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AARRR METRICS 2.0

Pirate Metrics 2.0 - AARRR

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Page 1: Pirate Metrics 2.0 - AARRR

AARRR METRICS 2.0

Page 2: Pirate Metrics 2.0 - AARRR

A Brief History

Dave McClure 500 Startups

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ACQUISITION

ACTIVATION

RETENTION

REVENUE

REFERRAL

Unaware visitor

Passionate Happy Customer

Pirate Metrics as a Marketing Funnel

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ACQUISITION

ACTIVATION

RETENTION

REVENUE

REFERRAL

Challenge 1: Funnels lack emotion

70%

30%

3%

2%

1%

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ACQUISITION

ACTIVATION

RETENTION

REVENUE

REFERRAL

Challenge 2: Customer journeys are non-linear

When does referral happen?

Or Here?

Here?

Here?

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ACQUISITION

ACTIVATION

RETENTION

REVENUE

REFERRAL

Challenge 3: Hard to internalize complex concepts

What’s my engine of growth?

Where is value created?

Where do I focus first?

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So I redrew Pirate Metrics…

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Pirate Metrics as a Customer Factory Blueprint

A metaphor for your business model

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Metrics are people first

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Easier to visualize the job of the business model

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The Job: Turn unaware visitors into happy customers

Happy passionate customers

Unaware visitors

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How You Do This:

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How You Do This:

Acquire raw materials

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Create customer value

How You Do This:

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Deliver customer value through your Happy Customer Loop

How You Do This:

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Capture Value through your Monetization Engine

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Trigger the Referral Loop

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Helps simplify complex concepts

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Notice two hotspots

Node with the most number of lines leaving

Node with the most number of lines entering

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Customer value creation is a causal step

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It causes:

People to spend more time with you

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It causes:

People to spend more money with you

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It causes:

People to refer others to you

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The inverse is also true:

People leave you negative reviews

People leave and don’t come back

People ask for refunds

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Helps Unlock the 3 Ways to Grow Your Business

Your Customer Factory

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Engines of Growth

PAID

STICKY

REFERRAL

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PAID Engine of Growth

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STICKY Engine of Growth

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REFERRAL Engine of Growth

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Can be mapped to any type of business

The Lean Canvas App Customer Factory

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Makes for the perfect metrics dashboard

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Helps identify bottlenecks

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And achieve breakthrough

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IN STORES JUNE 14TH. BUY THE BOOK:

“Before you can prioritize waste, you have to be able to see the factory floor.”

- Ash Maurya, Scaling Lean

Master the Key Metrics for Startup Growth (AKA Traction)

SCALING LEAN

GET MORE FROM ASH AT LEANSTACK.COM