DesignWithValue AARRR Framework. Free Worksheet for SaaS Companies & Startups Oskar Bader - www.designwithvalue.

com

AARRR Framework. Free Worksheet for SaaS Companies & Startups.

Full guide to the AARRR Framework: https://www.designwithvalue.com/aarrr-framework

Acquisition Activation Retention Referral Revenue

How can we make How can we turn acquired customers How can we keep customers How can we get customers How can we turn free
customers find us? into active customers? coming back to us? to recommend our service? customers into paying customers?

Ask yourself What keeps our customers up at night? How can we provide an exceptional How long are customers active? What incentives would customers need How many customers become paying
What motivates our customers to solve their customer experience? How fast can How long are customers using our service? to invite friends? What do customers like customers? What is the average order value
problem? What's the desired future state for customers find value in our service? What What does customer retention mean most about our service? At which point of per customer? How many repeated
our customers? How much are the CAC per do customers value most in our service? for our service? What is most valuable to their journey would customers most customers do we have and how often do
marketing channel? How many customers What steps would an ideal customer take? our customers? probably invite friends?
can we reach with this marketing channel? What behaviors correlate with customer
Are we getting the right customers in this retention? What does activation mean for
marketing channel?

Frameworks Personas = identify your target audience. Personas = identify what your target Kano Model = find out which features are Kano Model = find out which features are Kano Model = identify which features
audience values most. most valuable to customers & which most valuable to customers. make free customers paying customers.
Bullseye Framework = identify marketing features to implement next.
channels with traction and the best ROI. Journey Maps = identify the Journey Maps = identify at which point of PVP Index = identify the most promising
onboarding process. Journey Maps = identify the complete their journey customers would most market segmentation.
PVP Index = identify the most promising customer flow in your service. probably invite friends.
market segment.

Journey Maps = identify customer touch

points and the customer journey.

Metrics to measure Customer acquisition cost (per channel) Time to value Retention rate vs. churn rate Percentage of customers who refer friends Customer lifetime value
Conversion rate Visitors to registration ratio Open rate of emails Referred customers Customer acquisition cost
Recommended
Traffic driven to the website (per channel) Conversion rate Click trough rate of emails Percentage of total purchases by Monthly recurring revenue
Nice to have Click-through rate How many customers used a Customer churn referred customers Revenue churn
Cost per click crucial product feature? Month to recover CAC Lifetime value of referred customers Average order value per customer
Dwell time on website How many customers experienced Average customer retention length Viral coefficient & viral cycle time Repeated purchases
Bounce rates the AHA moment? (time people stay active customers) Social media shares Expansion revenue
Quality of leads Drop off rate Net promoter score Sent invitations & successful invitations How many free customers
Dwell time on website + viewed pages Infrequent logins Positive reviews become paying customers?
Net promoter score

Pro tip Focus channels with the lowest CAC and the Get people fast to the AHA moment. Valuable emails or push notifications Viral loops lead to massive growth & A good rule of thumb is a customer lifetime
highest return. can have significant improvements reduces customer acquisition cost. value to customer acquisition ratio of 3:1.
Measure the key actions successful on retention rate.
Create a mechanism for free acquisition. customers take. Use gamification and incentives to
It’s cheaper to retain customers than to push referrals.
Create an exceptional onboarding experience. acquire new customers.

Oskar Bader
Full guide to the AARRR Framework: https://www.designwithvalue.com/aarrr-framework
www.designwithvalue.com
DesignWithValue 19 Traction Channels for your SaaS Company | Startup Oskar Bader - www.designwithvalue.com

19 Marketing Channels to get traction for your SaaS Company | Startup

Full guide to every traction channel: www.designwithvalue.com/bullseye-framework

www

Social & Display Ads Offline Ads Search Engine Marketing (SEM) Search engine optimization (SEO) Email Marketing
Ads via social media or Ads via TV, radio, magazines, newspaper. Purchasing ads on search engines Optimizing your website Sending emails directly to customers to drive
banner ads on websites. to gain traffic. to get organic traffic. sales or increase customer loyalty.

Ask yourself Ask yourself Ask yourself Ask yourself Ask yourself
Why should people care, why should they click? What offline channels are potential customers using? What is most important for our customers? What are our customers searching for on Google? What email content is most valuable for our customers?
How can we stand out from the crowd? How can we track the effectiveness of the channel? What conversation are our customers having in their mind? What keyword can we rank for that is relevant to customers? What is the best time to reach customers via email?
What content is most valuable for our customers? What is the overall goal of the campaign (Awareness, Traffic)? How many customers can we reach with this specific keyword? How can we differentiate from all the other email campaigns?
What platform are potential customers using? How much are we willing to invest to get a customer? What is our customers’ search intent on Google?

Metrics Metrics Metrics Metrics Metrics

Customer acquisition cost CAC per channel Click-through-rate Ranking position Email bounce rate
Conversion rate Reach Cost per click | Cost per mille Click-through-rate Open rate
Cost per click Conversion rate Cost per acquisition Bounce rate & dwell time on website Click-through rate | Click to open rate
Shares, likes, impressions Quality of leads Conversion rate Conversion rate Conversion rate

Content Marketing Targeting Blogs Viral marketing Sales Trade Shows

Creating content to pull your audience Target blogs your customers read Existing customers recommend Process of generating, qualifying and Show your product or
towards your business. to get reach and traffic. your service to others. converting leads into customers. service in person.

Ask yourself Ask yourself Ask yourself Ask yourself Ask yourself
What content is most valuable to our audience? What blogs are our audience reading? What do customers like most about our service? To whom can we provide the most value? Who do we want to meet at the event?
How can we stand out from the crowd? What content would be most valuable to our audience? What incentives do customers need to invite friends? How can we shorten the sales cycle? Where would potential customers expect us?
How can we make the natural leap to our products/services? How many customers can we reach with this At which point of their journey would customers What are the objections leads have before buying from us? How can we stand out from the crowd?
marketing channel? most probably invite friends? How can we simplify the buying process for our leads? How many customers can we reach at the event?

Metrics Metrics Metrics Metrics Metrics

Shares, likes, impressions Blog traffic Net Promoter Score Customer acquisition cost Quality of leads
Dwell time & bounce rate on website Click-through rate LTV of referred customers How many leads became paying customers? Click-through-rate (Marketing material)
Conversion rate Traffic & dwell time on website Sent invitations & successful invitations Expected lifetime value of different leads Conversion rate
Conversion rate Viral coefficient & viral cycle time Quality of leads How many visitors became customers?

Offline Events Speaking Engagements Community Building Affiliate marketing Business development
Running events to engage Giving talks or workshops to Creating a network Commission based sales. Strategic partnerships
with prospective customers. potential customers. of raving fans. with other businesses.

Ask yourself Ask yourself Ask yourself Ask yourself Ask yourself
What topics does our target audience value most? What is most valuable to our audience? What is most valuable to our community? Which influencer/affiliate fits our company? What critical milestones do we want to hit?
How can we make the natural leap to our product/service? What are the success criteria for our presentation? What benefits should people find in our community? Which affiliate has the right audience for our service? Which partner can help us hit our milestone?
Who do we want to meet at the event? What do we want people to learn? How can a community complement our customer experience? What conversion are we trying to achieve? (Traffic / Leads) What kind of partnership can help us hit our milestone?
How many potential customers can we reach at the event? What action do we want people to take? How does success look like to us? How much are we willing to pay affiliates to acquire a customer?

Metrics Metrics Metrics Metrics Metrics

No show rate No show rate Total community members | New members this month Traffic driven to the website Number of potential partners
Quality of leads Quality of leads Active vs Inactive members Bounce rate Quality of leads
Click-through-rate (Marketing material) Click-through rate (Marketing material) Engagements on posts (Likes, shares, comments) Quality of leads Lead conversion rate
How many visitors became customers? Conversion rate Member-posts Conversion rate

Public relations Unconventional PR Existing platforms Engineering as Marketing

Getting media coverage via Actions that bring publicity and build Utilizing the traffic Building tools/widgets to draw
newspaper or magazines. a strong positive brand image. on established platforms. customers to your brand.

Ask yourself Ask yourself Ask yourself Ask yourself

What content has the best chance of getting covered? What publicity stunt would get the most media coverage? What platform is our audience using? What tool / widget would our customers most value?
What kind of magazine/newspaper do potential customers use? How can we turn customers into evangelists? What app/extension is most valuable to our audience? How many customers can we reach with this channel?
What success metrics are important to us? Why should people download the app/install the extension? What steps would an ideal customer take?
How can we make the natural leap to our product/service?

Metrics Metrics Metrics Metrics

How many customers can we reach through this media outlet? CAC for publicity stunt App/Browser extension downloads Traffic & dwell time on website
How many people will fit our customer profile? How many customers can we reach with this stunt? Engagement (Reviews and comments) Click-through rate
Conversion rate How many people will fit our customer profile? Conversion rate Quality of leads
Conversion rate Conversion rate

Oskar Bader
Full guide to every traction channel: www.designwithvalue.com/bullseye-framework
www.designwithvalue.com
DesignWithValue SaaS Metrics. Ultimate guide to key metrics that drive growth for your SaaS company. Oskar Bader - www.designwithvalue.com

SaaS Metrics. Ultimate guide to key metrics that drive growth for your SaaS company.
Full guide to every SaaS metric: https://designwithvalue.com/saas-metrics

The Basics

Customer Lifetime Value (CLV) Month To Recover CAC

Conversion Rate (CR) Customer Acquisition Cost (CAC) Customer Churn Rate Gross Revenue Churn
Customer Lifetime Value describes the Month To Recover CAC shows you how
The Conversion Rate is the percentage of Customer Acquisition Cost describes the total Customer Churn is when existing customers Revenue that is lost because of subscription
total revenue generated by a long it will take you to recover your initial
customers that complete a desired goal amount you spend to acquire a customer stop doing business with a company cancellations or failed renewals
customer over their lifetime customer acquisition cost

How to improve How to improve How to improve How to improve How to improve How to improve
Design engaging call to action buttons Use inbound marketing Raise your prices Increase your prices Target the right audience for your service Raise your prices
Use trust signs (testimonials) Use referral programs Reward people to upgrade Reduce CAC by finding more effective marketing channels Provide an exceptional customer experience Reward people to upgrade
Remove any unnecessary cluster Improve the conversion rate for your service Make upgrading to higher plans easy Reward people to upgrade to higher plans Provide value regularly Make upgrading to higher plans easy
Make sure you communicate your value Use marketing automation Create bundles that offer a discount for larger purchases Focus on expansion revenue through up-sells and cross-sells Ask customers for feedback to improve your service Provide value regularly
Make it easy for your customers to reach their desired goal Find marketing channels with a lower CAC Improve and expand your service Reward people to use annual contracts Learn from churned customers Improve and expand your service

Net Revenue Churn Monthly Recurring Revenue (MRR) Annual Recurring Revenue (ARR) Expansion Revenue Average Revenue Per User (ARPU) Daily Active Users (DAU)
Revenue that is lost due to subscription Monthly Recurring Revenue is the revenue Annual Recurring Revenue is the revenue Expansion Revenue is the revenue
Average Revenue Per User is the average Daily Active Users is the amount of unique
cancellations or failed renewals, modified a company expects to receive on a company expects to receive on that is additionally generated from a
revenue generated per user or unit visitors who interact with your service in a day
by expansion revenue a monthly basis a yearly basis customers's initial purchase

How to improve How to improve How to improve How to improve How to improve How to improve
Raise your prices Raise your prices Raise your prices Make upgrading to higher plans easy Incentivize people to upgrade to higher plans Provide value regularly
Reward people to upgrade Reward people to upgrade Reward people to upgrade Reward people to upgrade Make upgrading to higher plans easy Create a community around your service
Make upgrading to higher plans easy Make upgrading to higher plans easy Make upgrading to higher plans easy Develop additional features based on your customer's needs Increase your prices Use push notifications and regular, valuable emails
Provide value regularly Provide value regularly Provide value regularly Offer related products Improve and expand your service
Improve and expand your service Improve and expand your service Improve and expand your service Experiment with pricing plans

Viral metrics

Viral Coefficient Viral Cycle Time Time To Value (TTV)

The Viral Coefficient represents the number
The Viral Cycle Time tells you how long it takes Time To Value shows you how long it takes
of additional customers you get
a customer to invite another customer customers to find value in your service
for each customer

How to improve How to improve How to improve

Create an amazing user experience Show the value of your service as fast as possible Reduce any unnecessary steps to the AHA moment
Design a mechanism for existing users to get more users Make sharing as easy as possible Use meaningful onboarding
Make sharing as easy as possible Reward users immediately when they share your service Use emails / SMS to guide customers to the AHA moment
Reward people for inviting their friends Learn when and how users want to share your service Personalize the customer's experience
Reward people for accepting the invitation

Email metrics

Email Bounce Rate Click-Through Rate of emails (CTR) Click To Open Rate (CTOR)
Email Open Rate
Email Bounce Rate is the percentage of Email CTR is the percentage of people Click To Open Rate shows how many
Email Open Rate is the percentage of
emails that could not been delivered to who clicked a button, a link or an subscribers who opened your
subscribers who open your email
your email subscribers image in your email email took action

How to improve How to improve How to improve How to improve

Use a double opt-in Use a personalized subject line Write engaging copy text & use engaging images Use an engaging Call to Action Button
Be clear about the content you are sending to your subscribers Communicate benefits, not features Use an engaging Call to Action Button Put the most important content first
Engage consistently with your subscribers Time emails based on customer behavior Make it personal Write engaging copy text & use engaging images
Give subscribers the chance to opt-out Consider the character-count Communicate benefits, not features Communicate benefits, not features
Don't use words that indicate spam Time emails based on customer behavior Make your emails mobile friendly

Social Marketing & Website metrics

Dwell Time Website Bounce Rate Website Exit Rate

Cost Per Mille (CPM) Cost Per Click (CPC)
Dwell Time is the time a visitor spends on a Website Bounce Rate describes a one-page Exit Rate represents the amount of people
Cost Per Mille shows you the cost CPC shows how much it costs to buy
web page before returning to the SERP visit where people visit your site and leave, who left a specific page, even if they
per thousand impressions a click on your advertisement
(Search Engine Results Page) without taking action didn’t originally land on it.

How to improve How to improve How to improve How to improve How to improve
Target the right audience Test your design and wording and remove the losers Improve your page speed Improve your page speed Improve your page speed
Test your design and wording and remove the losers Chose a niche topic Make your page mobile friendly Make your page mobile friendly Make your page mobile friendly
Add engaging features to your post Use negative keywords Use videos to make people engage longer with your content Show the value of your service immediately Show the value of your service immediately
A/B test your ads Test different ad positions Show the value of your service immediately Use internal links to guide visitors through your page Use internal links to guide visitors through your page
Improve your ad's relevance score Adjust bids by devices or locations Use internal links to guide visitors through your page Use clear call to action buttons Use clear call to action buttons

Retention & Referral metrics

Marketing Qualified Leads (MQL) Sales Qualified Leads (SQL) Customer Health Score Customer Retention Rate (CRR)
Quality Of Leads Net Promoter Score (NPS)
Marketing Qualified Leads describe Sales Qualified Leads describe all leads Customer Health Score predicts how Customer Retention Rate shows you the
Quality Of Leads shows you how likely your The NPS measures customer loyalty
all customers who have shown that the sales team has qualified your relationship with a customer amount of customers your company
prospects are to become paying customers and likelihood of churn
interested in your brand as a potential customer. is going to change in the future has kept in a given time period

How to improve How to improve How to improve How to improve How to improve How to improve
Tailer your design and messaging to your target audience Create an exceptional user experience Create an exceptional user experience Provide value regularly Provide an exceptional customer experience Provide an exceptional customer experience
Make form fields required Nurture and follow up Nurture and follow up Proactively solve problems Learn from churned customers Provide value regularly
Ask for business-email on your website Leverage your successful customers Use clear call to action buttons Ask for customer feedback Make upgrading to higher plans easy Have a great customer support
Listen to your prospects’ needs and provide quality Use clear call to action buttons Reduce any friction points your customers Reward people to upgrade Ask customers for feedback to improve your service
content to answer their questions are having with your service Provide value regularly Learn from churned customers

Oskar Bader
Full guide to every SaaS metric: https://designwithvalue.com/saas-metrics
www.designwithvalue.com