pirate metrics and growth hacks to improve your profit
Post on 15-Sep-2014
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DESCRIPTION
Discover the pirate metrics framework, the key metrics to track to be profitable and growth hacks from other companies.TRANSCRIPT
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Pirate Metrics & Growth Hacks To Improve Your Profit
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INTRODUCTION Speakers
Anna Ruete Entrepreneurship Program Manager – La Salle Technova Barcelona [email protected]
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INTRODUCTION Speakers
Pol Valls Soler @polvallssoler Key Account Manager at La Salle Technova Creator of: iOS app for discovering people nearby: joinerapp.com Reddit for spanglish geeks: zumogeek.com [email protected] slideshare.net/polvallssoler
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INTRODUCTION Speakers
Juan Pérez Rodríguez Director – La Salle Technova Barcelona 10 years working with entrepreneurs and investors [email protected]
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INTRODUCTION Speakers
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EXERCISE 1 Metrics
Company A It is a social network for runners. They launched the platform in 2011. Closed 2013 with 2 Millions of users and 1.5 Millions of Euros of Net Profit. They expect the following KPI for 2014: Cost marketing: 600.000 € New users: 400.000 # Visits / day: 374.000 Conversion Rate: 5% Average time: 00:03:48
Company B It is a social network for pregnant. They are in the market since 2012. Closed 2013 with a community of 95.000 users and a Net Profit of 0.5 Millions of Euros. For 2014: Cost marketing: 100.000€ New users: 60.000 # Visits / day 42.000 Conversion Rate 5% Average time: 00:01:27
Which one of these two companies is the best for you?
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CONTEXT Before 2000 – After 2008
Before 2000 Sun Servers!Oracle DB!Exodus Hosting!12-24mo dev cycle!6-18mo sales cycle!<100M people online!$1-2M seed round!$3-5M Series A!Sand Hill Road crawl!!Big, Fat, Dinosaur Startup!
After 2008 AWS, Google, PayPal, FB, TW!Cloud + Open Source SW!Lean Startup / Startup Wknd!3-90d dev cycle!SaaS / online sales!>3B people online!<$100K incub + <$1M seed!$1-3M Series A!Angel List global visibility!!Lean, Little, Cockroach Startup!
Source:500startups!
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AARRR Pirate Metrics for startup’s and mAAARRketing for startups
ACQUISITION ACTIVATION RETENTION REFERRAL REVENUE
PROFIT
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AARRR Pirate Metrics for startup’s and mAAARRketing for startups
ACQUISITION Users come to the site; you have their attention BLOG EXAMPLE: users come to the site and stay for at least 2 minutes ! SaaS EXAMPLE (pdf to html conversion service): user signs up for the service
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AARRR Pirate Metrics for startup’s and mAAARRketing for startups
ACTIVATION User performs some key activity that indicates a good first visit BLOG EXAMPLE: user signs up for RSS/newsletter ! SaaS EXAMPLE (pdf to html conversion service): user successfully makes a document
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AARRR Pirate Metrics for startup’s and mAAARRketing for startups
RETENTION User continues to do that key activity indicating they like your product BLOG EXAMPLE: user reads at least one post a week or opens the newsletter ! SaaS EXAMPLE (pdf to html conversion service): user continues to make documents. As long as they're successfully making documents they will continue to use the service.
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AARRR Pirate Metrics for startup’s and mAAARRketing for startups
REFERRAL User gets other users to join BLOG EXAMPLE: user promotes your blogs contests and drives traffic ! SaaS EXAMPLE (pdf to html conversion service): Users send other users to our web, possibly with a coupon code
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AARRR Pirate Metrics for startup’s and mAAARRketing for startups
REVENUE User pays you BLOG EXAMPLE: user buys your ebook
SaaS EXAMPLE (pdf to html conversion service): yay!
money! !
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AARRR FUNNEL Customer Lifecycle / Conversion Behavior
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AARRR FUNNEL Customer Lifecycle / Conversion Behavior
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AARRR Conversion Metrics Example
Category User Status Conv % Est. Value Acquisition Visit Site
(or landing page, or external widget) 100% $.01
Acquisition Doesn't Abandon (views 2+ pages, stays 10+ sec, 2+ clicks)
70% $.05
Activation Happy 1st Visit (views X pages, stays Y sec, Z clicks)
30% $.25
Activation Email/Blog/RSS/Widget Signup (anything that could lead to repeat visit)
5% $1
Activation Acct Signup (includes profile data)
2% $3
Retention Email Open / RSS view -> Clickthru 3% $2 Retention Repeat Visitor
(3+ visits in first 30 days) 2% $5
Referral Refer 1+ users who visit site 2% $3 Referral Refer 1+ users who activate 1% $10 Revenue User generates minimum revenue 2% $5 Revenue User generates break-even revenue 1% $25
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AARRR FUNNEL Customer Lifecycle / Conversion Behavior
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AARRR CAC & LTV
CAC: Costumer Adquisition Cost
LTV: Costumer LifeTime Value
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EXERCISE 1 Metrics
Company A CAC=600.000€/400.000users= 1.5€ LTV= 1.500.000€/2.000.000users= 0,75€ LTV/CAC= 0,75 / 1,5 = 0,5
Company B CAC=100.000€/60.000users= 1,66€ LTV=500.000€/95.000users= 5,26€ LTV/CAC = 5,26 / 1,66 = 3,16
Which one of these two companies is the best for you?
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AARRR CAC & LTV
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KEY METRICS TO TRACK…
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ACQUISITION Key Metrics To Track:!!
• Volume(#) !• Cost ($)!• Conversion (%)!
!
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ACQUISITION
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ACQUISITION
Acquisition tips (for the top 10 - 100 words)!• Your brand / Products!
• Customer needs / Benefits!• Competitor’s brand / Products (Steal traffic)!• Semantic equivalents!
• Misspellings !!
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ACQUISITION
Extra tip: Reverse Engineered App Store’s ranking algorithm (approximation)!
! AppStore Ranking = H + D + R + E + S
H = # of installs weighted for the past few hours D = # of installs weighted for the past few days R = Reviews (star rating + number of reviews) E = Engagement (# of times app opened etc.) S = Sales ($)
!!
Extra tip: How to get your first 100 users!
1) What existing solution do you believe your product is better than? 2) Where can you find a critical mass of people who use the existing solution? 3) Go there. Talk to them. Show them your product.
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ACTIVATION
!!
Key metrics to track:!• Pages per visit (2-3+ page views)!• Time on site (10-30+ seconds)!• Conversions (1 key feature usage)!• Clicks (3-5+ clicks)!• Bounce rate (low)!
Activation Tips:!• Less is more!• Focus on UX / Usability!• Provide incentives & call to actions!• Perform A/B tests and iterate fast!
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RETENTION
!!
Key metrics to track:!• Source (email, RSS, affiliates…)!• Volume (Low spam rating)!• Conversions (20% open rate / CTR)!• Visitor Loyalty (1–3+ visits per month)!• Session Length!• Long customer life cycle / Low decay!• Identify fanatics and cheerleaders!
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RETENTION Retention Tips:!
• Email is simple and it works!• But make Unsubscribe easy!• 80% subject line / 20% body text!• Actually… 99% subject line / 1% body text!
• Status / “best of” weekly/monthly emails!• “Something happened” emails!• Lifecycle emails @ +3, +7, +30 days !• RSS / News feeds!
• Widgets / Embeds!• Gamification!• Fanatics = Virality + affiliate channels (like bloggers)!
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REFERRAL Key metrics to track:!
Viral Growth Factor = X * Y * Z!!
!X = % of users who invite other people!!Y = average # of people that they invited!!Z = % of users who accepted an invitation!
A viral growth factor > 1 means an exponential organic user acquisition.!
Referral Tips:!• Personal send to friend (Email / IM)!• Social Media!• Widgets / Embeds!• Affiliates!
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REFERRAL
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REVENUE Key metrics to track:!
• Conversion to revenue (%)!
• Volume ($$$)!
Revenue Tips:!
• Don’t just rely on AdSense, iAd…!
• Offer something free (at least when starting out)!
• Subscription / Recurring transactions!
• Qualify your customers / Traffic for lead generation.!
• Sell somethig (physical or virtual)!
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REVENUE
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How do we improve the funnel?
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Growth Hacking
Less Budget, More Creativity, More Automation -> Maximize Output
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As simple as…
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Different landing pages according to traffic source!(Search Engines for SEO –> Footer vs Direct !Traffic -> No footer)!
Groupon ACQUISITION !
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Groupon ACTIVATION & RETENTION!!
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Groupon RETENTION!!
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Groupon REFERRAL!!Sharing is in Groupon’s DNA
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Linkedin ACTIVATION !!
Gamification example:
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Linkedin RETENTION & REFERRAL!!
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Linkedin REVENUE!!
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Linkedin ACQUISITION & REFERRAL!!
This person passed away about a year ago. For the majority of her life, she ran a small hardware shop and she barely understood email, let alone LinkedIn.
From Linkedin’s People You May Know page…
(NOT THE BEST THING TO DO… people can hate you)
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Dropbox ACQUISTION !!
Signup driven homepage:
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Dropbox REFERRAL!!
Sharing simplicity and availability on Multiple Devices & Platforms:
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Dropbox REFERRAL & REVENUE!!
Get more space
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Dropbox ACQUISTION & REFERRAL!!Dropbox Great Space Race!
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Dropbox REFERRAL & REVENUE!!
Dropbox growth hack in numbers…
1. September 2008: 100,000 registered users!
2. January 2010 (15 months later): 4,000,000!
3. Mostly from word-of-mouth and viral:!
• 35% of daily signups from referral program!
• 20% from shared folders, other viral features!
• Sustained 15-20%+ month-over-month growth since launch!
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It doesn’t need to be online (initially)!
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It doesn’t need to be online (initially)!
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It doesn’t need to be online (initially)!
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ACQUISITION: SEO hacks !
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ACQUISITION !
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ACQUISITION & REFERRAL!
PS: I Love You. Get Your Free Email at Hotmail
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ACQUISITION & REFERRAL!
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ACQUISITION & REFERRAL!
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ACQUISTION, ACTIVATION, RETENTION & REFERRAL!
ACQUISTION, ACTIVATION & RETENTION!
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Extra tip: Reverse Engineered App Store’s ranking algorithm (approximation)!
AppStore Ranking = H + D + R + E + S !
!H = # of installs weighted for the past few hours!!D = # of installs weighted for the past few days!!R = Reviews (star rating + number of reviews)!!E = Engagement (# of times app opened etc.) !!S = Sales ($)!
!!
Luck? AppStore Bot? Dark pattern?
ACQUISITION, REFERRAL & REVENUE!
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ACQUISITION & PROFIT !
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REFERRAL!
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REFERRAL!
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REFERRAL!
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REVENUE & PROFIT !
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REVENUE & PROFIT !
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REVENUE & PROFIT !
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REVENUE & PROFIT !
Unlock all books is the clear top revenue generator.
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REVENUE & PROFIT !The $144,146,165 Button
When cabs were cash only, the average tip was roughly 10%. After the introduction of this system, the tip percentage jumped to 22%. Those
three buttons resulted in $144,146,165 of additional tips per year.
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When Growth
Hacking Goes Fail Hacking
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Path Facebook blocked Path’s “Find Friends” access following spam controversy
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Path Path texts your entire phonebook
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Glide & Tinder Same…
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Rap Genius: No SEO Genius
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Rap Genius fell from around 700,000 uniques a day to around 100,000.!
Rap Genius: No SEO Genius
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Facebook Fraud
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Facebook Fraud
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Tools for metrics analysis
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http://blogs.salle.url.edu/emprendedores
@LaSalleTechnova
https://www.facebook.com/LaSalleTechnova
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Speakers
Anna Ruete Entrepreneurship Program Manager – La Salle Technova Barcelona [email protected]
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Pol Valls Soler @polvallssoler Key Account Manager at La Salle Technova Creator of: iOS app for discovering people nearby: joinerapp.com Reddit for spanglish geeks: zumogeek.com [email protected] slideshare.net/polvallssoler
Speakers
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Juan Pérez Rodríguez Director – La Salle Technova Barcelona 10 years working with entrepreneurs and investors [email protected]
Speakers