OKR Examples

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Company & Start-up

OKRs for Growth-stage Startups

Focus

Acquisition
Activation
Retention
Referral
Revenue

Key Questions

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Do we have sustainable growth channels?

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Is our onboarding funnel efficient?

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Can we turn happy users into advocates?

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Are we sustaining the quality of the product?

Growth-stage companies have figured out how to solve a problem for their users. Of course, they'll keep investing in the product, but the main focus is to grow the business. This is why they should mostly focus on the Acquisition and Referral stages of the AARRR funnel.

There are 2 ways for you to grow: find channels that can generate a steady number of leads, and turn existing users into advocates that will refer your product to their friends and colleagues.

Example of Growth-stage Startup OKRs

You'll find below an example built around a fictitious company. Your OKRs should move from quarter to quarter and map to your company's reality – that's why we thought it's best to illustrate things as a case study that you can take inspiration from.

Scenario

Askawoof is a startup building a platform to help companies run customer satisfaction surveys. They successfully launched their product and got great initial feedback. Now they're looking for ways to accelerate their growth.

General advice

It's often useful to pair Key Results that can check one another for a specific Objective. You might push your team to adopt extreme tactics to grow the business if you only mention new leads and signups (spend too much, reduce leads quality...).

A good practice is to add control Key Results to make sure keep that your business stays healthy. In this example, the goals around growth are balanced with some other KRs related to costs and retention.

Their OKRs

Objective

Lead gen accelerates through network effects

Key result

Free plans users help us generate 500 leads through advertising in surveys

Key result

25% of survey-generated leads turn into active users

Objective

We have a sustainable growth engine

Key result

1K people are using our platform every week

Key result

Weekly signups increase from 20 to 150

Key result

8-week retention rate stays above 30%

Key result

Cost per Acquisition stays under $30

Best practices for tracking OKRs

#1 Make it part of the team rituals

OKRs won't be of much help if you're not keeping an eye on them. Staying focused and aligned starts by adopting a simple routine with the team.

  • Monday: review progress on OKRs as a team, then look at your roadmap.
  • Monday-Friday: work on projects.
  • Friday: demos.

Start your Monday by looking at outcomes first (OKRs) and then outputs (roadmap). This will make sure that roadmaps discussions are centered around the most pressing issues.

#2 Make sure everyone can see trends

A common mistake for tracking OKRs is to use a table where you replace values in cells with the most recent update.

Not seeing trends can give you a false sense of security. You may be above the target line today, but the overall trend might be going the wrong way. So make sure that you have a simple way to understand if you're getting off track.

A simple progress chart can do wonders to help you understand if you're getting off track.

#3 Automate your OKRs process

OKRs will most likely cause friction as you expand their use within your organization:

  • Team leads have to send reminders every week.
  • People have to scramble through spreadsheets to find their goals.
  • Reports need to be handcrafted for leadership.
  • There's a general lack of consistency in implementation.

You can greatly simplify things by adopting a platform like Tability that will automate most of the OKRs tracking and make progress easy to see.

Tability can help you automate OKRs
Turning OKRs into a collaboration process with Tability

What other Growth-stage metrics can you use?

If you’re looking for some inspiration, here are some example of metrics that can be relevant for your Key Results.

Number of leads

How many new users sign up for your product every day/week/month?

Activation rate

How many signups turn into active users?

Engagement

How do people interact with your content (it can be anything, from visits to specific sections to conversations in Intercom…)

Cost Per Acquisition (CPA)

Cost Per Acquisition is the cost of acquiring a non-paying user.

Customer Acquisition Cost (CAC)

Customer Acquisition Cost is the cost of acquiring a paying customer.

Retention rate

How many users return to our product every day/week/month?

Conversion rate

How many users turn into paid customers?

Monthly Recurring Revenues (MRR)

How much revenue do we generate every month from our users?

Churn

What's the percentage of customers that drops every month?

Viral coefficient

How many new users does one user generate (by inviting friends, colleagues, referrals...)?