This is the talk we give to out founders about how to look for product / market fit, and how to establish KPIs and leading metrics for their startups. We end talking about the kinds of analytics formats that are best to get started with.

2. ●
●
●
●
●
●
●

4. ● competition
●
○
○
○
●
● Market Determines
which Products win

5. Before After
Goal Get to “After”
Scalable, Repeatable, Predictable
Growth
Experiments
Pivots
(Product, Customer, Messaging)
Optimization and Expansion
Process Hustling, “Not Scalable” Work
Growth / Channel Analysis and
Automation
Data Qualitative, Quantitative Quantitative, Qualitative
Metric Engagement and Retention Growth Rate
Focus Fast Learning Fast Learning
https://drive.google.com/file/d/0B8AOwcvjck76ekZsZS1LaG5jeDQ/view?usp=sharing

6. Before After
Goal Get to “After”
Scalable, Repeatable, Predictable
Growth
Experiments
Pivots
(Product, Customer, Messaging)
Optimization and Expansion
Process Hustling, “Not Scalable” Work
Growth / Channel Analysis and
Automation
Data Qualitative, Quantitative Quantitative, Qualitative
Metric Engagement and Retention Growth Rate
Focus Fast Learning Fast Learning
https://drive.google.com/file/d/0B8AOwcvjck76ekZsZS1LaG5jeDQ/view?usp=sharing

7. ●
●
○
○
○
○
○
○
The customers started ripping it out of our hands… Almost
every metric in the business goes nuts.
-Peter Reinhard (Segment.io)
https://www.youtube.com/watch?v=_6pl5GG8RQ4

8. ●
○
○
○
●
○
○
“If you have to ask if you have found it, you haven't.”
-Eric Reis
https://blog.chartmogul.com/reaching-product-market-fit/

10. Taking Metrics Seriously (or Not)
Not seriously
enough
Too
seriously
●
●

11. Taking Metrics Seriously (or Not)
Not seriously
enough
Too
seriously
●
●
●
● →

12. KPIs
What is
or isn’t working?
Is something great / terrible
going on?
They will ALWAYS
ask for numbers and traction
5. What patterns exist?
http://www.slideshare.net/andyjy/analytics-for-startups-500-startups-accelerator-marketing-hell-week-61589197

13. The Goal: “Top Level KPIs” “The Only Metric that
Matters (OMTM)” “The North Star”
●
●
●
○
●
○
http://www.slideshare.net/andyjy/analytics-for-startups-500-startups-accelerator-marketing-hell-week-61589197

14. ●
○
○
○
●

24. What kind of retention do you need?

25. ● Magic Moment
○
●
○
●
○ Ask your first users
○ Look for correlations
●
https://www.youtube.com/watch?v=URiIsrdplbo

27. What is the
“Only Metric that Matters”
for this business?
Brainstorm

28. What is the
“Only Metric that Matters”
for this business?
What is the
“Only Metric that Matters”
now?
Brainstorm

29. A lot of diversity across different sectors
http://www.startuplessonslearned.com/2013/03/lean-analytics.html

30. ●
○
○
●
○ →
○ →
○ →
●
→ Drivers (Funnel)

31. Drivers Top Level
Fast Learning

32. ● Measureable every day
●
●
●
●
●
●
●
https://docs.google.com/presentation/d/10wgLWDs-zJN9q5KYHKCRGEE9HPPh1lfX59fX-b5vsPI/edit#slide=id.g11c06a071b_1_265
Fast Learning
Drivers Top Level

33. Clear
“OMTM”
Lagging
Metrics
Drivers
These are the metrics this team can control and optimize with
https://docs.google.com/spreadsheets/d/1X2CHlelofACLGh3kn54042h_8jpzyWkM7OU8TR12M8A/edit#gid=0 (Another Example)

35. ●
○ → →
○
●
● three or four key metrics
● drivers for each metric
●

37. ● No excuse
●
●
○
○
● →
○
○
● We aren’t going to do it for you

38. https://docs.google.com/presentation/d/1-PtxJ06rMkMRZWpq8RpWSkMtv5JWh-3lM1R9AQdXwnc/edit#slide=id.g11c06a071b_1_110

39. Pages / URLs
● When a user gets to X page or
URL, they have converted
●
●
●
●
●
Events
● When a user takes X action on a
page or mobile app, they have
converted
●
●
●
●
●

40. Event Tracking in the Background
To track this CTA as an event,
this is happening in the background
$( "body" ).on( "mousedown",
'[href="http://www.pitchnight.uy"]',
function(e) {
if( e.which <= 2 ) {
ga('send', 'event', 'PitchNight',
'click', 'button')
}
});
});

41. Event Tracking in the Background
To track this CTA as an event,
this is happening in the background
$( "body" ).on( "mousedown",
'[href="http://www.pitchnight.uy"]',
function(e) {
if( e.which <= 2 ) {
ga('send', 'event', 'PitchNight',
'click', 'button')
}
});
});
Command to Google Analytics to
send an event
The information we want to attach
to the event (defined by us)

42. ●
you need to define the goal
or conversion in the metrics platform
●
○
○
If my account in GA detects an event with ...
'PitchNight', 'click', 'button'
… it is marked as a Goal or Conversion

43. ● most volume
● most impact
● least / most resources

44. ●
automate many
tasks
○
○
●
●
○