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Startup Metrics 
Avatech November 2014 
@ghazalshi
The Goal of the Session 
• Learn the stage of your startup 
• Pick a metric to change 
• Find correlation and test causality 
• Optimize for the causal factor
Exercise: 5 min 
Write down the metrics that you are measuring
The core of the Lean is iteration 
Ideas 
Build 
Product 
Measure 
Learn 
Data
It is not about whether 
you can build it is about 
if anybody will care.
The core of the Lean is iteration 
Ideas 
Build 
Product 
Measure 
Learn 
Data 
Everyone’s idea is 
the best 
Here is where everything 
falls apart 
Everyone loves 
this part
Analytics can help 
Analytics is the measurement 
of movement toward your goals.
Some Fundamentals
What is a good metric? 
Understandable 
• If you are busy 
explaining the 
data, you 
won’t be 
acting upon it. 
Comparable 
• Comparison is 
context. 
A ratio 
• The only way 
to measure a 
metric 
Behavior 
changing 
• What will you 
do differently 
based on 
these data?
The Simple Rule
Metrics help you know yourself 
Customers that 
buy more than 1 
times in 90 days 
Then you are in 
this mode 
Your customers 
will buy from you You are just like Focus on 
1-15% Acquisition Once 70% of the retailers Low user acquisition 
cost, high checkout 
15-30% Hybrid 2-2.5 per year 20% of the retailers Increasing return 
rates, high market 
share 
>30% Loyalty >2.5 per year 10% of the retailers Loyalty, inventory
Tie the metric to a desired behavior
Startup Metrics
Beware of Vanity Metrics
Vanity Metrics to Watch Out For 
Hits 
Page views 
Visits 
Unique visitors 
Followers/friends/likes 
Time on page 
Emails collected 
Number of downloads
Startup Metrics
Startup Metrics
Startup Metrics
Examples 
• If a Facebook user reaches 7 friends in 10 days 
• If someone in Zynga comes back the day after signing up to play they 
will become loyal users. 
• A twitter user who follows certain number of users and a certain 
number of them follow him back 
• A linkedin member who get X connections in Y days
Startup Metrics
Startup Metrics
A leading, causal metric is a 
superhero.
Metrics
Eric’s 3 engines of startup growth
Dave’s Pirate Metrics 
Acquisition 
Activation 
Retention 
Revenue 
Referral
What Stage Are You At?
Startup Metrics
Exercise: 30 mins 
• We have talked a lot about this stage! 
• Share your questions and insight you got. 
• Explain why?
Stickiness
Virality
Scale: Incremental Order Cost
6 Business Model Archetypes
Startup Metrics
Acquisition
Activation
Retention
Revenue
Revenue
Startup Metrics
Just One?
Oh Yeah! Remember you are a 
startup!
What is good enough?
Startup Metrics
E-commerce 
• Conversion rate 
• Purchases per year 
• Average shopping cart size 
• Abandonment 
• CAC 
• Revenue per customer 
• Top key words driving traffic
2-sided Market 
• Buyer and seller growth 
• Inventory growth 
• Search effectiveness 
• Conversion funnels 
• Ratings 
• Pricings
Mobile App 
• Downloads 
• Launch rate 
• Percentage of active users 
• Percentage of users who pay 
• Time to first purchase 
• Rating click-through 
• Virality
SaaS 
• Attention 
• Enrollment 
• Stickiness 
• Conversion 
• CAC 
• Revenue per customer 
• Virality 
• Upselling
UGC 
• Number of engaged visitors 
• Content Creation 
• Engagement funnel changes 
• Value of created content 
• Content sharing
Media 
• Audience and churn 
• Ad inventory 
• Ad rates 
• CTR 
• Content/advertising balance
Exercise: 1 hour 
• Go back to your team 
• Based on your business model visualize the system that you are 
working in 
• Pick 5 metrics important to you 
• Choose an OMTM
Startup Metrics
Growth Hacking
E-commerce 
Metrics
Startup Metrics
Startup Metrics
Startup Metrics
Startup Metrics
Startup Metrics
• All the images in this presentation are taken from flickr.com and lean 
analytics. 
• The content where not specified is from Lean Analytics and Dave 
McClure’s metrics.

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Startup Metrics

  • 1. Startup Metrics Avatech November 2014 @ghazalshi
  • 2. The Goal of the Session • Learn the stage of your startup • Pick a metric to change • Find correlation and test causality • Optimize for the causal factor
  • 3. Exercise: 5 min Write down the metrics that you are measuring
  • 4. The core of the Lean is iteration Ideas Build Product Measure Learn Data
  • 5. It is not about whether you can build it is about if anybody will care.
  • 6. The core of the Lean is iteration Ideas Build Product Measure Learn Data Everyone’s idea is the best Here is where everything falls apart Everyone loves this part
  • 7. Analytics can help Analytics is the measurement of movement toward your goals.
  • 9. What is a good metric? Understandable • If you are busy explaining the data, you won’t be acting upon it. Comparable • Comparison is context. A ratio • The only way to measure a metric Behavior changing • What will you do differently based on these data?
  • 11. Metrics help you know yourself Customers that buy more than 1 times in 90 days Then you are in this mode Your customers will buy from you You are just like Focus on 1-15% Acquisition Once 70% of the retailers Low user acquisition cost, high checkout 15-30% Hybrid 2-2.5 per year 20% of the retailers Increasing return rates, high market share >30% Loyalty >2.5 per year 10% of the retailers Loyalty, inventory
  • 12. Tie the metric to a desired behavior
  • 14. Beware of Vanity Metrics
  • 15. Vanity Metrics to Watch Out For Hits Page views Visits Unique visitors Followers/friends/likes Time on page Emails collected Number of downloads
  • 19. Examples • If a Facebook user reaches 7 friends in 10 days • If someone in Zynga comes back the day after signing up to play they will become loyal users. • A twitter user who follows certain number of users and a certain number of them follow him back • A linkedin member who get X connections in Y days
  • 22. A leading, causal metric is a superhero.
  • 24. Eric’s 3 engines of startup growth
  • 25. Dave’s Pirate Metrics Acquisition Activation Retention Revenue Referral
  • 26. What Stage Are You At?
  • 28. Exercise: 30 mins • We have talked a lot about this stage! • Share your questions and insight you got. • Explain why?
  • 32. 6 Business Model Archetypes
  • 41. Oh Yeah! Remember you are a startup!
  • 42. What is good enough?
  • 44. E-commerce • Conversion rate • Purchases per year • Average shopping cart size • Abandonment • CAC • Revenue per customer • Top key words driving traffic
  • 45. 2-sided Market • Buyer and seller growth • Inventory growth • Search effectiveness • Conversion funnels • Ratings • Pricings
  • 46. Mobile App • Downloads • Launch rate • Percentage of active users • Percentage of users who pay • Time to first purchase • Rating click-through • Virality
  • 47. SaaS • Attention • Enrollment • Stickiness • Conversion • CAC • Revenue per customer • Virality • Upselling
  • 48. UGC • Number of engaged visitors • Content Creation • Engagement funnel changes • Value of created content • Content sharing
  • 49. Media • Audience and churn • Ad inventory • Ad rates • CTR • Content/advertising balance
  • 50. Exercise: 1 hour • Go back to your team • Based on your business model visualize the system that you are working in • Pick 5 metrics important to you • Choose an OMTM
  • 59. • All the images in this presentation are taken from flickr.com and lean analytics. • The content where not specified is from Lean Analytics and Dave McClure’s metrics.