This document outlines Dave McClure's presentation on startup metrics. It discusses the AARRR framework for measuring acquisition, activation, retention, referral, and revenue. McClure emphasizes keeping metrics simple, focusing on actionable metrics, and using an iterative feedback loop to continuously optimize and improve based on data. He also provides examples of metrics for different roles like CEO, product, and marketing.
Ben Yoskovitz, Co-author, Lean Analytics and VP Product, VarageSale talks about the One Key Metric that matters and how to use data to build a better startup faster. Traction Conf Vancouver 2015 - http://tractionconf.io.
Learn how to build a business. This deck covers growth principles, equations, and a process for creating a startup. Taught by Brian Balfour of Boundless. Find more great classes at http://Intelligent.ly/learn
We present to you a deck on how we increased conversions on our SaaS/Cloud application website by making small design changes. We will also share tips on how alter your product website to drive up conversions.
The metrics that every startup needs to track to be successful, in one lovely SlideShare.
In this SlideShare, we cover the basics of what a startup should be tracking, an introduction to Pirate Metrics, and take a look at some of the tools you can use for measuring and acting on the metrics you decide to track.
Ben Yoskovitz, Co-author, Lean Analytics and VP Product, VarageSale talks about the One Key Metric that matters and how to use data to build a better startup faster. Traction Conf Vancouver 2015 - http://tractionconf.io.
Learn how to build a business. This deck covers growth principles, equations, and a process for creating a startup. Taught by Brian Balfour of Boundless. Find more great classes at http://Intelligent.ly/learn
We present to you a deck on how we increased conversions on our SaaS/Cloud application website by making small design changes. We will also share tips on how alter your product website to drive up conversions.
The metrics that every startup needs to track to be successful, in one lovely SlideShare.
In this SlideShare, we cover the basics of what a startup should be tracking, an introduction to Pirate Metrics, and take a look at some of the tools you can use for measuring and acting on the metrics you decide to track.
12 Steps to Effective Growth Hacking (www.wepullthetrigger.com)Trigger
Â
Do you consider growth hacking to be a fluffy concept and practice? Are you unsure how to crack the code on how to get started? Good news ahead. We have broken down the process in 12 effective steps that will help you kick off your growth (hacking) efforts. Let's get started!
This presentation describes a process that marketers and marketing analysts can implement to enable their organizations to become more data-driven. It describes the fundamental differences between performance measurement and hypothesis validation, and then describes a framework/process to "A.D.A.P.T. to Act and Learn" (Align, Discover hypotheses, Assess hypotheses, Prioritize hypotheses, Test hypotheses, Act on the results and Learn for the future).
Using Your Growth Model to Drive Smarter High Tempo TestingSean Ellis
Â
In this presentation, Sean Ellis highlights how to use a growth model to inform your high tempo testing efforts. It goes through the key steps for building your growth model including establishing a north star metric, and identifying your "aha moment" and the core benefit that drives retention. Finally he shows how the GrowthHackers team has used a growth model to plan our growth roadmap.
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Op...Distilled
Â
Discover how you can increase the performance and velocity of your testing program. Stephen will share his experience at Conversion.com, the UKâs biggest conversion optimisation agency. Youâll learn how to develop a process for personalisation (and avoid the mistakes most people make), how to accelerate your testing (with an advanced framework for prioritisation), and how to run advanced tests on product and price.
Gilligan's Guide to Analysts as Community Managers' Best FriendsTim Wilson
Â
Tim Wilson's Boston eMetrics 2012 presentation of tips and approaches that enable analysts to be highly effective and highly valued through the multi-faceted ways they support their community managers. This presentation is also available on YouTube (with voiceover) at: http://youtu.be/4kW5J8dj46k
How Patrick McKenzie built a small software business from nothing to the point where he could quit his full-time job, plus tactical advice for other small businesses on how to save time by outsourcing, automating, and eliminating low-value tasks.
Finding the one growth metric that mattersSean Ellis
Â
From social media to website analytics, there are literally hundreds of things you could track, measure and try to improve. But what is the one metric that if improved would mean a big win for your business?
This deck will help you hone in on the metrics that really matter to your business. Youâll get their insights on the tools and strategies you need to find, prioritize and grow the numbers that will result in big wins for your business.
13. Case: Ervaringen met conversie optimalisatie bij Ahold (Roel Willems)OrangeValley
Â
Ahold is in Nederland ĂŠĂŠn van de koplopers als het gaat om data driven marketing. Aan de hand van een case legt Roel uit welke drie principes er zijn om aan het verbeteren van de conversie te werken. Roel gaat er op in hoe traditionele research technieken helpen om als data driven marketeer succesvol te zijn.
[Elite Camp 2016] Martijn Scheijbeler - Optimization for Content SitesCXL
Â
What makes optimizing different for a publisher then for example an ecommerce site. In this session Martijn from The Next Web will show you how they focus on CRO and SEO to have users engage more with their content and services. We'll go into learning how to create the best process on how to work on both of them at the same time to have maximum impact.
[Elite Camp 2016] Karl Gilis - How to Make Sure Your New Website Wonât Be a F...CXL
Â
Most optimizers arenât big fans of the traditional redesign cycle. They promote a continuous optimizing process. And thatâs fine. But sometimes websites just suck donkey balls. And a new website is a must. Also: new companies need new websites too. So how can we stop those clients from making shitty websites? Which research methods and tools can you use in which stage of the development cycle? And how do you this?
Growth Hacking, Growth Marketing, Technical Marketing... whatever you want to call it. I presented this deck at 2016's Digital Elite Camp in Tallinn, Estonia. In my talk, I covered the definition of growth hacking, or technical marketing (if you're sick of hearing that word), went through all the attributes that technical marketing is compiled of and shared some low hanging fruit so that your company or startup reaches growth as quickly as possible.
Marketers should be held to the same level of quality as developers. That's why we must teach more technical growth skills.
Check out growthtribe.io for crash courses, no-bullshit workshops and a free email course.
Master the essentials of conversion optimizationArnas Rackauskas
Â
Conversion optimization is a process. Amateurs follow best practices and donât know where to begin. Experts follow frameworks and processes.
This expert guide will teach you the process of optimization.
Startup Metrics, a love story. All slides of an 6h Lean Analytics workshop.Andreas Klinger
Â
Everything you need to know about Startup Product Metrics.
This is a slideshare exclusive. The full 8hour workshop deck.
#iCatapult Workshop - 2013-08-12
Links:
http://klinger.io/
http://icatapult.co/
⢠3. Weâll cover...1 Right and wrong ways to pick a price2 The two stages of pricing3 7 rules to give your pricing the edge
⢠4. Price has a MASSIVE impact on your business.
⢠5. Bad Methods for Pricing
⢠6. 1. Product cost + X% Youâll undercharge some customers and overcharge others.
⢠7. 2. What does the customer want to pay? People have no idea until you ask them for their credit card.
⢠8. Pricing by Value
⢠9. Value-Based Pricing Your customers get value worth $Y and it only costs them $X.
⢠10. Why does this work? People cannot perceive absolute value, only comparative value.
⢠11. Some value is easy to calculate...
⢠12. Other value isnât...
⢠13. Pricing - Stage 1 1
⢠14. Stage 1 is all about the unknown. Customers donât understand your product and you donât understand your customers.
⢠15. This is before product/market fit.
⢠16. The price you pick wonât be the best.
⢠17. Your goal = prove that the product can be sold.
⢠18. Pricing - Stage 2 2
⢠19. This is your growth stage.
⢠20. Time to optimize your price. Youâll need a deep understanding for how your customers use your product.
⢠21. Interview your customers
⢠22. The ideal price is... Just high enough to need consideration but low enough to still provide plenty of value.
⢠23. What if you have different customer segments?
⢠24. Separate segments with features. Price sensitive customers get limited plans, value sensitive customers get the VIP plan.
⢠25. For this to be successful... You need to talk to your customers and understand the benefits they need the most.
⢠26. Capture the full value from each customer type.
⢠27. Bidsketch Case Study - Old Pricing
⢠28. Bidsketch Case Study - New Pricing
⢠29. Bidsketch Case Study - Results1 Doubled average revenue per customer2 Only a slight drop in conversions3 No impact on churn Google âbidsketch pricing postâ
⢠30. Seven Rules for Pricing 7
⢠31. Rule 1: End with a 9 $39 or $37?
⢠32. Rule 2: Make Your Price Short $1,000.00 or $1000?
⢠33. Rule 3: Anchor Your Price 1 That product is $100, this is only $10 2 Was $150, now only $80 3 Value of $1500, selling for only $150
⢠34. Rule 4: Offer Multiple Prices
⢠35. Rule 5: Double your Price People tend to UNDERvalue their services.
⢠36. Rule 6: Be Careful With Freemium Plans Very difficult to make it work outside of mass markets.
⢠37. Rule 7: Grandfather Old Customers In As long as you donât raise prices for old customers, you wonât get any complaints.
⢠38. These are rules, not laws.
⢠39. Your 3 Tools for Getting It Done
⢠40. 1. The Customer Interview
⢠41. 2. A/B Testing
⢠42. 3. Customer Analytics
⢠43. KISSmetrics helps you find the right price 1 Know who to interview 2 Get A/B results from your whole funnel 3 Track WHOâs doing what
12 Steps to Effective Growth Hacking (www.wepullthetrigger.com)Trigger
Â
Do you consider growth hacking to be a fluffy concept and practice? Are you unsure how to crack the code on how to get started? Good news ahead. We have broken down the process in 12 effective steps that will help you kick off your growth (hacking) efforts. Let's get started!
This presentation describes a process that marketers and marketing analysts can implement to enable their organizations to become more data-driven. It describes the fundamental differences between performance measurement and hypothesis validation, and then describes a framework/process to "A.D.A.P.T. to Act and Learn" (Align, Discover hypotheses, Assess hypotheses, Prioritize hypotheses, Test hypotheses, Act on the results and Learn for the future).
Using Your Growth Model to Drive Smarter High Tempo TestingSean Ellis
Â
In this presentation, Sean Ellis highlights how to use a growth model to inform your high tempo testing efforts. It goes through the key steps for building your growth model including establishing a north star metric, and identifying your "aha moment" and the core benefit that drives retention. Finally he shows how the GrowthHackers team has used a growth model to plan our growth roadmap.
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Op...Distilled
Â
Discover how you can increase the performance and velocity of your testing program. Stephen will share his experience at Conversion.com, the UKâs biggest conversion optimisation agency. Youâll learn how to develop a process for personalisation (and avoid the mistakes most people make), how to accelerate your testing (with an advanced framework for prioritisation), and how to run advanced tests on product and price.
Gilligan's Guide to Analysts as Community Managers' Best FriendsTim Wilson
Â
Tim Wilson's Boston eMetrics 2012 presentation of tips and approaches that enable analysts to be highly effective and highly valued through the multi-faceted ways they support their community managers. This presentation is also available on YouTube (with voiceover) at: http://youtu.be/4kW5J8dj46k
How Patrick McKenzie built a small software business from nothing to the point where he could quit his full-time job, plus tactical advice for other small businesses on how to save time by outsourcing, automating, and eliminating low-value tasks.
Finding the one growth metric that mattersSean Ellis
Â
From social media to website analytics, there are literally hundreds of things you could track, measure and try to improve. But what is the one metric that if improved would mean a big win for your business?
This deck will help you hone in on the metrics that really matter to your business. Youâll get their insights on the tools and strategies you need to find, prioritize and grow the numbers that will result in big wins for your business.
13. Case: Ervaringen met conversie optimalisatie bij Ahold (Roel Willems)OrangeValley
Â
Ahold is in Nederland ĂŠĂŠn van de koplopers als het gaat om data driven marketing. Aan de hand van een case legt Roel uit welke drie principes er zijn om aan het verbeteren van de conversie te werken. Roel gaat er op in hoe traditionele research technieken helpen om als data driven marketeer succesvol te zijn.
[Elite Camp 2016] Martijn Scheijbeler - Optimization for Content SitesCXL
Â
What makes optimizing different for a publisher then for example an ecommerce site. In this session Martijn from The Next Web will show you how they focus on CRO and SEO to have users engage more with their content and services. We'll go into learning how to create the best process on how to work on both of them at the same time to have maximum impact.
[Elite Camp 2016] Karl Gilis - How to Make Sure Your New Website Wonât Be a F...CXL
Â
Most optimizers arenât big fans of the traditional redesign cycle. They promote a continuous optimizing process. And thatâs fine. But sometimes websites just suck donkey balls. And a new website is a must. Also: new companies need new websites too. So how can we stop those clients from making shitty websites? Which research methods and tools can you use in which stage of the development cycle? And how do you this?
Growth Hacking, Growth Marketing, Technical Marketing... whatever you want to call it. I presented this deck at 2016's Digital Elite Camp in Tallinn, Estonia. In my talk, I covered the definition of growth hacking, or technical marketing (if you're sick of hearing that word), went through all the attributes that technical marketing is compiled of and shared some low hanging fruit so that your company or startup reaches growth as quickly as possible.
Marketers should be held to the same level of quality as developers. That's why we must teach more technical growth skills.
Check out growthtribe.io for crash courses, no-bullshit workshops and a free email course.
Master the essentials of conversion optimizationArnas Rackauskas
Â
Conversion optimization is a process. Amateurs follow best practices and donât know where to begin. Experts follow frameworks and processes.
This expert guide will teach you the process of optimization.
Startup Metrics, a love story. All slides of an 6h Lean Analytics workshop.Andreas Klinger
Â
Everything you need to know about Startup Product Metrics.
This is a slideshare exclusive. The full 8hour workshop deck.
#iCatapult Workshop - 2013-08-12
Links:
http://klinger.io/
http://icatapult.co/
⢠3. Weâll cover...1 Right and wrong ways to pick a price2 The two stages of pricing3 7 rules to give your pricing the edge
⢠4. Price has a MASSIVE impact on your business.
⢠5. Bad Methods for Pricing
⢠6. 1. Product cost + X% Youâll undercharge some customers and overcharge others.
⢠7. 2. What does the customer want to pay? People have no idea until you ask them for their credit card.
⢠8. Pricing by Value
⢠9. Value-Based Pricing Your customers get value worth $Y and it only costs them $X.
⢠10. Why does this work? People cannot perceive absolute value, only comparative value.
⢠11. Some value is easy to calculate...
⢠12. Other value isnât...
⢠13. Pricing - Stage 1 1
⢠14. Stage 1 is all about the unknown. Customers donât understand your product and you donât understand your customers.
⢠15. This is before product/market fit.
⢠16. The price you pick wonât be the best.
⢠17. Your goal = prove that the product can be sold.
⢠18. Pricing - Stage 2 2
⢠19. This is your growth stage.
⢠20. Time to optimize your price. Youâll need a deep understanding for how your customers use your product.
⢠21. Interview your customers
⢠22. The ideal price is... Just high enough to need consideration but low enough to still provide plenty of value.
⢠23. What if you have different customer segments?
⢠24. Separate segments with features. Price sensitive customers get limited plans, value sensitive customers get the VIP plan.
⢠25. For this to be successful... You need to talk to your customers and understand the benefits they need the most.
⢠26. Capture the full value from each customer type.
⢠27. Bidsketch Case Study - Old Pricing
⢠28. Bidsketch Case Study - New Pricing
⢠29. Bidsketch Case Study - Results1 Doubled average revenue per customer2 Only a slight drop in conversions3 No impact on churn Google âbidsketch pricing postâ
⢠30. Seven Rules for Pricing 7
⢠31. Rule 1: End with a 9 $39 or $37?
⢠32. Rule 2: Make Your Price Short $1,000.00 or $1000?
⢠33. Rule 3: Anchor Your Price 1 That product is $100, this is only $10 2 Was $150, now only $80 3 Value of $1500, selling for only $150
⢠34. Rule 4: Offer Multiple Prices
⢠35. Rule 5: Double your Price People tend to UNDERvalue their services.
⢠36. Rule 6: Be Careful With Freemium Plans Very difficult to make it work outside of mass markets.
⢠37. Rule 7: Grandfather Old Customers In As long as you donât raise prices for old customers, you wonât get any complaints.
⢠38. These are rules, not laws.
⢠39. Your 3 Tools for Getting It Done
⢠40. 1. The Customer Interview
⢠41. 2. A/B Testing
⢠42. 3. Customer Analytics
⢠43. KISSmetrics helps you find the right price 1 Know who to interview 2 Get A/B results from your whole funnel 3 Track WHOâs doing what
Lean UX: Getting out of the deliverables businessJeff Gothelf
Â
This is an expanded presentation detailing how to focus on leaner user experience design methods and reducing the amount of deliverables in your work. It advocates focusing on the actual experience being created and not the deliverable itself as the end state of a project by reducing waste and choosing the right tool at the right time at the right depth. See also bit.ly/LeanUX
Lean Analytics for Startups and EnterprisesLean Analytics
Â
Latest Lean Analytics workshop from the Lean Startup Week in San Francisco. Focusing on what metrics matter to both startups and big corporations. Incorporates elements of corporate innovation into the Lean Analytics framework to help bigger companies think through the data that really matters.
This is a 5-step model for creating a metrics framework for your business & customers, and how to apply it to your product & marketing efforts. The "pirate" part comes from the 5 steps: Acquisition, Activation, Retention, Referral, & Revenue (AARRR!)
Conversion conference london nov 2011 - multi channel testing - craig sullivanCraig Sullivan
Â
Cross channel testing tips including how to optimise your call tracking, call centres, contact methods, contact flows. Also how to deflect, manage or remove cost from contact handling.
This set of slides also covers our optimisation process, results and shows some case studies.
If you're a serious marketer, cross channel is going to be vital for you in 2012.
Explains the key drivers for a Freemium software offering with measured examples of companies that have accomplished it. Such as Dropbox, EverNote, Freshbooks, and others.
Conversion Conference - What's in YOUR toolkit?Craig Sullivan
Â
This set of slides lists 12 practical tools, techniques or services you can use to improve conversion rates.
There are handy lists of companies and websites that will make a welcome addition to the stuff that all marketers should be using.
How to be a Web 2.0 Metrics Jedi (Web 2.0 Expo, April 2009)Dan Olsen
Â
How to use metrics to optimize your product, marketing, and business by Dave McClure, Dan Olsen, and Ted Rheingold at O'Reilly San Francisco Web 2.0 Expo, April 2009.
Similar to Startup Metrics for Pirates (Startonomics Beijing, June 2009) (20)
US Startup Investment Market (Startonomics Tokyo, June 2009)Geeks On A Plane
Â
Presentation on US Startup & Seed / Angel Investment Market for Startonomics Tokyo (June, 2009). Speakers Dave McClure, Joyce Kim, Dave Troy, Ryan Pipkin.
Dev Dives: Train smarter, not harder â active learning and UiPath LLMs for do...UiPathCommunity
Â
đĽ Speed, accuracy, and scaling â discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Miningâ˘:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing â with little to no training required
Get an exclusive demo of the new family of UiPath LLMs â GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
đ¨âđŤ Andras Palfi, Senior Product Manager, UiPath
đŠâđŤ Lenka Dulovicova, Product Program Manager, UiPath
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
Â
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Â
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
Â
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. Whatâs changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
DevOps and Testing slides at DASA ConnectKari Kakkonen
Â
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Â
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as âpredictable inferenceâ.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
Â
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Â
Clients donât know what they donât know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clientsâ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
Â
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties â USA
Expansion of bot farms â how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks â Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
De-mystifying Zero to One: Design Informed Techniques for Greenfield Innovati...
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Startup Metrics for Pirates (Startonomics Beijing, June 2009)
1. Startup Metrics for Pirates:
AARRR!
Startonomics Beijing
Beijing, China - June 2009
Dave McClure, Founders Fund
http://www.foundersfund.com/
http://500hats.typepad.com/
http://slideshare.net/dmc500hats/
2. Startup Metrics for Pirates
⢠Acquisition: users come to site from various channels
⢠Activation: users enjoy 1st visit: quot;happyâ experience
⢠Retention: users come back, visit site multiple times
⢠Referral: users like product enough to refer others
⢠Revenue: users conduct some monetization behavior
AARRR!
(note: If youâre in a hurry, Google
âStartup Metricsâ & watch 5m video)
3. 50 Slides + 30 Min = Crap.
The Basics
⢠Measure Stuff. Keep It Simple.
⢠5 Steps: Startup Metrics for Pirates (AARRR!)
⢠3 Metrics Frameworks + 3 Roles (CEO, Dev/Product, Marketing)
⢠Iterate & Optimize. Feedback Loop. (Loop. Loop.)
⢠One Step at a Time. The âAss vs. Faceâ Issue.
Appendix (we wonât have time)
⢠Activation
⢠Retention
⢠Acquisition
⢠Referral
⢠Revenue
4. Dave McClure
2001-2009:
⢠Startup Investor: 500 Hats LLC, Founders Fund
⢠Tech Marketing: PayPal, Simply Hired, Mint
⢠Advisor, Angel Investor: 20+ Startups
⢠Conf. Organizer: Web 2.0, OâReilly, Startonomics
⢠Stanford Visiting Lecturer: Facebook, Startup Metrics
80âs & 90âs:
⢠Entrepreneur: Founder/CEO Aslan Computing (acq.)
⢠Developer: Windows Apps / SQL DB Admin
⢠User Groups: E-Commerce, Internet, Client-Server
⢠Engineer: Johns Hopkins â88, BS Eng / Applied Math
7. Web 2.0: Hell Yes, Good Times.
2. # Users, Bandwidth = Bigger.
3. Lower Startup Costs = Badder.
4. PPC, E-Com $ Growing = Uncut.
ď Collect Usage Metrics in Real-Time
ď Decisions Based on Measured User Behavior
8. The Startup Metrics Religion
⢠Progress â Features (Less = More)
⢠Focus on User Experience
⢠Measure Conversion; Compare 2+ Options
⢠Fast, Frequent Iteration (+ Feedback
Loop)
⢠Keep it Simple & Actionable
9. Minimize TOTAL time through the loop
IDEAS
LEARN BUILD
DATA
CODE
MEASURE
Source: Eric Ries,
The Lean Startup
10. Thereâs much moreâŚ
IDEAS
Learn Faster Code Faster
Split Tests LEARN BUILD Unit Tests
Customer Interviews Usability Tests
Customer Development Continuous Integration
Five Whys Root Cause Analysis Incremental Deployment
Customer Advisory Board Free & Open-Source
Falsifiable Hypotheses Components
Product Owner Accountability Cloud Computing
Customer Archetypes
Cross-functional Teams
DATA CODE Cluster Immune System
Just-in-time Scalability
Semi-autonomous Teams Refactoring
Smoke Tests Developer Sandbox
Minimum Viable Product
Measure Faster Funnel Analysis
MEASURE
Split Tests Cohort Analysis
Clear Product Owner Net Promoter Score
Continuous Deployment Search Engine
Usability Tests Marketing
Real-time Monitoring Real-Time Alerting Source: Eric Ries,
Customer Liaison Predictive Monitoring The Lean Startup
11. Q: Whatâs My Business Model?
Can be one of the following:
1. Get Users (= Acquisition, Referral)
2. Drive Usage (= Activation, Retention)
3. Make Money (= Revenue*)
* ideally profitable revenue
Note: eventually need to turn Users/Usage -> Money
12. AARRR!: 5-Step Startup Metrics Model
SEO Campaigns,
SEM PR Contests Biz
Social
Networks Dev
Blogs Affiliates
Apps & Direct,
Widgets Email Tel, TV
AC
N
O
T
S
I
U
Q
Domains
Emails &
Alerts
Blogs, RSS,
io n
News Feeds
R e tent
R
Ads, Lead Gen, Biz Dev
ev
System Events & Subscriptions,
Time-based
ECommerce
Features en
ue
Website.com $$
$
13. Just Gimme the GOOD Metrics.
Users, Pages, Clicks, Emails, $$$...?
Q: Which of these is best? How do you know?
⢠1,000,000 one-time, unregistered unique visitors
⢠500,000 visitors who view 2+ pages / stay 10+ sec
the
good ⢠200,000 visitors who clicked on a link or button
stuff.
⢠20,000 registered users w/ email address
⢠2,000 passionate fans who refer 5+ users / mo.
⢠1,000 monthly subscribers @ $5/mo
14. 3 Core Models:
biz model, conversion dashboard, mktg channels
⢠Define 1-Page Biz Model: customer segments + desired actions / behaviors
⢠Identify critical Conversion Events & Dashboard for each segment & prioritize
⢠Test & develop Marketing Channels; measure Volume (#), Cost ($), Conv (%)
ď Optimize product & marketing using Fast Iteration Cycles & A/B Testing
15. Role: Founder/CEO
Q: Which Metrics? Why?
A: Focus on Critical Few Actionable Metrics
(if you donât use the metric to make a decision, itâs not actionable)
⢠Hypothesize Customer Lifecycle
⢠Target ~3-5 Conversion Events (tip: Less = More)
⢠Test, Measure, Iterate to Improve
16. The 1-Page Business Model
(Users + Conversions + Priorities)
Q1: What types of people use your website?
⢠Visitor = Average User / Buyer
⢠Contributor = Content Contributor / Seller
⢠Distributor = Passionate Fan (unpaid) / Affiliate (paid)
Q2: What actions could they take to help you or them ?
18. TeachStreet 1-Page Business Model:
Teachers & Students
Te a c h e r s S tu d e n ts
A c t iv a t i â˘Claim Profile â˘Contact Teacher
on â˘Add Class â˘View 3 Pages
Re te n ti â˘Visit 1x/mo for 3 moâs â˘Visit 1x/mo for 3
on moâs
Re fe rr â˘Request Review â˘Suggest Teacher
al
20. Role: Product / Engineering
Q: What Features to Build? Why? When are you âDoneâ?
A: Easy-to-Find, Fun/Useful, Unique Features that
Increase Conversion (stop iterating when increase decelerates)
⢠Wireframes = Conversion Steps
⢠Measure, A/B Test, Iterate FAST (daily/weekly)
⢠Optimize for Conversion Improvement
â 80% on existing feature optimization
â 20% on new feature development
21. Optimize 4 Happiness $$$
(both User + Business)
⢠Define States of User + Business Value
⢠Prioritize (Estimate) Relative Value of Each State
⢠Move Users: Lower Value -> Higher Value
⢠Optimize for User Happiness / Business $$$
⢠Achieve Low Cost + High Value @ Scale
22. Discover Meaning
Keywords, Images, Call-to-Action
Top 10 - 100 words Call-to-Action
⢠Your Brand / Products ⢠Words
⢠Customer Needs / Benefits ⢠Images
⢠Competitorâs Brand / Products ⢠Context
⢠Semantic Equivalents ⢠Button/Link
⢠Misspellings ⢠Emotion
Relevant images
Result
⢠People
⢠Positive?
⢠Products
⢠Negative?
⢠Problems
⢠Neutral (= Death)
⢠Solutions
⢠A/B test & Iterate
23. Example Conversion Dashboard
(note: *not* actuals⌠your mileage may vary)
Stage Conversion Status Conv. Est. Value
% (*not* cost)
Acquisition Visitors -> Site/Widget/Landing Page 60% $.05
(2+ pages, 10+ sec, 1+ clicks = donât abandon)
Activation âHappyâ 1st Visit; Usage/Signup 15% $.25
(clicks/time/pages, email/profile reg, feature usage)
Retention Users Come Back; Multiple Visits 5% $1
(1-3x visits/mo; email/feed open rate / CTR)
Referral Users Refer Others 1% $5
(cust sat >=8; viral K factor > 1; )
Revenue Users Pay / Generate $$$ 2% $50
(first txn, break-even, target profitability)
24. Role: Marketing / Sales
Q: What channels? Which users? Why?
A: High Volume (#), Low Cost ($), High Conv (%)
⢠Design & Test Multiple Marketing Channels + Campaigns
⢠Select & Focus on Best-Performing Channels & Themes
⢠Optimize for conversion to target CTAs, not just site/landing page
⢠Match/Drive channel cost to/below revenue potential
⢠Low-Hanging Fruit:
â Blogs
â SEO/SEM
â Landing Pages
â Automated Emails
25. Example Marketing Channels
⢠PR ⢠Email
⢠Contest ⢠SEO / SEM
⢠Biz Dev ⢠Blogs / Bloggers
⢠Direct Marketing ⢠Viral / Referral
⢠Radio / TV / Print ⢠Affiliate / CPA
⢠Dedicated Sales ⢠Widgets / Apps
⢠Telemarketing ⢠LOLCats ;)
26. MAARRRketing Plan
Marketing Plan = Target Customer Acquisition Channels
⢠3 Important Factors = Volume (#), Cost ($), Conversion (%)
⢠Measure conversion to target customer actions
⢠Test audience segments, campaign themes, Call-To-Action (CTAs)
[Gradually] Match Channel Costs => Revenue Potential
⢠Increase Vol. & Conversion, Decrease Cost, Optimize for Revenue Potential
⢠Avg Txn Value (ATV), Ann Rev Per User (ARPU), Cust Lifetime Value (CLV)
⢠Design channels that (eventually) cost <20-50% of target ATV, ARPU, CLV
Consider Costs, Scarce Resource Tradeoffs
⢠Actual $ expenses
⢠Marketing time & resources
⢠Product/Engineering time & resources
⢠Cashflow timing of expense vs. revenue, profit
27. One Step at a Time.
1. Make a Good Product: Activation & Retention
2. Market the Product: Acquisition & Referral
3. Make Money: Revenue & Profitability
âYou probably canât save your Ass and your Face
at the same time⌠choose carefully.â â DMC
28. Summary
⢠Measure Stuff. Keep It Simple.
⢠5 Steps: Startup Metrics for Pirates (AARRR!)
⢠3 Items: Biz Model, Conversion, Mktg Channels
⢠Iterate & Optimize. Feedback Loop. (Loop. Loop).
⢠One Step at a Time.
29. Links & Resources
Additional References:
⢠âInfluence: The Psychology of Persuasionâ, Robert Cialdini (book)
⢠âPutting the Fun in Functionalâ, Amy Jo Kim (etech 2006 preso)
⢠âFuturistic Playâ, Andrew Chen (blog)
⢠âDonât Make Me Thinkâ, Steve Krug (book)
⢠âDesigning for the Social Webâ, Joshua Porter (book, website)
⢠âStartup Lessons Learnedâ, Eric Ries (blog)
⢠âCustomer Development Methodologyâ Steve Blank (presentation, blog)
⢠âStartup-Marketing.comâ, Sean Ellis (blog)
32. Activation
SEO Campaigns,
SEM PR Contests Biz
Social
Networks Dev
Blogs Affiliates Activation Criteria:
Apps & Direct,
Widgets Email Tel, TV ⢠10-30+ seconds
Domains ⢠2-3+ page views
⢠3-5+ clicks
⢠1 key feature usage
do LOTS of landing page
& A/B tests â
make lots of dumb
guesses & iterate FAST
Website.com
33. Activation
What do users do on their first visit?
Example Activation Goals
⢠Click on something!
⢠Account sign up / Emails
⢠Referrals / Tell a friend
⢠Widgets / Embeds
⢠Low Bounce Rate
Activation Tips
⢠Less is more
⢠Focus on user experience / usability
⢠Provide incentives & call to actions
⢠Test and iterate continuously
34. Activation
What do users do on their first visit?
Key Metrics to Track
ďź Pages per visit
ďź Time on site
ďź Conversions
35. Activation
Tools
Crazy Egg (Visual Click Mapping)
http://crazyegg.com
Google Website Optimizer (A/B & Multivariate Testing)
http://google.com/websiteoptimizer
Marketo.com (B2B Lead Generation Management)
http://marketo.com
Resources
Experimentation and Testing: A Primer
kaushik.net/avinash/2006/05/experimentation-and-testing-a-primer.html
Landing Page Design Toolbox: 100 Tips & Tools
http://tinyurl.com/326co6
Landing Page Tutorials & Case Studies
http://www.copyblogger.com/landing-pages/
101 Easy Easy to use Google Website Optimizer
http://conversion-rate-experts.com/articles/101-google-website-optimizer-tips/
37. Retention
SEO Campaigns,
Automated emails: SEM PR Contests Biz
Social
Networks Dev
⢠lifecycle emails @ +3, +7, +30d Blogs Affiliates
Apps & Direct,
⢠status / âbest ofâ weekly/monthly Widgets Email Tel, TV
⢠âsomething happenedâ emails Domains
BUT:
⢠make it easy to unsubscribe
Emails &
Alerts
Blogs, RSS,
News Feeds
Tip on emails:
⢠> 80% or more on SUBJECT LINE
System Events &
⢠< 20% or less on BODY TEXT Time-based
Features
Website.com
38. Retention
How do users come back? How often?
Cohort Analysis:
⢠Distrib of Visits over Time
⢠Rate of Decay
⢠Effective Customer Lifecycle
Retention Methods
ďź Automated Emails
* Track open rate / CTR / Quantity
ďź RSS / News Feeds
* Track % viewed / CTR / Quantity
ďź Widgets / Embeds
* Track impressions / CTR / Quantity
39. Retention
How do users come back? How often?
Example Retention Goals
⢠1 - 3+ visits per month
⢠20% open rate / 2% CTR
⢠High deliverability / Low spam rating
⢠Long customer life cycle / Low decay
⢠Identify fanatics and cheerleaders
Retention Tips
⢠Email is simple and it works
⢠BUT make unsubscribe easy
⢠80% subject line / 20% body text
⢠ACTUALLY 99% subject line / 1% body text
⢠Fanatics = virality + affiliate channel (bloggers?)
40. Retention
How do users come back? How often?
Key Metrics to Track
ďź Source
ďź Quantity
ďź Conversions
ďź Visitor Loyalty
ďź Session Length
43. Acquisition
SEO Campaigns,
SEM PR Contests Biz
Social
Networks Dev
Blogs Affiliates
Apps & Direct,
Widgets Email Tel, TV
Domains
Marketing Channels:
⢠largest-volume (#)
⢠lowest-cost ($)
⢠best-performing (%)
Website.com
44. Acquisition
Where are users coming from?
Acquisition Methods
ďź SEO / SEM
ďź Blogs
ďź Email
ďź Social Media &
Social Networks
ďź Domains
45. Acquisition
Keyword Vocabulary
Top 10 - 100 words
⢠Your Brand / Products
⢠Customer Needs / Benefits
⢠Competitorâs Brand / Products
⢠Semantic Equivalents
⢠Misspellings
Things to analyze
⢠Sources
⢠Volume
⢠Cost
⢠Conversion
46. Acquisition
Where are users coming from?
Key Metrics to Track Example
ďź Quantity (#)
ďź Cost ($)
ďź Conversions (%)
47. Acquisition
Tools
Google Analytics (web analytics)
google.com/analytics
Google Keyword Tool (keyword research tool)
adwords.google.com/select/KeywordToolExternal
SEO Book Tools (SEO related tools)
tools.seobook.com
Resources
SEO Book Blog
seobook.com/blog
The Social Media Manual: Read Before You Play
searchengineland.com/071120-144401.php
Strategies to ruthlessly acquire users
andrewchen.typepad.com/andrew_chens_blog/2007/04/10_obvious_stra.
html
49. Referral
SEO Campaigns,
SEM PR Contests Biz
Social
Networks Dev
Blogs Affiliates
Apps & Direct,
Widgets Email Tel, TV
n
o
t
s
i
u
q
c
A
Domains
Emails &
Alerts
Blogs, RSS,
n
News Feeds ntio
Rete
Focus on driving referrals
System Events &
Time-based
*after* users have a
Features âhappyâ experience;
avg score >= 8 out of 10
Website.com
50. Referral
How do users refer others?
Referral Methods
ďź Send to Friend:
Email / IM
ďź Social Media
ďź Widgets / Embeds
ďź Affiliates
51. Referral
Viral Growth Factor
Viral Growth Factor = X * Y * Z
X = % of users who invite other people
Y = average # of people that they invited
Z = % of users who accepted an invitation
A viral growth factor > 1 means an exponential organic user acquisition.
52. Referral
Tools
Gigya (social media distribution & tracking tool)
gigya.com
ShareThis / AddThis (sharing buttons)
sharethis.com / addthis.com
GetMyContacts (PHP contacts importing & invitation software)
getmycontacts.com
Resources
Seven Ways to GO VIRAL
lsvp.wordpress.com/2007/03/02/seven-ways-to-go-viral/
Whatâs your viral loop? Understanding the engine of adoption
andrewchen.typepad.com/andrew_chens_blog/2007/07/whats-your-
vira.html
Metrics: Where Users Come From
slideshare.net/guest2968b8/rockyou-snap-summit-32508
54. Revenue
SEO Campaigns,
SEM PR Contests Biz
Social
Networks Dev
Blogs Affiliates
Apps & Direct,
Widgets Email Tel, TV
n
o
t
s
i
u
q
c
A
Domains
Emails &
Alerts
Blogs, RSS,
io n
News Feeds
R ete n t
R
Ads, Lead Gen, Biz Dev
ev
System Events & Subscriptions,
Time-based
ECommerce
Features en
ue
This is the part *you* Website.com
still have to figure outâŚ
$$
(we donât know jack
$
about your business)
55. Revenue
How do you make money?
Revenue Tips
⢠Donât Rely on AdSense (only)
⢠Start Free => 2% âFreemiumâ
⢠Subscription / Recurring transactions
⢠Qualify your customers -> Lead generation (arbitrage)
⢠Sell something! (physical or virtual)
56. Revenue
Resources & Tools
Revenue Metrics (Andrew Chen)
http://tinyurl.com/47r63a
How to Create a Profitable âFreemiumâ Startup (Andrew Chen)
http://tinyurl.com/8z9ygk
2008 Affiliate Marketing Review (Scott Jangro)
http://tinyurl.com/86wak4
57. Be Bold. Be Humble.
ď 20% Inspiration + 80% Perspiration
ď Long-term: Audacity + Creative Inspiration
ď Short-term: Humility + Analytic Rigor
Stuff That Matters:
⢠Passion for Problem/Solution + Hypothesis of Customer Lifecycle
⢠1-page Business Model: Prioritized List of (Users + Conversions)
⢠Critical, Few, Actionable Metrics + Dashboard of Measured User Behavior
⢠1-pg Marketing Plan: (Channels + Campaigns) * (Volume, Cost, Conv %)
⢠Velocity of (Product Execution + Cycle Time of Testing) * Iteration
58. Passion vs. Precision
⢠âSolve a Problemâ = Passion
⢠âOptimize the Solutionâ = Precision
ď Long-term: Audacity + Creative Inspiration
ď Short-term: Humility + Analytic Rigor
BUT:
⢠Precisionâ is Illusion; âdataâ is fuzzy
⢠Collecting & Interpreting data takes time & effort
⢠Keep Metrics Simple & Actionable
59. Types of Measurement
1. Qualitative: Usability Testing / Session Monitoring
⢠Watch users, guess problems & solutions from small # of users
2. Quantitative: Traffic Analysis / User Engagement
⢠Track users, usage, conv %'s for empirical sample # of users
3. Comparative: A/B, Multivariate Testing
⢠Compare what users do in one scenario vs another
⢠Measure which copy/graphics/UI are most effective
4. Competitive: Monitoring & Tracking Competitors
⢠Track competitor activity & compare against yours (if possible)
⢠Compare channels, keyword traffic, demographics, user sat, etc.
BUILT TO LEARNThis is the core feedback loop that powers startups. Their goal is not to optimize the time it takes to do any one of these steps. There are many specific practices that can power lean startups, and weâll cover a few in this presentation. But more important than any specific practice is this core idea: startups should be built to learn.
Webcast: May 1Workshop: May 29Fliers up frontDiscussion in web2open<number><number>
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Qualitative: SurveyMonkey (surveys), CrazyEgg (heatmap), TechSmith Morae / UserVue (ux recording), RobotReplay, TapeFailure. Quantitative: Google Analytics (free), MyBlogLog, ClickTracks, Index Tools, Visual Sciences / Webside Story, Omniture, WebTrends, etc. Comparative: Google Website Optimizer, SiteSpect, Optimost, Offermatica, Vertster, Kefta. Competitive: Quantcast, Compete.com, Alexa, Hitwise, Comscore, Nielsens. see more info at: http://webanalyticsassociation.com/ (WAA) http://kaushik.net/ (Avinash Kaushik) http://grokdotcom.com/ (Eisenbergs) http://www.emetrics.org/ (Jim Sterne)