Try to get down to 5% churn a month before looking at other things to optimize. If churn is higher than that, chances are you’re not sticky enough. If you can get churn to around 2%, you’re doing exceptionally well.

You’ll always track and review multiple numbers. Some will be important: these are your key performance indicators (KPIs), which you’ll track and report every day.

Your top priority is to build a core set of features that gets used regularly and successfully, even by a small group of initial users. Without that, you don’t have a solid enough foundation for growth.

Ratios are inherently comparative. If

Each group of users is a cohort — participants in an experiment across their lifecycle. You can compare cohorts against one another to see if, on the whole, key metrics are getting better over time.

If 40–60% of last year’s buyers will buy this year, then the company will grow with a mix of new customers and returning customers.

market/product fit instead of product/market fit, because you’re trying to find a market that fits your existing product.

the median ratio of views to shares is just nine.

The users who experienced the trial in month one will have a different onboarding experience from those who experience it in month five.