Lean startups en el mundo real ejemplos y metricas
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The document outlines the strategies for launching personalized urban alert systems as a lean startup, emphasizing customer needs, market validation, and iterative development. It details the importance of effective metrics for acquisition, activation, retention, referral, and revenue (AARRR), while warning against common pitfalls like overbuilding and premature press engagement. Key recommendations include focusing on a large potential market, prioritizing user experience, and testing concepts with minimal investment.
Lean startups en el mundo real ejemplos y metricas
- 1. #SGStartups
- 2. Lean Startups in the Real World Hugo Stevens Startup Factory
- 4. How it started Personalized urban alert system Personalized intelligent alert system for urban areas, based on mobile devices to aggregate aBen;on from a large number of poten;al users.
- 6. Current App
- 7. User growth
- 9. How to get there: Reference Models
- 10. Keep it Simple: Key ques;ons in the real world • Market: – Who is the customer? What’s their pain? How much would they pay? • Solu6on: – What features to build? Are features feasible to build/offer? • Go-‐to-‐market: – Which Channels? What’s the cost per channel? Scalable? • Business Model: – Sources of revenue? Costs? Plan vs. Real? Profitable?
- 11. The Process: Find the right combina;on
- 12. Tools • Customer interviews – Problem interview – Solu;on interview • Product Prototyping – Open source plaQorms (Wordpress, etc.) – Amazon Web Services, web providers (SMS) • Metrics & Analy6cs – Google Analy;cs – Offline sta;s;cs • Financial modeling – Predicted model @ Excel – Updates based on real metrics
- 13. The process: Step by Step Build + Measure + Learn 1. Unbounce + Google AdWords 2. Keynotopia 3. Weebly + dummy content + basic Google Analy;cs 4. Wordpress + themes + real content + conversions @ Google Analy;cs 5. AdWords + FB ads + LinkedIn Ads + social distribu;on 6. Version 1.0 + advanced Google Analy;cs 7. Version 2.0 + usage metrics (mix panel)
- 14. Key: The Not To Do List Don’t: 1. Speak to the press on day one 2. Build a complete product from the ground up 3. Think about your idea for 6 months 4. Build an architecture for 1,000,000,000 users 5. Try to change users’ behavior 6. Add 1,000 features 7. Start with a big team
- 15. The Process: how to know if you’re right? AARRR 1. Acquisi;on 2. Ac;va;on 3. Reten;on 4. Referral 5. Revenue
- 16. Which metrics go where? (and in what order) Metrics vs. element to validate 1. Market metrics: Acquisi;on & Ac;va;on • Search volume, CTR 2. Product metrics: Ac;va;on & Reten;on • Conversion %, A/B tests for features, reten;on 3. Distribu;on metrics: Acquisi;on & Referrals • Cost per channel, volume per channel, viral coefficient 4. Business Model metrics: Revenue + all others • Revenue per user, LTV Metrics per unit (i.e. %’s)! (vs. vanity metrics)
- 17. Real World Metrics • Key metrics: – Users looking for traffic informa;on (market pain): – CTR: 15% for main keywords, 3% overall – Interviews with customers confirming need for personalized alerts
- 18. Real World Metrics • Key metrics: – Users finding the product interes;ng (product features): – Conversion: 12% overall (80% complete registra;on process) – Started lower; ini;ally about 50% dropped during registra;on process. Improved design, overhauled registra;on process – Customer Acquisi;on Cost: made adjustments that cut it in half – Aner registra;on, between 40%-‐50% of users clicked on links for smartphone versions of the applica;on (1. BB 2. iPhone 3. Android) – Distribu;on of mobile apps at Appstores doubled user base in 4 weeks – without promo;onal ac;vi;es
- 19. Real World Metrics • Other hypotheses: – Imperfect/incomplete product s;ll beBer than alterna;ves – Sharing FB/personal info is ok for users (also faster/simpler) – Simplicity in interface is key (vs. compe;;on) – Confirm CTR @ different mediums (cell phones vs. smartphones, display ads vs. clickable ads, personalized coupons, etc.) – Confirm CPC and who pays (agencies vs. marke;ng departments)
- 20. Lessons Learned Lessons & recommenda6ons 1. Pick a large poten;al market to begin with 2. Focus on what users are already trying to do 3. At the beginning, it’s Pass/Fail, not A/B 4. Mobile first (and it’s very different from desktop) 5. Don’t push features – test your roadmap 6. Do quick experiments – start with the expected results 7. It’s not about money -‐ tes;ng a whole concept can cost as liBle as $500 USD 8. Almost anything can be tested: physical products, physical distribu;on, etc. 9. Distribu;on is king – consider all channels (online & offline) and mul;ple plaQorms 10. React quickly – the market doesn’t wait
- 21. Summary of results Key numbers: 1. User growth: ~3.5X 2. Pageviews growth: ~10X 3. Pages/vist growth: ~2.5x 4. User acquisi;on reduc;on: ~10X
- 22. Next Steps To infinity and beyond (but only the paranoid survive)
- 23. Tools Learn to use all of these: 1. In-‐person interviews 2. Unbounce 3. Wordpress + themes 4. Google Analy;cs 5. AdWords/FB ads/AdMob/LinkedIn ads 6. Social media tools 7. Keynotopia 8. Paypal 9. MixPanel 10. Lean Launch Lab 11. Phone calls 12. Stands @ physical stores/flyers/etc
- 24. Contact Hugo Stevens www.StartupFactory.com.mx Disruptors.mx @hugostevens