The Unofficial Simpsons Guide To Startup Marketing Metrics is a trimmed down outline of the board, management & marketing level startup metrics I presented to MBA students at Kellogg on 10/28/2014. This is a high level guide to some of the numbers your should be paying attention to when you invest in, run or work at a startup company.

1. THE UNOFFICIAL SIMPSONS GUIDE TO STARTUP MARKETING METRICS
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2. ELAN MOSBACHER | @mosbacher “Mosbacher . . . that’s a dumb name.” - Bart Simpson
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3. AGENDA: STARTUP METRICS
Investors
Management
Marketing
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4. INVESTOR METRICS
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5. INVESTOR METRICS
•Market Size
•People + Process + Technology
•Top-Line Growth (e.g. Revenue, active users)
•Lifetime Value : Customer Acquisition Cost
•Payback
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6. MANAGEMENT METRICS
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7. MANAGEMENT OPERATIONAL METRICS
y = x1 + x2 + x3
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8. MARKETING METRICS

9. STARTUP PARKING METRICS: “AARRR”
Acquisition
Activation
Retention
Referral
Revenue

10. Step 1: Acquisition
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11. Step 1: Acquisition Ways To Get To Users To Your Website or App
Search Engine Optimization
Pay-Per-Click Advertising
Public Relations
Content Marketing
Display Advertising
CPM / CPC / CPL / CPA
Social Advertising: Facebook, LinkedIn, Twitter
Social Media
Partnerships With Upstream Vendors
Manual Outreach
Inbound Marketing
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12. Step 2: Activation
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13. Step 2: Activation How To Get Users To Sign Up
Compelling Value Proposition
UX + Design
A/B Testing
Conversion Rate Optimization
Benefits vs. Features
Clear Call-to-Action (e.g. Press Any Key)
Resources: Whitepapers, case studies, guides
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14. Step 3: Retention
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15. Step 3: Retention How To Get Users To Come Back
•Sticky product
•Email reminders
•Push notifications
•Annual contracts
•Loyalty Program
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16. Step 4: Referral
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17. Step 4: Referral How to get users to tell their friends
•Awesome product
•Viral loop
•Refer-a-friend program
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18. Step 5: Revenue
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19. Step 5: Revenue Ways To Make Money
•Advertising: Google, Hulu, Pandora
•Commerce: Zappos, Groupon, iTunes
•Subscription: Salesforce, Shopify, Dropbox
•Peer-to-Peer: Lending Club, TaskRabbit, Etsy
•Transaction Processing: Paypal, Braintree
•Licencing: Sesame Street, Sencha, Adobe
•Data: ComScore, Chango
•Mobile: WhatsApp, AdMob, SpotHero
•Gaming: Zynga, World of Warcraft
Elan Mosbacher | @mosbacher

20. Next Steps:
1.Share these slides
2.Follow @mosbacher for similar content
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