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两岸创始周末(厦⻔门) 
Cross Straits Startup Weekend 
产品增⻓长指标 
Stephen Wang 
2014.11.15 
PRODUCT GROWTH METRICS
“STARTUP == GROWTH” 
– Paul Graham, Y Combinator (美国最著名的创业孵化器) 
http://www.paulgraham.com/growth.html
新产品 != STARTUP
新投资 != STARTUP
员⼯工数 != STARTUP
创业#1任务 = GROWTH
⽤用户增⻓长 
USER GROWTH
횫A30% 
30天活跃⽤用户增⻓长率
什么是活跃⽤用户? 
下载量 
注册⽤用户
什么是活跃⽤用户? 
app完成操作 
◦ 微信:发信⽤用户 
◦ Facebook: 发表动态⽤用户 
◦ MMO游戏:打X分钟⽤用户 
◦ 电⼦子购物:购买成功⽤用户 
◦ SaaS: 升级⾼高级账号⽤用户
不健康VS健康增⻓长
不健康VS健康增⻓长
第⼀一⽉月:产品优化 
第⼀一年:每周 +5.5% 
第⼆二年:每周 +2.8% 
之后:每周 +1.3%
GROWTH ACCOUNTING 
增⻓长“帐簿” 
http://www.facebook.com/video.php?v=3707283286197
留存 
RETENTION
新增⽤用户组留存图
如何留存⽤用户? 
互联⺴⽹网联系频道 
• 需要注册 
• Email注册 
• 绑定⼿手机号
如何留存⽤用户? 
⼿手机app 
• 注册:绑定⼿手机 
• 系统push提醒 
• 微信公众号消息
提醒性能 
通讯邮件 
⾃自定义提醒
活跃 
ENGAGEMENT
A1/A7, A7/A30图
什么是活跃度? 
⼈人均时⻓长 
操作数 (发信)
指标⼯工具 
TOOLS FOR METRICS
互联⺴⽹网分析 
国外:Google Analytics 
中国⼤大陆:友盟,CNZZ
移动分析 
MIXPANEL 
mixpanel.com
移动分析 
腾讯云分析 
mta.qq.com
要点 
• “STARTUP = GROWTH” 
• ⽤用户增⻓长 
• 新⽤用户留存 
• 活跃度
更多 
海盗的创业指标 
(500Startups的Dave McClure) 
http://www.slideshare.net/dmc500hats/startup-metrics- 
for-pirates-nov-2012 
没有留存率不要谈推⼲⼴广 
(Facebook的增⻓长副总Alex Schultz) 
字幕:http://www.techsir.com/club/t32627p1-1.html 
视频:http://v.youku.com/v_show/id_XODA5NjUxMjQ0.html 
增⻓长”帐簿“ 
(Facebook的增⻓长指标总监) 
http://www.facebook.com/video.php? 
v=3707283286197 
Startups == Growth 
(Y Combinator的Paul Graham) http://www.paulgraham.com/growth.html 
移动推提醒http://info.localytics.com/ 
3k_measuring_in_app_and_push_messaging_web
Stephen Wang, me@stephenwang.com

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