I have rarely seen such a terrific presentation by a relatively unknown speaker absolutely KILL the audience, and NEVER had i seen ~150 people get up after the talk was over, and follow him into the hallway for a followup conversation (can't you just feel the Who / Tommy concert crush in that pic?)
and it rings true whenever startup geeks listen to what he's saying. I've had the pleasure of seeing several of Eric's Lean Startup presentations, and they're all fabulous. it's refreshing to hear someone speak concretely from their own experience (both failure & success), and then summarize Startup Lessons Learned for the rest of us to grok at our leisure.
If you'd like to hear more about the Gospel that Eric is preaching, i STRONGLY encourage you to signup for the O'Reilly masterclass on Lean Startup methodology he'll be teaching in San Francisco on May 29th (and other places later). the price might be a bit steep for a startup budget, but the knowledge & learning & value for your company you'll take away from it will likely be priceless.
so i'm just re-arranging deck chairs here, i know... but there's at least 1 or 2 new slides. and a lot more funky colors, for those of you who enjoy my kidnapper-ransomnotefonts & unique style of raping the viewer's attention. Also moved the embed of the original Startup Metrics for Pirates video (from Ignite Seattle / Summer 2007) after slide 23.
...especially in these Good Times we got going on around here. banks going belly up, people losing their homes & jobs... damn. people so fucking scared they voted a brother into the white [sic] house. i guess that's progress, but now we got our asses in both hands worrying about credit card debt, mortgage foreclosures, and wondering whether we gonna get PAID. better go slap the shit out my startups and make sure they come up with the Cash-Money, G. damn straight.
now listen up bitches:
Most of the time, entrepreneurs think about 2 types of users:
Simply put, there are "HOs" who contribute content to your site (they give you their stuff, or "put out"). The rest of the people on your site are the "Johns" who visit & view the content... and might even pay you some cash money (if it's good shit).
However, typically a 3rd & very important audience is forgotten about, which is quite likely even more important than either of the two above. this is the group of people who promote & distribute existing content / refer new users, altho they might not ever contribute any original content themselves:
These folks help share, digg, tweet, email, & embed your content, promote it to new audiences, and bring users back to your site. They are the"Pimps" who distribute your content. And most likely, they are WAAAAAAyyyy more important (relatively speaking) than the Johns or the Hos.
(disclaimer & note to self: i'm pretty sure at this point i have now lost most of my female audience, and/or anyone with any shred of class or civilized sensibility. for those of you still with me, i hope you find the rest of this post worth the crass language & white-trash upbringing i am helpless to remove from my discourse)
See, most folks probably design their site audiences like this:
1) first, let's get people to contribute content, so i'll emphasize THEIR needs and orient the site & features around CONTRIBUTORS (HOs).
2) next, i need to make sure people who are just average VISITORS (Johns) can view the site well, so i'll build lots of ways to use & experience that content. and hopefully they're share some of it too, and maybe we'll "go viral"!
3) lastly, some of those folks who are contributors will probably help DISTRIBUTE content too, so i'll give them a few tools to help do that, but they should already be motivated to help distribute so we don't need to worry too much. WRONG, WRONG, WRONG.
Now, there are already several errors in assumption/prioritization here:
people who DISTRIBUTE are not necessarily the same people who CONTRIBUTE (translation: "PIMPs ain't HOs")
even for those who do both, it's possible the higher-value action is to DISTRIBUTE, and yet most UI design emphasizes CONTRIBUTE features & actions higher. but Contributors need Distributors and/or Affiliates to help bring in Visitors. ("HOs need PIMPs to get JOHNs")
most of your VISITORS ain't gonna do shit except check out your content for free, jerk off on something they like, then skip town before paying you one goddamn cent. ("window shopping is free & easy, except in Amsterdam... but PIMPS help make sure JOHNs pay up de HOs")
thus, the way most people manage audience looks like this:
however, the order you should REALLY use is THIS:
that's right folks. The Internet works just like the Ghet-to.
Pimps go FIRST, bee-atch.
and if you don't like it, then Step OFF!...
cuz I'll beat your ass with my Pimp Cane and Cup and one mouse click tied behind my back.
we now return you to your regularly schedule SesameGhetto Street programming:
Below is a recent presentation i gave at the SDForum Business Intelligence SIG, where the 2nd "slide" is actually a YouTube video of a 5-minute Ignite talk on "Startup Metrics for Pirates" i did back in Seattle in 2007:
at the moment I'm on my way to Paris for the LeWeb conference... but after i get back to Silicon Valley, almost immediately i'm headed off to Japan for a family visit and to hang out with some friends in Tokyo.
i'll be in Japan from 12/16 thru 01/08, and on Friday 12/19 i'm speaking at an event i'm putting together with Andrew Shuttleworth and his friends who run the Tokyo 2.0 meetup. I'm doing an afternoon presentation on Startup Metrics called:
Some of the material is similar to my Startup Metrics for Pirates presentation i've given previously at Startonomics and Web 2.0 Expo, but we'll also add a few new twists. Here's a brief description (i'll update as we have more details):
SiliconValley is re-booting... again. As the rest of the US economy gets
turned upside-down, startups in siliconvalley are getting used to a
lot less capital, and a lot more numbers. The "Web 2.0"
model has matured, and internet startups are now
applying a more scientific & metrics-oriented approach to their
business, and a more cash-conscious approach to funding &
operations. The best startups now build products on a budget of
$1M (some for under $100K), and use startup dashboards &
web analytics tools to measure user behavior, product usage, feature
conversion, and marketing effectiveness. They also use rapid
development, fast iteration cycles, and a/b / multivariate testing
tools to optimize product features & marketing programs.
you are a startup entrepreneur, developer, investor, or technology
business executive, this 3-hour lecture & workshop will show you
how to put together your own business metrics framework for your
startup or company. The workshop will focus primarily on how to use a simple 5-step model for startup metrics
(Acquisition, Activation, Retention, Referral, Revenue) to make better
product & marketing decisions. We'll show you how
the model works, how to apply it to your business, and we'll do live
"Startup Makeover" reviews for 5-10 companies. Examples
& variations on the model will be explored for several types of
startups, and we'll cover the following topics: creating a basic user
conversion dashboard, defining your company & product keyword
& evaluating marketing channels, testing & optimizing landing
setting up simple email strategies for user retention, and designing a
business model that will attract investors.
to see more of what you'll get, here is the latest version of my Startup Metrics presentation (from Startonomics SF, Oct 2008):
NOTE: for Silicon Valley geeks who would like to tag along and visit Tokyo, we're gathering a small group of geeks to head over for about a week (altho i'm staying thru New Year's). If you'd like to join us, twitter or email me for info. I'll be flying over on Tue 12/16 out of SFO on a JAL flight at noon, along with a few friends. Come visit Tokyo & meet some Japanese entrepreneurs!