Презентация на Lviv IT Arena 2014 про метрики для стартапов. Больше информации на http://saasdojo.com

1. Metrics that every startup
should know
Alexey Orap,
CEO (Chief Executive Optimist)
YouScan & LeadScanr

2. Why metrics
What to measure
How to measure
Mistakes to avoid

3. Who’s this guy Alexey?!
Applied Math, Cybernetics Faculty, Taras Shevchenko Kyiv National University
Executive MBA, kmbs
ex Nortel, Alcatel-Lucent, Yandex.Ukraine
co-founder at Contactis
co-founder & CEO at YouScan, LeadScanr
author at SaaS Dojo blog (saasdojo.com)

4. Why metrics
1. Measure success
2. Develop your product
? 3. Know your runway
4. Talk to investors

5. What to measure
Type of metric
Qualitative
Quantitative
Stage
Pre-product/market fit
Customer feedback
Customer surveys
Scale and expansion
MRR, Churn, LTV,
CAC

6. Pirate metrics

7. AARRR framework

8. Before product/market fit

9. What exactly is Activation?
• First time when user gets real value from your product
• Depends on your product and usage scenario
• Can happen really soon after the registration (simpler
products) or weeks later (complex products). Examples:
- User buys 5 leads (LeadScanner.ru) - same day after the registration
- User enters a lot of financial data and creates his first report (some online
accounting tool) - weeks after the registration

11. x 5 times =
Activation

12. Bad metrics & good metrics
Do not focus on vanity metrics:
Pageviews
Time on site
Visits
Followers
Number of downloads..

13. Good (actionable) metrics
Funnels
A/B tests
Cohort reports
Per-unit metrics
Linked to people
Image: Ash Maurya

14. Your main equation: CAC < LTV
CAC: Customer Acquisition Cost
LTV: Lifetime Value

15. An out of balance business model
Image by David Skok

16. A well balanced business model

17. Example for SaaS business model
CAC = $ 1,200
ARPU = $ 400 / month
Months to recover CAC: 3
LTV = $ 8,000

18. Example for SaaS business model
CAC = $ 1,200
ARPU = $ 400 / month
Months to recover CAC: 3
LTV = $ 8,000

20. Know thy user

21. Behavioral analytics improves:
1. Product development
2. Customer acquisition
3. Customer retention

22. Install today:
• Intercom
• Mixpanel
• KISSMetrics
Comparison:
saasdojo.com/index.php/analytics-tools/

24. Five mistakes to avoid
1. Measure everything

25. Five mistakes to avoid
1. Measure everything
2. Offline reports

26. Five mistakes to avoid
1. Measure everything
2. Offline reports
3. Do it manually

27. Five mistakes to avoid
1. Measure everything
2. Offline reports
3. Do it manually
4. Finances could wait

28. Five mistakes to avoid
1. Measure everything
2. Offline reports
3. Do it manually
4. Finances could wait
5. Only numbers

29. Numbers may be misleading
Double-check your data and trust your intuition

30. Thank you!
P.S. We are hiring J
Alexey Orap,
CEO (Chief Executive Optimist)
YouScan & LeadScanr