the unofficial simpsons guide to startup marketing metrics - elan mosbacher
DESCRIPTION
The Unofficial Simpsons Guide To Startup Marketing Metrics is a trimmed down outline of the board, management & marketing level startup metrics I presented to MBA students at Kellogg on 10/28/2014. This is a high level guide to some of the numbers your should be paying attention to when you invest in, run or work at a startup company.TRANSCRIPT
![Page 1: The Unofficial Simpsons Guide To Startup Marketing Metrics - Elan Mosbacher](https://reader033.vdocuments.us/reader033/viewer/2022042614/557d589cd8b42ad14f8b4705/html5/thumbnails/1.jpg)
THE UNOFFICIAL SIMPSONS GUIDE TO STARTUP MARKETING METRICS
Elan Mosbacher | @mosbacher
![Page 2: The Unofficial Simpsons Guide To Startup Marketing Metrics - Elan Mosbacher](https://reader033.vdocuments.us/reader033/viewer/2022042614/557d589cd8b42ad14f8b4705/html5/thumbnails/2.jpg)
ELAN MOSBACHER | @mosbacher “Mosbacher . . . that’s a dumb name.” - Bart Simpson
Elan Mosbacher | @mosbacher
![Page 3: The Unofficial Simpsons Guide To Startup Marketing Metrics - Elan Mosbacher](https://reader033.vdocuments.us/reader033/viewer/2022042614/557d589cd8b42ad14f8b4705/html5/thumbnails/3.jpg)
AGENDA: STARTUP METRICS
Investors Management Marketing
Elan Mosbacher | @mosbacher
![Page 4: The Unofficial Simpsons Guide To Startup Marketing Metrics - Elan Mosbacher](https://reader033.vdocuments.us/reader033/viewer/2022042614/557d589cd8b42ad14f8b4705/html5/thumbnails/4.jpg)
INVESTOR METRICS
Elan Mosbacher | @mosbacher
![Page 5: The Unofficial Simpsons Guide To Startup Marketing Metrics - Elan Mosbacher](https://reader033.vdocuments.us/reader033/viewer/2022042614/557d589cd8b42ad14f8b4705/html5/thumbnails/5.jpg)
INVESTOR METRICS
• Market Size
• People + Process + Technology
• Top-Line Growth (e.g. Revenue, active users)
• Lifetime Value : Customer Acquisition Cost
• Payback
Elan Mosbacher | @mosbacher
![Page 6: The Unofficial Simpsons Guide To Startup Marketing Metrics - Elan Mosbacher](https://reader033.vdocuments.us/reader033/viewer/2022042614/557d589cd8b42ad14f8b4705/html5/thumbnails/6.jpg)
MANAGEMENT METRICS
Elan Mosbacher | @mosbacher
![Page 7: The Unofficial Simpsons Guide To Startup Marketing Metrics - Elan Mosbacher](https://reader033.vdocuments.us/reader033/viewer/2022042614/557d589cd8b42ad14f8b4705/html5/thumbnails/7.jpg)
MANAGEMENT OPERATIONAL METRICS
y = x1 + x2 + x3
Elan Mosbacher | @mosbacher
![Page 8: The Unofficial Simpsons Guide To Startup Marketing Metrics - Elan Mosbacher](https://reader033.vdocuments.us/reader033/viewer/2022042614/557d589cd8b42ad14f8b4705/html5/thumbnails/8.jpg)
MARKETING METRICS
![Page 9: The Unofficial Simpsons Guide To Startup Marketing Metrics - Elan Mosbacher](https://reader033.vdocuments.us/reader033/viewer/2022042614/557d589cd8b42ad14f8b4705/html5/thumbnails/9.jpg)
STARTUP PARKING METRICS: “AARRR”
Acquisition
Activation
Retention
Referral
Revenue
![Page 10: The Unofficial Simpsons Guide To Startup Marketing Metrics - Elan Mosbacher](https://reader033.vdocuments.us/reader033/viewer/2022042614/557d589cd8b42ad14f8b4705/html5/thumbnails/10.jpg)
Step 1: Acquisition
Elan Mosbacher | @mosbacher
![Page 11: The Unofficial Simpsons Guide To Startup Marketing Metrics - Elan Mosbacher](https://reader033.vdocuments.us/reader033/viewer/2022042614/557d589cd8b42ad14f8b4705/html5/thumbnails/11.jpg)
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
![Page 12: The Unofficial Simpsons Guide To Startup Marketing Metrics - Elan Mosbacher](https://reader033.vdocuments.us/reader033/viewer/2022042614/557d589cd8b42ad14f8b4705/html5/thumbnails/12.jpg)
Step 2: Activation
Elan Mosbacher | @mosbacher
![Page 13: The Unofficial Simpsons Guide To Startup Marketing Metrics - Elan Mosbacher](https://reader033.vdocuments.us/reader033/viewer/2022042614/557d589cd8b42ad14f8b4705/html5/thumbnails/13.jpg)
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
![Page 14: The Unofficial Simpsons Guide To Startup Marketing Metrics - Elan Mosbacher](https://reader033.vdocuments.us/reader033/viewer/2022042614/557d589cd8b42ad14f8b4705/html5/thumbnails/14.jpg)
Step 3: Retention
Elan Mosbacher | @mosbacher
![Page 15: The Unofficial Simpsons Guide To Startup Marketing Metrics - Elan Mosbacher](https://reader033.vdocuments.us/reader033/viewer/2022042614/557d589cd8b42ad14f8b4705/html5/thumbnails/15.jpg)
Step 3: Retention How To Get Users To Come Back
• Sticky product
• Email reminders
• Push notifications
• Annual contracts
• Loyalty Program
Elan Mosbacher | @mosbacher
![Page 16: The Unofficial Simpsons Guide To Startup Marketing Metrics - Elan Mosbacher](https://reader033.vdocuments.us/reader033/viewer/2022042614/557d589cd8b42ad14f8b4705/html5/thumbnails/16.jpg)
Step 4: Referral
Elan Mosbacher | @mosbacher
![Page 17: The Unofficial Simpsons Guide To Startup Marketing Metrics - Elan Mosbacher](https://reader033.vdocuments.us/reader033/viewer/2022042614/557d589cd8b42ad14f8b4705/html5/thumbnails/17.jpg)
Step 4: Referral How to get users to tell their friends
• Awesome product
• Viral loop
• Refer-a-friend program
Elan Mosbacher | @mosbacher
![Page 18: The Unofficial Simpsons Guide To Startup Marketing Metrics - Elan Mosbacher](https://reader033.vdocuments.us/reader033/viewer/2022042614/557d589cd8b42ad14f8b4705/html5/thumbnails/18.jpg)
Step 5: Revenue
Elan Mosbacher | @mosbacher
![Page 19: The Unofficial Simpsons Guide To Startup Marketing Metrics - Elan Mosbacher](https://reader033.vdocuments.us/reader033/viewer/2022042614/557d589cd8b42ad14f8b4705/html5/thumbnails/19.jpg)
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
![Page 20: The Unofficial Simpsons Guide To Startup Marketing Metrics - Elan Mosbacher](https://reader033.vdocuments.us/reader033/viewer/2022042614/557d589cd8b42ad14f8b4705/html5/thumbnails/20.jpg)
Next Steps:
1. Share these slides
2. Follow @mosbacher for similar content
Elan Mosbacher | @mosbacher