How To Find Your Company’s North Star Metric and Build a Digital Growth Team

@meetsomnox | hello@meetsomnox.com | meetsomnox.com
How To Find Your Company’s North
Star Metric and Build a Digital
Growth Team
Hands-on tips to grow to hyperspace
Julian Jagtenberg hi@julianjagtenberg.com julianjagtenberg.com @JMJagtenberg

@JMJagtenberg
julian@meetsomnox.com
julianjagtenberg.com
Hi.

The North Star Metric
The single metric that best captures the core value that your
product/service delivers to customers.
*Optimizing your efforts to grow this metric is key to driving sustainable growth across your
full customer base.

It helps teams move beyond driving fleeting, surface-level growth to
instead focus on generating long-term retained customer growth.
Align your team for social impact.

Finding your north star metric
The One Metric That Matters Most

Examples
Airbnb: Night’s Booked
*Captures the value delivered to
both guests and hosts
Facebook: Daily Active Users
(DAU)
*with more users on the Facebook
platform the team is able to
optimize everyone’s feed to deliver
more value to users.

To uncover your North Star Metric, you must
understand the value your most loyal customers
get from using your product.

Then you should try to
quantify this value in a
single metric

When growth is broken to actual value delivered
to customers it becomes clear that this is not just a
marketing responsibility.

Exercise
Give it a try!
Write down some ideas for your OMTM
The One Metric That Matters Most

4 Reasons OMTM is misleading
Good North star metrics are an output metric

How to grow your north star metric
A framework approach

@somnoxtherobot | info@somnox.nl | getsomnox.com

Ideate

Capture every Idea

Modelleer de concurrent
“You can always tell who the
pioneers are because they have
arrows in their back and are lying
face down in the dirt”

Rank

Design Test & Execute

Analyze

Where most impact?
Revenue = Visitors * Conversion Rate * Avg Order Amount

The (digital) growth team
Global | Expertise | 24/7

The (digital) team
Who dominates which part of the funnel
Like a football team or a superhero team
Everyone their special power, only works if they work together.

Meeting Ritme
Daily Huddle
Once a week sprint planning

⚠ DANGER ⚠
Danger trying to grow before product market fit.
FOCUS on showing value to customers
Most growth hacks fail:
- No product market fit yet
- Inferior product > not must-have
- Waste of time and money!!!

⚠ DANGER ⚠
- Vanity metrics:
Vanity metrics are things like registered users, downloads, and raw
pageviews. They are easily manipulated, and do not necessarily
correlate to the numbers that really matter: active users,
engagement, the cost of getting new customers, and ultimately
revenues and profits

Are we a must-have product?
1. Don't focus on growth hacking if there is no proven product-market
fit yet.
2. Proven market fit if >40% users are SUPER disappointed if the
product/service is taken away from them. >> when is this significant?
3. Show your VALUE to the customer << this should be your main focus
a. That will make us MUST HAVE

By: Peter Hinssen
70% 20% 10%

By: Peter Hinssen
93% 7% 0%

Key Take Aways
1. Determine your North Star Metric
2. Be aware of input metrics
3. Align team
4. Align Growth Framework to optimize the OMTM
5. Think about ‘the day after tomorrow’

Download my
playbook
julianjagtenberg.com/playbook
julian@somnox.nl @JMJagtenberg

@somnoxtherobot | info@somnox.nl | getsomnox.com
Julian Jagtenberg
● Founder Somnox
● CMO / Head of Growth
● (Honours) Industrial Design Engineer
● Robotics Engineer
● Sleep Enthusiast
● Personally exposed to the effects of sleep deprivation
● Public Speaker
Track record:
1. Raised 200% with Kickstarter campaign in 30 days
2. Major global buzz (197 articles in 1 week; WSJ / Huffington
Post / Forbes / WIRED many more).
3. Growth Hacking - secret sauce
Connect with me on LinkedIn!

Show them the promised land
- Destroy monsters (sleep medication)
- FOCUS on showing the value of your product and services to your potential
customer. Show them the promised land and your common enemy.
Promised land:
Well rested every single day
Great night’s rest
Happy and productive life
Natural way of inducing sleep
Ultimate Comfort

Show them the common enemy
What are the monsters in the way on reaching the promised land?
- Addictive medication with unwanted side-effects
- Pharmacies with nasty business models
-

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