appsocially主催growthcon tokyo #1:...

Practical Lean Analytics

Growthcon October 24, 2014

@acroll

Don’t sell what you can make. Make what you can sell.

Kevin Costner is a lousy entrepreneur.

The core of Lean is iteration.

Most startups don’t know what they’ll be when they grow up.

Hotmailwas a database company

Flickrwas going to be an MMO

Twitter was a podcasting company

Autodesk made desktop automation

Paypalfirst built for Palmpilots

Freshbookswas invoicing for a web design firm

Wikipedia was to be written by experts only

Mitelwas a lawnmower company

Waterfall, agile, and lean(Why the old ways don’t work.)

Waterfall approachYou know the problem and the solution.

Known set of requirements

Known ways to satisfy them

Spec Build Test Launch

Agile methodologies

Know the problem, find the solution

Known set of requirements

Unclear how to satisfy them

Build Test LaunchViable?Problemstatement

Adjust

Sprints

Unknown set of requirements

Lean approach

First, know that you don’t know.

Possible problem space

Product/market

hypothesisTrial startup

Product/market

hypothesisTrial startup

Product/market hypothesis

Trial startup

Product/market hypothesis

Trial startup

You are herePIV

OT

Why now?

First: High rate of change of digital technologies & channels.

Arbitron and radio data

Times a song in “heavy rotation” is played daily

0

15

30

2007 2012

266

Why now?

Second: It’s no longer about whether you can build it—it’s about whether

anyone will care.

The Attention Economy“What information consumes is rather obvious: it consumes the attention of its recipients.

Hence a wealth of information creates a poverty of attention, and a need to allocate that attention efficiently among the overabundance of information sources that might consume it.”

(Computers, Communications and the Public Interest, pages 40-41, Martin Greenberger, ed., The Johns Hopkins Press, 1971.)Herbert Simon

Lit motors tests the risky part

Unfortunately, it is hard to be honest with ourselves.

Everyone’s idea is the best right?

People love this part!

(but that’s not always a good thing)

This is where things fall apart.

No data, no learning.

Analytics can help.

Analytics is the measurement of movement towards your business

goals.

In a startup, the purpose of analytics is to iterate to product/market fit

before the money runs out.

Some fundamentals.

A good metric is:

Understandable

If you’re busy explaining the data, you won’t be busy acting on it.

Comparative

Comparison is context.

A ratio or rate

The only way to measure change and roll up the tension between two metrics (MPH)

Behaviorchanging

What will you do differently based on the results you collect?

The simplest rule

badmetric.

If a metric won’t change how you behave, it’s a

h"p://www.flickr.com/photos/circasassy/7858155676/

http://www.flickr.com/photos/circasassy/7858155676/

Metrics help you know yourself.

Acquisition

Hybrid

Loyalty

70%of retailers

20%of retailers

10%of retailers

You are just like

Customers that buy >1x in 90d

Once

2-2.5per year

>2.5per year

Your customers will buy from you

Then you are in this mode

1-15%

15-30%

>30%

Low acquisition cost, high checkout

Increasing return rates, market share

Loyalty, selection, inventory size

Focus on

(Thanks to Kevin Hillstrom for this.)

Qualitative

Unstructured, anecdotal, revealing, hard to aggregate, often too positive & reassuring.

Warm and fuzzy.

Quantitative

Numbers and stats. Hard facts, less insight, easier to analyze; often sour and disappointing.

Cold and hard.

Exploratory

Speculative. Tries to find unexpected or interesting insights. Source of unfair advantages.

Cool.

Reporting

Predictable. Keeps you abreast of the normal, day-to-day operations. Can be managed by exception.

Necessary.

Rumsfeld on Analytics

(Or rather, Avinash Kaushik channeling Rumsfeld)

Things we

know

don’tknow

we know Are facts which may be wrong and should be checked against data.

we don’tknow

Are questions we can answer by reporting, which we should baseline & automate.

we knowAre intuition which we should quantify and teach to improve effectiveness, efficiency.

we don’tknow

Are exploration which is where unfair advantage and interesting epiphanies live.

MayAprMarFeb

Slicing and dicing data

Jan

0

5,000

Activ

e use

rs

Cohort: Comparison of similar groups along a timeline. (this is the April cohort)

A/B test: Changing one thing (i.e. color) and measuring the result (i.e. revenue.)

Multivariateanalysis Changing several things at once to see which correlates with a result.

☀☁☀☁

Segment: Cross-sectional

comparison of all people divided by

some attribute (age, gender, etc.)

☀

☁

Which of these two companies is doing better?

January February March April May

Rev/customer $5.00 $4.50 $4.33 $4.25 $4.50Is this company growing or stagnating?

Cohort 1 2 3 4 5

January $5 $3 $2 $1 $0.5

February $6 $4 $2 $1

March $7 $6 $5

April $8 $7

May $9

How about this one?

Cohort 1 2 3 4 5

January $5 $3 $2 $1 $0.5

February $6 $4 $2 $1

March $7 $6 $5

April $8 $7

May $9

Averages $7 $5 $3 $1 $0.5

Look at the same data in cohorts

Lagging

Historical. Shows you how you’re doing; reports the news. Example: sales.

Explaining the past.

Leading

Forward-looking. Number today that predicts tomorrow; reports the news. Example: pipeline.

Predicting the future.

A Facebook user reaching 7 friends within 10 days of signing up (Chamath Palihapitiya)

If someone comes back to Zynga a day after signing up for a game, they’ll probably become an engaged, paying user (Nabeel Hyatt)

A Dropbox user who puts at least one file in one folder on one device (ChenLi Wang)

Twitter user following a certain number of people, and a certain percentage of those people following the user back (Josh Elman)

A LinkedIn user getting to X connections in Y days (Elliot Schmukler)

Some examples

(From the 2012 Growth Hacking conference. http://growthhackersconference.com/)

http://growthhackersconference.com/

Which means it’s time to talk about correlation.

1

10

100

1000

10000

Ice cream consumption DrowningsJan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec

Correlated

Two variables that are related (but may be dependent on something else.)

Ice cream & drowning.

Causal

An independent variable that directly impacts a dependent one.

Summertime & drowning.

A leading, causal metric is a superpower.

h"p://www.flickr.com/photos/bloke_with_camera/401812833/sizes/o/in/photostream/

http://www.flickr.com/photos/bloke_with_camera/401812833/sizes/o/in/photostream/

Why is Nigerian spam so badly written?

Aunshul Rege of Rutgers University, USA in 2009

Experienced scammers expect a “strike rate” of 1 or 2 replies per 1,000 messages emailed; they expect to land 2 or 3 “Mugu” (fools) each week. One scammer boasted “When you get a reply it’s 70% sure you’ll get the money” “By sending an email that repels all but the most gullible,” says [Microsoft Researcher Corman] Herley, “the scammer gets the most promising marks to self-select, and tilts the true to false positive ratio in his favor.”

1000 emails

1-2 responses

1 fool and their money, parted.

Bad language (0.1% conversion)

Gullible (70% conversion)

1000 emails

100 responses

1 fool and their money, parted.

Good language (10% conversion)

Not-gullible (.07% conversion)

This would be horribly inefficient since

humans are involved.

Turns out the word “Nigeria” is the best way to identify promising prospects.

Nigerian spammers really understand their target market.

They see past vanity metrics.

The Lean Analytics framework.

Sustainable growth comes through the actions of your customers.

- Eric Ries

Eric’s three engines of growth

Virality

Make people invite friends.

How many they tell, how fast they

tell them.

Price

Spend money to get customers.

Customers are worth more than

they cost.

Stickiness

Keep people coming back.

Approach

Get customers faster than you

lose them.

Math that matters

Dave’s Pirate MetricsAARRR

AcquisitionHow do your users become aware of you?

SEO, SEM, widgets, email, PR, campaigns, blogs ...

ActivationDo drive-by visitors subscribe, use, etc?

Features, design, tone, compensation, affirmation ...

RetentionDoes a one-time user become engaged?

Notifications, alerts, reminders, emails, updates...

RevenueDo you make money from user activity?

Transactions, clicks, subscriptions, DLC, analytics...

ReferralDo users promote your product?

Email, widgets, campaigns, likes, RTs, affiliates...

Stage

EMPATHY I’ve found a real, poorly-met need that a reachable market faces.

STICKINESS I’ve figured out how to solve the problem in a way they will keep using and pay for.

VIRALITY I’ve found ways to get them to tell their friends, either intrinsically or through incentives.

REVENUE The users and features fuel growth organically and artificially.

SCALE I’ve found a sustainable, scalable business with the right margins in a healthy ecosystem.

GateTh

e fiv

e st

ages

Empathy stage: Localmind hacks Twitter

Needed to find out if a core assumption—strangers answering questions—was valid. Ran Twitter experiment instead of writing code Asked senders of geolocated Tweets from Times Square random questions; counted response rate Conclusion: high enough to proceed

LikeBright’s mechanical turkUsed Mechanical Turk, Google Voice to speak w/100 single women; paid $2. The interviews lasted typically around 10-15 minutes. Simple interview script with open-ended questions, since he was digging into the problem validation stage of his startup. Founder Nick Soman: “I was amazed at the feedback I got. We were able to speak with one hundred single women that met our criteria in four hours on one evening.”

Went back to TechStars and got accepted. LikeBright’s website is now live with a 50% female user base, and recently raised a round of funding. “Since that first foray into interviewing customers, I’ve probably spoken with over a thousand people through Mechanical Turk,”

How to avoid leading the witnessAvoid biased wording, preconceptions, or a giveaway appearance. Word your surveys carefully to be neutral.

Get them to purchase. Ask them to pay. Demand real

Ask “why” several times. Leave lingering, uncomfortable pauses

Don’t tip your hand

Make the question real

Keep digging

Look for other clues Have a colleague make notes of when they react, or of their body

Stickiness stage: qidiq streamlines invites

Survey owner adds recipient to groupSurvey owner asks question

Recipient reads survey questionRecipient responds to questionRecipient sees survey results

(Later, if needed…)Recipient visits site; no password!Recipient does password recovery

One-time link sent to emailRecipient creates password

Recipient can edit profile, etc.

Survey owner adds recipient to group

Survey owner asks question

Recipient gets invite

Recipient reads survey question

Recipient responds to question

Recipient installs mobile app

Recipient creates account, profile

Recipient sees survey results

Recipient can edit profile, etc.

10-2

5% R

ESPO

NSE R

ATE

70-9

0% R

ESPO

NSE R

ATE

1200

1000

800

600

400

200

01 2 3 4 5 6 7 8 9

Days since last engagement

January February

Disengaged(>10 days)

25000

20000

15000

10000

5000

0

Num

ber o

f use

rsA better approach to engagement

This is agood thing.

Who is worth more?

Today

A Lifetime:$200

Roberto Medri, Etsy

B Lifetime:$200

Visits

Virality stage: Timehop focuses on content sharing

Focused on percent of daily active users that share their content Aiming for 20-30% of DAU sharing

“All that matters now is virality. Everything else—be it press, publicity stunts or something else—is like pushing a rock up a mountain: it will never scale. But being viral will.”

- Jonathan Wegener, co-founder

------------------------------------------------------Get your free private email at http://www.hotmail.com ------------------------------------------------------

http://www.hotmail.com/

v ≠ 1, pt = δp0 (1 – vt+1) / (1 – v) + p0

http://robert.zubek.net/blog/2008/01/30/viral-coefficient-calculation/

Viral coefficient

http://robert.zubek.net/blog/2008/01/30/viral-coefficient-calculation/

Or simpler

Users Viralcoefficient

Churn &abandonment

x - > 1

Revenue stage: Backupify’s Customer Acquisition Payback

Initially focused on site visitors Then focused on trials Then switched to signups Today, MRR In early 2010, CAC was $243 and ARPU was only $39

Pivoted to target business users CLV-to-CAC today is 5-6x

Now they track Customer Acquisition Payback Target is less than 12 months

Scale stage: Incremental order cost

Fixed costs

Marginal costs

Six business model archetypes.

E-commerce SaaS MediaMobileapp

User-gencontent

2-sidedmarket

The business you’re in

(Which means eye charts like these.)

Customer Acquisition Cost

paid direct search wom inherent virality

VISITOR

Freemium/trial offer

Enrollment

User

Disengaged User

Cancel

Freemium churn

Engaged User

Free user disengagement

Reactivate

Cancel

Trial abandonment rate

Invite Others

Paying Customer

Reactivationrate

Paid conversion

FORMER USERS

User Lifetime Value

Reactivate

FORMER CUSTOMERS

Customer Lifetime Value

Viral coefficientViral rate

Resolution

Support data

Account Cancelled Billing Info Exp.

Paid Churn Rate

Tiering

Capacity Limit

Upselling rate Upselling

Disengaged DissatisfiedTrial Over

AcquisitionCustomer Acquisition Cost


VISITOR


Enrollment

User

Disengaged User

Cancel

Freemium churn

Engaged User


Reactivate

Cancel


Invite Others

Paying Customer

Reactivationrate

Paid conversion

FORMER USERS

User Lifetime Value

Reactivate

FORMER CUSTOMERS



Resolution

Support data


Paid Churn Rate

Tiering

Capacity Limit



ActivationCustomer Acquisition Cost


VISITOR


Enrollment

User

Disengaged User

Cancel

Freemium churn

Engaged User


Reactivate

Cancel


Invite Others

Paying Customer

Reactivationrate

Paid conversion

FORMER USERS

User Lifetime Value

Reactivate

FORMER CUSTOMERS



Resolution

Support data


Paid Churn Rate

Tiering

Capacity Limit



RetentionCustomer Acquisition Cost


VISITOR


Enrollment

User

Disengaged User

Cancel

Freemium churn

Engaged User


Reactivate

Cancel


Invite Others

Paying Customer

Reactivationrate

Paid conversion

FORMER USERS

User Lifetime Value

Reactivate

FORMER CUSTOMERS



Resolution

Support data


Paid Churn Rate

Tiering

Capacity Limit



RevenueCustomer Acquisition Cost


VISITOR


Enrollment

User

Disengaged User

Cancel

Freemium churn

Engaged User


Reactivate

Cancel


Invite Others

Paying Customer

Reactivationrate

Paid conversion

FORMER USERS

User Lifetime Value

Reactivate

FORMER CUSTOMERS



Resolution

Support data


Paid Churn Rate

Tiering

Capacity Limit



Model + Stage = One Metric That Matters.

One Metric That Matters.

The business you’re in

E-Com SaaS Mobile 2-Sided Media UCGEmpathy

Stickiness

Virality

Revenue

ScaleThe

stag

e yo

u’re

at

Really? Just one?

Yes, one.

In a startup, focus is hard to achieve.

Having only one metric addresses this problem.

www.theeastsiderla.com

http://www.theeastsiderla.com/2011/02/silver-lake-sidewalk-pile-up/

Moz cuts down on metricsSaaS-based SEO toolkit in the scale stage. Focused on net adds.

Was a marketing campaign successful? Were customer complaints lowered? Was a product upgrade valuable?

Net adds up:

Can we acquire more valuable customers? What product features can increase engagement? Can we improve customer support?

Net adds flat:

Are the new customers not the right segment? Did a marketing campaign fail? Did a product upgrade fail somehow? Is customer support falling apart?

Net adds down:

Metrics are like squeeze toys.

http://www.flickr.com/photos/connortarter/4791605202/

http://www.flickr.com/photos/connortarter/4791605202/

Empathy

Stickiness

Virality

Revenue

Scale

E-commerce SaaS MediaMobile

appUser-gencontent

2-sidedmarket

Interviews; qualitative results; quantitative scoring; surveys

Loyalty, conversion

CAC, shares, reactivation

Transaction, CLV

Affiliates, white-label

Engagement, churn

Inherent virality, CAC

Upselling, CAC, CLV

API, magic #, mktplace

Content, spam

Invites, sharing

Ads, donations

Analytics, user data

Inventory, listings

SEM, sharing

Transactions, commission

Other verticals

(Money from transactions)

Downloads, churn, virality

WoM, app ratings, CAC

CLV, ARPDAU

Spinoffs, publishers

(Money from active users)

Traffic, visits, returns

Content virality, SEM

CPE, affiliate %, eyeballs

Syndication, licenses

(Money from ad clicks)

Better: bit.ly/BigLeanTable

Drawing some lines in the sand.

A company loses a quarter of its customers every year.

Is this good or bad?

Baseline: 2-5% monthly churn• The best SaaS get 1.5% - 3% a month. They have multiple Ph.D’s

on the job.• Get below a 5% monthly churn rate before you know you’ve got a

business that’s ready to grow (Mark MacLeod) and around 2% before you really step on the gas (David Skok)

• Last-ditch appeals and reactivation can have a big impact. Facebook’s “don’t leave” reduces attrition by 7%.

Not knowing what normal is makes you do unwise things.

Baseline: 5-7% growth a week

“A good growth rate during YC is 5-7% a week,” he says. “If you can hit 10% a week you're doing exceptionally well. If you can only manage 1%, it's a sign you haven't yet figured out what you're doing.” At revenue stage, measure growth in revenue. Before that, measure growth in active users.

Paul Graham, Y Combinator

• Are there enough people who really care enough to sustain a 5% growth rate?

• Don’t strive for a 5% growth at the expense of really understanding your customers and building a meaningful solution

• Once you’re a pre-revenue startup at or near product/market fit, you should have 5% growth of active users each week

• Once you’re generating revenues, they should grow at 5% a week

Baseline: 10% visitor engagement/day

Fred Wilson’s social ratios

30% of users/month use web or mobile app

10% of users/day use web or mobile app

1% of users/day use it concurrently

Baseline: Calculating customer lifetime

25%monthly churn

100/25=4The average

customer lasts 4 months

5%monthly churn

100/5=20The average


2%monthly churn

100/2=50The average


Baseline: CAC under 1/3 of CLV• CLV is wrong. CAC Is probably wrong, too.• Time kills all plans: It’ll take a long time to find

out whether your churn and revenue projections are right

• Cashflow: You’re basically “loaning” the customer money between acquisition and CLV.

• It keeps you honest: Limiting yourself to a CAC of only a third of your CLV will forces you to verify costs sooner.

Lifetime of 20 mo.$30/mo. per

customer$600 CLV

$200 CACNow segment those users!

1/3 spend

Etsy

• Online store for creative types, founded 2005 • $525M Gross Merchandise Sales in 2011, with

19,000,000 members and 800,000 active shops offering 15,000,000 items for sale

• 1.4B pageviews per month ~2M iPhone app downloads

• Thin revenues: Etsy makes only $0.20 or 3.5% margin

• Heavy focus on Customer Lifetime Value (buyer and seller) • Actually residual lifetime value; they take this

pretty seriously.

Etsy

• The best customers to target are • Recent high-profile customers • Old-time best customers about to

churn or just churned • Tiered campaigns

• Bronze/silver customers: reinforcement, nudges

• Gold customers: premium services • Platinum customers: recognition

• What they watch: • Growth of individual product categories • Time to first sale by a user • Average order value • Percentage of visits that convert to a

sale • Percentage of return buyers • Distinct sellers within a product

category • Time-to-first-sale and average order

value by product category

Roberto Medri, Etsy

The Lean Analytics cycle

Draw a new linePivot orgive up

Try again

Success!

Did we move the needle?

Measure the results

Make changes in production

Design a test

Hypothesis

With data:find a

commonality

Without data: make a good

guess

Find a potential improvement

Draw a linePick a KPI

Do AirBnB hosts get more business if their property is professionally photographed?

Gut instinct (hypothesis)Professional photography helps AirBnB’s business

Candidate solution (MVP)20 field photographers posing as employees

Measure the resultsCompare photographed listings to a control group

Make a decision Launch photography as a new feature for all hosts

5,000 shoots per month by February 2012

Hang on a second.

Gut instinct (hypothesis)Professional photography helps AirBnB’s business

REALLY?

Draw a new linePivot orgive up

Try again

Success!

Did we move the needle?

Measure the results

Make changes in production

Design a test

Hypothesis

With data:find a

commonality

Without data: make a good

guess

Find a potential improvement

Draw a linePick a KPI

“Gee, those houses that do well look really

nice.”

Maybe it’s the camera.

“Computer: What do all the

highly rented houses have in

common?”

Camera model.

With data:find a commonality

Without data: make a good guess

Circle of Moms: Not enough engagement• Too few people were

actually using the product

• Less than 20% of any circles had any activity after their initial creation

• A few million monthly uniques from 10M registered users, but no sustained traction

• They found moms were far more engaged • Their messages to one another were on average 50% longer • They were 115% more likely to attach a picture to a post they wrote • They were 110% more likely to engage in a threaded (i.e. deep)

conversation • Circle owners’ friends were 50% more likely to engage with the circle • They were 75% more likely to click on Facebook notifications • They were 180% more likely to click on Facebook news feed items • They were 60% more likely to accept invitations to the app

• Pivoted to the new market, including a name change • By late 2009, 4.5M users and strong engagement • Sold to Sugar, inc. in early 2012

Landing page design A/B testing

Cohort analysis General analytics

URL shortening

Funnel analytics

Influencer Marketing

Publisher analytics

SaaS analytics

Gaming analytics

User interaction Customer satisfaction KPI dashboardsUser segmentation

User analytics Spying on users

Growth hacking

(is a word you should hate but will hear a lot about.)

Growth hacking, demystified.

Find correlation

Test causality

Optimize the causal factor

Pick a metric to change

Is social action a leading indicator of donation?

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Guerrillamarketing

Data-drivenlearning

Subversiveness

GROWTHHACKING

AirBnB and Craigslist

Take baby steps.

Netflix

Tesla

http://www.hdwallpapersinn.com/wp-content/uploads/2012/12/600-tesla.jpg

http://www.hdwallpapersinn.com/wp-content/uploads/2012/12/600-tesla.jpg

Twitter’s 140-character limit isn’t arbitrary. It’s

constrained by the size

http://i.i.cbsi.com/cnwk.1d/i/tim/2011/11/18/sms_screen_twitter_activity_stream_270x405.png

http://i.i.cbsi.com/cnwk.1d/i/tim/2011/11/18/sms_screen_twitter_activity_stream_270x405.png

http://www.flickr.com/photos/bootbearwdc/1243690099/

Think subversively.

http://www.flickr.com/photos/bootbearwdc/1243690099/

To summarize:

1. Define your business model

2. Draw a system diagram

3. Decide what stage you’re at

4. Identify the One Metric That Matters (usually the one that is most broken)

5. Use the cycle to experiment until you’ve achieved

the desired result.

6. Set up monitoring for this metric in case it breaks, and choose a new

OMTM

Conclusions

“The most important figures that one needs for management are unknown or unknowable, but successful management must nevertheless take account of them.”

Lloyd S. Nelson

Pic by Twodolla on Flickr. http://www.flickr.com/photos/twodolla/3168857844

http://www.flickr.com/photos/twodolla/3168857844

ARCHIMEDES HAD TAKEN

BATHS BEFORE.

Once, a leader convinced others in the absence of data.

Now, a leader knows what questions to ask.

Alistair Croll [email protected] @acroll

Ben Yoskovitz [email protected] @byosko

mailto:[email protected]

mailto:[email protected]

The mobile app !customer lifecycle!

Ratings Reviews

Search

Leaderboards

Purchases

Downloads

Installs

Play

Disengagement

Reactivation

Uninstallation

Disengagement

Account"creation

Virality

Downloads,"Gross revenue

ARPU

App sales

Activation

Churn, CLV

In-app"purchases

App

stor

e!

Incentivized

Legitimate

Fraudulent

Ratings!

Building message maps

Build a message map.1. Understand the stages a buyer goes through 2. Create benefits; mitigate objections 3. Target the message to the stage the audience is at

I need a carA.

I should buya carB.

It should bea hybridC.

I should buya Honda CivicD.

Everyone in the world

People who want to drive

Prospective car buyers

People looking for a hybrid

Honda Civic Hybrid owners

I need a carA.

I should buya carB.




“Isn’t it time you got out of the city?” campaign showing how cars make nature accessible & ridiculing

urban hipsters.

Ads showing how cars are needed any time (pregnancy, errands, urgent

business) and how a car is a “personal assistant.”

Urgency (“every time you drive a non-hybrid car you kill the planet a little”) and testimonials from buyers

who’ve saved money.

Honda branding ads and model-specific promotions.

Follow-up satisfaction campaign to encourage buyers to tell their friends

People who want to drive “I need a vehicle to get around, be productive, and enjoy my life.”

Prospective car buyers “I want to own a car because it’s convenient; it’s a personal relationship; I don’t trust others.”

People looking for a hybrid “I want to save money and fuel. I also care about the environment and want to be seen as ‘green’.”


I need a carA.

I should buya carB.








Those who don’t need cars • I’m too young to drive • I’m too old to drive • I can walk or take public

transit

Car users who won’t buy • It’s too expensive for me • I will use a shared car service • It’ll get stolen

Those who won’t buy hybrids • Hybrids are gutless • Batteries are toxic & explosive • In the end it costs more than

it saves

I will buy another brand • I buy domestic • I’ve always driven a VW • Toyotas are reliable • I want something prestigious

I need a carA.

I should buya carB.









transit



it saves


Sponsor a driving school

“Give the gift of driving” campaign for grandparents.

Financing, cashback

Sell to carshares; underscore their limitations

PR on dangers of commuting, pedestrian deaths

Theft warranty, tracking services, high-end locks

Independent tests, standard metrics (0-60 in X)

Lab research, studies

ROI calculator; replacement programs

Prove Honda hires US workers

“Time to leave Germany” ads

Spontaneous accel. stories

Premium brand (Acura)

I need a carA.

I should buya carB.




“Isn’t it time you got out of the city?” campaign showing how cars make nature accessible & ridiculing

urban hipsters.

Ads showing how cars are needed any time (pregnancy, errands, urgent

business) and how a car is a “personal assistant.”

Urgency (“every time you drive a non-hybrid car you kill the planet a little”) and testimonials from buyers

who’ve saved money.

Honda branding ads and model-specific promotions.

Follow-up satisfaction campaign to encourage buyers to tell their friends






transit



it saves


Sponsor a driving school

“Give the gift of driving” campaign for grandparents.

Financing, cashback

Sell to carshares; underscore their limitations

PR on dangers of commuting, pedestrian deaths

Theft warranty, tracking services, high-end locks

Independent tests, standard metrics (0-60 in X)

Lab research, studies

ROI calculator; replacement programs

Prove Honda hires US workers

“Time to leave Germany” ads

Spontaneous accel. stories

Premium brand (Acura)

I need a carA.

I should buya carB.




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