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#METRICS
for Startups
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
PAUL BOYCE, CoFounder & CEO
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
awesome session on #startup #metrics by
@paulmboyce @popcornmetrics
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
startup = growth.http://www.paulgraham.com/growth.html
metrics exist to help you grow
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
metrics
= data.
without data, you’re
guessing.
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
Funnel metrics
Retention metrics
Channel metrics
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
Quick Exercise (2 mins):
1. Write your top 3-5 metrics (watch daily)
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Metrics Serve You
i. measure growth
ii. set growth goals
iii. track growth improvement.
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What makes a good metric?
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
A “Good” Metric is:
Ratio/Rate: “%, per hr/day”
Comparative: “vs last week”
Actionable: “not vanity”
Understandable: “whole team”
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
What’s more useful?
1000 signups - quantity
1000 signups/wk - speed
7% more signups/wk (than last wk) - acceleration
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a good metric
changes
your
behaviour
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The One Metric
that Matters
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FUNNEL METRICS
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Pirate Metrics
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Deep Conversions: Playmode
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www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
Funnel Strategy:
left ------------------------------> right
uber& micro
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
awesome session on #startup #metrics by
@paulmboyce @popcornmetrics
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
RETENTION METRICS
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
“keeping as
many users for
as long as
possible.”
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
value
if you aren’t retaining:
● low LTV
● limited channels
● less referrals
● no value?
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
“If you don’t have
good retention,
nothing else
matters.”
Brian Balfour, VP
Growth, Hubspot
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
BAD
Retention
COHORTS SHRINK
SOURCE: Dan Wolchonok
(Hubspot)
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
GOOD
Retention
COHORTS RETAIN
SOURCE: Dan Wolchonok
(Hubspot)
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
How to build
a retention curve:
go read this article:
bit.ly/retention-curve
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
so, how do I
improve retention?
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
Average
Retention: 1.5
m Android
apps
SOURCE: QUETTRA / ANDREW
CHEN
http://andrewchen.co/new-data-shows-
why-losing-80-of-your-mobile-users-is-
normal-and-that-the-best-apps-do-
much-better/
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
Retention:
Top 5000
Android
apps
SOURCE: QUETTRA /
ANDREW CHEN
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
Day 1 retention
has a massive impact.
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
GOAL: Push
the curve up.
prioritise
d1, w1
SOURCE: POPCORNMETRICS.COM
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
find the value.
look at onboarding.
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
connect people with what
makes them stick. ASAP!
facebook: connect friends (10 in 14 days)
zapier: create your first Zap
airbnb: find that first “cool” listing
trello: create project, add coworkers
intercom.io: install JS, send first message
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
Benchmarks.
(how well are you doing?)
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
SaaS:
Start Trial: 5-10%
Subscribe: 15-25%
Churn: 2% <5%
-------------------------------------------------------------------------------------
Upsell 20% (annual $)
TRIALS: 20% serious | 20% casual | 60% curious
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
user content:
pinterest: 14 mins, tumblr: 21 mins, facebook:60 mins
Time on Site: 17mins / day
-------------------------------------------------------------------------------------
5-15% generate content
80% content < 2% of users
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
e-commerce:
amazon: 9.6%, ebay: 11.5%
-------------------------------------------------------------------------------------
startups: 1-3%
2% -> 10% : loyal | skus | repeat
4.5% mobile searches >> purchase
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
5-7% weekly growth
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
http://www.paulgraham.com/growth.html
awesome session on #startup #metrics by
@popcornmetrics
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
CHANNEL METRICS
Google Analytics
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
Channel Report + Events
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
“which channels
bring
the best users?”
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
Channel Report + Events
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
Exercise (Part 2):
1. How many are good?
2. Can you eliminate any?
3. What could you add?
4. How would you measure retention?
5. What is your funnel?
6. Could you drive from just one metric for
the next x months?
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
that blog post (again):
bit.ly/retention-curve
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
Process.
turning guesses into facts
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
1. get a baseline.
2. get inspiration.
3. prioritise ideas.
4. run experiments.
5. measure results.
6. learn what works.
7. repeat.
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
7step
formula:
Process.
discipline + focus
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
Levers:
AirBnb - photo session
Facebook - 7 friends
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
awesome session on #startup #metrics by
@popcornmetrics
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
I’m inspired by:
Alex Schultz (VP Growth Facebook),
Brian Balfour (VP Growth Hubspot),
Dan Wolchonok (Growth Hubspot)
Andrew Chen (essays on growth)
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
3 months FREE
for Lisbon Challengers
signup at: http:
//PopcornMetrics.com
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
here’s the code:
LC2016H1100X13
questions?
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics
thank you.
www.popcornmetrics.com info@popcornmetrics.com @popcornmetrics

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Metrics for Startups: Learn about Funnel, Retention and Channel Metrics