Keep messaging consistent from ad to landing page. Make sure the page follows through on the ad’s offer or call to action. Even if you have no control over your site, you can still experiment to find the most useful existing pages.

found the highest correlation to post-money valuation for a SaaS company was revenue retention, above revenue growth and total revenue.

SimilarWeb is the backbone of a lot of my research.

So, don’t procrastinate and spend too much time perfecting a model. Often, doing that work is just a way to trick yourself into thinking you’re progressing, but in reality it's just procrastination to actual doing.

So, I try to find businesses that have a high revenue per employee number. This means I likely won’t use an agency model, as agencies need lots of people to scale.

This goal gave me constraints, which are good: The business had to be sellable inside 5 years I didn’t have a lot of money to start, so it couldn’t be expensive I couldn’t raise venture capital

I thought that if I built a business that was doing at least $10 million a year, I could sell it for around $30,000,000.

So, I decided to start a company that was sellable

strategic emphasis here would indicate the best location to not only strike the market, but to win in it.

The attributes to include in this definition are user attributes, organizational attributes, geographical details, consumption habits, and effective audience segmentation. Let’s look at each in a little more detail.

multiple segments in the target audience with different pain points and different alternatives, in which case it will likely be necessary to create a separate positioning strategy for each segment

To help you synthesize your research in one place, we also built a Positioning Map template, which can be used to communicate your positioning strategy to the rest of the organization

product marketers also need to synthesize their findings and validate the quality of their research

If you set your MDE higher than this value, then there is a chance you would accept a null hypothesis. You'd be accepting that there's no difference between your two variations, when in fact there is a difference less than your MDE.

For example, if an MDE is selected to be 5% and a solution variation is 2% better than the control variation, it is seen as a null impact test, not a positive impact test. In this way, MDE is a representation of the precision of the test. A lower MDE means a more precise test, able to detect smaller differences between the variations.

The first is when you don't really have historical data on the area that you're testing. This happens when an A/B test is measuring two variations of something new. Organizations may launch a new product and run an A/B test on its first release to see how two different versions of some area perform.

The strategy is good for two situations.

However, it is not a guarantee that future performance will equal past performance. So while this is good as an estimating tool, if the control variation performs much differently, it could make your estimated sample size less valid.

1) setting it equal to historical performance or 2) estimating your baseline metric based on projections.

The baseline metric is the outcome metric for your control variation. It's called the baseline metric because it is what you'll compare your solution variation to.

That means that calculating your sample size has three steps. One, we need to define our baseline metric. Two, we need to select our Minimum Detectable Effect. And three, we need to calculate and sense check the sample size.

We've established that there are three outcomes of an A/B test: a positive impact, a negative impact and null impact. 

When someone decides to use a product, they exactly know what they want from it (whether they get what they expected or not is another story). In Dropbox’s case, people wanted cloud storage; the more, the better.

Dropbox knew this and not only made the whole onboarding a six-step piece of cake, but Dropbox integrated their referral program in it, as a final step.

they decided to reward people with more free space not only for referring to their friends but also for accepting an invitation.

Let’s have a quick dive into Dropbox’s metric history: September 2008: 100K registered users December 2009: 4M registered users September 2017: 33.9M registered users, 10B evaluation + 1B revenue.

Sure, many factors contributed to Slack’s viral growth. However, we do know that  Slack didn’t hire an outbound sales team until 2016, and they reached a $1.1B valuation before bringing a CMO onboard. 

The collaboration hub has achieved even greater heights since then. Here’s what Slack’s scorecard looks like:

In the beginning, we often got bogged down trying to launch a big idea. Each time our tempo slowed down (missing our goal of launching three tests per week), our growth slowed down

In other words, it is about evaluating what part of the growth model is the biggest constraint at this time

However, Pinterest was starting to wonder —  is that the right retention metric? This question has two primary parts: frequency and action.

Alternatives: The alternatives might include browsing magazines, searching images on Google, and/or consulting experts.

Imagine it's 2015, and Pinterest is about 5 years into its story. Pinterest introduced sponsored pins in late 2014 and brought in less than $25M in revenue that year

A smaller share of budget spent in the learning phase typically results in a higher share of budget spent on stable performance and lower CPA. Advertisers with ~20% of spend in the learning phase (second decile) see 17% more conversions and 15% lower CPA than advertisers with ~80% of spend in the learning phase (sixth decile).*

A prince who is not himself wise cannot be wisely advised...Good advice depends on the shrewdness of the prince who seeks it.

Bill Gates, for example, was among the smartest people in business in his era, but he was also among the hardest working. "I never took a day off in my twenties," he said. "Not one." It was similar with Lionel Messi. He had great natural ability, but when his youth coaches talk about him, what they remember is not his talent but his dedication and his desire to win. P. G. Wodehouse would probably get my vote for best English writer of the 20th century, if I had to choose. Certainly no one ever made it look easier. But no one ever worked harder. At 74, he wrote with each new book of mine I have, as I say, the feeling that this time I have picked a lemon in the garden of literature. A good thing, really, I suppose. Keeps one up on one's toes and makes one rewrite every sentence ten times. Or in many cases twenty times.

t’s important to realize that in many cases if you are launching a product, it makes sense to sell a high-priced product to the affluent in some fashion in the beginning

And then once I serve that target, the market becomes broader. So then immediately it starts to bleed over the edges to, say, females, again 25 to 35, tech savvy, living in a handful of primary cities in the U.S. and then it bleeds around the age edges, both downward and upward, and so on. So, you don’t have to target the entire world if you want to sell a product to the entire world; you need to start really, really specific and precise.

At the time, that meant 25 to 35, tech-savvy males in a handful of cities with a generally high level of education. That mean San Francisco, New York, LA, Chicago, and so on.