Innovative Accounting will land you in prison, but Innovation Accounting will land you a product that matters. In this interactive Lean Startup workshop, David J Bland covers the basics of Innovation Accounting. We'll then dive into hands on exercises with Pirate Metrics, Lean Analytics Phases and the Passionate User Model. You'll leave this workshop with a better understanding of how to apply Innovation Accounting to both increase retention and reduce friction in your product or service.
13. 13
Buyer = Pet Owner
User = Pet
Decider = Pet Owner
Petsy!™
Buyer = Pet Fashion Designer
User = Pet Fashion Designer
Decider = Pet Fashion Designer
+
“Multi-sided Model”
21. 21
We’ll create Awareness of
[Solution] for [Customer] with
[Business Action].
We’ll create Awareness of Petsy!™ for Pet Owners
with an explainer video.
22. 22
We believe that [Customer] is
Hopeful that [Solution] solves
[Need] when [Customer Action].
We believe that Pet Owners are Hopeful that Petsy!™
solves their unique pet accessory needs when they
create an account.
29. 29
We’ll measure Acquisition of
[Customer] with [Quantitative
Metric].
We’ll measure Acquisition of Pet Owners with # of
unique views of explainer video.
30. 30
We’ll measure Activation of
[Customer] with [Quantitative
Metric].
We’ll measure Activation of Pet Owners with # of
unique accounts created.
31. 31
Stage Description
Acquisition
Quantitative Metrics
Customer is visiting your
product/service.
Activation
Retention
Referral
Revenue
Customer is becoming active in
your product/service.
Customer is coming back
repeatedly & using your
product/service.
Customer is actively referring
others to use your
product/service.
Customer is performing a
monetizing behavior in your
product/service.
visits, views, mentions,
opens
signups, subscription,
account creation, feature
usage, time on site
usage over time, click
through rate, repeat
transactions
invites sent, shares, viral
coefficient
conversion rate, lifetime
value, transactions
38. 38
We believe that [Customer] is
Satisfied with [Solution] when
[Customer Action].
We believe that Pet Owners are Satisfied with Petsy!™
when customers make a 2nd purchase.
39. 39
We believe that [Customer] is
Passionate about [Solution] when
[Customer Action].
We believe that Pet Owners are Passionate about
Petsy!™ when they refer a friend with our promo
code.
43. 43
Visit Petsy Site
Watch Explainer Video
Create an Account
Add Item to Cart
Purchase
6,893
4,195
2,757
1,985
875
44. 44
Visit Petsy Site
Watch Explainer Video
Create an Account
Add Item to Cart
Purchase
6,893
4,195
2,757
1,985
875
Create hypotheses about
why people are not
converting and run
experiments to test them.
47. 47
Aug Sept Oct Nov Dec
Unique Visitors 1589 2845 4539 9804 14382
Returning Visitors 534 793 1432 1589 5794
Created an Account 454 589 1584 3953 4753
Added Item to Cart 389 414 645 1265 3654
Purchased Item 276 298 566 799 1432
Things are getting better, right?
48. 48
Aug Sept Oct Nov Dec
Unique Visitors 1589 2845 4539 9804 14382
Returning Visitors 534 793 1432 1589 5794
Created an Account 454 589 1584 3953 4753
Added Item to Cart 389 414 645 1265 3654
Purchased Item 276 298 566 799 1432
Who are these “Visitors”
51. 51
Aug Sept Oct Nov Dec
Unique Visitors 1589 2845 4539 9804 14382
Returning Visitors 534 793 1432 1589 5794
Created an Account 454 589 1584 3953 4753
Added Item to Cart 389 414 645 1265 3654
Purchased Item 276 298 566 799 1432
What would this chart look like if you could see Cat
Owners vs Dog Owners vs El Chupacabra Owners?