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

Transcript

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

   ద੾ͳ
   KPI
   ઃఆͱӡ༻ͷώϯτ

2. ©2020 Wantedly, Inc. ݚमͰֶ΂Δ͜ͱ

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

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

   Jiro or ͡Ζ͏
   Ͱྑ͍Ͱ͢
   w ࡢ೥຤ʹ৽ઃͨ͠
   BI Squad
   ͷϦʔμʔ
   w 2ࡀͷଉࢠ͕͍·͢

5. ©2020 Wantedly, Inc. ࣗݾ঺հ Wantedly
   ͱͷ͔͔ΘΓ 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 վળͷ
    KPI ྫ  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༻ͯ͠
    KPI
    ઃఆΛ͢΂͖έʔε PMF
    ʹࢸΔલͷϓϩμΫτΛվળ͢Δ৔߹
    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༻ͯ͠
    KPI
    ઃఆΛ͢΂͖έʔε ϓϩμΫτͷίΞՁ஋͕໌֬Ͱ͋Δ৔߹
    w ίΞՁ஋ΛϢʔβʔ͕ମݧͨ͜͠ͱΛࣔ͢ΞΫγϣϯΛࢦඪʹམͱ͠ࠐΉ͜ͱ͕Ͱ͖Δ
    

    w ਖ਼͍͠ݱঢ়ͷཧղͱద੾ͳߦಈΛଅͯ͘͠ΕΔ
    KPI
    ͱͯ͠ػೳ͠΍͍͢

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. KPI
    ͷඞཁੑ 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