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THE UNOFFICIAL SIMPSONS GUIDE TO STARTUP MARKETING METRICS Elan Mosbacher | @mosbacher
THE UNOFFICIAL SIMPSONS GUIDE TO STARTUP MARKETING METRICS
Elan Mosbacher | @mosbacher
ELAN MOSBACHER | @mosbacher “Mosbacher . . . that’s a dumb name.” - Bart Simpson
Elan Mosbacher | @mosbacher
AGENDA: STARTUP METRICS
Investors Management Marketing
Elan Mosbacher | @mosbacher
INVESTOR METRICS
Elan Mosbacher | @mosbacher
INVESTOR METRICS
• Market Size
• People + Process + Technology
• Top-Line Growth (e.g. Revenue, active users)
• Lifetime Value : Customer Acquisition Cost
• Payback
Elan Mosbacher | @mosbacher
MANAGEMENT METRICS
Elan Mosbacher | @mosbacher
MANAGEMENT OPERATIONAL METRICS
y = x1 + x2 + x3
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MARKETING METRICS
STARTUP PARKING METRICS: “AARRR”
Acquisition
Activation
Retention
Referral
Revenue
Step 1: Acquisition
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Step 1: Acquisition Ways To Get To Users To Your Website or App
Search Engine Optimization Pay-Per-Click Advertising Public Relations Content Marketing Display Advertising CPM / CPC / CPL / CPA Social Advertising: Facebook, LinkedIn, Twitter Social Media Partnerships With Upstream Vendors Manual Outreach Inbound Marketing
Elan Mosbacher | @mosbacher
Step 2: Activation
Elan Mosbacher | @mosbacher
Step 2: Activation How To Get Users To Sign Up
Compelling Value Proposition
UX + Design
A/B Testing
Conversion Rate Optimization
Benefits vs. Features
Clear Call-to-Action (e.g. Press Any Key)
Resources: Whitepapers, case studies, guides
Elan Mosbacher | @mosbacher
Step 3: Retention
Elan Mosbacher | @mosbacher
Step 3: Retention How To Get Users To Come Back
• Sticky product
• Email reminders
• Push notifications
• Annual contracts
• Loyalty Program
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Step 4: Referral
Elan Mosbacher | @mosbacher
Step 4: Referral How to get users to tell their friends
• Awesome product
• Viral loop
• Refer-a-friend program
Elan Mosbacher | @mosbacher
Step 5: Revenue
Elan Mosbacher | @mosbacher
Step 5: Revenue Ways To Make Money • Advertising: Google, Hulu, Pandora • Commerce: Zappos, Groupon, iTunes • Subscription: Salesforce, Shopify, Dropbox • Peer-to-Peer: Lending Club, TaskRabbit, Etsy • Transaction Processing: Paypal, Braintree • Licencing: Sesame Street, Sencha, Adobe • Data: ComScore, Chango • Mobile: WhatsApp, AdMob, SpotHero • Gaming: Zynga, World of Warcraft
Elan Mosbacher | @mosbacher
Next Steps:
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