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SaaS アナリティクス・シリーズ - SaaSビジネス最重要KPI トップ5

SaaS アナリティクス・シリーズ - SaaSビジネス最重要KPI トップ5

SaaS(Software-as-a-Service)を含むサブスクリプション・ビジネスは、売ったらそれで終わりではなく、継続して顧客から収益を見込むことができるため、売り切り型のビジネスと比べて追うべき指標が全く違います。そこで、SaaSのビジネスで最重要KPI(重要指標)を紹介します。

Ikuya Murasato

March 11, 2021
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  1. EXPLORATORY
    ΦϯϥΠϯɾηϛφʔ #48
    SaaS ΞφϦςΟΫε #12
    SaaSϏδωε࠷ॏཁKPI τοϓ5

    View Slide

  2. ུྺ
    HP(Hewlett Packard)ͰeCommerceɺςϨηʔϧεɺϑΟʔϧυηʔϧε
    ͳͲଟذʹΘͨΔϏδωεͷϚωδϝϯτɺϓϥϯχϯάΛܦݧɻ
    ࣾ಺֎Ͱ஝ੵ͞Εͨ๲େͳσʔλΛ׆༻ͯ͠ϏδωεΛ੒௕ͤ͞ΔͨΊʹ
    ͸σʔλαΠΤϯεʹཪଧͪ͞Εͨҙࢥܾఆ͕ॏཁͩͱ਎Λ࣋ͬͯ஌Δɻ
    ݱࡏ͸Ϗδωε։ൃͱͯ͠ɺExploratoryͷಋೖࢧԉɺΦϯϥΠϯηϛφʔ
    ΍ษڧձͷاըɾӡӦΛ௨ͯ͠ɺص্ͷۭ࿦Ͱ͸ऴΘΒͳ͍ຊ౰ͷҙຯͰ
    ׆༻Ͱ͖ΔσʔλαΠΤϯεͷීٴʹऔΓ૊Ήɻ
    2
    εϐʔΧʔ
    ଜཬ Ү࠸
    Business Development
    EXPLORATORY
    @Ikuyamm

    View Slide

  3. Vision
    ͢΂ͯͷਓ͕σʔλΛ࢖ͬͯ
    ΑΓΑ͍ҙࢥܾఆΛ͢Δ
    3

    View Slide

  4. 4
    Mission
    σʔλαΠΤϯεͷຽओԽ

    View Slide

  5. 5
    ୈ̏ͷ೾
    σʔλαΠΤϯεɺAIɺػցֶश͸౷ܭֶऀɺ։ൃऀͷͨΊ͚ͩͷ΋ͷͰ͸͋Γ·ͤΜɻ
    σʔλʹڵຯͷ͋ΔਓͳΒ୭΋͕ੈքͰ࠷ઌ୺ͷΞϧΰϦζϜΛ࢖ͬͯ
    ϏδωεσʔλΛ؆୯ʹ෼ੳͰ͖Δ΂͖Ͱ͢ɻ
    Exploratory͕ͦ͏ͨ͠ੈքΛՄೳʹ͠·͢ɻ

    View Slide

  6. 6
    ୈ1ͷ೾ ୈ̎ͷ೾ ୈ̏ͷ೾
    ϓϥΠϕʔτ(ߴ͍/ݹ͍) Φʔϓϯɾιʔε(ແྉ/࠷ઌ୺)
    UI & ϓϩάϥϛϯά ϓϩάϥϛϯά
    2016
    2000
    1976
    ϚωλΠθʔγϣϯ ίϞσΟςΟԽ ຽओԽ
    ౷ܭֶऀ σʔλαΠΤϯςΟετ
    Exploratory
    ΞϧΰϦζϜ
    Ϣʔβʔɾ
    ମݧ
    πʔϧ
    Φʔϓϯɾιʔε(ແྉ/࠷ઌ୺)
    UI & ࣗಈԽ
    ϏδωεɾϢʔβʔ
    ςʔϚ
    σʔλαΠΤϯεͷຽओԽ

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  7. 7
    ࣭໰ ఻͑Δ
    σʔλΞΫηε
    σʔλ
    ϥϯάϦϯά
    ՄࢹԽ
    ΞφϦςΟΫε
    ౷ܭ/ػցֶश
    σʔλαΠΤϯεɾϫʔΫϑϩʔ

    View Slide

  8. 8
    ࣭໰
    ExploratoryɹϞμϯˍγϯϓϧ UI
    ఻͑Δ
    σʔλΞΫηε
    σʔλ
    ϥϯάϦϯά
    ՄࢹԽ
    ΞφϦςΟΫε
    ౷ܭ/ػցֶश

    View Slide

  9. EXPLORATORY
    ΦϯϥΠϯɾηϛφʔ #48
    SaaS ΞφϦςΟΫε #12
    SaaSϏδωε࠷ॏཁKPI τοϓ5

    View Slide

  10. 10
    • ୈ1ճɿ SaaSͷ࠷ॏཁKPI ͱͦͷՄࢹԽ Part 1
    • ୈ2ճɿ SaaSͷ࠷ॏཁKPI ͱͦͷՄࢹԽ Part 2
    • ୈ3ճɿ Τϯήʔδϝϯτ Part 1 - DAU/MAU
    • ୈ4ճɿΤϯήʔδϝϯτ Part 2 - ύϫʔϢʔβʔɾΧʔϒ
    • ୈ5ճɿ Τϯήʔδϝϯτ Part 3 -RFV෼ੳ
    • ୈ6ճɿίϗʔτ෼ੳ Part 1 - ϨΠϠʔέʔΩɾνϟʔτ
    • ୈ7ճɿ ίϗʔτ෼ੳ Part 2 - ੜଘۂઢ
    • ୈ8ճɿCLVʢސ٬ੜ֔Ձ஋ʣͷܭࢉ
    • ୈ9ճɿ NPSʢωοτɾϓϩϞʔλʔɾείΞʣͷܭࢉ
    • ୈ10ճɿΞϯέʔτσʔλͷςΩετ෼ੳ
    • ୈ11ճɿCESʢސ٬౒ྗࢦඪʣͷܭࢉ

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  11. 11
    SaaS
    Software as a Serviceͷུশɻιϑτ΢ΤΞΛαʔϏεͱ
    ͯ͠ఏڙ͠ɺ݄΍೥͝ͱʹސ٬͔ΒऩӹΛಘΔϏδωεͷ
    ࢓૊Έɻ

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  12. 12

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  13. SaaSاۀ

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  14. 14
    SaaSͱଞͷϏδωεʹ͸༷ʑͳҧ͍͕͋Δ͕ɺ
    1൪େ͖ͳҧ͍͸ɺSaaSϏδωε͸ചΓ੾ΓܕͰ͸ͳ͘ɺ
    αϒεΫϦϓγϣϯʢߪಡʣܕͱ͍͏͜ͱʹ͋Δɻ

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  15. 15
    SaaSͷϏδωε͸αϒεΫϦϓγϣϯܕ͕Ώ͑ʹɺ
    ചΓ੾ΓܕͷϏδωεͱ͸ҟͳΔࢦඪΛϞχλʔ͢Δɻ

    View Slide

  16. 1. MRR
    2. ίϯόʔδϣϯ཰
    3. νϟʔϯ཰/Ϧςϯγϣϯ཰
    4. ωοτɾϨϕχϡʔɾϦςϯγϣϯ཰
    5. CLVʢސ٬ੜ֔Ձ஋ʣ
    ΞδΣϯμ

    View Slide

  17. 1. MRR
    2. ίϯόʔδϣϯ཰
    3. νϟʔϯ཰/Ϧςϯγϣϯ཰
    4. ωοτɾϨϕχϡʔɾϦςϯγϣϯ཰
    5. CLVʢސ٬ੜ֔Ձ஋ʣ
    ΞδΣϯμ

    View Slide

  18. 18
    10ສԁͷചΓ੾ΓͷϥΠηϯεɾϏδωεͱɺ
    ֹ݄1ສԁͷSaaSϏδωεΛൺ΂Δɻ

    View Slide

  19. 19

    10ສԁ
    … 12݄
    2݄ 3݄
    ചΓ੾ΓͷϏδωεͰ͸1ਓͷސ٬ʹϥΠηϯεΛൢചͨ͠Βɺཌ݄΋
    ͦͷސ٬͔Βऩӹ͕ݟࠐΊΔͱ͸ݶΒͳ͍ɻ

    View Slide

  20. 20
    1ສԁ
    1݄ … 12݄
    2݄ 3݄
    SaaSͷ৔߹ɺຖ݄͋Δ͍͸ຖ೥ऩӹ͕͕͋ΔϞσϧͷͨΊɺ1ճͰಘΒ
    ΕΔऩӹ͸ɺചΓ੾ΓϏδωεͱൺ΂Δͱগͳ͍ɻ

    View Slide

  21. 21
    1ສԁ 1ສԁ 1ສԁ 1ສԁ
    1݄ … 12݄
    2݄ 3݄ ྦྷܭ
    12ສԁ
    ސ٬͕αʔϏεΛܧଓ͢Ε͹ɺ܁Γฦ͠ऩӹΛಘΔ͜ͱ͕Ͱ͖ɺ௨ࢉ
    ͷऩӹ͸ചΓ੾ΓϏδωεΑΓ૿͑Δ͜ͱ΋͋Δɻ

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  22. 22
    1ສԁ 1ສԁ 1ສԁ 1ສԁ
    1݄ … 12݄
    2݄ 3݄
    ܁Γฦ͞ΕΔΑ͏ͳঢ়ଶΛRecurringʢϦΧʔϦϯάʣͱݺͿ͜ͱ͔Βɺఆظతʹ
    ಘΒΕΔऩӹΛϦΧʔϦϯάɾϨϕχϡʔʢRecurring RevenueʣͱݺͿɻ

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  23. 23
    1ສԁ
    1݄ 2݄ 3݄ 4݄
    3ສԁ
    4ສԁ
    6ສԁ
    SaaSϏδωεͰ͸ސ٬͝ͱͷϦΧʔϦϯάɾϨϕχϡʔͷੵΈ্͕͛
    ֤݄ͷऩӹͱͳΔɻ

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  24. 24
    1ສԁ
    1݄ 2݄ 3݄ 4݄
    3ສԁ
    4ສԁ
    6ສԁ
    ͜ͷ݄͝ͱʹಘΒΕΔऩӹΛMRRʢMonthly Recurring Revenue /
    ݄ؒఆظऩӹʣͱݺͼɺSaaSͷ࠷΋جຊతͳࢦඪͱͳΔɻ

    View Slide

  25. 1. MRR
    2. ίϯόʔδϣϯ཰
    3. νϟʔϯ཰/Ϧςϯγϣϯ཰
    4. ωοτɾϨϕχϡʔɾϦςϯγϣϯ཰
    5. CLVʢސ٬ੜ֔Ձ஋ʣ
    ΞδΣϯμ

    View Slide

  26. MRR͕૿͑ɺ੒௕͍ͯ͠ΔSaaSϏδωεɻ
    26
    1݄ 2݄ 3݄ 4݄
    1ສԁ
    3ສԁ
    4ສԁ
    6ສԁ

    View Slide

  27. طଘސ٬͔Βͷऩӹ͕ܧଓ͢ΔͷͰɺ৽نސ٬ͷ෼͚ͩMRR͸૿͑Δɻ
    27
    1݄ 2݄ 3݄ 4݄
    2ສԁ
    1ສԁ
    2ສԁ
    ৽نސ٬ طଘސ٬

    View Slide

  28. 28
    1݄ 2݄ 3݄ 4݄
    MRRΛ૿΍͢ʹ͸ɺ৽نސ٬Λ֫ಘ͢Ε͹ྑ͍ɻ৽نސ٬Λ֫ಘ͢Δ
    ͜ͱΛίϯόʔδϣϯͱݺͿɻ

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  29. 29
    ݟࠐΈ٬ ৽نސ٬
    ίϯόʔδϣϯ͸ɺτϥΠΞϧதͰ͋ͬͨΓɺαʔϏεͷར༻Λݕ౼͠
    ͍ͯΔݟࠐΈ٬͔Βൃੜ͢Δɻ

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  30. 30
    ݟࠐΈ٬ ৽نސ٬
    ݟࠐΈ٬͕૿͑Ε͹૿͑Δ΄Ͳɺίϯόʔδϣϯ਺͕૿͑ͯ͠·͏ͷ
    Ͱɺίϯόʔδϣϯ਺͚ͩͰɺળ͠ѱ͠͸൑அ͕Ͱ͖ͳ͍ɻ

    View Slide

  31. 31
    ݟࠐΈ٬ʢ12ਓʣ ৽نސ٬ʢ3ਓʣ
    3/12
    ݟࠐΈ٬͔Β৽نސ٬ͱͳͬͨਓͷׂ߹Λܭࢉ͢Δ͜ͱͰɺݟࠐΈ٬ͷ਺ʹࠨӈ͞
    ΕͣɺͲΕ͚ͩޮ཰తʹίϯόʔδϣϯΛൃੜͤ͞ΒΕ͍ͯΔ͔ΛཧղͰ͖Δɻ

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  32. ͜ͷׂ߹Λίϯόʔδϣϯ཰ͱݺͿɻ
    32
    ݟࠐΈ٬ʢ12ਓʣ ৽نސ٬ʢ3ਓʣ
    25%

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  33. 33
    1݄ 2݄ 3݄ 4݄ 5݄
    ίϯόʔδϣϯ཰͸࣌ܥྻ͝ͱʹϞχλʔ͢Δ͜ͱͰɺސ٬ͷ֫ಘޮ཰
    ΛվળͰ͖͍ͯΔ͔Λ֬ೝ͢Δ͜ͱ͕Ͱ͖Δɻ

    View Slide

  34. 1. MRR
    2. ίϯόʔδϣϯ཰
    3. νϟʔϯ཰/Ϧςϯγϣϯ཰
    4. ωοτɾϨϕχϡʔɾϦςϯγϣϯ཰
    5. CLVʢސ٬ੜ֔Ձ஋ʣ
    ΞδΣϯμ

    View Slide

  35. 35
    1݄ 2݄ 3݄ 4݄
    1ສԁ
    3ສԁ
    4ສԁ
    6ສԁ
    SaaSͷϏδωεͰ͸ܧଓతʹऩӹ͕ಘΒΕΔͷͰɺίϯόʔδϣϯ͕
    ൃੜ͢ΔͨͼʹɺϏδωε͕੒௕͍ͯ͘͠ɻ

    View Slide

  36. ͨͩ͠ɺސ٬͸αʔϏεΛղ໿͢Δɻ
    36
    1݄ 2݄ 3݄ 4݄
    ղ໿
    ղ໿

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  37. ސ٬͕αʔϏεΛղ໿͢Δ͜ͱΛνϟʔϯͱݺͿɻ
    37
    1݄ 2݄ 3݄ 4݄
    νϟʔϯ
    νϟʔϯ

    View Slide

  38. νϟʔϯ͕ൃੜ͢Δͱऩӹ͸ݮΔɻίϯόʔδϣϯ͚ͩͰͳ͘ɺ
    νϟʔϯ΋Ϗδωεͷ੒௕͸ࠨӈ͢Δɻ
    38
    38
    1݄ 2݄ 3݄ 4݄
    1ສԁ
    3ສԁ 3ສԁ
    4ສԁ

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  39. 39
    ίϯόʔδϣϯ = νϟʔϯ
    ྫ͑͹ɺ3݄͸ίϯόʔδϣϯʹΑͬͯ֫ಘͨ͠ऩӹͱνϟʔϯʹΑͬ
    ࣦͯͬͨऩӹ͕Ұॹͩͬͨɻ

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  40. Ϗδωε͸ఀ଺ͨ͠ɻ
    40

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  41. 41
    ίϯόʔ
    δϣϯ
    ίϯόʔ
    δϣϯ
    ίϯόʔ
    δϣϯ
    ίϯόʔ
    δϣϯ
    ίϯόʔ
    δϣϯ
    1݄ 2݄ 3݄ 4݄
    νϟʔϯ
    ίϯόʔ
    δϣϯ
    νϟʔϯ
    1ສԁ
    2ສԁ

    1ສԁ
    SaaSϏδωεͷ੒௕͸ɺίϯόʔδϣϯͰಘͨऩӹͱνϟʔϯͰࣦ͏ऩӹͷࠩͰ
    ܾ·ΔͨΊɺίϯόʔδϣϯΛ૿΍͚ͩ͢Ͱͳ͘ɺνϟʔϯΛݮΒ͢͜ͱ΋ॏཁ
    ͱͳΔɻ

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  42. 42
    ίϯόʔδϣϯ཰ͷΑ͏ʹɺطଘސ٬͔ΒͲΕ͚ͩͷ
    ސ٬͕νϟʔϯ͍ͯ͠Δ͔Λද͢νϟʔϯ཰ͱ͍͏ࢦඪ
    ͕͋Δɻ

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  43. ྫ͑͹ֹ݄1ສԁͷҎԼͷΑ͏ͳϏδωε͕͋ͬͨͱ͢Δɻ
    43
    1݄ 2݄ 3݄ 4݄
    ৽نސ٬ طଘސ٬

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  44. 2݄ʹ͸4ਓͷސ٬͕͍ͯɺ3݄ʹ1ਓͷސ٬͕νϟʔϯ͍ͯ͠Δɻ
    44
    νϟʔϯ
    1݄ 2݄ 3݄ 4݄
    4ਓ 1ਓ

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  45. 45
    νϟʔϯ
    1݄ 2݄ 3݄ 4݄
    25%
    લ݄ͷ૯ސ٬͔ΒɺͲΕ͚ͩͷސ٬͕νϟʔϯ͍ͯ͠Δ͔ͷׂ߹Λܭࢉ͢Δ͜ͱ
    Ͱɺ૯ސ٬਺ʹࠨӈ͞Εͣʹɺސ٬ΛͲͷఔ౓ࣦ͍ͬͯΔ͔Λཧղ͢Δ͜ͱ͕Ͱ
    ͖Δɻ

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  46. 46
    νϟʔϯ
    1݄ 2݄ 3݄ 4݄
    25%
    νϟʔϯͨ͠ސ٬਺
    લ݄ͷ૯ސ٬਺
    ͜ͷࢦඪͷ͜ͱΛνϟʔϯ཰ͱݺͿɻ

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  47. 47
    ҰํͰɺͲΕ͚ͩͷސ٬͕αʔϏεΛܧଓ͍ͯ͠Δ͔Λ
    ஌Γ͍ͨ͜ͱ΋͋Δɻ

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  48. 48
    1݄ 2݄ 3݄ 4݄
    4ਓ
    3ਓ
    2݄ʹ͸4ਓͷސ٬͕͍ͯɺ3݄ʹ͸3ਓͷސ٬͕αʔϏεΛܧଓͨ͜͠
    ͱʹͳΓɺސ٬͕αʔϏεΛܧଓ͢Δ͜ͱΛϦςϯγϣϯͱݺͿɻ

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  49. 49
    1݄ 2݄ 3݄ 4݄
    4ਓ
    75%
    3ਓ
    લ݄͔Βͷܧଓސ٬਺
    લ݄ͷ૯ސ٬਺
    νϟʔϯͨ͠ސ٬ͷׂ߹Ͱ͸ͳ͘ɺސ٬ͷϦςϯγϣϯͷׂ߹Λܭࢉ
    ͨ͠ࢦඪΛϦςϯγϣϯ཰ͱݺͿɻ

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  50. 50
    1݄ 2݄ 3݄ 4݄
    100%
    ސ٬͕1ਓ΋νϟʔϯ͠ͳ͚Ε͹ɺϦςϯγϣϯ཰͸100%ͱͳΓɺίϯόʔδϣ
    ϯؙ͕͝ͱϏδωεͷ੒௕ͱͳΔͨΊɺϦςϯγϣϯ཰͕ߴ͍΄ͲɺϏδωε͕
    ੒௕͠΍͍͢ɻ

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  51. 51
    1݄ 2݄ 3݄ 4݄
    100%
    ଟ͘ͷސ٬͕αʔϏεΛܧଓ͢Δͱ͍͏͜ͱ͸ɺސ٬͕ࣗ෼ୡͷαʔϏεʹՁ஋
    Λݟग़ͯ͘͠Ε͍ͯͯɺࢢ৔ʹड͚ೖΕΒΕ͍ͯΔͱߟ͑Δ͜ͱ͕Ͱ͖Δɻ

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  52. 52
    νϟʔϯ཰ Ϧςϯγϣϯ཰
    Ϧςϯγϣϯ཰ͱνϟʔϯ཰͸஫໨͍ͯ͠Δର৅͕ҧ͏͚ͩͰɺ
    ྆ऀΛ଍͢ͱඞͣ100%ʹͳΔɻ

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  53. νϟʔϯ཰΍Ϧςϯγϣϯ཰΋࣌ܥྻ͝ͱʹϞχλʔ͍ͯ͘͠ɻ
    53
    1݄ 2݄ 3݄ 4݄ 5݄

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  54. 1. MRR
    2. ίϯόʔδϣϯ཰
    3. νϟʔϯ཰/Ϧςϯγϣϯ཰
    4. ωοτɾϨϕχϡʔɾϦςϯγϣϯ཰
    5. CLVʢސ٬ੜ֔Ձ஋ʣ
    ΞδΣϯμ

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  55. 55
    Ϧςϯγϣϯ཰΍νϟʔϯ཰ΛϞχλʔ͍ͯͯ͠΋ɺ
    Ϗδωε͕ͲΕ͚ͩޮ཰తʹ੒௕͍ͯ͠Δ͔͸෼͔Βͳ͍ɻ

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  56. 56

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  57. ଟ͘ͷSaaSαʔϏε͸ෳ਺ͷྉۚϓϥϯΛ༻ҙ͍ͯͯ͠ɺސ٬1ਓ͕෷
    ͏ֹۚ͸ͦͷͱ͖Ͳ͖ʹߪಡ͍ͯ͠ΔϓϥϯʹΑͬͯมΘΔɻ
    57

    View Slide

  58. 58
    1݄ 2݄ 3݄ 4݄
    75%
    4ਓ
    3ਓ
    ސ٬ͷϦςϯγϣϯ཰ΛϞχλʔ͍ͯ͠Δ͚ͩͰ͸ɺϓϥϯͷมߋʹ
    ΑΔऩӹͷ૿ݮΛଊ͑Δ͜ͱ͕Ͱ͖ͳ͍ɻ

    View Slide

  59. 59
    1݄ 2݄ 3݄ 4݄
    Ξοϓ
    άϨʔυ
    ސ٬͕ϓϥϯΛΞοϓάϨʔυ͢Ε͹ɺಉ͡ސ٬Ͱ͋ͬͯ΋ɺͦͷސ
    ٬͔ΒಘΒΕΔऩӹ͸લ݄ΑΓ૿͑ΔɻʢΤΫεύϯγϣϯʣ

    View Slide

  60. 60
    ސ٬ͷϦςϯγϣϯ཰ ऩӹͷϦςϯγϣϯ཰
    ސ٬ͷϦςϯγϣϯ཰͸75%͕ͩɺऩӹͷϦςϯγϣϯ཰͸100%ʹͳΔɻ

    View Slide

  61. 61
    1݄ 2݄ 3݄ 4݄
    μ΢ϯ
    άϨʔυ
    ٯʹμ΢ϯάϨʔυ͕ൃੜͯ͠ɺऩӹ͕ݮΔ͜ͱ΋͋Δɻ
    ʢίϯτϥΫγϣϯʣ

    View Slide

  62. 62
    ސ٬ͷϦςϯγϣϯ཰ ऩӹͷϦςϯγϣϯ཰
    ސ٬ͷϦςϯγϣϯ཰͸75%͕ͩɺऩӹͷϦςϯγϣϯ཰͸60%ʹͳΔɻ

    View Slide

  63. 63
    ސ٬ͷϦςϯγϣϯ཰ ऩӹͷϦςϯγϣϯ཰
    ސ٬ͷϦςϯγϣϯ཰͚ͩΛϞχλʔ͍ͯ͠Δͱɺऩӹͷ੒௕ʹؔ͢Δޮ཰ੑΛ
    ݟམͱͯ͠͠·͏ͷͰɺऩӹͷϦςϯγϣϯ཰ΛϞχλʔ͢Δ΂͖ɻ

    View Slide

  64. 64
    1݄ 2݄ 3݄ 4݄
    ܧଓސ٬͔ΒͷMRR
    લ݄ͷMRR
    ސ٬ͷ਺Ͱͳ͘ɺऩӹʹ஫໨ͨ͠Ϧςϯγϣϯ཰ͷ͜ͱΛ
    ωοτɾϨϕχϡʔɾϦςϯγϣϯ཰ͱݺͿɻ

    View Slide

  65. 65
    ސ٬ͷϦςϯγϣϯ཰͸100ˋΛ௒͑ͳ͍͕ɺطଘͷސ٬͔ΒͷΞοϓ
    άϨʔυʢΤΫεύϯγϣϯʣ͕ൃੜ͢ΔͱɺωοτɾϨϕχϡʔɾϦ
    ςϯγϣϯ཰͸100%Λ௒͑͏Δɻ
    ސ٬ͷϦςϯγϣϯ཰ ωοτɾϨϕχϡʔɾϦςϯγϣϯ཰

    View Slide

  66. 66
    1݄ 2݄ 3݄ 4݄
    125%
    Ξοϓ
    άϨʔυ
    Ξοϓ
    άϨʔυ
    ωοτɾϨϕχϡʔɾϦςϯγϣϯ཰͕100%Ҏ্ͱͳΔͱ͍͏͜ͱ͸ɺνϟʔϯ
    ͕ϚΠφεʹͳΔͱ͍͏͜ͱͳͷͰɺωΨςΟϒɾνϟʔϯͱݺΜͩΓ΋͢Δɻ

    View Slide

  67. 67
    125%
    1݄ 2݄ 3݄ 4݄
    Ξοϓ
    άϨʔυ
    Ξοϓ
    άϨʔυ
    ωΨςΟϒɾνϟʔϯ͕ൃੜ͍ͯ͠Δͱ͍͏͜ͱ͸৽نސ٬͕θϩͰ΋
    Ϗδωε͕੒௕͍ͯ͠Δͱ͍͏͜ͱɻ

    View Slide

  68. 68
    175%
    1݄ 2݄ 3݄ 4݄
    Ξοϓ
    άϨʔυ
    Ξοϓ
    άϨʔυ
    ΋ͪΖΜɺͦ͜ʹ৽نސ٬͕ՃΘΕ͹ɺϏδωε͸ΑΓ଎͍εϐʔυ
    Ͱ੒௕͍ͯ͘͜͠ͱʹͳΔɻ

    View Slide

  69. 69
    1݄ 2݄ 3݄ 4݄
    ܧଓސ٬͔ΒͷMRR
    લ݄ͷMRR
    ސ٬ͷ਺Ͱͳ͘ऩӹ͕ͲΕ͚ͩޮ཰తʹ੒௕͍ͯ͠Δ͔ΛϞχλʔ͢
    ΔͨΊͷࢦඪ͕ωοτɾϨϕχϡʔɾϦςϯγϣϯ཰ɻ

    View Slide

  70. 1. MRR
    2. ίϯόʔδϣϯ཰
    3. νϟʔϯ཰/Ϧςϯγϣϯ཰
    4. ωοτɾϨϕχϡʔɾϦςϯγϣϯ཰
    5. CLVʢސ٬ੜ֔Ձ஋ʣ
    ΞδΣϯμ

    View Slide

  71. 71

    10ສԁ
    … 12݄
    2݄ 3݄
    ചΓ੾ΓͷϏδωεͰ͸1ਓͷސ٬ʹϥΠηϯεΛൢചͨ͠Βɺཌ݄΋
    ͦͷސ٬͔Βऩӹ͕ݟࠐΊΔͱ͸ݶΒͳ͍ɻ

    View Slide


  72. 1ສԁ
    2݄ 11݄ ௨ࢉͷऩӹ
    … 12݄
    1ສԁ 1ສԁ νϟʔϯ
    11ສԁ
    SaaSͷ৔߹ɺސ٬͕νϟʔϯͯ͠ॳΊͯɺͦͷސ٬1ਓͷੜ֔Λ௨ͯ͠
    ಘΒΕΔɺ௨ࢉͷऩӹ͕ܾ·Δɻ

    View Slide

  73. 73

    1ສԁ
    2݄ 3݄ CLV
    … 12݄
    1ສԁ 1ສԁ 1ສԁ
    11ສԁ
    ͜ͷ௨ࢉͷऩӹΛCLVʢCustomer Lifetime Value / ސ٬ੜ֔Ձ஋ʣͱ
    ݺͼɺLTVʢLifetime Valueʣͱݺ͹ΕΔ͜ͱ΋͋Δɻ

    View Slide

  74. 74
    CLV ਓ݅අ ൢ؅අ རӹ
    11ສԁ
    CLV͕෼͔Ε͹৽نސ٬ͷ֫ಘ΍طଘސ٬ͷҡ࣋ʹɺͲΕ͘Β͍ͷඅ༻Λ͔
    ͚ΒΕΔ͔ΛܾΊΔ͜ͱ͕Ͱ͖ΔͷͰɺCLVΛਪఆ͢Δ͜ͱ͕ॏཁʹͳΔɻ

    View Slide

  75. 75
    • צͱܦݧͰCLVΛਪఆ͢Δ
    • νϟʔϯ཰͔ΒCLVΛਪఆ͢Δ
    • ੜଘ཰͔ΒCLVΛਪఆ͢Δ
    CLVΛܭࢉ͢Δ3ͭͷํ๏

    View Slide

  76. 76
    • צͱܦݧͰCLVΛਪఆ͢Δ
    • νϟʔϯ཰͔ΒCLVΛਪఆ͢Δ
    • ੜଘ཰͔ΒCLVΛਪఆ͢Δ
    CLVΛܭࢉ͢Δ3ͭͷํ๏

    View Slide

  77. 77
    CLVʢސ٬ੜ֔Ձ஋ʣ= ฏۉܧଓظؒʢ݄ʣ * ֹ݄අ༻
    CLVʢސ٬ੜ֔Ձ஋ʣ͸ސ٬ͷฏۉܧଓظؒʹֹ݄අ༻Λ͔͚Δ͜ͱͰ
    ਪఆͰ͖Δͱݴ͑Δɻ

    View Slide

  78. 78
    12ϲ݄ * 1ສԁ = 12ສԁ
    צͱܦݧ͔Βฏۉܧଓظ͕ؒେମ12ϲ݄͙Β͍ͱ૝ఆͯ͠ɺֹ݄අ༻
    ͕1ສԁͷͱ͖ɺCLV͸12ສԁͱͳΔɻ

    View Slide

  79. 79
    12ϲ݄ * 1ສԁ = 12ສԁ
    ͨͩɺ͜ͷ12ϲ݄ͱ͍͏਺ࣈʹ͸Կͷࠜڌ΋ͳ͍ͷͰɺਖ਼֬ʹɺCLVΛ
    ਪఆͰ͖͍ͯΔͱ͸ߟ͑ͮΒ͍ɻ

    View Slide

  80. 80
    • צͱܦݧͰCLVΛਪఆ͢Δ
    • νϟʔϯ཰͔ΒCLVΛਪఆ͢Δ
    • ੜଘ཰͔ΒCLVΛਪఆ͢Δ
    CLVΛܭࢉ͢Δ3ͭͷํ๏

    View Slide

  81. 81
    ฏۉܧଓظؒ͸ɺνϟʔϯ཰Λ΋ͱʹܭࢉ͢Δ͜ͱ
    ͕Ͱ͖Δɻ

    View Slide

  82. ฏۉܧଓظؒ͸ҎԼͷ਺ࣜͰܭࢉͰ͖Δɻ
    82
    ฏۉܧଓظؒ = 1 / νϟʔϯ཰

    View Slide

  83. 83
    1 / 0.1 = 10ϲ݄
    ྫ͑͹લ݄͔Βͷνϟʔϯ཰͕10ˋͩͬͨ৔߹ɺฏۉܧଓظؒ͸
    10ϲ݄ͱͳΔɻ

    View Slide

  84. 84
    10ϲ݄ * 1ສԁ = 10ສԁ
    ސ٬ͷฏۉܧଓظ͕ؒܭࢉͰ͖ͨΒɺ͋ͱ͸ֹ݄අ༻Λ͔͚Ε͹
    CLVʢސ٬ੜ֔Ձ஋ʣ͸ܭࢉͰ͖Δɻ

    View Slide

  85. 85
    ͜ͷܭࢉํ๏ʹ͸1ͭ໰୊͕͋Δɻ

    View Slide

  86. 86
    ࣮͸νϟʔϯ཰Λ࢖ͬͯܭࢉͨ͠ސ٬ͷฏۉܧଓظؒ͸
    ͋·Γɺ͋ͯʹͳΒͳ͍ɻ
    ͜ͷ͜ͱΛઆ໌͢ΔͨΊʹɺސ٬ͷߪಡ։࢝λΠϛϯά
    ͔ΒͷϦςϯγϣϯ཰ͷνϟʔτΛར༻͢Δɻ

    View Slide

  87. 87
    1ϲ݄ޙ 2ϲ݄ޙ 3ϲ݄ޙ 4ϲ݄ޙ 5ϲ݄ޙ ܦա࣌ؒ
    100%
    40%
    32%
    60%
    48%
    35%
    Ϧςϯγϣϯ཰
    X࣠͸αʔϏεΛར༻͔ͯ͠Βͷܦա࣌ؒɻ
    Y࣠͸αʔϏεͷར༻Λ։࢝ͨ͠ͱ͖͔ΒͷϦςϯγϣϯ཰ɻ

    View Slide

  88. 88
    1ϲ݄ޙ 2ϲ݄ޙ 3ϲ݄ޙ 4ϲ݄ޙ 5ϲ݄ޙ ܦա࣌ؒ
    100%
    40%
    32%
    60%
    48%
    35%
    ੜଘ཰
    αʔϏεͷར༻Λ։࢝ͨ͠ͱ͖͔ΒͷϦςϯγϣϯ཰ͷ͜ͱΛੜଘ཰
    ͱݺͼɺ͜ͷΑ͏ͳۂઢͷ͜ͱΛੜଘۂઢͱݺͿɻ

    View Slide

  89. 89
    40%
    32%
    60%
    48%
    40%
    20%
    35%
    1ϲ݄ޙ 2ϲ݄ޙ 3ϲ݄ޙ 4ϲ݄ޙ 5ϲ݄ޙ ܦա࣌ؒ
    17%
    ҰൠతʹαʔϏεͷར༻։͔࢝Β೔͕ઙ͍ͱɺαʔϏεͷՁ஋Λ֬৴ͤͣʹར༻ɹ
    ࢝͠ΊΔ͜ͱ΋ଟ͍ͨΊɺར༻ظ͕ؒ୹͍ސ٬ͷνϟʔϯ཰͸ߴ͘ͳΓ͕ͪͰ͋Δɻ

    View Slide

  90. ٯʹɺҰఆظؒαʔϏεͷར༻Λଓ͚ͨސ٬͸αʔϏεʹՁ஋Λײ͍ͯ͡Δ͜ͱ
    ΋ଟ͘ɺར༻ظ͕ؒ௕͍ސ٬ͷνϟʔϯ཰͸௿͘ͳΓ͕ͪͰ͋Δɻ
    90
    40%
    32%
    60%
    48%
    35%
    12%
    9%
    1ϲ݄ޙ 2ϲ݄ޙ 3ϲ݄ޙ 4ϲ݄ޙ 5ϲ݄ޙ ܦա࣌ؒ

    View Slide

  91. 91
    40%
    32%
    60%
    48%
    40% 20%
    35%
    1ϲ݄ޙ 2ϲ݄ޙ 3ϲ݄ޙ 4ϲ݄ޙ 5ϲ݄ޙ ܦա࣌ؒ
    12% 9%
    17%
    ܦա࣌ؒ͝ͱͷνϟʔϯ཰

    View Slide

  92. ܧଓظ͕ؒ୹͍ސ٬ͷׂ߹͕ߴ͍Ϗδωεͱ௿͍Ϗδωεɻ
    92
    5ϲ݄
    11%
    7%
    18%
    ܧଓظ͕ؒ୹͍ސ٬͕ଟ͍Ϗδωε ܧଓظ͕ؒ௕͍ސ٬͕ଟ͍Ϗδωε
    35%
    29%
    14%
    6%
    33%
    27%
    21%
    ̍ϲ݄
    ܧଓظؒ
    3ϲ݄
    4ϲ݄
    ̎ϲ݄
    ֤ܧଓظؒͷ
    ސ٬ͷׂ߹
    ֤ܧଓظؒͷ
    ސ٬ͷׂ߹

    View Slide

  93. Ͳͷܧଓظؒͷސ٬͕ଟ͍͔ʹΑͬͯશମͷνϟʔϯ཰͸มΘͬͯ͘Δɻ
    93
    9%
    11%
    7%
    18%
    ܧଓظ͕ؒ୹͍ސ٬͕ଟ͍Ϗδωε ܧଓظ͕ؒ௕͍ސ٬͕ଟ͍Ϗδωε
    35%
    29%
    14%
    6%
    33%
    27%
    21%
    40%
    ܧଓظؒ͝ͱͷνϟʔϯ཰
    17%
    12%
    20%
    શମͷνϟʔϯ཰
    25%
    શମͷνϟʔϯ཰
    15%

    View Slide

  94. 94
    νϟʔϯ཰͕͋ͯʹͳΒͳ͍ࢦඪͳͷͰ͋Ε͹ɺ
    νϟʔϯ཰͔ΒܧଓظؒΛਪఆͯ͠
    CLVΛܭࢉ͢Δํ๏͸࠷ྑͱ͸ݴ͑ͳ͍ɻ

    View Slide

  95. 95
    ࣮͸͜ͷੜଘۂઢʢੜଘ཰ʣΛར༻͢Δ͜ͱͰɺCLVΛΑΓద੾ʹਪఆ
    ͢Δ͜ͱͰ͖Δɻ

    View Slide

  96. 96
    • צͱܦݧͰCLVΛਪఆ͢Δ
    • νϟʔϯ཰͔ΒCLVΛਪఆ͢Δ
    • ੜଘ཰͔ΒCLVΛਪఆ͢Δ
    CLVΛܭࢉ͢Δ3ͭͷํ๏

    View Slide

  97. 97
    ҎԼͷΑ͏ͳੜଘۂઢΛඳ͘ɺֹ݄අ༻͕1ສԁͷαʔϏεΛྫʹߟ͑
    ͯΈΔɻ

    View Slide

  98. ސ٬͕100ਓ͍ͨͱ͖ɺίϯόʔδϣϯ݄ͨ͠͸ސ٬ͷ100%Λ
    ϦςϯγϣϯͰ͖͍ͯΔͷͰɺશһ͕՝ۚ͢Δɻ
    98

    View Slide

  99. 99
    1ϲ݄ޙʹ͸80%ɺ͢ͳΘͪ80ਓͷސ٬͕՝ۚ͢Δ͜ͱΛਪఆͰ͖Δɻ

    View Slide

  100. 100
    ސ٬͕1ਓ͔͍͠ͳ͍ͱ͖ɺ1ϲ݄ޙͷੜଘ཰ͷ80%͸ɺ1ϲ݄ޙʹɺ
    ͜ͷސ٬͕ϦςϯγϣϯͰ͖͍ͯΔ֬཰ͱͳΔɻ

    View Slide

  101. ੜଘͷۂઢͷ֤ظؒʹ͓͚Δੜଘ཰͸1ਓͷސ٬Λɺͦͷظؒ·Ͱɺ
    ϦςϯγϣϯͰ͖͍ͯΔ֬཰ͱͳΔɻ
    101

    View Slide

  102. ֤ظؒ·Ͱͷੜଘ཰ʢϦςϯγϣϯͰ͖͍ͯΔ֬཰ʣʹɺֹ݄අ༻Λ
    ͔͚Δ͜ͱͰɺͦͷظؒͷظ଴ऩӹΛܭࢉͰ͖Δɻ
    102
    ֹ݄අ༻

    View Slide

  103. 1ਓͷސ٬͕͍ͨͱ͖ʹɺॳ݄ʹϦςϯγϣϯͰ͖͍ͯΔ֬཰͸100%ͳ
    ͷͰɺֹ݄අ༻ͷ1ສԁͷͱ͖ɺظ଴͞ΕΔऩӹ͸1ສԁͱਪఆͰ͖Δɻ
    103
    1ສԁʢ100% * 1ສԁ ʣ

    View Slide

  104. 104
    8,000ԁʢ80% * 1ສԁ ʣ
    1ϲ݄ޙʹϦςϯγϣϯͰ͖͍ͯΔ֬཰͸80%ͳͷͰɺ1ϲ݄ޙʹظ଴
    ͞ΕΔސ٬1ਓ͋ͨΓͷऩӹ͸8,000ԁͱਪఆͰ͖Δɻ

    View Slide

  105. ͜ͷܭࢉΛ࠷ޙ·Ͱ܁Γฦ͢ɻ
    105

    View Slide

  106. 106
    8,000ԁ
    1ສԁ
    7,000ԁ
    6,000ԁ
    5,100ԁ
    4,300ԁ
    3,700ԁ
    3,100ԁ
    2,700ԁ
    2,300ԁ
    1,900ԁ
    1,600ԁ
    ސ٬1ਓ͋ͨΓͷظ଴ऩӹΛ݄͝ͱʹٻΊΔ͜ͱ͕Ͱ͖Δɻ

    View Slide

  107. ͜ΕΛશͯ଍্ͨ͛ͨ͠΋ͷ͕CLVͱͳΔɻ
    107
    8,000ԁ
    1ສԁ
    7,000ԁ
    6,000ԁ
    5,100ԁ
    4,300ԁ
    3,700ԁ
    3,100ԁ
    2,700ԁ
    2,300ԁ
    1,900ԁ
    1,600ԁ

    View Slide

  108. 1. MRR
    2. ίϯόʔδϣϯ཰
    3. νϟʔϯ཰ / Ϧςϯγϣϯ཰
    4. ωοτɾϨϕχϡʔɾϦςϯγϣϯ཰
    5. CLVʢސ٬ੜ֔Ձ஋ʣ
    Let’s try!

    View Slide

  109. 109
    ࡞੒ͨ͠ॏཁࢦඪͷνϟʔτ͸
    μογϡϘʔυʹ·ͱΊͯϞχλʔ͍ͨ͠ɻ

    View Slide

  110. 110
    ExploratoryͰ͸࡞੒ͨ͠νϟʔτΛ࢖ͬͯɺμογϡϘʔυΛ࡞੒͢Δ
    ͜ͱ͕Ͱ͖Δɻ

    View Slide

  111. 111
    σʔλ͕ߋ৽͞Εͨࡍ͸σʔλͷ࠶ΠϯϙʔτϘλϯΛΫϦοΫ͢Ε
    ͹ɺμογϡϘʔυͷத਎͕ࣗಈతʹߋ৽͞ΕΔɻ

    View Slide

  112. 112
    ࡞੒ͨ͠μογϡϘʔυ͸ExploratoryͷΫϥ΢υɾαʔόʔʹύϒϦο
    γϡ͕Ͱ͖Δɻ

    View Slide

  113. 113
    ExploratoryͷΫϥ΢υɾαʔόʔ͔ΒύϒϦογϡͨ͠μογϡϘʔυ
    ͷڞ༗͕Մೳɻ

    View Slide

  114. 114
    ͞ΒʹαʔόʔʹύϒϦογϡͨ͠μογϡϘʔυ͸εέδϡʔϧ͢Δ
    ͜ͱ͕Ͱ͖Δɻ

    View Slide

  115. 1. MRR
    2. ίϯόʔδϣϯ཰
    3. νϟʔϯ཰/Ϧςϯγϣϯ཰
    4. ωοτɾϨϕχϡʔɾϦςϯγϣϯ཰
    5. CLVʢސ٬ੜ֔Ձ஋ʣ
    SaaSϏδωε࠷ॏཁKPI τοϓ5

    View Slide

  116. 116

    View Slide

  117. View Slide

  118. 118
    • ୈ1ճɿ SaaSͷ࠷ॏཁKPI ͱͦͷՄࢹԽ Part 1
    • ୈ2ճɿ SaaSͷ࠷ॏཁKPI ͱͦͷՄࢹԽ Part 2
    • ୈ3ճɿ Τϯήʔδϝϯτ Part 1 - DAU/MAU
    • ୈ4ճɿΤϯήʔδϝϯτ Part 2 - ύϫʔϢʔβʔɾΧʔϒ
    • ୈ5ճɿ Τϯήʔδϝϯτ Part 3 -RFV෼ੳ
    • ୈ6ճɿίϗʔτ෼ੳ Part 1 - ϨΠϠʔέʔΩɾνϟʔτ
    • ୈ7ճɿ ίϗʔτ෼ੳ Part 2 - ੜଘۂઢ
    • ୈ8ճɿCLVʢސ٬ੜ֔Ձ஋ʣͷܭࢉ
    • ୈ9ճɿ NPSʢωοτɾϓϩϞʔλʔɾείΞʣͷܭࢉ
    • ୈ10ճɿΞϯέʔτσʔλͷςΩετ෼ੳ
    • ୈ11ճɿCESʢސ٬౒ྗࢦඪʣͷܭࢉ

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  119. 119
    • ୈ1ճɿ SaaSͷ࠷ॏཁKPI ͱͦͷՄࢹԽ Part 1
    • ୈ2ճɿ SaaSͷ࠷ॏཁKPI ͱͦͷՄࢹԽ Part 2
    • ୈ3ճɿ Τϯήʔδϝϯτ Part 1 - DAU/MAU
    • ୈ4ճɿΤϯήʔδϝϯτ Part 2 - ύϫʔϢʔβʔɾΧʔϒ
    • ୈ5ճɿ Τϯήʔδϝϯτ Part 3 -RFV෼ੳ
    • ୈ6ճɿίϗʔτ෼ੳ Part 1 - ϨΠϠʔέʔΩɾνϟʔτ
    • ୈ7ճɿ ίϗʔτ෼ੳ Part 2 - ੜଘۂઢ
    • ୈ8ճɿCLVʢސ٬ੜ֔Ձ஋ʣͷܭࢉ
    • ୈ9ճɿ NPSʢωοτɾϓϩϞʔλʔɾείΞʣͷܭࢉ
    • ୈ10ճɿΞϯέʔτσʔλͷςΩετ෼ੳ
    • ୈ11ճɿCESʢސ٬౒ྗࢦඪʣͷܭࢉ

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  120. ࣍ճηϛφʔ

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  121. EXPLORATORY
    ΦϯϥΠϯɾηϛφʔ #49
    Ξϯέʔτ෼ੳ

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  122. View Slide

  123. σʔλαΠΤϯεɾϒʔτΩϟϯϓ #21
    EXPLORATORY
    2021೥4݄։࠵
    σʔλαΠΤϯεͷख๏Λϓϩάϥϛϯάͳ͠ʹجૅ͔Βମܥతʹֶͼɺ
    ͞Βʹ࣮ࡍͷۀ຿Ͱ࢖͏ͨΊͷεΩϧΛ਎ʹ͚͍͖ͭͯͨͩ·͢ɻ

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  124. 4݄ΦϯϥΠϯ։࠵ʂ
    ೔ఔɿ4݄13೔(Ր), 14೔(ਫ), 15೔(໦)

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  125. • ϏδωεͰ࢖͑Δࢥߟྗͷҭ੒
    σʔλαΠΤϯεͷεΩϧशಘ͚ͩͰͳ͘ɺσʔλΛ࢖ͬͨΑΓΑ͍ҙࢥܾఆΛߦ͏ͨ
    Ίʹඞཁͳ౷ܭతɾ֬཰తࢥߟྗ΋शಘͰ͖Δɻ

    • ݱ৔Ͱ࢖͑ΔεΩϧͷशಘ
    ڭࣨͷத͚ͩͰ௨༻͢Δཧ࿦ΑΓ΋ɺ࣮ࡍͷϏδωεͷݱ৔Ͱͷ໰୊Λղܾ͢ΔͨΊʹ
    ࢖͑ΔεΩϧͷशಘʹॏ৺Λ͓͍ͨτϨʔχϯάɻ

    • ϓϩάϥϛϯάͳ͠
    RݴޠͷUIͰ͋ΔExploratoryΛ෼ੳπʔϧͱͯ͠࢖༻͢ΔͨΊɺࢥߟྗͱσʔλαΠΤϯ
    εͷख๏ͷशಘʹ100ˋूதͰ͖Δɻ
    ಛ௃

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  126. View Slide

  127. σʔλϥϯάϦϯάɾτϨʔχϯά
    5݄։࠵ʂ
    EXPLORATORY

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  128. 5݄ΦϯϥΠϯ։࠵ʂ
    ೔ఔ: 5݄13೔(໦),14೔(ۚ)
    ૣظׂҾɿ3݄31೔(ਫ) ·Ͱ

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  129. Q & A

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  130. 130
    ࿈བྷઌ
    ϝʔϧ
    [email protected]
    SaaS ΞφϦςΟΫε
    https://exploratory.io/saas-analytics
    ϒʔτΩϟϯϓɾτϨʔχϯά
    https://ja.exploratory.io/training-jp
    Twitter
    @Ikuyamm

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  131. EXPLORATORY

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