Mais conteúdo relacionado Semelhante a Growth hack for startups (20) Mais de Christophe Monnier (20) Growth hack for startups8. ©2015 StratAlign Group
Problem/Market
Fit
Solution/Market
Fit
Product/Market
Fit
Revenue Growth Profit
One Metric That Matters
Validated/Invalidated Hypotheses
Goal
Validate a morphine problem for a specific
target market
Exit Criteria
• Customer archetype(s)
• Validated morphine problem
• Understand how the customer is solving the problem now
• Market size
• Organization chart and influence map (B2B)
Other Key Metrics
• # of customer interviews
Business Model Canvas
Customer Segments, Value Proposition
10. ©2015 StratAlign Group
Problem/Market
Fit
Solution/Market
Fit
Product/Market
Fit
One Metric That Matters
Validated/Invalidated Hypotheses
Goal
Determine the minimum features that
solve a morphine problem for a specific
target market
Exit Criteria
• Customer archetype(s)
• Minimum feature set to solve the customer’s problem
• Understand what and how the customer is willing to pay to solve the problem
• Market size (revised)
• Have a set of customers who are willing to pay now
Other Key Metrics
• # of customer interviews
Business Model Canvas
Customer Segments, Value Proposition,
Revenue Model
Revenue Growth Profit
12. ©2015 StratAlign Group
Problem/Market
Fit
Solution/Market
Fit
Product/Market
Fit
One Metric That Matters
Churn rate
Goal
Engaged, paying customers who have a
churn rate less than 5% monthly
Exit Criteria
• Churn rate is less than or equal to 5% monthly
Other Key Metrics
• WAU (Weekly Active Users)
• MAU (Monthly Active Users)
• Cohort analysis by activity
• Long term cancellation rate
Business Model Canvas
Customer Segments, Value Proposition,
Revenue Model, Customer Relationships
Revenue Growth Profit
14. ©2015 StratAlign Group
Problem/Market
Fit
Solution/Market
Fit
Product/Market
Fit
Revenue Growth Profit
One Metric That Matters
WOWG (Week Over Week Growth)
Goal
Consistently grow revenues
Exit Criteria
• WOWG is greater than or equal to 5%
Other Key Metrics
• ARPU (Average Revenue Per User)
• Churn rate
• WAU/MAU
• Activation %
• Time to conversion
• Referral rate
Business Model Canvas
Customer Segments, Value Proposition,
Revenue Model, Customer Relationships,
Channels
16. ©2015 StratAlign Group
Problem/Market
Fit
Solution/Market
Fit
Product/Market
Fit
Revenue Growth Profit
One Metric That Matters
Profit Margin %
Goal
Operationalize the product to get to
profitability
Exit Criteria
• The product is profitable and has a high growth rate
Other Key Metrics
• CAC (Customer Acquisition Cost)
• LTV (Life Time Value)
• ARPU (Average Revenue Per User)
• MRR (Monthly Recurring Revenue)
• LTV to CAC ratio
• Months to recover CAC
• COGS/customer (Cost Of Goods Sold)
• Time to breakeven
Business Model Canvas
Full canvas
32. ©2015 StratAlign Group
Most startup founders
focus heavily on product but
most of a startup's risk lies
in distribution
Dave McClure
53. ©2015 StratAlign Group
What to/Not toTest
LinkBaitPro
Get Started
For recreational use only. Do not staple or paper clip. All models over
18 years of age. Prize not redeemable for cash value. If condition
persists, consult your physician. No user-serviceable parts inside.
Test the
Headline
Image vs.
Video
Call to action
text and color
Don’t
spend a
lot of time
testing
the copy
55. ©2015 StratAlign Group
Don’t Focus on AcquisitionWhen
Activation and Retention are Low
Visited Site Signed Up Activation Billed
2,177
14 3 1
0.6% 21.4% 33.3%
0.0%
58. ©2015 StratAlign Group
The One MetricThat Matters
At least 7 friends within 10 days of signing up
Getting a new user to link a device and add a file
Once a user follows 30 people, they’re more or less active forever
If someone comes back a day after signing up for a game, that is a
leading indicator of them becoming an engaged and paying user.
59. ©2015 StratAlign Group
Post Launch Stages
1. Product/Market Fit
USER
DISENGAGE
D USER
ENGAGED
USER
REACTIVAT
E
TRIAL OVER
PAYING
CUSTOMER
DISSATISFI
ED
RESOLUTIO
N
DISENGAGE
D
REACTIVAT
E
CANCEL CANCEL
ACCOUNT CANCELLED OR
BILLING INFO EXPIRES
Free user
disengagement
Paid
Conversion
Support
Data
Reactivaton
Rate
Freemium
Churn
Trial
Abandonment
Rate
Disengagement
60. ©2015 StratAlign Group
Post Launch Stages
1. Product/Market Fit
2. Revenue Growth
USER
DISENGAGE
D USER
ENGAGED
USER
REACTIVAT
E
TRIAL OVER
PAYING
CUSTOMER
DISSATISFI
ED
RESOLUTIO
N
DISENGAGE
D
REACTIVAT
E
CANCEL CANCEL
ACCOUNT CANCELLED OR
BILLING INFO EXPIRES
Free user
disengagement
Paid
Conversion
Support
Data
Reactivaton
Rate
Freemium
Churn
Trial
Abandonment
Rate
Disengagement
PAID DIRECT SEARCH WOM
Customer Acquisition Cost
VISITOR
FREEMIUM/
TRIAL
OFFER
ENROLLME
NT
Long funnel
health
INHERENT
VITALITY
INVITE
OTHERS
Viral coefficient
Viral rate
61. ©2015 StratAlign Group
Post Launch Stages
1. Product/Market Fit
2. Revenue Growth
3. Profit
USER
DISENGAGE
D USER
ENGAGED
USER
REACTIVAT
E
TRIAL OVER
PAYING
CUSTOMER
DISSATISFI
ED
RESOLUTIO
N
DISENGAGE
D
REACTIVAT
E
CANCEL CANCEL
ACCOUNT CANCELLED OR
BILLING INFO EXPIRES
Free user
disengagement
Paid
Conversion
Support
Data
Reactivaton
Rate
Freemium
Churn
Trial
Abandonment
Rate
Disengagement
PAID DIRECT SEARCH WOM
Customer Acquisition Cost
VISITOR
FREEMIUM/
TRIAL
OFFER
ENROLLME
NT
Long funnel
health
INHERENT
VITALITY
INVITE
OTHERS
Viral coefficient
Viral rate
UPSELLING
CAPACITY
LIMIT
FORMER USERS FORMER CUSTOMERS
Tiering
Upselling
Rate
Unpaid Churn Rate Paid Churn Rate
User Lifetime Value Customer Lifetime Value
62. ©2015 StratAlign Group
Post Launch Stages
1. Stickiness
2. Traffic
3. Revenue
PAID DIRECT SEARCH WOM INHERENT
VITALITY
Customer Acquisition Cost
VISITOR
FREEMIUM/
TRIAL
OFFER
ENROLLME
NT
USER
INVITE
OTHERS
DISENGAGE
D USER
ENGAGED
USER
REACTIVAT
E
TRIAL OVER
PAYING
CUSTOMER
UPSELLING
CAPACITY
LIMIT
DISSATISFI
ED
RESOLUTIO
N
DISENGAGE
D
REACTIVAT
E
CANCEL CANCEL
ACCOUNT CANCELLED OR
BILLING INFO EXPIRES
FORMER USERS FORMER CUSTOMERS
Long funnel
health
Free user
disengagement
Paid
Conversion Tiering
Upselling
Rate
Support
Data
Reactivaton
Rate
Freemium
Churn
Trial
Abandonment
Rate
Disengagement
Unpaid Churn Rate Paid Churn Rate
User Lifetime Value Customer Lifetime Value
Viral coefficient
Viral rate
63. ©2015 StratAlign Group
• Measure engagement
• DAU/WAU – What does active mean?
• Segment
• New Functionality
• Does it improve stickiness?
• How do we measure that?
• Lazy registration
Stickiness
68. ©2015 StratAlign Group
2. DetermineYour Hypothesis onWhat
Engaged Behavior Looks Like
Are your customers solving their problem?
What is the definition of engaged for your product?
74. ©2015 StratAlign Group
Bugsnag captures errors from your web and
mobile applications. The first email they send
to new signups is very simple, but has been
yielding great results.
Hey {{ first_name }},
I'm James, CEO of Bugsnag. I wanted to reach
out to see if you need any help getting started.
Cheers,
James
Surprise Personal Email
75. ©2015 StratAlign Group
Bad
We've missed you on CouchSurfing! It's been
a long time since we've seen you around!
The last time you logged into CouchSurfing
was four months ago.
Props to Segment.io
76. ©2015 StratAlign Group
The Last EmailYouWill Ever Send
A lot has changed since you left – so we'd like to offer
you another FREE trial!
Come back to Netflix and enjoy newly addedTV shows
& movies – for free. Now includingWii, PS3, Xbox 360,
iPhone, iPad, Android and more.
Questions? 1-888-357-1516 / 24 hours a day
81. ©2015 StratAlign Group
6. D.C. al Fine
Create a
Hypotheses
Measure the
Results
Test the
Hypotheses
With an
Intervention
Proceed,
Pivot, or
Punt
Notas do Editor Nobody releases the right product the first time out of the gate Releases of improvement is adding more features, which compounds the problem because you don’t know what is wrong Not a programmer Flickr started out as MMO software
Released Glitch and it failed Expensify and traveling sales repBalsamiq and UI designer
Color scaled without stickiness (41MM and 1 year to get 30K users)
Medical marijuana with phone field
Ask them what they need to be engaged – call your first 100 customers
Eztexting did a A/B test and found 31% increase in signups (without chatting)\
Ecommerce 48% increase amount spent with olark
3 hours later 2 minutes after someone signs up, they get a one-line email directly from James, the CEO of Bugsnag, asking if they need any help:
People reply to this email a whopping 22% of the time.
First, the email sets up a direct channel for support questions. The fact that you care about this customer is what gives the email it's mojo.
Second, by delaying the email 30 minutes, people who got distracted come back and finish setting up even if they never reply. The result is happier customers and better conversion.