SlideShare une entreprise Scribd logo
1  sur  63
Télécharger pour lire hors ligne
ACTIONABLE
METRICS
Are you making your product
better or worse?
                                                                            LUKAS FITTL
                                                                                        @lfittl
                                                                                  spark59.com


           Lean Startup is trademarked by Eric Ries and used with permission.
   Business Model Canvas is created by Alex Osterwalder and licensed under CC-BY-SA.
About Myself
 Founded 2 tech startups,
worked with many others
                            &   Spark59
Actionable Metrics @ Lean Startup Meetup Berlin
“Am I making progress
into the right direction?”
$$$/users/etc




                Time
Product/
                   Market Fit




1. Deliver Value                2. Accelerate Growth
Product/
           Market Fit




1. Value                2. Growth
Now               June 2013
$2000 / month   ?   $10000 / month
Cohort
Analysis
Cohort: Group of people that
share a common characteristic
over a period of time.
Actionable Metrics @ Lean Startup Meetup Berlin
Track people,
not events.
Group users by sign-up date and
track their lifecycle.
Actionable Metrics @ Lean Startup Meetup Berlin
Actionable Metrics @ Lean Startup Meetup Berlin
Cohort Analysis for Retention
Actionable Metrics @ Lean Startup Meetup Berlin
Cohort Analysis w Google Analytics




http://danhilltech.tumblr.com/post/12509218078/startups-hacking-a-cohort-analysis-with-google
Dave McClure’s AARRR
  ACQUISITION   How do users find you?



   ACTIVATION   Do users have a reat first experience?



   RETENTION    Do users come back?



    REVENUE     How do you make money?



    REFERRAL    Do users tell others?
Now               June 2013
$2000 / month   ?   $10000 / month
Cohort of February 12th, 2013
                             12500 Unique Visitors / day
ACQ   5% sign up             625 signed up
ACT   8% activate            50 activated
RET   20% stay for 1 week    10 retained
REV   20% to paid at $35     2 paid
                             $70 / day


                            $2000 / month
12500 Uniques              12500 Uniques
ACQ   5% sign up           625   10% sign up          1250
ACT   8% activate          50    20% activate         250
RET   20% stay for 1 week 10     20% stay for 1 week 50
REV   20% to paid at $35   2     20% to paid at $35   10
         $70 / day                 $350 / day


        $2000 / month             $10000 / month
             Now                     June 2013
12500 Uniques              12500 Uniques
ACQ   5% sign up           625   10% sign up          1250
ACT   8% activate          50    20% activate         250
RET   20% stay for 1 week 10     20% stay for 1 week 50
REV   20% to paid at $35   2     20% to paid at $35   10
         $70 / day                 $350 / day


        $2000 / month             $10000 / month
             Now                     June 2013
Delivering Value
Customers need to
  experience the value,
otherwise they will leave.
Value Metrics



              How do users find you?      ACQUISITION


Do users have a great first experience?   ACTIVATION


                Do users come back?      RETENTION


           How do you make money?        REVENUE


                 Do users tell others?   REFERRAL
Who delivers the actual value?

Network effect      Critical Mass of People
vs
Marketplace         The Right People
vs
SaaS                Your Product
Value Metrics



              How do users find you?      ACQUISITION


Do users have a great first experience?   ACTIVATION


                Do users come back?      RETENTION


           How do you make money?        REVENUE


                 Do users tell others?   REFERRAL
Analyse Feature Usage
of both successful & unsuccessful customers
Analyse Time to Complete an Action




=> Highly useful for targeted email campaign
Week 1
         Get email from    Visit landing      Request
                                                               Commit to
                                                             become paying
                                                                                                   PERSONAS
              Ash              page            Demo
                                                                customer

                          ACQUISITION                                                                            Technical Founder


                                                              Provide billing
Week 1                                     Create Account    info for 14-day                                     Product Owner
                                                                   trial

                                              SIGNUP          UPGRADE


                                           Get welcome          Schedule
Week 1                                     email with link       weekly          Review docs
                                             to docs            meetings




                                                                                   Establish       Map user
Week 2                                                       First meeting
                                                                                success metrics     actions




                                                                                                   Send first
                                                                                Send events to
Week 3                                                                                            production
                                                                                   staging
                                                                                                     event

                                                                                                  ACTIVATION



                                                                                                  Identify key
                                                                                Baseline AARRR                          Define
Week 4                                                                                             metric to
                                                                                    metrics                           experiments
                                                                                                    improve

                                                                                                  RETENTION
Usability Tests




http://www.slideshare.net/JohnnyForeigner/active-testing-sketches-leancamp-bcn
Value Metrics



              How do users find you?      ACQUISITION


Do users have a great first experience?   ACTIVATION


                Do users come back?      RETENTION


           How do you make money?        REVENUE


                 Do users tell others?   REFERRAL
Did Key Activity More than Once

“Created at least 3 cards on the Kan-ban board”

        “Wrote at least 2 blog posts”

    “Wrote at least 5 restaurant reviews”
Frequency

  Daily?
 Weekly?
 Monthly?
1-day
 52%

7-day
 31%

14-day
 22%

30-day
 14%
Actionable Metrics @ Lean Startup Meetup Berlin
Accelerating Growth
Growth Metrics



              How do users find you?      ACQUISITION


Do users have a great first experience?   ACTIVATION


                Do users come back?      RETENTION


           How do you make money?        REVENUE


                 Do users tell others?   REFERRAL
The engine of growth is the
mechanism that startups use to
achieve sustainable growth.

-Eric Ries, The Lean Startup
Sticky
Organic Growth > Churn Rate
Paid
Lifetime Value > Acquisition Costs
Viral
Viral Coefficient > 1.0
Taking Action
Metrics are not a “Task”.

☑ Built a Metrics Dashboard
☐?
☐ Profit!
IDEAS



LEARN             BUILD




 DATA              PRODUCT


        MEASURE




                  Experiment
Hypotheses
 instead of
Requirements
Requirement:
Users can create 3D avatars.
Hypothesis:
We believe that users will create a 3D
avatar and spend more time on other
           users profiles.
Falsifiable Hypothesis:
  50% of newly signed up users will create a 3D avatar,
Avg time spent on user profiles will go from 30s to 1min+
Validated Learning:
     Define Hypothesis,
Build & Launch Experiment,
  Learn from the Results
Test your
 Value Hypothesis first.
Unless you need critical mass
      to deliver value.
Experiment
  Reports
Planning an Experiment
1. Context - Why is this relevant?
2. Quantify Your Goals
3. Set Scope & Timebox
EXPERIMENT REPORT                              Title: [TITLE]                                  Author: [NAME]                 Created: [DATE]


Learning Goal                                                               Results
What are you trying to learn or achieve?                                    Enter the data.




Falsifiable Hypothesis
 Your list of statements on the expected outcome of the experiment.

 Use this format:
 [Specific Repeatable Action] will [Expected Measurable Outcome]




                                                                            Validated Learning                              VALIDATED or INVALIDATED

                                                                             Summarize your learning from the experiment.

Experiment Scope
 How many and/or how long will the experiment last?




Minimum Build Plan
 List the build plan step by step to get your measurement and experiment.




                                                                            Next Action
                                                                             Whatʼs the next experiment?




                                                                                                                                    Lean Stack by Spark59.com
EXPERIMENT REPORT                              Title: [TITLE]                                  Author: [NAME]                 Created: [DATE]


Learning Goal                                                               Results
What are you trying to learn or achieve?                                    Enter the data.




Falsifiable Hypothesis
 Your list of statements on the expected outcome of the experiment.

 Use this format:
 [Specific Repeatable Action] will [Expected Measurable Outcome]




                                                                                 Left Side Defines
                                                                            Validated Learning
                                                                             Summarize your learning from the experiment.
                                                                                                                            VALIDATED or INVALIDATED




                                                                                 The Experiment
Experiment Scope
 How many and/or how long will the experiment last?




Minimum Build Plan
 List the build plan step by step to get your measurement and experiment.




                                                                            Next Action
                                                                             Whatʼs the next experiment?




                                                                                                                                    Lean Stack by Spark59.com
EXPERIMENT REPORT                              Title: [TITLE]                                  Author: [NAME]                 Created: [DATE]


Learning Goal                                                               Results
What are you trying to learn or achieve?                                    Enter the data.




Falsifiable Hypothesis
 Your list of statements on the expected outcome of the experiment.

 Use this format:
 [Specific Repeatable Action] will [Expected Measurable Outcome]




                        Right Side                                          Validated Learning                              VALIDATED or INVALIDATED




                      Analyses The
                                                                             Summarize your learning from the experiment.

Experiment Scope
 How many and/or how long will the experiment last?




Minimum Build Plan         Results
 List the build plan step by step to get your measurement and experiment.




                                                                            Next Action
                                                                             Whatʼs the next experiment?




                                                                                                                                    Lean Stack by Spark59.com
✘
   Failure is good.
 Validated Learning is our
Measurement of Progress.
Kan-ban Board

         IDEAS              Build   Measure   Learn

LEARN             BUILD                        ✓
                                               ✘

 DATA             PRODUCT


        MEASURE
Weekly Strategy Meeting
Review Experiments
Only In Weekly Meeting

 Focus On Efficiency
  In Daily Stand-ups
Review Experiment Results
    Challenge the Interpretation
Kill / Restart overdue Experiments
Thanks!
   Learn more:
j.mp/s59-metrics

Contenu connexe

Tendances

The Art of Branding by Guy Kawasaki
The Art of Branding by Guy KawasakiThe Art of Branding by Guy Kawasaki
The Art of Branding by Guy KawasakiGuy Kawasaki
 
마케팅 인사이트를 위한 데이터 분석
마케팅 인사이트를 위한 데이터 분석마케팅 인사이트를 위한 데이터 분석
마케팅 인사이트를 위한 데이터 분석ACE Trader
 
21 Actionable Growth Hacking Tactics
21 Actionable Growth Hacking Tactics21 Actionable Growth Hacking Tactics
21 Actionable Growth Hacking TacticsJon Yongfook
 
린분석 with 레진코믹스 ( Lean Analytics with Lezhin Comics )
린분석 with 레진코믹스 ( Lean Analytics with Lezhin Comics )린분석 with 레진코믹스 ( Lean Analytics with Lezhin Comics )
린분석 with 레진코믹스 ( Lean Analytics with Lezhin Comics )정혁 권
 
Lean Analytics Cycle
Lean Analytics CycleLean Analytics Cycle
Lean Analytics CycleHiten Shah
 
그로스 해킹 & 데이터 프로덕트 (Growth Hacking & Data Product) - 고넥터 고영혁 (Gonnector Dylan Ko)
그로스 해킹 & 데이터 프로덕트 (Growth Hacking & Data Product) - 고넥터 고영혁 (Gonnector Dylan Ko)그로스 해킹 & 데이터 프로덕트 (Growth Hacking & Data Product) - 고넥터 고영혁 (Gonnector Dylan Ko)
그로스 해킹 & 데이터 프로덕트 (Growth Hacking & Data Product) - 고넥터 고영혁 (Gonnector Dylan Ko)Dylan Ko
 
개인화 추천은 어디로 가고 있는가?
개인화 추천은 어디로 가고 있는가?개인화 추천은 어디로 가고 있는가?
개인화 추천은 어디로 가고 있는가?choi kyumin
 
데이터는 차트가 아니라 돈이 되어야 한다.
데이터는 차트가 아니라 돈이 되어야 한다.데이터는 차트가 아니라 돈이 되어야 한다.
데이터는 차트가 아니라 돈이 되어야 한다.Yongho Ha
 
Thoughts on Growth
Thoughts on GrowthThoughts on Growth
Thoughts on Growthjoshelman
 
Lean Analytics @ MicroConf
Lean Analytics @ MicroConfLean Analytics @ MicroConf
Lean Analytics @ MicroConfLean Analytics
 
스타트업은 데이터를 어떻게 바라봐야 할까? (개정판)
스타트업은 데이터를 어떻게 바라봐야 할까? (개정판)스타트업은 데이터를 어떻게 바라봐야 할까? (개정판)
스타트업은 데이터를 어떻게 바라봐야 할까? (개정판)Yongho Ha
 
A KPI framework for startups
A KPI framework for startupsA KPI framework for startups
A KPI framework for startupsyalisassoon
 
데이터가 흐르는 조직 만들기 - 마이리얼트립
데이터가 흐르는 조직 만들기 - 마이리얼트립데이터가 흐르는 조직 만들기 - 마이리얼트립
데이터가 흐르는 조직 만들기 - 마이리얼트립승화 양
 
[데이터야놀자2107] 강남 출근길에 판교/정자역에 내릴 사람 예측하기
[데이터야놀자2107] 강남 출근길에 판교/정자역에 내릴 사람 예측하기 [데이터야놀자2107] 강남 출근길에 판교/정자역에 내릴 사람 예측하기
[데이터야놀자2107] 강남 출근길에 판교/정자역에 내릴 사람 예측하기 choi kyumin
 
메조미디어_미디어&마켓 리포트_2022.11.pdf
메조미디어_미디어&마켓 리포트_2022.11.pdf메조미디어_미디어&마켓 리포트_2022.11.pdf
메조미디어_미디어&마켓 리포트_2022.11.pdfMezzoMedia
 
Workshop: Using Service Blueprinting to Evolve Services
Workshop: Using Service Blueprinting to Evolve ServicesWorkshop: Using Service Blueprinting to Evolve Services
Workshop: Using Service Blueprinting to Evolve ServicesIzac Ross
 
Little Big Data #1. 바닥부터 시작하는 데이터 인프라
Little Big Data #1. 바닥부터 시작하는 데이터 인프라Little Big Data #1. 바닥부터 시작하는 데이터 인프라
Little Big Data #1. 바닥부터 시작하는 데이터 인프라Seongyun Byeon
 
Startup Metrics 101: a Product & Marketing Workshop
Startup Metrics 101: a Product & Marketing WorkshopStartup Metrics 101: a Product & Marketing Workshop
Startup Metrics 101: a Product & Marketing WorkshopDave McClure
 
WebSummit 2018 - 9 Secrets for Startup Success
WebSummit 2018 - 9 Secrets for Startup SuccessWebSummit 2018 - 9 Secrets for Startup Success
WebSummit 2018 - 9 Secrets for Startup SuccessDavid Skok
 
2023 메조미디어 트렌드 리포트
2023 메조미디어 트렌드 리포트2023 메조미디어 트렌드 리포트
2023 메조미디어 트렌드 리포트MezzoMedia
 

Tendances (20)

The Art of Branding by Guy Kawasaki
The Art of Branding by Guy KawasakiThe Art of Branding by Guy Kawasaki
The Art of Branding by Guy Kawasaki
 
마케팅 인사이트를 위한 데이터 분석
마케팅 인사이트를 위한 데이터 분석마케팅 인사이트를 위한 데이터 분석
마케팅 인사이트를 위한 데이터 분석
 
21 Actionable Growth Hacking Tactics
21 Actionable Growth Hacking Tactics21 Actionable Growth Hacking Tactics
21 Actionable Growth Hacking Tactics
 
린분석 with 레진코믹스 ( Lean Analytics with Lezhin Comics )
린분석 with 레진코믹스 ( Lean Analytics with Lezhin Comics )린분석 with 레진코믹스 ( Lean Analytics with Lezhin Comics )
린분석 with 레진코믹스 ( Lean Analytics with Lezhin Comics )
 
Lean Analytics Cycle
Lean Analytics CycleLean Analytics Cycle
Lean Analytics Cycle
 
그로스 해킹 & 데이터 프로덕트 (Growth Hacking & Data Product) - 고넥터 고영혁 (Gonnector Dylan Ko)
그로스 해킹 & 데이터 프로덕트 (Growth Hacking & Data Product) - 고넥터 고영혁 (Gonnector Dylan Ko)그로스 해킹 & 데이터 프로덕트 (Growth Hacking & Data Product) - 고넥터 고영혁 (Gonnector Dylan Ko)
그로스 해킹 & 데이터 프로덕트 (Growth Hacking & Data Product) - 고넥터 고영혁 (Gonnector Dylan Ko)
 
개인화 추천은 어디로 가고 있는가?
개인화 추천은 어디로 가고 있는가?개인화 추천은 어디로 가고 있는가?
개인화 추천은 어디로 가고 있는가?
 
데이터는 차트가 아니라 돈이 되어야 한다.
데이터는 차트가 아니라 돈이 되어야 한다.데이터는 차트가 아니라 돈이 되어야 한다.
데이터는 차트가 아니라 돈이 되어야 한다.
 
Thoughts on Growth
Thoughts on GrowthThoughts on Growth
Thoughts on Growth
 
Lean Analytics @ MicroConf
Lean Analytics @ MicroConfLean Analytics @ MicroConf
Lean Analytics @ MicroConf
 
스타트업은 데이터를 어떻게 바라봐야 할까? (개정판)
스타트업은 데이터를 어떻게 바라봐야 할까? (개정판)스타트업은 데이터를 어떻게 바라봐야 할까? (개정판)
스타트업은 데이터를 어떻게 바라봐야 할까? (개정판)
 
A KPI framework for startups
A KPI framework for startupsA KPI framework for startups
A KPI framework for startups
 
데이터가 흐르는 조직 만들기 - 마이리얼트립
데이터가 흐르는 조직 만들기 - 마이리얼트립데이터가 흐르는 조직 만들기 - 마이리얼트립
데이터가 흐르는 조직 만들기 - 마이리얼트립
 
[데이터야놀자2107] 강남 출근길에 판교/정자역에 내릴 사람 예측하기
[데이터야놀자2107] 강남 출근길에 판교/정자역에 내릴 사람 예측하기 [데이터야놀자2107] 강남 출근길에 판교/정자역에 내릴 사람 예측하기
[데이터야놀자2107] 강남 출근길에 판교/정자역에 내릴 사람 예측하기
 
메조미디어_미디어&마켓 리포트_2022.11.pdf
메조미디어_미디어&마켓 리포트_2022.11.pdf메조미디어_미디어&마켓 리포트_2022.11.pdf
메조미디어_미디어&마켓 리포트_2022.11.pdf
 
Workshop: Using Service Blueprinting to Evolve Services
Workshop: Using Service Blueprinting to Evolve ServicesWorkshop: Using Service Blueprinting to Evolve Services
Workshop: Using Service Blueprinting to Evolve Services
 
Little Big Data #1. 바닥부터 시작하는 데이터 인프라
Little Big Data #1. 바닥부터 시작하는 데이터 인프라Little Big Data #1. 바닥부터 시작하는 데이터 인프라
Little Big Data #1. 바닥부터 시작하는 데이터 인프라
 
Startup Metrics 101: a Product & Marketing Workshop
Startup Metrics 101: a Product & Marketing WorkshopStartup Metrics 101: a Product & Marketing Workshop
Startup Metrics 101: a Product & Marketing Workshop
 
WebSummit 2018 - 9 Secrets for Startup Success
WebSummit 2018 - 9 Secrets for Startup SuccessWebSummit 2018 - 9 Secrets for Startup Success
WebSummit 2018 - 9 Secrets for Startup Success
 
2023 메조미디어 트렌드 리포트
2023 메조미디어 트렌드 리포트2023 메조미디어 트렌드 리포트
2023 메조미디어 트렌드 리포트
 

Similaire à Actionable Metrics @ Lean Startup Meetup Berlin

Early Stage Funding
Early Stage FundingEarly Stage Funding
Early Stage FundingPeter Carr
 
Startup Metrics for Pirates (Startonomics Beijing, June 2009)
Startup Metrics for Pirates (Startonomics Beijing, June 2009)Startup Metrics for Pirates (Startonomics Beijing, June 2009)
Startup Metrics for Pirates (Startonomics Beijing, June 2009)Geeks On A Plane
 
Startup Metrics for Pirates (SeedCamp, Sept 2009)
Startup Metrics for Pirates (SeedCamp, Sept 2009)Startup Metrics for Pirates (SeedCamp, Sept 2009)
Startup Metrics for Pirates (SeedCamp, Sept 2009)Dave McClure
 
The Startup Metrics Religion
The Startup Metrics ReligionThe Startup Metrics Religion
The Startup Metrics ReligionChikPea
 
Startup Metrics 4 Pirates
Startup Metrics 4 PiratesStartup Metrics 4 Pirates
Startup Metrics 4 Piratescaquino23
 
Make Better Decisions!
Make Better Decisions!Make Better Decisions!
Make Better Decisions!Hiten Shah
 
Startupmetrics101aarrr
Startupmetrics101aarrrStartupmetrics101aarrr
Startupmetrics101aarrrTodd Lewis
 
SaaS and the quest for freemium
SaaS and the quest for freemiumSaaS and the quest for freemium
SaaS and the quest for freemiumKelly Schwedland
 
Running Successful User Surveys
Running Successful User SurveysRunning Successful User Surveys
Running Successful User SurveysSVPMA
 
Lemon-ING NY Marathon Case Study
Lemon-ING NY Marathon Case StudyLemon-ING NY Marathon Case Study
Lemon-ING NY Marathon Case StudyThe LBMA
 
Product Management by Numbers: Using Metrics To Optimize Your Product by Dan ...
Product Management by Numbers: Using Metrics To Optimize Your Product by Dan ...Product Management by Numbers: Using Metrics To Optimize Your Product by Dan ...
Product Management by Numbers: Using Metrics To Optimize Your Product by Dan ...Dan Olsen
 
2011 Acumen Annual Summit Keynote
2011 Acumen Annual Summit Keynote2011 Acumen Annual Summit Keynote
2011 Acumen Annual Summit KeynoteAcumen
 
Metrics in early stage startups - Leancamp Berlin
Metrics in early stage startups - Leancamp Berlin Metrics in early stage startups - Leancamp Berlin
Metrics in early stage startups - Leancamp Berlin Andreas Klinger
 
Startup Monthly Entrepreneurship School
Startup Monthly Entrepreneurship SchoolStartup Monthly Entrepreneurship School
Startup Monthly Entrepreneurship SchoolStartup Monthly
 
Startup Metrics for Pirates (Sept 2012)
Startup Metrics for Pirates (Sept 2012)Startup Metrics for Pirates (Sept 2012)
Startup Metrics for Pirates (Sept 2012)Dave McClure
 
World-Class Web Metrics by Dan Olsen
World-Class Web Metrics by Dan OlsenWorld-Class Web Metrics by Dan Olsen
World-Class Web Metrics by Dan OlsenDan Olsen
 

Similaire à Actionable Metrics @ Lean Startup Meetup Berlin (20)

Early Stage Funding
Early Stage FundingEarly Stage Funding
Early Stage Funding
 
Startup Metrics for Pirates (Startonomics Beijing, June 2009)
Startup Metrics for Pirates (Startonomics Beijing, June 2009)Startup Metrics for Pirates (Startonomics Beijing, June 2009)
Startup Metrics for Pirates (Startonomics Beijing, June 2009)
 
Startup Metrics for Pirates (SeedCamp, Sept 2009)
Startup Metrics for Pirates (SeedCamp, Sept 2009)Startup Metrics for Pirates (SeedCamp, Sept 2009)
Startup Metrics for Pirates (SeedCamp, Sept 2009)
 
The Startup Metrics Religion
The Startup Metrics ReligionThe Startup Metrics Religion
The Startup Metrics Religion
 
Startup Metrics 4 Pirates
Startup Metrics 4 PiratesStartup Metrics 4 Pirates
Startup Metrics 4 Pirates
 
Metrics - Hands On
Metrics - Hands OnMetrics - Hands On
Metrics - Hands On
 
Make Better Decisions!
Make Better Decisions!Make Better Decisions!
Make Better Decisions!
 
Sitex orbis a case study
Sitex orbis   a case studySitex orbis   a case study
Sitex orbis a case study
 
Startupmetrics101aarrr
Startupmetrics101aarrrStartupmetrics101aarrr
Startupmetrics101aarrr
 
SaaS and the quest for freemium
SaaS and the quest for freemiumSaaS and the quest for freemium
SaaS and the quest for freemium
 
Event planning checklist
Event planning checklistEvent planning checklist
Event planning checklist
 
Running Successful User Surveys
Running Successful User SurveysRunning Successful User Surveys
Running Successful User Surveys
 
Apresentação Institucional do IIBA
Apresentação Institucional do IIBAApresentação Institucional do IIBA
Apresentação Institucional do IIBA
 
Lemon-ING NY Marathon Case Study
Lemon-ING NY Marathon Case StudyLemon-ING NY Marathon Case Study
Lemon-ING NY Marathon Case Study
 
Product Management by Numbers: Using Metrics To Optimize Your Product by Dan ...
Product Management by Numbers: Using Metrics To Optimize Your Product by Dan ...Product Management by Numbers: Using Metrics To Optimize Your Product by Dan ...
Product Management by Numbers: Using Metrics To Optimize Your Product by Dan ...
 
2011 Acumen Annual Summit Keynote
2011 Acumen Annual Summit Keynote2011 Acumen Annual Summit Keynote
2011 Acumen Annual Summit Keynote
 
Metrics in early stage startups - Leancamp Berlin
Metrics in early stage startups - Leancamp Berlin Metrics in early stage startups - Leancamp Berlin
Metrics in early stage startups - Leancamp Berlin
 
Startup Monthly Entrepreneurship School
Startup Monthly Entrepreneurship SchoolStartup Monthly Entrepreneurship School
Startup Monthly Entrepreneurship School
 
Startup Metrics for Pirates (Sept 2012)
Startup Metrics for Pirates (Sept 2012)Startup Metrics for Pirates (Sept 2012)
Startup Metrics for Pirates (Sept 2012)
 
World-Class Web Metrics by Dan Olsen
World-Class Web Metrics by Dan OlsenWorld-Class Web Metrics by Dan Olsen
World-Class Web Metrics by Dan Olsen
 

Plus de Lukas Fittl

Advanced pg_stat_statements: Filtering, Regression Testing & more
Advanced pg_stat_statements: Filtering, Regression Testing & moreAdvanced pg_stat_statements: Filtering, Regression Testing & more
Advanced pg_stat_statements: Filtering, Regression Testing & moreLukas Fittl
 
Lean Startup & UX for Agile Teams
Lean Startup & UX for Agile TeamsLean Startup & UX for Agile Teams
Lean Startup & UX for Agile TeamsLukas Fittl
 
Lean Stack - A Story Of Continuous Improvement
Lean Stack - A Story Of Continuous ImprovementLean Stack - A Story Of Continuous Improvement
Lean Stack - A Story Of Continuous ImprovementLukas Fittl
 
Lean & Agile ♥ UX Design
Lean & Agile ♥ UX DesignLean & Agile ♥ UX Design
Lean & Agile ♥ UX DesignLukas Fittl
 
We Built It, And They Didn't Come!
We Built It, And They Didn't Come!We Built It, And They Didn't Come!
We Built It, And They Didn't Come!Lukas Fittl
 
Enabling Innovation using Lean Startup
Enabling Innovation using Lean StartupEnabling Innovation using Lean Startup
Enabling Innovation using Lean StartupLukas Fittl
 
Lean Startup Essentials - March 2012
Lean Startup Essentials - March 2012Lean Startup Essentials - March 2012
Lean Startup Essentials - March 2012Lukas Fittl
 
Lean Startup Essentials - Le Camping Edition
Lean Startup Essentials - Le Camping EditionLean Startup Essentials - Le Camping Edition
Lean Startup Essentials - Le Camping EditionLukas Fittl
 
Lean Startup Essentials - SeedHack Edition
Lean Startup Essentials - SeedHack EditionLean Startup Essentials - SeedHack Edition
Lean Startup Essentials - SeedHack EditionLukas Fittl
 
Lean Startup Essentials - STARTup Live Hagenberg
Lean Startup Essentials - STARTup Live HagenbergLean Startup Essentials - STARTup Live Hagenberg
Lean Startup Essentials - STARTup Live HagenbergLukas Fittl
 
Lean Startup Essentials - STARTup Live Graz
Lean Startup Essentials - STARTup Live GrazLean Startup Essentials - STARTup Live Graz
Lean Startup Essentials - STARTup Live GrazLukas Fittl
 
Introduction to Git
Introduction to GitIntroduction to Git
Introduction to GitLukas Fittl
 

Plus de Lukas Fittl (12)

Advanced pg_stat_statements: Filtering, Regression Testing & more
Advanced pg_stat_statements: Filtering, Regression Testing & moreAdvanced pg_stat_statements: Filtering, Regression Testing & more
Advanced pg_stat_statements: Filtering, Regression Testing & more
 
Lean Startup & UX for Agile Teams
Lean Startup & UX for Agile TeamsLean Startup & UX for Agile Teams
Lean Startup & UX for Agile Teams
 
Lean Stack - A Story Of Continuous Improvement
Lean Stack - A Story Of Continuous ImprovementLean Stack - A Story Of Continuous Improvement
Lean Stack - A Story Of Continuous Improvement
 
Lean & Agile ♥ UX Design
Lean & Agile ♥ UX DesignLean & Agile ♥ UX Design
Lean & Agile ♥ UX Design
 
We Built It, And They Didn't Come!
We Built It, And They Didn't Come!We Built It, And They Didn't Come!
We Built It, And They Didn't Come!
 
Enabling Innovation using Lean Startup
Enabling Innovation using Lean StartupEnabling Innovation using Lean Startup
Enabling Innovation using Lean Startup
 
Lean Startup Essentials - March 2012
Lean Startup Essentials - March 2012Lean Startup Essentials - March 2012
Lean Startup Essentials - March 2012
 
Lean Startup Essentials - Le Camping Edition
Lean Startup Essentials - Le Camping EditionLean Startup Essentials - Le Camping Edition
Lean Startup Essentials - Le Camping Edition
 
Lean Startup Essentials - SeedHack Edition
Lean Startup Essentials - SeedHack EditionLean Startup Essentials - SeedHack Edition
Lean Startup Essentials - SeedHack Edition
 
Lean Startup Essentials - STARTup Live Hagenberg
Lean Startup Essentials - STARTup Live HagenbergLean Startup Essentials - STARTup Live Hagenberg
Lean Startup Essentials - STARTup Live Hagenberg
 
Lean Startup Essentials - STARTup Live Graz
Lean Startup Essentials - STARTup Live GrazLean Startup Essentials - STARTup Live Graz
Lean Startup Essentials - STARTup Live Graz
 
Introduction to Git
Introduction to GitIntroduction to Git
Introduction to Git
 

Dernier

Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 

Dernier (20)

Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 

Actionable Metrics @ Lean Startup Meetup Berlin

  • 1. ACTIONABLE METRICS Are you making your product better or worse? LUKAS FITTL @lfittl spark59.com Lean Startup is trademarked by Eric Ries and used with permission. Business Model Canvas is created by Alex Osterwalder and licensed under CC-BY-SA.
  • 2. About Myself Founded 2 tech startups, worked with many others & Spark59
  • 4. “Am I making progress into the right direction?”
  • 6. Product/ Market Fit 1. Deliver Value 2. Accelerate Growth
  • 7. Product/ Market Fit 1. Value 2. Growth
  • 8. Now June 2013 $2000 / month ? $10000 / month
  • 10. Cohort: Group of people that share a common characteristic over a period of time.
  • 13. Group users by sign-up date and track their lifecycle.
  • 16. Cohort Analysis for Retention
  • 18. Cohort Analysis w Google Analytics http://danhilltech.tumblr.com/post/12509218078/startups-hacking-a-cohort-analysis-with-google
  • 19. Dave McClure’s AARRR ACQUISITION How do users find you? ACTIVATION Do users have a reat first experience? RETENTION Do users come back? REVENUE How do you make money? REFERRAL Do users tell others?
  • 20. Now June 2013 $2000 / month ? $10000 / month
  • 21. Cohort of February 12th, 2013 12500 Unique Visitors / day ACQ 5% sign up 625 signed up ACT 8% activate 50 activated RET 20% stay for 1 week 10 retained REV 20% to paid at $35 2 paid $70 / day $2000 / month
  • 22. 12500 Uniques 12500 Uniques ACQ 5% sign up 625 10% sign up 1250 ACT 8% activate 50 20% activate 250 RET 20% stay for 1 week 10 20% stay for 1 week 50 REV 20% to paid at $35 2 20% to paid at $35 10 $70 / day $350 / day $2000 / month $10000 / month Now June 2013
  • 23. 12500 Uniques 12500 Uniques ACQ 5% sign up 625 10% sign up 1250 ACT 8% activate 50 20% activate 250 RET 20% stay for 1 week 10 20% stay for 1 week 50 REV 20% to paid at $35 2 20% to paid at $35 10 $70 / day $350 / day $2000 / month $10000 / month Now June 2013
  • 25. Customers need to experience the value, otherwise they will leave.
  • 26. Value Metrics How do users find you? ACQUISITION Do users have a great first experience? ACTIVATION Do users come back? RETENTION How do you make money? REVENUE Do users tell others? REFERRAL
  • 27. Who delivers the actual value? Network effect Critical Mass of People vs Marketplace The Right People vs SaaS Your Product
  • 28. Value Metrics How do users find you? ACQUISITION Do users have a great first experience? ACTIVATION Do users come back? RETENTION How do you make money? REVENUE Do users tell others? REFERRAL
  • 29. Analyse Feature Usage of both successful & unsuccessful customers
  • 30. Analyse Time to Complete an Action => Highly useful for targeted email campaign
  • 31. Week 1 Get email from Visit landing Request Commit to become paying PERSONAS Ash page Demo customer ACQUISITION Technical Founder Provide billing Week 1 Create Account info for 14-day Product Owner trial SIGNUP UPGRADE Get welcome Schedule Week 1 email with link weekly Review docs to docs meetings Establish Map user Week 2 First meeting success metrics actions Send first Send events to Week 3 production staging event ACTIVATION Identify key Baseline AARRR Define Week 4 metric to metrics experiments improve RETENTION
  • 33. Value Metrics How do users find you? ACQUISITION Do users have a great first experience? ACTIVATION Do users come back? RETENTION How do you make money? REVENUE Do users tell others? REFERRAL
  • 34. Did Key Activity More than Once “Created at least 3 cards on the Kan-ban board” “Wrote at least 2 blog posts” “Wrote at least 5 restaurant reviews”
  • 35. Frequency Daily? Weekly? Monthly?
  • 36. 1-day 52% 7-day 31% 14-day 22% 30-day 14%
  • 39. Growth Metrics How do users find you? ACQUISITION Do users have a great first experience? ACTIVATION Do users come back? RETENTION How do you make money? REVENUE Do users tell others? REFERRAL
  • 40. The engine of growth is the mechanism that startups use to achieve sustainable growth. -Eric Ries, The Lean Startup
  • 42. Paid Lifetime Value > Acquisition Costs
  • 45. Metrics are not a “Task”. ☑ Built a Metrics Dashboard ☐? ☐ Profit!
  • 46. IDEAS LEARN BUILD DATA PRODUCT MEASURE Experiment
  • 49. Hypothesis: We believe that users will create a 3D avatar and spend more time on other users profiles.
  • 50. Falsifiable Hypothesis: 50% of newly signed up users will create a 3D avatar, Avg time spent on user profiles will go from 30s to 1min+
  • 51. Validated Learning: Define Hypothesis, Build & Launch Experiment, Learn from the Results
  • 52. Test your Value Hypothesis first. Unless you need critical mass to deliver value.
  • 54. Planning an Experiment 1. Context - Why is this relevant? 2. Quantify Your Goals 3. Set Scope & Timebox
  • 55. EXPERIMENT REPORT Title: [TITLE] Author: [NAME] Created: [DATE] Learning Goal Results What are you trying to learn or achieve? Enter the data. Falsifiable Hypothesis Your list of statements on the expected outcome of the experiment. Use this format: [Specific Repeatable Action] will [Expected Measurable Outcome] Validated Learning VALIDATED or INVALIDATED Summarize your learning from the experiment. Experiment Scope How many and/or how long will the experiment last? Minimum Build Plan List the build plan step by step to get your measurement and experiment. Next Action Whatʼs the next experiment? Lean Stack by Spark59.com
  • 56. EXPERIMENT REPORT Title: [TITLE] Author: [NAME] Created: [DATE] Learning Goal Results What are you trying to learn or achieve? Enter the data. Falsifiable Hypothesis Your list of statements on the expected outcome of the experiment. Use this format: [Specific Repeatable Action] will [Expected Measurable Outcome] Left Side Defines Validated Learning Summarize your learning from the experiment. VALIDATED or INVALIDATED The Experiment Experiment Scope How many and/or how long will the experiment last? Minimum Build Plan List the build plan step by step to get your measurement and experiment. Next Action Whatʼs the next experiment? Lean Stack by Spark59.com
  • 57. EXPERIMENT REPORT Title: [TITLE] Author: [NAME] Created: [DATE] Learning Goal Results What are you trying to learn or achieve? Enter the data. Falsifiable Hypothesis Your list of statements on the expected outcome of the experiment. Use this format: [Specific Repeatable Action] will [Expected Measurable Outcome] Right Side Validated Learning VALIDATED or INVALIDATED Analyses The Summarize your learning from the experiment. Experiment Scope How many and/or how long will the experiment last? Minimum Build Plan Results List the build plan step by step to get your measurement and experiment. Next Action Whatʼs the next experiment? Lean Stack by Spark59.com
  • 58. Failure is good. Validated Learning is our Measurement of Progress.
  • 59. Kan-ban Board IDEAS Build Measure Learn LEARN BUILD ✓ ✘ DATA PRODUCT MEASURE
  • 61. Review Experiments Only In Weekly Meeting Focus On Efficiency In Daily Stand-ups
  • 62. Review Experiment Results Challenge the Interpretation Kill / Restart overdue Experiments
  • 63. Thanks! Learn more: j.mp/s59-metrics