
virality, SEM
CPE, affiliate
%, eyeballs
CPE, affiliate
%, eyeballs
Syndication,
licenses
Syndication,
licenses
(Money from ad clicks)
35. Identify a key business problem,
pick the OMTM, and get started.
36. Pivot or
give up
Try again
Success!
Measure the
results
Make changes in
production
Design a test
Hypothesis
With data:
find a
commonality
Without
data: make a
good guess
Find a potential
improvement
Draw a line
in the sand
Pick the OMTM
The Lean Analytics Cycle
Draw a new line
Did we move
the needle?
37. Some interesting benchmarks
Growth
5% / week (revenue or
active users)
Churn
2% / month
Engaged visitors
30% monthly users
10% daily users
Time on site
17 minutes
Page load time
< 5 seconds
CLV:CAC
3:1
Mobile file size
< 50MB
Free to paid
2% of free users
39. 39
Have an idea?
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www.productleadership.in
Editor's Notes
If you ’ re tracking a number that doesn ’ t have the possibility of changing the way you behave it ’ s a bad metric. So think about what you ’ re tracking and ask yourself that simple question.
Here you see our 5 stages and the related gates you have to go through in order to go from one stage to the next. Generally, we believe all startups need to go through these steps. The definition of some things - like Virality - may be different for different startups, because an enterprise software company isn ’ t necessarily going to go viral like we think a consumer application - but the stages are the same. * I ’ ve also put in the corresponding funding buckets that I think make sense. There ’ s some gaps in-between, and this is a broad generalization, but it helps me think about what stage I need to be, what do I have to have had accomplished in order to go out and raise the right money.
We have a lot of case studies in the book. Buffer is a good example of a company that ’ s gone through the Lean Analytics stages in a fairly prescriptive order. Buffer is a social sharing app. Now they're focused primarily on customer acquisition, but it didn't start that way.
Building a more advanced purchasing system that sacrificed first- purchase simplicity for long-term ease of repeat purchases seemed like a good idea, but it was premature. This early in the company ’ s life, the question was “ Will people buy prints? ” and not “ Will we have loyal buyers? ” The feature the team had built was de-risking the wrong question. Always know what risk you ’ re eliminating, and then design the minimum functionality to measure whether you ’ ve overcome it.
Not every startup goes through things in the exact same order, we get that. But we ’ve seen a lot of startups try and jump ahead and screw themselves. Often times with consumer applications they focus on viral growth and user acquisition before they know if what they’re doing is even going to work, if it’s Sticky. * Again, I think investors share some of the blame here because of the pressure for consumer applications to grow widly. And in some cases, even when they do, people don ’t believe it’s real -- they see something as a fad -- and so they won’t invest or continue to invest. It’s a catch 22 spot for entrepreneurs.
change to Moz
As you move through the stages of Lean Analytics, the KPI you ’ re trying to fix will shift. Here are some examples.