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

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ུྺ 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

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Vision ͢΂ͯͷਓ͕σʔλΛ࢖ͬͯ ΑΓΑ͍ҙࢥܾఆΛ͢Δ 3

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4 Mission σʔλαΠΤϯεͷຽओԽ

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

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

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

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

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

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12

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SaaSاۀ

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

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15 SaaSͷϏδωε͸αϒεΫϦϓγϣϯܕ͕Ώ͑ʹɺ ചΓ੾ΓܕͷϏδωεͱ͸ҟͳΔࢦඪΛϞχλʔ͢Δɻ

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

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

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18 10ສԁͷചΓ੾ΓͷϥΠηϯεɾϏδωεͱɺ ֹ݄1ສԁͷSaaSϏδωεΛൺ΂Δɻ

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19 1݄ 10ສԁ … 12݄ 2݄ 3݄ ചΓ੾ΓͷϏδωεͰ͸1ਓͷސ٬ʹϥΠηϯεΛൢചͨ͠Βɺཌ݄΋ ͦͷސ٬͔Βऩӹ͕ݟࠐΊΔͱ͸ݶΒͳ͍ɻ

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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39 ίϯόʔδϣϯ = νϟʔϯ ྫ͑͹ɺ3݄͸ίϯόʔδϣϯʹΑͬͯ֫ಘͨ͠ऩӹͱνϟʔϯʹΑͬ ࣦͯͬͨऩӹ͕Ұॹͩͬͨɻ

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Ϗδωε͸ఀ଺ͨ͠ɻ 40

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41 ίϯόʔ δϣϯ ίϯόʔ δϣϯ ίϯόʔ δϣϯ ίϯόʔ δϣϯ ίϯόʔ δϣϯ 1݄ 2݄ 3݄ 4݄ νϟʔϯ ίϯόʔ δϣϯ νϟʔϯ 1ສԁ 2ສԁ 0ԁ 1ສԁ SaaSϏδωεͷ੒௕͸ɺίϯόʔδϣϯͰಘͨऩӹͱνϟʔϯͰࣦ͏ऩӹͷࠩͰ ܾ·ΔͨΊɺίϯόʔδϣϯΛ૿΍͚ͩ͢Ͱͳ͘ɺνϟʔϯΛݮΒ͢͜ͱ΋ॏཁ ͱͳΔɻ

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

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

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

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

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

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47 ҰํͰɺͲΕ͚ͩͷސ٬͕αʔϏεΛܧଓ͍ͯ͠Δ͔Λ ஌Γ͍ͨ͜ͱ΋͋Δɻ

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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71 1݄ 10ສԁ … 12݄ 2݄ 3݄ ചΓ੾ΓͷϏδωεͰ͸1ਓͷސ٬ʹϥΠηϯεΛൢചͨ͠Βɺཌ݄΋ ͦͷސ٬͔Βऩӹ͕ݟࠐΊΔͱ͸ݶΒͳ͍ɻ

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

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73 1݄ 1ສԁ 2݄ 3݄ CLV … 12݄ 1ສԁ 1ສԁ 1ສԁ 11ສԁ ͜ͷ௨ࢉͷऩӹΛCLVʢCustomer Lifetime Value / ސ٬ੜ֔Ձ஋ʣͱ ݺͼɺLTVʢLifetime Valueʣͱݺ͹ΕΔ͜ͱ΋͋Δɻ

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

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

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

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

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

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

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

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81 ฏۉܧଓظؒ͸ɺνϟʔϯ཰Λ΋ͱʹܭࢉ͢Δ͜ͱ ͕Ͱ͖Δɻ

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

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

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

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85 ͜ͷܭࢉํ๏ʹ͸1ͭ໰୊͕͋Δɻ

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

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

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

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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

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

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

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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߹

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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%

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

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95 ࣮͸͜ͷੜଘۂઢʢੜଘ཰ʣΛར༻͢Δ͜ͱͰɺCLVΛΑΓద੾ʹਪఆ ͢Δ͜ͱͰ͖Δɻ

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

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97 ҎԼͷΑ͏ͳੜଘۂઢΛඳ͘ɺֹ݄අ༻͕1ສԁͷαʔϏεΛྫʹߟ͑ ͯΈΔɻ

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

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99 1ϲ݄ޙʹ͸80%ɺ͢ͳΘͪ80ਓͷސ٬͕՝ۚ͢Δ͜ͱΛਪఆͰ͖Δɻ

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

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

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

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

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

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͜ͷܭࢉΛ࠷ޙ·Ͱ܁Γฦ͢ɻ 105

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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

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͜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

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

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109 ࡞੒ͨ͠ॏཁࢦඪͷνϟʔτ͸ μογϡϘʔυʹ·ͱΊͯϞχλʔ͍ͨ͠ɻ

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

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

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112 ࡞੒ͨ͠μογϡϘʔυ͸ExploratoryͷΫϥ΢υɾαʔόʔʹύϒϦο γϡ͕Ͱ͖Δɻ

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113 ExploratoryͷΫϥ΢υɾαʔόʔ͔ΒύϒϦογϡͨ͠μογϡϘʔυ ͷڞ༗͕Մೳɻ

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114 ͞ΒʹαʔόʔʹύϒϦογϡͨ͠μογϡϘʔυ͸εέδϡʔϧ͢Δ ͜ͱ͕Ͱ͖Δɻ

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

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116

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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 • ୈ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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࣍ճηϛφʔ

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EXPLORATORY ΦϯϥΠϯɾηϛφʔ #49 Ξϯέʔτ෼ੳ

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

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

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• 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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σʔλϥϯάϦϯάɾτϨʔχϯά 5݄։࠵ʂ EXPLORATORY

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

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Q & A

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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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EXPLORATORY