Lightning Talk on an introduction to the Pirate Metrics based on Dave McClure's startup metrics - AARRR (Aquisition, Activation, Retention, Revenue, Referral) related to customer development and innovation. First presented at LAST Conference 2016

1. Chris Chan
@c2reflexions

2. Chris Chan | @c2reflexions

3. Chris Chan | @c2reflexions

4. Actionable
Chris Chan | @c2reflexions

5. The only metrics a
company should invest
energy in collecting are
those that help them
make decisions
Chris Chan | @c2reflexions

6. The three A’s of
metrics are:
Actionable,
Accessible, and
Auditable
- Eric Ries
Chris Chan | @c2reflexions

7. “AARRR”
Chris Chan | @c2reflexions

8. Acquisition
Activation
Retention
Revenue
Referral
Chris Chan | @c2reflexions

9. Acquisition
Is all about getting users
“Oh look, the Scumm Bar looks good, let’s go in”
Chris Chan | @c2reflexions

10. Activation
This is where your user’s enjoy their first visit and have
a “happy” experience
“Aarrr, this beer is good!!”
Chris Chan | @c2reflexions

11. Retention
If the user comes back you’ve retained
them
“I’m going back to the Scumm Bar for
another beer”
Chris Chan | @c2reflexions

12. Revenue
The user spends some money or can be connected to
revenue generation; this is what really counts
“Time to settle up lads”
Chris Chan | @c2reflexions

13. Referral
Users now like your product enough to tell others
“You should visit the Scumm Bar”
This is how you grow
Chris Chan | @c2reflexions

14. Acquisition
Activation
Retention
Revenue
Referral
User is interested
User signs up and completes key activity
User comes back and uses the product
User converts to a paying customer
User shares with others
Dave McClure
UnwareVisitor
Passionate, Happy Customer
Chris Chan | @c2reflexions

15. Chris Chan | @c2reflexions
Hopeful
Activation Revenue
Happy Customer
Retention
Passionate
Referral
The funnel is non-linear
Aware & interested
Acquisition Customer Factory

16. Remember “AARRR”
Acquisition
Activation
Retention
Revenue
Referral
Chris Chan | @c2reflexions

17. ExplorationExploitation

18. Chris Chan | @c2reflexions

19. @c2reflexions
c2reflexions.com

20. Image attributions
• Slide 1: Wikipedia
• Slide 2: i.ytimg.com/vi/2qm7b1GCQ74/maxresdefault.jpg
• Slide 3: www.moviesiveseen.co.uk/2016/02/zoolander-2001.html
• Slide 4: Southpark TV Show
• Slide 16: blogs.voices.com
• Secret of Monkey Island screenshots: LucasArts Entertainment