View
3.966
Download
1
Category
Preview:
DESCRIPTION
Citation preview
How to catch the fishAnd learn how to improve your
fishing power
WHY I AM HERETo kick your ass...
WHY I AM HERETime to wake up...
WHAT DO YOU REALLY KNOW ABOUT YOUR REALITY?
THERE IS NO WAY BACK!
WHAT IS THE PROBLEM YOU ARE TRYING TO SOLVE?
WHAT IS YOUR MOST IMPORTANT CUSTOMER SEGMENT?
WHO IS YOUR BEST CUSTOMER?
WHY IS THIS YOUR BEST CUSTOMER?
HOW DO YOU (PLAN TO) MAKE YOUR MONEY?
HAVE YOU COLLABORATED WITH YOUR (POTENTIAL) CUSTOMERS?
WHO TRIED THIS BEFORE?
WHAT IS YOUR MOST USED FEATURE?
THERE IS NO WAY BACK!
YOU’RE DOING TOO MUCH
KILL A FEATUREEVERY WEEK
DON’T HANG ON TO THINGS THAT YOU MIGHT BUILD SOMEDAY
CREATE HYPER FOCUS
TAKE OUT A FEATURE AND MONITOR THE REACTIONS
OPTIMIZE FOR HAPPINESS
Either they love it or hate it, all other reactions means you’re screwed
AARRRDave McClures’
NARRATIVE OF YOUR PROCESS
Create different storylines for different combinations
EXAMPLESLet’s take a look at this meta-framework
#1 DOGGIECOLR
Social Network for Dog LoversMakes money through advertising and affiliate sales of lush dog collars.
Key business driversAdvertising and affiliates need large traffic/page views so growth and retention are key.
VISIT
SIGN-UP
CREATE PROFILE
POST PICTURES COMMENT
SHARE PICTURES
INVITE FRIENDS
BUY COLAR
ACQUISITION
ACQUISITION
ACTIVATION
ACTIVATION
REFERRAL
REVENUE
#2 AGILESAMBA
Project management tool for Agile startupsMakes money through monthly subscriptions. Has a free trial period.
Key business driversConversion to paid users and cancellation rates.
VISIT
SIGN-UP
CREATE PROJECT
UPGRADES PAID
CANCELS ACCOUNT
ACQUISITION
ACQUISITION
ACTIVATION
REVENUE
REVENUE
ACQUISITIONLet’s take a closer look at this meta-framework
ARE YOU FISHING IN THE RIGHT POND?
HOW DO YOU GET NEW CUSTOMERS?
IS YOUR MESSAGE REACHING THE RIGHT PEOPLE?
ARE YOU FOCUSSING ON THE RIGHT PEOPLE?
ACTIVATION
ARE YOU USING THE RIGHT BAIT?
HOW DO YOU LAND POTENTIAL CUSTOMERS?
IS YOUR MESSAGE CLEAR?
ARE YOU HELPING YOUR CUSTOMERS?
RETENTION
DO YOU USE THE RIGHT MATERIAL?
HOW DO YOU MAKE CUSTOMERS STAY?
DO YOU OFFER THE RIGHT EXPERIENCE?
DO YOU OFFER QUALITY?
REFERRAL
HOW DO YOUR FISHES LURE IN MORE FISHES?
HOW IMPORTANT IS WORD OF MOUTH?
HOW EASY IS IT FOR CUSTOMERS TO SHARE THEIR EXPERIENCES?
REVENUE
SELLING YOUR FISH
HOW DO YOU (PLAN TO) MAKE YOUR MONEY?
ARE YOU CATCHING THE RIGHT FISH?
TIME TO START MEASURING AND LEARN
VANITY METRICSMetrics that make you feel good but don’t tell anything…
Google Analytics
TechCrunch
WHAT WOULD INDICATE SUCCES?
150 000 UsersNumerous superior competitors…
WHAT WOULD INDICATE SUCCES?
Let us examine Facebook…
• 75% of the users visit the site 1 or multiple times a day
• 1 month after the launh in a student campus they could acquire 90%
of the student body
Metrics that matter!
• Value Hypothesis How do we add more value to our cusotmers live?
• Growth Hypothesis Through what engine will we acquire new customers?
Metrics that matter!
• Value Hypothesis How do we add more value to our cusotmers live?
• Growth Hypothesis Through what engine will we acquire new customers?
Metrics are…- Actionable- Auditable- Accessible
COHORTFact: New users are more engaged! Group users in month or week.
A-B TESTINGLet different groups of customers validate different new features
RATE OF VALIDATED LEARNING
Experiment, validate learning & change!
VIRAL COEFFICIENTFocus on Acquisition & Referral – Revenu is side effect
Viral Coeff = Invites * Conversion RateExamples: Facebook, Hotmail…
LIFETIME VALUE (LTV)Focus on Activation & Retention – Payment is central
LTV = Cost of Acquiring Customer / Earnings from that customerExamples: Amazon, Match.com…
Recommended Software
• Ubounce• KISS Metrics• Survey.io• Wufoo• LinkShiftr
WE DONT’T KNOW ENOUGH!
WE’RE DOING TO MUCH!
WE CAN USE AARRR TO BUILD THE NARRATIVE OF YOUR STRATEGY!
AcquisitionActivationRetentionReferralRevenue
WE SHOULD FOCUS ON REAL METRICS
Metrics are…- Actionable- Auditable- Accessible
WE SHOULD GO OUT AND COLLABORATE WITH OUR CUSTOMERS!
J
THERE IS NO WAY BACK!
Thank you
Slidedeck by: Erik Talboom – Jurgen De Smet – Maarten Volders
Recommended