1. PRODUCT
AUDIENCE
CUSTOMER LIFECYCLE
LIFETIME VALUE
Predict how much a user is worth over his/her entire relationship with your
product to know how much youcan spend on acquisition and retention.
Calculate Lifetime Value (LTV) by asking how much a user spends ($value),
how o en (daily, monthly, etc.) and for how long (months).
According to Dave McClure and its pirate metrics, startups need
to get customers through 5 key stages:AARRR - Acquisition,
Activation, Retention, Referral, and Revenue.Know where your
customers are and optimize at each stage.To turn the equation
Cost per Acquisition (CPA) to LTV into your favor youcan either
lower your CPA (e.g.by improving your paid acquisition targeting)
or increase your LTV (e.g.by improving your retention period).
Growth. Marketing. Branding. Positioning.
Katharina Stiegelmar
katharinastiegelmar.com
LTV = order value x order frequency x customer lifetime
Cost
Low
Medium
Low
Medium
Impact
High
Medium
High
Medium
Time
Low
Medium
High
Low
Ideas
Perfect World
SEM
Content
Paid acquisition
Make something people want
Build for and with your customers, know
what they want, and find the message
that resonates with them.
Calculate how much a user is worth
Define your metrics & channels
QUANTIFY & PRIORITIZE
2.Brainstorm ideas
and quantify your
results according to
cost, time, impact,
targeting, and
control.This will be
different for each
business.
3.Prioritize according
to your capacity,
budget, and time
constraints.
Go for it
PRODUCT MARKET FIT
IMPLEMENTATION
Go ahead and implement your ideas.Use qualitative and
quantitative data to inform your predictions.Choose 1-2
channels at a time and define your test period.Analyze the
outcome and optimize.Double down on channels that work
and skip the ones that don't.Then start over again.
Good luck!
THE PROCESS
TO GROWTH
STEP 1
STEP 2
STEP 3
STEP 4
No silver bullet. No magic hack. A methodical approach.
According to Sean Ellis, you have reached product
market fit if 40% of your customers would be
very disappointed if they could not use your product.
Acquisition
Activation
Retention
Referral
Revenue
Targeting
High
High
Medium
High
Control
High
High
High
Medium
Predict
Prioritize
Test
Measure
Analyse
Optimize
Source
Tradecra @ tradecra ed.com
Sean Ellis @ startup-marketing.com
Brian Balfour @ coelevate.com
Dave McClure @ 500hats.com
1.Define your KPI's (Key Performance Indicators), be sure to include a time period, and know what
youare optimizing for:Learning?Volume?Cost?