Startup Metrics 4 Pirates (Seoul)

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<ul><li><p> Startup Metrics 4 Pirates</p><p>Seoul, KoreaOct 2012 - #AARRR</p><p>Dave McClure @DaveMcClure http://500hats.typepad.com!</p><p>**</p></li><li><p>WARNING: </p></li><li><p>WARNING!!! this deck is guaranteed to offend, provide tragically incorrect advice, and perhaps get you arrested.Deal with it.</p></li><li><p>Dave McClureDeveloper, Entrepreneur, Marketer, Investor, GEEK!00s &amp; 10s:Investor: Founders Fund, Facebook fbFund, 500 StartupsCompanies:, SlideShare, Twilio, WildFire, SendGridMarketing: PayPal, Simply Hired,, OReilly MediaSpeaker: Lean Startup, Web 2.0, Stanford/Facebook</p><p>80s &amp; 90s:Entrepreneur: Founder/CEO Aslan Computing (acqd)Developer: Windows / SQL DB consultant (Intel, MSFT)Engineer: Johns Hopkins88, BS Eng / Applied Math</p></li><li><p>500 StartupsSeed Fund &amp; Accelerator(350+ companies, 20+ countries)</p><p>*</p></li><li><p>[ This Talk ]</p></li><li><p>TopicsBasic Concepts of Startup Metrics 4 Pirates3 Steps to AARRR: Product, Market, RevenueConstructing MVP: Just ONE Feature?Design (UX) &amp; Distribution (MKTG)Winning: Market, Revenue, Profit?</p></li><li><p>Key ConceptsMVP = F(Customer, Problem, Time or $$$)PMF = F(Customer, Solution, Alternatives)AUX = F(Customer, Design/UX, Metrics)ACQ = F(Customer, Campaign, Vol, Cost, Conv)WIN! = F(Customer, Usage, Dist, Revenue)</p></li><li><p>Platforms 2.0Search, Social, Mobile</p></li><li><p>Whats a Platform?Successful Platforms have 3 Things:1) Features2) Users3) Money</p><p>*</p></li><li><p>Distribution PlatformsCustomer Reach: 100M+ </p><p>Search: Google (SEO/SEM)</p><p>Social: Facebook, Twitter, Zynga, LinkedIn</p><p>Mobile: Apple (iPhone, iPad), Android</p><p>Media: YouTube (Video), Blogs, Photos</p><p>Comm: Email, Chat, SMS, Voice</p></li><li><p>DO Marketing! (Its Not Evil)Marketing is Both Qualitative + QuantitativeQualitative: Create Emotion, Drive ActionQuantitative: Measure Results of ActionDesign (UX) &amp; Distribution (MKTG) MatterVolume (#), Cost ($), Conversion (%)</p></li><li><p>[ Interesting Shit. ]</p></li><li><p>Read Geoffrey MillerSex + Evolution + Consumer Mktg = Awesome Sauce</p></li><li><p>More Great Shit.Psychology + Comics</p></li><li><p>[The Lean Startup][Startup Metrics 4 Pirates]</p></li><li><p>Just Gimme the GOOD Metrics.Users, Pages, Clicks, Emails, $$$...?Q: Which of these is best? How do you know?1,000,000 one-time, unregistered unique visitors500,000 visitors who view 2+ pages / stay 10+ sec200,000 visitors who clicked on a link or button20,000 registered users w/ email address2,000 passionate fans who refer 5+ users / mo.1,000 monthly subscribers @ $5/mo</p><p>I know, too many bullets *</p></li><li><p>The Lean StartupTalk to Customers; Discover ProblemsProgress Features (Less = More)Fast, Frequent Iteration (+ Feedback Loop)Measure Conversion; Compare 2+ OptionsFocus on Product/Market Fit (dont launch b4)Keep it Simple &amp; Actionable</p></li><li><p>Discover Customers(Steve Blank,</p></li><li><p>LEARNBUILDMEASUREIDEASCODEDATAIterate, Dammit.(Eric Ries,</p><p>*</p></li><li><p>Product/Market Fit b4 Launch(Sean Ellis,</p><p></p><p>*</p></li><li><p>AARRR!: Startup Metrics Model</p><p></p><p>**</p></li><li><p>Startup Metrics for PiratesAcquisition: users come to site from various channelsActivation: users enjoy 1st visit: "happy experienceRetention: users come back, visit site multiple timesReferral: users like product enough to refer othersRevenue: users conduct some monetization behavior</p><p>(note: If youre in a hurry, Google Startup Metrics &amp; watch 5m video)</p><p>**</p></li><li><p>One Step at a Time.Make a Good Product: Activation &amp; RetentionMarket the Product: Acquisition &amp; ReferralMake Money: Revenue &amp; ProfitabilityYou probably cant save your Ass and your Face at the same time so choose carefully. DMC</p><p>*</p></li><li><p>Startup ChallengesStartups have problems in 3 key areas:</p><p>Management: Set Priorities, Define Key Metrics</p><p>Product: Build Right Features. Measure, Iterate.</p><p>Marketing: Distribution, Distribution, Distribution.</p><p> (Search, Social, Mobile)</p></li><li><p>Key ConceptsMVP = F(Customer, Problem, Time or $$$)PMF = F(Customer, Solution, Alternatives)AUX = F(Customer, Design/UX, Metrics)ACQ = F(Customer, Campaign, Vol, Cost, Conv)WIN! = F(Customer, Usage, Dist, Revenue)</p></li><li><p>[ Constructing MVP ]</p></li><li><p>Role: Founder / CEOQ: Which Customers? Problems? Metrics? Why?A: Focus on Critical Few Actionable Metrics(if you dont use the metric to make a decision, its not actionable)</p><p>Hypothesize Customer LifecycleTarget ~3-5 Conversion Events (tip: Less = More)Test, Measure, Iterate to Improve</p><p>**</p></li><li><p>Optimize 4 Happiness (both User + Business)Define States of User + Business ValuePrioritize (Estimate) Relative Value of Each StateMove Users: Lower Value -&gt; Higher ValueOptimize for User Happiness + Business $$$Achieve High Cust Value + Low ACQ$ @ Scale</p><p>$$$</p></li><li><p>What is Minimum Viable Product?MVP = F(Customer, Problem, Time or $$$)</p><p>Focus on CUSTOMERQualitative Discovery, Quantitative Validation</p><p>Get to know habits, problems, desires (FUN MATTERS)what causes pain? what causes pleasure? </p><p>Define 1-5 TESTABLE Conversion Metrics of ValueAttention/Usage (session time, clicks)Customer Data (email, connect, profile)</p><p>Revenue (direct or indirect)Retention (visits over time, cohort behavior)Referral (users evangelize to other users)</p><p>Note: Paid Solutions drive FOCUS (&amp; pay rent)</p></li><li><p>Example Conversion Metrics(note: *not* actuals your mileage may vary)</p><p>StageConversion StatusConv. %Est. Value(*not* cost)AcquisitionVisitors -&gt; Site/Widget/Landing Page(2+ pages, 10+ sec, 1+ clicks = dont abandon)60%$.05ActivationHappy 1st Visit; Usage/Signup(clicks/time/pages, email/profile reg, feature usage)15%$.25RetentionUsers Come Back; Multiple Visits(1-3x visits/mo; email/feed open rate / CTR)5%$1ReferralUsers Refer Others(cust sat &gt;=8; viral K factor &gt; 1; )1%$5RevenueUsers Pay / Generate $$$(first txn, break-even, target profitability)2%$50</p><p>**</p></li><li><p>KILL A FEATURE.Something Sucks. Find It. KILL It.STOP ADDING FEATURES.Find the ONE THING that users LOVE.How to figure out? TAKE. SHIT. AWAY.When they SCREAM, youve FOUND it.Then Bring it Back Only Better.</p><p>Tip: KILL a Feature Every Week.</p></li><li><p>[ Getting 2 PMF ]</p></li><li><p>Role: Product / Eng / DesignQ: What Features to Build? Why? When are you Done?A: Easy-to-Find, Fun/Useful, Unique Features that Increase Conversion (stop iterating when increase decelerates)</p><p>Wireframes = Conversion StepsMeasure, A/B Test, Iterate FAST (daily/weekly)Optimize for Conversion Improvement80% on existing feature optimization20% on new feature development</p><p>**</p></li><li><p>What is Product/Market Fit?PMF = F(Customer, Solution, Alternatives*)</p><p>Product / Market Fit occurs when:Customers like your stuff better than other optionsNot static, Not optimal just Local Max 4 F(customers, solution, time)make sure youre moving in optimal direction 2 local maxQ: what competitive solutions are available? that your customers know about?how are you diff/same? in ways that people care about? (will pay for)</p><p>KILL a FEATURE regularly (or rotate 1% tests)Q: what is MOST $ cust pay 4 LEAST func MVP relative 2 BEST alt?</p><p>NICHE 2 WIN: RE-define cust + DIFFerentiated features</p></li><li><p>Better or Different. Funny!Shocking !!!AcceptedNot Funny.</p></li><li><p>[ Testing 4 AUX ]</p></li><li><p>Discover MeaningWhy Should Users CARE About Your Product?Kathy Sierra:CreatingPassionateUsers</p><p>*</p></li><li><p>Discover MeaningKeywords, Images, Call-to-ActionTop 10 - 100 wordsYour Brand / ProductsCustomer Needs / BenefitsCompetitors Brand / ProductsSemantic EquivalentsMisspellings</p><p>Relevant imagesPeopleProductsProblemsSolutionsCall-to-ActionWordsImagesContextButton/LinkEmotion</p><p>ResultPositive?Negative?Neutral (= Death)A/B test &amp; Iterate</p><p>*</p></li><li><p>How 2 Tell if Design/UX is Good?</p></li><li><p>[ Metrics 4 ACQ ]</p></li><li><p>Role: Marketing / SalesQ: What channels? Which users? Why?A: High Volume (#), Low Cost ($), High Conv (%)</p><p>Design &amp; Test Multiple Marketing Channels + CampaignsSelect &amp; Focus on Best-Performing Channels &amp; ThemesOptimize for conversion to target CTAs, not just site/landing pageMatch/Drive channel cost to/below revenue potential</p><p>Low-Hanging Fruit: BlogsSEO/SEMLanding PagesAutomated Emails</p><p>**</p></li><li><p>Example Marketing ChannelsPRContestBiz DevDirect MarketingRadio / TV / PrintDedicated SalesTelemarketing</p><p>EmailSEO / SEMBlogs / BloggersViral / ReferralAffiliate / CPAWidgets / AppsLOLCats ;)</p><p>*</p></li><li><p>MAARRRketing PlanMarketing Plan = Target Customer Acquisition Channels3 Important Factors = Volume (#), Cost ($), Conversion (%)Measure conversion to target customer actionsTest audience segments, campaign themes, Call-To-Action (CTAs) </p><p>[Gradually] Match Channel Costs =&gt; Revenue Potential Increase Vol. &amp; Conversion, Decrease Cost, Optimize for Revenue PotentialAvg Txn Value (ATV), Ann Rev Per User (ARPU), Cust Lifetime Value (CLV)Design channels that (eventually) cost </p></li><li><p>[ What is WINNING? ]</p></li><li><p>Choose #WINNING MetricsWIN = F(Customer, Usage, Dist, Revenue)</p><p> after MVP functional use, several options:better Usage Activation &amp; Retention (AUX)more Users -- Distribution / Acquisitionmo' Money --- U Wants 2 Get Paid, Yo.</p><p>understand ACQ$ vs REV$, optimize 4 short-termHigh(er) volume usually a prioritycosts may changeas vol increases</p></li><li><p>[ The Lean Investor ]</p></li><li><p>Startup 2.0: Lean Investor ModelMethod: Invest in startups using incremental investment, iterative development. Start with lots of small experiments, filter out failure, and expand investment upon success.</p><p>Incubator: $0-250K (Product Viability)Seed: $100K-$2M (Expand Distribution)Venture: $1M-$5M (Maximize Revenue)</p></li><li><p>Investment #1: Incubate(Product)Structure1-3 founders$25K-$250K investmentIncubator environment: multiple peers, mentors/advisors</p><p>Build Functional Prototype / Minimum Viable Product (MVP):Concept-&gt;Alpha, ~3-6 monthsDevelop Minimal Critical Feature Set =&gt; Get to It WorksInstrument Basic Dashboard, Conversion MetricsTest Cust. Adoption (10-1000 users) / Cust. Satisfaction (Scale: 1-10)</p><p>Demonstrate Concept, Reduce Product Risk, Test Functional UseDevelop Metrics &amp; Filter for Follow-on Investment</p></li><li><p>Investment #2: Seed(Market)Structure2-5 person team$100K-$2M investmentSyndicate of Angel Investors / Small VC Funds</p><p>Improve Product, Expand Market, Test Revenue:Alpha-&gt;Beta, ~6-12 monthsCustomer Sat 6 =&gt; Get to Doesnt SuckSetup A/B Testing Framework, Optimize ConversionTest Marketing Campaigns, Cust Acqstn Channels </p><p>Prove Solution/Benefit, Assess Market SizeTest Channel Cost, Revenue OpportunityDetermine Org Structure, Key Hires</p></li><li><p>Investment #3: Venture(Revenue)Structure5-10 person team$1M-$5M investmentVC Investors</p><p>Make Money, Get to Sustainability:Beta-&gt;Production, 12-18 monthsCustomer Sat 8 =&gt; It Rocks, Ill Tell My FriendsMktgPlan =&gt; Predictable Channels / Campaigns + BudgetScalability &amp; Infrastructure, Customer Service &amp; OperationsConnect with Distribution Partners</p><p>Prove/Expand Market, Operationalize BusinessFuture Milestones: Profitable/Sustainable, Exit Options</p></li><li><p>NOTE: Dont Pitch Me, Bro. Seriously: Dont. F**king. Pitch Me.(and dont email me either, cuz i wont read it)</p></li><li><p>Links &amp; ResourcesAdditional References: Influence: The Psychology of Persuasion Robert Cialdini (book) The Mating Mind Geoffrey Miller (book) Putting the Fun in Functional Amy Jo Kim (etech 2006 preso) Futuristic Play Andrew Chen (blog) Dont Make Me Think Steve Krug (book) Designing for the Social Web Joshua Porter (book, website) Startup Lessons Learned Eric Ries (blog) Customer Development Methodology Steve Blank (presentation, blog) Sean Ellis (blog) Hiten Shah / Neil Patel (website) How To Pitch a VC Dave McClure (slides, NSFW) Understanding Comics Scott McCloud (book)</p><p>*</p></li><li><p>Appendix</p></li><li><p>Startup MetricsActivation</p></li><li><p></p><p>Activation Criteria: 10-30+ seconds 2-3+ page views 3-5+ clicks 1 key feature usage</p><p>do LOTS of landing page &amp; A/B tests make lots of dumb guesses &amp; iterate FASTActivation</p><p>**</p></li><li><p>ActivationWhat do users do on their first visit?Example Activation GoalsClick on something!Account sign up / EmailsReferrals / Tell a friendWidgets / EmbedsLow Bounce Rate</p><p>Activation TipsLess is moreFocus on user experience / usabilityProvide incentives &amp; call to actionsTest and iterate continuously</p><p>*</p></li><li><p>ActivationWhat do users do on their first visit?Key Metrics to TrackPages per visitTime on siteConversions</p><p>*</p></li><li><p>ActivationToolsCrazy Egg (Visual Click Mapping) Google Website Optimizer (A/B &amp; Multivariate Testing) (B2B Lead Generation Management) </p><p>ResourcesExperimentation and Testing: A Page Design Toolbox: 100 Tips &amp; Tools Landing Page Tutorials &amp; Case Studies 101 Easy Easy to use Google Website Optimizer </p><p>*</p></li><li><p>Startup MetricsRetention</p></li><li><p>Website.comAutomated emails: lifecycle emails @ +3, +7, +30d status / best of weekly/monthly something happened emails</p><p> BUT: make it easy to unsubscribe</p><p>Tip on emails: &gt; 80% or more on SUBJECT LINE &lt; 20% or less on BODY TEXT</p><p>Retention</p><p>**</p></li><li><p>Cohort Analysis:Distrib of Visits over TimeRate of DecayEffective Customer Lifecycle</p><p>Retention MethodsAutomated Emails* Track open rate / CTR / QuantityRSS / News Feeds* Track % viewed / CTR / QuantityWidgets / Embeds* Track impressions / CTR / QuantityRetentionHow do users come back? How often?</p><p>*</p></li><li><p>Example Retention Goals1 - 3+ visits per month20% open rate / 2% CTRHigh deliverability / Low spam ratingLong customer life cycle / Low decayIdentify fanatics and cheerleaders</p><p>Retention TipsEmail is simple and it worksBUT make unsubscribe easy80% subject line / 20% body textACTUALLY 99% subject line / 1% body textFanatics = virality + affiliate channel (bloggers?)RetentionHow do users come back? How often?</p><p>*</p></li><li><p>RetentionHow do users come back? How often?</p><p>Key Metrics to TrackSourceQuantityConversionsVisitor LoyaltySession Length</p><p>*</p></li><li><p>RetentionToolsCampaign Monitor / MailChimp (email newsletter software) / mailchimp.comTriggerMail (site-centric email management)triggermail.netLitmus (email and website design testing - clients / browsers)</p><p>Resources30 free HTML email Practices in Writing Email Subject Viral: Viral Emails of</p><p>*</p></li><li><p>Startup MetricsAcquisition</p></li><li><p></p><p>Marketing Channels: largest-volume (#) lowest-cost ($) best-performing (%) </p><p>Acquisition</p><p>**</p></li><li><p>AcquisitionWhere are users coming from?Acquisition MethodsSEO / SEMBlogsEmailSocial Media &amp; Social NetworksDomains</p><p>*</p></li><li><p>AcquisitionKeyword VocabularyTop 10 - 100 wordsYour Brand / ProductsCustomer Needs / BenefitsCompetitors Brand / ProductsSemantic EquivalentsMisspellings</p><p>Things to analyzeSourcesVolumeCostConversion</p><p>*</p></li><li><p>AcquisitionWhere are users coming from?Key Metrics to TrackQuantity (#)Cost ($)Conversions (%)Example</p><p>*</p></li><li><p>AcquisitionToolsGoogle Analytics (web analytics) Keyword Tool (keyword research tool) Book Tools (SEO related tools)</p><p>ResourcesSEO Book Social Media Manual: Read Before You</p></li></ul>