7. @agatestudio
Lean Analytics Stages
Empathy
• I’ve found a real, poorly-met need a reachable market faces
Stickiness
• I’ve figured out how to solve the problem in a way they will adpot
and pay for
Virality
• I’ve built the righ product/features/functionality that keeps users
around
Revenue
• The users and features fuel growth organically and artificially
Scale
• I’ve found a sustainable, scalable business with right margin in a
healthy ecosystem
8. @agatestudio
Empathy Stage: Localmind hacks Twitter
• Needed to find out if a core assumption-strangers
answering questions – was valid
• Ran Twitter Exeriment instead of writing code
• Asked senders of geolocated Tweets from Times
Square random questions; counted response rate
• Conclusion: high enough to proceed
9. @agatestudio
Stickiness: qidiq streamlines invites
Survey owner adds recipient to group
Survey owner asks questions
Recipient gets invite
Recipient installs mobile app
Recipient creates account
Recipient reads survey question
Recipient responds to question
Recipient sees survey results
Survey owner adds recipient to group
Survey owner asks questions
Recipient gets invite
Recipient installs mobile app
Recipient creates account
Recipient reads survey question
Recipient responds to question
Recipient sees survey results
10-25%ResponseRate
70-80%ResponseRate
11. @agatestudio
Virality Stage
Users Viral Coefficient
Churn &
abandonment
x - > 1
• How to calculate viral coefficient:
• 2000 users sent 5000 invitation
• Your invitation rate = 2,5
• Every ten invitations get 1 sign ups
• Your acceptance rate = 0,1
• Multiply the two,you have viral coefficient 0,25
• Every customer you add will add an addition 25% of
customer
12. @agatestudio
Revenue Stage: Backupify’s Customer
Acquisition Payback
• Initially focused on site visitors
• Then focused on trials
• Then switched to signus
• Early 2010, CAC was $243 and ARPU was only $ 39
– Pivoted target business users
– CLV-to-CAC today is 5-6x
• Metrics: Customer Acquisition Payback
– Target is less than 12 months
17. @agatestudio
Moz cuts down on metrics
• SaaS-based SEO toolkit in the scale stage, Focus on net adds
– Net adds up:
– Net adds flat:
– Net adds down:
Was a marketing campaign successful?
Were customer complaints lowered?
Was a product upgrade valuable?
Can we acquire more valuable customers?
What product features can increase engagement?
Can we improve customer support?
Are the new customers not in the right segment?
Did a marketing campaign fail?
Did a product upgrade fail somehow?
Is customer support failing apart?
