lean startup analytics/metrics

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Vanity Dies Hard Back to Basics

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Presented at Lean Startup Circle on 4/15/14 for their back to basics night. The theme for the evening was analytics.

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Page 1: Lean Startup Analytics/Metrics

Vanity Dies Hard Back  to  Basics  

Page 2: Lean Startup Analytics/Metrics

@ElliotSusel  

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Vanity Metrics Actionable Metrics Innovation Accounting Systems

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Vanity Metric Low  correla/on  to  what  makes  your  

business  successful  

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These are important…

But  let’s  not  overstate  their  significance  

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Success Theater Look  at  our  [insert  vanity  metric]!  

Our  business  is  amazing!  

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What then DO we measure?

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Actionable Metric High  correla/on  to  what  makes  your  

business  successful  

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Actionable Metric

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But there’s a problem The  ac/onable  metric  is  a  lie  

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What impacts ride volume?

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•  Outreach  •  Promo/ons  •  Support  •  Technology  

Stuff we control

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•  Weather  •  Seasonality  •  Holidays  •  Events  (Sports,  Religious,  Concerts,  Others…)  •  System  Outages  (Fleet,  Dispatch,  Internal)  

 

Stuff we don’t control

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THIS IS SCARY We  think  we  have  meaningful  data  We  do  not  have  meaningful  data  

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Meaningful Conclusions?

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Innovation Accounting Understand  the  factors  impac/ng  

your  metrics  

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Understanding Ride Volume

•  New  vs  Return  Customers  •  Distribu/on  by  plaMorm  •  Distribu/on  by  fleet/geographic  region  •  Distribu/on  by  day  of  week  and  /me  of  day  

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Why? Validated  learning  is  a  startup’s  

most  valuable  commodity  

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Nice concepts How  do  we  execute?  

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A SYSTEM, YOU SAY?

Losers  have  goals  Winners  create  systems  

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Components of Our System  

•  Every  development  request  has  a  goal  •  Every  goal  has  quan/fica/on  •  Architecture  review  includes  analy/cs  •  Code  review  includes  analy/cs  •  Every  PROD  deployment  requires  hooks  to  monitoring/analy/cs  tools  

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Stuff we’ve learned Or  at  least,  closing  thoughts  

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Culture Matters If  leadership  doesn’t  value  analy/cs,  

no  one  will  value  analy/cs  

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Over-reporting Don’t  do  it  

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Accidental Learning Informa/on  radiators  are  your  friend  

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Create a System A  project  accounts  for  metrics  from  

incep/on  to  delivery  

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Then tune it Because  you’re  never  done  learning  

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Questions? @ElliotSusel