What is Alaveteli's engine of growth?

[garethrees]

Q: What is Alaveteli's engine of growth?

http://larslofgren.com/marketingbasics/the-three-engines-of-growth-with-eric-ries

[Explain how you will measure this]

• Does it grow virally?
• Does it grow by paid?
• Does it grow by sticky?

Answer is probably a combination of all three, but one should stick out.

The growth engine will point us at better metrics to track and point us at features to work on to improve the value of the metric

[What do we need to do to be able to take the measurements?]

Read chapters in lean startup

[garethrees]

https://groups.google.com/a/mysociety.org/forum/#!topic/alaveteli/PvlYkYPloa0

[garethrees]

If this is the reason why partner sites aren't hitting impact goals, why did WDTK hit targets so quicky? Run a similar analysis on gold partner sites

[garethrees]

Current status is that @crowbot is reviewing https://github.com/mysociety/alaveteli/issues/3217

[garethrees]

Add notes from team meeting

[garethrees]

• "Churn" is not an ideal measure because the subscription model does not map exactly to an Alaveteli.
• A better engagement heuristic is Transactions Per User Per Month. This shouldn't change with a growth in users, which makes it better at approximating how engaged the whole user base is.
• We should consider "growth" as some combination of an increase in users and transactions, coupled with a growing Transactions Per User Per Month.
• WDTK's TPUPM is declining, but AskTheEU and IPV's is relatively flat.
• In the Alaveteli 26/27 May team meeting we decided that our initial focus for gold level sites should be acquisition over retention, given that it does not involve lots of feature development, the acquisition rates are much lower than WDTK and we are able to re-engage existing users later.
• We've also taken a snapshot of users and profiled them based on their overall behaviour of the sites. 30%–50% of users do nothing, and 20%–25% have only made a single request, so its clear that there is a large proportion of users that we should work on engaging. These users are at least "bought in" to the idea of FOI, so they're a great audience to try to engage more. https://github.com/mysociety/alaveteli-experiments/blob/master/experiments/user-personas.md
• I think we should consider the "ghost" and "single request" groups in this acquisition push, as while technically they are "acquired", they are a potentially easier audience to get to make a transaction over a completely new user.