Learn what to measure in order for your product to be more succesful. All the statistics mentioned in the presentation will help you succeed with your product.

1. Product Roadmap
Statistics are your road signs

2. Who am I?

3. Why road signs?

4. You won’t know which way to go
without them

5. PS.
There is no Sat Nav, GPS or
Google Maps to lead you
directly home

8. The goal of every business
Tim
e
Revenue

9. How to know where you are on
this graph?

10. By gathering data and analyzing it!

11. Why?

12. 1 simple reason:
Data doesn’t lie!

13. Divide the roadmap into 3 phases

14. Divide the roadmap into 3 phases
Product
Market Fit

15. Divide the roadmap into 3 phases
Initial
traction

16. Divide the roadmap into 3 phases
Growth

17. CAC, MRR, ARPU, LTV, RoI, COGS, NPS

18. CAC (Customer Acquisition Cost),
MRR (Monthly Recurring Revenue),
ARPU (Average Revenue per User),
LTV (Lifetime Value),
RoI (Return on Investment),
COGS (Cost of Goods Sold),
NPS (Net Promoter Score)

19. Product Goals
Profitability
Cash
Growth
Other
(ie Market Share)
Revenue (MRR)
Months to recover
CAC

20. Key guideline for startups
LTV 3x CAC<

21. Key guideline for startups
Time to
recover CAC
12
months
<

22. How to look at profitability
#1 Microeconomics
Profitability
Microeconomics
(per customer
profitability)
CAC
LTV

23. How to look at profitability
#2 Overall profitability
Profitability
Overall
Profitability
(Accounting)
Revenue
Expenses
COGS
MRR
Services
Revenue

24. How to look at profitability
#3 Per employee
Profitability
Profitability per
employee
Revenue per
employee
Expenses per
employee

25. Drilling down to MRR
MRR
New customers
from sales
funnel
Churn
Total no. of
customers
ARPU

26. Drilling down on Microeconomics
$
Time
LTV
CAC

27. What’s the biggest startup killer?

28. The cost of acquiring users (CAC)

29. Are you profitable?
Customer
Profitability
LTV
CAC

30. What is LTV?
LTV
ARPU
Cust Average
Lifetime
Cost to
serve
% Churn
rate

31. LTV = ARPU x Average Lifetime
of a customer - COGS (Cost to
serve them)
How to calculate LTV

32. What is CAC?
CAC
# closed
deals
Total cost of
sales &
marketing
Sales funnel
convertion
metrics
Marketing
program
cost
Level of
touch
required
Personnel
cost

33. CAC = Total cost of
sales&marketing / Number of
deals closed
How to calculate CAC

34. How to put this data into action?

35. Old School funnel

36. What did the marketing normally do??
Lead acquisition

37. Who here knows who is
Dave McClure?

39. What are Pirate Metrics?

40. Pirate Metrics

41. Why Pirate Metrics? (AARRR!!!)
A
A
R
R
R

42. Users come to your site/product
from various sources

43. Examples of Acquisition Tactics
● SEO
● SEM
● PR
● Social
● Content Marketing
● Biz Dev
● Webinar
● Referrals
● Free trial
● Newsletter
● Guest post
● Outreach
● Q&A

44. Disclaimer:
You don’t need huge volumes to
acquire customers. If you have
a few hundred of very targeted
visitors every month - its fine!

45. Users come to your site/product
from various sources
Users enjoy 1st visit: ‘happy’ user
experience and leave contact info

46. Examples of Activation Tactics
● Social
● Content Marketing
● Newsletter
● Lead nurturing
● On-boarding
● Screencasts

47. Difference between B2B & B2C
Example of a B2B
Activation
● Website form
● RFP
Examples of B2C
Activations
● Create account
● Buy something
● Leave email

48. Users come to your site/product
from various sources
Users enjoy 1st visit: ‘happy’ user
experience
Users come back, visit the site
multiple times

49. Examples of Retention Tactics
● Social
● Content Marketing
● Newsletter
● Lead nurturing
● On-boarding
● Screencasts

50. Users come to your site/product
from various sources
Users enjoy 1st visit: ‘happy’ user
experience
Users come back, visit the site
multiple times
Users conduct some monetization
behavior

51. Examples of Revenue Tactics
● Scarcity
● Discount
● Annual plan
● Up-sells
● Cross-sells
● Evangelism
● Guarantees
● Support

52. Users come to your site/product
from various sources
Users enjoy 1st visit: ‘happy’ user
experience
Users come back, visit the site
multiple times
Users like the product so much they
refer it to others
Users conduct some monetization
behavior

53. What should be the job of marketing?

54. Each source should have a dedicated funnel

66. Example
1000 (100%)

67. Example
100 (10%)
1000 (100%)

68. Example
50 (5%)
100 (10%)
1000 (100%)

69. Example
20 (2%)
50 (5%)
100 (10%)
1000 (100%)

70. 5 (0,5%)
Example
20 (2%)
50 (5%)
100 (10%)
1000 (100%)

71. Friends, press, school, SEO, referral
Facebook

72. Add 5 or more friends
Facebook
Friends, press, school

73. You come back to see what are your
friends doing
Facebook
Add 5 or more friends
Friends, press, school

74. You click on ads in your news feed
Facebook
You come back to see what are your
friends doing
Add 5 or more friends
Friends, press, school

75. You ask your friends to join because
you want to follow what they’re doing
Facebook
You click on ads in your news feed
You come back to see what are your
friends doing
Add 5 or more friends
Friends, press, school

76. Friends, press, SEO, referral
Dropbox

77. Set up your account to store and
share files
Dropbox
Friends, press, SEO, referral

78. You want to upload more files or use
the ones you’ve uploaded
Dropbox
Set up your account to store and
share files
Friends, press, SEO, referral

79. You need more space, so you buy it
Dropbox
You want to upload more files or use
the ones you’ve uploaded
Set up your account to store and
share files
Friends, press, SEO, referral

80. You need more space so you invite
your friends - invites give you both
more space
Dropbox
You need more space, so you buy it
You want to upload more files or use
the ones you’ve uploaded
Set up your account to store and
share files
Friends, press, SEO, referral

81. Friends, press, SEO, referral
Uber

82. Your first ride (most likely for free)
Uber
Friends, press, SEO, referral

83. You want to use your remaining free
rides / You never want to go back to
regular taxi services
Uber
Friends, press, SEO, referral
Your first ride (most likely for free)

84. You start paying for rides because
your free codes are gone
Uber
You want to use your remaining free
rides / You never want to go back to
regular taxi services
Friends, press, SEO, referral
Your first ride (most likely for free)

85. You and your friend both get free
codes for the referral
Uber
You start paying for rides because
your free codes are gone
You want to use your remaining free
rides / You never want to go back to
regular taxi services
Friends, press, SEO, referral
Your first ride (most likely for free)

86. PS.
My referral code is
atbe5wgge

87. SEO, Social Media, Referral,
Influencers
eStore with socks

88. Unique sock patterns & great
delivery terms
eStore with socks
SEO, Social Media, Referral,
Influencers

89. Remarketing kept stalking you until
you really wanted these socks
eStore with socks
Unique sock patterns & great
delivery terms
SEO, Social Media, Referral,
Influencers

90. You bought the socks you liked so
much….and 3 other pairs
eStore with socks
Remarketing kept stalking you until
you really wanted these socks
Unique sock patterns & great
delivery terms
SEO, Social Media, Referral,
Influencers

91. The newsletter said that if your
friend bought 4 pairs, the you’d get
one for free so you talked your friend
into it
eStore with socks
You bought the socks you liked so
much….and 3 other pairs
Remarketing kept stalking you until
you really wanted these socks
Unique sock patterns & great
delivery terms
SEO, Social Media, Referral,
Influencers

92. SEO, Social Media, Referral, Blog
CRM

93. Great features, many integrations,
good pricing
CRM
SEO, Social Media, Referral, Blog

94. You left your email and the nurturing
campaign together with remarketing
CRM
Great features, many integrations,
good pricing
SEO, Social Media, Referral, Blog

95. You decided to give it a go and after
30 days it was all you ever needed,
so you started to pay
CRM
You left your email and the nurturing
campaign together with remarketing
Great features, many integrations,
good pricing
SEO, Social Media, Referral, Blog

96. You were so happy with the
features, customer support and UI
that when a friend was looking for a
CRM - you recommended this one
CRM
You decided to give it a go and after
30 days it was all you ever needed,
so you started to pay
You left your email and the nurturing
campaign together with remarketing
Great features, many integrations,
good pricing
SEO, Social Media, Referral, Blog

97. SEO, Social Media, Referral, Blog, Ads
Apple Equipment Fixing Service

98. Good reputation, they can fix my
problem, pricing is within my range
Apple Equipment Fixing Service
SEO, Social Media, Referral, Blog, Ads

99. I keep seeing their ads everywhere
(remarketing) or I signed up to their
newsletter and I need to fix my iPad
Apple Equipment Fixing Service
Good reputation, they can fix my
problem, pricing is within my range
SEO, Social Media, Referral, Blog, Ads

100. You send/give them your device to
fix
Apple Equipment Fixing Service
I keep seeing their ads everywhere
(remarketing) or I signed up to their
newsletter and I need to fix my iPad
Good reputation, they can fix my
problem, pricing is within my range
SEO, Social Media, Referral, Blog, Ads

101. They did it really quick, the courier
was free, they ask you to refer 5
friends and they will get you your
next fix on the house while your 5
friends get a 15% discount - win win!
Apple Equipment Fixing Service
You send/give them your device to
fix
I keep seeing their ads everywhere
(remarketing) or I signed up to their
newsletter and I need to fix my iPad
Good reputation, they can fix my
problem, pricing is within my range
SEO, Social Media, Referral, Blog, Ads

102. Learn more on our meetups!

103. Any questions ?
You can find me at
◉ tomzduda@gmail.com
◉ facebook.com/growthenginexyz
Thanks!