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プロダクトの成長を支えるKPI / KPIs for growing your product

プロダクトの成長を支えるKPI / KPIs for growing your product

Wantedly の研修資料(外部公開用に再編)

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Jiro Nagashima

June 17, 2020
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  1. ©2020 Wantedly, Inc. ϓϩμΫτͷ੒௕Λࢧ͑ΔKPI 17.June.2020 - Jiro Nagashima @hedjirog ࣾһݚम

    ద੾ͳKPIઃఆͱӡ༻ͷώϯτ
  2. ©2020 Wantedly, Inc. ݚमͰֶ΂Δ͜ͱ

  3. ©2020 Wantedly, Inc. ϓϩμΫτͷ੒௕ΛଌΔͨΊͷ KPI ઃఆ ྑ͍ KPIΛઃఆ͢ΔͨΊͷΞϓϩʔν

  4. ©2020 Wantedly, Inc. ࣗݾ঺հ Jiro Nagashima @hedjirog w ௕ౢӬౡೋ࿠࣍࿕ →

    Jiro or ͡Ζ͏Ͱྑ͍Ͱ͢ w ࡢ೥຤ʹ৽ઃͨ͠BI SquadͷϦʔμʔ w 2ࡀͷଉࢠ͕͍·͢
  5. ©2020 Wantedly, Inc. ࣗݾ঺հ Wantedlyͱͷ͔͔ΘΓ Growth BI ։ൃ iOS Engineer

    Growth Lead / Growth PM BI Lead / BI Analyst 2013 2015 2020 ϓϩμΫτͷ੒௕Λ࣮ݱ͢Δ໾ׂ ϓϩμΫτͷ੒௕ΛଌΔ໾ׂ
  6. ©2020 Wantedly, Inc. KPI ͱ͸

  7. ©2020 Wantedly, Inc. KPI = Key Performance Indicator ϓϩμΫτ͕ͲΕ͚ͩྑ͍ঢ়ଶʹ͋Δ͔Λࣔ͢ఆྔతͳࢦඪ※ ※͜ͷݚमʹ͓͚Δఆٛ

  8. ©2020 Wantedly, Inc. ͳͥ KPI ͕ඞཁͳͷ͔

  9. ©2020 Wantedly, Inc. KPI ͸ߦಈΛଅ͢

  10. ©2020 Wantedly, Inc. KPI ͷ໾ׂ ݱঢ়ͷ೺Ѳ w ظ଴͢Δ੒௕ϖʔεΛҡ࣋Ͱ͖͍ͯΔ͔ w ੒௕Λ๦͛ΔϘτϧωοΫ͸ͳ͍͔

    w ϢʔβʔʹՁ஋ΛఏڙͰ͖͍ͯΔ͔ ظ଴ͱͷဃ཭΍՝୊ͷ༗ແΛ೺Ѳ͢Δ͜ͱͰ ద੾ͳߦಈΛى͜͢͜ͱ͕Ͱ͖Δ ߦಈͷଅਐ w ϓϩμΫτઓུͷݟ௚͠ w ։ൃ༏ઌॱҐͷݟ௚͠ w Ϧιʔε഑෼ͷݟ௚͠
  11. ©2020 Wantedly, Inc. KPI ͸ߦಈͷ݁ՌΛࣔࠦ͢Δ

  12. ©2020 Wantedly, Inc. ߦಈͷଅਐ w ϓϩμΫτઓུͷݟ௚͠ w ։ൃ༏ઌॱҐͷݟ௚͠ w Ϧιʔε഑෼ͷݟ௚͠

    KPI ͷ໾ׂ ݱঢ়ͷ೺Ѳ w ظ଴͢Δ੒௕ϖʔεΛҡ࣋Ͱ͖͍ͯΔ͔ w ੒௕Λ๦͛ΔϘτϧωοΫ͸ͳ͍͔ w ϢʔβʔʹՁ஋ΛఏڙͰ͖͍ͯΔ͔ ߦಈʹΑΓظ଴͢Δঢ়ଶʹࢸ͔ͬͨΛ ೺Ѳ͢Δ͜ͱ͕Ͱ͖Δ
  13. ©2020 Wantedly, Inc. KPI ͸ߦಈΛଅ͠ଓ͚Δ

  14. ©2020 Wantedly, Inc. KPI ͷ໾ׂ ݱঢ়ͷ೺Ѳ ߦಈͷଅਐ ϑΟʔυόοΫΛಘͳ͕Β ద੾ͳߦಈΛ܁Γฦ͢͜ͱ͕Ͱ͖Δ

  15. ©2020 Wantedly, Inc. ϓϩμΫτͷ੒௕ΛଌΔͨΊͷ KPI ઃఆ

  16. ©2020 Wantedly, Inc. KPI ઃఆͷॏཁੑ ྑ͍ KPI w ݱঢ়Λ೺ѲͰ͖Δ w

    ߦಈΛى͜͢͜ͱ͕Ͱ͖Δ w ߦಈΛ܁Γฦ͢͜ͱ͕Ͱ͖Δ w ݱঢ়Λਖ਼͘͠ཧղ͢Δ w ద੾ͳߦಈΛଅ͢ ݱঢ়ͷ೺Ѳ ߦಈͷଅਐ
  17. ©2020 Wantedly, Inc. ѱ͍ KPI w ݱঢ়Λ೺ѲͰ͖ͳ͍ w ߦಈΛى͜͢͜ͱ͕Ͱ͖ͳ͍ w

    ߦಈΛ܁Γฦ͢͜ͱ͕Ͱ͖ͳ͍ w ݱঢ়Λޡͬͯཧղ͢Δ w ద੾Ͱͳ͍ߦಈΛଅ͢ KPI ઃఆͷॏཁੑ ݱঢ়ͷ೺Ѳ ߦಈͷଅਐ
  18. ©2020 Wantedly, Inc. ྑ͍ KPI Λઃఆ͢Δ͜ͱ͕ॏཁ

  19. ©2020 Wantedly, Inc. 1. Retention Curve 2. North Star Metric

    ྑ͍ KPI Λઃఆ͢ΔΞϓϩʔν
  20. ©2020 Wantedly, Inc. 1. Retention Curve 2. North Star Metric

    ྑ͍ KPI Λઃఆ͢ΔΞϓϩʔν
  21. ©2020 Wantedly, Inc. Retention Curve Ϣʔβʔ͕ϓϩμΫτΛར༻։࢝ͨ͠ޙͷܧଓ౓߹͍ΛՄࢹԽ͢Δख๏

  22. ©2020 Wantedly, Inc. Week 0 Week 1 Week 2 Week

    3 Week 4 100% Retention Rate Retention Curve ※ϓϩμΫτͷར༻ස౓ʹԠͯ͡ଌఆ͢Δ࣌ؒͷִؒ͸ҟͳΔ
  23. ©2020 Wantedly, Inc. Retention Curve Λॏࢹ͢΂͖ཧ༝ ݀ͷۭ͍ͨόέπঢ়ଶͰ͸੒௕ʹࢸΒͳ͍ w ίετΛֻ͚ͯϢʔβʔΛ֫ಘͯ͠΋͙͢ʹࣦͳͬͯ͠·͏ w

    ௕͘ܧଓͯ͠΋Β͑Ε͹… w ऩӹԽͷػձ͕૿͑Δ͚ͩͰͳ͘ɺݸผ࠷దԽʹΑΔऩӹ૿΋ݟࠐΊΔ w ޱίϛ΍όΠϥϧϚʔέςΟϯάࢪࡦͷޮՌ͕ߴ·Δ ϢʔβʔʹՁ஋ΛఏڙͰ͖͍ͯΔ͔ΛଌఆͰ͖Δ w Ձ஋Λײͯ͡΋Β͑ͳ͚Ε͹࢖͍ଓ͚ͯ΋Β͑ͳ͍ w ௕͘ܧଓͯ͠΋Β͏վળʹΑͬͯ… w ϓϩμΫτͷՁ஋͕ଥ౰Ͱ͋Δ͔Λݕূ͢Δ͜ͱ͕Ͱ͖Δ w Ϣʔβʔͷχʔζ΍ཁ๬Λ͔ͭΉ͜ͱ͕Ͱ͖Δ
  24. ©2020 Wantedly, Inc. Retention Curve Λॏࢹ͢΂͖ཧ༝ ༷ʑͳϓϩμΫτͷϕϯνϚʔΫͱൺֱͰ͖Δ w ࢀߟ஋ͱͳΔ৘ใΛଟ͘ݟ͚ͭΔ͜ͱ͕Ͱ͖Δ w

    ࣅͨΑ͏ͳϓϩμΫτͷϕϯνϚʔΫͱൺֱͯ͠ળ͠ѱ͠Λ൑அͰ͖Δ https://www.lennyrachitsky.com/p/what-is-good-retention-issue-29 https://blog.ycombinator.com/growth-guide2017/
  25. ©2020 Wantedly, Inc. Week 0 Week 1 Week 2 Week

    3 Week 4 100% Retention Rate Retention Curve վળͷϙΠϯτ  ॳظ཭୤Ϣʔβʔͷݮগ  ϩϯάςʔϧͷϑϥοτԽ ※ϓϩμΫτͷར༻ස౓ʹԠͯ͡ଌఆ͢Δ࣌ؒͷִؒ͸ҟͳΔ
  26. ©2020 Wantedly, Inc. ྫ 7೔ܧଓ཰ɺ4िܧଓ཰ɺͳͲ Week 0 Week 1 Week

    2 Week 3 Week 4 100% Retention Rate Retention Curve վળͷKPI ྫ  ॳظ཭୤Ϣʔβʔͷݮগ  ϩϯάςʔϧͷϑϥοτԽ ྫ ཌ೔࠶๚཰ɺཌि࠶๚཰ɺͳͲ ※ϓϩμΫτͷར༻ස౓ʹԠͯ͡ଌఆ͢Δ࣌ؒͷִؒ͸ҟͳΔ
  27. ©2020 Wantedly, Inc. Retention Curve ͷϞχλϦϯά ೔ʑͷܭଌʹ͸ίϗʔτ෼ੳΛར༻͢Δ w Ͳͷ೔ͷࢪࡦ͕ܧଓ཰ʹӨڹΛ༩͔͑ͨΛਖ਼͘͠೺Ѳ͢Δ https://clevertap.com/blog/cohort-analysis/

    https://medium.com/@Pinterest_Engineering/how-pinterest-drives-sustainable-growth-1a3f150a1f98
  28. ©2020 Wantedly, Inc. Retention Curve Λར༻ͯ͠KPIઃఆΛ͢΂͖έʔε PMFʹࢸΔલͷϓϩμΫτΛվળ͢Δ৔߹ w ૣٸա͗ΔখखઌͷάϩʔεʹΑͬͯϦιʔεΛແବݣ͍͢ΔͷΛ๷͙ ਖ਼͍͠Ձ஋ΛఏڙͰ͖͍ͯΔ͔֬৴Λ࣋ͯͳ͍৔߹

    w ௕͘ܧଓͯ͠΋Β͏վળʹΑͬͯՁ஋ݕূΛ܁Γฦ͢ ϢʔβʔͷମݧѱԽΛҾ͖ى͜͢Մೳੑ͕͋Δ৔߹ w ར༻ॳظͷମݧΛେ͖͘ม͑ΔΑ͏ͳ৽نೳͷϦϦʔε࣌ͳͲͷϔϧενΣοΫΛ͢Δ
  29. ©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/ ͍ͪ͹Μ΍͍͞͠άϩʔεϋοΫͷڭຊ https://www.amazon.co.jp/dp/B01BY7HMYO/
  30. ©2020 Wantedly, Inc. 1. Retention Curve 2. North Star Metric

    ྑ͍ KPI Λઃఆ͢ΔΞϓϩʔν
  31. North Star Metric

  32. None
  33. ©2020 Wantedly, Inc. North Star Metric ఆٛ ϓϩμΫτͷίΞՁ஋Λ Ϣʔβʔ͕ମݧͨ͜͠ͱΛࣔ͢ ୯Ұͷࢦඪ

  34. ©2020 Wantedly, Inc. VisitͷίΞՁ஋

  35. l l ·ΔͰ༑ୡͷΑ͏ʹɺ ؾܰʹاۀͱग़ձ͏ɻ

  36. ©2020 Wantedly, Inc. VisitͷNorth Star Metric ๚໰ ίΞՁ஋ʹࢸΔ·Ͱͷεςοϓ Ϣʔβʔฦ৴ اۀฦ৴

    Ԡื ίΞՁ஋Λମݧ
  37. ©2020 Wantedly, Inc. VisitͷNorth Star Metric ๚໰ ίΞՁ஋ʹࢸΔ·Ͱͷεςοϓ Ϣʔβʔฦ৴ اۀฦ৴

    Ԡื ίΞՁ஋Λମݧ ࣮ࡍʹ๚໰Ͱ͖͔ͨ͸஌Γಘͳ͍ ❌
  38. ©2020 Wantedly, Inc. VisitͷNorth Star Metric ๚໰ ίΞՁ஋ʹࢸΔ·Ͱͷεςοϓ Ϣʔβʔฦ৴ اۀฦ৴

    Ԡื ίΞՁ஋Λମݧ Ԡืͯ͠΋๚໰ʹࢸΒͳ͍͜ͱ͕ଟ͍ ❌
  39. ©2020 Wantedly, Inc. VisitͷNorth Star Metric ๚໰ ίΞՁ஋ʹࢸΔ·Ͱͷεςοϓ Ϣʔβʔฦ৴ اۀฦ৴

    Ԡื ίΞՁ஋Λମݧ ίΞՁ஋ͷମݧʹ࠷΋ۙ͘ଌఆՄೳ ⭕
  40. ©2020 Wantedly, Inc. Wantedly Visit ʮϝοηʔδԟ෮Ԡื਺ʯ VisitͷNorth Star Metric

  41. ©2020 Wantedly, Inc. North Star Metric ࣄྫ Airbnb ʮ༧໿॓ധ਺ʯ Medium

    ʮ૯ಡॻ࣌ؒʯ Amazon ʮPrimeϢʔβʔͷߪങ਺ʯ
  42. ©2020 Wantedly, Inc. ϢʔβʔͷΤϯήʔδϝϯτ౓߹͍Λ൓ө ࣄۀΛਖ਼͍͠ํ޲΁ಋ͘ ཧղ͠΍͘͢νʔϜؒͷίϛϡχέʔγϣϯ͕༰қ ऩӹʹ݁ͼ෇͘ઌߦࢦඪ ዞҙతͳ਺ࣈૢ࡞͕Ͱ͖ͳ͍ North Star

    Metric ಛ௃ ❣
  43. ©2020 Wantedly, Inc. North Star Metric Λར༻ͯ͠KPIઃఆΛ͢΂͖έʔε ϓϩμΫτͷίΞՁ஋͕໌֬Ͱ͋Δ৔߹ w ίΞՁ஋ΛϢʔβʔ͕ମݧͨ͜͠ͱΛࣔ͢ΞΫγϣϯΛࢦඪʹམͱ͠ࠐΉ͜ͱ͕Ͱ͖Δ

    w ਖ਼͍͠ݱঢ়ͷཧղͱద੾ͳߦಈΛଅͯ͘͠ΕΔKPIͱͯ͠ػೳ͠΍͍͢
  44. ©2020 Wantedly, Inc. ؔ࿈ࢿྉ North Star Playbook https://amplitude.com/north-star ϓϩμΫτϚωδϝϯτ࣮ફߨ࠲γϦίϯόϨʔͷݱ໾ϓϩμΫτϚωʔδϟʔ͕఻त ͢Δɺੈքͷ࠷લઢͰ࢖ΘΕΔ,1*

    https://www.udemy.com/course/practical_kpi/
  45. ©2020 Wantedly, Inc. KPIͷඞཁੑ w ద੾ͳߦಈΛ܁Γฦ͢͜ͱ͕Ͱ͖Δ ྑ͍ KPI ઃఆͷΞϓϩʔν •

    Retention Curve • North Star Metric Summary
  46. ©2020 Wantedly, Inc. Appendix

  47. ©2020 Wantedly, Inc. https://blog.ycombinator.com/growth-guide2017/ Retention Curve ܦ೥มԽʹΑͬͯମݧѱԽ͕ੜͯ͡ͳ͍͔ͷνΣοΫʹ΋ར༻Ͱ͖Δ