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プロダクトの成長を支えるKPI / KPIs for growing your product
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Jiro Nagashima
June 17, 2020
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プロダクトの成長を支えるKPI / KPIs for growing your product
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Jiro Nagashima
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Transcript
©2020 Wantedly, Inc. ϓϩμΫτͷΛࢧ͑ΔKPI 17.June.2020 - Jiro Nagashima @hedjirog ࣾһݚम
దͳKPIઃఆͱӡ༻ͷώϯτ
©2020 Wantedly, Inc. ݚमͰֶΔ͜ͱ
©2020 Wantedly, Inc. ϓϩμΫτͷΛଌΔͨΊͷ KPI ઃఆ ྑ͍ KPIΛઃఆ͢ΔͨΊͷΞϓϩʔν
©2020 Wantedly, Inc. ࣗݾհ Jiro Nagashima @hedjirog w ౢӬౡೋ࣍࿕ →
Jiro or ͡Ζ͏Ͱྑ͍Ͱ͢ w ࡢʹ৽ઃͨ͠BI SquadͷϦʔμʔ w 2ࡀͷଉࢠ͕͍·͢
©2020 Wantedly, Inc. ࣗݾհ Wantedlyͱͷ͔͔ΘΓ Growth BI ։ൃ iOS Engineer
Growth Lead / Growth PM BI Lead / BI Analyst 2013 2015 2020 ϓϩμΫτͷΛ࣮ݱ͢Δׂ ϓϩμΫτͷΛଌΔׂ
©2020 Wantedly, Inc. KPI ͱ
©2020 Wantedly, Inc. KPI = Key Performance Indicator ϓϩμΫτ͕ͲΕ͚ͩྑ͍ঢ়ଶʹ͋Δ͔Λࣔ͢ఆྔతͳࢦඪ※ ※͜ͷݚमʹ͓͚Δఆٛ
©2020 Wantedly, Inc. ͳͥ KPI ͕ඞཁͳͷ͔
©2020 Wantedly, Inc. KPI ߦಈΛଅ͢
©2020 Wantedly, Inc. KPI ͷׂ ݱঢ়ͷѲ w ظ͢ΔϖʔεΛҡ࣋Ͱ͖͍ͯΔ͔ w Λ͛ΔϘτϧωοΫͳ͍͔
w ϢʔβʔʹՁΛఏڙͰ͖͍ͯΔ͔ ظͱͷဃ՝ͷ༗ແΛѲ͢Δ͜ͱͰ దͳߦಈΛى͜͢͜ͱ͕Ͱ͖Δ ߦಈͷଅਐ w ϓϩμΫτઓུͷݟ͠ w ։ൃ༏ઌॱҐͷݟ͠ w Ϧιʔεͷݟ͠
©2020 Wantedly, Inc. KPI ߦಈͷ݁ՌΛࣔࠦ͢Δ
©2020 Wantedly, Inc. ߦಈͷଅਐ w ϓϩμΫτઓུͷݟ͠ w ։ൃ༏ઌॱҐͷݟ͠ w Ϧιʔεͷݟ͠
KPI ͷׂ ݱঢ়ͷѲ w ظ͢ΔϖʔεΛҡ࣋Ͱ͖͍ͯΔ͔ w Λ͛ΔϘτϧωοΫͳ͍͔ w ϢʔβʔʹՁΛఏڙͰ͖͍ͯΔ͔ ߦಈʹΑΓظ͢Δঢ়ଶʹࢸ͔ͬͨΛ Ѳ͢Δ͜ͱ͕Ͱ͖Δ
©2020 Wantedly, Inc. KPI ߦಈΛଅ͠ଓ͚Δ
©2020 Wantedly, Inc. KPI ͷׂ ݱঢ়ͷѲ ߦಈͷଅਐ ϑΟʔυόοΫΛಘͳ͕Β దͳߦಈΛ܁Γฦ͢͜ͱ͕Ͱ͖Δ
©2020 Wantedly, Inc. ϓϩμΫτͷΛଌΔͨΊͷ KPI ઃఆ
©2020 Wantedly, Inc. KPI ઃఆͷॏཁੑ ྑ͍ KPI w ݱঢ়ΛѲͰ͖Δ w
ߦಈΛى͜͢͜ͱ͕Ͱ͖Δ w ߦಈΛ܁Γฦ͢͜ͱ͕Ͱ͖Δ w ݱঢ়Λਖ਼͘͠ཧղ͢Δ w దͳߦಈΛଅ͢ ݱঢ়ͷѲ ߦಈͷଅਐ
©2020 Wantedly, Inc. ѱ͍ KPI w ݱঢ়ΛѲͰ͖ͳ͍ w ߦಈΛى͜͢͜ͱ͕Ͱ͖ͳ͍ w
ߦಈΛ܁Γฦ͢͜ͱ͕Ͱ͖ͳ͍ w ݱঢ়Λޡͬͯཧղ͢Δ w దͰͳ͍ߦಈΛଅ͢ KPI ઃఆͷॏཁੑ ݱঢ়ͷѲ ߦಈͷଅਐ
©2020 Wantedly, Inc. ྑ͍ KPI Λઃఆ͢Δ͜ͱ͕ॏཁ
©2020 Wantedly, Inc. 1. Retention Curve 2. North Star Metric
ྑ͍ KPI Λઃఆ͢ΔΞϓϩʔν
©2020 Wantedly, Inc. 1. Retention Curve 2. North Star Metric
ྑ͍ KPI Λઃఆ͢ΔΞϓϩʔν
©2020 Wantedly, Inc. Retention Curve Ϣʔβʔ͕ϓϩμΫτΛར༻։࢝ͨ͠ޙͷܧଓ߹͍ΛՄࢹԽ͢Δख๏
©2020 Wantedly, Inc. Week 0 Week 1 Week 2 Week
3 Week 4 100% Retention Rate Retention Curve ※ϓϩμΫτͷར༻සʹԠͯ͡ଌఆ͢Δ࣌ؒͷִؒҟͳΔ
©2020 Wantedly, Inc. Retention Curve Λॏࢹ͖͢ཧ༝ ݀ͷۭ͍ͨόέπঢ়ଶͰʹࢸΒͳ͍ w ίετΛֻ͚ͯϢʔβʔΛ֫ಘ͙ͯ͢͠ʹࣦͳͬͯ͠·͏ w
͘ܧଓͯ͠Β͑Ε… w ऩӹԽͷػձ͕૿͑Δ͚ͩͰͳ͘ɺݸผ࠷దԽʹΑΔऩӹ૿ݟࠐΊΔ w ޱίϛόΠϥϧϚʔέςΟϯάࢪࡦͷޮՌ͕ߴ·Δ ϢʔβʔʹՁΛఏڙͰ͖͍ͯΔ͔ΛଌఆͰ͖Δ w ՁΛײͯ͡Β͑ͳ͚Ε͍ଓ͚ͯΒ͑ͳ͍ w ͘ܧଓͯ͠Β͏վળʹΑͬͯ… w ϓϩμΫτͷՁ͕ଥͰ͋Δ͔Λݕূ͢Δ͜ͱ͕Ͱ͖Δ w ϢʔβʔͷχʔζཁΛ͔ͭΉ͜ͱ͕Ͱ͖Δ
©2020 Wantedly, Inc. Retention Curve Λॏࢹ͖͢ཧ༝ ༷ʑͳϓϩμΫτͷϕϯνϚʔΫͱൺֱͰ͖Δ w ࢀߟͱͳΔใΛଟ͘ݟ͚ͭΔ͜ͱ͕Ͱ͖Δ w
ࣅͨΑ͏ͳϓϩμΫτͷϕϯνϚʔΫͱൺֱͯ͠ળ͠ѱ͠ΛஅͰ͖Δ https://www.lennyrachitsky.com/p/what-is-good-retention-issue-29 https://blog.ycombinator.com/growth-guide2017/
©2020 Wantedly, Inc. Week 0 Week 1 Week 2 Week
3 Week 4 100% Retention Rate Retention Curve վળͷϙΠϯτ ॳظϢʔβʔͷݮগ ϩϯάςʔϧͷϑϥοτԽ ※ϓϩμΫτͷར༻සʹԠͯ͡ଌఆ͢Δ࣌ؒͷִؒҟͳΔ
©2020 Wantedly, Inc. ྫ 7ܧଓɺ4िܧଓɺͳͲ Week 0 Week 1 Week
2 Week 3 Week 4 100% Retention Rate Retention Curve վળͷKPI ྫ ॳظϢʔβʔͷݮগ ϩϯάςʔϧͷϑϥοτԽ ྫ ཌ࠶๚ɺཌि࠶๚ɺͳͲ ※ϓϩμΫτͷར༻සʹԠͯ͡ଌఆ͢Δ࣌ؒͷִؒҟͳΔ
©2020 Wantedly, Inc. Retention Curve ͷϞχλϦϯά ʑͷܭଌʹίϗʔτੳΛར༻͢Δ w Ͳͷͷࢪࡦ͕ܧଓʹӨڹΛ༩͔͑ͨΛਖ਼͘͠Ѳ͢Δ https://clevertap.com/blog/cohort-analysis/
https://medium.com/@Pinterest_Engineering/how-pinterest-drives-sustainable-growth-1a3f150a1f98
©2020 Wantedly, Inc. Retention Curve Λར༻ͯ͠KPIઃఆΛ͖͢έʔε PMFʹࢸΔલͷϓϩμΫτΛվળ͢Δ߹ w ૣٸա͗ΔখखઌͷάϩʔεʹΑͬͯϦιʔεΛແବݣ͍͢ΔͷΛ͙ ਖ਼͍͠ՁΛఏڙͰ͖͍ͯΔ͔֬৴Λ࣋ͯͳ͍߹
w ͘ܧଓͯ͠Β͏վળʹΑͬͯՁݕূΛ܁Γฦ͢ ϢʔβʔͷମݧѱԽΛҾ͖ى͜͢Մೳੑ͕͋Δ߹ w ར༻ॳظͷମݧΛେ͖͘ม͑ΔΑ͏ͳ৽نೳͷϦϦʔε࣌ͳͲͷϔϧενΣοΫΛ͢Δ
©2020 Wantedly, Inc. ؔ࿈ࢿྉ Mastering Retention https://amplitude.com/mastering-retention Growth Guide: How
to Set Up, Staff and Scale a Growth Program https://blog.ycombinator.com/growth-guide2017/ ͍ͪΜ͍͞͠άϩʔεϋοΫͷڭຊ https://www.amazon.co.jp/dp/B01BY7HMYO/
©2020 Wantedly, Inc. 1. Retention Curve 2. North Star Metric
ྑ͍ KPI Λઃఆ͢ΔΞϓϩʔν
North Star Metric
None
©2020 Wantedly, Inc. North Star Metric ఆٛ ϓϩμΫτͷίΞՁΛ Ϣʔβʔ͕ମݧͨ͜͠ͱΛࣔ͢ ୯Ұͷࢦඪ
©2020 Wantedly, Inc. VisitͷίΞՁ
l l ·ΔͰ༑ୡͷΑ͏ʹɺ ؾܰʹاۀͱग़ձ͏ɻ
©2020 Wantedly, Inc. VisitͷNorth Star Metric ๚ ίΞՁʹࢸΔ·Ͱͷεςοϓ Ϣʔβʔฦ৴ اۀฦ৴
Ԡื ίΞՁΛମݧ
©2020 Wantedly, Inc. VisitͷNorth Star Metric ๚ ίΞՁʹࢸΔ·Ͱͷεςοϓ Ϣʔβʔฦ৴ اۀฦ৴
Ԡื ίΞՁΛମݧ ࣮ࡍʹ๚Ͱ͖͔ͨΓಘͳ͍ ❌
©2020 Wantedly, Inc. VisitͷNorth Star Metric ๚ ίΞՁʹࢸΔ·Ͱͷεςοϓ Ϣʔβʔฦ৴ اۀฦ৴
Ԡื ίΞՁΛମݧ Ԡืͯ͠๚ʹࢸΒͳ͍͜ͱ͕ଟ͍ ❌
©2020 Wantedly, Inc. VisitͷNorth Star Metric ๚ ίΞՁʹࢸΔ·Ͱͷεςοϓ Ϣʔβʔฦ৴ اۀฦ৴
Ԡื ίΞՁΛମݧ ίΞՁͷମݧʹ࠷ۙ͘ଌఆՄೳ ⭕
©2020 Wantedly, Inc. Wantedly Visit ʮϝοηʔδԟ෮Ԡืʯ VisitͷNorth Star Metric
©2020 Wantedly, Inc. North Star Metric ࣄྫ Airbnb ʮ༧॓ധʯ Medium
ʮ૯ಡॻ࣌ؒʯ Amazon ʮPrimeϢʔβʔͷߪങʯ
©2020 Wantedly, Inc. ϢʔβʔͷΤϯήʔδϝϯτ߹͍Λө ࣄۀΛਖ਼͍͠ํಋ͘ ཧղ͘͢͠νʔϜؒͷίϛϡχέʔγϣϯ͕༰қ ऩӹʹ݁ͼ͘ઌߦࢦඪ ዞҙతͳࣈૢ࡞͕Ͱ͖ͳ͍ North Star
Metric ಛ ❣
©2020 Wantedly, Inc. North Star Metric Λར༻ͯ͠KPIઃఆΛ͖͢έʔε ϓϩμΫτͷίΞՁ͕໌֬Ͱ͋Δ߹ w ίΞՁΛϢʔβʔ͕ମݧͨ͜͠ͱΛࣔ͢ΞΫγϣϯΛࢦඪʹམͱ͠ࠐΉ͜ͱ͕Ͱ͖Δ
w ਖ਼͍͠ݱঢ়ͷཧղͱదͳߦಈΛଅͯ͘͠ΕΔKPIͱͯ͠ػೳ͍͢͠
©2020 Wantedly, Inc. ؔ࿈ࢿྉ North Star Playbook https://amplitude.com/north-star ϓϩμΫτϚωδϝϯτ࣮ફߨ࠲γϦίϯόϨʔͷݱϓϩμΫτϚωʔδϟʔ͕त ͢Δɺੈքͷ࠷લઢͰΘΕΔ,1*
https://www.udemy.com/course/practical_kpi/
©2020 Wantedly, Inc. KPIͷඞཁੑ w దͳߦಈΛ܁Γฦ͢͜ͱ͕Ͱ͖Δ ྑ͍ KPI ઃఆͷΞϓϩʔν •
Retention Curve • North Star Metric Summary
©2020 Wantedly, Inc. Appendix
©2020 Wantedly, Inc. https://blog.ycombinator.com/growth-guide2017/ Retention Curve ܦมԽʹΑͬͯମݧѱԽ͕ੜͯ͡ͳ͍͔ͷνΣοΫʹར༻Ͱ͖Δ