Quick ratio and retention

Dec 4, 20180 likes613 views

Ekaterina Skorobogatova from The Venture City discusses strategies for active user growth, emphasizing the importance of retention in sustaining growth. Key concepts include the quick ratio, retention metrics, and identifying 'aha!' moments that enhance user engagement and retention. The document offers insights into interpreting growth scenarios and highlights the necessity of using data to inform user acquisition and retention strategies.

Technology

Data for Growth
Ekaterina Skorobogatova
VP Growth

TheVentureCity
• Offices in Miami and Madrid, teams in San Francisco and
in Sao Paulo
• $100M VC Fund
• Emerging hubs accelerator
• Silicon Valley methodology
• Founder-centric
• Data-driven
• Education
• Established companies

• 8 years at Facebook in a variety of growth roles at FB,
Instagram, WhatsApp
• Last three years working on WhatsApp analytics
• Now: helping companies grow
• Love Brazil!

Agenda
•Components of active user growth
•Quick ratio
•Growth-retention matrix
•Why retention is important for growth
•Bend the curve!
•Aha! Moment and how to discover it

Definition of “Active”
• User takes some meaningful action of value to the
company
• Avoid vanity metrics
• Examples:
• Purchases
• Posts
• Referrals
• App opens
• Games played

Growth Components: Churn & New/Resurrected

Three 20% MoM Growth Scenarios
A B C
Minimal churn
makes growth so
much easier!

•<1 = Shrinking
•>1 = Growing
•1.5 = average for a consumer company
•4.0 = benchmark for SaaS subscription revenue
•What is your quick ratio?
Interpreting the Quick Ratio

High Retention + Low Growth:
Focus on acquiring more
customers; the ones you do have
are loyal

High Retention + Low Growth:
Focus on acquiring more
customers; the ones you do have
are loyal
Low Retention + High Growth:
Focus on retaining users to make more
efficient use of marketing dollars

High Retention + Low Growth:
Focus on acquiring more
customers; the ones you do have
are loyal
High Retention + High Growth:
TheVentureCity would like to
schedule a convenient time to talk
Low Retention + High Growth:
Focus on retaining users to make more
efficient use of marketing dollars
Low Retention + Low Growth:
Lots of work to do on both
user acquisition and retention

Why Retention is Important to Growth
● If you are not keeping your existing users, acquiring new
users fills a leaky bucket
● You might grow based on new users for a while, but
eventually you will use up all possible acquisitions
● User numbers will plateau, then decline
● Then you’re dead

Cohort User Retention Curve
Source: TVC internal data

Retention Curves
Source: Popcorn Metrics

Customer Churn in Native Mobile Apps
Retained
Churned
Source: Andrew Chen / Quettra

Aha! Moments
An Aha! Moment is when a user figures out the value of a service
for herself
Aha! Moments lead to engagement
Engagement leads to retention
Retention leads to growth

Sample Aha! Moments
Day 1 retention
7 friends in 10
Days
30 Follows
One file in one
folder
Source: GrowHack

Discovering Your Aha! Moment
● Look at initial user behaviour, such as Week 1
● Focus on one of these categories for units of value:
○ Network density (friends or connections)
○ Content added (posts)
○ Visit frequency (visits and specific events)
○ Purchases
● Compare customer cohorts that retained AFTER WEEK 1 with cohorts
that did not engage
● It may not be a single moment, but a set of actions that separate
those who find value from those who don’t

Key Take-Aways
● Retention is the most important ingredient of growth
● Best time to promote retention is in the first seven days
● Use data to understand what actions/usage patterns lead to retention
● Study what the retained users engaged with in the first seven days to
learn what immediate value they found in the service
● Aha! Moment analysis can help drive product roadmap prioritization

For More On Data for Growth
Medium @TheVentureCity
@Katka_s
The Venture City in Brazil
ricardo@theventure.city

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Quick ratio and retention

1. Data for Growth Ekaterina Skorobogatova VP Growth

2. TheVentureCity • Offices in Miami and Madrid, teams in San Francisco and in Sao Paulo • $100M VC Fund • Emerging hubs accelerator • Silicon Valley methodology • Founder-centric • Data-driven • Education • Established companies

3. • 8 years at Facebook in a variety of growth roles at FB, Instagram, WhatsApp • Last three years working on WhatsApp analytics • Now: helping companies grow • Love Brazil!

4. Agenda •Components of active user growth •Quick ratio •Growth-retention matrix •Why retention is important for growth •Bend the curve! •Aha! Moment and how to discover it

5. Definition of “Active” • User takes some meaningful action of value to the company • Avoid vanity metrics • Examples: • Purchases • Posts • Referrals • App opens • Games played

6. Example: 20% Month-over-Month Growth

7. Quick Ratio: Focus on Growth Components

8. Growth Components: Churn & New/Resurrected

9. Three 20% MoM Growth Scenarios A B C Minimal churn makes growth so much easier!

12. •<1 = Shrinking •>1 = Growing •1.5 = average for a consumer company •4.0 = benchmark for SaaS subscription revenue •What is your quick ratio? Interpreting the Quick Ratio

14. High Retention + Low Growth: Focus on acquiring more customers; the ones you do have are loyal

15. High Retention + Low Growth: Focus on acquiring more customers; the ones you do have are loyal Low Retention + High Growth: Focus on retaining users to make more efficient use of marketing dollars

16. High Retention + Low Growth: Focus on acquiring more customers; the ones you do have are loyal Low Retention + High Growth: Focus on retaining users to make more efficient use of marketing dollars Low Retention + Low Growth: Lots of work to do on both user acquisition and retention

17. High Retention + Low Growth: Focus on acquiring more customers; the ones you do have are loyal High Retention + High Growth: TheVentureCity would like to schedule a convenient time to talk Low Retention + High Growth: Focus on retaining users to make more efficient use of marketing dollars Low Retention + Low Growth: Lots of work to do on both user acquisition and retention

18. Why Retention is Important to Growth ● If you are not keeping your existing users, acquiring new users fills a leaky bucket ● You might grow based on new users for a while, but eventually you will use up all possible acquisitions ● User numbers will plateau, then decline ● Then you’re dead

19. Cohort User Retention Curve Source: TVC internal data

20. Cohort User Retention Curve Source: TVC internal data

21. Retention Curves Source: Popcorn Metrics

22. Customer Churn in Native Mobile Apps Retained Churned Source: Andrew Chen / Quettra

23. Aha! Moments An Aha! Moment is when a user figures out the value of a service for herself Aha! Moments lead to engagement Engagement leads to retention Retention leads to growth

24. Sample Aha! Moments Day 1 retention 7 friends in 10 Days 30 Follows One file in one folder Source: GrowHack

25. Dropbox Onboarding Source: Groove

26. Discovering Your Aha! Moment ● Look at initial user behaviour, such as Week 1 ● Focus on one of these categories for units of value: ○ Network density (friends or connections) ○ Content added (posts) ○ Visit frequency (visits and specific events) ○ Purchases ● Compare customer cohorts that retained AFTER WEEK 1 with cohorts that did not engage ● It may not be a single moment, but a set of actions that separate those who find value from those who don’t

27. Key Take-Aways ● Retention is the most important ingredient of growth ● Best time to promote retention is in the first seven days ● Use data to understand what actions/usage patterns lead to retention ● Study what the retained users engaged with in the first seven days to learn what immediate value they found in the service ● Aha! Moment analysis can help drive product roadmap prioritization

28. Final Thought Founder of Mixpanel

29. For More On Data for Growth Medium @TheVentureCity @Katka_s The Venture City in Brazil ricardo@theventure.city

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Quick ratio and retention

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