Download - Campus Party 2014 metricas para Startups
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Métricas para Startups@sauloarruda
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@sauloarruda• “Nasceu” desenvolvedor. Especialista em Melhoria do
Processo de Software
• Co-fundador e CEO da
• Presidente do
• Mentor do StartupFarm, Germinadora, Wayra e Aceleratech
• Casado, pai de 2 filhas, cozinheiro amador e músico aposentado
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“Lean Startup” Eric Ries
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http://www.amazon.com.br/A-Startup-Enxuta-ebook/dp/B00A3C4GAK/
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Contabilidade para inovação
1. Estabelecer a baseline
2. Ajustar o motor de crescimento
3. "Pivotar" ou perseverar
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http://www.amazon.com/Lean-Analytics-Better-Startup-Faster-ebook/dp/B00AG66LTM
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Uma boa métrica é
• Comparativa
• Compreensível
• Uma proporção ou um índice (ex. km/h)
• Mudam seu comportamento
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Métricas de vaidade vs
Métricas acionáveis
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On Metric That Matters (OMTM)
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Critérios e valores• Vai mudar
• É só uma
• Responde a questão mais importante
• Há um objetivo claro
• Foca no negócio como um todo
• Estimula experimentação
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Anos e anos atrás em uma terra distante
era uma vez…
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Vamos criar uma Startup!
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O que é Startup?
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Vamos criar uma Startup!
um APP!
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https://itunes.apple.com/br/app/fun-sounds-instant-buttons/id450584747?mt=8
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Download (x1000)
0
17,5
35
52,5
70
Nov/12 Jan/13 Mar/13 Mai/13 Jul/13 Set/13 Nov/13
Downloads iOS Downloads Android
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On Metric That Matters (OMTM)
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ASOApp Store Optimization
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Receitas (US$)
0
750
1500
2250
3000
Nov/12 Jan/13 Mar/13 Mai/13 Jul/13 Set/13 Nov/13
No Ads Admob Placed
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On Metric That Matters (OMTM)
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Métricas acionáveis• Downloads por país / idioma
• Receita vs tempo de uso
• Receita vs sessões
• % de aumento de receita vs frequência de notificações push
• Downloads vs ranking nas app stores
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http://www.amazon.com/Lean-Analytics-Better-Startup-Faster-ebook/dp/B00AG66LTM
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Business Model Flipbook
• Canal de aquisição
• Tática de venda
• Modelo de receita
• Tipo de produto
• Modelo de distribuição
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Canal de aquisiçãoComo um visitante, cliente ou usuário fica sabendo
sobre sua Startup
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Canal de aquisição• Anúncios pagos
• SEM
• Social Media
• Viralidade inerente
!
!
• Viralidade artifical
• Marketing de afiliados
• Public Relations
• Ecossistema/marketplace
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Tática de vendaO que a Startup faz para convencer um visitante ou
usuário a se tornar um cliente pagante
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Tática de venda• Compra simples
• Descontos e incentivos
• Free trial
• Freemium
!
!
• Pagar por privacidade
• Free-to-play (com In App Purchase)
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Modelo de receitaComo a Startup extrai dinheiro de seus visitantes,
usuários ou clientes
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Modelo de receita• One-time transaction
• Assinatura recorrente
• Taxa de consumo
!
!
!
• Cliques em anúncios
• Venda de dados
• Doação
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Tipo de produtoO que sua Startup faz pelo retorno que recebe
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Tipo de produto• Software
• Plataforma
• Merchandising
• User-generated content
!
• Marketplace
• Media/content
• Serviço
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Modelo de distribuição
Como o produto chega até o cliente
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Modelo de distribuição• Serviço hospedado
• Entrega digital
• Entrega física
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Canal de aquisição
Tática de venda
Modelo de receita
Tipo de produto
Modelo de distribuição
• Viralidade inerente, viralidade artificial
• Freemium
• Assinatura recorrente
• Plataforma
• Serviço hospedado, entrega digital
• Compartilhar arquivos com outros, espaço grátis quando outros se cadastram
• Contas grátis com capacidade limitada, assina quando precisar de mais
• US$ 99 / ano
• Storage-as-a-service com APIs, colaboração, ferramentas de sincronização
• Cloud storage, interface web, cliente desktop
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Perguntas?
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Obrigado!
@sauloarruda!
Slides em http://slideshare.net/sauloarruda