Team Control Tower 🗼

Dear Team,

This sheet is intended to:

1. Help focus and be results oriented: Often, there is a shortage of resources in a startup. Sprints, experiments, and
2. Drive ontinuous improvement: The focus on iteration forces you to run a startup that is always looking for new
3. Aid in sata driven decisions: Regularly collecting and analyzing data ensures you make the most impactful decis

⚠️Important instructions ahead

First, take note of the tabs included in this sheet. Then, scroll down to fi

1. The Team Tab

This is where you list the participating team members, their

positions in the company, and role they fufill in the growth
team.
 3. The Experiments Tab

This is where the magic happens. Using the sheet you can plan,
track and capture insights from sprints and experiments.

5. The Calculator Tab

By using your current and target metrics, this calcul;ator can

estimate the growth rate needed to reach your goal in time.
By using your current and target metrics, this calcul;ator can
estimate the growth rate needed to reach your goal in time.
m Control Tower 🗼

n a startup. Sprints, experiments, and KPI’s help teams align on priority issues.
artup that is always looking for new ways to learn and grow.
s you make the most impactful decisions.

tant instructions ahead!

is sheet. Then, scroll down to find out what each of them do.

2. The Funnel Tab

Data in the funnel tab is a representation of your customer

journey, depicting the steps your customers take from
acquisition to referral.
 4. The KPI's Tab

What gets measured, gets managed. Use this tab to track the
North Star Metric and high-level KPI's on a weekly basis.

Colour Key 🎨

Blue Tabs: Used once, and occasionally updated

Green Tabs: Used frequently, and updated weekly
 Colour Key 🎨

Blue Tabs: Used once, and occasionally updated

Green Tabs: Used frequently, and updated weekly

Onward & upward! 🚀

If you have any questions, please reach out to Anuj at

adhiya@gmail.com
Growth
‍♀ ️ Team ‍♀️
Team Member Company Position
John CEO
James Data Scientist
Joan Head of Design
Joanna CTO
Jenny Marketing Specialist

Tips for keeping the team aligned

Quarterly Strategic Meetings:

Align strategy for the next quarter. It should be high level and data driven.

Monthly Sprint Meetings:

Wrap up the Sprint and define the next one. Discuss learnings and and re-align with objectives.

Weekly (or fortnightly) Team Meetings:

As a company or a business unit, recap the weekly goals, learnings, challenges, KPIs. Set/adjust the following week's goals.
Brainstorm on experiments, and/or start those in the pipeline.

Daily Standup Meetings (15 mins):

Keep everyone in team aligned and make sure informations flows freely. What did we accomplish? What are we doing? Any
obstacles?
 Growth Team Role
Head of Growth
Data Analyst
UI/UX
Front-End Developer
Digital Marketer

a driven.

d and re-align with objectives.

gs, challenges, KPIs. Set/adjust the following week's goals.

freely. What did we accomplish? What are we doing? Any

🏴‍☠️Funnel Persons Responsible

Acquisition
Paid Search Traffic Jenny
Facebook Traffic Joan
Sales People John
Activation
Customer Details Form Joanna
Trial Start Joan
Trial In Progress James
Revenue
Account Upgrade James
Subscription Selection Joan
Checkout Joanna
Retention
Email Campaigns Jenny
Customer Success Calls John

Referral
Customer Referrals Sent Jenny
Referral Traffic Jenny

What's Next

Now it's time to focus on the priority ares you identified in the funnel.

Ask yourself:
1. Which steps in the customer journey would have the biggest impact?
2. Which steps can you realistically (given your current resources) affect the outcome of?

We suggest using 2-4 week sprints to focus on impacting each of the priority areas.
 Metric to Measure Measured With Business Priority

Trial Signups Google Ads

Trial Signups Facebook Ads
Trial Signups Pipedrive

Form Completions Google Analytics

Successful Registrations Mixpanel
Weekly Active Trial Users Mixpanel

Upgrade CTA Clicks Mixpanel

Plan Selected Mixpanel
Payment Successful Mixpanel

Open Rate and CTR Mailchimp

Successful Upsells Pipedrive

Referrals Sent Referral Factory

Referral Traffic Google Analytics

he outcome of?

rity areas.
🧪 Sprints & Experiments Status Team Lead

Sprint 1: Increase Trial Signups by 50%

Increase Paid Search Spend 💭 Idea Joan

LinkedIn Message Ads 💭 Idea Jenny

Product Demo for Sales Calls 🟢 In Progress James

Sprint 2: ...

Sprint 3: ...
 I.C.E Measure
Hypothesis / Idea Experiment Doc
Score Metric / KPI

Our paid search budget is limited for the traffic

available, we estimate that increasing spend by
seedsta.rs/expdoc 5.3 Traffic
50% will increase traffic by 40%. We will
measure this from traffic in Google Analytics
Using LinkedIn Messaging Ads, we want to
reach 100 key decision makers in our industry.
seedsta.rs/expdoc 5.0 CPL
We intend on testing the channel to determine
a cost-per-lead, our target is $50 CPL
7 out of 10 customers ask for a product demo
during our sales calls. We believe that showing Sales
seedsta.rs/expdoc 7.3
them how the product works can increase the Conversion
likelihood of them trying the product by 50%.
Measure
Results & Learnings
Before Expected

1000 1400

$80 $50

30% 45%
Next Steps
 Week 1 Week 2 Week 3
📊 KPI's Sep 5 Sep 12 Sep 19
⭐ Monthly Recurring Rev. Avg. Growth 123 124 521
199.00 1 397
Growth Rate
160.49% 0.81% 320.16%
High level KPIs

Acquisition Weekly Average

Paid Search Traffic 122 56 75 234

Activation
Trial Signups 47 56 42 51
Trials in Progress 62 54 52 62

Revenue
Paying Customers 25 20 22 23
Avg. Purchase Value 441 453 443 445

Retention
Total Monthly Customers 708 705 706 707

Referral
Referral Leads Sent 45 32 51 44
 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10

Sep 26 Oct 3 Oct 10 Oct 17 Oct 24 Oct 31 Nov 7

Coming soon!

34 45 52
64 68 72

25 27 30
439 435 431

709 711 712

47 56 42
Week 11 Week 12 Week 13 ...

Nov 14 Nov 21 Nov 28 ...

🧮 Growth Calculator
How to use the calculator: In the white cells, enter your current (step 1) and target (step 2) metrics and dates. The
right is a calculation of the required growth rate to hit the target. The chart below shows you how this growth rate co
similar values.

1 Current Value
Current Date
1,240
5-Sep-2022 13
3.75%

2 Target Value
Target Date
2,000
5-Dec-2022
17.27%
576.76%

Growth Rate Comparison Chart

Weekly 4-Weeks Monthly
Calculated Rate: 4% 16% 17%
1% 4% 4%
2% 8% 9%
5% 22% 24%
7% 31% 34%
10% 46% 51%
 nd target (step 2) metrics and dates. The result on the
below shows you how this growth rate compares to

Results
Weeks to reach target
Weekly growth rate required
Monthly growth rate required
Annual growth rate required

Chart
Annual Value after 1 year
577% 8,392
68% 2,080
180% 3,472
1164% 15,677
3273% 41,819
14104% 176,133