1.

E-Commerce Platforms (Amazon, Flipkart)

Business Model: Primarily a marketplace model. They connect buyers and sellers, earning
revenue through commissions on sales, advertising by sellers, subscription services (e.g.,
Amazon Prime), and sometimes direct sales (first-party retail).

User Journey:

1.​ Discovery: User searches for products, browses categories, sees ads.
2.​ Consideration: Views product pages, reads reviews, compares prices, adds to cart.
3.​ Purchase: Proceeds to checkout, makes payment.
4.​ Post-Purchase: Receives order, tracks delivery, leaves reviews, initiates returns.
5.​ Re-engagement: Receives notifications, sees personalized recommendations.

Value for Company: Revenue generation, increased market share, customer loyalty, data
insights. Value for End-User: Convenience, variety, competitive pricing, trust, fast delivery.

Success Metrics:

●​ Gross Merchandise Value (GMV)

●​ Number of Orders
●​ Average Order Value (AOV)
●​ Conversion Rate (from visit to purchase)
●​ Repeat Purchase Rate
●​ Customer Lifetime Value (CLTV)
●​ Customer Acquisition Cost (CAC)
●​ Net Promoter Score (NPS) - for customer satisfaction

Baseline Metrics:

●​ Daily/Weekly/Monthly Active Users (DAU/WAU/MAU)

●​ Website/App Traffic (unique visitors, sessions)
●​ Bounce Rate
●​ Cart Abandonment Rate
●​ Page views per session
●​ Time spent on site/app

Metrics KPIs:

●​ Primary: GMV, Number of Orders, Conversion Rate

●​ Secondary: AOV, Repeat Purchase Rate, Customer Retention Rate, Return Rate,
Customer Service Resolution Time.
North Star Metric:

●​ Number of successful purchases (or items purchased) per user per month/quarter.
This captures value for both the user (getting desired products) and the business
(revenue).

AARRR Framework:

●​ Acquisition:
○​ Metrics: Website traffic, app downloads, number of new sign-ups, Cost Per
Acquisition (CPA), organic search ranking for keywords, paid ad click-through
rates (CTR).
○​ Activities: SEO, SEM, social media marketing, affiliate marketing, influencer
collaborations.
●​ Activation:
○​ Metrics: First purchase rate, percentage of users who add items to cart,
percentage of users who complete profile setup, time to first purchase.
○​ Activities: Seamless onboarding, clear product listings, intuitive search and
navigation, personalized recommendations for first-time users.
●​ Retention:
○​ Metrics: Repeat purchase rate, churn rate, frequency of purchases, average
time between purchases, retention cohorts, CLTV.
○​ Activities: Personalized recommendations, loyalty programs, email marketing for
promotions, push notifications for deals, excellent customer service, easy returns.
●​ Referral:
○​ Metrics: Number of users inviting others, referral program participation, viral
coefficient (K-factor), social shares of products/deals, NPS.
○​ Activities: Referral programs (e.g., invite a friend and get a discount), social
sharing buttons, encouraging reviews and ratings.
●​ Revenue:
○​ Metrics: Gross Merchandise Value (GMV), Average Order Value (AOV),
Revenue per User (RPU), Monthly Recurring Revenue (MRR) from subscriptions
(e.g., Prime), advertising revenue.
○​ Activities: Upselling/cross-selling, dynamic pricing, premium
features/subscriptions, advertising solutions for sellers.

2. Fashion E-Commerce (Myntra, Ajio)

Business Model: Similar to general e-commerce, but with a strong focus on fashion, often
involving curated collections, brand partnerships, and sometimes private labels. Revenue from
commissions, advertising, and potentially subscriptions.

User Journey:

1.​ Inspiration/Discovery: Browse trends, looking at collections, searching for specific

styles/brands, seeing fashion-related ads.
2.​ Exploration: Viewing product images/videos, checking size guides, reading reviews,
exploring styling options.
3.​ Consideration: Adding to wishlist/cart, comparing items, trying on virtually (if available).
4.​ Purchase: Checkout, payment.
5.​ Post-Purchase: Receiving item, trying on, initiating returns/exchanges, leaving reviews.
6.​ Re-engagement: Notifications on new arrivals, sales, personalized style
recommendations.

Value for Company: Revenue, brand partnerships, trend insights, customer loyalty. Value for
End-User: Access to latest trends, wide selection of brands, convenience, personalized style,
fitting information.

Success Metrics:

●​ Gross Merchandise Value (GMV) for fashion items

●​ Conversion Rate (from visit to fashion purchase)
●​ Average Order Value (AOV)
●​ Return Rate (especially critical in fashion)
●​ Repeat Purchase Rate
●​ Customer Lifetime Value (CLTV)
●​ Styling/Wishlist engagement

Baseline Metrics:

●​ Website/App Traffic (unique visitors, sessions)

●​ Bounce Rate
●​ Product Page Views
●​ Time spent on product pages
●​ Cart Abandonment Rate
●​ Number of items added to wishlist/cart

Metrics KPIs:
 ●​ Primary: GMV, Conversion Rate, Return Rate (to optimize this crucial metric).
●​ Secondary: AOV, Repeat Purchase Rate, % of users engaging with styling features,
Time-to-return.

North Star Metric:

●​ Number of successfully kept (non-returned) fashion items purchased per user per
month/quarter. This emphasizes the value of a successful fit and reduces costly
returns.

AARRR Framework:

●​ Acquisition:
○​ Metrics: Traffic from fashion blogs/influencers, social media reach,
fashion-specific ad campaigns' CTR, new user sign-ups.
○​ Activities: Influencer marketing, fashion content marketing, targeted social
media ads, collaborations with designers.
●​ Activation:
○​ Metrics: First fashion purchase rate, completion of profile (size, style
preferences), engagement with style quizzes/virtual try-on.
○​ Activities: Visually appealing product pages, detailed size guides, virtual try-on
features, curated onboarding experience based on style.
●​ Retention:
○​ Metrics: Repeat fashion purchase rate, customer retention rate, frequency of
purchases in specific categories, engagement with personalized style feeds,
churn rate.
○​ Activities: Personalized style recommendations, loyalty programs, early access
to sales, seamless returns/exchanges, personalized fashion newsletters.
●​ Referral:
○​ Metrics: Shares of outfits/wishlists on social media, referral program sign-ups
specific to fashion, NPS related to fashion experience.
○​ Activities: Social sharing integrations, referral bonuses for fashion purchases,
user-generated content campaigns.
●​ Revenue:
○​ Metrics: GMV from fashion, AOV, revenue from private labels, advertising
revenue from fashion brands.
○​ Activities: Upselling premium brands, cross-selling accessories, flash sales,
personalized discount offers.
3. Fintech Platforms (Paytm, PhonePe, GPay)
Business Model: Transaction-based fees (for merchants, bill payments, money transfers),
value-added services (loans, insurance, investments), advertising, data monetization.

User Journey:

1.​ Onboarding/Setup: Download app, KYC completion, linking bank accounts/cards.

2.​ Initiate Transaction: Scan QR, enter recipient details, select biller.
3.​ Complete Transaction: Authorize payment, confirm.
4.​ Utilize Services: Apply for loan, buy insurance, invest.
5.​ Review/Manage: Check transaction history, manage balances, view statements.
6.​ Support: Contact customer service for issues.

Value for Company: Transaction volume, user base growth, cross-selling financial products,
data insights. Value for End-User: Convenience, speed, security, accessibility to financial
services, rewards/cashbacks.

Success Metrics:

●​ Total Payment Volume (TPV) / Gross Transaction Value (GTV)

●​ Number of Transactions
●​ Active Users (transacting users)
●​ User Retention Rate
●​ Feature Adoption Rate (e.g., bill pay, investments)
●​ Customer Acquisition Cost (CAC)
●​ Fraud Rate
●​ Successful Transaction Rate

Baseline Metrics:

●​ App Downloads
●​ User Registrations
●​ KYC Completion Rate
●​ Account Linkage Rate
●​ Number of Failed Transactions
●​ Time to first transaction

Metrics KPIs:

●​ Primary: TPV/GTV, Number of Transactions, Daily Active Transacting Users (DATU).

●​ Secondary: Retention Rate, Feature Adoption Rate, Average Transaction Value, Fraud
Rate, Customer Support Tickets.
North Star Metric:

●​ Number of successful financial transactions per user per month. This directly
reflects active usage and the platform's utility in daily financial activities.

AARRR Framework:

●​ Acquisition:
○​ Metrics: App downloads, new user registrations, cost per activated user,
marketing campaign reach (e.g., "Scan & Pay" campaigns).
○​ Activities: Marketing campaigns, partnerships with merchants, cash-back offers
for new users, offline promotions (QR codes in stores).
●​ Activation:
○​ Metrics: % of users completing first transaction, % of users linking bank
accounts, completion of KYC, average time to first transaction.
○​ Activities: Simple onboarding, clear prompts for linking accounts, small
cashbacks on first transaction, easy-to-find core payment features.
●​ Retention:
○​ Metrics: Repeat transaction rate, frequency of transactions, active transacting
users (daily/weekly/monthly), churn rate, average monthly spend per user.
○​ Activities: Loyalty programs, personalized offers, bill payment reminders,
recurring payment setups, seamless user experience, responsive customer
support.
●​ Referral:
○​ Metrics: Number of referrals, referral conversion rate, viral coefficient (K-factor),
NPS.
○​ Activities: Referral programs with mutual benefits (e.g., refer a friend and both
get cashback), social sharing options for payment confirmations.
●​ Revenue:
○​ Metrics: Total Payment Volume (TPV), Gross Transaction Value (GTV), Average
Revenue Per User (ARPU), revenue from financial products (loans, insurance),
transaction fees, interchange fees.
○​ Activities: Introducing new financial products (loans, insurance, investments),
optimizing merchant transaction fees, offering premium features, cross-selling.
4. Food Delivery (Swiggy, Zomato)
Business Model: Commission-based from restaurants, delivery fees from customers,
advertising for restaurants, subscription models (e.g., Swiggy One).

User Journey:

1.​ Discovery: Browse restaurants, searching for cuisines/dishes, seeing personalized

recommendations.
2.​ Order Selection: Viewing menus, customizing orders, adding to cart.
3.​ Checkout & Payment: Entering delivery address, selecting payment method, placing
order.
4.​ Tracking & Receipt: Real-time order tracking, receiving delivery.
5.​ Post-Delivery: Rating food/delivery, reordering.
6.​ Support: Contacting customer service for order issues.

Value for Company: Order volume, GMV, customer loyalty, restaurant partnerships. Value for
End-User: Convenience, variety of food options, speed of delivery, special offers.

Success Metrics:

●​ Number of Orders
●​ Gross Merchandise Value (GMV)
●​ Average Order Value (AOV)
●​ Order Completion Rate
●​ Delivery Time
●​ Customer Satisfaction (Ratings, Reviews)
●​ Repeat Order Rate
●​ Restaurant Partner Satisfaction
●​ Customer Acquisition Cost (CAC)

Baseline Metrics:

●​ App Downloads
●​ User Registrations
●​ Number of restaurants listed
●​ Average time to find a restaurant/dish
●​ Cart Abandonment Rate

Metrics KPIs:

●​ Primary: Number of Orders, GMV, Repeat Order Rate.

●​ Secondary: AOV, Delivery Time, Customer Ratings, Restaurant Churn, Rider Efficiency.
North Star Metric:

●​ Number of successful food orders completed per user per month. This metric
directly aligns with both user satisfaction (getting their food) and business revenue.

AARRR Framework:

●​ Acquisition:
○​ Metrics: App downloads, new user registrations, cost per first order, marketing
campaign reach (e.g., festival offers).
○​ Activities: Aggressive marketing, first-order discounts, partnerships with popular
restaurants, college/corporate tie-ups.
●​ Activation:
○​ Metrics: First order completion rate, time to first order, % of users Browse
menus, % of users adding items to cart.
○​ Activities: Intuitive UI for Browse, quick search, clear menu displays, enticing
first-order discounts.
●​ Retention:
○​ Metrics: Repeat order rate, order frequency, churn rate, subscription renewal
rate (for premium members), customer lifetime value.
○​ Activities: Personalized recommendations, loyalty programs, exclusive
discounts for returning users, efficient delivery, responsive customer support,
subscription benefits.
●​ Referral:
○​ Metrics: Number of referrals, referral conversion rate, viral coefficient, NPS.
○​ Activities: Referral programs with mutual benefits (e.g., refer a friend and get
discounts on orders), social sharing of order experiences.
●​ Revenue:
○​ Metrics: GMV, AOV, commission revenue from restaurants, delivery fee revenue,
advertising revenue, subscription revenue.
○​ Activities: Optimizing delivery fees, introducing premium subscriptions, offering
advertising slots to restaurants, upselling desserts/drinks.
5. Quick Commerce/Grocery (Zepto, Blinkit, Swiggy
Instamart)
Business Model: Focus on rapid delivery, earning revenue through commissions on grocery
sales, delivery fees, advertising for brands, and potentially subscription services. Operates often
from dark stores.

User Journey:

1.​ Discovery: Browse grocery categories, searching for specific items, seeing quick
delivery promise.
2.​ Order Selection: Adding items to cart, checking delivery slot/time.
3.​ Checkout & Payment: Entering delivery address, selecting payment.
4.​ Tracking & Receipt: Real-time tracking, receiving delivery.
5.​ Post-Delivery: Checking order accuracy, reviewing experience.
6.​ Re-engagement: Notifications on stock, new arrivals, deals.

Value for Company: Order volume, GMV, high frequency of orders, brand partnerships,
efficiency of dark store operations. Value for End-User: Unparalleled convenience, speed of
delivery, fresh produce, emergency purchases.

Success Metrics:

●​ Number of Orders
●​ Gross Merchandise Value (GMV)
●​ Average Order Value (AOV)
●​ Order Completion Rate
●​ Delivery Time (key differentiator)
●​ Order Accuracy Rate
●​ Customer Satisfaction (Ratings, Reviews)
●​ Repeat Order Rate
●​ Inventory Turnover Rate

Baseline Metrics:

●​ App Downloads
●​ User Registrations
●​ Average time to find a grocery item
●​ Cart Abandonment Rate
●​ Number of items out of stock

Metrics KPIs:

●​ Primary: Number of Orders, GMV, Average Delivery Time, Repeat Order Rate.
●​ Secondary: Order Accuracy Rate, Inventory Fill Rate, Customer Churn, Basket Size.
North Star Metric:

●​ Number of fulfilled grocery orders per user per month within the guaranteed
delivery time. This highlights both successful transactions and the core value
proposition of quick delivery.

AARRR Framework:

●​ Acquisition:
○​ Metrics: App downloads, new user registrations, cost per first order,
geo-targeted ad performance.
○​ Activities: Hyperlocal marketing, aggressive first-order discounts, rapid delivery
promise in marketing, partnerships with local stores/apartment complexes.
●​ Activation:
○​ Metrics: First order completion rate, time to first order, % of users Browse
categories, % of users adding items to cart.
○​ Activities: Intuitive UI for grocery Browse, prominent display of delivery time,
clear categorization, incentives for first purchase.
●​ Retention:
○​ Metrics: Repeat order rate, order frequency, churn rate, average monthly spend
per user, delivery time consistency.
○​ Activities: Consistent fast delivery, accurate orders, personalized grocery lists,
subscription for unlimited free/discounted deliveries, loyalty programs, proactive
customer support.
●​ Referral:
○​ Metrics: Number of referrals, referral conversion rate, viral coefficient, NPS.
○​ Activities: Referral programs with incentives for both referrer and referee, easy
social sharing of deals.
●​ Revenue:
○​ Metrics: GMV, AOV, delivery fee revenue, commission revenue, advertising
revenue from brands.
○​ Activities: Optimizing delivery fees, premium subscription tiers, negotiating
better commissions, introducing private label groceries, brand promotions.
6. Health & Fitness Apps (HealthifyMe)
Business Model: Freemium (basic features free, premium features/coaching paid),
subscription-based for personalized plans, direct sales of products (supplements, wearables).

User Journey:

1.​ Onboarding: Profile setup (goals, current stats), initial assessment.

2.​ Tracking: Logging food, exercise, water intake, sleep.
3.​ Engagement: Accessing workout plans, recipes, articles, interacting with
coaches/community.
4.​ Progress Monitoring: Viewing progress charts, setting new goals.
5.​ Premium Conversion: Upgrading to paid features/coaching.
6.​ Support: Seeking guidance from coaches or customer support.

Value for Company: User engagement, subscription revenue, data for product improvement,
brand reputation. Value for End-User: Health improvement, accountability, personalized
guidance, convenience, community support.

Success Metrics:

●​ Active Users (DAU/WAU/MAU)

●​ Feature Engagement (e.g., % users logging food, % users completing workouts)
●​ Premium Subscription Conversion Rate
●​ Subscription Retention Rate
●​ User Reported Outcomes (weight loss, fitness gains)
●​ Coach Engagement Rate
●​ NPS

Baseline Metrics:

●​ App Downloads
●​ User Registrations
●​ Profile Completion Rate
●​ Number of sessions per user
●​ Time spent in app per session

Metrics KPIs:

●​ Primary: Premium Subscription Conversion Rate, Subscription Retention Rate,

Daily/Weekly Active Engaged Users (e.g., logging food/exercise).
●​ Secondary: Average Session Duration, Feature Adoption Rate, User Goal Achievement
Rate (if measurable), Coach Session Completion Rate.
North Star Metric:

●​ Number of healthy habits consistently tracked/engaged with by users weekly (e.g.,

logging food X times, completing Y workouts). This reflects the core value of habit
formation and health improvement.

AARRR Framework:

●​ Acquisition:
○​ Metrics: App downloads, new registrations, cost per registered user, organic
search for health terms.
○​ Activities: Content marketing (health tips, workout guides), app store
optimization (ASO), partnerships with fitness influencers, free trials for premium
features.
●​ Activation:
○​ Metrics: Profile completion rate, % of users logging their first meal/workout,
setting first goal, completion of onboarding tasks.
○​ Activities: Guided onboarding for goal setting, easy-to-use logging interfaces,
immediate feedback on initial entries, clear value proposition for tracking.
●​ Retention:
○​ Metrics: Daily/Weekly/Monthly Active Users (DAU/WAU/MAU), workout
completion rate, meal logging frequency, subscription renewal rate, churn rate.
○​ Activities: Personalized nudges and reminders, gamification (streaks, badges),
community features, regular new content (recipes, workouts), responsive coach
support (for premium).
●​ Referral:
○​ Metrics: Number of referrals, referral conversion rate, viral coefficient, NPS,
social shares of progress.
○​ Activities: Referral programs, easy sharing of achievements on social media,
in-app prompts to invite friends for challenges.
●​ Revenue:
○​ Metrics: Monthly/Annual Recurring Revenue (MRR/ARR), premium subscription
revenue, average revenue per premium user (ARPPU), conversion from free to
paid.
○​ Activities: Clearly demonstrating value of premium features, offering
personalized coaching tiers, bundled subscriptions, in-app purchases of health
products.
7. Classifieds (OLX)
Business Model: Primarily advertising (featured listings, banners), transaction fees for certain
categories, lead generation fees for businesses.

User Journey:

1.​ Search/Browse: Looking for items/services, Browse categories, applying filters.

2.​ View Listing: Opening a listing, viewing photos, reading description, checking price.
3.​ Contact Seller/Poster: Messaging, calling, or expressing interest.
4.​ Post Ad: Creating a new listing, adding details, photos, price.
5.​ Manage Ad: Editing, bumping up, marking as sold.
6.​ Transaction (Off-platform): Buyer and seller connect and complete the transaction.

Value for Company: Listing volume, user engagement, ad revenue, successful connections.
Value for End-User: Finding second-hand items/services easily, selling unwanted items, cost
savings, convenience.

Success Metrics:

●​ Number of Live Listings

●​ Number of New Listings Created
●​ Listing View Count
●​ Number of Leads Generated (contacts/messages initiated)
●​ Listing Sold Rate
●​ Active Users (buyers and sellers)
●​ Ad Revenue
●​ User Retention Rate (for both buyers and sellers)

Baseline Metrics:

●​ Website/App Traffic
●​ User Registrations
●​ Search volume
●​ Number of incomplete listings
●​ Time to create a listing

Metrics KPIs:

●​ Primary: Number of Live Listings, Leads Generated per Listing, Listing Sold Rate, Ad
Revenue.
●​ Secondary: Buyer-to-Seller Ratio, Listing Engagement Rate (views per listing), Time to
Sell a Listing.

North Star Metric:

 ●​ Number of successful transactions (where a buyer and seller connect and
complete a deal) facilitated by the platform per month. This is tricky to track directly
as transactions are off-platform, so proxies like "Number of successful lead generations
where both parties rate the interaction positively" can be used.

AARRR Framework:

●​ Acquisition:
○​ Metrics: Website/app traffic, new user registrations, cost per new listing, SEO
ranking for classifieds, marketing campaign reach.
○​ Activities: SEO for product/service categories, local advertising, TV/digital ads,
partnerships with local businesses, campaigns encouraging listing old items.
●​ Activation:
○​ Metrics: % of new users who post their first ad, % of new users who contact a
seller, time to first ad post/contact.
○​ Activities: Simplified listing process, clear instructions for contacting sellers,
prompt validation of new accounts, highlighting popular categories.
●​ Retention:
○​ Metrics: Repeat listing rate, repeat buyer rate, frequency of engagement
(Browse/posting), churn rate for active users, average time active users spend on
the platform.
○​ Activities: Timely notifications for new listings matching preferences, reminders
to renew/update old listings, good customer support, improved trust and safety
features.
●​ Referral:
○​ Metrics: Number of referrals, referral conversion rate, viral coefficient, NPS,
social shares of good deals.
○​ Activities: Easy sharing of listings on social media, referral programs for new
users/posters.
●​ Revenue:
○​ Metrics: Ad revenue from featured listings/bumps, revenue from lead generation
fees, ARPU for sellers.
○​ Activities: Offering premium listing options (featured, urgent), allowing
businesses to run targeted ads, introducing transaction fees for high-value items
(e.g., cars, real estate).
8. Career Platforms (Naukri, LinkedIn, Unstop)
Business Model: Freemium (basic profiles/job applications free, premium features for job
seekers/recruiters paid), advertising, lead generation for educational institutes/recruiters.

User Journey (Job Seeker):

1.​ Profile Creation: Building resume, filling in skills, experience.

2.​ Job Search: Browse jobs, applying filters, setting up alerts.
3.​ Application: Applying for jobs, sending cover letters.
4.​ Networking/Learning: Connecting with others, taking courses (LinkedIn Learning),
engaging with content.
5.​ Interview/Offer: Receiving interview requests, managing applications.

User Journey (Recruiter/Hiring Manager):

1.​ Account Setup: Creating company profile, posting job descriptions.

2.​ Candidate Search: Searching candidate database, viewing profiles.
3.​ Contact/Shortlist: Messaging candidates, shortlisting.
4.​ Hiring: Extending offers, managing hiring pipeline.

Value for Company: User base size (both job seekers and recruiters), successful hires,
premium subscriptions. Value for End-User (Job Seeker): Job discovery, career advancement,
networking, skill development, personal branding. Value for End-User (Recruiter): Access to
talent, efficient hiring process, employer branding.

Success Metrics:

●​ Active Job Seekers / Active Recruiters (MAU)

●​ Number of Job Applications (from job seekers)
●​ Number of Jobs Posted (by recruiters)
●​ Successful Placement Rate (challenging to track directly)
●​ Premium Subscription Conversion Rate
●​ Profile Completion Rate
●​ Message/Connection Acceptance Rate
●​ NPS (for both job seekers and recruiters)

Baseline Metrics:

●​ User Registrations (seeker/recruiter)

●​ Profile Creation Rate
●​ Job Search Query Volume
●​ Number of interview requests sent/received
●​ Time spent on platform
Metrics KPIs:

●​ Primary: Active Job Seekers/Recruiters, Number of Job Applications, Number of Jobs

Posted, Premium Subscription MRR/ARR.
●​ Secondary: Interview Call Rate (from applications), Candidate Response Rate, Job
Application to Hire Conversion (if trackable), Feature Usage (e.g., skill assessment
completion), Content Consumption (LinkedIn Learning).

North Star Metric:

●​ Number of successful matches between job seekers and employers leading to

hires. (For job seekers: "Number of job applications resulting in an offer." For recruiters:
"Number of successful hires made through the platform.")

AARRR Framework:

●​ Acquisition:
○​ Metrics: New user registrations (job seekers & recruiters), app downloads,
website traffic, cost per new user.
○​ Activities: SEO for job titles/skills, content marketing (career advice), targeted
ads for job seekers/recruiters, partnerships with universities/companies.
●​ Activation:
○​ Metrics: % of job seekers completing full profile, % of job seekers applying for
first job, % of recruiters posting first job, time to first application/job post.
○​ Activities: Guided profile creation, resume parsing, easy job application flow,
templates for job postings, onboarding for recruiters.
●​ Retention:
○​ Metrics: Return rate to search for jobs/candidates, re-engagement with
notifications, premium subscription renewal, daily/weekly active users.
○​ Activities: Personalized job recommendations, application status updates,
relevant candidate recommendations, networking prompts, valuable content
(learning, news).
●​ Referral:
○​ Metrics: Number of referrals (e.g., job shared, profile shared), referral conversion
rate, NPS.
○​ Activities: Easy sharing of jobs/profiles, referral bonuses for successful hires (for
recruiters), inviting connections.
●​ Revenue:
○​ Metrics: Premium subscription MRR/ARR, revenue from job postings,
advertising revenue, lead generation fees.
○​ Activities: Offering tiered premium plans, specialized recruitment tools,
sponsored job listings, advertising solutions for employers.
9. Investment Platforms (Groww, Zerodha)
Business Model: Commission/brokerage on trades, subscription fees for advanced
features/research, advisory fees, fund management fees.

User Journey:

1.​ Onboarding: Account creation, KYC, bank linkage.

2.​ Fund Transfer: Depositing money into the investment account.
3.​ Discovery/Research: Browse investment options (stocks, mutual funds, gold), reading
research reports.
4.​ Investment/Trade: Placing buy/sell orders.
5.​ Portfolio Management: Tracking investments, viewing returns, rebalancing.
6.​ Withdrawal: Transferring funds back to bank.
7.​ Support: Seeking help for transactions or technical issues.

Value for Company: Assets Under Management (AUM), trading volume, subscription revenue,
client retention. Value for End-User: Access to investment opportunities, wealth creation, ease
of investment, low brokerage, education.

Success Metrics:

●​ Assets Under Management (AUM)

●​ Number of Trades/Transactions
●​ Trading Volume (per user, total)
●​ Active Investors (users making trades/investments)
●​ Customer Retention Rate
●​ New Accounts Opened
●​ Premium Feature Adoption
●​ Customer Acquisition Cost (CAC)
●​ NPS (trust and reliability are key)

Baseline Metrics:

●​ App Downloads
●​ User Registrations
●​ KYC Completion Rate
●​ Account Funding Rate
●​ Login frequency

Metrics KPIs:

●​ Primary: AUM, Number of Trades, Active Investors, Customer Retention Rate.

●​ Secondary: Average Trade Value, Fund Deposit Frequency, Premium Subscription
Conversion, User Education Material Consumption.
North Star Metric:

●​ Total increase in user wealth managed through the platform. This directly aligns with
the user's primary goal and the platform's long-term success.

AARRR Framework:

●​ Acquisition:
○​ Metrics: App downloads, new account sign-ups, cost per funded account,
marketing campaign effectiveness (e.g., "start investing with Rs. 100").
○​ Activities: Financial literacy content, targeted ads, referral bonuses for new
accounts, partnerships with financial advisors.
●​ Activation:
○​ Metrics: % of users completing KYC, % of users funding their account, % of
users making first trade/investment, time to first investment.
○​ Activities: Simplified KYC process, clear instructions for fund transfer,
educational content on first steps, small initial investment incentives.
●​ Retention:
○​ Metrics: Active trading/investing users, retention rate of funded accounts,
frequency of trades/investments, churn rate, portfolio growth rate.
○​ Activities: Personalized investment recommendations, portfolio tracking tools,
timely market updates, responsive customer support, educational webinars.
●​ Referral:
○​ Metrics: Number of referrals, referral conversion rate, viral coefficient, NPS.
○​ Activities: Referral programs (e.g., refer a friend, both get brokerage credit),
social sharing of portfolio performance (if allowed).
●​ Revenue:
○​ Metrics: Brokerage revenue, subscription revenue from premium features,
advisory fees, AUM-based fees.
○​ Activities: Offering premium research reports, advanced trading tools, different
brokerage plans, cross-selling other financial products (e.g., insurance).
10. Education Platforms (Unacademy, BYJU'S, Vedantu)
Business Model: Subscription-based for courses/live classes, freemium model (some content
free, premium paid), one-time purchase of courses, direct sales of study materials.

User Journey:

1.​ Discovery: Browse courses/subjects, attending free demo classes, viewing educator
profiles.
2.​ Enrollment/Trial: Signing up for a course, starting a free trial.
3.​ Learning: Attending live classes, watching recorded lectures, completing assignments,
taking tests.
4.​ Engagement: Interacting with educators/peers, asking doubts.
5.​ Progress Tracking: Monitoring learning progress, performance in tests.
6.​ Renewal/Upgrade: Subscribing to full course, renewing subscription.

Value for Company: Subscription revenue, student enrollment, course completion rates,
educator network. Value for End-User: Learning new skills, exam preparation, academic
success, access to quality educators, flexibility.

Success Metrics:

●​ Number of Paid Subscriptions

●​ Subscription Retention Rate
●​ Course Completion Rate (for paid users)
●​ Active Learners (MAU/WAU/DAU engaged with learning content)
●​ Average Time Spent Learning per user
●​ Test Score Improvement (if measurable)
●​ Educator Engagement (for live classes)
●​ Customer Acquisition Cost (CAC)
●​ NPS

Baseline Metrics:

●​ App Downloads
●​ User Registrations
●​ Free Trial Sign-ups
●​ Number of demo classes attended
●​ Number of courses browsed
Metrics KPIs:

●​ Primary: Paid Subscription Count, Subscription Retention Rate, Course Completion

Rate (for paid users), Active Learners.
●​ Secondary: Average Lesson Completion, Test Performance, Doubt Resolution Rate,
Educator Ratings.

North Star Metric:

●​ Number of learning hours completed by active paid subscribers per month. This
directly reflects value derived from the content and commitment to learning.

AARRR Framework:

●​ Acquisition:
○​ Metrics: App downloads, new user registrations, free trial sign-ups, cost per paid
subscriber, marketing campaign reach (e.g., exam-focused ads).
○​ Activities: Content marketing (educational blogs, sample lessons), aggressive
advertising, partnerships with schools/coaching centers, free webinars.
●​ Activation:
○​ Metrics: % of free trial users attending first class/completing first lesson, % of
users setting learning goals, time to first learning activity.
○​ Activities: Clear onboarding to select goals/courses, accessible demo classes,
engaging introductory lessons, nudges to start learning.
●​ Retention:
○​ Metrics: Subscription renewal rate, course completion rate, daily/weekly active
learners, lesson completion frequency, churn rate.
○​ Activities: Personalized learning paths, progress tracking, regular assessments,
interactive learning features, community forums, doubt-solving support, timely
reminders.
●​ Referral:
○​ Metrics: Number of referrals, referral conversion rate, viral coefficient, NPS,
social shares of certificates/achievements.
○​ Activities: Referral programs (e.g., refer a friend, both get discount), social
sharing of learning milestones.
●​ Revenue:
○​ Metrics: MRR/ARR from subscriptions, revenue from course sales, average
revenue per paid user (ARPPU).
○​ Activities: Tiered subscription plans (basic, premium, plus), bundled course
offerings, one-on-one coaching upsell, selling study materials.
11. Ride-Hailing (Uber, Ola, Rapido)
Business Model: Commission on rides from drivers, convenience fees from riders, surge
pricing, subscription models (e.g., Uber Pass), advertising for services.

User Journey (Rider):

1.​ Request Ride: Opening app, entering destination, selecting ride type.
2.​ Matching: Finding a driver, viewing driver/vehicle details.
3.​ Ride: Tracking journey, in-ride features.
4.​ Payment: Automatic payment, tipping.
5.​ Post-Ride: Rating driver, leaving feedback.
6.​ Support: Contacting support for ride issues.

User Journey (Driver):

1.​ Onboarding: Registration, document verification, vehicle inspection.

2.​ Go Online: Making self available for rides.
3.​ Accept Ride: Accepting ride requests.
4.​ Complete Ride: Navigating, dropping off passengers, collecting payment.
5.​ Earnings: Viewing earnings, payouts.
6.​ Support: Contacting support for issues.

Value for Company: Ride volume, commission revenue, driver network, market share. Value
for End-User (Rider): Convenience, quick transportation, safety, cashless payments,
cost-effectiveness. Value for End-User (Driver): Income generation, flexibility, access to
customers.

Success Metrics:

●​ Number of Completed Rides

●​ Gross Bookings (total value of rides)
●​ Active Riders / Active Drivers (MAU/WAU/DAU)
●​ Rider Retention Rate
●​ Driver Retention Rate
●​ Average Ride Time
●​ Average Wait Time for a Ride
●​ Driver Acceptance Rate
●​ Customer Acquisition Cost (CAC)
●​ Safety Incidents
●​ NPS (for both riders and drivers)
Baseline Metrics:

●​ App Downloads
●​ User Registrations (rider/driver)
●​ Ride Request Attempts
●​ Number of drivers online
●​ Number of available vehicles

Metrics KPIs:

●​ Primary: Number of Completed Rides, Gross Bookings, Active Riders, Driver Supply (number of
active drivers).
●​ Secondary: Average Wait Time, Driver Acceptance Rate, Rider Churn, Driver Churn, Surge
Pricing Effectiveness, Safety Incident Rate.

North Star Metric:

●​ Number of safe, convenient, and completed rides per day/week/month. This captures the
core transaction and value for both sides of the marketplace.

AARRR Framework:

●​ Acquisition:
○​ Metrics: App downloads, new user registrations (rider/driver), cost per first ride,
marketing campaign reach.
○​ Activities: Marketing campaigns (first ride free/discount), driver onboarding incentives,
partnerships with events/airports.
●​ Activation:
○​ Metrics: % of new riders completing first ride, % of new drivers completing first ride, time
to first ride.
○​ Activities: Seamless ride booking flow, clear instructions for drivers, immediate driver
matching for riders, incentives for first ride.
●​ Retention:
○​ Metrics: Repeat ride rate, ride frequency, churn rate (rider/driver), subscription renewal
rate.
○​ Activities: Personalized discounts, loyalty programs, consistent service quality (low wait
times, safe rides), driver incentives (bonuses, flexible hours), responsive support.
●​ Referral:
○​ Metrics: Number of referrals (rider/driver), referral conversion rate, viral coefficient, NPS.
○​ Activities: Referral programs (e.g., refer a friend, both get ride credit), easy sharing of
ride experiences.
●​ Revenue:
○​ Metrics: Gross Bookings, commission revenue, surge pricing revenue, subscription
revenue.
○​ Activities: Optimizing surge pricing algorithms, introducing premium ride options,
subscription plans (e.g., discounted rides), expanding to new vehicle types/services.
12. Social Media (Instagram, Facebook, Pinterest)
Business Model: Primarily advertising (display ads, sponsored content), data monetization,
e-commerce integration (shopping features).

User Journey:

1.​ Onboarding: Profile creation, finding friends/interests.

2.​ Content Consumption: Scrolling feed, viewing stories/reels, watching videos, Browse
photos.
3.​ Content Creation: Posting photos/videos, writing updates, sharing.
4.​ Interaction: Liking, commenting, sharing, messaging, following.
5.​ Discovery: Exploring new content, users, trends.

Value for Company: User engagement, ad impressions, data insights, creator economy
support. Value for End-User: Connection, self-expression, entertainment, information,
community, discovery.

Success Metrics:

●​ Daily Active Users (DAU) / Monthly Active Users (MAU)

●​ Time Spent in App / Session
●​ Number of Content Posts (photos, videos, stories)
●​ Engagement Rate (likes, comments, shares per post)
●​ New Connections / Follows
●​ Feature Adoption (e.g., Reels creation, Shopping)
●​ Ad Impressions / Clicks
●​ User Retention Rate
●​ NPS

Baseline Metrics:

●​ App Downloads
●​ User Registrations
●​ Profile Completion Rate
●​ Number of logins
●​ Number of scrolls

Metrics KPIs:

●​ Primary: DAU/MAU, Time Spent in App, Engagement Rate (especially for content
creation/interaction).
●​ Secondary: Retention Rate, Content Creation Frequency, Ad Click-Through Rate
(CTR), Number of New Connections, Feature Adoption.

North Star Metric:

 ●​ Daily Active Users (DAU) consistently engaging with core features (e.g., posting,
liking, commenting, messaging). This emphasizes active, meaningful engagement
beyond just passive consumption.

AARRR Framework:

●​ Acquisition:
○​ Metrics: App downloads, new user registrations, cost per new active user, viral
invitations.
○​ Activities: Viral marketing, celebrity/influencer endorsements, compelling ad
campaigns, easy sign-up with existing accounts.
●​ Activation:
○​ Metrics: % of new users who make first post, % of new users who connect with
X friends, % of new users who engage with content, time to first interaction.
○​ Activities: Guided onboarding for finding friends/interests, prompts to make first
post, personalized content feed from day one, clear call-to-actions.
●​ Retention:
○​ Metrics: Daily/Weekly/Monthly Active Users (DAU/WAU/MAU), session
frequency, average time spent per session, churn rate.
○​ Activities: Personalized content algorithms, notifications for new activity, new
feature releases, community building tools, consistent performance and stability.
●​ Referral:
○​ Metrics: Number of invites sent, invite acceptance rate, viral coefficient, NPS,
social shares of profiles/content.
○​ Activities: Easy sharing of profiles/content, "find friends" features, inviting friends
to join groups/events.
●​ Revenue:
○​ Metrics: Ad impressions, ad click-through rate (CTR), revenue per user (ARPU),
revenue from shopping features, sponsored content revenue.
○​ Activities: Optimizing ad targeting, introducing new ad formats, e-commerce
integrations (shop within app), premium features for creators/businesses.

13. Messaging Apps (WhatsApp, Telegram)

Business Model: Primarily user growth and engagement for potential future monetization (e.g.,
business solutions, payments, advertising, data monetization). Some have optional paid
features or premium tiers.

User Journey:

1.​ Onboarding: Phone number verification, profile setup, syncing contacts.

2.​ Initiate Conversation: Starting new chat, joining groups.
3.​ Communication: Sending text, voice notes, media, making calls.
4.​ Group Interaction: Participating in group chats, sharing.
5.​ Feature Usage: Using stickers, GIFs, polls, channels.

Value for Company: Large active user base, network effect, data insights. Value for End-User:
Free communication, instant messaging, group communication, file sharing, privacy (for some).

Success Metrics:

●​ Daily Active Users (DAU) / Monthly Active Users (MAU)

●​ Number of Messages Sent/Received
●​ Number of Active Groups
●​ Voice/Video Call Minutes
●​ Feature Adoption Rate (e.g., Stickers, Channels, Payments)
●​ User Retention Rate
●​ NPS

Baseline Metrics:

●​ App Downloads
●​ New User Registrations
●​ Contact Sync Rate
●​ Number of new chats initiated
●​ Time to send first message

Metrics KPIs:

●​ Primary: DAU/MAU, Messages Sent/Received per user, Active Groups per user.
●​ Secondary: Retention Rate, Call Minutes, Feature Adoption Rate, Media Shared per
user.

North Star Metric:

●​ Number of daily active users sending and receiving messages (or engaging in
active conversations). This captures the core utility of the app for communication.

AARRR Framework:
 ●​ Acquisition:
○​ Metrics: App downloads, new user registrations, cost per new active user,
organic discovery (word-of-mouth).
○​ Activities: Viral growth through network effect, pre-installation on devices,
simple invitation methods, compelling privacy/security features (for Telegram).
●​ Activation:
○​ Metrics: % of new users sending first message, % of new users creating/joining
first group, time to first message.
○​ Activities: Seamless contact syncing, prompts to start conversations,
highlighting popular features during onboarding.
●​ Retention:
○​ Metrics: Daily/Weekly/Monthly Active Users (DAU/WAU/MAU), message
frequency, session frequency, churn rate.
○​ Activities: Reliable message delivery, new features (stickers, reactions, polls),
group functionalities, voice/video call quality, cross-device syncing.
●​ Referral:
○​ Metrics: Number of invites sent, invite acceptance rate, viral coefficient.
○​ Activities: "Invite friends" feature, network effect (friends join to communicate
with existing users).
●​ Revenue:
○​ Metrics: (Less direct for most messaging apps) Revenue from business
solutions (WhatsApp Business API), premium features, ad revenue (if
applicable), payment transaction fees.
○​ Activities: Developing business solutions, exploring premium features (e.g.,
enhanced storage, custom themes), integrating payment functionalities.

14. Video Streaming (Netflix, Prime Video)

Business Model: Subscription-based (monthly/annual fees), advertising (for ad-supported
tiers), content licensing.

User Journey:

1.​ Onboarding: Account creation, profile setup, choosing a plan.

2.​ Discovery: Browse content, searching for titles, viewing recommendations.
3.​ Content Consumption: Watching movies/series, resuming playback.
4.​ Interaction: Liking/disliking content, adding to watchlist.
5.​ Retention: Continuing subscription, discovering new content.

Value for Company: Subscription revenue, subscriber growth, content library value, user data
for personalization. Value for End-User: Entertainment, wide content library, convenience,
ad-free experience (mostly), personalization.

Success Metrics:

●​ Number of Paid Subscribers

●​ Subscriber Retention Rate / Churn Rate
●​ Average Time Spent Watching per Subscriber
●​ Content Completion Rate (e.g., % of series watched to completion)
●​ New Content Engagement Rate
●​ Customer Acquisition Cost (CAC)
●​ NPS

Baseline Metrics:

●​ App Downloads
●​ Free Trial Sign-ups
●​ Content Library Size
●​ Number of unique titles watched
●​ Buffering rate/latency

Metrics KPIs:

●​ Primary: Paid Subscriber Count, Subscriber Retention Rate, Average Time Spent
Watching per Subscriber.
●​ Secondary: Content Completion Rate, New Content Discovery Rate, Churn Rate, Cost
per Stream, Content Licensing ROI.

North Star Metric:

●​ Total hours of content streamed per subscriber per month. This reflects deep
engagement and value from the subscription.

AARRR Framework:
 ●​ Acquisition:
○​ Metrics: Free trial sign-ups, new paid subscribers, cost per subscriber, marketing
campaign reach (e.g., new show launches).
○​ Activities: Aggressive marketing for new content, free trials, partnerships with
device manufacturers/telecoms, compelling ad campaigns.
●​ Activation:
○​ Metrics: % of free trial users converting to paid, % of new subscribers watching
first title, completion of profile (preferences).
○​ Activities: Intuitive content discovery, immediate content recommendations,
high-quality streaming experience from the start.
●​ Retention:
○​ Metrics: Subscription renewal rate, average time spent watching, content
completion rate, churn rate.
○​ Activities: Continuous new content releases, personalized recommendations,
seamless cross-device playback, high streaming quality, proactive customer
support.
●​ Referral:
○​ Metrics: Number of referrals, referral conversion rate, viral coefficient, NPS,
social shares of content.
○​ Activities: Social sharing options for titles, "What to Watch" recommendations,
limited-time referral programs.
●​ Revenue:
○​ Metrics: Monthly Recurring Revenue (MRR), Annual Recurring Revenue (ARR),
average revenue per user (ARPU), ad revenue (if applicable).
○​ Activities: Optimizing subscription tiers (e.g., basic, standard, premium),
introducing ad-supported plans, content bundling with other services.

15. Gaming Platforms (PUBG, Free Fire)

Business Model: Free-to-play with in-app purchases (cosmetics, power-ups, battle passes),
advertising, premium passes, subscriptions.

User Journey:

1.​ Onboarding: Game download, account creation, tutorial.

2.​ Gameplay: Playing matches, completing missions, interacting with other players.
3.​ Progression: Earning rewards, leveling up, unlocking new content.
4.​ Monetization: Purchasing in-game items, battle passes.
5.​ Social Interaction: Teaming up, chatting, joining guilds.

Value for Company: User engagement, in-app purchase revenue, active player base, esports
opportunities. Value for End-User: Entertainment, challenge, social interaction, competition,
self-expression (cosmetics).

Success Metrics:

●​ Daily Active Users (DAU) / Monthly Active Users (MAU)

●​ Average Session Duration
●​ Number of Matches Played per user
●​ In-App Purchase (IAP) Revenue
●​ Conversion Rate (from free to paying user)
●​ Player Retention Rate (Day 1, Day 7, Day 30)
●​ Churn Rate
●​ NPS (Community sentiment is crucial)

Baseline Metrics:

●​ Game Downloads
●​ New Player Registrations
●​ Tutorial Completion Rate
●​ First match played rate
●​ Number of crashes/bugs

Metrics KPIs:

●​ Primary: DAU/MAU, IAP Revenue, Player Retention Rate (Day 7, Day 30), Average
Session Duration.
●​ Secondary: Matches Played per user, Conversion to Paying User, Feature Adoption
(new game modes, events), Churn Rate, Community Engagement.

North Star Metric:

 ●​ Daily Active Users (DAU) who complete at least one match/session per day. This
emphasizes core engagement and active gameplay.

AARRR Framework:

●​ Acquisition:
○​ Metrics: Game downloads, new player registrations, cost per active player, viral
growth from social media/influencers.
○​ Activities: App store optimization (ASO), paid advertising, influencer marketing,
pre-registration campaigns, cross-promotion with other games.
●​ Activation:
○​ Metrics: Tutorial completion rate, % of new players completing first match, time
to first match.
○​ Activities: Engaging tutorial, immediate access to core gameplay, clear
progression path, incentives for early engagement.
●​ Retention:
○​ Metrics: Daily/Weekly/Monthly Active Users (DAU/WAU/MAU), session
frequency, average session duration, retention cohorts, churn rate.
○​ Activities: Regular content updates (new maps, characters, modes), in-game
events, competitive seasons, social features (guilds, clans), balanced gameplay,
bug fixes.
●​ Referral:
○​ Metrics: Number of invites sent, invite acceptance rate, viral coefficient, NPS,
social shares of game achievements.
○​ Activities: In-game referral bonuses, easy sharing of game highlights, social
media integration for achievements.
●​ Revenue:
○​ Metrics: In-App Purchase (IAP) revenue, Average Revenue Per Paying User
(ARPPU), conversion rate from free to paid, Battle Pass sales.
○​ Activities: Introducing new cosmetic items, battle passes, seasonal events,
limited-time offers, compelling value propositions for purchases.

16. News & Media (Inshorts, DailyHunt)

Business Model: Advertising (display ads, native ads, sponsored content), subscriptions for
premium content, data monetization.

User Journey:

1.​ Discovery: Browse news categories, searching for topics, receiving personalized news
feeds.
2.​ Content Consumption: Reading articles, watching news videos, viewing short news
formats.
3.​ Interaction: Liking, sharing, commenting on articles.
4.​ Personalization: Customizing news feed, following topics/sources.

Value for Company: User engagement, ad impressions, subscriber growth, content library
value, data insights. Value for End-User: Quick access to news, diverse perspectives,
personalized content, convenience, entertainment.

Success Metrics:

●​ Daily Active Users (DAU) / Monthly Active Users (MAU)

●​ Average Time Spent in App / Session
●​ Number of Articles Read / Videos Watched per user
●​ Content Shares / Likes
●​ Subscription Conversion Rate (for premium news)
●​ User Retention Rate
●​ Ad Impressions
●​ NPS

Baseline Metrics:

●​ App Downloads
●​ New User Registrations
●​ Number of news articles published per day
●​ Bounce Rate on articles
●​ Time to first content consumption

Metrics KPIs:

●​ Primary: DAU/MAU, Average Time Spent, Articles Read per user, Ad Impressions.
●​ Secondary: Retention Rate, Content Sharing Rate, Subscription Conversion, Feature
Adoption (e.g., specific news formats like short news), User Reported Bias/Accuracy.

North Star Metric:

 ●​ Daily Active Users (DAU) consuming at least X pieces of unique content per
day/session. This focuses on active engagement with the core offering.

AARRR Framework:

●​ Acquisition:
○​ Metrics: App downloads, new user registrations, cost per active user, organic
search for news topics.
○​ Activities: Content marketing (viral news snippets), app store optimization
(ASO), social media promotion, partnerships with content creators.
●​ Activation:
○​ Metrics: % of new users reading first article, % of new users customizing news
feed, time to first content consumption.
○​ Activities: Seamless onboarding to select interests, immediate delivery of
trending news, clear and concise content formats.
●​ Retention:
○​ Metrics: Daily/Weekly/Monthly Active Users (DAU/WAU/MAU), content
consumption frequency, churn rate.
○​ Activities: Personalized news feeds, push notifications for breaking news,
consistent content updates, diverse content formats (short news, long reads,
videos), engaging UI.
●​ Referral:
○​ Metrics: Number of content shares, viral coefficient, NPS.
○​ Activities: Easy social sharing of articles, "share with friends" features,
community discussions around news.
●​ Revenue:
○​ Metrics: Ad impressions, ad click-through rates (CTR), premium subscription
revenue, revenue per user (ARPU).
○​ Activities: Optimizing ad placements, introducing premium ad-free tiers,
sponsored content, data licensing.
17. Travel Platforms (Airbnb, Goibibo, Booking.com)
Business Model: Commission on bookings (from hosts/hotels and guests/travelers),
advertising, premium listings.

User Journey (Guest/Traveler):

1.​ Search: Entering destination, dates, number of guests.

2.​ Browse Listings: Viewing options (hotels, homes), applying filters.
3.​ View Details: Opening listing, viewing photos, reading reviews, checking amenities.
4.​ Booking: Selecting dates, confirming details, making payment.
5.​ Pre-Trip: Communicating with host/hotel, managing booking.
6.​ Post-Trip: Leaving reviews, rebooking.

User Journey (Host/Hotel):

1.​ Listing Creation: Adding property details, photos, pricing, availability.

2.​ Booking Management: Accepting/rejecting bookings, communicating with guests.
3.​ Payouts: Receiving earnings.

Value for Company: Booking volume, GMV, network of listings, user loyalty. Value for
End-User (Traveler): Convenience, variety of accommodations/travel options, competitive
pricing, unique experiences, trust (reviews). Value for End-User (Host/Hotel): Income
generation, reach to travelers, easy management of bookings.

Success Metrics:

●​ Gross Booking Value (GBV)

●​ Number of Bookings
●​ Number of Active Guests / Active Hosts (MAU)
●​ Guest Retention Rate
●​ Host Retention Rate
●​ Average Booking Value
●​ Conversion Rate (from search to booking)
●​ Customer Acquisition Cost (CAC)
●​ NPS (for both guests and hosts)

Baseline Metrics:

●​ Website/App Traffic
●​ New User Registrations
●​ Search Query Volume
●​ Number of available listings
●​ Listing view rate
●​ Booking abandonment rate
Metrics KPIs:

●​ Primary: GBV, Number of Bookings, Conversion Rate, Guest Retention Rate.

●​ Secondary: Average Booking Value, Host Listing Creation Rate, Host Response Time,
Customer Support Tickets related to bookings.

North Star Metric:

●​ Number of unique stays/trips successfully booked and completed through the

platform per month. This emphasizes the core successful transaction.

AARRR Framework:

●​ Acquisition:
○​ Metrics: Website/app traffic, new user registrations (guest/host), cost per
booking, organic search for travel.
○​ Activities: SEO for destinations/accommodations, paid advertising (Google Ads,
meta-search), influencer marketing (travel bloggers), referral programs.
●​ Activation:
○​ Metrics: % of new users completing first search, % of new users completing first
booking, % of new hosts creating first listing, time to first booking/listing.
○​ Activities: Intuitive search and filter options, high-quality listing photos, clear
pricing, guided host onboarding.
●​ Retention:
○​ Metrics: Repeat booking rate, booking frequency, churn rate (guest/host),
average time between bookings.
○​ Activities: Personalized recommendations for destinations/stays, loyalty
programs, seamless rebooking, responsive customer support, host tools for
managing listings.
●​ Referral:
○​ Metrics: Number of referrals, referral conversion rate, viral coefficient, NPS,
social shares of travel plans/experiences.
○​ Activities: Referral programs (e.g., refer a friend, both get travel credit), easy
sharing of listings/itineraries.
●​ Revenue:
○​ Metrics: Gross Booking Value (GBV), commission revenue, average revenue per
booking, advertising revenue (premium listings).
○​ Activities: Optimizing commission rates, offering premium listing features for
hosts, cross-selling travel insurance/activities.
18. Music Streaming (Spotify, JioSaavn, Gaana)
Business Model: Freemium (ad-supported free tier, premium ad-free paid tier),
subscription-based, partnerships with telecom/device companies.

User Journey:

1.​ Onboarding: Account creation, genre/artist preference selection.

2.​ Discovery: Browse playlists, searching for artists/songs, listening to recommendations.
3.​ Consumption: Streaming music, creating playlists, downloading for offline.
4.​ Interaction: Liking songs, sharing playlists, following artists.
5.​ Premium Conversion: Upgrading to paid subscription.

Value for Company: User engagement, subscription revenue, ad impressions, artist

partnerships. Value for End-User: Access to vast music library, personalization, convenience,
offline listening (premium).

Success Metrics:

●​ Daily Active Users (DAU) / Monthly Active Users (MAU)

●​ Total Listening Hours per user
●​ Number of Songs Streamed per user
●​ Premium Subscription Conversion Rate
●​ Premium Subscriber Retention Rate
●​ Playlist Creation / Follows
●​ Churn Rate
●​ Ad Impressions (for free tier)
●​ NPS

Baseline Metrics:

●​ App Downloads
●​ New User Registrations
●​ Trial Sign-ups (for premium)
●​ Number of unique songs/artists listened to
●​ Buffering rate/latency

Metrics KPIs:

●​ Primary: DAU/MAU, Total Listening Hours, Premium Subscription Count, Premium

Subscriber Retention Rate.
●​ Secondary: Songs Skipped Rate, Playlist Creation Rate, Ad Engagement (for free tier),
Churn Rate, Music Discovery Rate.
North Star Metric:

●​ Total hours of music streamed per user per month. This reflects deep engagement
and value from the music experience.

AARRR Framework:

●​ Acquisition:
○​ Metrics: App downloads, new user registrations (free/trial), cost per activated
user, marketing campaign reach.
○​ Activities: Marketing around exclusive content, partnerships with artists/events,
free trials for premium, bundled offers with telecom plans.
●​ Activation:
○​ Metrics: % of new users playing first song/playlist, % of new users creating first
playlist, time to first stream.
○​ Activities: Intuitive music discovery, immediate access to popular music,
personalized onboarding for genre preferences.
●​ Retention:
○​ Metrics: Daily/Weekly/Monthly Active Users (DAU/WAU/MAU), listening
frequency, playlist updates, premium subscription renewal rate, churn rate.
○​ Activities: Highly personalized recommendations, curated playlists, new music
releases, offline listening (premium), high audio quality, cross-device syncing.
●​ Referral:
○​ Metrics: Number of playlist shares, referral conversion rate, viral coefficient,
NPS.
○​ Activities: Easy sharing of songs/playlists on social media, collaborative
playlists, referral programs for premium.
●​ Revenue:
○​ Metrics: MRR/ARR from premium subscriptions, ad revenue (from free tier),
average revenue per user (ARPU).
○​ Activities: Optimizing premium features (ad-free, offline, higher quality), targeted
advertising, partnerships with brands for sponsored playlists.
19. Productivity & Collaboration (Notion, Slack, Teams,
Zoom)
Business Model: Freemium (basic features free, advanced features/storage paid),
subscription-based per user/team, enterprise licensing.

User Journey:

1.​ Onboarding: Account creation, team setup, inviting members, initial project/workspace
creation.
2.​ Core Usage: Creating documents/notes (Notion), sending messages (Slack/Teams),
joining meetings (Zoom).
3.​ Collaboration: Sharing documents, commenting, co-editing, real-time communication.
4.​ Feature Adoption: Using integrations, advanced search, specific templates.
5.​ Premium Conversion: Upgrading for more features/storage/users.

Value for Company: Paid user growth, recurring revenue, enterprise adoption, network effect.
Value for End-User: Increased efficiency, improved communication, centralized information,
streamlined workflows, remote work enablement.

Success Metrics:

●​ Number of Paid Seats/Users

●​ Monthly Recurring Revenue (MRR) / Annual Recurring Revenue (ARR)
●​ Paid User Retention Rate / Churn Rate
●​ Daily Active Users (DAU) / Monthly Active Users (MAU)
●​ Feature Adoption Rate (e.g., specific integrations, video calls)
●​ Usage Intensity (e.g., messages sent per user, documents created)
●​ Customer Acquisition Cost (CAC)
●​ NPS (for team collaboration and productivity)

Baseline Metrics:

●​ Free Trial Sign-ups

●​ Team Creation Rate
●​ Number of messages sent (initial)
●​ Number of documents created (initial)
●​ Login frequency

Metrics KPIs:

●​ Primary: Paid Seats/Users, MRR/ARR, Paid User Retention Rate, DAU/MAU

(especially for active collaboration).
●​ Secondary: Feature Adoption (for premium features), Usage Intensity, Time to first
value (e.g., first successful collaboration), Customer Support Tickets.
North Star Metric:

●​ Number of daily active users successfully collaborating on shared

workspaces/projects. This focuses on the core value of shared productivity.

AARRR Framework:

●​ Acquisition:
○​ Metrics: Free trial sign-ups, new team registrations, cost per qualified lead,
inbound marketing leads.
○​ Activities: Content marketing (how-to guides, templates), SEO for productivity
terms, targeted B2B advertising, free tiers, webinars.
●​ Activation:
○​ Metrics: % of new teams completing initial setup, % of users sending first
message/creating first document, % of users inviting team members, time to first
collaboration.
○​ Activities: Interactive onboarding for team setup, sample workspaces/channels,
clear prompts for core actions, integrations with existing tools.
●​ Retention:
○​ Metrics: Paid seat retention rate, user churn rate, daily/weekly active users,
feature usage intensity.
○​ Activities: Regular feature updates, seamless integrations, reliable performance,
responsive customer support, demonstrating ROI for businesses, community
forums.
●​ Referral:
○​ Metrics: Number of team invites sent, referral conversion rate, viral coefficient,
NPS, social shares of positive reviews.
○​ Activities: In-app prompts to invite colleagues, referral programs for new team
sign-ups, highlighting customer success stories.
●​ Revenue:
○​ Metrics: MRR/ARR, average revenue per user (ARPU), conversion from free to
paid, expansion revenue (upselling existing accounts to more seats/features).
○​ Activities: Tiered pricing plans (basic, standard, enterprise), add-on features,
increasing storage/user limits for paid plans, dedicated sales for enterprise.
20. Dating Apps (Tinder, Bumble, Hinge)
Business Model: Freemium (basic swiping/matching free, premium features like unlimited likes,
boosts, seeing who liked you are paid), subscription-based.

User Journey:

1.​ Onboarding: Profile creation (photos, bio, preferences), setting up filters.

2.​ Discovery: Swiping/Browse profiles.
3.​ Matching: Getting a match.
4.​ Communication: Chatting with matches.
5.​ Meeting (Off-platform): Arranging a date.
6.​ Subscription: Upgrading for premium features.

Value for Company: User engagement, successful matches, subscription revenue, data
insights. Value for End-User: Finding romantic connections, entertainment, convenience, social
interaction.

Success Metrics:

●​ Daily Active Users (DAU) / Monthly Active Users (MAU)

●​ Number of Swipes / Likes per user
●​ Number of Matches per user
●​ Number of Conversations Initiated
●​ Premium Subscription Conversion Rate
●​ Premium Subscriber Retention Rate
●​ User Retention Rate
●​ Churn Rate
●​ NPS (often tricky due to user experience variability)
●​ Successful Dates/Relationships (challenging to track, often proxied by long-term
retention of matched users)

Baseline Metrics:

●​ App Downloads
●​ New User Registrations
●​ Profile Completion Rate
●​ Number of profiles viewed
●​ Time to first swipe/like
Metrics KPIs:

●​ Primary: DAU/MAU, Number of Matches, Premium Subscription Conversion Rate, User

Retention Rate.
●​ Secondary: Conversation Rate (from match to first message), Average Messages per
Conversation, Profile Completion Rate, Feature Adoption (e.g., video chat, specific
filters).

North Star Metric:

●​ Number of meaningful connections initiated (or sustained conversations) between

matched users per day/week. This moves beyond just matches to actual interaction.

AARRR Framework:

●​ Acquisition:
○​ Metrics: App downloads, new user registrations, cost per active user, viral
growth (word-of-mouth).
○​ Activities: Marketing campaigns targeting specific demographics, social media
presence, partnerships with events, emphasizing unique selling points (e.g.,
female-first for Bumble).
●​ Activation:
○​ Metrics: Profile completion rate, % of new users making first swipe/like, % of
new users getting first match, time to first match/swipe.
○​ Activities: Guided profile creation, easy photo upload, immediate display of
potential matches, incentives for completing profile.
●​ Retention:
○​ Metrics: Daily/Weekly/Monthly Active Users (DAU/WAU/MAU), swipe/match
frequency, conversation activity, churn rate, premium subscription renewal rate.
○​ Activities: Regular new users, algorithm optimization for better matches, new
communication features, in-app events, success stories highlighting potential.
●​ Referral:
○​ Metrics: Number of invites sent, invite acceptance rate, viral coefficient, NPS,
social shares about positive experiences.
○​ Activities: "Invite friends" feature, easy sharing of app success stories, "dating
coach" content.
●​ Revenue:
○​ Metrics: Monthly/Annual Recurring Revenue (MRR/ARR), premium subscription
revenue, in-app purchase revenue (e.g., boosts), average revenue per paying
user (ARPPU).
○​ Activities: Offering premium features (unlimited likes, boosts, seeing who liked
you), tiered subscription plans, limited-time offers.
21. Hyperlocal Services (Urban Company, Porter)
Business Model: Commission-based from service providers, convenience fees from
customers, subscription models for preferred customers, advertising for service providers.

User Journey (Customer):

1.​ Discovery: Searching for service, Browse categories, viewing service provider
profiles/reviews.
2.​ Booking: Selecting service, date/time, adding details, confirming.
3.​ Service Delivery: Service provider arrives, completes job.
4.​ Payment: In-app payment.
5.​ Post-Service: Rating service provider, tipping.
6.​ Re-engagement: Booking repeat service, getting notifications.

User Journey (Service Provider):

1.​ Onboarding: Registration, skill verification, background checks.

2.​ Accept Job: Receiving and accepting job requests.
3.​ Service Delivery: Traveling to location, completing service.
4.​ Earnings: Receiving payment.

Value for Company: Booking volume, GMV, service provider network, customer loyalty. Value
for End-User (Customer): Convenience, reliable service, trusted professionals, transparent
pricing, time-saving. Value for End-User (Service Provider): Income generation, access to
customers, flexibility, skill utilization.

Success Metrics:

●​ Number of Completed Bookings

●​ Gross Merchandise Value (GMV)
●​ Average Booking Value
●​ Customer Retention Rate
●​ Service Provider Retention Rate
●​ Service Completion Rate
●​ Customer Satisfaction (Ratings, Reviews)
●​ Service Provider Earnings
●​ Customer Acquisition Cost (CAC)
●​ NPS (for both customers and providers)

Baseline Metrics:

●​ App Downloads
●​ New User Registrations (customer/provider)
●​ Service Search Volume
 ●​ Number of available service providers
●​ Booking abandonment rate

Metrics KPIs:

●​ Primary: Number of Completed Bookings, GMV, Customer Retention Rate, Service

Provider Utilization Rate.
●​ Secondary: Average Booking Value, Customer Satisfaction Ratings, Service Provider
Acceptance Rate, Time to Service Provider Match.

North Star Metric:

●​ Number of successfully completed service bookings per customer per month. This
emphasizes repeat usage of the core service offering.

AARRR Framework:

●​ Acquisition:
○​ Metrics: App downloads, new user registrations (customer/provider), cost per
first booking, geo-targeted ad performance.
○​ Activities: Hyperlocal marketing, first-booking discounts, service provider
onboarding incentives, partnerships with local businesses/housing societies.
●​ Activation:
○​ Metrics: % of new customers completing first booking, % of new providers
accepting first job, time to first booking/job.
○​ Activities: Intuitive booking flow, clear service descriptions, easy provider
onboarding, incentives for first booking/job completion.
●​ Retention:
○​ Metrics: Repeat booking rate, booking frequency, churn rate
(customer/provider), customer lifetime value.
○​ Activities: Consistent service quality, loyalty programs, personalized service
reminders, efficient customer support, fair pricing for providers, ongoing training
for providers.
●​ Referral:
○​ Metrics: Number of referrals, referral conversion rate, viral coefficient, NPS.
○​ Activities: Referral programs for both customers and providers, easy sharing of
good service experiences.
●​ Revenue:
○​ Metrics: GMV, commission revenue, delivery/convenience fees, subscription
revenue (for preferred customers), advertising revenue (for providers).
○​ Activities: Optimizing commission rates, introducing premium subscription for
benefits, offering advertising slots to service providers, expanding service
categories.
22. Social Commerce (Meesho, Shop101, BulkMart)
Business Model: Primarily reseller-driven, enabling individuals to become sellers (resellers) by
sharing products from a catalog with their networks. Revenue from commissions on sales, direct
sales, advertising.

User Journey (Reseller):

1.​ Onboarding: App download, account setup, Browse product catalog.

2.​ Product Selection: Choosing products to share, downloading images/descriptions.
3.​ Sharing: Sharing products on social media (WhatsApp, Facebook, Instagram) to their
network.
4.​ Order Placement: Collecting orders from their network, placing order on the platform.
5.​ Earning: Receiving commission/margin.

User Journey (End Buyer - from reseller's network):

1.​ Discovery: Seeing products shared by a reseller on social media.

2.​ Inquiry/Order: Contacting reseller, placing order.
3.​ Receipt: Receiving product (from platform).

Value for Company: Sales volume, reseller network growth, low customer acquisition cost
(leveraging reseller networks). Value for End-User (Reseller): Income generation, low
investment business, flexibility, access to product catalog. Value for End-User (Buyer): Trust
(buying from known contact), convenience, competitive pricing.

Success Metrics:

●​ Gross Merchandise Value (GMV)

●​ Number of Orders
●​ Number of Active Resellers
●​ Average Order Value (AOV)
●​ Reseller Retention Rate
●​ Reseller Earnings per month
●​ New Reseller Acquisition Rate
●​ Customer Acquisition Cost (CAC) - primarily for acquiring resellers
●​ NPS (for both resellers and buyers)

Baseline Metrics:

●​ App Downloads (Reseller app)

●​ New Reseller Registrations
●​ Number of products shared by resellers
●​ Number of product catalog views
●​ Order abandonment rate (by reseller or buyer)
Metrics KPIs:

●​ Primary: GMV, Number of Orders, Active Resellers, Reseller Earnings.

●​ Secondary: Reseller Retention, Average Order Value, Product Catalog Conversion Rate
(from view to share).

North Star Metric:

●​ Total GMV generated through the reseller network per month. This directly reflects
the success of the social commerce model.

AARRR Framework:

●​ Acquisition:
○​ Metrics: App downloads for resellers, new reseller registrations, cost per active
reseller, marketing campaign reach (e.g., "start your business with zero
investment").
○​ Activities: Marketing to aspiring entrepreneurs/homemakers, referral programs
for new resellers, compelling value proposition for earning.
●​ Activation:
○​ Metrics: % of new resellers sharing first product, % of new resellers getting first
order, time to first order.
○​ Activities: Guided onboarding for product sharing, easy access to high-quality
product images/descriptions, training materials for selling.
●​ Retention:
○​ Metrics: Reseller retention rate, order frequency per reseller, average earnings
per reseller, churn rate.
○​ Activities: Consistent product availability, competitive pricing, timely payouts,
good customer support for resellers, new product additions, performance
bonuses.
●​ Referral:
○​ Metrics: Number of reseller referrals, referral conversion rate, viral coefficient.
○​ Activities: Strong reseller referral programs, incentives for building a team of
resellers.
●​ Revenue:
○​ Metrics: GMV, commission revenue, direct sales revenue (if applicable),
advertising revenue from brands.
○​ Activities: Optimizing commission structures, expanding product categories,
offering premium tools/insights for top resellers, brand partnerships for exclusive
products.
23. CRM Tools (e.g., Salesforce, HubSpot, Zoho CRM)
Business Model: Subscription-based (per user, per feature tier), enterprise licensing, add-on
services, professional services.

User Journey (Sales/Marketing/Service Rep):

1.​ Onboarding: Account setup, data import, customization.

2.​ Core Usage: Managing contacts/leads, logging activities, tracking deals/tickets, sending
emails.
3.​ Reporting: Generating reports, analyzing performance.
4.​ Automation: Setting up workflows, email sequences.
5.​ Integration: Connecting with other business tools.

Value for Company: Subscription revenue, recurring revenue, enterprise adoption, data
insights. Value for End-User: Improved customer relationships, streamlined
sales/marketing/service processes, increased efficiency, better data organization, revenue
growth.

Success Metrics:

●​ Monthly Recurring Revenue (MRR) / Annual Recurring Revenue (ARR)

●​ Number of Paid Seats / Users
●​ Customer Retention Rate / Churn Rate
●​ Feature Adoption Rate (e.g., sales forecasting, marketing automation)
●​ Usage Intensity (e.g., number of contacts managed, emails sent)
●​ Customer Lifetime Value (CLTV)
●​ Customer Acquisition Cost (CAC)
●​ NPS (for usability and value)
●​ Customer Success Metrics (e.g., increase in sales pipeline, reduction in customer
service resolution time for client)

Baseline Metrics:

●​ Free Trial Sign-ups

●​ Account Setup Completion Rate
●​ Number of contacts imported
●​ Initial logins
●​ Number of support tickets (early stage)

Metrics KPIs:

●​ Primary: MRR/ARR, Paid Seat Growth, Customer Retention Rate, Core Feature Usage.
●​ Secondary: Customer Success Stories, Time to First Value, Integration Adoption,
Support Response/Resolution Time.
North Star Metric:

●​ Number of customer interactions successfully managed and tracked through the

CRM per active user per day/week. This emphasizes the core function of relationship
management.

AARRR Framework:

●​ Acquisition:
○​ Metrics: Free trial sign-ups, qualified lead generation, conversion rate from lead
to paid customer, cost per acquisition.
○​ Activities: Content marketing (CRM benefits, case studies), targeted B2B
advertising, free webinars, sales demos, partnerships with business consultants.
●​ Activation:
○​ Metrics: % of new accounts completing setup, % of users importing contacts, %
of users logging first activity/deal, time to first value (e.g., first lead tracked).
○​ Activities: Guided onboarding for setup, pre-built templates, easy data import
tools, prompt access to core features, dedicated onboarding support.
●​ Retention:
○​ Metrics: Subscription renewal rate, user churn rate, daily/weekly active users,
feature usage intensity, expansion revenue.
○​ Activities: Continuous product improvements, new feature releases, excellent
customer support, training resources, integrations with popular tools,
demonstrating ROI.
●​ Referral:
○​ Metrics: Number of referrals, referral conversion rate, NPS.
○​ Activities: Partner programs, customer advocacy programs, case study
showcases, incentivizing positive reviews.
●​ Revenue:
○​ Metrics: MRR/ARR, average revenue per user (ARPU), expansion revenue
(upsell to more seats/features), professional services revenue.
○​ Activities: Tiered pricing, add-on modules, enterprise deals, consulting services.
24. Postman (API Development Environment)
Business Model: Freemium (basic features free, advanced features for teams/collaboration
paid), subscription-based per user/team, enterprise plans.

User Journey (Developer):

1.​ Onboarding: Download app, account creation, initial API request.

2.​ API Development: Creating/testing API requests, organizing collections, writing scripts.
3.​ Collaboration: Sharing collections, team workspaces, commenting.
4.​ Advanced Usage: Using monitors, mock servers, Newman (CLI runner).
5.​ Integration: Connecting with CI/CD pipelines.

Value for Company: Paid user growth, recurring revenue, community adoption, ecosystem
influence. Value for End-User: Streamlined API development/testing, collaboration,
automation, increased developer productivity.

Success Metrics:

●​ Number of Paid Seats / Users

●​ Monthly Recurring Revenue (MRR) / Annual Recurring Revenue (ARR)
●​ Paid User Retention Rate / Churn Rate
●​ Daily Active Users (DAU) / Monthly Active Users (MAU)
●​ Number of API Requests Sent (in-app)
●​ Number of Collections Created/Shared
●​ Team Collaboration Feature Adoption
●​ Customer Acquisition Cost (CAC)
●​ NPS (developer satisfaction is paramount)

Baseline Metrics:

●​ App Downloads
●​ New User Registrations
●​ First API request made
●​ Number of unique APIs tested
●​ Login frequency

Metrics KPIs:

●​ Primary: Paid Seats/Users, MRR/ARR, Paid User Retention Rate, Number of API
Requests Sent per user.
●​ Secondary: Collection Creation Rate, Team Collaboration Feature Usage, Integration
Adoption, Community Contributions.

North Star Metric:

 ●​ Number of API requests successfully tested and collaborated on per active team
per day/week. This captures the core utility of API development and collaboration.

AARRR Framework:

●​ Acquisition:
○​ Metrics: App downloads, new user registrations, cost per active user, organic
search (API related terms).
○​ Activities: Developer community engagement, content marketing (API tutorials,
best practices), open-source contributions, developer events/webinars, free tier.
●​ Activation:
○​ Metrics: % of new users sending first API request, % of new users creating first
collection, time to first successful API test.
○​ Activities: Intuitive UI for API requests, sample collections, clear documentation,
onboarding for core features.
●​ Retention:
○​ Metrics: Daily/Weekly/Monthly Active Users (DAU/WAU/MAU), number of API
requests sent, collection usage frequency, paid seat renewal rate, churn rate.
○​ Activities: Regular feature updates, improved performance, seamless
collaboration tools, integrations with development workflows, active community
support.
●​ Referral:
○​ Metrics: Number of referrals (e.g., team invites), referral conversion rate, viral
coefficient, NPS.
○​ Activities: Easy sharing of collections/workspaces, "invite team members"
prompts, developer community endorsements.
●​ Revenue:
○​ Metrics: MRR/ARR, average revenue per user (ARPU), conversion from free to
paid, expansion revenue.
○​ Activities: Tiered pricing for team collaboration, advanced security features,
increased API request limits, enterprise support.
25. Razorpay (Payment Gateway)
Business Model: Transaction-based fees (per transaction, percentage of transaction value),
subscription for advanced features/reports, value-added services (e.g., RazorpayX for banking).

User Journey (Merchant/Business):

1.​ Onboarding: Account creation, KYC, integration with website/app.

2.​ Configuration: Setting up payment methods, customizing checkout.
3.​ Transaction Processing: Receiving payments from customers.
4.​ Management: Viewing transactions, issuing refunds, generating reports.
5.​ Advanced Usage: Using payment links, subscriptions, invoicing, RazorpayX.
6.​ Support: Contacting support for transaction issues or technical help.

Value for Company: Transaction volume, transaction fees, merchant acquisition, platform
stickiness. Value for End-User (Merchant): Easy payment acceptance, wide range of payment
options, security, simplified reconciliation, business insights.

Success Metrics:

●​ Total Payment Volume (TPV) / Gross Transaction Value (GTV)

●​ Number of Successful Transactions
●​ Number of Active Merchants
●​ Merchant Retention Rate / Churn Rate
●​ Average Transaction Value
●​ Conversion Rate (from merchant integration to live transactions)
●​ Fraud Rate
●​ Customer Acquisition Cost (CAC)
●​ NPS (for reliability and ease of use)

Baseline Metrics:

●​ New Merchant Sign-ups

●​ Account Activation Rate (KYC complete, integrated)
●​ Number of payment methods enabled
●​ Time to first live transaction
●​ API call volume

Metrics KPIs:

●​ Primary: TPV/GTV, Number of Successful Transactions, Active Merchants, Merchant

Retention Rate.
●​ Secondary: Average Transaction Value, Transaction Success Rate, Fraud Rate,
Feature Adoption (e.g., payment links, subscriptions), Customer Support Resolution
Time.
North Star Metric:

●​ Total Gross Transaction Value (GTV) processed successfully through the platform
per month. This directly reflects the core service and revenue generation.

AARRR Framework:

●​ Acquisition:
○​ Metrics: New merchant sign-ups, cost per active merchant, lead generation
(from sales/marketing).
○​ Activities: Targeted B2B marketing, developer outreach (APIs), partnerships
with e-commerce platforms/agencies, free trials/tiered pricing for small
businesses.
●​ Activation:
○​ Metrics: % of new merchants completing integration, % of new merchants
processing first live transaction, time to first transaction.
○​ Activities: Clear documentation, easy API integration, sandbox environment,
dedicated onboarding support for complex integrations, quick KYC.
●​ Retention:
○​ Metrics: Merchant retention rate, transaction volume per merchant, usage of
advanced features, churn rate.
○​ Activities: Consistent high transaction success rates, proactive fraud prevention,
new feature releases (e.g., new payment methods, recurring payments),
responsive customer support.
●​ Referral:
○​ Metrics: Number of merchant referrals, referral conversion rate, NPS.
○​ Activities: Referral programs for existing merchants, showcasing success
stories, partnerships with developers/agencies.
●​ Revenue:
○​ Metrics: Total Payment Volume (TPV), transaction fee revenue, subscription
revenue from advanced features, revenue from value-added services
(RazorpayX).
○​ Activities: Optimizing transaction fees, offering premium plans for advanced
features, cross-selling banking/invoicing solutions.
26. AI-Based Hiring Platforms (e.g., Eightfold, Skillate)
Business Model: Subscription-based (per user, per hire, per feature set), enterprise licensing,
sometimes a combination of subscription and success fees.

User Journey (Recruiter/Hiring Manager):

1.​ Onboarding: Account setup, integrating with ATS, defining hiring needs.
2.​ Job Posting: Creating job descriptions (often AI-assisted).
3.​ Candidate Sourcing/Matching: AI-driven candidate discovery, matching, ranking.
4.​ Screening/Assessment: AI-powered resume parsing, chatbot interviews, video
assessments.
5.​ Interview Scheduling: Automated scheduling.
6.​ Analytics: Viewing hiring funnel insights, diversity metrics.

User Journey (Candidate):

1.​ Application: Applying for jobs, potentially interacting with chatbots/AI assessments.
2.​ Interview: Participating in AI-driven interviews.
3.​ Feedback: Receiving updates.

Value for Company: Subscription revenue, recurring revenue, enterprise adoption, data for AI
model improvement. Value for End-User (Recruiter/Hiring Manager): Faster hiring, reduced
bias, improved candidate quality, cost savings, enhanced recruiter productivity, data-driven
insights. Value for End-User (Candidate): Fairer assessment, streamlined application process,
potentially faster feedback.

Success Metrics:

●​ Monthly Recurring Revenue (MRR) / Annual Recurring Revenue (ARR)

●​ Number of Active Organizations / Users
●​ Customer Retention Rate / Churn Rate
●​ Time to Hire (for clients using the platform)
●​ Candidate Quality Score (e.g., offer acceptance rate for matched candidates)
●​ Recruiter Productivity (e.g., number of candidates screened per recruiter)
●​ Feature Adoption Rate (e.g., AI resume parsing, chatbot interviews)
●​ Customer Acquisition Cost (CAC)
●​ NPS (for recruiters and hiring managers)

Baseline Metrics:

●​ Free Trial Sign-ups

●​ Account Setup Completion Rate
●​ Number of jobs posted by clients
●​ Number of candidates processed
 ●​ Integration rate with ATS

Metrics KPIs:

●​ Primary: MRR/ARR, Active Organizations, Customer Retention Rate, Time to Hire (for
clients).
●​ Secondary: Candidate Quality, Recruiter Productivity Gains, Feature Adoption
(AI-specific features), Bias Reduction Metrics (if measurable).

North Star Metric:

●​ Number of high-quality hires successfully made by clients through the platform

per month. This directly reflects the core value proposition of efficient and effective
hiring.

AARRR Framework:

●​ Acquisition:
○​ Metrics: Free trial sign-ups, qualified lead generation, conversion from lead to
paid client, cost per acquisition.
○​ Activities: Content marketing (future of hiring, AI in HR), targeted B2B
advertising, webinars showcasing AI capabilities, thought leadership.
●​ Activation:
○​ Metrics: % of new clients integrating with ATS, % of new clients posting first job,
% of clients using AI matching for first time, time to first candidate shortlist.
○​ Activities: Guided onboarding for integration, clear setup for job posting,
immediate demonstration of AI matching capabilities, training.
●​ Retention:
○​ Metrics: Subscription renewal rate, client churn rate, daily/weekly active users
(recruiters), feature usage intensity.
○​ Activities: Continuous improvement of AI models, new feature releases (e.g.,
new assessment types), excellent customer support, demonstrating measurable
ROI (cost/time savings), success stories.
●​ Referral:
○​ Metrics: Number of client referrals, referral conversion rate, NPS.
○​ Activities: Client advocacy programs, case studies, incentivizing positive
reviews/testimonials from HR leaders.
●​ Revenue:
○​ Metrics: MRR/ARR, average revenue per client, expansion revenue (upsell to
more users, advanced modules).
○​ Activities: Tiered pricing based on usage/features, add-on modules for specific
HR needs (e.g., diversity analytics), enterprise-level solutions.
Product Metrics for Banking Apps (e.g., SBI, HDFC, Axis
Bank)
Business Model: Primarily a service model with revenue generated through:

●​ Transaction Fees: Charges for specific services (e.g., IMPS transfers above limits,
specific bill payments, sometimes credit card processing).
●​ Cross-selling/Up-selling: Revenue from digital acquisition of loans, credit cards,
insurance, investments (mutual funds, FDs, stocks).
●​ Float/Deposits: Leveraging funds held in customer accounts for investments.
●​ Reduced Operational Costs: By shifting transactions from physical branches/ATMs to
the app.
●​ Premium Services: Some banks might offer paid tiers for advanced features or
personalized advisory.

User Journey:

1.​ Onboarding/Setup: Download app, account creation (for new customers) or linking
existing accounts, KYC completion, setting up MPIN/biometric login.
2.​ Core Transaction/Service: Checking balance, viewing statements, fund transfer (UPI,
NEFT, IMPS), bill payments, mobile recharge, credit card management, fixed deposit
creation.
3.​ Discovery/Adoption of New Products: Browse loan offers, applying for credit cards,
initiating investments, buying insurance.
4.​ Issue Resolution/Support: Using in-app chat, FAQs, raising service requests.
5.​ Security & Control: Managing cards, changing PINs, setting transaction limits.
6.​ Re-engagement: Receiving personalized offers, transaction alerts, financial insights.

Value for Company: Reduced operational costs, increased customer engagement,

cross-selling revenue, data for personalized offers, improved customer loyalty, brand reputation
for digital innovation. Value for End-User: Convenience (24/7 access), speed, security, control
over finances, access to diverse financial products, personalized insights, time-saving.

Success Metrics:

●​ Monthly Active Users (MAU) / Daily Active Users (DAU): Number of unique users
actively engaging with the app.
●​ Digital Transaction Volume / Value (TPV/GTV): Total number and monetary value of
successful transactions (fund transfers, bill payments, etc.) processed through the app.
●​ Digital Product Adoption Rate: % of users applying for/availing loans, credit cards,
investments, insurance through the app.
●​ Customer Retention Rate: % of users who continue to use the app over time.
●​ Feature Adoption Rate: % of users engaging with specific features beyond basic
transactions (e.g., budgeting tools, card controls, specific investment options).
 ●​ Transaction Success Rate: % of attempted transactions that are completed
successfully.
●​ Customer Service Deflection Rate: % of service requests handled within the app (e.g.,
chat, FAQs) without requiring human intervention.
●​ Net Promoter Score (NPS): Measures customer satisfaction and loyalty.
●​ Fraud Rate: Number/value of fraudulent transactions.

Baseline Metrics:

●​ App Downloads/Installs
●​ New User Registrations
●​ Account Linkage Rate (for existing customers)
●​ KYC Completion Rate (for new digital accounts)
●​ Login Frequency
●​ Average Session Duration
●​ Screen Views per Session
●​ Time to First Transaction (TTFT)
●​ Average Call Centre Query Volume (to benchmark against digital deflection)

Metrics KPIs:

●​ Primary:
○​ Monthly Active Transacting Users: Users who perform at least one financial
transaction per month.
○​ Total Payment Volume (TPV) / Gross Transaction Value (GTV): Monetary
value of all successful transactions.
○​ Digital Cross-Sell/Up-sell Conversion Rate: Conversion from app usage to
adoption of other digital banking products.
○​ Digital Onboarding Completion Rate (for new accounts): Seamless journey
for new customers.
●​ Secondary:
○​ Transaction Success Rate: Crucial for user trust and reliability.
○​ Feature Adoption (e.g., Bill Pay, UPI, Investments): Indicates depth of
engagement.
○​ Customer Service Query Reduction: Measure of efficiency gained from app
features.
○​ App Store Ratings: Public sentiment and satisfaction.
○​ Fraud Rate: Directly impacts security and trust.

North Star Metric:

●​ Number of unique financial services utilized digitally by monthly active users. This
metric is broad enough to encompass both routine transactions and the adoption of
higher-value financial products, reflecting both depth of engagement and comprehensive
digital financial fulfillment for the user. (Alternatively: Total Value of Financial Services
 consumed digitally per customer per month, which captures both transactional
volume and product value.)

AARRR Framework:

●​ Acquisition:
○​ Metrics: App Downloads, New User Registrations (for existing and new bank
customers), Cost Per Install (CPI), Cost Per Activated User (CPA), Keyword
rankings for "banking app," effectiveness of digital ad campaigns for app
download/onboarding.
○​ Activities: Aggressive digital marketing (app store ads, social media
campaigns), strategic partnerships (e.g., with device manufacturers for
pre-installation), seamless digital account opening flows, incentives for first-time
digital users (e.g., cashback on first bill pay).
●​ Activation:
○​ Metrics: % of new registrations completing profile/KYC, % of new users
completing first financial transaction, % of users setting up biometric login, Time
to First Transaction (TTFT), adoption of critical features (e.g., UPI linkage, biller
setup).
○​ Activities: Intuitive onboarding flow, clear prompts for KYC, easy linkage of
existing bank accounts, guided tutorials for common transactions, immediate
value proposition after login (e.g., quick balance check, fast fund transfer option).
●​ Retention:
○​ Metrics: Daily/Weekly/Monthly Active Users (DAU/WAU/MAU), repeat
transaction rate, session frequency, churn rate, retention cohorts, average
monthly spend via app, recurring bill payment setup rate.
○​ Activities: Personalized notifications (transaction alerts, bill reminders,
personalized offers), consistent app performance and security, seamless user
experience, new feature releases (e.g., budgeting tools, credit score checks),
responsive in-app customer support.
●​ Referral:
○​ Metrics: Net Promoter Score (NPS), App Store Ratings and Reviews, Number of
Referrals via "Refer a Friend" programs (if applicable for digital account
opening/product adoption), social shares of positive app experiences.
○​ Activities: In-app prompts for ratings/reviews, "Refer a Friend" programs for
specific digital products, highlighting customer success stories, easy sharing of
financial insights/offers.
●​ Revenue:
○​ Metrics: Total Payment Volume (TPV), Gross Transaction Value (GTV), Average
Revenue Per User (ARPU), % of loans/credit cards/investments sourced digitally,
digital fee income, cost savings from digital deflection.
○​ Activities: Seamless digital application processes for financial products, dynamic
pricing for certain digital services (if applicable), targeted cross-sell/up-sell
prompts based on user behavior, optimizing transaction fee structures for
profitability while maintaining competitiveness.