This keynote describes key KPIs to measure on your startup project and take important decisions.

1. Monetization
& Economy
by Artur Varushyla

2. Who am I?
I’m a CEO & Founder
@AlignedCode - Web-studio focused on Mobile
@SuperPowerVPN - SaaS in Internet Security
participant
@Yandex.Start
@Tolstoy Startup Camp

4. B2C
Поток пользователей → Продукт → Деньги

5. B2B2C
Поток пользователей → Продукт → Внимание пользователей
Лиды → Внимание пользователей → Деньги

6. How?
• Subscription
• Paid Apps
• Freemium (In-App Purchases or CC)
• In-app Ad Impressions
• Notifications

7. KPIs Forming Economy
User Acquisition — число привлеченных
пользователей
Cost Per Acquisition (CPA) — стоимость
привлечения пользователя
Average Revenue Per User (ARPU) — и доход
на привлеченного пользователя

8. Show me the Formula!
• User Acquisition × ARPU = Revenue
• User Acquisition × (−CPA + ARPU) = Profit
(без учета прочих издержек)
• ARPU = Revenue / User Acquisition
• CPA = Acquisition Costs / Lead Acquisition

9. CPA > ARPU

10. CPA > ARPU
• 10 000 × (−1$ + 0,2$) = −8 000$

11. LTV > CPA = Success
LTV = ARPU (LifeTime) > 3 × CPA и окупает себя за 3-6 мес
LTV = ARPU (LifeTime) = Revenue (LifeTime) / User Acquisition

12. Must Have
ARPU = Conv × ARPPU
User Acquisition × (−CPA + Conv × ARPPU) =
Profit — без учета пр. издержек

13. How to Improve
THE GOAL by Eli Goldratt
Lean Analytics by Benjamin Yoskovitz

14. Thanks :)
http://facebook.com/arthur.varushyla
http://linkedin.com/in/arthurvarushyla
@artuxa