1. How to catch the fish
And learn how to improve your
fishing power

2. WHY I AM HERE
To kick your ass...

3. WHY I AM HERE
Time to wake up...

4. WHAT DO YOU REALLY
KNOW ABOUT YOUR
REALITY?

5. THERE IS NO WAY BACK!

6. WHAT IS THE PROBLEM YOU
ARE TRYING TO SOLVE?

7. WHAT IS YOUR MOST
IMPORTANT CUSTOMER
SEGMENT?

8. WHO IS YOUR BEST
CUSTOMER?

9. WHY IS THIS YOUR BEST
CUSTOMER?

10. HOW DO YOU (PLAN TO)
MAKE YOUR MONEY?

11. HAVE YOU COLLABORATED
WITH YOUR (POTENTIAL)
CUSTOMERS?

12. WHO TRIED THIS
BEFORE?

13. WHAT IS YOUR MOST
USED FEATURE?

14. THERE IS NO WAY BACK!

15. YOU’RE DOING TOO MUCH

16. EVERY WEEK
KILL A FEATURE

17. DON’T HANG ON TO THINGS
THAT YOU MIGHT BUILD
SOMEDAY

18. CREATE HYPER FOCUS

19. TAKE OUT A FEATURE AND
MONITOR THE REACTIONS

20. Either they love it or hate it, all other reactions means you’re screwed
OPTIMIZE FOR
HAPPINESS

21. Dave McClures’
AARRR

22. Create different storylines for different combinations
NARRATIVE OF YOUR
PROCESS

23. Let’s take a look at this meta-framework
EXAMPLES

24. #1 DOGGIECOLR
Social Network for Dog Lovers
Makes money through advertising and affiliate sales of
lush dog collars.
Key business drivers
Advertising and affiliates need large traffic/page views
so growth and retention are key.

25. ACQUISITION VISIT
ACQUISITION SIGN-UP
ACTIVATION CREATE
PROFILE
ACTIVATION POST
PICTURES
COMMENT
REFERRAL SHARE
PICTURES
INVITE
FRIENDS
REVENUE BUY COLAR

26. #2 AGILESAMBA
Project management tool for Agile
startups
Makes money through monthly subscriptions. Has a free
trial period.
Key business drivers
Conversion to paid users and cancellation rates.

27. ACQUISITION VISIT
ACQUISITION SIGN-UP
ACTIVATION CREATE
PROJECT
REVENUE UPGRADES
PAID
REVENUE CANCELS
ACCOUNT

28. Let’s take a closer look at this meta-framework
ACQUISITION

29. ARE YOU FISHING IN THE
RIGHT POND?

30. HOW DO YOU GET NEW
CUSTOMERS?

31. IS YOUR MESSAGE
REACHING THE RIGHT
PEOPLE?

32. ARE YOU FOCUSSING ON
THE RIGHT PEOPLE?

33. ACTIVATION

34. ARE YOU USING THE
RIGHT BAIT?

35. HOW DO YOU LAND
POTENTIAL CUSTOMERS?

36. IS YOUR MESSAGE
CLEAR?

37. ARE YOU HELPING YOUR
CUSTOMERS?

38. RETENTION

39. DO YOU USE THE RIGHT
MATERIAL?

40. HOW DO YOU MAKE
CUSTOMERS STAY?

41. DO YOU OFFER THE
RIGHT EXPERIENCE?

42. DO YOU OFFER QUALITY?

43. REFERRAL

44. HOW DO YOUR FISHES
LURE IN MORE FISHES?

45. HOW IMPORTANT IS
WORD OF MOUTH?

46. HOW EASY IS IT FOR
CUSTOMERS TO SHARE
THEIR EXPERIENCES?

47. REVENUE

48. SELLING YOUR FISH

49. HOW DO YOU (PLAN TO)
MAKE YOUR MONEY?

50. ARE YOU CATCHING THE
RIGHT FISH?

51. TIME TO START
MEASURING AND LEARN

52. Metrics that make you feel good but don’t tell anything…
VANITY METRICS

53. 150 000 Users
Numerous superior competitors
…
WHAT WOULD INDICATE
SUCCES?

54. Let us examine Facebook…
WHAT WOULD INDICATE
SUCCES?

55. Metrics that matter!
• Value Hypothesis
 How do we add more value to our cusotmers live?
• Growth Hypothesis
 Through what engine will we acquire new customers?

56. Metrics that matter!
• Value Hypothesis
 How do we add more value to our cusotmers live?
• Growth Hypothesis
 Through what engine will we acquire new customers?

57. Fact: New users are more engaged! Group users in month or week.
COHORT

58. Let different groups of customers validate different new features
A-B TESTING

59. Experiment, validate learning & change!
RATE OF VALIDATED
LEARNING

60. Viral Coeff = Invites * Conversion Rate
Examples: Facebook, Hotmail…
Focus on Acquisition & Referral – Revenu is side effect
VIRAL COEFFICIENT

61. LTV = Cost of Acquiring Customer / Earnings from that customer
Examples: Amazon, Match.com…
Focus on Activation & Retention – Payment is central
LIFETIME VALUE (LTV)

62. Recommended Software
• Ubounce
• KISS Metrics
• Survey.io
• Wufoo
• LinkShiftr

64. WE DONT’T KNOW
ENOUGH!

65. WE’RE DOING TO MUCH!

66. Acquisition
Activation
Retention
Referral
Revenue
WE CAN USE AARRR TO
BUILD THE NARRATIVE OF
YOUR STRATEGY!

67. WE SHOULD FOCUS ON
REAL METRICS

68. J
WE SHOULD GO OUT AND
COLLABORATE WITH OUR
CUSTOMERS!

69. THERE IS NO WAY BACK!

70. Thank you
Slidedeck by: Erik Talboom – Jurgen De Smet – Maarten Volders