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1、Startup Metrics for Pirates: AARRR! Startonomics Beijing Beijing, China - June 2009,Startup Metrics for Pirates,Acquisition: users come to site from various channels Activation: users enjoy 1st visit: “happy” experience Retention: users come back, visit site multiple times Referral: users like produ
2、ct enough to refer others Revenue: users conduct some monetization behavior,AARRR!,(note: If youre in a hurry, Google “Startup Metrics” & watch 5m video),50 Slides + 30 Min = Crap.,The Basics Measure Stuff. Keep It Simple. 5 Steps: Startup Metrics for Pirates (AARRR!) 3 Metrics Frameworks + 3 Roles
3、(CEO, Dev/Product, Marketing) Iterate & Optimize. Feedback Loop. (Loop. Loop.) One Step at a Time. The “Ass vs. Face” Issue.Appendix (we wont have time) Activation Retention Acquisition Referral Revenue,Dave McClure,2001-2009: Startup Investor: 500 Hats LLC, Founders Fund Tech Marketing: PayPal, Sim
4、ply Hired, Mint Advisor, Angel Investor: 20+ Startups Conf. Organizer: Web 2.0, OReilly, Startonomics Stanford Visiting Lecturer: Facebook, Startup Metrics80s & 90s: Entrepreneur: Founder/CEO Aslan Computing (acq.) Developer: Windows Apps / SQL DB Admin User Groups: E-Commerce, Internet, Client-Serv
5、er Engineer: Johns Hopkins 88, BS Eng / Applied Math,Personal Investments (2004-2008),Professional Investments (2009),FF Angel LLC Twilio 1000 Markets UserVoice Bit.ly DailyBurn,Web 2.0: Hell Yes, Good Times.,# Users, Bandwidth = Bigger. Lower Startup Costs = Badder. PPC, E-Com $ Growing = Uncut.Col
6、lect Usage Metrics in Real-Time Decisions Based on Measured User Behavior,The Startup Metrics Religion,Progress Features (Less = More) Focus on User Experience Measure Conversion; Compare 2+ Options Fast, Frequent Iteration (+ Feedback Loop) Keep it Simple & Actionable,Minimize TOTAL time through th
7、e loop,LEARN,BUILD,MEASURE,IDEAS,CODE,DATA,Source: Eric Ries, The Lean Startup,Theres much more,IDEAS,CODE,DATA,BUILD,LEARN,MEASURE,Code Faster,Unit Tests Usability Tests Continuous Integration Incremental Deployment Free & Open-Source Components Cloud Computing Cluster Immune System Just-in-time Sc
8、alability Refactoring Developer Sandbox Minimum Viable Product,Measure Faster,Split Tests Clear Product Owner Continuous Deployment Usability Tests Real-time Monitoring Customer Liaison,Learn Faster,Split Tests Customer Interviews Customer Development Five Whys Root Cause Analysis Customer Advisory
9、Board Falsifiable Hypotheses Product Owner Accountability Customer Archetypes Cross-functional Teams Semi-autonomous Teams Smoke Tests,Funnel Analysis Cohort Analysis Net Promoter Score Search Engine Marketing Real-Time Alerting Predictive Monitoring,Source: Eric Ries, The Lean Startup,Q: Whats My B
10、usiness Model?,Can be one of the following: Get Users (= Acquisition, Referral) Drive Usage (= Activation, Retention) Make Money (= Revenue*) * ideally profitable revenueNote: eventually need to turn Users/Usage - Money,AARRR!: 5-Step Startup Metrics Model,W,Just Gimme the GOOD Metrics. Users, Pages
11、, Clicks, Emails, $.?,Q: Which of these is best? How do you know? 1,000,000 one-time, unregistered unique visitors 500,000 visitors who view 2+ pages / stay 10+ sec 200,000 visitors who clicked on a link or button 20,000 registered users w/ email address 2,000 passionate fans who refer 5+ users / mo
12、. 1,000 monthly subscribers $5/mo,3 Core Models: biz model, conversion dashboard, mktg channels,Define 1-Page Biz Model: customer segments + desired actions / behaviors Identify critical Conversion Events measure Volume (#), Cost ($), Conv (%)Optimize product & marketing using Fast Iteration Cycles
13、& A/B Testing,Role: Founder/CEO,Q: Which Metrics? Why? A: Focus on Critical Few Actionable Metrics (if you dont use the metric to make a decision, its not actionable)Hypothesize Customer Lifecycle Target 3-5 Conversion Events (tip: Less = More) Test, Measure, Iterate to Improve,The 1-Page Business M
14、odel (Users + Conversions + Priorities),Q1: What types of people use your website? Visitor = Average User / Buyer Contributor = Content Contributor / Seller Distributor = Passionate Fan (unpaid) / Affiliate (paid) Q2: What actions could they take to help you or them ?,TeachStreet Metrics v1: Eye Cha
15、rt Madness,TeachStreet 1-Page Business Model: Teachers & Students,TeachStreet: 45-day Claim Rates (Seattle, Portland),Role: Product / Engineering,Q: What Features to Build? Why? When are you “Done”? A: Easy-to-Find, Fun/Useful, Unique Features thatIncrease Conversion (stop iterating when increase de
16、celerates)Wireframes = Conversion Steps Measure, A/B Test, Iterate FAST (daily/weekly) Optimize for Conversion Improvement 80% on existing feature optimization 20% on new feature development,Optimize 4 Happiness (both User + Business),Define States of User + Business Value Prioritize (Estimate) Relative Value of Each State Move Users: Lower Value - Higher Value Optimize for User Happiness / Business $ Achieve Low Cost + High Value Scale,$,
