Total: 6 Sections
Here is the presentation to go along with the video.Overview: Talk about -
|
The first basic rule of a Lean Startup is
Don't make what you can sell, make what you can sell. Silicon Valley - they hate building something that nobody wants...waste of your time and energy. The core of the Lean Startup process is
We all delude ourselves into thinking our idea is awesome. Things fall apart in the measure part because
No measure means you didn't learn anything...no data, no learning, no next product. Most successful products started of building something else. Products have no idea what they are going to be, and Analytics is going to help you figure that out. Analytics - is the measurement of movement towards your business goalsIn a startup the reason you use analytics, is to find the product market fit. Analytics is about tracking the right metrics. A good metric has 4 fundamental attributes.
Lots of people create numbers because it makes them feel like they are doing something. eg: If its goes over 5%, we are going to do this. E-Commerce example - Super important, almost nobody measures it. Measure the number of customers who come back and purchase from you a second time in 90 days. (very simple to measure) Say <15% buy from you a 2nd time in 90 days ----> It means, you are an acquisition focused e-commerce provider (not keeping them around - ok if you are selling wedding rings) Say >30% buy from you a 2nd time in 90 days → Maybe you are a pizza business, you are in loyalty business. One individual pizza is not that important, so you can offer free if you screw up. Qualitative Vs Quantitative Metric Exploratory Vs Reporting Metric Cohorts & Segments People don't realize how important Cohort analysis is because if you use averages, you are dragging down your numbers with past group who experienced an inferior product compared to your latest and greatest. |
Start @ 15min Eric Ries - The Lean Startup
If a company is growing based on your actions, that's not sustainable. The three engines of growth!
Dave McClure - Accelerator 500 Startups... Super Angel Investor. Pirate Metrics (AARRR) - Customer Life Cycle
Growth Hacking - How do I increase ALL of these things.
|
Start @24min The metrics you are going look at depend on the STAGE you are at and the BUSINESS (ecom, SaaS, marketplace etc) Acquisition Cost > visitors > freemium > enroll > User Disengaged user > signed up and never use it > try to reactivate the disengaged users > churn > former users > Trial is over / not freemium Engaged > trial > paying customers > capacity limit (upselling) > disengaged / dissatisfied > all things must end = former customers All the 5 pieces are in their > AARRR (Acquisition, Activation, Retention, Revenue, Referral) Each of these have a Metric...
You need to have these for your business model - > If you have business model, this is a spreadsheet turned into a picture. Eg: like a user story! We assume we will have 50 customers a day, and off those 10 will become users, of those we'll have 3 will become customers . If you don't have these - you don't have a business - it's a hobby.Usually, business are not tracking the proper metrics, so you need to fix that fist. The process
|
By having these diagrams you know what business you are in, and what stage you are at. Based on that you can focus on the ONE METRIC for that specific model & stage. In a Startup - Focus is really hard to achieve, its your biggest problem.http://bit.ly/BigLeanTable - PDF with explanation Must have metrics If you are not growing your customer or your revenue by 5% a week you should not be a startup!In the early stages of growth, if you cant find 5-7% of growth a week - you need to have a long hard conversation with your founders. Knowing the normal is important, your 3% doesn't mean anything. Baseline: 30% users/month use web or mobile app 2-5% churn is pretty good ( the best SaaS companies get 1.5 - 3% a month) Calculating Customer Life Time If you know 25% of your customers leave every month, then average Lifetime of a customer is four months. 25% churn = 100/25 = 4 months Figuring out what the acquisition cost should be? Rule of thumb - Don't spend more than 1/3 of your customer LV on your customer acquisition cost. Eg:
|
You've done your diagram, you have picked your KPI - Draw a line in the Sand...don't do anything else till this KPI reaches its goal. Draw a new line - Only allowed if the CUSTOMER gave you permission. You need data to come up with some hypothesis.... Here are some SaaS analytics solutions https://www.parsely.com/ focuses on publishing
|
Finding something that the customer actually wants.