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©jesperforslund.se
©JesperForslundjesperforslund.se
MetricsFromaproductdevelopmentandbusiness
growthperspec<vePresented@ChalmersVentures,StartupCamp
2016-03-30
Aboutme
CaptainOfOpera<on@SpeedLedgerCaptainofthejury@VentureCup
Mentor@ConnectVästCrossfunc6onalbusinessninjawithametricdrivenapproachtogrowth
About
SaaSgrowthcompanyprovidingthebestaccoun<ngproductbasedonautoma<onandsimplicity
-empoweredwithaccoun<ngsupport! Allatafixedprice:)
Whymetricsareimportant
AskLarrySmarr!
Whyarewehere!
You(thinkyou)have anawesomeproduct.
Youneedcustomers…
…thatlovesyourproduct!(alsoknownforproduct<3marketfit)
Soyoucanmakemoney…
…andpayforthebusiness
opera<on
+ + → >
Howtobuildproducts
BUILD
MEASURELEARN
Whywemeasure
wemeasuretogaininsightssowecanlearn,soinordertomeasureweneedtoknow
whatweexpecttolearn-simplywhichhypothesishavewebuiltupon
andhowcanweconfirmit
2approaches
Talktocustomers
Measureac<vity
NumberofcustomersSome HumongousFocuson
Product/MarketfitYes Keystuff
FocusonScaleSome<mes Yes
KPIsvsMetrics
http://adambriggs.ca/illustration/#/illustration/ice-burg/
KPI
Metrics
Anyexamples?Sure!
Impactofproductchanges
Cohortreport
realexample-fakedata
Impactofproductchanges
CohortreportMeasureconversionover<meforaspecificcohort
GoodfortrackingproductCHANGES
FunnelreportMeasureconversionbetweenmul<plesteps
GoodfortrackingproductFLOWS
Productflow
Canyoufindvaria<onsbetweensegments?!
Dothis:
• Countnumberofnewusersinthisjourney
• Funnelreport:Conversionbetweeneachstep
• Talktodeadusers
• Asksuccessfuluserswhatalmostkilledthem
Customerjourney
?
! :)
Metricsforgrowth
image credit: uberoff202 ff/flickr/cc
Metricsdependingonbusinessmodel
Onerevenueperorder
Recurringrevenueperorder
Exempel:(E-)commerce,consultants,customerprojects.
Exempel:subscrip6on,SaaS.
CustomerGrowthChurn
CACochLTVRevenueGrowth
Exempel:Customerprojectincludingmaintenance.
SalesforecastMarginsondeliveryCustomerloyaltyRevenueGrowth
Keymetricsforstartups
ProductMarketFit
Promisingsaleschannel
CustomerSuccess
Usage/Engagement
Profitableandrepeatablebusiness
model
Scaleit
Growth#customers
ARPU
Churn
NPS
CustomerSuccess
Usage/Engagement
Growth#customers
ARPU
Churn
NPS
CustomerSuccess
Usage/Engagement
CACperchannel
MRR
Payback6me
Thekeyproductques<onHowwouldyoufeelifyoucouldnolongeruse[product]? 1 Verydisappointed 2 Somewhatdisappointed 3 Notdisappointed(itisn’treallythatuseful) 4 N/A–Inolongeruse[product]
Howmanyareverydisappointed?
Above40%→Below40%→
NPSHowlikelyisitthatyouwould
recommend[brand]toafriendorcolleague?Detractors NeutralPromoters
NPScalcula<on:%promoters-%detractors
Above30→GoodBelow30→Bad
Visualise!
Easyandfunwithgeckoboard.com
Keymetricsshouldalwaysbevisiblefortheteamandeveryonemustunderstandthegoalandthecurrentstate.
Onceagain
1. Highvolumeofusersincreasetheneedfor
“measurewithmetrics”.
2. Usecohortreportsandfunnelreports.
3. Trac6onandengagementiskeyforproductusagegrowth.
Finalword….
Growthisaboutlearning sowecanunderstandwhatworksandnot
!
Feedbackisthecoreoflearning!
TalktocustomersANDsetupyourmetrics
hRps://www.flickr.com/photos/derek_b/
Moreaboutmetricsandhowtohackgrowth?
[email protected] jesperforslund.se
hRps://www.flickr.com/photos/tom-margie/3001927566
