The Lean Startup - Startup Analytics

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<ul><li><p>Lean Startup Dr. Judith Gentz Fachhochschule Wedel | 8. Juni 2016 4 Startup-Analytics </p></li><li><p>4 Startup Analytics </p><p>Teil 1 </p><p>Startup Analytics </p><p>Teil 2 </p><p>Till Kubelke und Daniel Hanelt im Gesprch </p><p>Absolventen der FH Wedel und seit der Uni ber 15 Jahre berzeugte Unternehmer </p></li><li><p>Validiertes Lernen ist ein Prozess, der empirisch nachweist, </p><p>dass ein Team wichtige Wahrheiten ber die </p><p>gegenwrtigen und zuknftigen </p><p>Geschftsaussichten entdeckt hat. </p><p>Quelle: Ries, Eric (2011): The Lean Startup. New York 2011 </p><p>http://www.youtube.com/watch?v=quhjvFRbs8c</p></li><li><p>Validiertes Lernen </p><p>Build </p><p>Measure Learn </p><p>Experiment </p><p>Metric Hypothesis </p><p>Quelle: Ries, Eric (2011): The Lean Startup. New York 2011 </p></li><li><p>? Was sind Metriken bei einem Startup? </p><p>Visits </p><p>Logins </p><p>Satisfaction </p><p>Clicks </p><p>Usage </p><p>Returns Shares </p><p>Access </p><p>Sign-ups </p><p>Downloads </p><p>Tell friends </p><p>Payments </p><p>Gross Profit </p><p>ROI (Return on Invest) </p><p>Life Time Value </p><p>Churn Rate </p><p>Conversionrates </p><p>Month-on-month Growth Customer Acquisition Costs </p><p>Cost per Action </p><p>Active Users </p><p>Revenue Recurring Revenue </p></li><li><p>Accessible Auditable </p><p>Actionable </p><p>3 As of metrics </p><p>ties specific, repeatable actions to observed results </p><p>can be understood by entire team </p><p>go behind the numbers </p><p>Quelle: Ries, Eric (2011): The Lean Startup. New York 2011 </p></li><li><p>Einfache Charts </p><p>Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012 http://de.slideshare.net/LeanStartupConf/ash-maurya-slides-2013 </p></li><li><p>Fortschritt kommunizieren </p><p>Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012 </p></li><li><p>Problem/ Solution-Fit </p><p>Product/ Market-Fit Scale </p><p>Start here! Achieve this </p><p>Traction </p><p>Time </p><p>Lean Startup Stages </p><p>Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012 </p></li><li><p>Problem/ Solution-Fit </p><p>Product/ Market-Fit Scale </p><p>Traction </p><p>Time </p><p>Lean Startup Stages </p><p>Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012 </p><p>Interviews </p><p>Demos </p><p>Videos </p><p>Landing Page </p><p>MVP Minimum </p><p>Viable Product </p></li><li><p>Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012 </p><p>Problem Interview Skript </p></li><li><p>1. Persnliches Feedback z.B. via Blogs, Kunden-Interviews </p><p>2. Offene Fragen/zuhren, was Leute sagen z.B. via Communities </p><p>3. Kundenfeedback und Bedarfe ermitteln z.B. via Umfragen mit und ohne monetren Anreiz </p><p>4. Substanzielles Feedback durch Vorbestellungen z.B. via Crowdfunding Plattformen, Bestellungen </p><p>5. Kundenversprechen testen/Kundensegmente ermitteln z.B. via Test Ads </p><p> Quelle: Teten, David (2015): 10 Experiments to Test Your Startup Hypothesis, http://www.entrepreneur.com/article/243528 </p><p>Weitere Experimente Phase 1: Problem-Solution-Fit </p></li><li><p>6. Nutzungs- und Verwendungsexperimente z.B. via A/B-Testings, Prototypen-Designs </p><p>7. Feedback ber die Verwendung z.B. Gesprche mit echten Kunden ber die Benutzung des Prototypen </p><p>Quelle: Teten, David (2015): 10 Experiments to Test Your Startup Hypothesis, http://www.entrepreneur.com/article/243528 </p><p>Experimente Phase 2: Product-Market-Fit </p></li><li><p>8. Kundensegmentierung z.B. Verkaufsversprechen fr welche Zielgruppen, Google Adwords-Analyse mit Kohorten- und Conversiontracking </p><p>9. Channel-Analyse (welcher Kanal erzielt die hchste Markttraktion) z.B. Cross-Promotion, Channel-Tests Influencer-Analyse </p><p>10. Weiterempfehlungen (mit und ohne monetren Anreiz) </p><p>Quelle: Teten, David (2015): 10 Experiments to Test Your Startup Hypothesis, http://www.entrepreneur.com/article/243528 </p><p>Experimente Phase 2: Product-Market-Fit </p></li><li><p>Build </p><p>Measure Learn </p><p>Idea Code </p><p>Data Quelle: http://theleanstartup.com/principles </p><p>MVP Minimum Viable Product </p></li><li><p>A minimum viable product (MVP) is the "version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort. Eric Ries </p></li><li><p>Minimum Viable </p><p>Product Idea Creation </p><p>Feature Priori-</p><p>tisation </p><p>Implement Feature </p><p>Test Feature </p><p>Collect Feedback </p><p>&amp; Data </p><p>Customer Analysis </p><p>Different Base </p><p>Product Pivot </p></li><li><p>Time </p><p>Test Software Test Business Model </p><p>Software Product Concierge Product </p><p>Hardware Product Physical Product </p><p>Test Hardware Test Business Model Test Software </p><p>Launch MVP </p><p>Launch MVP </p><p>In Anlehnung an: Chen, Elaine (2013): Lean Startup, Hardware Edition, http://de.slideshare.net/chenelaine/lean-startup-hardware-edition-20563840, S. 52 </p></li><li><p>Video Trailer Concierge MVP Mechanical Turk Boomerang Analog/physical Dry-Wallet High Hurdle </p><p>Lean Experiment Techniques </p><p>Kramer, the Movie Expert </p><p>Quelle: Cooper, Brant (2014): Lean Experiment Techniques, http://www.movestheneedle.com/enterprise-lean-startup-experiment-examples/ </p><p>https://www.youtube.com/watch?v=qM79_itR0Nc</p></li><li><p>Experiment Report | Ash Maurya </p><p>Background What are you trying to learn or achieve? </p><p>Results Enter your qualitative/quantitative data. </p><p>Validated Learning Summarize your learning from the experiment. [VALIDATED or INVALIDATED] </p><p>Next Action What is the next experiment? </p><p>Falsifiable Hypotheses Declare your expected outcome. Use this format: [Specific Repeatable Action] will [Expected Measurable Outcome] </p><p>Details How will you setup this experiment? </p><p>Title: [TITLE] Author: [NAME] Created: [DATE] </p><p>Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012 </p></li><li><p>Pirate Metrics </p><p>Acquisition </p><p>Activation </p><p>Retention </p><p>Referral </p><p>Revenue </p><p>Customer Funnel </p><p>How do users find you? </p><p>Do users have a great first experience? </p><p>Do users come back? </p><p>Do users tell others? </p><p>How do you make money? </p><p>Quelle: McClure, Dave (2007) Startup Metrics for Pirates. </p></li><li><p>5 Step Web-Startup Metric Model </p><p>Activation </p><p>Acquisition </p><p>Referral </p><p>Retention </p><p>Revenue </p><p>AARRR </p><p>Quelle: McClure, Dave (2007) Startup Metrics for Pirates. </p><p>http://www.youtube.com/watch?v=irjgfW0BIrw</p></li><li><p>1. Problem/Solution-Fit Activation &amp; Retention 2. Product/Market-Fit Acquisition &amp; Referral 3. Skalierung Revenue &amp; Profitability </p><p>Prozess </p><p>Quelle: McClure, Dave (2007) Startup Metrics for Pirates. </p></li><li><p>Activation 1st visit happy experience </p><p>Homepage/ Landing Page </p><p>Product Features </p><p>Was machen die Nutzer bei Ihrem ersten Besuch? Schlssel-Metriken </p><p> Pages per visit Time on site Conversions </p><p>Quelle: McClure, Dave (2007) Startup Metrics for Pirates. </p></li><li><p>Retention come back multiple usage </p><p>Warum kommen Nutzer zurck und wie oft? </p><p>Schlssel-Metriken </p><p> Quelle der Wiederkehrer Wiederkehrrate Conversions Nutzerloyalitt Session-Lnge </p><p>E-Mails, Alerts </p><p>System-Events, Time-based features </p><p>Blogs, RSS, News Feeds </p><p>Quelle: McClure, Dave (2007) Startup Metrics for Pirates. </p></li><li><p>Acquisition come from various channels </p><p>Wo kommen die Nutzer her? </p><p>Schlssel-Metriken je Quelle </p><p> Anzahl Nutzer Kosten Conversion </p><p>SEO </p><p>SEM Social </p><p>Networks </p><p>PR </p><p>Blogs </p><p>Campaigns, Contents </p><p>Biz Dev Direct, Tel, TV </p><p>Domains </p><p>Apps, Widgets </p><p>E-Mail </p><p>Affiliates </p><p>Quelle: McClure, Dave (2007) Startup Metrics for Pirates. </p></li><li><p>Referral like product enough refer to others </p><p>Wie empfehlen Nutzer das Produkt weiter? </p><p>Schlssel-Metriken </p><p> % Einladungen X # Einladungen Y % akzeptierte </p><p>Einladungen Z Viral Growth Factor = X*Y*Z </p><p>Viral Loops </p><p>E-Mail Widgets </p><p>Affiliates Contests </p><p>Quelle: McClure, Dave (2007) Startup Metrics for Pirates. </p></li><li><p>Revenue monetization behavior </p><p>Wie verdiene ich Geld? </p><p>Schlssel-Metriken </p><p> Minimum Umsatz Break-even Umsatz Profitabilitt </p><p>Ads, Lead Generation, </p><p>Subscriptions, Ecommerce </p><p>Biz Dev </p><p>Quelle: McClure, Dave (2007) Startup Metrics for Pirates. </p></li><li><p>Beispiel </p><p>Stage Conversion Status Conv. % Est. Value </p><p>Acquisition Visitors on Site/Widget/Landing Page (2+ pages, 10+ sec, 1+ clicks = dont abandon) </p><p>60% $ 0.05 </p><p>Activation Happy 1st visit; Usage/Signup (clicks/time/pages, email/profile reg, feature usage) </p><p>15% $ 0.25 </p><p>Retention Users come back; Multiple visits (1-3x visits/mo; email/feed, open rate/CTR) </p><p>5% $ 1 </p><p>Referral Users refer others (cust sat &gt;= 8, viral g factor &gt; 1 1% $ 5 </p><p>Revenue User pay; Generate $$$ (first rev, break-even, target profitability) </p><p>1% $ 50 </p><p>Quelle: McClure, Dave (2007) Startup Metrics for Pirates. </p></li><li><p>EXPERIMENT QUEUE </p><p>Lean Dashboard | Ash Maurya </p><p>Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012 </p><p>SUCCESS METRICS CURRENT METRICS </p><p>EXPERIMENTS </p><p>PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE </p><p>KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS </p><p>BUILD MEASURE LEARN </p><p>AARRR KEY METRICS REVENUE STREAMS </p><p>EXPERIMENT REPORT </p></li><li><p>EXPERIMENT QUEUE </p><p>Lean Dashboard | Ash Maurya </p><p>Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012 </p><p>SUCCESS METRICS CURRENT METRICS </p><p>EXPERIMENTS </p><p>PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE </p><p>KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS </p><p>BUILD MEASURE LEARN </p><p>20 Customers </p><p>200 Customers </p><p>2,000 Customers </p><p>8 weeks from now </p><p>1.5 years from now </p><p>3 years from now </p><p>Acquisition Activation </p><p>Revenue Retention </p><p>Referral 1,000 100% </p><p>800 80% </p><p>400 50% </p><p>200 50% </p><p>200 25% </p><p>$ 20,000 MRR </p><p>Oct 1 </p><p>1-Page SaaS Metrics will resonate strongly </p><p>1 </p><p>Experiment Title </p><p>2 </p><p>Experiment Title </p><p>3 </p><p>Experiment Title </p><p>4 </p><p>Experiment Title </p><p>5 </p><p>Experiment Title </p><p>1 </p><p>Experiment Title </p><p>2 </p><p>Experiment Title </p><p>3 </p><p>Experiment Title </p><p>4 </p><p>Experiment Title </p><p>5 </p><p>Experiment Title </p><p>6 </p><p>Experiment Title </p><p>7 </p><p>Experiment Title </p><p>Experiment Title </p><p>Aug 14 </p><p>Experiment Title </p><p>Aug 20 </p><p>Experiment Title </p><p>Aug 21 </p><p>Experiment Title </p><p>Jul 30 </p><p>Experiment Title </p><p>Aug 3 </p><p>Experiment Title </p><p>Jul 27 </p></li><li><p>Till Kubelke und Daniel Hanelt im Gesprch Absolventen der Hochschule und Entrepreneure seit der Uni </p></li><li><p>Vielen Dank. </p></li><li><p>Prozess Startup Analyse </p><p>Product </p><p>Strategy </p><p>Vision </p><p>Why </p><p>How What </p><p>Quelle: Ries, Eric (2011): The Lean Startup. New York 2011; Sinek, Simon (2009): Start With Why: How Great Leaders Inspire Everyone to Take Action </p></li><li><p>Lean Stack </p><p>Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012 </p><p>1 Lean Canvas </p><p>2 Lean Dashboard </p><p>3 Experiment Report </p><p>Why </p><p>How </p><p>What </p><p>Foliennummer 1Foliennummer 2Foliennummer 3Foliennummer 4Foliennummer 5Foliennummer 6Foliennummer 7Foliennummer 8Foliennummer 9Foliennummer 10Foliennummer 11Foliennummer 12Foliennummer 13Foliennummer 14Foliennummer 15Foliennummer 16Foliennummer 17Foliennummer 18Foliennummer 19Foliennummer 20Foliennummer 21Foliennummer 22Foliennummer 23Foliennummer 24Foliennummer 25Foliennummer 27Foliennummer 28Foliennummer 29Foliennummer 30Foliennummer 31Foliennummer 32Foliennummer 33Foliennummer 34Foliennummer 35Foliennummer 36Foliennummer 37</p></li></ul>