Lecture: 24 April 2018

1. Lean Startup
Dr. Judith Grummer (Gentz)
Fachhochschule Wedel | 25. April 2018
Traction/Growth Hacking & Startup-Analytics

2. „Treat your first 100
customers like gold.“
Alexis Ohanian, Co-Founder reddit

4. „We are fanatical about
creating meaningful
relationships with our users“
Kevin Hale, Co-Founder wufoo

6. „Traction is a sign that
something is working.“
Gabriel Weinberg, Founder
DuckDuckGo

7. „A startup is a company
designed to grow fast.“
Paul Graham,
Co-Founder Y-Combinator
Bildquelle: https://bootstrapping.dk/wp-content/uploads/2018/04/1960-1-1.jpg

8. Problem/
Solution-Fit
Product/
Market-Fit
Scale
Start here! Achieve this
Traction
Time
Lean Startup Stages
Making
something
people want
Marketing
something
people want
Dominate the
market
„Do things
that don‘t
scale“

9. Growth Hacking | Sean Ellis
Quelle: Sean Ellis (2010) Term „Growth Hacker“ / Arnoux, David (2014) Growth Hacking: The Mindset. The Framework. The Tools. Some Hacks, Slideshare
David vs. Golliath
You are David
Software
Engineering &
Automation
Data Analytics
& Testing
Creative
Marketing
Test by hand
then automate
and code
Know your
customers by heart
Measure (almost)
everything

10. Validiertes
Lernen
Build
MeasureLearn
Experiment
MetricHypothesis
Quelle: Ries, Eric (2011): The Lean Startup. New York 2011 / Lennarz, Hendrik (2017) Growth Hacking mit Strategie, Köln 2017
Ein Hacker verfolgt ein
bestimmtes Ziel und
probiert verschiedenste
Methoden aus, um in ein
System einzudringen.

11. P.S.: I Love You. Get your free
E-Mail at hotmail
Bildquelle: http://www.omninnov.com/wp-content/uploads/2016/03/courbe-Hotmail-600x320.jpg

12. The Bullseye Framework | Gabriel Weinberg, Justin Mares
Quelle: Weinberg, Gabriel; Mares, Justin (2015) Traction: How any startup can achieve explosive customer growth, St. Ives 2015
1
2
3
Core-
Channel
1. Targeting
Blogs
2. Publicity
3. Unconven-
tional PR
4. SEM
5.Social &
Display
Ads
6.Offline
Ads
7. SEO
9.Email
Marketing
10.Viral
Marketing
8.Content
Marketing
11. Engineering
as Marketing
12. Business
Development
13. Sales
14.Affiliate
Programs
15. Existing
Platforms
16.Trade
Shows
17. Offline
Events
18.Speaking
Engage-
ments
19. Community
Building
II Middle Ring: What‘s
probable (by hand)
1. Was kostet ein Neukunde,
der über diesen Kanal
akquiriert wird?
2. Wie viele Kunden können
über diesen Kanal maximal
erreicht werden?
3. Sind die Kunden, die über
diesen Kanal akquiriert
werden können, die
Richtigen?
I Outer Ring:What‘s possible
Brainstroming
III Inner Ring:
What‘s working
Den zentralen Kanal finden.
Traction Testing
IV Redo after Testing
Traction Goal

13. Focus
Learning
Speed
Running Lean
Das Handeln in einem
Lean Innovation Process
ist ein schneller,
kontinuierlicher Vorgang.
Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012

14. Ein klarer
Plan für
„Growth
Hacking“
- Experimente
- Optimierung
- Anpassung
1. Ein Ziel zur Zeit
2. Wissen, was man
messen möchte
3. Wissen, wann man den
Stecker zieht

15. Growth
Results
Metric
KPI
Key Performance
Indicator
 Business Performance
 Grad der Zielerreichung
 Status des (strat.)
Fortschritts
 Business Prozesse
 Iteratives
Management
 Kann zum KPI
werden
KPIs müssen ein für das Business
wesentlichen Outcome mit einem
bestimmten Ziel über einen festgelegten
Zeitraum anzeigen (max. 10 KPIs)
Metrics messen das Ergebnis bestimmter
Geschäftsprozesse im täglichen Handeln.
Sie werden für die Optimierung einzelner
Aktivitäten herangezogen.

16. ?
Was sind Metriken/
Key Performance Indicators (KPIs)
bei einem Startup?
Visits
Logins
Satisfaction Clicks
Usage
Returns
SharesAccess
Sign-ups
Downloads
Tell friends
Payments
Gross Profit
ROI (Return on Invest)
Life Time Value
Churn Rate
Conversionrates
Month-on-month Growth
Customer Acquisition Costs
Cost per Action
Active Users
Revenue
Recurring Revenue

17. Accessible
Auditable
Actionable
3 A‘s of metrics
ties specific,
repeatable actions
to observed
results
can be
understood by
entire team
go behind the
numbers
Quelle: Ries, Eric (2011): The Lean Startup. New York 2011

18. Vorgehen
Schritt 1: Wichtigstes Geschäftsziel definieren
Bsp. Zalando (Schuhe): Schuhe verkaufen
Bsp. Airbnb: Zimmer vermieten
Schritt 2: KPIs definieren
Bsp. Zalando: Anzahl verkaufter Schuhe
Bsp. Airbnb: 1. Anzahl bereitgestellter Zimmer
2. Anzahl vermieteter Zimmer
Schritt 3: Conversion Funnel definieren
Bsp. Zalando: Host: Visited a page > clicked on „list my space“ >
clicked „continue“ > clicked „validate“
Bsp. Airbnb: Guest: Visited a page > clicked on a place to rent >
clicked book > clicked on „make payment“
Quelle: Arnoux, David (2014) Growth Hacking: The Mindset. The Framework. The Tools. Some Hacks, Slideshare

20. Acquisition
Activation
Retention
Referral
Revenue
Customer Funnel
How do users
find you?
Do users have
a great first
experience?
Do users come
back?
Do users tell
others?
How do you
make money?
Quelle: McClure, Dave (2007) Startup Metrics for Pirates.
Pirate
Metrics

21. 5 Step Web-Startup Metric Model
Activation
Acquisition
Referral
Retention
Revenue
Quelle: McClure, Dave (2007) Startup Metrics for Pirates.

22. 1. Problem/Solution-Fit
Activation & Retention
2. Product/Market-Fit
Acquisition & Referral
3. Skalierung
Revenue & Profitability
Prozess
Quelle: McClure, Dave (2007) Startup Metrics for Pirates.

23. Activation
1st visit
happy experience
Homepage/
Landing Page
Product
Features
Was machen die Nutzer bei
Ihrem ersten Besuch?
Schlüssel-Metriken
 Pages per visit
 Time on site
 Conversions
Quelle: McClure, Dave (2007) Startup Metrics for Pirates.

24. Retention
come back
multiple usage
Warum kommen Nutzer
zurück und wie oft?
Schlüssel-Metriken
 Quelle der Wiederkehrer
 Wiederkehrrate
 Conversions
 Nutzerloyalität
 Session-Länge
E-Mails, Alerts
System-Events, Time-
based features
Blogs, RSS,
News Feeds
Quelle: McClure, Dave (2007) Startup Metrics for Pirates.

25. Acquisition
come from various
channels
Wo kommen die Nutzer her?
Schlüssel-Metriken je Quelle
 Anzahl Nutzer
 Kosten
 Conversion
SEO
SEM
Social
Networks
PR
Blogs
Campaigns,
Contents
Biz DevDirect,
Tel, TV
Domains
Apps,
Widgets
E-Mail
Affiliates
Quelle: McClure, Dave (2007) Startup Metrics for Pirates.

26. Referral
like product enough
refer to others
Wie empfehlen Nutzer das
Produkt weiter?
Schlüssel-Metriken
 % Einladungen X
 # Einladungen Y
 % akzeptierte
Einladungen Z
Viral Growth Factor = X*Y*Z
Viral
Loops
E-Mail
Widgets
Affiliates
Contests
Quelle: McClure, Dave (2007) Startup Metrics for Pirates.

27. Revenue
monetization
behavior
Wie verdiene ich Geld?
Schlüssel-Metriken
 Minimum Umsatz
 Break-even Umsatz
 Profitabilität
Ads, Lead
Generation,
Subscriptions,
Ecommerce
Biz Dev
Quelle: McClure, Dave (2007) Startup Metrics for Pirates.

28. Beispiel
Stage Conversion Status Conv. % Est. Value
Acquisition Visitors on Site/Widget/Landing Page
(2+ pages, 10+ sec, 1+ clicks = don‘t abandon)
60% $ 0.05
Activation „Happy“ 1st visit; Usage/Signup
(clicks/time/pages, email/profile reg, feature usage)
15% $ 0.25
Retention Users come back; Multiple visits
(1-3x visits/mo; email/feed, open rate/CTR)
5% $ 1
Referral
Users refer others
(cust sat >= 8, viral g factor > 1
1% $ 5
Revenue User pay; Generate $$$
(first rev, break-even, target profitability)
1% $ 50
Quelle: McClure, Dave (2007) Startup Metrics for Pirates.

29. Acquisition
Activation
Retention
Referral
Revenue
+ UTM TrackersHow do users find you?
Do users have a great first experience?
Do users come back?
Do users tell others?
How do you make money?
Quelle: McClure, Dave (2007) Startup Metrics for Pirates / In Anl.: Arnoux, David (2014) Growth Hacking: The Mindset. The Framework. The Tools. Some Hacks, Slideshare
Conversion Funnel | Tracking-Tools
Ereignisbasierte Tracking Tools (Bsp.)
+ „home made“ tools

30. Einfache Charts
Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012
http://de.slideshare.net/LeanStartupConf/ash-maurya-slides-2013

31. Fortschritt kommunizieren
Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012

32. EXPERIMENT QUEUE
Lean Dashboard | Ash Maurya
Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012
SUCCESS METRICS CURRENT METRICS
EXPERIMENTS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
AARRRKEY METRICS
REVENUE STREAMS
EXPERIMENT
REPORT

33. EXPERIMENT QUEUE
Lean Dashboard | Ash Maurya
Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012
SUCCESS METRICS CURRENT METRICS
EXPERIMENTS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
20
Customers
200
Customers
2,000
Customers
8 weeks from
now
1.5 years from
now
3 years from
now
Acquisition Activation
Revenue Retention
Referral
1,000
100%
800
80%
400
50%
200
50%
200
25%
$ 20,000
MRR
Oct 1
1-Page SaaS
Metrics will
resonate
strongly
1
Experiment
Title
2
Experiment
Title
3
Experiment
Title
4
Experiment
Title
5
Experiment
Title
1
Experiment
Title
2
Experiment
Title
3
Experiment
Title
4
Experiment
Title
5
Experiment
Title
6
Experiment
Title
7
Experiment
Title
Experiment
Title
Aug 14
Experiment
Title
Aug 20
Experiment
Title
Aug 21
Experiment
Title
Jul 30
Experiment
Title
Aug 3
Experiment
Title
Jul 27

34. Vielen Dank.

35. Problem/
Solution-Fit
Product/
Market-Fit
Scale
Traction
Time
Lean Startup Stages
Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012
Interviews
Demos
Videos
Landing
Page
MVP
Minimum
Viable
Product

36. Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012
Problem
Interview
Skript

37. 1. Klare Vorstellung vom
Kunden/Zielgruppe haben
2. Frei machen von allen
Vorstellungen über die
Lösung/das Produkt
3. Fragen zum Abklärung der
risikoreichsten Annahmen
Interview-
Vorbereitung
Quelle: NG, Grace (2014),: Quick Tips for Effective Customer Interviews, http://uxceo.com/post/80877539095/quick-tips-for-effective-customer-interviews
!

38. 1. Niemals damit starten, dass man
an einer Idee arbeitet
2. Keine Suggestivfragen stellen
3. Keine theoretischen Szenarien
4. Keine Fragen im Konjunktiv
5. Keine Fragen, die mit „ja“ oder
„nein“ beantwortet werden
können.
Interview-
Technik
Don‘ts
Quelle: NG, Grace (2014),: Quick Tips for Effective Customer Interviews, http://uxceo.com/post/80877539095/quick-tips-for-effective-customer-interviews

39. 1. Gesprächspartner im Kontext der
Zielgruppe einordnen
2. Immer über vergangenes
Verhalten fragen
3. w-Fragen mit „wer“, „was“,
„warum“, „wann“, „wo“ und „wie“
4. Am Ende Kontaktdaten und
Option zum Intro zu anderen
5. Nicht Eltern oder Freunde fragen
Interview-Technik
Do‘s
Quelle: NG, Grace (2014),: Quick Tips for Effective Customer Interviews, http://uxceo.com/post/80877539095/quick-tips-for-effective-customer-interviews

40. 1. Persönliches Feedback z.B. via
Blogs, Kunden-Interviews
2. Offene Fragen/zuhören, was Leute
sagen z.B. via Communities
3. Kundenfeedback und Bedarfe
ermitteln z.B. via Umfragen mit
und ohne monetären Anreiz
4. Substanzielles Feedback durch
Vorbestellungen z.B. via
Crowdfunding Plattformen, Pre-
Orders
5. Kundenversprechen
testen/Kundensegmente ermitteln
z.B. via Test Ads
Quelle: Teten, David (2015): 10 Experiments to Test Your Startup Hypothesis, http://www.entrepreneur.com/article/243528
Weitere
Experimente
Phase 1:
Problem-
Solution-Fit

41. 6. Nutzungs- und
Verwendungsexperimente z.B.
via A/B-Testings, Prototypen-
Designs
7. Feedback über die
Verwendung z.B. Gespräche
mit echten Kunden über die
Benutzung des Prototypen
Quelle: Teten, David (2015): 10 Experiments to Test Your Startup Hypothesis, http://www.entrepreneur.com/article/243528
Experimente
Phase 2:
Product-
Market-Fit

42. 8. Kundensegmentierung z.B.
Verkaufsversprechen für welche
Zielgruppen, Google Adwords-
Analyse mit Kohorten- und
Conversiontracking
9. Channel-Analyse (welcher Kanal
erzielt die höchste Markttraktion)
z.B. Cross-Promotion, Channel-
Tests Influencer-Analyse
10. Weiterempfehlungen (mit und
ohne monetären Anreiz)
Quelle: Teten, David (2015): 10 Experiments to Test Your Startup Hypothesis, http://www.entrepreneur.com/article/243528
Experimente
Phase 2:
Product-
Market-Fit

43. Build
MeasureLearn
Idea
Code
Data
Quelle: http://theleanstartup.com/principles
MVP
Minimum Viable Product

44. A minimum viable product (MVP) is
the "version of a new product which
allows a team to collect the
maximum amount of validated
learning about customers with the
least effort“.
Eric Ries

45. Minimum
Viable
Product Idea
Creation
Feature
Priori-
tisation
Implement
Feature
Test
Feature
Collect
Feedback
& Data
Customer
Analysis
Different
Base
Product Pivot

46. Time
Test Software Test Business Model
Software Product
Concierge Product
Hardware Product
Physical Product
Test Hardware Test Business ModelTest Software
Launch
MVP
€€
Launch
MVP
In Anlehnung an: Chen, Elaine (2013): Lean Startup, Hardware Edition, http://de.slideshare.net/chenelaine/lean-startup-hardware-edition-20563840, S. 52

47. Video Trailer
Concierge MVP
Mechanical Turk
Boomerang
Analog/physical
Dry-Wallet
High Hurdle
Lean Experiment Techniques
Quelle: Cooper, Brant (2014): Lean Experiment Techniques, http://www.movestheneedle.com/enterprise-lean-startup-experiment-examples/
Kramer, the Movie Expert

48. Experiment Report | Ash Maurya
Background
What are you trying to learn or achieve?
Results
Enter your qualitative/quantitative data.
Validated Learning
Summarize your learning from the experiment.
[VALIDATED or INVALIDATED]
Next Action
What is the next experiment?
Falsifiable Hypotheses
Declare your expected outcome.
Use this format:
[Specific Repeatable Action] will
[Expected Measurable Outcome]
Details
How will you setup this experiment?
Title: [TITLE] Author: [NAME] Created: [DATE]
Quelle: Maurya, Ash (2012): Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol/CA 2012