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）

Transcript

1. ©2020 Wantedly, Inc.
   ϓϩμΫτͷ੒௕Λࢧ͑ΔKPI
   17.June.2020 - Jiro Nagashima @hedjirog
   ࣾһݚम
   ద੾ͳKPIઃఆͱӡ༻ͷώϯτ
   

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2. ©2020 Wantedly, Inc.
   ݚमͰֶ΂Δ͜ͱ
   
   

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

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4. ©2020 Wantedly, Inc.
   ࣗݾ঺հ
   Jiro Nagashima @hedjirog
   w ௕ౢӬౡೋ࿠࣍࿕
   → Jiro or ͡Ζ͏Ͱྑ͍Ͱ͢
   w ࡢ೥຤ʹ৽ઃͨ͠BI SquadͷϦʔμʔ
   w 2ࡀͷଉࢠ͕͍·͢
   

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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໾ׂ
   

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6. ©2020 Wantedly, Inc.
   KPI ͱ͸
   

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

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8. ©2020 Wantedly, Inc.
   ͳͥ KPI ͕ඞཁͳͷ͔
   

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9. ©2020 Wantedly, Inc.
   KPI ͸ߦಈΛଅ͢
   

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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௚͠
    

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11. ©2020 Wantedly, Inc.
    KPI ͸ߦಈͷ݁ՌΛࣔࠦ͢Δ
    

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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
    

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13. ©2020 Wantedly, Inc.
    KPI ͸ߦಈΛଅ͠ଓ͚Δ
    

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

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

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16. ©2020 Wantedly, Inc.
    KPI ઃఆͷॏཁੑ
    ྑ͍ KPI
    w ݱঢ়Λ೺ѲͰ͖Δ
    w ߦಈΛى͜͢͜ͱ͕Ͱ͖Δ
    w ߦಈΛ܁Γฦ͢͜ͱ͕Ͱ͖Δ
    w ݱঢ়Λਖ਼͘͠ཧղ͢Δ
    w ద੾ͳߦಈΛଅ͢
    ݱঢ়ͷ೺Ѳ
    
    ߦಈͷଅਐ
    
    

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17. ©2020 Wantedly, Inc.
    ѱ͍ KPI
    w ݱঢ়Λ೺ѲͰ͖ͳ͍
    w ߦಈΛى͜͢͜ͱ͕Ͱ͖ͳ͍
    w ߦಈΛ܁Γฦ͢͜ͱ͕Ͱ͖ͳ͍
    w ݱঢ়Λޡͬͯཧղ͢Δ
    w ద੾Ͱͳ͍ߦಈΛଅ͢
    KPI ઃఆͷॏཁੑ
    ݱঢ়ͷ೺Ѳ
    
    ߦಈͷଅਐ
    
    

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18. ©2020 Wantedly, Inc.
    ྑ͍ KPI Λઃఆ͢Δ͜ͱ͕ॏཁ
    

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

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

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

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22. ©2020 Wantedly, Inc.
    Week 0 Week 1 Week 2 Week 3 Week 4
    100%
    Retention Rate
    Retention Curve
    ※ϓϩμΫτͷར༻ස౓ʹԠͯ͡ଌఆ͢Δ࣌ؒͷִؒ͸ҟͳΔ
    

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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
    

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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/
    

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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
    

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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
    

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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
    

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28. ©2020 Wantedly, Inc.
    Retention Curve Λར༻ͯ͠KPIઃఆΛ͢΂͖έʔε
    PMFʹࢸΔલͷϓϩμΫτΛվળ͢Δ৔߹
    w ૣٸա͗ΔখखઌͷάϩʔεʹΑͬͯϦιʔεΛແବݣ͍͢ΔͷΛ๷͙
    ਖ਼͍͠Ձ஋ΛఏڙͰ͖͍ͯΔ͔֬৴Λ࣋ͯͳ͍৔߹
    w ௕͘ܧଓͯ͠΋Β͏վળʹΑͬͯՁ஋ݕূΛ܁Γฦ͢
    ϢʔβʔͷମݧѱԽΛҾ͖ى͜͢Մೳੑ͕͋Δ৔߹
    w ར༻ॳظͷମݧΛେ͖͘ม͑ΔΑ͏ͳ৽نೳͷϦϦʔε࣌ͳͲͷϔϧενΣοΫΛ͢Δ
    

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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/
    

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30. ©2020 Wantedly, Inc.
    1. Retention Curve
    2. North Star Metric
    ྑ͍ KPI Λઃఆ͢ΔΞϓϩʔν
    

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31. North Star Metric
    

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33. ©2020 Wantedly, Inc.
    North Star Metric ఆٛ
    ϓϩμΫτͷίΞՁ஋Λ
    Ϣʔβʔ͕ମݧͨ͜͠ͱΛࣔ͢
    ୯Ұͷࢦඪ
    

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34. ©2020 Wantedly, Inc.
    VisitͷίΞՁ஋
    

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35. l
    l
    ·ΔͰ༑ୡͷΑ͏ʹɺ
    ؾܰʹاۀͱग़ձ͏ɻ
    

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

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37. ©2020 Wantedly, Inc.
    VisitͷNorth Star Metric
    ๚໰
    ίΞՁ஋ʹࢸΔ·Ͱͷεςοϓ
    Ϣʔβʔฦ৴
    اۀฦ৴
    Ԡื
    ίΞՁ஋Λମݧ
    ࣮ࡍʹ๚໰Ͱ͖͔ͨ͸஌Γಘͳ͍
    ❌
    

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38. ©2020 Wantedly, Inc.
    VisitͷNorth Star Metric
    ๚໰
    ίΞՁ஋ʹࢸΔ·Ͱͷεςοϓ
    Ϣʔβʔฦ৴
    اۀฦ৴
    Ԡื
    ίΞՁ஋Λମݧ
    
    Ԡืͯ͠΋๚໰ʹࢸΒͳ͍͜ͱ͕ଟ͍
    ❌
    

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39. ©2020 Wantedly, Inc.
    VisitͷNorth Star Metric
    ๚໰
    ίΞՁ஋ʹࢸΔ·Ͱͷεςοϓ
    Ϣʔβʔฦ৴
    اۀฦ৴
    Ԡื
    ίΞՁ஋Λମݧ
    
    ίΞՁ஋ͷମݧʹ࠷΋ۙ͘ଌఆՄೳ
    ⭕
    

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40. ©2020 Wantedly, Inc.
    Wantedly Visit
    ʮϝοηʔδԟ෮Ԡื਺ʯ
    
    VisitͷNorth Star Metric
    

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41. ©2020 Wantedly, Inc.
    North Star Metric ࣄྫ
    Airbnb
    ʮ༧໿॓ധ਺ʯ
    Medium
    ʮ૯ಡॻ࣌ؒʯ
    Amazon
    ʮPrimeϢʔβʔͷߪങ਺ʯ
    
    
    
    

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42. ©2020 Wantedly, Inc.
    ϢʔβʔͷΤϯήʔδϝϯτ౓߹͍Λ൓ө
    ࣄۀΛਖ਼͍͠ํ޲΁ಋ͘
    ཧղ͠΍͘͢νʔϜؒͷίϛϡχέʔγϣϯ͕༰қ
    ऩӹʹ݁ͼ෇͘ઌߦࢦඪ
    ዞҙతͳ਺ࣈૢ࡞͕Ͱ͖ͳ͍
    North Star Metric ಛ௃
    ❣
    
    
    
    
    

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43. ©2020 Wantedly, Inc.
    North Star Metric Λར༻ͯ͠KPIઃఆΛ͢΂͖έʔε
    ϓϩμΫτͷίΞՁ஋͕໌֬Ͱ͋Δ৔߹
    w ίΞՁ஋ΛϢʔβʔ͕ମݧͨ͜͠ͱΛࣔ͢ΞΫγϣϯΛࢦඪʹམͱ͠ࠐΉ͜ͱ͕Ͱ͖Δ
    w ਖ਼͍͠ݱঢ়ͷཧղͱద੾ͳߦಈΛଅͯ͘͠ΕΔKPIͱͯ͠ػೳ͠΍͍͢
    

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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/
    

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45. ©2020 Wantedly, Inc.
    KPIͷඞཁੑ
    w ద੾ͳߦಈΛ܁Γฦ͢͜ͱ͕Ͱ͖Δ
    ྑ͍ KPI ઃఆͷΞϓϩʔν
    • Retention Curve
    • North Star Metric
    Summary
    

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46. ©2020 Wantedly, Inc.
    Appendix
    

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

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