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Métricas para Startups

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Apresentação feita no Papaya Ventures, em Fev/2013, com foco em métricas, growth, e contextualização do framework AARRR (Startup Metrics For Pirates), do Dave McClure.

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Métricas para Startups

  1. 1. MÉTRICAS PARASTARTUPS rafaeldahis Papaya Ventures 18.02.13
  2. 2. rafaeldahis24 anosengenheiro de computação, UFRJ métricasgerente de produto no Peixe Urbano
  3. 3. PRODUTO ≠ STARTUP ≠ EMPRESA
  4. 4. PRODUTO ≠ STARTUP ≠ EMPRESA PRIMEIRO
  5. 5. QUEPRODUTO É ESSE?
  6. 6. virtualCANAL físico físico virtual PRODUTO
  7. 7. E ISSO MUDA virtual MUITACANAL COISA! físico físico virtual PRODUTO
  8. 8. custos fazer é mais baratoagilidade mudar é mais rápidométricas medir é mais fácil
  9. 9. por que medir?entender e otimizar.
  10. 10. </intro><viagem>
  11. 11. PRODUTO
  12. 12. PRODUTOo mundo lá fora
  13. 13. APOSTOque vocês já ouviram isto:
  14. 14. Trabalhei mesesparar criar meu PRODUTO. Quando lancei, ninguém usou.
  15. 15. PRODUTO >
  16. 16. customer developmentOh, há usuários lá fora! growth
  17. 17. vamos falar de growth(mas custdev também tem renderia um papo legal sobre métricas)
  18. 18. PRODUTO
  19. 19. PRODUTO usuários $$ = receita, conteúdo, conexões, engajamento, dados
  20. 20. def. lucro:RECEITA >DESPESA
  21. 21. PRODUTOusuários $(custo) (receita)
  22. 22. PRODUTOcusto/usuário receita/usuário
  23. 23. PRODUTO CPA LTV cost per lifetimeacquisition value
  24. 24. meu ridículo teorema de growthLTV > CPA
  25. 25. meu ridículo teorema de growthmax( LTV – CPA )
  26. 26. CPAcustos e fricção LTV engajamento de aquisição
  27. 27. AARRR Dave McClure
  28. 28. AARRR 2. ACTIVATION1. ACQUISITION 5. REVENUE 4. REFERRAL 3. RETENTION
  29. 29. AARRR1. ACQUISITION COMO OS CARAS CHEGAM?O QUE FAZER?Ads, SEO, Email, Mídias Sociais, Blogs, Biz Dev, Imprensa…O QUE MEDIR?Custo/Visita, Conversões (qualidade da visita). CPA
  30. 30. AARRR2. ACTIVATION O QUE OS CARAS FAZEM DEPOIS DISSO?O QUE FAZER?Otimização de Landing Page, muito trabalho de UX, definição de metasO QUE MEDIR?Conversões, bouce-rate, tempo na página CPA
  31. 31. AARRR3. RETENTION ESSES CARAS VOLTAM?O QUE FAZER?Newsletter/Digest, Event-based messages, Push-notifications, Réguade emails durante ciclo de vidaO QUE MEDIR?Open-Rate, Click-Rate, WAU/MAU LTV
  32. 32. AARRR4. REFERRAL ELES CHAMAM OS AMIGOS?O QUE FAZER?Criação/Otimização do Loop Viral (pensar em benefícios eferramentas), Campanhas e concursosO QUE MEDIR?Conversão do Loop Viral, K-factor CPA LTV
  33. 33. AARRR5. REVENUE ELES PAGAM???O QUE FAZER?Pensar bom modelo de negócios. Se vira mané.O QUE MEDIR?LTV, Receita por fonte/mídia LTV
  34. 34. QUIZ AARRR• muitas visitas, alto bounce rate, pouco tempo no site?• muitas visitas, poucos cadastros?• visitas estáveis, alta % de novos usuários ?• CPA (custo por cadastro) = CPC * conversão em cadastro ?• pouco tráfego de referência, busca e direto?• poucos assinantes premium?
  35. 35. DICASOpa. A hora para crescer é agora? (não jogue dinheiro/tempo fora, vá encontrar o tal product-market-fit antes)
  36. 36. DICASquem curte métrica vaidosa é o G1 (e seus amiguinhos do Face, talvez) fácil: diga não às métricas absolutas visitas, pageviews, cadastros…
  37. 37. DICASMEDIR TUDO = MEDIR NADA
  38. 38. DICAS FOCO(A, A, R, R ou R?)
  39. 39. DICAS um passo de cada vez1. Construir (activation + retention)2. Distribuir (acquisition + referral)3. Faturar (revenue)
  40. 40. DICAS OMTM(one metric that matters)
  41. 41. DICASclassifique o backlog(este projeto é A, A, R, R ou R?)
  42. 42. DICASquem é o DONO da métrica?
  43. 43. DICASdificuldade de priorização? vista a fantasia da OMTM.
  44. 44. DICAS quando? todo dia.Definitivamente não intraday.Melhor que semanalmente.
  45. 45. DICAS facilite as medidas. se não, na prática, não vai rolar.[dashboards, relatórios, biblioteca de queries, configuração de metas, ferramentas de análise de funil]
  46. 46. DICAS mobile?mesmo raciocínio, ferramental diferente[outras táticas, boas práticas, medidas, ferramentas…]
  47. 47. CRIATIVIDADE para MEDIR vale a pena investir neste canal?
  48. 48. perguntas?
  49. 49. MÉTRICAS PARASTARTUPS rafaeldahis Papaya Ventures 18.02.13

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