Part 1: Ladder of metrics, North Star and AARRR

Module 7 · Sat 29 Aug

Metric ek number hai jo kisi goal se juda ho, jiski clear definition, time grain aur cohort ho. KPI progress track karne ke liye sabse important metric hai. Achhi product success = user value + business value, isliye metrics dono dikhayein. User ke job se shuru karo, phir metric chuno.

Class case - UberPool: rider ka job = car mein saste mein travel karna (trip completion, savings, wait time, ETA accuracy track karo); driver ka job = efficiently kamaana (revenue per hour, utilisation, idle time). Two-sided markets mein jo side zyada scarce hai, use aksar priority milti hai.

• Ladder of metrics: input (aapke control ka lever) → output (result). Leading = early predictor; lagging = baad mein confirmation.
• North Star = value ka sabse achha single measure. Class example - Spotify: total listen time. Inputs: playlists, follows, skip rate. Lagging: subscription aur ad revenue.
• AARRR: Acquisition → Activation (pehli real value) → Retention (baar-baar use) → Referral (users users laate hain) → Revenue. Jahan business model fit na ho, wahan ise zabardasti mat lagao.

Retention curves: high aur flat = habit product; tez girawat phir flat tail = trial-and-filter; flat, girawat, recovery = seasonal. Class case - Cred ne har AARRR stage ke liye ek metric map kiya (jaise acquisition ke liye installs aur ROAS). Jaanne layak strategy tools: Porter's Five Forces, PESTEL, STP, SWOT.