ããžãã¹ã®æé·ãåæã»è©äŸ¡ããããã®ãã¬ãŒã ã¯ãŒã¯ãšããŠããAARRRã¢ãã«ãã泚ç®ãéããŠããŸãããã®ã¢ãã«ã¯ãã¹ã¿ãŒãã¢ããäŒæ¥ãæ°èŠäºæ¥ã5ã€ã®ãã§ãŒãºã«åããŠæããå段éã«ãããéèŠææšïŒKPIïŒãèšå®ããããšã§ãããŒã¿ã«åºã¥ããææ決å®ãå¯èœã«ããŸããæ¬èšäºã§ã¯ãAARRRã¢ãã«ã®æŠèŠãã掻çšæ¹æ³ãŸã§ãåå¿è åãã«ãããããã解説ããŸããããžãã¹ã®æé·ãå éããããæ¹ã¯ããã²ãã®ã¢ãã«ãç解ããŠå®è·µããŠã¿ãŠãã ããã
AARRRã¢ãã«ãšã¯äœã
AARRRã¢ãã«ãšã¯ãã¹ã¿ãŒãã¢ããäŒæ¥ãæ°èŠäºæ¥ã®æé·ãåæã»è©äŸ¡ããããã®ãã¬ãŒã ã¯ãŒã¯ã§ããAcquisitionïŒç²åŸïŒãActivationïŒæŽ»æ§åïŒãRetentionïŒç¶æïŒãReferralïŒçŽ¹ä»ïŒãRevenueïŒåçïŒã®é æåãåã£ããã®ã§ãããžãã¹ã®æé·æ®µéã5ã€ã®ãã§ãŒãºã«åããŠèããŸãã
ãã®ã¢ãã«ã¯ãSilicon Valleyã§æŽ»èºããèµ·æ¥å®¶ã§ããDave McClureã«ãã£ãŠæå±ãããŸãããã¹ã¿ãŒãã¢ããäŒæ¥ãæé·ããããã«å¿ èŠãªèŠçŽ ãæ確åããåãã§ãŒãºã«ãããéèŠææšïŒKPIïŒãèšå®ããããšã§ãããžãã¹ã®çŸç¶ææ¡ã課é¡ã®ç¹å®ãæ¹åçã®ç«æ¡ãªã©ã«åœ¹ç«ãŠãããšãã§ããŸãã
AARRRã¢ãã«ã®æŠèŠãšèæ¯
AARRRã¢ãã«ã¯ãã¹ã¿ãŒãã¢ããäŒæ¥ãæ°èŠäºæ¥ã®æé·ãåæã»è©äŸ¡ããããã®ãã¬ãŒã ã¯ãŒã¯ãšããŠåºãç¥ãããŠããŸãããã®ã¢ãã«ãç»å Žããèæ¯ã«ã¯ãã¹ã¿ãŒãã¢ããäŒæ¥ã®æé·ãå®éçã«è©äŸ¡ããå¿ èŠæ§ããããŸããã
åŸæ¥ã®ããžãã¹ã§ã¯ã売äžãå©çãšãã£ã財åææšãéèŠãããŠããŸããããã¹ã¿ãŒãã¢ããäŒæ¥ã§ã¯ãåæã®æ®µéã§ååãªå£²äžãå©çãäžããããšãé£ããã±ãŒã¹ãå€ãèŠãããŸãããã®ããã財åææšä»¥å€ã®ææšãçšããŠãããžãã¹ã®æé·æ§ãå¥å šæ§ãè©äŸ¡ããå¿ èŠæ§ãé«ãŸã£ãã®ã§ãã
AARRRã¢ãã«ã¯ãããžãã¹ã®æé·æ®µéã5ã€ã®ãã§ãŒãºã«åããããšã§ãåãã§ãŒãºã«ãããéèŠææšïŒKPIïŒãèšå®ããããŒã¿ã«åºã¥ããææ決å®ãè¡ãããšãå¯èœã«ããŸããããã«ãããã¹ã¿ãŒãã¢ããäŒæ¥ã¯èªç€Ÿã®åŒ·ã¿ã匱ã¿ãææ¡ããå¹æçãªæ¹åçãè¬ããããšãã§ããããã«ãªããŸãã
AARRRã¢ãã«ã®5ã€ã®ãã§ãŒãº
AARRRã¢ãã«ã¯ã以äžã®5ã€ã®ãã§ãŒãºã§æ§æãããŠããŸãã
- AcquisitionïŒç²åŸïŒïŒæœåšçãªé¡§å®¢ãèªç€Ÿã®ãããã¯ãããµãŒãã¹ã«åŒãä»ããæ¹æ³ãæããŸããåºåãSEOããœãŒã·ã£ã«ã¡ãã£ã¢ããŒã±ãã£ã³ã°ãªã©ãå«ãŸããŸãã
- ActivationïŒæŽ»æ§åïŒïŒç²åŸããæœåšçãªé¡§å®¢ãå®éã®å©çšè ã«å€æããããšãæããŸãããŠãŒã¶ãŒç»é²ãã¢ããªã®ã€ã³ã¹ããŒã«ãååè³Œå ¥ãªã©ãå«ãŸããŸãã
- RetentionïŒç¶æïŒïŒæŽ»æ§åãããå©çšè ãç¶ç¶çãªé¡§å®¢ã«å€æããããšãæããŸããå®æçãªã¢ããããŒããã«ã¹ã¿ããŒãµããŒãããã€ã€ã«ãã£ããã°ã©ã ãªã©ãå«ãŸããŸãã
- ReferralïŒçŽ¹ä»ïŒïŒæºè¶³ãã顧客ãèªç€Ÿã®ãããã¯ãããµãŒãã¹ãä»ã®äººã«çŽ¹ä»ããããšãæããŸããå£ã³ãã玹ä»å¶åºŠããœãŒã·ã£ã«ã¡ãã£ã¢ã§ã®ã·ã§ã¢ãªã©ãå«ãŸããŸãã
- RevenueïŒåçïŒïŒããžãã¹ãæç¶çãªåçãçã¿åºãããšãæããŸãã課éã¢ãã«ã®æé©åãã¯ãã¹ã»ã«ãã¢ããã»ã«ãªã©ãå«ãŸããŸãã
åãã§ãŒãºã«ãããŠãéèŠææšïŒKPIïŒãèšå®ããããŒã¿ãåéã»åæããããšã§ãããžãã¹ã®çŸç¶ãææ¡ããæ¹åçãè¬ããããšãã§ããŸããäŸãã°ãActivationãã§ãŒãºã§ã¯ããŠãŒã¶ãŒç»é²çãååè³Œå ¥çãªã©ãéèŠææšãšããŠèšå®ãããããã®ææšãæ¹åããããã®æœçãæ€èšããŸãã
AARRRã¢ãã«ãçšããã¡ãªãã
AARRRã¢ãã«ãçšããããšã§ã以äžã®ãããªã¡ãªãããåŸãããŸãã
- ããžãã¹ã®çŸç¶ãææ¡ã§ããïŒ5ã€ã®ãã§ãŒãºã«åããŠéèŠææšãèšå®ããããšã§ãããžãã¹ã®çŸç¶ãå®éçã«ææ¡ã§ããŸãã
- 課é¡ã®ç¹å®ãšæ¹åçã®ç«æ¡ã容æã«ãªãïŒåãã§ãŒãºã®éèŠææšãåæããããšã§ãããžãã¹ã®èª²é¡ãç¹å®ããæ¹åçãç«æ¡ãããããªããŸãã
- ããŒã¿ã«åºã¥ããææ決å®ãå¯èœã«ãªãïŒAARRRã¢ãã«ã¯ãããŒã¿ããªãã³ãªææ決å®ãä¿é²ããŸããåãã§ãŒãºã®éèŠææšãç¶ç¶çã«æž¬å®ã»åæããããšã§ãæ ¹æ ã«åºã¥ããææ決å®ãè¡ãããšãã§ããŸãã
- ããŒã å ã®ã³ãã¥ãã±ãŒã·ã§ã³ãåæ»ã«ãªãïŒAARRRã¢ãã«ãçšããããšã§ãããŒã å ã§å ±éã®èšèªãšç®æšãæã€ããšãã§ããã³ãã¥ãã±ãŒã·ã§ã³ãåæ»ã«ãªããŸãã
- æè³å®¶ãšã®å¯Ÿè©±ã掻æ§åããïŒAARRRã¢ãã«ãçšããŠãããžãã¹ã®æé·æ§ãå¥å šæ§ã説æããããšã§ãæè³å®¶ãšã®å¯Ÿè©±ã掻æ§åããè³é調éãã¹ã ãŒãºã«é²ãå¯èœæ§ããããŸãã
AARRRã¢ãã«ã¯ãã¹ã¿ãŒãã¢ããäŒæ¥ãæ°èŠäºæ¥ã®æé·ãåæã»è©äŸ¡ããããã®åŒ·åãªãã¬ãŒã ã¯ãŒã¯ã§ãããããžãã¹ã®ç¹æ§ã«åãããŠæè»ã«ã«ã¹ã¿ãã€ãºããããšãéèŠã§ãããŸããAARRRã¢ãã«ã¯ãããŸã§ãåæã»è©äŸ¡ã®ããã®ããŒã«ã§ãããå®éã®ããžãã¹ã®æåã«ã¯ãåªãããããã¯ãããµãŒãã¹ã匷åãªããŒã ãé©åãªåžå Žããžã·ã§ãã³ã°ãªã©ãæ§ã ãªèŠå ãé¢ãã£ãŠããŸãã
AARRRã¢ãã«ãå¹æçã«æŽ»çšããããã«ã¯ãåãã§ãŒãºã«ãããéèŠææšãé©åã«èšå®ããç¶ç¶çã«ããŒã¿ãåéã»åæããããšãäžå¯æ¬ ã§ãããŸããåæçµæã«åºã¥ããŠã仮説ãç«ãŠãŠæœçãå®è¡ãããã®å¹æãæ€èšŒãããšãããµã€ã¯ã«ãç¹°ãè¿ãããšãéèŠã§ãã
ããžãã¹ã®æé·æ®µéã«å¿ããŠãéèŠææšãæœçã®åªå é äœãèŠçŽãããšãå¿ èŠã§ããäŸãã°ãåæ段éã§ã¯AcquisitionãšActivationã«æ³šåããããçšåºŠã®å©çšè æ°ã確ä¿ã§ããããRetentionãšRevenueã«ãã©ãŒã«ã¹ã移ããšãã£ãå ·åã§ãã
AARRRã¢ãã«ã¯ãã¹ã¿ãŒãã¢ããäŒæ¥ãæ°èŠäºæ¥ã®æé·ãåæã»è©äŸ¡ããããã®åªãããã¬ãŒã ã¯ãŒã¯ã§ãããããžãã¹ã®ç¹æ§ã«åãããŠæè»ã«æŽ»çšããç¶ç¶çãªæ¹åãå³ãããšãæåãžã®éµãšãªããŸãã
AARRRã¢ãã«ã®åãã§ãŒãºã詳ãã解説
AARRRã¢ãã«ã®5ã€ã®ãã§ãŒãºã¯ãã¹ã¿ãŒãã¢ããäŒæ¥ãæ°èŠäºæ¥ã®æé·ãåæã»è©äŸ¡ããäžã§éèŠãªåœ¹å²ãæãããŸããåãã§ãŒãºã«ãããéèŠææšïŒKPIïŒãèšå®ããããŒã¿ãåéã»åæããããšã§ãããžãã¹ã®çŸç¶ãææ¡ããæ¹åçãè¬ããããšãã§ããŸãã以äžã§ã¯ãåãã§ãŒãºã®è©³çŽ°ã«ã€ããŠè§£èª¬ããŸãã
AcquisitionïŒç²åŸïŒãã§ãŒãº
Acquisitionãã§ãŒãºã¯ãæœåšçãªé¡§å®¢ãèªç€Ÿã®ãããã¯ãããµãŒãã¹ã«åŒãä»ããæ¹æ³ãæããŸãããã®ãã§ãŒãºã§ã¯ã以äžã®ãããªæœçãè¡ãããŸãã
- åºåïŒGoogle AdWordsãFacebookåºåãªã©ããªã³ã©ã€ã³åºåã掻çšããŠæœåšçãªé¡§å®¢ã«ãªãŒãããŸãã
- SEOïŒæ€çŽ¢ãšã³ãžã³æé©åãè¡ããèªç€Ÿã®Webãµã€ããæ€çŽ¢çµæã®äžäœã«è¡šç€ºãããããšã§ããªãŒã¬ããã¯ãã©ãã£ãã¯ãå¢ãããŸãã
- ã³ã³ãã³ãããŒã±ãã£ã³ã°ïŒããã°èšäºãåç»ãã€ã³ãã©ã°ã©ãã£ãã¯ãªã©ãæçãªã³ã³ãã³ããäœæã»é ä¿¡ããããšã§ãæœåšçãªé¡§å®¢ãåŒãä»ããŸãã
- ãœãŒã·ã£ã«ã¡ãã£ã¢ããŒã±ãã£ã³ã°ïŒTwitterãInstagramãªã©ã®ãœãŒã·ã£ã«ã¡ãã£ã¢ã掻çšããŠãèªç€Ÿã®ãããã¯ãããµãŒãã¹ã宣äŒããŸãã
- ããŒãããŒã·ããïŒä»ç€Ÿãšã®ææºãéããŠãçžäºã«é¡§å®¢ã玹ä»ãåãããšã§ãæ°ããªé¡§å®¢ãç²åŸããŸãã
Acquisitionãã§ãŒãºã®éèŠææšãšããŠã¯ãWebãµã€ãã®ãã©ãã£ãã¯ãSNSã®ãã©ãã¯ãŒæ°ãåºåã®ã¯ãªãã¯çïŒCTRïŒãã³ã³ããŒãžã§ã³çïŒCVRïŒãªã©ãæããããŸãã
ActivationïŒæŽ»æ§åïŒãã§ãŒãº
Activationãã§ãŒãºã¯ãç²åŸããæœåšçãªé¡§å®¢ãå®éã®å©çšè ã«å€æããããšãæããŸãããã®ãã§ãŒãºã§ã¯ã以äžã®ãããªæœçãè¡ãããŸãã
- ãŠãŒã¶ãŒç»é²ã®æé©åïŒç»é²ãã©ãŒã ãç°¡çŽ åãããããœãŒã·ã£ã«ãã°ã€ã³ãå°å ¥ãããããããšã§ããŠãŒã¶ãŒç»é²ã®éå£ãäžããŸãã
- ãªã³ããŒãã£ã³ã°ïŒååå©çšæã®ãã¥ãŒããªã¢ã«ã䜿ãæ¹ã¬ã€ããæäŸããããšã§ãå©çšè ãæ©æã«äŸ¡å€ãå®æã§ããããã«ããŸãã
- ã¢ããªå èªå°ïŒã¢ããªå ã®å°ç·ãæé©åããå©çšè ãç®çã®æ©èœãã³ã³ãã³ãã«ã¹ã ãŒãºã«ãã©ãçããããã«ããŸãã
- ããã·ã¥éç¥ïŒé©åãªã¿ã€ãã³ã°ã§ããã·ã¥éç¥ãéãããšã§ãå©çšè ã®ãšã³ã²ãŒãžã¡ã³ããé«ããŸãã
- ååè³Œå ¥ã®ä¿é²ïŒå²åŒã¯ãŒãã³ããã©ã€ã¢ã«æéã®æäŸãªã©ãååè³Œå ¥ãä¿é²ããããã®æœçãå®æœããŸãã
Activationãã§ãŒãºã®éèŠææšãšããŠã¯ããŠãŒã¶ãŒç»é²çãã¢ããªã®ã€ã³ã¹ããŒã«çãååè³Œå ¥çãã¢ã¯ãã£ããŠãŒã¶ãŒæ°ãªã©ãæããããŸãã
RetentionïŒç¶æïŒãã§ãŒãº
Retentionãã§ãŒãºã¯ã掻æ§åãããå©çšè ãç¶ç¶çãªé¡§å®¢ã«å€æããããšãæããŸãããã®ãã§ãŒãºã§ã¯ã以äžã®ãããªæœçãè¡ãããŸãã
- å®æçãªã¢ããããŒãïŒæ°æ©èœã®è¿œå ãUI/UXã®æ¹åãªã©ãå®æçãªã¢ããããŒããè¡ãããšã§ãå©çšè ã®æºè¶³åºŠãé«ããŸãã
- ã«ã¹ã¿ããŒãµããŒãïŒè³ªã®é«ãã«ã¹ã¿ããŒãµããŒããæäŸããããšã§ãå©çšè ã®äžæºãåé¡ãè¿ éã«è§£æ±ºããŸãã
- ãã€ã€ã«ãã£ããã°ã©ã ïŒãã€ã³ãå¶åºŠãç¹å žãªã©ãå©çšè ã®ç¶ç¶å©çšãä¿é²ããããã®ãã€ã€ã«ãã£ããã°ã©ã ãå°å ¥ããŸãã
- ã³ãã¥ããã£ã®è²æïŒå©çšè å士ã®ã³ãã¥ãã±ãŒã·ã§ã³ãä¿é²ããã³ãã¥ããã£ãè²æããããšã§ãå©çšè ã®å®ççãé«ããŸãã
- ããŒãœãã©ã€ãºïŒå©çšè ã®è¡åããŒã¿ãåæããåã ã®ããŒãºã«åãããããŒãœãã©ã€ãºãããäœéšãæäŸããŸãã
Retentionãã§ãŒãºã®éèŠææšãšããŠã¯ããªããŒãçãå®æè³Œå ¥çã解çŽçã顧客ç涯䟡å€ïŒLTVïŒãªã©ãæããããŸãã
ReferralïŒçŽ¹ä»ïŒãã§ãŒãº
Referralãã§ãŒãºã¯ãæºè¶³ãã顧客ãèªç€Ÿã®ãããã¯ãããµãŒãã¹ãä»ã®äººã«çŽ¹ä»ããããšãæããŸãããã®ãã§ãŒãºã§ã¯ã以äžã®ãããªæœçãè¡ãããŸãã
- 玹ä»å¶åºŠã®å°å ¥ïŒå©çšè ãå人ãç¥äººã玹ä»ããéã«ã€ã³ã»ã³ãã£ããæäŸãã玹ä»å¶åºŠãå°å ¥ããŸãã
- ãœãŒã·ã£ã«ã¡ãã£ã¢ã§ã®ã·ã§ã¢ïŒå©çšè ããœãŒã·ã£ã«ã¡ãã£ã¢ã§èªç€Ÿã®ãããã¯ãããµãŒãã¹ãç°¡åã«ã·ã§ã¢ã§ããããã«ããŸãã
- ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ïŒæ¥çã®åœ±é¿åã®ãã人ç©ãšããŒãããŒã·ãããçµã¿ãèªç€Ÿã®ãããã¯ãããµãŒãã¹ã宣äŒããŠããããŸãã
- ã±ãŒã¹ã¹ã¿ãã£ã®å ¬éïŒå©çšè ã®æåäºäŸãå ¬éããããšã§ãä»ã®æœåšçãªé¡§å®¢ã®èå³ãåŒãã€ããŸãã
- ãŠãŒã¶ãŒã€ãã³ãã®éå¬ïŒå©çšè å士ã®ãããã¯ãŒãã³ã°ãä¿é²ããå£ã³ãã®æ¡æ£ãåŸæŒãããããã®ã€ãã³ããéå¬ããŸãã
Referralãã§ãŒãºã®éèŠææšãšããŠã¯ã玹ä»ã«ããæ°èŠãŠãŒã¶ãŒæ°ããã€ã©ã«ã·ã§ã¢çããããããã¢ãŒã¿ãŒã¹ã³ã¢ïŒNPSïŒãªã©ãæããããŸãã
RevenueïŒåçïŒãã§ãŒãº
Revenueãã§ãŒãºã¯ãããžãã¹ãæç¶çãªåçãçã¿åºãããšãæããŸãããã®ãã§ãŒãºã§ã¯ã以äžã®ãããªæœçãè¡ãããŸãã
- 課éã¢ãã«ã®æé©åïŒå©çšè ã®äŸ¡å€ã«åããã課éã¢ãã«ãèšå®ããåçãæ倧åããŸãã
- ã¯ãã¹ã»ã«ïŒå©çšè ãè³Œå ¥ããååããµãŒãã¹ã«é¢é£ããä»ã®ååããµãŒãã¹ãææ¡ããããšã§ãè¿œå ã®åçãçã¿åºããŸãã
- ã¢ããã»ã«ïŒå©çšè ã«é«äŸ¡æ Œåž¯ã®ååããµãŒãã¹ãžã®ã¢ããã°ã¬ãŒããææ¡ããããšã§ã顧客å䟡ãäžããŸãã
- ãã©ã€ã·ã³ã°æŠç¥ã®èŠçŽãïŒç«¶åä»ç€Ÿã®ååãåžå Žã®å€åã«åãããŠãé©åãªãã©ã€ã·ã³ã°æŠç¥ãçå®ããŸãã
- ã³ã¹ãæé©åïŒäºæ¥éå¶ã«é¢ããã³ã¹ããæé©åããå©ççãæ¹åããŸãã
Revenueãã§ãŒãºã®éèŠææšãšããŠã¯ã売äžé«ãå¹³å顧客å䟡ïŒARPUïŒã顧客ç²åŸã³ã¹ãïŒCACïŒãç²å©ççãªã©ãæããããŸãã
AARRRã¢ãã«ã®åãã§ãŒãºãç解ããããããã®ãã§ãŒãºã«ãããéèŠææšãèšå®ã»åæããããšã§ãã¹ã¿ãŒãã¢ããäŒæ¥ãæ°èŠäºæ¥ã¯æé·ã®ããã®ã¢ã¯ã·ã§ã³ãã©ã³ãç«æ¡ããå®è¡ããããšãã§ããŸãããã ãããããã®ãã§ãŒãºã¯çžäºã«é¢é£ããŠããããããã§ãŒãºéã®ãã©ã³ã¹ãåããªãããç¶ç¶çãªæ¹åãå³ãããšãéèŠã§ãã
AARRRã¢ãã«ã®æŽ»çšæ¹æ³
AARRRã¢ãã«ã掻çšããããšã§ãã¹ã¿ãŒãã¢ããäŒæ¥ãæ°èŠäºæ¥ã¯æé·ã®ããã®ã¢ã¯ã·ã§ã³ãã©ã³ãç«æ¡ããå®è¡ããããšãã§ããŸããããã§ã¯ãAARRRã¢ãã«ãå°å ¥ããæé ãKPIã®èšå®æ¹æ³ã泚æç¹ãšèœãšãç©Žã«ã€ããŠè§£èª¬ããŸãã
AARRRã¢ãã«ãå°å ¥ããæé
- ããžãã¹ã®çŸç¶ãææ¡ããïŒèªç€Ÿã®ãããã¯ãããµãŒãã¹ãã©ã®ãããªç¶æ³ã«ããã®ããææ¡ããããšããå§ããŸããåãã§ãŒãºã«ãããçŸç¶ã®æ°å€ãæŽãåºãã課é¡ãæ¹åç¹ãæ確ã«ããŸãã
- éèŠææšïŒKPIïŒãèšå®ããïŒåãã§ãŒãºã«ãããéèŠææšãèšå®ããŸããææšã¯ãèªç€Ÿã®ããžãã¹ã¢ãã«ãç®æšã«åãããŠéžå®ããæ°å€ç®æšãèšå®ããŸãã
- ããŒã¿åéã»åæã®ä»çµã¿ãæŽããïŒèšå®ããKPIãç¶ç¶çã«æž¬å®ã»åæããããã®ä»çµã¿ãæŽããŸããã¢ããªãã£ã¯ã¹ããŒã«ã®å°å ¥ããããŒã¿åæã®ããã®ããŒã ãç·šæãããªã©ã®æºåãå¿ èŠã§ãã
- æœçã®ç«æ¡ãšå®è¡ïŒåãã§ãŒãºã«ããã課é¡ãç®æšã«å¯ŸããŠãå ·äœçãªæœçãç«æ¡ããŸããåªå é äœãä»ããŠãPDCAãµã€ã¯ã«ãåããªããæœçãå®è¡ããŠãããŸãã
- å®æçãªèŠçŽããšæ¹åïŒAARRRã¢ãã«ã¯ãç¶ç¶çãªæ¹åãåæãšãããã¬ãŒã ã¯ãŒã¯ã§ããå®æçã«KPIã®éæç¶æ³ã確èªããæœçã®å¹æãæ€èšŒããªãããå¿ èŠã«å¿ããŠæ¹éãä¿®æ£ããŠãããŸãã
AARRRã¢ãã«ã§KPIãèšå®ãã
AARRRã¢ãã«ã§KPIãèšå®ããéã¯ã以äžã®ç¹ã«çæããŸãã
- èªç€Ÿã®ããžãã¹ã¢ãã«ãç®æšã«åèŽããKPIãéžå®ããã
- åãã§ãŒãºã«ã€ãã2ã3åçšåºŠã®KPIã«çµã蟌ãã
- KPIã¯ãå ·äœçãã€æž¬å®å¯èœãªææšãçšããã
- ç®æšå€ã¯ãçŸå®çãã€éå¿çãªãã®ã«èšå®ããã
- KPIéã®çžäºé¢ä¿ãèæ ®ãããã©ã³ã¹ã®ãšããææšäœç³»ãæ§ç¯ããã
äŸãã°ãAcquisitionãã§ãŒãºã®KPIãšããŠã¯ãWebãµã€ãã®ãã©ãã£ãã¯ãåºåã®ã¯ãªãã¯çïŒCTRïŒãActivationãã§ãŒãºã§ã¯ããŠãŒã¶ãŒç»é²çãã¢ããªã®ã€ã³ã¹ããŒã«çãªã©ãæããããŸããåãã§ãŒãºã®KPIã¯ãçžäºã«é¢é£ããŠããããããã§ãŒãºéã®ãã©ã³ã¹ãèæ ®ããªããèšå®ããããšãéèŠã§ãã
AARRRã¢ãã«ã®æ³šæç¹ãšèœãšãç©Ž
AARRRã¢ãã«ã掻çšããäžã§ã®æ³šæç¹ãšèœãšãç©Žã¯ä»¥äžã®éãã§ãã
- KPIã®èšå®ãäžé©åã ãšãäºæ¥ã®å®æ ãåæ ã§ããªãæããããã
- çæçãªæ°å€æ¹åã«ãšãããããããšãé·æçãªæé·ãé»å®³ããå¯èœæ§ãããã
- åãã§ãŒãºã®æé©åã«åãããããšãå šäœæé©ãèŠå€±ããªã¹ã¯ãããã
- ããŒã¿åæã«äŸåãããããšãå®æ§çãªæŽå¯ãèŠèœãšãå±éºæ§ãããã
- AARRRã¢ãã«ã¯ãããŸã§ããã¬ãŒã ã¯ãŒã¯ã§ãããããžãã¹ã®æåãä¿èšŒãããã®ã§ã¯ãªãã
ãããã®æ³šæç¹ãèžãŸãã€ã€ãAARRRã¢ãã«ãæè»ã«æŽ»çšããããšãæ±ããããŸããèªç€Ÿã®ããžãã¹ã®ç¹æ§ã«åãããŠãã¬ãŒã ã¯ãŒã¯ãã«ã¹ã¿ãã€ãºããç¶ç¶çãªæ¹åãéããŠãäºæ¥ã®æé·ãä¿é²ããŠããããšãéèŠã§ãã
ãŸããAARRRã¢ãã«ããåŸãããå®éçãªããŒã¿ãšãçŸå Žã®å®æ§çãªæ å ±ãçµã¿åãããããšã§ãããæ·±ãæŽå¯ãåŸãããšãã§ããŸããæ°åã ãã«é Œãã®ã§ã¯ãªãã顧客ã®å£°ã«è³ãåŸããåžå Žã®å€åãææã«å¯ç¥ããªãããäºæ¥ãé²ããŠããããšãæ±ããããŸãã
AARRRã¢ãã«ã¯ãã¹ã¿ãŒãã¢ããäŒæ¥ãæ°èŠäºæ¥ã®æé·ãå éãããããã®åŒ·åãªããŒã«ã§ããã䜿ãããªãããã«ã¯äžå®ã®åŠç¿ãšçµéšãå¿ èŠã§ãããŸãã¯å°ããå§ããŠãåŸã ã«ãã¬ãŒã ã¯ãŒã¯ãèªç€Ÿã®ããžãã¹ã«é©å¿ãããŠããããšãèèŠã§ãããŸããä»ç€Ÿã®æåäºäŸããåŠã³ãåŸãããšãæå¹ãªæ段ã®äžã€ã§ãã
AARRRã¢ãã«ãé©åã«æŽ»çšããããšã§ãäºæ¥ã®æé·ã¹ããŒãžã«åãããæœçãæã¡ãæç¶çãªæé·ãå®çŸããããšãã§ããŸããããžãã¹ã®ç¶æ³ãå®éçã«ææ¡ããããŒã¿ã«åºã¥ããææ決å®ãè¡ãããšã§ãã¹ã¿ãŒãã¢ããäŒæ¥ãæ°èŠäºæ¥ã¯ã競äºã®æ¿ããåžå Žã§åã¡æ®ãããã®ç¢ºããªäžæ©ãèžã¿åºãããšãã§ããã§ãããã
AARRRã¢ãã«ã«é¢ãããããã質å
AARRRã¢ãã«ãšãã©ãããåãã¡ãã«ã®éã
AARRRã¢ãã«ãšãã©ãããåãã¡ãã«ã¯ãã©ã¡ããããžãã¹ã®æé·ãåæã»è©äŸ¡ããããã®ãã¬ãŒã ã¯ãŒã¯ã§ãããããã€ãã®éãããããŸãã
- ãã©ãããåãã¡ãã«ã¯ãæœåšé¡§å®¢ãå®éã®è³Œå ¥ã«è³ããŸã§ã®ããã»ã¹ãèŠèŠåãããã®ã§ããäžæ¹ãAARRRã¢ãã«ã¯ãç²åŸããåçåãŸã§ã®5ã€ã®ãã§ãŒãºã«åããŠãå段éã«ãããéèŠææšãèšå®ããããŒã¿ã«åºã¥ããææ決å®ãè¡ãããã®ãã¬ãŒã ã¯ãŒã¯ã§ãã
- ãã©ãããåãã¡ãã«ã¯ãäž»ã«è²©å£²ããã»ã¹ã«çŠç¹ãåœãŠãŠããã®ã«å¯ŸããAARRRã¢ãã«ã¯ããŠãŒã¶ãŒã®ç²åŸã掻æ§åãç¶æã玹ä»ãåçåãŸã§ã®äžé£ã®ããã»ã¹ãç¶²çŸ çã«æ±ã£ãŠããŸãã
- ãã©ãããåãã¡ãã«ã¯ãäŒçµ±çãªããžãã¹ã¢ãã«ã«é©ããŠããã®ã«å¯ŸããAARRRã¢ãã«ã¯ãã¹ã¿ãŒãã¢ããäŒæ¥ãæ°èŠäºæ¥ã®ãããªãæ¥éãªæé·ãç®æãããžãã¹ã«é©ããŠããŸãã
AARRRã¢ãã«ã¯ããã©ãããåãã¡ãã«ã®æŠå¿µãçºå±ãããããžã¿ã«æ代ã®ããžãã¹ã«é©å¿ãããã¬ãŒã ã¯ãŒã¯ãšèšããŸãããã ããäž¡è ã¯çžäºã«æä»çã§ã¯ãªããããžãã¹ã®ç¹æ§ã«å¿ããŠã䜵çšããããšãå¯èœã§ãã
AARRRã¢ãã«ã¯ã©ããªããžãã¹ã«é©ããŠããã
AARRRã¢ãã«ã¯ã以äžã®ãããªããžãã¹ã«ç¹ã«é©ããŠããŸãã
- ã¹ã¿ãŒãã¢ããäŒæ¥ïŒéããããªãœãŒã¹ã§æ¥éãªæé·ãç®æãã¹ã¿ãŒãã¢ããäŒæ¥ã«ãšã£ãŠãAARRRã¢ãã«ã¯ãããŒã¿ã«åºã¥ããææ決å®ãè¡ãããã®åŒ·åãªãã¬ãŒã ã¯ãŒã¯ãšãªããŸãã
- ããžã¿ã«ãããã¯ãã»ãµãŒãã¹ïŒã¢ããªãWebãµãŒãã¹ãªã©ãããžã¿ã«ãããã¯ãããµãŒãã¹ãæäŸããããžãã¹ã¯ããŠãŒã¶ãŒã®è¡åããŒã¿ãåéã»åæãããããããAARRRã¢ãã«ã掻çšããããåŸåã«ãããŸãã
- ãµãã¹ã¯ãªãã·ã§ã³ã¢ãã«ïŒç¶ç¶èª²éåã®ããžãã¹ã¢ãã«ã§ã¯ã顧客ã®ç¶æãšç¶ç¶å©çšãéèŠã«ãªããŸããAARRRã¢ãã«ã¯ã顧客ã®ã©ã€ãã¿ã€ã ããªã¥ãŒãæ倧åããããã®æéãæäŸããŸãã
- æ°èŠäºæ¥ïŒå€§äŒæ¥ã®æ°èŠäºæ¥ç«ã¡äžãã«ãããŠããAARRRã¢ãã«ã¯æå¹ã§ããåžå Žã®åå¿ãçŽ æ©ããã£ããããæ¹åãç¹°ãè¿ãããšã§ãæ°èŠäºæ¥ã®æå確çãé«ããããšãã§ããŸãã
ãã ããAARRRã¢ãã«ãããããããžãã¹ã«é©ããŠããããã§ã¯ãããŸãããäŸãã°ãäŒçµ±çãªè£œé æ¥ããé·æçãªé¡§å®¢é¢ä¿ãéèŠããB2Bããžãã¹ãªã©ã§ã¯ãAARRRã¢ãã«ã®é©çšã«ã¯æ³šæãå¿ èŠã§ããããžãã¹ã®ç¹æ§ãèŠæ¥µããå¿ èŠã«å¿ããŠãã¬ãŒã ã¯ãŒã¯ãã«ã¹ã¿ãã€ãºããããšãéèŠã§ãã
AARRRã¢ãã«ã®æŽ»çšã«ãã倱æãããã€ã³ã
AARRRã¢ãã«ã®æŽ»çšã«ã¯ãããã€ãã®å€±æãããããã€ã³ãããããŸãã
- KPIã®èšå®ãã¹ïŒããžãã¹ã®å®æ ãåæ ããªãææšãèšå®ããŠããŸããšãé©åãªå€æãã§ããªããªããŸããèªç€Ÿã®ããžãã¹ã¢ãã«ãç®æšã«åèŽããKPIãéžå®ããããšãéèŠã§ãã
- çæçãªæ°å€æ¹åãžã®åéïŒçæçãªKPIã®æ¹åã«ãšãããããããšãé·æçãªæé·ãé»å®³ããå¯èœæ§ããããŸãããã©ã³ã¹ãåããªãããæç¶çãªæé·ãç®æãããšãå¿ èŠã§ãã
- åãã§ãŒãºã®æé©åãžã®åãïŒç¹å®ã®ãã§ãŒãºã®æé©åã«åãããããšãå šäœæé©ãèŠå€±ããªã¹ã¯ããããŸããåãã§ãŒãºã®é¢é£æ§ãç解ãããã©ã³ã¹ã®åããæœçãå®è¡ããããšãæ±ããããŸãã
- ããŒã¿åæãžã®é床ãªäŸåïŒããŒã¿åæã¯éèŠã§ãããããã ãã«é Œãããããšãå®æ§çãªæŽå¯ãèŠèœãšãå±éºæ§ããããŸããããŒã¿ãšçŸå Žã®å£°ãçµã¿åãããŠãç·åçãªå€æãäžãããšã倧åã§ãã
- ãã¬ãŒã ã¯ãŒã¯ãžã®éä¿¡ïŒAARRRã¢ãã«ã¯ãããŸã§ããã¬ãŒã ã¯ãŒã¯ã§ãããããèªäœãããžãã¹ã®æåãä¿èšŒãããã®ã§ã¯ãããŸãããããžãã¹ã®åºæ¬ã«ç«ã¡è¿ãããã¬ãŒã ã¯ãŒã¯ãæè»ã«æŽ»çšãã姿å¢ãéèŠã§ãã
ãããã®å€±æãé¿ããããã«ã¯ãAARRRã¢ãã«ã圢骞åããããŒã«ãšããŠã§ã¯ãªããããžãã¹ã®æé·ãä¿é²ããããã®æéãšããŠæŽ»çšããããšãèèŠã§ããèªç€Ÿã®äºæ ã«åãããŠãã¬ãŒã ã¯ãŒã¯ã調æŽããç¶ç¶çãªæ¹åãç©ã¿éããããšã§ãAARRRã¢ãã«ã®ã¡ãªãããæ倧éã«åŒãåºãããšãã§ããã§ãããã
AARRRã¢ãã«ã¯ãé©åã«æŽ»çšããã°ãã¹ã¿ãŒãã¢ããäŒæ¥ãæ°èŠäºæ¥ã®æé·ãå éããã匷åãªããŒã«ãšãªããŸããäžæ¹ã§ãç»äžçãªé©çšãé床ãªäŸåã¯ãããã£ãŠããžãã¹ã®æé·ãé»å®³ããããŸãããããžãã¹ã®æ¬è³ªãèŠå€±ããã«ãAARRRã¢ãã«ãæè»ã«æŽ»çšããŠããããšããæç¶çãªæé·ãžã®éµãšãªãã§ãããã
ãŸãšã
AARRRã¢ãã«ã¯ãã¹ã¿ãŒãã¢ããäŒæ¥ãæ°èŠäºæ¥ã®æé·ãåæã»è©äŸ¡ããããã®åŒ·åãªãã¬ãŒã ã¯ãŒã¯ã§ããAcquisitionïŒç²åŸïŒãActivationïŒæŽ»æ§åïŒãRetentionïŒç¶æïŒãReferralïŒçŽ¹ä»ïŒãRevenueïŒåçïŒã®5ã€ã®ãã§ãŒãºã«åããå段éã®éèŠææšïŒKPIïŒãèšå®ããŠããŒã¿ã«åºã¥ããææ決å®ãè¡ããŸããããžãã¹ã®çŸç¶ææ¡ã課é¡ç¹å®ãæ¹åçç«æ¡ãªã©ã«åœ¹ç«ã¡ãããŒã å ã®ã³ãã¥ãã±ãŒã·ã§ã³ãæè³å®¶ãšã®å¯Ÿè©±ãåæ»ã«ãªããŸããç¹ã«ããžã¿ã«ãããã¯ãã»ãµãŒãã¹ããµãã¹ã¯ãªãã·ã§ã³ã¢ãã«ã«é©ããŠããŸãããKPIèšå®ãã¹ãçæçæ°å€æ¹åãžã®åéãªã©æ³šæç¹ããããŸããèªç€Ÿã®ç¹æ§ãç解ãããã©ã³ã¹ãåããªããæè»ã«æŽ»çšããããšãéèŠã§ããAARRRã¢ãã«ãå®è·µããPDCAãµã€ã¯ã«ãåããŠç¶ç¶çã«æ¹åãç©ã¿éããããšããæç¶çãªæé·ãžã®éµãšãªãã§ãããã