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INNOVATION
ACCOUNTING
A Spark59 Case-Study


                       ASH MAURYA
                         @ashmaurya
                       ashmaurya.com
                          spark59.com
In God we trust,
all others bring data.

-W. Edwards Deming
Startups don’t starve,
they drown.

-Shawn Carolan, Menlo Ventures
What you wanted
WTF




What you wanted   The reality
01 Establish a standard measure of progress.
Financial accounting   Innovation Accounting
Dave McClure’s Pirate Metrics


              How do users find you?      ACQUISITION


Do users have a great first experience?   ACTIVATION


                Do users come back?      RETENTION


           How do you make money?        REVENUE


                 Do users tell others?   REFERRAL
02 Measure everything as a cohort.
You cannot step in the
same river twice.

-Heraclitus
Signups
Signups




   Activation
Signups




   Activation




                Paid Conversion
Signups




   Activation




                Paid Conversion
Signups




Activation




             Paid Conversion
Signups




Activation




 Paid Conversion
Ash Maurya Innovation Accounting - 2012 Lean Startup Conference
03 Focus on a single key metric.
2%
2%
Ash Maurya Innovation Accounting - 2012 Lean Startup Conference
04 Build a continuous feedback loop with
   customers for rapid hypothesis generation.
Ash Maurya Innovation Accounting - 2012 Lean Startup Conference
Ash Maurya Innovation Accounting - 2012 Lean Startup Conference
Ash Maurya Innovation Accounting - 2012 Lean Startup Conference
1. Too busy.
2. Need more information.
3. Just kicking tires.
1. Too busy.
2. Need more information.
3. Just kicking tires.
Ash Maurya Innovation Accounting - 2012 Lean Startup Conference
Results?
No significant impact.
Except...
Ash Maurya Innovation Accounting - 2012 Lean Startup Conference
Ash Maurya Innovation Accounting - 2012 Lean Startup Conference
Ash Maurya Innovation Accounting - 2012 Lean Startup Conference
REVISED

  03 Focus on a single key metric,
     but always monitor the full customer lifecycle.
A/B Tests




7-Day Course (A/B Test)
300 Participants have run this experiment.                             Time Range: July 9, 2012 - July 13, 2012


                      Control                       Hypothesis A   ?


               651 participants (50%)           652 participants (50%)

   activated   35%                              34%

   retention   31%                              45%

    referred   19%                              20%

      paid      2%                               4%




More data is needed to determine a winner.
Hypothesis A is currently winning with a 44% improvement and a 80% chance to beat the baseline.
Lifecycle Messaging

Day 1    Welcome + Week 1 Challenge



Day 3    Educational Content #1



Day 5    Educational Content #2
Lifecycle Messaging

Day 1     Welcome + Week 1 Challenge



Day 3     Educational Content #1



Day 5     Educational Content #2

                                        What happened #1   Help content       Offer help
Day 9     Check-in + Week 2 Challenge



Day 14    Educational Content #3



Day 20    Educational Content #4
                                        What happened #2   Help content       Offer help
          Check-in + Week 4 challenge
Day 24    + soft sell


Day 29    Offer Bonus
                                        Extend trial       Ask for feedback   Offer incentive


  ...
05 Metrics alone are not enough.
Standard Measure of
     Progress




                                 COHORT
                                  SPEED
                                 METRICS               Rapid Hypotheses
                                                         Formulation



                       SPLIT               LIFECYCLE
                      LEARNING
                      TESTING                FOCUS
                                           MESSAGING




Experiments
For an extended version of this talk, visit:
http://bit.ly/InnovationAccounting
THANKS!
For an extended version of this talk, visit:
http://bit.ly/InnovationAccounting

                    Lean Canvas


 Ash Maurya | Author, Running Lean | Founder, Spark59 | @ashmaurya

Life is too short to build something nobody wants

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Ash Maurya Innovation Accounting - 2012 Lean Startup Conference