Table of Contents
Praise for Lean Analytics; ; Foreword; Preface; Who This Book Is For; How This Book Works; The Building Blocks; We’d Like to Hear from You; Safari® Books Online; Thanks and Acknowledgments; Stop Lying to Yourself; Chapter 1: We’re All Liars; 1.1 The Lean Startup Movement; 1.2 Poking a Hole in Your Reality Distortion Field; 1.3 Airbnb Photography—Growth Within Growth; Chapter 2: How to Keep Score; 2.1 What Makes a Good Metric?; 2.2 Qualitative Versus Quantitative Metrics; 2.3 Vanity Versus Real Metrics; 2.4 Eight Vanity Metrics to Watch Out For; 2.5 Exploratory Versus Reporting Metrics; 2.6 Circle of Moms Explores Its Way to Success; 2.7 Leading Versus Lagging Metrics; 2.8 Correlated Versus Causal Metrics; 2.9 Moving Targets; 2.10 HighScore House Defines an “Active User”; 2.11 Segments, Cohorts, A/B Testing, and Multivariate Analysis; 2.12 The Lean Analytics Cycle; 2.13 Evaluating the Metrics You Track; Chapter 3: Deciding What to Do with Your Life; 3.1 The Lean Canvas; 3.2 What Should You Work On?; 3.3 Create a Lean Canvas; Chapter 4: Data-Driven Versus Data-Informed; 4.1 How to Think Like a Data Scientist; 4.2 Lean Startup and Big Vision; Finding the Right Metric for Right Now; Chapter 5: Analytics Frameworks; 5.1 Dave McClure’s Pirate Metrics; 5.2 Eric Ries’s Engines of Growth; 5.3 Ash Maurya’s Lean Canvas; 5.4 Sean Ellis’s Startup Growth Pyramid; 5.5 The Long Funnel; 5.6 The Lean Analytics Stages and Gates; Chapter 6: The Discipline of One Metric That Matters; 6.1 Moz Tracks Fewer KPIs to Increase Focus; 6.2 Four Reasons to Use the One Metric That Matters; 6.3 Solare Focuses on a Few Key Metrics; 6.4 Drawing Lines in the Sand; 6.5 The Squeeze Toy; 6.6 Define Your OMTM; Chapter 7: What Business Are You In?; 7.1 About Those People; 7.2 The Business Model Flipbook; 7.3 Six Business Models; 7.4 Pick Your Business Model; Chapter 8: Model One: E-commerce; 8.1 What Mode of E-commerce Are You?; 8.2 A Practical Example; 8.3 WineExpress Increases Revenue by 41% Per Visitor; 8.4 Offline and Online Combinations; 8.5 Visualizing the E-commerce Business; 8.6 Wrinkles: Traditional E-commerce Versus Subscription E-commerce; 8.7 Key Takeaways; Chapter 9: Model Two: Software as a Service (SaaS); 9.1 Backupify’s Customer Lifecycle Learning; 9.2 Measuring Engagement; 9.3 Churn; 9.4 Visualizing the SaaS Business; 9.5 ClearFit Abandons Monthly Subscriptions for 10x Growth; 9.6 Wrinkles: Freemium, Tiers, and Other Pricing Models; 9.7 Key Takeaways; Chapter 10: Model Three: Free Mobile App; 10.1 Installation Volume; 10.2 Average Revenue Per User; 10.3 Percentage of Users Who Pay; 10.4 Churn; 10.5 Visualizing the Mobile App Business; 10.6 Wrinkles: In-App Monetization Versus Advertising; 10.7 Key Takeaways; Chapter 11: Model Four: Media Site; 11.1 Audience and Churn; 11.2 Inventory; 11.3 Performance and the Sessions-to-Clicks Ratio; 11.4 Ad Rates; 11.5 Content/Advertising Trade-off; 11.6 Visualizing the Media Business; 11.7 Wrinkles: Hidden Affiliates, Background Noise, Ad Blockers, and Paywalls; 11.8 Key Takeaways; Chapter 12: Model Five: User-Generated Content; 12.1 Visitor Engagement; 12.2 Content Creation and Interaction; 12.3 Engagement Funnel Changes; 12.4 Value of Created Content; 12.5 Content Sharing and Virality; 12.6 Notification Effectiveness; 12.7 Visualizing a UCG Business; 12.8 Wrinkles: Passive Content Creation; 12.9 Key Takeaways; Chapter 13: Model Six: Two-Sided Marketplaces; 13.1 What DuProprio Watches; 13.2 Rate at Which You’re Adding Buyers and Sellers; 13.3 Rate of Inventory Growth; 13.4 Buyer Searches; 13.5 Conversion Rates and Segmentation; 13.6 Buyer and Seller Ratings; 13.7 Visualizing a Two-Sided Marketplace; 13.8 Wrinkles: Chicken and Egg, Fraud, Keeping the Transaction, and Auctions; 13.9 Key Takeaways; Chapter 14: What Stage Are You At? Chapter; 14.1 Pick the Stage That You’re At; Chapter 15: Stage One: Empathy; 15.1 Metrics for the Empathy Stage; 15.2 This Is the Best Idea I’ve Ever Had! (or, How to Discover Problems Worth Solving); 15.3 Finding a Problem to Fix (or, How to Validate a Problem); 15.4 Signs You’ve Found a Problem Worth Tackling; 15.5 Running Lean and How to Conduct a Good Interview; 15.6 How to Avoid Leading the Witness; 15.7 Convergent and Divergent Problem Interviews; 15.8 How Do I Know If the Problem Is Really Painful Enough?; 15.9 Cloud9 IDE Interviews Existing Customers; 15.10 How Are People Solving the Problem Now?; 15.11 Are There Enough People Who Care About This Problem? (or, Understanding the Market); 15.12 What Will It Take to Make Them Aware of the Problem?; 15.13 A “Day in the Life” of Your Customer; 15.14 Finding People to Talk To; 15.15 Getting Answers at Scale; 15.16 LikeBright “Mechanical Turks” Its Way into TechStars; 15.17 Creating an Answers-at-Scale Campaign; 15.18 Build It Before You Build It (or, How to Validate the Solution); 15.19 Localmind Hacks Twitter; 15.20 Before You Launch the MVP; 15.21 Deciding What Goes into the MVP; 15.22 Measuring the MVP; 15.23 Static Pixels Eliminates a Step in Its Order Process; 15.24 A Summary of the Empathy Stage; 15.25 Should You Move to the Next Stage?; Chapter 16: Stage Two: Stickiness; 16.1 MVP Stickiness; 16.2 Iterating the MVP; 16.3 qidiq Changes How It Adds Users; 16.4 Premature Virality; 16.5 The Goal Is Retention; 16.6 Seven Questions to Ask Yourself Before Building a Feature; 16.7 How Rally Builds New Features with a Lean Approach; 16.8 How to Handle User Feedback; 16.9 The Minimum Viable Vision; 16.10 The Problem-Solution Canvas; 16.11 VNN Uses the Problem-Solution Canvas to Solve Business Problems; 16.12 A Summary of the Stickiness Stage; 16.13 Exercise #1: Should You Move to the Next Stage?; 16.14 Exercise #2: Have You Identified Your Biggest Problems?; Chapter 17: Stage Three: Virality; 17.1 The Three Ways Things Spread; 17.2 Metrics for the Viral Phase; 17.3 Beyond the Viral Coefficient; 17.4 Timehop Experiments with Content Sharing to Achieve Virality; 17.5 Instrumenting the Viral Pattern; 17.6 Growth Hacking; 17.7 A Summary of the Virality Stage; 17.8 Should You Move On to the Revenue Stage?; Chapter 18: Stage Four: Revenue; 18.1 Metrics for the Revenue Stage; 18.2 The Penny Machine; 18.3 Finding Your Revenue Groove; 18.4 Customer Lifetime Value > Customer Acquisition Cost; 18.5 Parse.ly and the Pivot to Revenue; 18.6 Market/Product Fit; 18.7 The Breakeven Lines in the Sand; 18.8 Revenue Stage Summary; Chapter 19: Stage Five: Scale; 19.1 The Hole in the Middle; 19.2 Metrics for the Scale Stage; 19.3 Is My Business Model Right?; 19.4 Buffer Goes from Stickiness to Scale (Through Revenue); 19.5 The Three-Threes Model; 19.6 Finding Discipline as You Scale; 19.7 A Summary of the Scale Stage; Chapter 20: Model + Stage Drives the Metric You Track; Lines in the Sand; Chapter 21: Am I Good Enough?; 21.1 WP Engine Discovers the 2% Cancellation Rate; 21.2 Average Isn’t Good Enough; 21.3 What Is Good Enough?; 21.4 Growth Rate; 21.5 Number of Engaged Visitors; 21.6 Pricing Metrics; 21.7 Socialight Discovers the Underlying Metrics of Pricing; 21.8 Cost of Customer Acquisition; 21.9 Virality; 21.10 Mailing List Effectiveness; 21.11 Uptime and Reliability; 21.12 Site Engagement; 21.13 Web Performance; 21.14 Make Your Own Lines in the Sand; Chapter 22: E-commerce: Lines in the Sand; 22.1 Conversion Rate; 22.2 Shopping Cart Abandonment; 22.3 Search Effectiveness; Chapter 23: SaaS: Lines in the Sand; 23.1 Paid Enrollment; 23.2 Freemium Versus Paid; 23.3 Upselling and Growing Revenue; 23.4 Churn; 23.5 OfficeDrop’s Key Metric: Paid Churn; Chapter 24: Free Mobile App: Lines in the Sand; 24.1 Mobile Downloads; 24.2 Mobile Download Size; 24.3 Mobile Customer Acquisition Cost; 24.4 Sincerely Learns the Challenges of Mobile Customer Acquisition; 24.5 Application Launch Rate; 24.6 Percent Active Mobile Users/Players; 24.7 Percentage of Mobile Users Who Pay; 24.8 Average Revenue Per Daily Active User; 24.9 Monthly Average Revenue Per Mobile User; 24.10 Average Revenue Per Paying User; 24.11 Mobile App Ratings Click-Through; 24.12 Mobile Customer Lifetime Value; Chapter 25: Media Site: Lines in the Sand; 25.1 Click-Through Rates; 25.2 Sessions-to-Clicks Ratio; 25.3 Referrers; 25.4 Engaged Time; 25.5 What Onsite Engagement Can Tell You About Goals and Behaviors; 25.6 Sharing with Others; 25.7 JFL Gags Cracks Up YouTube; Chapter 26: User-Generated Content: Lines in the Sand; 26.1 Content Upload Success; 26.2 Time on Site Per Day; 26.3 Reddit Part 1—From Links to a Community; 26.4 Engagement Funnel Changes; 26.5 Reddit Part 2—There’s Gold in Those Users; 26.6 Spam and Bad Content; Chapter 27: Two-Sided Marketplaces: Lines in the Sand; 27.1 Transaction Size; 27.2 What Etsy Watches; 27.3 Top 10 Lists; Chapter 28: What to Do When You Don’t Have a Baseline; Putting Lean Analytics to Work; Chapter 29: Selling into Enterprise Markets; 29.1 Why Are Enterprise Customers Different?; 29.2 Legacy Products; 29.3 The Enterprise Startup Lifecycle; 29.4 How Coradiant Found a Market; 29.5 So What Metrics Matter?; 29.6 The Bottom Line: Startups Are Startups; Chapter 30: Lean from Within: Intrapreneurs; 30.1 Span of Control and the Railroads; 30.2 Skunk Works for Intrapreneurs; 30.3 Changing—or Innovating to Resist Change?; 30.4 Stars, Dogs, Cows, and Question Marks; 30.5 Swiffer Gives Up on Chemistry; 30.6 Doritos Chooses a Flavor; 30.7 Working with an Executive Sponsor; 30.8 EMI Embraces Data to Understand Its Customers; 30.9 The Stages of Intrapreneur Lean Analytics; Chapter 31: Conclusion: Beyond Startups; 31.1 How to Instill a Culture of Data in Your Company; References and Further Reading; About the Authors; The Lean Series;
