Funnel Analysis for Management Consultants & Business Analysts

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Funnel Analysis for
Management
Consultants
A practical guide on how to do funnel analyses &
use them for decision making

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Funnels and funnel analyses are great tools that can help you find problems
and opportunities, optimize processes as well as manage projects.

3
They are widely used by technological firms. However, many
industries are still not using them, despite their big potential.

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In this course, I will teach you how to use funnel
analyses to increase the profits of the firm.

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Target Group What you will learn What you will get
▪ Management Consultants &
Business Analysts
▪ Analysts working in Planning
Departments, Acquisition &
Retention Teams
▪ Business Analysts working in PMO
or Strategic Departments
▪ What are funnels and how to
analyze them
▪ How to use funnels and funnel
analysis to increase sales and
profits
▪ How to use funnels to manage
tests, projects, tasks
▪ Ready made analyses in Excel
▪ List of Recommended readings
(articles, books)

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Sales Funnels Sales Funnels by Cohorts
What is a Funnel and a
Funnel Analysis
Funnels in Project
Management
Funnels in Testing

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This course will help you use and analyze
funnels on the level of top management
consultants

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What you will see in this presentation is a part of my online course where you
can find case studies showing analyses along with detailed calculations in Excel
Funnel Analysis for Management
Consultants & Analysts
$99
$19
Click here to check my course

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In business you have to make a lot of important decisions
In this course I will teach how to use funnel
analyses to increase the profits of the firm.

11
Sales Funnels Sales Funnels by Cohorts
What is a Funnel and a
Funnel Analysis
Funnels in Project
Management
Funnels in Testing

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What is a Funnel Analysis
– Introduction

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Funnel Analysis can be used to map and analyze a series of events that lead to a particular goal. In this
section we will discuss what is a funnel analysis and how you can use it to achieve better business results.

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In this section, we will talk about the following things
How to use a funnel
analysis
How to present a funnel
Definition of a Funnel
Analysis

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Definition of a
Funnel Analysis

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Let’s start with a short definition
▪ It is a tool that can be used to map and analyze a series of events
that lead to a particular goal
▪ The goal may be Sales, Gross Margin, number of customers
acquired, number of projects done
▪ Funnel analysis can help you manage the process of achieving the
goal and find ways to improve the situation
Funnel Analysis
=

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Stage 1
(Input Stage)
Stage 2 Stage 3 Stage 4
Stage 5
(Output Stage)
Let’s have a look at the general concept of the funnel

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One of the most often used examples of a funnel is the AIDA
A
I
D
A
Attention
Interest
Desire
Action

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Extension of the AIDA funnel is the sales-marketing funnel used to track
customers
Awareness
Lead Capture
Marketing Qualified Leads
Prospect
Sales Qualified Leads
Negotiations
Customer
Marketing
Sales

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You can have further modifications of the funnel by showing not only
the acquisition stages but also the retention stages
Awareness
Interest
Preference
Consideration
Purchase
Support
Loyalty
Advocacy

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Funnel Analysis are used for different purposes
Funnel Analysis
Sales & Marketing
Funnels
Analysis of Segments /
Cohorts
Managing Tests Managing Projects

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Check the video on YouTube for more details
Click here to go to the video

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How to use a funnel
analysis

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The Funnel Analysis consists of 5 main stages
Define the goal
Define the stages
that lead you to
achieve the goal
Measure current
performance & Find
potential
improvements
Test & Analyze
results
Implement
▪ Define the goal you
want to achieve or
improve using
funnel analysis
▪ Observe the thing
you want to
improve
▪ Divide the process
that leads to the
result into stages
▪ Measure the
current
performance by
stages
▪ Check how much
input enters the
funnel and moves
to the next stage
▪ Create a list of ideas
by stages that will
help you improve
the situation
▪ Define test that will
help you check your
ideas for
improvements
▪ Using data from the
tests analyze which
ideas generated
positive result
▪ Rank the ideas –
impact vs effort for
example using low
hanging fruit
framework
▪ Pick which things
you want to
implement to
improve the end-
result
▪ Do the necessary
modifications,
changes

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How to present a Funnel
Analysis

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There are many ways to present the funnel analysis. In this
lecture, we will discuss the most often used methods.

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Let’s look at the classical for of presenting the funnel in the vertical
form
A
I
D
A

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We can also present it in a horizontal form
A
I
D
A

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…or classical column chart
A
A
I
D

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We will quite often present the stages that the funnel consists of
A I D A

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We will quite often present the stages that the funnel consists of
A I D A

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Such form enables us to show KPIs, responsibility and potential
improvements for every stages
A I D A
Conversion
rate
Potential
Improvements
% of initial
Group
▪ 100%
▪ Increase # of
presentation on
SlideShare
▪ More events
▪ More digital ads
▪ Create a net of
affiliate partners
Who is
responsible
▪ Partners & Directors
▪ 30%
▪ 30%
▪ Scoring Model based
on previous projects
▪ Directors
▪ 50%
▪ 15%
▪ Industry research
▪ Database of
benchmarks
▪ Network of experts
in selected industries
▪ Directors
▪ Project Managers
▪ 100%
▪ 5%
▪ Overstaff projects
▪ Train Business
Analysts &
Associates
▪ Create templates &
Frameworks

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In this course we will mainly you 2 versions of the funnels
Horizontal funnel with a description
Classical vertical funnel

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If we use the funnel in vertical or horizontal form, we can show
graphically the change in the funnel efficiency
A
I
D
A

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If we use the funnel in vertical or horizontal form, we can show
graphically the change in the funnel efficiency
A
I
D
A

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Let’s see a funnel analysis of number of customers who, after clicking on
an advertisement of the app, became its users
Click to the add
Visit app store website
Run the app
Download and install app
Fill in registration data
Complete registration
100%
85%
62%
54%
38%
24%
% of initial
Group
Conversion
rate
100%
85%
73%
87%
70%
64%

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Let’s see below on funnel analysis of customers who decided to book a
hotel through dedicated website
20
18
14
7
3
Start session Product viewed Add to cart Registered Purchase
Funnel Analysis of customers who decided to book a hotel online
In millions

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Idea Preparation Testing
Analyzing
Results
Yes No
Implementation?
Idea 2 Idea 2 Idea 4
Idea 5
Idea 1
Idea 3
Idea 5
Idea 5
Idea 5
Idea 6
Idea 7
Let’s have a look how we can use a funnel analysis in the case of analyzing
and testing different ideas to improve business results

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Shape-up
Preparation of
Materials
Movie shooting Editing the movies
Check the movies
and upload the
material
Below an example of process of creating online courses by small
company. This also can be an example of funnel analysis
Manager Manager
▪ 15 ▪ 20
Manager
▪ 10
Manager
▪ 200
Manager
▪ 8
Who does
it?
Required
man-hours
to do it

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In many cases, firms divide the whole funnel into parts. This method is used to manage people
and activities in the company. Different parts are often assigned to different departments.

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Let’s see for example how the sales-marketing funnel is divided
Awareness
Opinion
Preference
Consideration
Purchase
TOTF
MOTF
BOTF
Top of the funnel
Middle of the
funnel
Bottom of the
funnel
Marketing
Marketing &
Sales
Sales

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Funnel Analysis in Sales
– Introduction

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Funnel analyses are used successfully in sales & marketing. In this
section, we will show you how to analyze sales funnels in Excel.

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Direct Sales Funnel in
consulting – Case study
E-commerce Sales Funnel
Direct Sales Funnel
SaaS Sales Funnel
Potential Improvements in
e-commerce – Case study
Marketplace Sales Funnel
AARRR framework
Mobile Apps Sales Funnel

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▪ By direct sales we mean reaching out and selling directly to end-
customers, skipping any middlemen
▪ Direct sales are mainly done through sales representatives who
recommend products or services and encourage potential
customers to buy
Direct Sales
=

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Direct sales is widely used especially if the transaction size is big and the
customer is difficult
Professional services (Consulting,
Lawyers)
Big B2B contracts (planes, car
fleet, technological line)
Enterprise Software
B2B long term contracts for
smaller items
Some Consumer goods (Avon,
Herbalife)
Initial sales in startups
Insurance Products sold via Call Centers

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Now let’s have a look at a few examples of funnels in different
industries
Consulting Cosmetics
Car Fleet
Smartphone / Phone
Contract

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Let’s start from the example of funnel in consulting
Consulting

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In direct sales in consulting we can have the following funnel
Contact potential customers
Qualify the customer
Sign the contract
Create Demand
Deliver the project successfully

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Contact potential
customers
Qualify the customer Create Demand Sign the contract
Deliver the project
successfully
The same funnel we can show in a bit different way
Conversion
rate
Potential
Improvements
% of initial
Group
▪ 100%
▪ Increase # of
presentation on
SlideShare
▪ More events
▪ More digital ads
▪ Create a net of
affiliate partners
Who is
responsible
▪ Partners & Directors
▪ 30%
▪ 30%
▪ Scoring Model based
on previous projects
▪ Directors
▪ 50%
▪ 15%
▪ Industry research
▪ Database of
benchmarks
▪ Network of experts
in selected industries
▪ Directors
▪ 33%
▪ 5%
▪ Template of
contracts for
different services
▪ Directors
▪ 100%
▪ 5%
▪ Overstaff projects
▪ Train Business
Analysts &
Associates
▪ Create templates &
Frameworks

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Now we will discuss the second example related to the car fleet
Car Fleet
Smartphone / Phone
Contract

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Now we will discuss the second example related to the car fleet
Car Fleet

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Let’s have a look how we can create funnel for a car fleet company
Find potential customers
Sign the contract
Create an offer for the customer
Provide additional services

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Find potential
customers
Create an offer for the
customer
Sign the contract
Provide additional
services
Conversion
rate
Potential
Improvements
% of initial
Group
▪ 100%
▪ More business
events and
conferences
▪ Digital adds
▪ Software for finding
and analyzing
tenders
Who is
responsible
▪ Business
Development
▪ 55%
▪ 55%
▪ Excel based tool for
estimating the
potential revenues
and margins for
specific contract
▪ Business
Development
▪ 36%
▪ 20%
▪ Fleet Manager
▪ 20%
▪ 4%
▪ Standard Contracts
▪ 2 Lawyers assigned
to the team part-
time
▪ Fleet Manager
▪ 80%
▪ 3%
▪ New Partnerships
with Strategic
Departments
▪ Fleet Manager
▪ Standard offers for
different types of
fleets
▪ Software to
customize the offers

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We have discussed the first 2 examples
Car Fleet
Smartphone / Phone
Contract

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Have a look at the 2 next examples in the presentation
Cosmetics
Smartphone / Phone
Contract

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The third example is related to Phone companies selling you the
smartphone along with a long-term contract
Smartphone / Phone
Contract

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Let’s have a look how we can create funnel for a telecommunication
company
Raise awareness of firm & products
Provide trusted content to speed-up decision
making
Retain
Persuade the client to make a decision and
sign the contract
Cross-selling and up-selling

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Raise awareness of firm
& products
Provide trusted content
to speed-up decision
making
Persuade the client to
make a decision and
sign the contract
Retain
Cross-selling and up-
selling
Conversion
rate
Potential
Improvements
% of initial
Group
▪ 100%
▪ Campaigns with
celebrities
▪ Provide referral
program
Who is
responsible
▪ Marketing
▪ 40%
▪ 40%
▪ Put ranking of
phones
▪ Add FAQ section
▪ Create a tool for
comparing your offer
with competitors’
offers
▪ Marketing
▪ 70%
▪ 28%
▪ Provide free trials
▪ Provide free
consultations in
offline stores
▪ Add Chatbot on
website
▪ Marketing
▪ Sales Representatives
▪ 51%
▪ 14%
▪ Phone, online
support 24h
▪ Actively contact
▪ Retention Team
▪ 100%
▪ 14%
▪ SMS / emails / pop-
up notification about
new products &
services
▪ Provide free 1-
month access to new
products
▪ Retention Team

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The last examples will be devoted to cosmetics producers like Avon and
Oriflame using a lot of direct sales
Car Fleet
Smartphone / Phone
Contract

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The last examples will be devoted to cosmetics producers like Avon and
Oriflame using a lot of direct sales
Cosmetics

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Now let’s have a look at another example of a sales funnel for cosmetics
firm selling via direct sales force
Initial contact with potential customers
Show the product to the customer
(events, email)
Help the customer register
Create the demand for a product
Persuade the customer to close
the transaction

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Initial contact with
potential customers
Show the product to
the customer
(events, email)
Create the demand for
a product
Help the customer
register
Persuade the customer
to close the transaction
We can also show the KPIs, responsibilities and potential improvements
for the whole funnel by stages
Conversion
rate
Potential
Improvements
% of initial
Group
▪ 100%
▪ Integrated social
media campaigns
▪ Cooperation with
bloggers
▪ Brand Ambassadors
Who is
responsible
▪ Sales Managers
▪ Marketing
▪ 20%
▪ 20%
▪ Events sponsorships
▪ Brochure featuring
the product available
for sale
▪ Sales Managers
▪ Marketing
▪ 75%
▪ 15%
▪ Beauty advisor
program
▪ 50%
▪ 8%
▪ Trainings for Sales
Representatives
▪ 70%
▪ 5%
▪ Introduction of a
loyalty program with
special offers for
regular customers

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The very same firm will also have to define a sales funnel for recruiting
sales representatives from its loyal customers
Visit company website
Join the community
Become the hostess
Become a customer
Became sales team member

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If the firm was doing also a mix of direct and online sales it would have to
define also a 3rd funnel for this sort of mix situation
Visit store website
Add product to the cart
Register and choose your sale
representative
Make an order
Pick up your order from your sale
representative
Pay for order

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Sales Funnel in Consulting Firm
– Case Introduction

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Imagine that you work for a consulting firm and you would like to analyze and define
which area of the sales process should be changed to improve company results.

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A few information about the firm that we will be analyzing
The average number of customers
approached is 400
At the end of the process the
company is able to sign contract only
with 5 customers
Only 1 customers afterwards agrees to
buy a new project
Analyze 5 possible options and decide
which options is the best

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Let’s have a look at the sales funnel they use and conversion rates
Awareness
Make sure that he is
potential customer
(Qualify Leads)
Create Demand
Negotiate the
contract
Sign the contract
Deliver the project
successfully
Sell new product
30% 30% 20% 75%
40% 95%
Conversion rate

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Current conversion rates help you get at the end 5 singed contracts
Awareness
Make sure that he is
potential customer
(Qualify Leads)
Create Demand
Negotiate the
contract
Sign the contract
Deliver the project
successfully
Sell new product
400 120 36 7 5
1 4
# of customers
approached

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Let’s have a look at the options
Current
▪ Current number of customers approached is 400. Given the conversion rates we sing the
contract with 5 customers. Out of those 5 customers 1 customer will buy another service as
well
Description of the options
Option 1 - Increase of
conversion rate for Qualifying
Leads
▪ We improve the conversion rate for Qualifying Leads by 10 p.p.
Option 2 - Increase conversion
rate for demand
▪ We improve the conversion rate for Demand by 10 p.p.
conversion rate for
Negotiating Contracts
▪ We improve the conversion rate for Negotiating Contracts by 10 p.p.
conversion rate for Selling
new products
▪ We improve the conversion rate for Selling new products by 10 p.p.
Option 5 - Increase # of
customers approached by 50
▪ We increase the number of customers approached by 50

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Now let’s have a look at the general sales funnel for e-commerce.
We will look at some examples of how you can approach it.

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In e-commerce you will have 3 types of players depending on their
presence in off-line and their approach to both channels
E-commerce
Pure players
Off-line players with
separate on-line presence
Multichannel
/ Omni players

79
Just to remind you some examples of well-known e-commerce
businesses
Products sold On-line / Off-line situation
▪ Virtually everything esp.
books, toys, fashion
Mode
▪ Pure on-line player ▪ Loyalty mode
▪ Fashion ▪ Multichannel player ▪ Loyalty mode
▪ Tickets for events ▪ Pure on-line player ▪ Acquisition mode
▪ Groceries ▪ Multichannel player ▪ Hybrid mode
▪ Razors and cosmetics
for men
▪ Pure on-line player ▪ Loyalty mode
▪ Fashion ▪ Pure on-line player ▪ Hybrid mode

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Customer behaviors has huge impact on the business model and on
what the e-commerce should concentrate on
▪ Less than 40% of the buyers will buy this year
▪ Focus is on customer acquisition
▪ Loyalty program are not good investment
▪ 70% of e-commerce businesses are in this model
Acquisition
mode
Description of the business model Examples
▪ E-commerce selling only 1 type of Slow-Moving Consumer
Goods (SMCG) bought infrequently i.e. vacuum cleaner,
scuba diving, furniture
▪ E-commerce for 1-time in the life event: strollers,
▪ 40%-60% of the buyers will buy this year
▪ You have a nice mix of new and returning customers
▪ Focus is on customer acquisition as well increasing the value of the
customer (increased frequency and increased purchase per visit)
Hybrid mode
▪ E-commerce that sells SMCG with relatively big frequency
of purchase(1.0-2.5 times a year ) i.e. shoes (Zappos)
▪ More than 60% of the buyers will buy this year
▪ Focus is on increasing the value of the customer (increased
frequency and increased purchase per visit)
▪ 10% of businesses are in this model
Loyalty mode
▪ Very strong brands with high frequency of purchase (i.e.
Zara, Amazon)
▪ Marketplaces i.e. Udemy, Uber
Source: Lean Analytics: Use Data to Build a Better Startup Faster; A. Croll, B. Yoskovitz

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Below an example of how you can define sales funnel for e-commerce
Generate leads from various traffic sources
Create the interest
Persuade customers to buy again
Close the opportunity and convert prospects
into customer

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Generate leads from
various traffic sources
Create the interest
Close the opportunity
and convert prospects
into customer
Persuade customers to
buy again
The same funnel we can show in a bit different way. Let’s assume it is for
cosmetics
Conversion
rate
Potential
Improvements
% of initial
Group
▪ 100%
▪ Own blog
▪ Double Instagram
activities
▪ Offer lead magnet to
increase the emailing
list
▪ More money spent
on Facebook &
Instagram
Who is
responsible
▪ Growth Team
▪ 48%
▪ 48%
▪ Increase cooperation
with influencers
▪ Growth Team
▪ 22%
▪ 11%
▪ Simplify the
purchase process
▪ Add free shipping
▪ Growth Team
▪ 40%
▪ 4%
▪ Create loyalty
program
▪ Send special
discounts for the
categories that they
don’t currently buy
▪ Category cross-
selling
▪ Growth Team

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Let’s have a look at a little bit differently defined sales funnel for
e-commerce
Potential Customers
Visitor
Visitor who has finished the transaction
Visitor who has started a transaction

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Let’s have a look at a little bit differently defined sales funnel for
e-commerce
Total sessions
Sessions with product page views
Sessions during which transaction was
finished
Sessions during which products were added to
the basket

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Potential Improvements in
e-commerce – Case Introduction

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Imagine that are working for a furniture producer that wants to improve its
sales funnel for its e-commerce store. Check which option makes more sense.

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We are considering 4 options that
should help us increase Total Margin
Every option has a different Capex
We have a budget of EUR 4 M for
Capex
Find which options we should
implement given our limits

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Let’s have a look at the sales funnel they use and conversion rates
Checks our content
Has used our Design
app
Has created an
account
Has started a
transaction
Has finished first
transaction
Second purchase
20% 30% 60% 40%
10%
Conversion rate

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This means that if 5 M people checks our content, 72 K will decide to
buy our products
Checks our content
Has used our Design
app
Has created an
account
Has started a
transaction
Has finished first
transaction
Second purchase
1 000 K 300 K 180 K 72 K
7 K
# of people /
customers
5 000 K

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Let’s have a look at the options
Current
▪ We have 5 M visits to our content (blog, information on products) measured in unique visitors during the year
▪ Out of that 72 K decides to buy at least 1 good. 7 K will also purchase additional thing during the year
Description of the options
Option 1 - Improve the
Design App
▪ We improve the Design App that is used by customer to pick the right piece of furniture
Option 2 - Less friction during
transaction & add payment
methods
▪ In this option we concentrate only on the transactional side. We make it easier and faster, as well as we add
additional payment methods
Option 3 - More effort put
into own content
▪ In this option we only put more money and people to produce more content. This will increase the number of visitors.
Option 4 - Create IOS app
▪ We currently only offer web solution as well as an Android App. We want in this option to see what would be the
impact of creating an app for Apple phones.

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Let’s start with a definition of a SaaS business model
▪ Software as a Service
▪ SaaS company offers software on an on-demand basis, usually
delivered through a website it operates
SaaS =
SaaS ≠ Subscription model
▪ Many SaaS generates revenue from monthly subscription fee
but there are plenty of SaaS that are free or charger per usage

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Revenue model
▪ Virtual drive for storage
and sharing files
Main sales tactics
▪ Subscription fee ▪ Freemium
▪ Mail service ▪ Free to users
▪ Revenue from ads
▪ Free
▪ Designing graphics – drag
and drop ready-made
elements
▪ Pay per used elements ▪ Freemium
▪ Access to audiobooks ▪ Subscription fee
▪ Pay per page/book
▪ Free trial
▪ Sales via Kindle as an up-
sell
▪ Creation of animation
movies
▪ Creation of webpages esp.
blogs
Below some examples of SaaS firms
Description

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Closed Deal
Onboarding
Expand
Retain
Sing-up for free trial
Visits the website / app landing page
Let’s look at the funnel for SaaS company with a free trial

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Visits the website
/ app landing
page
Sing-up for free
trial
Closed Deal Onboarding Retain
Conversion
rate
Potential
Improvements
% of initial
Group
▪ 100%
▪ Create a
referral
program for
current users
▪ Digital adds
▪ Content
Marketing
▪ Affiliate
Program
Who is
responsible
▪ Growth Team
▪ 61%
▪ 61%
▪ Create Log-in
via Facebook,
LinkedIn or
Google
Account,
▪ Extend free
trial
▪ Improve the
Freemium
version
▪ Growth Team
▪ 55%
▪ 34%
▪ Change Pricing
Plans –
cheaper first
version
▪ Growth Team
▪ 48%
▪ 16%
▪ Set-up 30
minutes talk
with the
customer
▪ Create Tutorial
movies – own
and with
influencers
▪ 54%
▪ 9%
▪ Check usage
and contact
customer if it is
low
▪ Send
supporting
content
▪ Customer
Success Team
Expand
▪ 30%
▪ 3%
▪ Create Content
showing the
full potential of
the software
▪ Create online
course
▪ Templates for
customers
▪ Customer
Success Team
▪ Customer
Success Team

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Closed Deal
Onboarding
Expand
Retain
Sing-up for free trial
Visits the website / app landing page
Now let’s compare the funnel of a SaaS company with a free trial to
other types of SaaS firms using a bit different sales tactics.

98
Freemium Active User
Paid Version User – Basic Plan
Paid Version User – Premium Plan
Paid Version User – Standard Plan
Brand Ambassador
Freemium Registered User
Content Consumption
Let’s look at a sales funnel for SaaS company, that heavily uses content
marketing and has 3 pricing plans and targets Small Medium Businesses (SMB)

99
Let’s look at a sales funnel for SaaS company, that heavily uses content
marketing and has a price dependent on the number of users
Freemium Active User
Paid Version User – 1 account
Paid Version User – more than 10
accounts
Paid Version User – 1-10 accounts
Freemium Registered User
Content Consumption

100
Let’s have a look at another example of a sales funnel for SaaS company. This
time around with higher tickets and selling Enterprise Software
Sales Accepted (Qualified Lead)
Opportunity
Onboarding
Closed Deal
Marketing Qualified Lead
Raw Lead
Renew
Expand

102
Patient Doctor
Marketplace
• On-line booking
• Reviews
• Statistics for doctors
Marketplace are trying to create a connection between the demand and
supply enabling them to match and do the transaction

103
Type of 2-sided market Product offered
▪ Marketplace
Revenue sources
▪ On-line courses ▪ Commission from sold
through Udemy courses
(3%-50%)
▪ Marketplace ▪ Driving / taxi services ▪ Commission from trips
made (20%)
▪ Marketplace ▪ Designs; mainly delivered
through
▪ Commission from contest
(5-40%)
▪ Revenue from sold ready-
made designs
▪ Sharing platform ▪ Shared trips ▪ Reservation fee around
10%
▪ Sharing platform ▪ Sharing knowledge ▪ Donations
▪ Marketplace ▪ Apartments rental ▪ Commission from provider
– 3% and from guests 6-
12%
Just to remind you some examples of 2-sided markets

104
Browse products
Comparison of offers
Buy
Browse a category
Visit the homepage
Let’s have a look at a sales funnel for a marketplace with multiple
categories

105
Visitor the homepage Browse a category Browse poducts Comparison of offers Buy
Conversion
rate
Potential
Improvements
% of initial
Group
▪ 100%
▪ More paid ads
▪ Affiliate program
▪ Referral program
Who is
responsible
▪ Marketing
▪ 54%
▪ 54%
▪ Create suggestions
on main page for the
most searched
categories
▪ Create AI to suggest
categories
▪ Category Managers
▪ 81%
▪ 44%
▪ Category Managers
▪ 43%
▪ 19%
▪ Create a tool that
will help customers
compare products in
terms of price,
functionality,
availability
▪ Growth Team
▪ 30%
▪ 6%
▪ Introduce 1-click
purchase
▪ Remove friction in
the check-out
process
▪ Increase the speed
of the site
▪ Growth Team
▪ Create AI to suggest
products for every
category
▪ More filters options
▪ Graphical filters

106
Let’s look at an example of a sales funnel for a marketplace that sells
many categories and hopes for a lot of cross-selling
Regular Visitor with registered account
First Time customer – one category
Loyal customer of one category
Regular customer – one category
Regular Visitor
Random Visitor
Regular customer – many
categories
Loyal marketplace
customer

108
Below we present a funnel for a mobile app
Make aware of the app / Discover
View in app store
Engagement
Download
Retention

109
Make aware of the app
/ Discover
View in app store Download Engagement
Conversion
rate
Potential
Improvements
% of initial
Group
▪ 100%
▪ Create in-app adds in
other mobile apps
▪ Blogs
▪ Paid ads on other
platforms
▪ Cooperation with
influencers
▪ Create videos about
the app and its
functionalities
▪ 20%
▪ 20%
▪ 45%
▪ 9%
▪ Free or freemium
version of the app
▪ 29%
▪ 3%
▪ Customer
onboarding
▪ Improve UX
▪ Improve app
description
▪ Improve ratings
Retention
▪ 30%
▪ 1%
▪ Introduce push
notification
▪ Create re-
engagements adds

110
Let’s have a look at a different examples of a sales funnel for mobile
apps
Impression
Click
Install
Download
Engagement
Retention

111
Let’s have a look at a different examples of a sales funnel for mobile apps
Awareness
App store search
Open app
Download
Registration
Usage / Retention

113
▪ AARRR is a framework that shows you the sales funnel in a specific
way
▪ It is widely used by online startups to define their strategy, tactics
but also KPIs for every stage
▪ AARRR is sometimes called Pirate Metrics
AARRR
=

114
Retention
Revenue
Referral
Activation
Acquisition
Let’s have a look what AARRR stands for
▪ How do they find you?
▪ Do you create a great customer experience?
▪ Is your app easy to use?
▪ Do they come back? How often and for what
time do they use your app?
▪ Do they become paid members? How do you
earn money?
▪ Will they recommend you to other potential
users?

115
Retention
Revenue
Referral
Activation
Acquisition
Below an example how we can use AARRR approach to mobile apps
▪ Paid Advertisements
▪ Content Marketing
▪ Customer onboarding
▪ Wow-Effect
▪ Intuitive UX
▪ Push notifications
▪ Loyalty programs
▪ Ads
▪ In-app purchases
▪ Rewards using the in-
app currency, additional
feature
▪ Easy to share
▪ # of app downloads
▪ # of Installs
▪ % of downloads that
were activated
▪ # of active daily users
▪ % of users active after
90 days
▪ Revenue per 1 user
▪ Customer lifetime value
▪ # of users invited by the
user
▪ % of users that invite at
least 1 new user
Drivers KPI’s
▪ Average frequency
Average time spent per
1 visit

116
AARRR can be also used to define tactics and strategy. Let’s look shortly
at an example of Dropbox
Dropbox – growth hacks

117
SaaS
Acquisition
Activation
Retention
Revenue
Referral
Dropbox was offering additional space if you
performed actions that increase his reach and help Word of Mouth

118
SaaS
Acquisition
Activation
Retention
Revenue
Referral
Dropbox had its referral program – you could get up to 1
for referring your friend

119
SaaS
Acquisition
Activation
Retention
Revenue
Referral
They have also defined tasks that made you more likely to stay
with them and that they were showing you how to use the product

120
Growth hacks, tricks and tactics
Cases studies and examples
presentation
For more growth hacks that impact sales funnel check the presentation
in Additional Resources

121
Funnel Analyses by cohorts

122
Funnel Analyses by cohorts –
Introduction

123
Quite often you want to go deeper and analyze how the sales funnel looks like
for different segments, cohorts. This is when cohort analysis comes in handy.

124
How we can analyze sales
funnels by cohorts
Sales Funnel by Cohorts in
Consulting Firm
– Case study
What is Cohort Analysis

126
▪ It is a group of people, events that share the same defining
characteristics
▪ In many cases, it will be a segment of customers, however, it may
also be simply a group of customers who were acquired in the same
month or through the same channel
▪ Cohorts usually have common characteristics, and in the case of
customers common experiences, that occur within a given period
▪ Cohorts help you disaggregate the results, find outliers and improve
the business
Cohorts
=

127
Let’s start by looking at general framework of cohort analysis. Usually
you observe behavior of cohorts in time measured by some metric
Time frame
Cohorts
Cohort 1
Cohort 2
Cohort 3
Period 1 Period 2 Period 3 Period 4 Period 5
Cohort 4

128
Results can be shown also in the form of a chart
Cohort 1
Cohort 2
Cohort 3
Cohort 4

129
Below you can see an example of customer conversion rate analysis by
cohorts in online fashion store
Time frame
Cohorts
New visitors
(1 700)
Returning visitors
(500)
Converted
customers
(2 000)
Month 1
25%
40%
5%
Month 2
27%
41%
10%
Month 3
29%
45%
11%
Month 4
34%
48%
Month 5
52%
55%
20%
Returning
customers
(1 200)
20% 22% 30% 31%
25%
15%

130
The same results can be presented in the form of a column chart….
20% 22% 25% 30% 31%
5%
10% 11%
15% 20%
40%
41%
45%
48%
55%
25%
27%
29%
34%
52%
Month 1 Month 2 Month 3 Month 4 Month 5
New visitors
Returning visitors
Converted customers
Returning customers
Customer conversion by monthly cohorts in online fashion store
In %

131
…. Or in the form of a line chart
20%
22%
25%
30% 31%
5%
10% 11%
15%
20%
40% 41%
45%
48%
55%
25%
27%
29%
34%
52%
Month 1 Month 2 Month 3 Month 4 Month 5
New visitors
Returning visitors
Converted customers
Returning customers
Customer conversion by monthly cohorts in online fashion store
In %

132
Now let’s briefly have a look at typical cohorts used
Demographics (age, gender, etc.)
Geographic segmentation (type
or size of city, etc.)
Year or Month of customer
acquisition
Behavior (first time user, regular
user, source of traffic)
Psychographic (personality, class,
lifestyle)

133
When it comes to the metrics, we want to track using cohort analysis
below some usual suspects
Average Transaction Value
Time spend on the site or with
the product
# of products bought / used per
year
Number of customers in the
cohort
Churn Rate
% Gross Margin
Total Sales Conversion rate

134

135
Segmentation for Management
Consultants
Practical Guide
presentation
In Additional Resources, you can find a presentation on segmentation

137
There are 3 main ways you can use cohort analysis when it comes to
sales funnels
Cohort Analysis of Sales
Funnel
Map KPI behavior in time
by cohorts
Map KPI by sales funnel
stages & cohorts
Compare the KPI for a
cohort with the average

138
We can either map in time one KPI by cohorts
Time frame
Cohorts
Cohort 1
Cohort 2
Cohort 3
Cohort 4

139
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Or we can see how the KPI beaves by stages of the sales funnel for
different cohorts
▪ Cohort A KPI KPI KPI
KPI
KPI
KPI
KPI
KPI
KPI
KPI
KPI

140
Qualify Leads Create Demand Negotiate the contract Sign the contract Up-sell
Let’s have a look at an example of a sales funnel by cohorts for
consulting firm. Below color coding
▪ Retail Industry 30%
30% 30% 40% 50%
▪ Health
Industry
80%
60% 40% 20% 50%
▪ Financial
Industry
10%
70% 40% 25% 30%
▪ Technology 30%
20% 80% 80% 70%

141
We can also show the sales funnel by cohorts in the form of a chart
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Qualify Leads Create Demand Negotiate Sign the contract Up-sell
Retail Health Financial Technology

142
30% 30%
40%
50%
30%
60%
40%
20%
50%
80%
70%
40%
25%
30%
10%
20%
80% 80%
70%
30%

143
30% 30%
40%
50%
30%
60%
40%
20%
50%
80%
70%
40%
25%
30%
10%
20%
80% 80%
70%
30%

144

145
Sales Funnel by Cohorts in
Consulting Firm – Case Introduction

146
Imagine that you work for a consulting firm and you were asked to analyze the sales
funnels by industries. Let’s see how the consulting firm performs in different industries.

147
Consulting company delivers strategy and
performance improvement projects
They services 4 industries: retail, health,
financial and technology
Analyze sales funnels for every industry

148
Funnel Analysis in Testing

149
Funnel Analysis in Testing
– Introduction

150
Funnel analyses can also be used for testing business ideas, small and big
improvements. In this section, we will discuss how to do it in practice.

151
Funnel Analyses in Testing
– the Process
Ranking of Ideas for Testing
– Case study
Definition of a Funnel
Analysis in Testing
Analyzing results from a
test – Case study

152

153
▪ A tool that can be used to map, manage and analyze various ideas
aimed at improving or completely changing a given area of the
business
▪ Funnel Testing helps you find fast potential improvements as well as
minimize the risk of causing problems
▪ To use the full potential of the Funnel Analysis in Testing we should
divide more complicated concepts / ideas into a series of smaller
tests
▪ In Funnel Testing you will impose limits on most stages to manage
the process smoothly
Funnel Analysis in
Testing =

154
Testing using the funnel approach for more complicated things saves a
lot of time and produces faster results
Cost
Time
Cost
Time
Test Test Test Test Test
Waterfall Approach Lean Approach

155
Let’s have a look at the general concept of the funnel in testing
Idea Testing Choice Implementation
Maximal number of
ideas
▪ 15 ▪ 4 ▪ 4 ▪ 2

156
Let’s have a look at examples of testing funnels
Idea Generation Phase
Concept Phase
Testing Phase
Implementation Phase

157
Let’s have a look at examples of testing funnels
Idea
Evaluation
Validation
Delivery
Benefit Monitoring

158
Analyzing
Results
Yes No
Implementation?
Idea 2 Idea 2 Idea 4
Idea 5
Idea 1
Idea 3
Idea 5
Idea 5
Idea 5
Idea 6
Idea 7
We have used the following funnel for managing tests in Retail

159
– the Process

160
The Funnels in Testing usually consists of 5 main stages
Define your goal
Generate potential
ideas for
improvements
Create a ranking of
the ideas
Test and analyze the
results
Implement the
changes
▪ Clearly define your
goal and what you
would like to
achieve
▪ On this basis, you'll
be able to create a
list of ideas to be
tested
▪ Create a list of ideas
that you would like
to test
▪ At this stage you
don't have to limit
yourself
▪ Write down all the
ideas that come to
your mind
▪ Define criteria that
you will use to
evaluate ideas, e.g.
easiness of
implementation,
costs, resources
needed, time
▪ Create a ranking
and evaluate the
each idea
separately
▪ Thanks to that you
will be able to
prioritize them from
the best to the
worst
▪ Next, limit the
number of ideas
that you will be
testing
▪ Conduct the tests of
the selected ideas
▪ Analyze the results
▪ Based on results
decide whether you
will be
implementing the
idea
▪ For ideas that you
want to move to
implementation
phase prepare, an
implementation
plan and allocate
resources
▪ Implement selected
ideas
▪ Monitor and control
them to ensure that
they meet earlier
assumptions

161
Let’s see how you can prioritize ideas. This can used as a simplified
ranking
Difficulty of
implementation
Impact on company’s
operations
High
Low
Small
Big
▪ Quick Wins – ideas that are
easy to test and implement and
have a big impact on the
company's operations
▪ Big Bets – ideas that are not
easy to test or implement but
have big impact on the
▪ Not worth the attention –
ideas that are not easy to test
and implement and have no big
impact on the company's
operations
▪ Small Wins – ideas that are
easy to test and implement but
have no big impact on the

162
How you can find ideas worth
testing

163
Every funnel is a hungry beast. Let’s have a look at
how you can generate ideas for your testing funnel.

164
Below the usual suspects that will help you generate
Existing problems
Brainstorming
Recycling of old ideas
Tactics used by your competitors
Tactics used in other industries
Unexpected usage of your
product / service
Previous failures Lack of Logic

165
Business Idea Generation
Practical Guide
presentation
In Additional Resources, you can find a useful presentation

166
Ranking of Ideas in Fashion
– Case Introduction

167
Imagine that you are working for a Fashion Retailer. You have gathered a list
of potential ideas to be tested. Before you move to testing, rank them.

168
The company has 800 stores
You have gathered 30 potential ideas
that have to be tested
Rank the ideas using 4 criteria
Calculate the costs and benefits of 3
selected projects

169
Analyzing
Results
Yes No
Implementation?
Less stock at the
stock
Self-checkout
Vending machines
for basics
New categories to
online store
Kids collection
More items in
multipacks
We will be using the following testing funnel
Create loyalty
program

170
Analyzing
Results
Yes No
Implementation?
Less stock at the
stock
Self-checkout Vending machines
for basics
New categories to
online store
Kids collection
More items in
multipacks
The projects will gradually move from 1 stage to another. Below how it
will look like in Month 1
Create loyalty
program

171
Analyzing
Results
Yes No
Implementation?
Less stock at the
stock
Self-checkout
Vending machines
for basics
New categories to
online store
Kids collection
More items in
multipacks
Below how it will look like in Month 2
Create loyalty
program

172
Analyzing
Results
Yes No
Implementation?
Less stock at the
stock
Self-checkout
Vending machines
for basics
New categories to
online store
Kids collection
More items in
multipacks
Create loyalty
program

173
Analyzing
Results
Yes No
Implementation?
Less stock at the
stock
Self-checkout
Vending machines
for basics
New categories to
online store
Kids collection
More items in
multipacks
Create loyalty
program

174
After you have ranked the ideas for selected projects you should carry
out cost-benefit analysis to see what will be the impact on cash
Costs
Benefits
Cash flow
Capex
-

175
On the benefits side we will usually have 1-2 positions
Costs
Benefits
Cash flow
Capex
-
Potential Savings
Additional Margin
+

176
On the cost side you will have more things to take into account. Most
likely one of them will be labor cost
Costs
Benefits
Cash flow
Capex
-
Cost of materials,
products, services etc.
Additional costs
+ Labor Cost (Cost of FTE)

177
To calculate the cash impact you also have to take into account the
Capex that you will have to spent to implement the specific idea
Costs
Benefits
Cash flow
Capex
-

178
Check the video on YouTube for more details showing an example of a cost-
benefit analysis

179
Analysis of tests results in
Fashion – Case Introduction

180
After testing the ideas you will get results that you have to try to
interpret. Let’s analyze one of the ideas that we have selected for testing.

181
A few information about the firm
We just got results from testing the
self-checkout on 10 stores
Compare the results against the
benchmark stores
Check the impact of results on Cash
flow estimation

182
Funnel Analysis for Project
Management

183
Funnel Analysis for Project
Management – Introduction

184
The Funnel Approach is also a great tool to manage projects or track the
status of many projects in a visual way. We will discuss this in this section.

185
How to manage teams in
practice
How to use funnel Analysis
for Project Management
How to create to do-list
Gradual Delegation
– Case Study
Kanban for managing a
consulting project

187
To do list will help you to arrange you work into smaller actionable
pieces

188
There are few rules that will help you write down the to-do list and
make the best out of them
Put everything on a list
Use multiple lists
Specific actionable things
Divided jobs into small tasks
Set pace
Use calendar as one of the lists
Go through lists regularly
Use tools to track tasks
execution
Put project as to-do list

189
You can use different type of list of to-dos
Next Actions
Lists by status – by Getting Things Done
Projects Waiting for Someday Maybe
Home
Lists by place – by Getting Things Done
Work On-line Calendar Phone
To be done
Lists by status
Currently
Doing
Done
Topic Research
Lists by production stages – example of Udemy course
Presentation Script Recording Post-production Upload

190
I use 4 types of lists
To be done
Managing me
Expecting from
others
Recurring items
Managing personal
team
Master list
Monika
Lidia
Michael
Lisa
Project done for
customers
Project A
Project B
Project C
Project D
Supervising startups
Startup A
Startup B
Startup C
Startup D

191
Managing the team in practice

192
As mentioned previously I use 4 types of to-do list to control people and
projects
To be done
Managing me
Expecting from
others
Recurring items
Managing personal
team
Master list
Monika
Lidia
Michael
Lisa
Project done for
customers
Project A
Project B
Project C
Project D
Supervising startups
Startup A
Startup B
Startup C
Startup D

193
For simplicity let’s assume that there are 4 people and 2 projects. 2
people are from your team.
Managing the teams
Monika
Lidia
Michael
Lisa
Managing the projects
Project A
Project B
Task 1
Task 2
Task 3
Task 4
Task 5
Task 6
Task 11
Task 12
Task 13
Task 14
Task 15
Task 16

194
You have to assign the topics to specific people, so it means double checking
through the to-do list of your team members and the to-do list of the project
Managing the teams
Monika
Lidia
Michael
Lisa
Project A
Project B
Task 1
Task 2
Task 3
Task 4
Task 5
Task 6
Task 11
Task 12
Task 13
Task 14
Task 15
Task 16
Managing the projects
Task 1
Task 2
Task 3
Task 4
Task 5
Task 6
Task 11
Task 12
Task 13
Task 14
Task 15
Task 16

195
This means that you have to make 2 types of update. You check your people (team
assign to you). You also have to check the projects you supervise (also team
members not reporting to you)
Check the teams assigned to
you
Check projects status – for
project you are managing
▪ Daily – 1-2 times a da for 15-30 minutes
▪ Weekly – 30 minutes updates

196
There are some rules for that will make it easier for you to manage both
type of teams
Don’t penalize for not meeting
deadlines
Set aggressive deadlines
Create fast Minimal Viable
Version
Do as much as possible using
other people
Let the team members make
mistakes
Be lazy
Create the to-do list and
communicate it
Stick to the topic

197
For every day you should set up a calendar with slots. Doing things
should not be your priority
Status Update
Doer time
Analyzing & Checking
▪ 9:00-10:00
▪ 10:00-11:00
Meetings (Projects / Teaching)
Meetings (Projects / Teaching)
Doer time
Status Update
▪ 15:00-17:00
▪ 17:00-18:00
▪ 14:00-15:00
▪ 11:00-14:00

198
How to use funnels for Project
Management

199
The concept is pretty simple. You first name the stages and map all the
tasks that have to be accomplished as a part of the project
Task 6 Task 3 Task 7 Task 4 Task 1
Task 10 Task 8 Task 9 Task 2
Task 11 Task 5

200
Usually the first stage is the beginning at you want to get all tasks to last
stage
Task 6
Task 1
Task 10
Task 2
Task 11

201
stage
Task 6 Task 1
Task 10 Task 2
Task 11

202
stage
Task 6 Task 1
Task 10 Task 2
Task 11

203
stage
Task 6 Task 1
Task 10 Task 2
Task 11

204
stage
Task 6
Task 1 Task 10
Task 2
Task 11

205
stage
Task 6
Task 1
Task 10
Task 2
Task 11

206
You can use colors to track who is responsible for specific task
Task 6 Task 3 Task 7 Task 4 Task 1
Task 10 Task 8 Task 9 Task 2
Task 11 Task 5

207
You can also arrange it to have the tasks for every person or a
department in 1 line
Task 6
Task 3
Task 7
Task 4
Task 1
Task 10
Task 8
Task 9
Task 2
Task 11
Task 5
Person A
Person B
Person C
Person D

208
Analyzing
Results
Yes No
Implementation?
Less stock at the
stock
Self-checkout
Vending machines
for basics
New categories to
online store
Kids collection
More items in
multipacks
Obviously, you can track not only tasks but projects
Create loyalty
program

209
Funnel Analysis for
Project Management
Kanban for Projects
One last thing. Instead of Funnel Analysis when it comes to
management quite often we will use the name Kanban
≈

210
In the next lectures, we will have a look at 2 case studies
Kanban for managing a
consulting project
How to gradually delegate

211
Kanban for managing a project

212
There are 2 main ways to control the progress of the project. You can use for this
purpose the presentation template or a Kanban showing the status of all activities /
analysis that are supposed to be delivered as a part of the project
Presentation template in power point Project kanban

213
Below an example of Kanban used to manage the progress of the project
To be done Work in progress
Help / Data
needed
Done
Task 1
Task 2
Task 10
Task 20
Task 22
Task 5
Task 7
Task 9
Task 15
Task 17
Task 23
Task 8
Task 21
Task 18
Task 19
Task 25
Task 41
Task 11
Task 3
Task 4
Task 6
Task 12
Task 33
Task 34
Task 35

214
If there are more areas you can make them visible by using colors. Every color is
a different area
Help / Data
needed
Done
Task 1
Task 2
Task 10
Task 20
Task 22
Task 5
Task 7
Task 9
Task 15
Task 17
Task 23
Task 8
Task 21
Task 18
Task 19
Task 25
Task 41
Task 11
Task 3
Task 4
Task 6
Task 12
Task 33
Task 34
Task 35

215
Or dividing the Kanban into separate sub-kanbans. Every sub-Kanban is
devoted to specific area
Help / Data
needed
Done
Task 1
Task 2
Task 10
Task 20
Task 22
Task 5
Task 7
Task 9
Task 15
Task 17
Task 23
Task 8
Task 21
Task 18
Task 19
Task 25
Task 41
Task 11
Task 3
Task 4
Task 6
Task 12
Task 33
Task 34
Task 35
Sales
Operations
HR

216
We can also combine both ways to make it clear what is happening in each and
every stream
Help / Data
needed
Done
Task 1
Task 2
Task 10
Task 20
Task 22
Task 5
Task 7
Task 9
Task 15
Task 17
Task 23
Task 8
Task 21
Task 18
Task 19
Task 25
Task 41
Task 11
Task 3
Task 4
Task 6
Task 12
Task 33
Task 34
Task 35
Sales
Operations
HR

217

218
Badass
Consultants
Blog
Subscribe to our channels:

220
Gradual delegation helps you control the situation and make sure that the work will be
done according to your standards. Let’s discuss when and how it can be used.

221
Let’s have a look when you can apply gradual delegation
You have previous
experience
You know the area you are
delegating inside out
You understand the project
stages
You understand potential
risks
You want to improve team
competences
You are fine with the short-
term inefficiencies

222
Define the goal Shape the work
Gradually delegate
the work
Monitor and control
at every stage
Evaluate work and
provide feedback
▪ Define which tasks
from those you are
responsible for can
be delegated to
others
▪ Define what should
be done
▪ Define at the right
level of abstraction
what should be
done and how it
should be done
▪ Create the
guidelines for
persons who will be
responsible for the
implementation of
tasks (tools,
timelines, working
conditions,
controlling process)
▪ Delegate tasks
gradually
▪ Do not delegate all
tasks at once
▪ Control the team's
work according to a
predetermined
schedule
▪ Thanks to that the
work will be done
well and effectively
because you can
react quickly to
emerging problems
or risks
▪ Evaluate the work
▪ Provide necessary
feedback
▪ Receive the final
task / project
Let’s have a look how the process of gradual delegation look like

223

224
Gradual Delegation – Case
Introduction

225
Let’s imagine that small company that creates online courses would like to increase the
number of created courses. Let’s have a look how they can do it by gradually delegating work.

226
The company is based in Central Europe
Currently all courses are created by one
person – a manager
Preparation of one course consists of 5
stages
The owner would like to increase the # of
courses and decrease costs

227
Shape-up
Preparation of
Materials
Check the movies
and upload the
material
Let’s have a look from what stages the preparation of courses process
consist of – Before
Manager Manager
▪ 15 ▪ 20
Manager
▪ 10
Manager
▪ 200
Manager
▪ 8
Who does
it?
Required
man-hours
to do it

228
Gradual Delegation – Case
Solution

229
Just as a reminder we are helping a small company that creates online courses delegate work from
Manager to Business Analysts. This we hope will increase the # of course created per month by the team.

230
The company is based in Central Europe
Currently all courses are created by one
person – a manager
Preparation of one course consists of 5
stages
The owner would like to increase the # of
courses and decrease costs

231
Gradual Delegation
– Data Available

232
Shape-up
Preparation of
Materials
Check the movies
and upload the
material
Currently everything is done by a Manager
Manager Manager
▪ 15 ▪ 20
Manager
▪ 10
Manager
▪ 200
Manager
▪ 8
Who does
it?
Required
man-hours
to do it

233
Shape-up
Preparation of
Materials
Check the movies
and upload the
material
First we should delegate the most time consuming and least added
value stage – editing
Manager
▪ 15 ▪ 28 ▪ 13
Business Analyst
▪ 200
Manager
▪ 8
Who does
it?
Required
man-hours
to do it
Manager Manager

234
Shape-up
Preparation of
Materials
Check the movies
and upload the
material
In Step 2 we delegate the preparation of materials
Manager Business Analyst
▪ 15 ▪ 28 ▪ 13
Business Analyst
▪ 200
Manager
▪ 8
Who does
it?
Required
man-hours
to do it
Manager

235
Shape-up
Preparation of
Materials
Check the movies
and upload the
material
In Step 3 we also decide to delegate shooting of movies
▪ 15 ▪ 28 ▪ 13
Business Analyst
▪ 200
Manager
▪ 8
Who does
it?
Required
man-hours
to do it
Business Analyst

236
Shape-up
Preparation of
Materials
Check the movies
and upload the
material
In Step 4 we get rid of the final stage
▪ 15 ▪ 28 ▪ 13
Business Analyst
▪ 200 ▪ 8
Who does
it?
Required
man-hours
to do it
Business Analyst Business Analyst

237
Shape-up
Preparation of
Materials
Check the movies
and upload the
material
We also have to take care of resources and do some changes to how we
do currently the things to support the delegation
▪ 15 ▪ 28
Business Analyst
▪ 13
Business Analyst
▪ 200 ▪ 8
Who does
it?
Required
man-hours
to do it
Required
resources
Changes we
have to
make
▪ Templates of
presentation, analysis
▪ Checklists
▪ Templates of slides
▪ Camera
▪ Software for screen
capturing
▪ Software for movie
editing
▪ Stock Resources
(photos, movies,
soundtrack)
▪ Create procedures
▪ Standardize content
▪ Create slides
templates and library
of slides
▪ Create procedures ▪ Create procedures
▪ Crete checklists
Business Analyst

238
Let’s summarize the delegation impact
253
64
36 23 15
200
228 241 249
Current State Step 1 - delegate editing Step 2 - delegate editing,
material preparation
Step 3 - delegate editing,
material preparation, movie
shooting
Step 4 - delegate all except for
shape-up
Manager
Business Analyst
Number of man-hours required to prepare 1 course
In hours

Funnel Analysis for Management Consultants & Business Analysts

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Funnel Analysis for Management Consultants & Business Analysts