Lean analytics is focused on making data-driven decisions with limited data. It uses a cyclical process of choosing metrics, forming hypotheses, running experiments, and taking action. The key is focusing on the right metrics for the stage of the business and industry. For startups, the goal is to get feedback from customers and experiments to rapidly iterate towards product-market fit. Lean analytics helps prevent bias by surfacing learnings from customer interviews and experiments, rather than just relying on numerical metrics alone.

1. Lean Analytics
M. Thiyagarajan, Sr PM QBO

2. A product manager’s key role is decision making

3. Analysis precedes decision making

4. Analysis
◉Ad hoc
◉Human Driven
◉Aggregated
Analytics
◉Programmatic
◉Machine Driven
◉Granular

5. Analytics - Making sense of raw data

6. Data led decision making, more objective

7. “What gets measured, gets managed”
-Peter Drucker

8. Black
Case of Good, Noisy & No Data
Traditional
Analytics
Lean Analytics None
NoisyGood No

9. H1, H2 & H3 Offering
H1
H2
H3
Source Geoffrey Moore – Horizon Planning of offering
Uncertainty
increases
Lean
Analytics
Brand New Idea

10. Lean Startup navigates the unknown

11. In startup goal of analytics - get to Product/Market
fit fast

12. Startup Big Business
Idea
Problem
/Solution Fit
User
/Experience Fit
Product
/Market Fit
Business Model
/Growth Fit
Uncertainty
Decreases
Risk
Decreases

13. Lean Analytics Cycle
Metric -> Hypothesis -> Experiment -> Act

14. Metric -> Hypothesis -> Experiment -> Act
◉Metric
Figure out what to improve
◉Hypothesis
◉ Make an educated guess
◉Experiment
◉ Test your guess
◉Act
Decide whats next

15. Metric depends on the stage
Product Market
Fit
Source: Lean Analytics by Ben Yoskowitz,
Alistair Coil

16. Metric depends on the stage
Product Market
Fit
Source: Lean Analytics by Ben Yoskowitz,
Alistair Coil

17. And Industry Too
Source: Lean Analytics by Ben Yoskowitz,
Alistair Coil

18. For Saas – Dave Mclure’s AARRR Pirate Metrics

19. A Saas Startup Data0
100
200
300
400
New Signups
0
0.5
1
1.5
2
2.5
Monthly churn Rate (%)
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
Mar/14
Apr/14
May/14
Jun/14
Jul/14
Aug/14
Sep/14
Oct/14
Nov/14
Dec/14
Jan/15
Feb/15
Mar/15
Apr/15
May/15
Jun/15
Free to Paid Conversion (Acq/Act)
0
10
20
30
40
50
60
70
80
Referrals
Numbers from a startup ->
Help Focus on right Metric

20. Succession Metrics
◉– used within Intuit
Used in Intuit

21. Empathy & Stickiness Relate to Value Hypothesis
Source: Lean Analytics by Ben Yoskowitz,
Alistair Coil

22. What is not Lean Analytics ?
◉A/B Testing, Conversion Rate Optimization

23. Data tells you whats happening, not why ?
◉ReferSpark, an example.
Great Google Ad CTR, Landing Page Signups
However attracted all wrong audience
◉ Operation success -> Patient Died

24. It is not about the numbers, its what is between them
When Ad CTR – 2.5% & Bounce Rate –> 75% - Good or Bad

25. OMTM - One metric is GOOD
◉Entire Org aligns towards it.
◉Critical in a startup team

26. Need two balancing metric
◉ In another Saas startup
Had acquisition rate 2x benchmarks
Churn also 2X of the average.
◉GNS vs Churn - tracked metric

27. User Generated Content Offering
Setup
Sharing
Jan 15 Mar 15Aug 15Apr 14
VOC of
Customer
Feature Built
Platform
Increase sample size
to 200
Jun 15
Share at ~1%
Increase targeted
sampling to 5,000
Different messaging
trigger
Behavior from 33 users
1 Share
Statistically Insignificant
Jan 14
Base Metric – 0.8%
Changed
Early Adopter User
Share at >1%
Absolute number still statistically
insignificant
Lean Metric will provide directions, not absolute or statistical
significance

28. Hano JourneyLine
Hano.in
Online Tools
Ease Payment Collection in SMM,
Easy Photo management
Track Orders , Online + Offline
Slow Education
- FTU challenges
- Inventory – seems key
Hano Mobile App
May15 Jun 15Apr15Nov 14
- Marketplace &
Community
- Repeat purchase online, not first
- Brand important , artist centric
- Between Seller, Buyer side. Focus on Seller
Photo management
not key
Narrow segment –
Jewellery
Mar 15
Top pain point seem
getting new business
Behavior slow
Broaden segment
Jewellery
Offline
Not Useful
ArtIlaka – Unit of One
Crafters – US, Great VOC
All Online Sellers
Voice Of Customer
Jan 14
Lean Analytics will help you from lying to yourself.

29. PreHano JourneyLine
BridgeVendor
Google Ads Test
Positive
Interview with
Customer, not a big
problem
Pivot to horizontal
purchase
SafeSME
5 Customer
Interviews
Problem not top 5
FlowPal
Surprises from customer interview
“Eliminate non core distraction to create
flow for startups”
Is non core problem (accounting, marketing,
legal right)
Is TAM big ?
Is NEP right solution ?
10 customer interviewed ( tech, non-
tech SMB)
Few have problem, not top 3 or 5
Hano
Nov13 Dec13Oct13Sep13Aug13
Customer Interviews
FMH (SoulSante,
Kitsch Mandi)

30. When doing Innovation Accounting through Lean
Analytics
◉Watch Out for what you are not measuring
( 2 weeks)
Overall Learning Goal
Goal/Objective Learning Goal/Objective Customers Spoken/Experiment Validated Learning Surprise Learnt

31. Summary
◉Lean Analytic is for when no or scant data
◉Metrics Function of stage and industry
◉Have one metric, two is good
◉Despite data, subjectivity in decision making, be
aware about bias

32. “
◉Thanks