métricas para startups y técnicas de crecimiento
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STARTUP ASTRONAUTS*
Métricas para startups & Técnicas de CrecimientoA STARTUP ASTRONAUTS Experienced Workshop
STARTUP ASTRONAUTS*
Diseñéis y entendáis el funnel de conversión de
Hawkers
Calculéis el Customer Lifetime Value de un modelo e-commerce
Entendáis las variables de un scorecard en modelos
de suscripción (cloud)
STARTUP ASTRONAUTS*
¿Por qué queréis montar vuestra propia
empresa?
STARTUP ASTRONAUTS*
Starting a company is like throwing yourself off the cliff and assembling an airplane on the way down…
- Reid Hoffman, Linkedin
… and make it fly before you hit the ground!
“A startup is a temporary organization in search of a scalable, repeatable, profitable business model”
@HOLAASTRONAUTS
Steve Blank. The startup owner’s manual
“A startup is a human institution designed to create a new product or service under conditions of extreme uncertainty”
@HOLAASTRONAUTS
Eric Ries. Lean Startup.
“Growth hackers have a unique mentality among technologist and marketers. This mindset of data, creativity and curiosity allows a growth hacker to accomplish the feet of growing a user base into millions”
Andrew Chen Entrepreneur and technology writer
11 STARTUP ASTRONAUTS* © 2014 / Mission: UCJC / @HolaAstronauts
SCALABLE STARTUP TRANSITION LARGE
COMPANY
Startups search for the business model
Companies execute a business model
@HOLAASTRONAUTS
EL PROCESO FASES DE UNA STARTUP
12 STARTUP ASTRONAUTS* © 2014 / Mission: UCJC / @HolaAstronauts @HOLAASTRONAUTS
EL PROCESO FASES DE UNA STARTUP
Problem / Solution Fit
Product / Market Fit
Business / Model Fit
Do I have a problem worth solving?
Have I built something people want?
How do I accelerate growth?
On Paper
In Market
In the Bank
13 STARTUP ASTRONAUTS* © 2014 / Mission: UCJC / @HolaAstronauts @HOLAASTRONAUTS
EL PROCESO FASES DE UNA STARTUP
Problem / Solution Fit
Product / Market Fit
Business / Model Fit
Do I have a problem worth solving?
Have I built something people want?
How do I accelerate growth?
On Paper
In Market
In the Bank
FOCUS: Validated LearningEXPERIMENTS: Pivots
14 STARTUP ASTRONAUTS* © 2014 / Mission: UCJC / @HolaAstronauts @HOLAASTRONAUTS
EL PROCESO FASES DE UNA STARTUP
Problem / Solution Fit
Product / Market Fit
Business / Model Fit
Do I have a problem worth solving?
Have I built something people want?
How do I accelerate growth?
On Paper
In Market
In the Bank
FOCUS: GrowthEXPERIMENTS: Optimisations
STARTUP ASTRONAUTS*
Founder / Idea Fit
Customer / Problem Fit
Problem / Solution Fit
Product / Market Fit
Biz Model / Scale Fit
START INTERVIEW EXPERIMENT BUILD SCALE
Brainstorming Idea Evaluation
Purpose Founders
Founding Team
Lean Canvas Eco-system
Primary Users Primary Payers Target Problem
Customer Interv. Value Prop. & MVP
Value Proposition 1-Page Sketching
Risky Hypo Lean Experiments
Early Adopters HiFi MVP
Dev. Team Mature MVP Key Metrics Satisfaction
Brand Business Model
Revenue
Bootstrap Fund Team
Product Dev Social Media
Promotion Profit
MODEL TRACTION
EL PROCESO FASES DE UNA STARTUP
STARTUP ASTRONAUTS*
EL PROCESO FASES DE UNA STARTUP
How do we acquire, retain and grow
customers?
STARTUP ASTRONAUTS*
Business Model Canvas
37
8
Cust. Relationships Customer SegmentValue PropositionKey ActivitiesKey Partners
ChannelsKey Resources
Cost Structure Revenue Streams
16 2
4
9 5
STARTUP ASTRONAUTS*
3
Cust. RelationshipsThe Customer Relationships Building Block describes the types of relationships a company establishes with specific Customer Segments
Customer relationships may be driven by the following motivations:
• Customer acquisition• Customer retention• Boosting sales (upselling)
— Business Model Generation
It’s the Get/Keep/Grow Strategy!
STARTUP ASTRONAUTS*
CUSTOMER RELATIONSHIPS Physical Products - Get/Keep/Grow
KEEP CUSTOMERS
Earned & Paid Media
GET CUSTOMERS GROW CUSTOMERS
Awar
enes
s
Inte
rest
Cons
ider
atio
n
Purc
hase
Un-Bundling
Up-Sell
Cross-Sell
Referrals
Customer Check-in
Calls
Customer Satisfaction
Surveys
Product Updates
Loyalty Programs
Viral Loop
Viral Loop
STARTUP ASTRONAUTS*
CUSTOMER RELATIONSHIPS Web/Mobile Products - Get/Keep/Grow
KEEP CUSTOMERS
Earned & Paid Media
GET CUSTOMERS GROW CUSTOMERS
Acqu
ire
Activ
ate Up-Sell
Next-Sell
Cross-Sell
Referrals
Loyalty Programs
Blog, Email, Twitter
Product Updates
Outreach Programs
Viral Loop
Viral LoopContest, Events
Reve
nue
STARTUP ASTRONAUTS*
STARTUP ASTRONAUTS*
Break!
45 EOI + STARTUP ASTRONAUTS*© 2015 / NFOQUE
IT’S ALL ABOUT ACTIONABLE METRICS
STARTUP ASTRONAUTS*
Founder / Idea Fit
Customer / Problem Fit
Problem / Solution Fit
Product / Market Fit
Biz Model / Scale Fit
START INTERVIEW EXPERIMENT BUILD SCALE
Brainstorming Idea Evaluation
Purpose Founders
Founding Team
Lean Canvas Eco-system
Primary Users Primary Payers Target Problem
Customer Interv. Value Prop. & MVP
Value Proposition 1-Page Sketching
Risky Hypo Lean Experiments
Early Adopters HiFi MVP
Dev. Team Mature MVP Key Metrics Satisfaction
Brand Business Model
Revenue
Bootstrap Fund Team
Product Dev Social Media
Promotion Profit
MODEL TRACTION
STARTUP ASTRONAUTS*
TOP 10 METRICS
1/ Acquisition per Traffic Source
2/ Conversion Rate
3/ Churn Rate
4/ Customer Acquisition Cost
For Early Stage Startups
STARTUP ASTRONAUTS*
TOP 10 METRICS
5/ Customer Lifetime Value
6/ LTV:CAC
7/ Cash Burn Rate
8/ Net Promoting Score
For Early Stage Startups
STARTUP ASTRONAUTS*
9/ MRR
10/ ARPA
TOP 10 METRICSFor Early Stage Startups
STARTUP ASTRONAUTS*
TOP 10 METRICSFor Early Stage Startups
4/ Net Promoter Score
STARTUP ASTRONAUTS*
TOP 10 METRICSFor Early Stage Startups
5+6+7/ LTV : CAC
Sales + Mkt Costs
Acquired Customers
CAC = xLTV = Gross Profit Lifetime
LTV:CAC = LTV / CAC
87
STARTUP ASTRONAUTS* © 2014 / Mission: UCJC / @HolaAstronauts
Founder / Idea Fit
Customer / Problem Fit
Problem / Solution Fit
Product / Market Fit
Biz Model / Scale Fit
START INTERVIEW EXPERIMENT BUILD SCALE
Brainstorming Idea Evaluation
Purpose Founders
Founding Team
Lean Canvas Eco-system
Primary Users Primary Payers Target Problem
Customer Interv. Value Prop. & MVP
Value Proposition 1-Page Sketching
Risky Hypo Lean Experiments
Early Adopters HiFi MVP
Dev. Team Mature MVP Key Metrics Satisfaction
Brand Business Model
Revenue
Bootstrap Fund Team
Product Dev Social Media
Promotion Profit
MODEL TRACTION@HOLAASTRONAUTS
88Tu Verdadero Propósito
TU DESTINO
PASSION
STRENGTH
VALUES
Tu Idea de Negocio TU MISIÓN
Existe un gran problema? Está la gente dispuesta a pagar por él? Existe un gran por qué?
*Founder / Idea Fit
@HOLAASTRONAUTS
89
Tu Estrella Polar TU DESTINO
PASSION
STRENGTH
VALUES
Tu Idea de Negocio TU MISIÓN
SERENDIPIA*Founder / Idea Fit
@HOLAASTRONAUTS
90
MAXIMIZE SPEED+LEARNING+FOCUS
@HOLAASTRONAUTS
91
CREATE ACCESIBLE DASHBOARDS
@HOLAASTRONAUTS
VERIFY QUANTITATIVE VALIDATE QUALITATIVE
STARTUP ASTRONAUTS*
Muchas Gracias!
Slides y SaaS Dashboard
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