Pirate Metrics for Business Growth – Only five numbers that matter the most.
Are you wondering how to make your business grow? Well, you are at the right place. During his presentation at Seattle Ignite, Dave McClure the head of ‘500 Startups’ put forward the ‘Pirate Metrics’ – A 5-step framework for startup growth. Interestingly the 5-step framework is proven useful for most type of the businesses as well. The pirate metrics namely Acquisition, Activation, Retention, Referral and Revenue. or AARRR! have major impact on the growth of a business than the vanity metrics such as number of registered users, downloads or likes. Consider these stages as the stages of your customer lifecycle or conversion behaviour. Focus on these five numbers and take your business to new heights:
1. Acquisition: Number of users acquired through various marketing channels.
Question: How do users find you?
The first and most important step is optimising your user acquisition process. If there are no users there is no business. From advertising in local magazine to Facebook ads, there are several channels to acquire customers from. Depending on the nature of your business some channels work better than the other. Find out which channels provide better ROI on your advertising efforts and leverage those for optimising the user acquisition.
2. Activation: Number of users engaged with your product or service.
Question: Do users have great first impression of your business?
Optimised acquisition will bring several users to your doorsteps or the landing page of your business. However, out of those acquired users only few will be interested and engage into your product or services. Depending on your first impression these active users could become your buyers. Play close attention to their behaviour and look for any feedback from these users. Sometime small modifications into landing page could provide better first time experience for the users.
3. Retention: Number of repeated users.
Question: Do users come back?
Remember the 80:20 principle? It goes like this, about 20% of the total customers bring 80% of the total revenue. It’s true, repeated users are like assets to the business. Focus on that 20%. Depending on their previous experience with you, the user may or may not come back. If you have repeated users, great. Ask them what they love about your product or services. If they are not coming back then try to add more value to the product or service. Think about various strategies to retain your users. For example, blogs, email newsletters, discounts and coupons, referral bonuses, etc.
4. Referral: Number of user referrals and recommendations.
Question: Do users recommend your product or services to others?
Ever wondered how companies like Facebook and Uber managed to grow that big in such short period of time. Because majority of their users refer the services to their friends and families. That’s the power of successful referral strategy. The classic example of referral is word-of-mouth. If people love your product or services, they are likely to recommend it to their networks. Uber used paid referral strategy to pay each user on successful referrals they bring. You can also opt for a similar strategy by providing discounts to your existing users for successful referrals.
5. Revenue: Number of users pay for your product or service.
Question: Do users pay you?
Revenue is the most used number to measure the growth of the business. Here, revenue metric is the total number of users purchased your service or product. When you know all the metrics mentioned above, it becomes easier to estimate on how many users you need to acquire for increasing your revenue by the desired amounts.
Following figure shows customer acquisition process:
Source: Startup Metrics for pirates ‘AARRR’ – By Dave McClure
Find Dave McClure’s complete presentation video at: https://www.youtube.com/watch?v=irjgfW0BIrw
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