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BerlinStartupInsights
      A Research Project for Metrics oriented
Business Model Development for Startups and SME‘s



                                                       Presentation
                                                  Lean Startup Meeting


                                                               Made by
                                              Team BerlinStartupInsights
                                       Christian Tegge and Birte Schaper

                                                                  Date
                                                      28 February 2013
Vision




Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013   Site 2
Partner


Funded by:


Research
Partner:



Additional
Project
Partner:


Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013   Site 3
Data-Information-Knowledge Cycle




               Source: Vinson (2013)                                                      http://blog.jackvinson.com/images/amitch
                                                                                                  ell_20DIK_20reality_20map.JPG



Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013                                       Site 4
Current State of Research

Lean Startup Methodology
    Customer Problem + Product Features are Unknown




       Source: Blank (2010)
Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013   Site 5
Current State of Research

Lean Analytics Focus Area




                Source: Croll and Yoskowitz (2012)
Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013   Site 6
Kiss Metrics


9 Metrics your Startup should know
1 Customer Acquisition Cost
2 Retention
3 Churn
4 Lifetime Value
5 Product Metabolism
6 Viral Coefficient
7 Revenue
8 Activation
9 Referral
Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013   Site 7
Metrics and Web Tracking Tools

A few Examples




Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013   Site 8
Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013   Site 9
Research Project


Understanding the data-driven Decision Making Process


                      Which are the relevant KPIs internet startups
                      should look at?



                      How to gain insights from the data?




Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013   Site 10
Expert Workshop 14.3.2013


Four Perspectives on the Use of Metrics
         • Venture Capitalists, e.g. Early Bird
         • Business Angels, e.g. Knut Scholz
         • Scientists, e.g. HWR, HIIG
         • Startups, e.g. wooga



                                                                                          ?



Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013       Site 11
Further Research


Finding a Pattern


                      How does the use of metrics change with…
                      • … the startup stage?
                      • … the revenue model?
                      • … the startup type?


                      • Online survey with startups and experts
                      • Summer 2013
                      • Statistical analysis

Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013   Site 12
www.BerlinStartupInsights.de

     Become our fan on Facebook
Metrics and Measurement



  Qualitative: Usability Testing / Session Monitoring
   Watch what users do, figure out problems & solutions from small #
    of users
  Quantitative: Traffic Analysis / User Engagement
   Report what users do, track usage & conversion %'s for all or
    empirical sample # of users
  Comparative: A/B, Multivariate Testing
   Compare what users do in one scenario vs another, see which
    copy/graphics/UI are most effective
  Competitive: Monitoring & Tracking Competitors
   Track competitor activity & compare against yours; if possible
    compare channels, keyword traffic, demographic targeting, user
    satisfaction, etc.

Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013   Site 14

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Lean Startup Meetup 28.02.2013

  • 1. BerlinStartupInsights A Research Project for Metrics oriented Business Model Development for Startups and SME‘s Presentation Lean Startup Meeting Made by Team BerlinStartupInsights Christian Tegge and Birte Schaper Date 28 February 2013
  • 2. Vision Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013 Site 2
  • 3. Partner Funded by: Research Partner: Additional Project Partner: Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013 Site 3
  • 4. Data-Information-Knowledge Cycle Source: Vinson (2013) http://blog.jackvinson.com/images/amitch ell_20DIK_20reality_20map.JPG Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013 Site 4
  • 5. Current State of Research Lean Startup Methodology Customer Problem + Product Features are Unknown Source: Blank (2010) Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013 Site 5
  • 6. Current State of Research Lean Analytics Focus Area Source: Croll and Yoskowitz (2012) Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013 Site 6
  • 7. Kiss Metrics 9 Metrics your Startup should know 1 Customer Acquisition Cost 2 Retention 3 Churn 4 Lifetime Value 5 Product Metabolism 6 Viral Coefficient 7 Revenue 8 Activation 9 Referral Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013 Site 7
  • 8. Metrics and Web Tracking Tools A few Examples Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013 Site 8
  • 9. Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013 Site 9
  • 10. Research Project Understanding the data-driven Decision Making Process Which are the relevant KPIs internet startups should look at? How to gain insights from the data? Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013 Site 10
  • 11. Expert Workshop 14.3.2013 Four Perspectives on the Use of Metrics • Venture Capitalists, e.g. Early Bird • Business Angels, e.g. Knut Scholz • Scientists, e.g. HWR, HIIG • Startups, e.g. wooga ? Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013 Site 11
  • 12. Further Research Finding a Pattern How does the use of metrics change with… • … the startup stage? • … the revenue model? • … the startup type? • Online survey with startups and experts • Summer 2013 • Statistical analysis Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013 Site 12
  • 13. www.BerlinStartupInsights.de Become our fan on Facebook
  • 14. Metrics and Measurement Qualitative: Usability Testing / Session Monitoring  Watch what users do, figure out problems & solutions from small # of users Quantitative: Traffic Analysis / User Engagement  Report what users do, track usage & conversion %'s for all or empirical sample # of users Comparative: A/B, Multivariate Testing  Compare what users do in one scenario vs another, see which copy/graphics/UI are most effective Competitive: Monitoring & Tracking Competitors  Track competitor activity & compare against yours; if possible compare channels, keyword traffic, demographic targeting, user satisfaction, etc. Berlin School of Economics and Law| BerlinStartupInsights | BSI-Team | 28 February 2013 Site 14

Editor's Notes

  1. Industry not Industrie