of 35 /35
Lean Startup Dr. Judith Gentz Fachhochschule Wedel | 8. Juni 2016 4 Startup-Analytics

The Lean Startup - Startup Analytics

Embed Size (px)

Citation preview

Page 1: The Lean Startup - Startup Analytics

Lean Startup Dr. Judith Gentz Fachhochschule Wedel | 8. Juni 2016 4 Startup-Analytics

Page 2: The Lean Startup - Startup Analytics

4 Startup Analytics

Teil 1

Startup Analytics

Teil 2

Till Kubelke und Daniel Hanelt im Gespräch

Absolventen der FH Wedel und seit der Uni über 15 Jahre überzeugte Unternehmer

Page 3: The Lean Startup - Startup Analytics

Validiertes Lernen ist ein Prozess, der empirisch nachweist,

dass ein Team wichtige Wahrheiten über die

gegenwärtigen und zukünftigen

Geschäftsaussichten entdeckt hat.

Quelle: Ries, Eric (2011): The Lean Startup. New York 2011

Page 4: The Lean Startup - Startup Analytics

Validiertes Lernen

Build

Measure Learn

Experiment

Metric Hypothesis

Quelle: Ries, Eric (2011): The Lean Startup. New York 2011

Page 5: The Lean Startup - Startup Analytics

? Was sind Metriken bei einem Startup?

Visits

Logins

Satisfaction

Clicks

Usage

Returns Shares

Access

Sign-ups

Downloads

Tell friends

Payments

Gross Profit

ROI (Return on Invest)

Life Time Value

Churn Rate

Conversionrates

Month-on-month Growth Customer Acquisition Costs

Cost per Action

Active Users

Revenue Recurring Revenue

Page 6: The Lean Startup - Startup Analytics

Accessible Auditable

Actionable

3 A‘s of metrics

ties specific, repeatable actions to observed results

can be understood by entire team

go behind the numbers

Quelle: Ries, Eric (2011): The Lean Startup. New York 2011

Page 7: The Lean Startup - Startup Analytics

Einfache Charts

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

Page 8: The Lean Startup - Startup Analytics

Fortschritt kommunizieren

Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012

Page 9: The Lean Startup - Startup Analytics

Problem/ Solution-Fit

Product/ Market-Fit Scale

Start here! Achieve this

Traction

Time

Lean Startup Stages

Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012

Page 10: The Lean Startup - Startup Analytics

Problem/ Solution-Fit

Product/ Market-Fit Scale

Traction

Time

Lean Startup Stages

Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012

Interviews

Demos

Videos

Landing Page

MVP Minimum

Viable Product

Page 11: The Lean Startup - Startup Analytics

Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012

Problem Interview Skript

Page 12: The Lean Startup - Startup Analytics

1. Persönliches Feedback z.B. via Blogs, Kunden-Interviews

2. Offene Fragen/zuhören, was Leute sagen z.B. via Communities

3. Kundenfeedback und Bedarfe ermitteln z.B. via Umfragen mit und ohne monetären Anreiz

4. Substanzielles Feedback durch Vorbestellungen z.B. via Crowdfunding Plattformen, Bestellungen

5. Kundenversprechen testen/Kundensegmente ermitteln z.B. via Test Ads

Quelle: Teten, David (2015): 10 Experiments to Test Your Startup Hypothesis, http://www.entrepreneur.com/article/243528

Weitere Experimente Phase 1: Problem-Solution-Fit

Page 13: The Lean Startup - Startup Analytics

6. Nutzungs- und Verwendungsexperimente z.B. via A/B-Testings, Prototypen-Designs

7. Feedback über die Verwendung z.B. Gespräche mit echten Kunden über die Benutzung des Prototypen

Quelle: Teten, David (2015): 10 Experiments to Test Your Startup Hypothesis, http://www.entrepreneur.com/article/243528

Experimente Phase 2: Product-Market-Fit

Page 14: The Lean Startup - Startup Analytics

8. Kundensegmentierung z.B. Verkaufsversprechen für welche Zielgruppen, Google Adwords-Analyse mit Kohorten- und Conversiontracking

9. Channel-Analyse (welcher Kanal erzielt die höchste Markttraktion) z.B. Cross-Promotion, Channel-Tests Influencer-Analyse

10. Weiterempfehlungen (mit und ohne monetären Anreiz)

Quelle: Teten, David (2015): 10 Experiments to Test Your Startup Hypothesis, http://www.entrepreneur.com/article/243528

Experimente Phase 2: Product-Market-Fit

Page 15: The Lean Startup - Startup Analytics

Build

Measure Learn

Idea Code

Data Quelle: http://theleanstartup.com/principles

MVP Minimum Viable Product

Page 16: The Lean Startup - Startup Analytics

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

Page 17: The Lean Startup - Startup Analytics

Minimum Viable

Product Idea Creation

Feature Priori-

tisation

Implement Feature

Test Feature

Collect Feedback

& Data

Customer Analysis

Different Base

Product Pivot

Page 18: The Lean Startup - Startup Analytics

Time

Test Software Test Business Model

Software Product Concierge Product

Hardware Product Physical Product

Test Hardware Test Business Model Test Software

Launch MVP

€€

Launch MVP

In Anlehnung an: Chen, Elaine (2013): Lean Startup, Hardware Edition, http://de.slideshare.net/chenelaine/lean-startup-hardware-edition-20563840, S. 52

Page 19: The Lean Startup - Startup Analytics

Video Trailer Concierge MVP Mechanical Turk Boomerang Analog/physical Dry-Wallet High Hurdle

Lean Experiment Techniques

Kramer, the Movie Expert

Quelle: Cooper, Brant (2014): Lean Experiment Techniques, http://www.movestheneedle.com/enterprise-lean-startup-experiment-examples/

Page 20: The Lean Startup - Startup Analytics

Experiment Report | Ash Maurya

Background What are you trying to learn or achieve?

Results Enter your qualitative/quantitative data.

Validated Learning Summarize your learning from the experiment. [VALIDATED or INVALIDATED]

Next Action What is the next experiment?

Falsifiable Hypotheses Declare your expected outcome. Use this format: [Specific Repeatable Action] will [Expected Measurable Outcome]

Details How will you setup this experiment?

Title: [TITLE] Author: [NAME] Created: [DATE]

Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012

Page 21: The Lean Startup - Startup Analytics

Pirate Metrics

Acquisition

Activation

Retention

Referral

Revenue

Customer Funnel

How do users find you?

Do users have a great first experience?

Do users come back?

Do users tell others?

How do you make money?

Quelle: McClure, Dave (2007) Startup Metrics for Pirates.

Page 22: The Lean Startup - Startup Analytics

5 Step Web-Startup Metric Model

Activation

Acquisition

Referral

Retention

Revenue

AARRR

Quelle: McClure, Dave (2007) Startup Metrics for Pirates.

Page 23: The Lean Startup - Startup Analytics

1. Problem/Solution-Fit Activation & Retention 2. Product/Market-Fit Acquisition & Referral 3. Skalierung Revenue & Profitability

Prozess

Quelle: McClure, Dave (2007) Startup Metrics for Pirates.

Page 24: The Lean Startup - Startup Analytics

Activation 1st visit happy experience

Homepage/ Landing Page

Product Features

Was machen die Nutzer bei Ihrem ersten Besuch? Schlüssel-Metriken

− Pages per visit − Time on site − Conversions

Quelle: McClure, Dave (2007) Startup Metrics for Pirates.

Page 25: The Lean Startup - Startup Analytics

Retention come back multiple usage

Warum kommen Nutzer zurück und wie oft?

Schlüssel-Metriken

− Quelle der Wiederkehrer − Wiederkehrrate − Conversions − Nutzerloyalität − Session-Länge

E-Mails, Alerts

System-Events, Time-based features

Blogs, RSS, News Feeds

Quelle: McClure, Dave (2007) Startup Metrics for Pirates.

Page 26: The Lean Startup - Startup Analytics

Acquisition come from various channels

Wo kommen die Nutzer her?

Schlüssel-Metriken je Quelle

− Anzahl Nutzer − Kosten − Conversion

SEO

SEM Social

Networks

PR

Blogs

Campaigns, Contents

Biz Dev Direct, Tel, TV

Domains

Apps, Widgets

E-Mail

Affiliates

Quelle: McClure, Dave (2007) Startup Metrics for Pirates.

Page 27: The Lean Startup - Startup Analytics

Referral like product enough refer to others

Wie empfehlen Nutzer das Produkt weiter?

Schlüssel-Metriken

− % Einladungen X − # Einladungen Y − % akzeptierte

Einladungen Z Viral Growth Factor = X*Y*Z

Viral Loops

E-Mail Widgets

Affiliates Contests

Quelle: McClure, Dave (2007) Startup Metrics for Pirates.

Page 28: The Lean Startup - Startup Analytics

Revenue monetization behavior

Wie verdiene ich Geld?

Schlüssel-Metriken

− Minimum Umsatz − Break-even Umsatz − Profitabilität

Ads, Lead Generation,

Subscriptions, Ecommerce

Biz Dev

Quelle: McClure, Dave (2007) Startup Metrics for Pirates.

Page 29: The Lean Startup - Startup Analytics

Beispiel

Stage Conversion Status Conv. % Est. Value

Acquisition Visitors on Site/Widget/Landing Page (2+ pages, 10+ sec, 1+ clicks = don‘t abandon)

60% $ 0.05

Activation „Happy“ 1st visit; Usage/Signup (clicks/time/pages, email/profile reg, feature usage)

15% $ 0.25

Retention Users come back; Multiple visits (1-3x visits/mo; email/feed, open rate/CTR)

5% $ 1

Referral Users refer others (cust sat >= 8, viral g factor > 1 1% $ 5

Revenue User pay; Generate $$$ (first rev, break-even, target profitability)

1% $ 50

Quelle: McClure, Dave (2007) Startup Metrics for Pirates.

Page 30: The Lean Startup - Startup Analytics

EXPERIMENT QUEUE

Lean Dashboard | Ash Maurya

Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012

SUCCESS METRICS CURRENT METRICS

EXPERIMENTS

PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE

KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS

BUILD MEASURE LEARN

AARRR KEY METRICS REVENUE STREAMS

EXPERIMENT REPORT

Page 31: The Lean Startup - Startup Analytics

EXPERIMENT QUEUE

Lean Dashboard | Ash Maurya

Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012

SUCCESS METRICS CURRENT METRICS

EXPERIMENTS

PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE

KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS

BUILD MEASURE LEARN

20 Customers

200 Customers

2,000 Customers

8 weeks from now

1.5 years from now

3 years from now

Acquisition Activation

Revenue Retention

Referral 1,000 100%

800 80%

400 50%

200 50%

200 25%

$ 20,000 MRR

Oct 1

1-Page SaaS Metrics will resonate strongly

1

Experiment Title

2

Experiment Title

3

Experiment Title

4

Experiment Title

5

Experiment Title

1

Experiment Title

2

Experiment Title

3

Experiment Title

4

Experiment Title

5

Experiment Title

6

Experiment Title

7

Experiment Title

Experiment Title

Aug 14

Experiment Title

Aug 20

Experiment Title

Aug 21

Experiment Title

Jul 30

Experiment Title

Aug 3

Experiment Title

Jul 27

Page 32: The Lean Startup - Startup Analytics

Till Kubelke und Daniel Hanelt im Gespräch Absolventen der Hochschule und Entrepreneure seit der Uni

Page 33: The Lean Startup - Startup Analytics

Vielen Dank.

Page 34: The Lean Startup - Startup Analytics

Prozess Startup Analyse

Product

Strategy

Vision

Why

How What

Quelle: Ries, Eric (2011): The Lean Startup. New York 2011; Sinek, Simon (2009): Start With Why: How Great Leaders Inspire Everyone to Take Action

Page 35: The Lean Startup - Startup Analytics

Lean Stack

Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012

1 Lean Canvas

2 Lean Dashboard

3 Experiment Report

Why

How

What