The Startup Owner's Manual

Index

A

• a/b testing
  • of collateral, 301
  • of contests, 398
  • as controlled, 365
  • to increase acquisition, 385
  • to increase user engagement, 387
  • of landing page, 317–318
  • as optimization tool, 369–370
• access map, customer, 347–348
• acquisition
  • without activation, 262, 386
  • archetypes as guiding, 94, 95
  • business model as basis of, 309
  • cost of, 265–266, 268, 307–309
  • defined, 148, 304
  • earned and paid tactics for, 151–153
  • metrics measuring successful, 340
  • optimizing, 362–374
  • pairing activation with, 311
  • physical. see “get” customers (physical)
  • ranking tactics for, 385
  • and retention rate by source, 399
  • re-validating rate of, 464–465
  • testing, 153–154
  • tools, 312–314
  • see also “get” customers (web/mobile)
• activation
  • acquisition as combined with, 311
  • acquisition without, 262
  • activities driving, 315
  • assessing ease of, 266
  • as choke point, 315
  • cohort analysis by date of, 398
  • defined, 148, 304
  • measuring rate of, 216, 328, 340
  • optimizing, 362–374
  • plan components, 318–319
  • by referral, 402–404
  • testing, 155–157, 318
  • tools, cost, 327
  • tools off the website, 326–327
  • tools on the landing page, 320–326
  • velocity, 237–238, 259
  • see also “get” customers
• adoption
  • customer feedback on, 239–240
  • by earlyvangelists, 58
  • researching process of, 242
  • total cost of ownership/adoption (TCO), 184
• advertising
  • forms of online, 152
  • optimizing, 404–405
  • as paid media source, 133
  • revenue, calculating, 182
  • validation with, 288
  • see also multi-sided markets
• advisory boards, 60, 170–171, 256, 352–355, 462
• affiliate marketing, ...