Lean Analytics

Whether you’re a startup founder trying to disrupt an industry or an entrepreneur trying to provoke change from within, your biggest challenge is creating a product people actually want. Lean Analytics steers you in the right direction.

This book shows you how to validate your initial idea, find the right customers, decide what to build, how to monetize your business, and how to spread the word. Packed with more than thirty case studies and insights from over a hundred business experts, Lean Analytics provides you with hard-won, real-world information no entrepreneur can afford to go without.

• Understand Lean Startup, analytics fundamentals, and the data-driven mindset
• Look at six sample business models and how they map to new ventures of all sizes
• Find the One Metric That Matters to you
• Learn how to draw a line in the sand, so you’ll know it’s time to move forward
• Apply Lean Analytics principles to large enterprises and established products

Table of Contents

Part One: Stop Lying to Yourself

Chapter 1: We’re All Liars

Chapter 2: How to Keep Score

Chapter 3: Deciding What to Do with Your Life

Chapter 4: Data-Driven Versus Data-Informed

Part Two: Finding the Right Metric for Right Now

Chapter 5: Analytics Frameworks

Chapter 6: The Discipline of One Metric That Matters

Chapter 7: What Business Are You In?

Chapter 8: Model One: E-commerce

Chapter 9: Model Two: Software as a Service (Saas)

Chapter 10: Model Three: Free Mobile App

Chapter 11: Model Four: Media Site

Chapter 12: Model Five: User-Generated Content

Chapter 13: Model Six: Two-Sided Marketplaces

Chapter 14: What Stage Are You At?

Chapter 15: Stage One: Empathy

Chapter 16: Stage Two: Stickiness

Chapter 17: Stage Three: Virality

Chapter 18: Stage Four: Revenue

Chapter 19: Stage Five: Scale

Chapter 20: Model + Stage Drives the Metric You Track

Part Three: Lines in the Sand

Chapter 21: Am I Good Enough?

Chapter 22: E-commerce: Lines in the Sand

Chapter 23: SaaS: Lines in the Sand

Chapter 24: Free Mobile App: Lines in the Sand

Chapter 25: Media Site: Lines in the Sand

Chapter 26: User-Generated Content: Lines in the Sand

Chapter 27: Two-Sided Marketplaces: Lines in the Sand

Chapter 28: What to Do When You Don’t Have a Baseline

Part Four: Putting Lean Analytics to Work

Chapter 29: Selling into Enterprise Markets

Chapter 30: Lean from Within: Intrapreneurs

Chapter 31: Conclusion: Beyond Startups

Appendix: References and Further Reading

About the Author

Alistair Croll is an entrepreneur, author, and conference organizer. He’s written four books on technology and society, including the best-selling _Lean Analytics_, which has been translated into eight languages. He’s the cofounder of web performance startup Coradiant (acquired by BMC), the Year One Labs startup accelerator, and a number of other early-stage companies. A prolific speaker, Alistair was a visiting executive at Harvard Business School, where he helped create a course on data science and critical thinking. He’s founded and chaired a number of the world’s leading technology events, including Cloud Connect, Strata, Startupfest, Scaletech, and the FWD50 Digital Government conference. He’s currently working on _Just Evil Enough_, the subversive marketing playbook. Alistair lives in Montreal, Canada, and writes at [acroll.substack.com](http://acroll.substack.com).

Benjamin Yoskovitz is a serial entrepreneur with over 15 years of experience in web businesses. The co-founder of Standout Jobs and Year One Labs, he is also an active mentor to numerous startups and startup accelerators. Ben is the author of “Instigator Blog” (instigatorblog.com), and regularly speaks at startup conferences. He’s currently VP Product at GoInstant, which was acquired by Salesforce in 2012.