Unit Economics. Business Prospects at the Idea Stage

How to calculate the profitability of a new product in advance, scale the business and evaluate the effectiveness of its work

4.8
What you will get:
You will learn what a unit economy is and learn the concept of a business unit
You will be able to learn the example of calculating cohort analysis manually and the process of creating a report on cohorts in Google Analytics
You will understand how to define a focus metric and select key metrics
You will learn how to increase customer happiness and how NPS works
You will learn product and growth metrics
About this course
Managerial decisions significantly affect the success of the business, so it is important to be able to predict strategic mistakes. Learning from our online course will help you with this!

You will learn everything about unit economics and with its help, you will be able to analyze the possible results of your actions. With this knowledge, you will understand whether your company will develop or decline.

Unit economics is income and expenses per unit of output or customer. A business can only be successful if the unit of good or service is profitable. During the training, you will learn what a unit economy is, and learn the concept of a business unit, as well as types of cohorts. You'll look at the example of counting cohort analysis manually and the process of creating a cohort report in Google Analytics, learn about several ways to find a unit economy.

We will tell you how to set goals when calculating metrics, how to determine the focus metric, and choose key metrics. You'll explore an example of using categories such as video streaming subscriptions.

We'll tell you what the hold graph looks like, as well as why you need to increase the hold. You will learn how to increase customer happiness, and how to calculate the NPS loyalty index, study product metrics, and growth metrics.

In our course,audiencesl learn how to formulate and test hypotheses correctly, draw conclusions from the results obtained. You will understand how the analysis of sales channels is carried out, study traffic and its types, learn how the product funnel works, what it consists of, and how to create it.

You will gain knowledge and skills to find the metric with the greatest return, increase the value of the product and create value for the client, as well as receive recommendations for professional growth.

The acquired knowledge and skills will help you to maintain the relevance of your products or services in the market and successfully develop your business!
Course structure

Lesson 1. Introduction to Unit Economics

Unit economics is one of the most effective methods for decision-making. It allows you to conduct a financial analysis and understand whether your business model is working properly. In this lesson, you will be told why to count unit economics, how to do it and when. You will learn about the emergence of unit economics methodology and consider examples of applying formulas to a particular unit.

Additionally, you will learn how to find break-even points with the help of a special graph, you can study an example of creating a business plan.

Lesson 2. Development of methodology. Cohort analysis for unit economics

Analyzing customer activity on the site will help you gather information about your target audience, such as what is the most frequent time to shop or the size of the average check. But each target audience has different key metrics, so don't look at them together. Marketing metrics should be studied separately for each group using the cohort analysis method. A cohort is a segment of a target audience or a group of people who share common characteristics.

For example, regular users are united in one cohort, in another - customers who came through contextual advertising. In this tutorial, you'll explore the types of cohorts, consider the example of counting cohort analysis manually, and the process of creating a cohort report in Google Analytics.

Additionally, you will receive a list of the best tools and resources for cohort analysis.

Lesson 3. Unit Economics as Good Old ROI

When you first start researching unit economics, chances are you think that this indicator is the only formula. However, this is not the case. On the Internet, you can see hundreds of different methods of counting. This is because the calculation of the unit economy can be made for both online and offline business, as well as for a startup, a long-existing company, a specific product, or a certain client. In this lesson, you will learn about several ways to find a unit economy, study the calculation of the lifetime value of the client, and calculate of the cost of attracting a client.

In the supplementary materials, you can learn the practice of calculations of unit economics. You will also learn about a special service for calculating unit economics – Calqulate.

Lesson 4. Analysis of metrics. Part 1

By setting and tracking the right metrics, you'll learn what the value is to your current customers, and what will help convert leads. In this lesson, you will understand how to set goals when calculating metrics, how to determine the focus metric, and choose key ones. You'll also explore an example of using categories such as video streaming subscriptions.

Additionally, you'll learn how to create a plan to achieve your business goals, and how to interview with your product.

Lesson 5. Analysis of metrics. Part 2

Customer retention, or Retention, is a very important metric. It directly affects the lifetime value of the customer (LTV). The higher the lifetime value of the customer, the higher the profitability of your unit. To keep people your customers for a long time, make it a habit to use your product. You will learn what the retention schedule looks like, why increase retention, how to increase customer happiness, and how NPS works. You'll also learn product metrics and growth metrics.

Additionally, you'll get seven tips for effective NPS research.

Lesson 6. Formation of experimental hypotheses about the product

For a healthy product to function, a balance between data and understanding the context of the situation being analyzed is necessary. Data alone doesn't help you make a decision. You need to understand why the indicator rises or falls, what exactly it can be caused by, how it can be affected, and whether it is worth it.

This is precisely why hypotheses are needed in unit economics and the aggregate analysis of the product. Sometimes even successful companies neglect hypotheses and do not understand what indicators pull the economy of the unit to the bottom. In this lesson, you will be taught how to formulate and test hypotheses correctly, and how to conclude from the results obtained.

In the supplementary materials, you will study a special matrix with which you can easily determine which hypotheses to test first, and which are better not to touch. You can also use the template to form hypotheses.

Lesson 7. Studying the marketing side of the unit

Some marketing techniques have a positive effect on the profitability of the unit, that is, increase its LTV. One such technique is user segmentation.

In this lesson, you will learn that customer segmentation is a powerful tool for promoting a product in the market. You will understand how the analysis of sales channels is carried out, study traffic and its types. We will tell you how the food funnel works, what it consists of, and how to create it.

Additionally, you will explore examples of market segmentation and strategies for social networks.

Lesson 8. Growth points of your unit

Several metrics help you quickly diagnose problems in a business. In the final lesson, you'll learn how to find the metric with the most impact, increase product value, and create value for the customer. You will receive three recommendations for professional growth.

From the supplementary materials, you will learn how to bypass the commercial offer of competitors, get a checklist for content promotion.
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