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CH 9 - Model 2 Software as a Service (D. Churn (Churn is the percentage of…
CH 9 - Model 2 Software as a Service
A. Intro
有哪些產品是Saas？
Gmail
Salesforce
Asana
Saas商業模式：提供軟體服務給客戶，從週期性的訂閱獲取收入
付費內容：容量、串流等
階層性的付費
例子：icloud
如何吸引客戶
有限制性的免費使用
只能使用某些功能
容量較少
期限後就要收費
折價
因為獲取新客戶的成本不高，但回收效益高，因此得到新客戶並且使他們黏著下來很重要
Key metrics
Attentiom
Enrollment
Stickness
Conversion
Revenue per customer
Customer acquisition cost
Virality
Upselling
Uptime and reliability
Churn
Lifetime value
B. Case Study: Backupify's Customer Lifecycle Learning
先注重於簡單的指標，例如收入及成本
隨著事業的擴張，指標會跟著改變
當你發現你要關注的指標越來越複雜的話，該停下來想一下是否事業本身有什麼缺陷，但這不代表你必須開發新產品，你要做的事是思考市場在哪裏
如果一直保持的每個月的收入，代表公司是穩定的
客戶獲取成本遠低於客戶週期價值的話，代表公司可以擴充
C. Measuring Engagement
Find your engagement pattern: daily use is ultimate metrics
Engagement pattern isn't just the metric like visit frequency. It's the usage pattern throughout your application.
Analyising data of engagement in two ways:
Segment the users and to find their engagement pattern.
A/B testing users with a new feature. If you can not do this, you can compare the users who came after the new feature and came before of it.
D. Churn
Churn is the percentage of people who abandon your service overtime.
You have both users(not paid) and customers(paid), and you should track churn for both groups separately.
In an always-connected world, 90 days is an eternity.
Lifetime value of a customer (The month average user stays x average monthly revenue per user)
Churn formula: Number of churns during period / customers at beginning of period.
Churn calculation can be very complex. There are two simple ways for it:
Measure churn by cohort.
Measure churn each day.
E. Visualizing the SaaS Business
The SaaS Customer Lifecycle p.98
F. Case Study: ClearFit Abandons Monthly Subscriptions for 10x Growth
Who
A Saas Provider help small company find candidates and predict their success
Problem
Unique business model confuse their user
Lower Price
Different Payment method
Take away
Use the pricing/payment method that user feel comfortable with and fit how they budget/compare with other product
Everything, including Pricing and Payment method, make up the product you're offering
G. Wrinkles: Freemium, Tiers, and Other Pricing Models
Promotional Approach
Complexity
Difference between different user group can complicate analysis
Pricing Tiers
Complexity
Different level of consumption
Affordable price may change over time
H. Key Takeaway
