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Startup Metrics for Dummy Pirates

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Startup Metrics for Dummy Pirates

  1. STARTUP METRICS for dummy pirates rafaeldahis
  2. rafaeldahis 24 years old computer engineer, UFRJ metrics product manager at Peixe Urbano
  3. PRODUCT ≠ STARTUP ≠ COMPANY
  4. PRODUCT ≠ STARTUP ≠ COMPANY FIRST
  5. WHAT do you mean by PRODUCT ?
  6. AND THIS virtual CHANGES CHANNEL EVERYTHING! physical physical virtual PRODUCT
  7. virtual CHANNEL physical physical virtual PRODUCT
  8. costs building is cheaper flexibility changing is quicker metrics measuring is easier
  9. why should we measure? understand and optimize.
  10. </intro> <fun>
  11. PRODUCT
  12. PRODUCT the world out there
  13. I BET you have heard it before:
  14. we worked for months building the PRODUCT. when we launched, no one used it.
  15. PRODUCT >
  16. customer development Hey, look, users out there! growth
  17. Let´s talk about growth
  18. PRODUCT
  19. PRODUCT users value value = revenue, content, connections, engagement, data
  20. def. profit: REVENUE > COSTS (my free definition)
  21. PRODUCT users value (cost) (revenue)
  22. PRODUCT users value (cost) (revenue) dividing per user…
  23. PRODUTO cost / user revenue / user
  24. PRODUTO CPA LTV cost per lifetime acquisition value
  25. my minimalist growth theorem LTV > CPA
  26. my minimalist growth theorem max( LTV – CPA )
  27. my minimalist growth theorem CPA LTV acquisition costs engagement and friction
  28. AARRR Dave McClure
  29. AARRR Dave McClure
  30. STARTUP METRICS for pirates
  31. AARRR 2. ACTIVATION 1. ACQUISITION 5. REVENUE 4. REFERRAL 3. RETENTION
  32. AARRR 1. ACQUISITION HOW DO THESE GUYS GET THERE? WHAT TO DO? Ads, SEO, Email, Social Media, Blogs, Biz Dev, PR… WHAT TO MEASURE? Costs/Visit, Conversions (visit quality). CPA
  33. AARRR 2. ACTIVATION WHAT DO THEY PERFORM AFTER THAT? WHAT TO DO? Landing Page Optimization, lots of UX iterations, value proposition review WHAT TO MEASURE? Conversions, bouce-rate, time on page. “In God we trust, for everything else: A/B TEST” CPA
  34. AARRR 3. RETENTION DO THESE GUYS COME BACK? WHAT TO DO? Newsletter/Digest, Event-based messages, Push-notifications, life- cycle emails WHAT TO MEASURE? Open-Rate, Click-Rate, WAU/MAU LTV
  35. AARRR 4. REFERRAL DO THEY INVITE FRIENDS? WHAT TO DO? Create/Optimize your Viral Loop, Contests, Social Media Campaigns WHAT TO MEASURE? Viral Loop Conversions, K-factor CPA LTV (If there is network effect)
  36. AARRR 5. REVENUE DO THEY F*ING PAY??? WHAT TO DO? Figure it out, bro. WHAT TO MEASURE? Revenue per user/source/medium LTV
  37. QUIZ AARRR • high number of visits, high bounce rate, low time on site? • high number of visits, few signups? • steady visits, high % of new users? • CPA (cost per signup) = CPC * signup-conversion ? • low traffic from reference, search, direct? • few premium users?
  38. TIPS from my own failures
  39. TIPS Stop. Is it time to grow? (don’t waste money / time, go out and find that delicious product-market-fit)
  40. TIPS vanity metrics is for TechCrunch (and your Facebook friends) (and your grandma) Easy to spot: say no to absolute metrics i.e.: visits, pageviews, signups…
  41. TIPS MEASURE EVERYTHING = MEASURE NOTHING
  42. TIPS FOCUS (A, A, R, R or R?)
  43. TIPS one step at a time 1. Build (activation + retention) 2. Distribute (acquisition + referral) 3. Make money (revenue)
  44. TIPS OMTM (one metric that matters)
  45. TIPS classify your backlog (is this feature A, A, R, R or R?)
  46. TIPS hard to prioritize? pretend you are “THE OMTM”.
  47. TIPS how often? daily. Definitely not intraday. Better than weekly.
  48. TIPS make measurement easy. otherwise, no one will do it. [dashboards, reports, queries library, goals configuration, funnel analysis tools]
  49. TIPS mobile? same logic, different tools/metrics
  50. questions?
  51. STARTUP METRICS for dummy pirates rafaeldahis

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