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Switching Primary Metric to "Residents" from WAUs

Starting 2020-10-12 DoubleGDP will switch it's primary KPI from "weekly active users" to "residents." This issue tracks its communication and rollout.

Rationale

  • Our long-term value and revenue opportunities will scale with the number of residents living in DGDP-powered cities.
  • Putting our attention here will inspire us to solve important problems for our customers and the industry.
  • It has some drawbacks (e.g. it doesn’t necessarily grow WoW and is not fully in our control), but those accurately mirror the challenges of our marketplace.

More context on rationale and the selection of this as a metric is available in this document: https://docs.google.com/document/d/1YQfEFZX-zFY814XrNj4Fby-VMyiUyrurEEaVwLmxeoM/edit#

Targets

We will set monthly targets, and have weekly measures of progress. More thought needs to be put into these, but for the time being we will use a placeholder of 10x yearly growth:

  • 2020 - 10
  • 2021 - 100
  • 2022 - 1,000

These represent the total population across all DGDP cities.

Todos

What first actions will we take in order to roll this out?

  • Team Q&A
  • Develop leading indicators that will help us gauge incremental progress -- e.g. WAUs, construction starts, construction completes, move-ins (also move-outs) (DONE)
  • Develop a dashboard with those leading indicators (Minza)
  • Set a target growth rate that reflects both population growth within each DGDP city, and our expansion among new city partners (Nolan)
  • Talk with Mwiya about the new metric and our rationale, understand his growth targets, and ask about discussing progress publicly (Nolan)
  • What replaces our hero image on sprint updates? (Nolan)

Handbook References

  • docs//prod-eng/productdev.md:| week 1 | decide sprint WAU experiments | | Retrospective/Sprint Kickoff | | eng/prod check in. |
  • docs//prod-eng/productdev.md:| week 3 | decide sprint WAU experiments | | Retrospective/Sprint Kickoff | | |
  • docs//people_ops/recruiting.md: 1. We’re funded by a single investor through mid 2021 and not expecting revenue within this timeframe. Our goal is to demonstrate product market fit through WAU growth and operational customers, and raise in that timeframe.
  • docs//company/metrics.md:### WAU Measurement
  • docs//company/metrics.md:1. Each week we take those two metrics from Google Analytics (GA) and record them in our WAU Report, which also has a variety of other data.
  • docs//company/metrics.md: 1. The other data fields on WAU need updating from within the spreadsheet. Those steps are listed below.
  • docs//company/metrics.md:1. Each teammate takes 10-15 minutes to brainstorm 5-10 ideas to increase WAU.

/cc @minza @nicolas128 @jaynewman @april5

Edited by Nolan Myers