Travel Gems Business Goals

As a team, we started by identifying measurable business goals. Our first pass at the business goals looked like this (notice we had not yet assigned metrics to all of the goals):

  •    Plug the holes in the bucket (before we pour more water in) (<—This meant “stop the attrition before we try to acquire new users”)
    • Increase conversion from download to ‘participant’ (need definition)
    • Decrease abandonment after 1-5 visits
    • Increase daily active users (uniques)
  •    Content-acquisition goals: these are secondary for the “low hanging fruit” project.
    • When in doubt… focus on getting more content from existing curators/creators (not focus on converting more people to become curators)

We identified these basic goals as a team. After the initial workshop, we found actual numbers that we could set goals against. Here’s the ugly slide I created when we had some numbers:

demo-screenshot_20

The Numbers & The Needles

The current metrics, which also represent the needles we want to move. Note that these numbers, and the structure of these numbers, represented the current way of describing the types of users on TravelGems.

  •    90% of users
    • Passive Consumers 80%
      • Non-registered
      •  “TravelGems is pure entertainment…I love looking at the pictures.”
      • “It’s fun to thank and comment on photos in TravelGems.”
    • Participants 10%
      • “I like to create my own collections of TravelGems images. I’m like a gallery curator.”
      • “TravelGems is really useful! I find lots of practical ways to use TravelGems.”
    •    10% of users
      • Content Contributors
      • “I share my amazing discoveries on TravelGems.”

Goals we set against these Numbers & Needles

(I’ve changed the actual numbers set against each of these goals).

  • Passive Consumers:
    • Get people who have already downloaded to show up more often to look at more pictures: Increase frequency of app opens after download from average of once a week to twice a week (within 6 months.)
    • Encourage more passive consumers to ‘chime in’ and participate at least once: Increase percentage of new downloaders who comment at least once within two weeks of download from 10% to 20% (within 6 months)
  • Participants:
    • Encourage people who have ‘chimed in’ once to do it again.
      • Decrease time between first comment and second comment from average of 2 weeks to 1 week.
      • Increase number of people who comment for a second time from 10% of first-time-commenters to 30% of first-time-commenters.
    • Identify the best path for each person who chimed in:
      • Stay passive, but come back often, and continue to chime in if you like. Increase frequency of app opens after download from average of once a week to twice a week (within 6 months.) (<—same goal as above)
      • Start using TravelGems to do something practical. Increase number of users who create their own lists of Gems from 4% of  users to 10% of users.
      • Become a contributor. Increase number of users who add their first Gem Photo within 2 months of downloading app from 5% to 15% (within 6 months.)
    • Contributors:
      • Give us more of the photos you already have.
        • Increase frequency of Gem Photo postings by contributors from average of 1 photo a week to 2 photos a week. (Within 6 months)
        • Increase average total Gem Photos shared by any Gem Photo contributor from 5 to 10 (within 6 months)
      • Take more photos and share them

Same goals as listed above.

Prioritized TravelGems business goals

The team’s driving theory was that increasing the number of shared TravelGem Photos would be the biggest driver to scaling overall users and overall contributions (which included comments and creation of lists) in the next six months. The goals were prioritized accordingly.

  1. Increase number of users who add their first Gem Photo within 2 months of downloading app from 5% to 15% (within 6 months.)
  2. Increase the percentage of new downloaders who comment at least once within two weeks of download from 10% to 20% (within 6 months)
  3. Increase average total Gem Photos shared by any Gem Photo contributor from 5 to 10 (within 6 months)
  4. Increase frequency of Gem Photo postings by contributors from average of 1 photo a week to 2 photos a week. (Within 6 months)
  5. Decrease time between first comment and second comment from average of 2 weeks to 1 week.
  6. Increase number of people who comment for a second time (within 1 week of first comment) from 10% of first-time-commenters to 30% of first-time-commenters.
  7. Increase number of users who create their own lists of Gems from 4% of users to 10% of users.

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