1. Growth Team
1.1. Overall Structure
1.1.1. Attract
1.1.1.1. Visibility
1.1.1.1.1. SEMRush Index
1.1.1.1.2. Keywords as traffic source
1.1.1.2. Traffic
1.1.1.2.1. Sessions Total (HubSpot)
1.1.1.3. Brand awareness
1.1.1.3.1. Follower by platform
1.1.1.3.2. Impressions by platform
1.1.2. Contact Base
1.1.2.1. by Segment
1.1.2.2. by source
1.1.2.2.1. Multipliers
1.1.2.2.2. Social
1.1.2.2.3. Organic
1.1.2.3. by campaign
1.1.2.4. by country
1.1.2.4.1. UK
1.1.2.4.2. DE
1.1.3. Customer Journey
1.1.3.1. sign-up page open
1.1.3.2. signup completed
1.1.3.3. Mail opens
1.1.3.4. Signup confirmed (mail activiation)
1.1.3.5. Onboarding completed
1.1.3.6. Active user (PQL)
1.1.3.7. New Revenue by month (MRR)
1.1.4. Delight
1.1.4.1. Community
1.1.4.1.1. Traffic
1.1.4.1.2. Subscriber
1.1.4.1.3. Engagement (Comments, Likes etc.)
1.1.4.1.4. Top 5 best performing Topics
1.1.4.2. NPS active Users
1.1.4.3. PMF Score active Users
1.1.4.4. Churn Rate
1.1.4.5. Product Referrals
1.1.4.6. New Tech Support Tickets
1.1.4.7. New Accounting Support Tickets
1.1.5. Costs per Result
1.1.5.1. Cost per month
1.1.5.1.1. Internal Costs
1.1.5.1.2. Supplier (Retainer)
1.1.5.1.3. Licences
1.1.5.1.4. Paid Media
1.1.5.1.5. Partner & Multiplier
1.1.5.2. Cost per session
1.1.5.2.1. Total costs / Total sessions
1.1.5.3. Cost per Sign-Up
1.1.5.3.1. Total costs / Total Sign-Ups
1.1.5.4. Client Acquisition Costs (CAC)
1.1.5.4.1. Total costs / Signup completed
1.1.5.5. CAC / ARR (anual recurring revenue)
1.1.6. Sales
1.1.6.1. new Multiplier won
1.1.6.2. new Strategic Partner won
1.1.7. Convert
1.1.7.1. Leads (Freemium)
1.1.7.1.1. Source
1.1.7.1.2. Market
1.1.7.1.3. Segment
1.1.7.2. Signup
1.1.7.3. Contact Base
1.1.8. Close
1.1.8.1. CVR MQL
1.1.8.2. SQL
1.1.8.3. Opportunity
1.1.8.4. Customer
1.2. Campaigns
1.2.1. 2020/2021
1.2.1.1. UK
1.2.1.1.1. Branding & Awareness
1.2.1.1.2. UK Landlords LeadGen
1.2.1.1.3. UK Landlords_Allianz LeadGen
1.2.1.1.4. UK Drivers LeadGen
1.2.1.1.5. UK Tradesman
1.2.1.1.6. UK Hair & Beauty
1.2.1.2. DACH
1.2.1.2.1. Branding & Awareness
1.2.1.2.2. Studenten LeadGen
1.2.1.2.3. Kurzarbeiter LeadGen
1.3. Drill down
1.3.1. by Campaign
1.3.2. by Market/Country)
1.3.3. by Segment (occupation)
1.3.3.1. Self-Employed
1.3.3.2. Angestellte
1.3.3.3. Drivers
1.3.3.4. Landlords
1.3.3.5. Hair & beauty
1.3.3.6. Fitness
1.3.4. by source
1.3.4.1. Multiplier (referral)
1.3.4.1.1. Allianz
1.3.4.1.2. HMRC
1.3.4.2. Paid
1.3.4.3. Organic
1.3.4.4. Direct
1.3.4.5. Social
1.3.5. By Product
1.3.5.1. MTD
1.3.5.2. MTD Premium
1.3.5.3. Jellyfish
1.3.5.4. Companion
1.4. KPIs for a later stage
1.4.1. SaaS Metrics 2.0 – Detailed Definitions
2. Product Team
2.1. Prozesse
2.1.1. Arbeitszimmer
2.1.2. ist mir egal / nicht
2.1.3. Was kann ich absetzen?
2.2. Prozzese
2.2.1. Top 3-5 Perfomer
2.2.2. Low 3-5 perfomer
2.2.3. % erfolgreichen Qualifikation
2.2.4. Welche Hilfstexte werden angezeigt?
2.2.5. Total submission Tax Reports fillings (Conversion) [Conversion from Marketing]
2.3. Review prozesse
2.3.1. Welche Prozesse werden in der Review nochmals aufgeschlüsselt?
2.4. Onboarding
2.4.1. Onboarding Funnel Progess
2.4.1.1. Wann springst du
2.4.2. Sign-on aps?
2.4.3. Welche Schwerpunkte hast du für deine Steuern?
2.5. Activity
2.5.1. MAU
2.5.2. WAU
2.5.3. DAU
2.6. Device usage
2.6.1. Which devices are used?
2.6.2. When are which devices being used?
3. Personal KPIs
3.1. Diana
3.2. Niklas
3.3. Stefan
3.4. Anish
4. Board
5. Worksession 29.10
5.1. Agenda & Key Results
5.1.1. We have defined our KPIs
5.1.2. We defined our Campaigns till Q1 2021
5.1.3. Projekte & Prios
5.1.3.1. Zendesk
5.1.3.1.1. Call with Jason
5.1.3.1.2. Next: Define Use Cases
5.1.3.2. Styleguide: Freigabe
5.1.3.2.1. Macht Strichpunkt
5.1.3.3. Vorlage für Kampagnenplanung
5.1.4. Retainer UK
5.1.4.1. Wir sollen November mit aufnehmen?
5.1.4.2. Retainer ab Dezember
5.1.4.2.1. für 6 Monate
5.1.4.3. Optimierung Zusammenarbeit
5.1.4.3.1. Sprint planning
5.1.4.3.2. RASCI
5.1.4.4. Ansätze
5.1.4.4.1. Upfront Payment 6 monate
5.2. Next Steps
5.2.1. BEE
5.2.1.1. we create the Performance control
5.2.1.2. We create funnel reports (live reports) to share
5.2.1.3. Create HubSpot Campaigns
5.2.2. apari
5.2.2.1. licences
5.2.2.1.1. Data Studio?
5.2.2.1.2. Databox?
5.2.2.1.3. nexoya
5.3. Backlog
5.3.1. Landingpage apari EU - One Pager
5.3.2. Semrush setup
5.3.2.1. KW definieren
5.3.3. Product intelligence tool
5.3.3.1. EU compliance sicherstellen
5.3.3.2. Saas-pricing - Kissmetrics
5.3.4. Build first Performance Control MVP
5.3.4.1. Define owner for each KPIs
5.3.4.2. Define Ruleset for Campaigns
5.3.4.2.1. No activity w/o an assigned campaign
5.3.4.2.2. No campaign w/o an assigned Key Result
5.3.4.2.3. Campaigns are (generally) always targeted at spefic segments
5.3.5. Website Migration
5.3.5.1. Offerte Task
5.3.6. NPS abfragen
5.3.6.1. Service modul
5.3.7. PMF Score berechnen
5.3.7.1. https://firstround.com/review/how-superhuman-built-an-engine-to-find-product-market-fit/
5.3.8. Product Lead Growth ermöglichen
5.3.8.1. Stefan
5.3.9. Define costs more precisely
5.3.9.1. how do we calculate & attriubute internal costs
5.3.10. Tasks
5.3.10.1. Landingpage apari EU - One Pager
5.3.10.2. Semrush setup
5.3.10.3. Product intelligence tool
5.3.10.4. Build first Performance Control MVP
5.3.10.5. Website Migration
5.3.10.6. NPS abfragen
5.3.10.7. PMF Score berechnen
5.3.10.8. Product Lead Growth ermöglichen
5.3.10.9. Define costs more precisely
6. Legende Tools
6.1. HubSpot Integrated Reporting Tool
6.1.1. Homepage
6.1.2. SSO
6.1.3. Landing pages
6.1.4. Blog Content
6.1.4.1. Hosted on SquareSpace CMS
6.1.5. Product Pages (sub-domains)
6.2. Hotjar
6.2.1. Heatmap Functionality
6.3. Google Analytics
6.3.1. Website
6.3.1.1. Customized Views
6.3.1.2. Customized Attributed and deeper tracking
6.3.1.3. Creation of funnels
6.3.1.4. Creation of customized goals with value attribution
6.3.2. SSO
6.4. Google Search Console/Keyword Hero
6.4.1. Website
6.4.1.1. Crawling website for errors
6.4.1.2. Analytics Tool for untracked pages
6.4.2. SSO
6.5. Google Tag Manager
6.5.1. Website
6.5.1.1. Integration of tracking pixels (events)
6.5.1.2. Creation of customized pixels
6.5.2. SSO
6.6. Google Data Studio
6.6.1. Reporting Master Tool
6.6.1.1. HubSpot Data (CMS Pages)
6.6.1.2. Google Analytics (Funnel + Pixels measuring events)
6.6.1.3. Keyword Hero (Most performing inbound keywords)
6.6.1.4. Hotjar (best performing CTA's - most attractive content)
6.6.1.5. Google Tag Manager to implement events tracking and pixels
6.6.1.6. SemRush to track page authority and best referrals
6.7. Semrush
6.7.1. SEO Analytics Tool but I reckon we do not need it integrated unless "Page performance" is a important KPI's (benchmark with competition)
6.8. Apari Software (The product itself)
6.8.1. Product
6.9. Product Intelligence Tool
6.9.1. Product
6.9.2. TBD
6.10. Next Steps
6.10.1. Entscheid bzgl. Tools
6.10.2. Entscheid welches GA tool
6.10.3. RACI bzgl. Tools
6.10.3.1. SSO auf Tool Seite
6.10.3.1.1. Michel
6.10.3.2. Setup Tools generel - iterative Ansatz?
6.10.3.2.1. Erstellung von MVP Dashboard gemäss Anforderungen auf HubSpot
6.10.3.2.2. Anbindung von HubSpot zu Google Data Studio ODER Nexoya
6.10.3.2.3. Zugriff für APARI users definieren
6.10.3.2.4. Review mit APARI - Sammlung von neuen Anforderungen
6.10.4. Data Anforderungen
6.10.4.1. Accurate Data?
6.10.4.2. Reportable Data?
6.10.4.3. Data Protection?
6.10.4.3.1. Concerns raised by Stefan Angermüller (APARI)