The UNITE Pirate Metrics Funnel (AAARRR)
The Pirate Funnel allows you to easily identify bottlenecks in your customer acquisition and retention process to help you reach your goals as you build and scale.
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Proudly developed & shared by
Stefan F. Dieffenbacher
Founder & CEO
Working with some of the largest global companies in the world, Stefan is a highly recognized industry thought leader in innovation & transformation.
Caroline Hüttinger
Partner Brand & Experience Design
Caroline is a veteran brand & experience leader who’s led design experience with some of the most respected brands in the marketplace.
Susanne M. Zaninelli
Partner Culture Change
Susanne is a leading authority in the field of culture change. She has led organizational change projects for key players across the world.
Dr. Andreas Rein
Partner for Organizational Development
Andreas Rein is a C-Level sparring partner and organizational development agent supporting organizations from strategy to agile execution.
Sascha Martini
Partner for Innovation & Digital Transformation
Sascha is a world class innovation & digital transformation leader with a human centered approach. Ex-R/GA & razorfish CEO.
Adam D. Wisniewski
Partner for IT Strategy & Business Alignment
Adam is a seasoned transformation and digitization expert. He led major programs at the intersection of IT and business for international organizations
Proudly developed & shared by
Stefan F. Dieffenbacher
Founder & CEO
Working with some of the largest global companies in the world, Stefan is a highly recognized industry thought leader in innovation & transformation.
What the download contains
- The UNITE Pirate Metrics Funnel with examples
- The UNITE Pirate Metrics Funnel as a PowerPoint canvas ready to be used in your innovation initiative
- The Growth-Hacking process , to help you understand the context in which you would use the funnel
- The UNITE Innovation Approach | Overview, to help you understand the context in which you would use the funnel
Structures your marketing and sales funnel in clear steps
Covers typical growth drivers you can leverage and provides you with the measures you need to optimize them
Helps you identify the bottlenecks you need to focus on
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Reviewed on 15 July 2022
5.0 out of 5 stars Recommended as a purchase, worth the investment!
I completely re-evaluated the role of innovation in business growth: before reading this book I have to admit I thought it only entailed product new features and technologies enhancements, while now I see it has everything to do with meeting customer needs and uncovering a business USP, which automatically translates in sales! Could not recommend it more!
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Reviewed on 15 July 2022
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Unlike most business innovation books I read over the last years (and even decades) when reading How to create innovation you immediately understand the authors have been there, innovating and transforming some of the world's most amazing brands. Great work!
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Reviewed on 18 July 2022
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Not only this book offers the most comprehensive innovation and business change overview but it really helps you take the next step, driving you step by step from theory to practice (also with super useful background notes and driving questions)
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Reviewed on 2 Aug 2022
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I really enjoyed the whole book, but mostly the culture chapter, mainly because I always failed to acknowledge its major role in favouring or inhibiting business growth. Loved the graphics that helped connect all the dots in a visually appealing (and way easier) way.
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Reviewed on 13 Aug 2022
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We’been willing to innovate our business for some years now, but then we always got stuck before we even started, because basically we had no idea where to start…This book helped us do just that: find the right starting point with guiding questions and an incredibly comprehensive innovation overview.
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Why we use it
AAARRR!!! Initially designed by Dave McClure, the Pirate Funnel visually represents all of the critical steps in customer acquisition and retention.
As we scale, our goal is to lower Customer Acquisition Costs and increase retention. The funnel helps you identify bottlenecks and streamline your process.
As we scale, our goal is to lower Customer Acquisition Costs and increase retention. The funnel helps you identify bottlenecks and streamline your process.
How It Works
The Pirate Metrics funnel is broken into Awareness, Acquisition, Activation, Revenue, Retention and Referral – in short AAARRR!
For each step, the funnel asks questions that will guide your thinking about best optimizing it. The funnel also provides examples of drivers of growth for each step. Fill in your results and conversion rates to identify your bottlenecks, and then use the G.R.O.W.S. process to overcome them.
For each step, the funnel asks questions that will guide your thinking about best optimizing it. The funnel also provides examples of drivers of growth for each step. Fill in your results and conversion rates to identify your bottlenecks, and then use the G.R.O.W.S. process to overcome them.
Keep in mind that the steps of the funnel can be in a different order depending on the type of business you are in – so think about the pieces of your conversion funnel before you start using it! Use the Pirate Metrics Funnel as a canvas and define your own funnel with the metrics that are appropriate for your business.
What is the goal of the model?
Streamlining customer acquisition and retention. Nothing like a visual waterfall to show you where things are getting held up in your growth-hacking process. Use this easy tool to assess and iterate your customer acquisition and retention process.
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