Use data to identify key metrics, test strategies, and drive smarter decisions for consistent growth.
Learn the system that scales revenue without scaling workload. 45 minutes of lessons, 214% revenue case study, and a complete growth model.
Best for teams
A structured 14-week execution plan
A 100-day sprint to implement the Solid Growth system — so you can scale revenue without scaling your workload. We act as your external growth team and deliver results fast.
Introduction
Lean Analytics explores how startups can use data to accelerate growth, reduce uncertainty, and refine business strategies. Alistair Croll and Benjamin Yoskovitz build on the principles of the Lean Startup methodology, focusing on actionable metrics to drive decision-making. They argue that analytics are not just numbers but a way to test assumptions, validate ideas, and guide resource allocation in a startup's uncertain environment.
Croll and Yoskovitz stress that while intuition and creativity are vital for entrepreneurs, relying solely on instincts can lead to self-deception. Startups succeed by leveraging data to test hypotheses, uncover truths, and iterate towards product-market fit.
Analytics serves as a counterbalance to entrepreneurial optimism, allowing founders to confront hard truths about their businesses. The book introduces the "One Metric That Matters" (OMTM), urging startups to focus on a single, pivotal metric depending on their business model and stage.
The book aligns with Lean Startup principles like Build-Measure-Learn cycles and Minimum Viable Products (MVPs). Startups should measure progress not by traditional financial metrics but by "innovation accounting"—quantifiable indicators of learning and adaptation.
The authors outline five stages every startup goes through:
Each stage has specific metrics tailored to six business models, including e-commerce, SaaS, and two-sided marketplaces. For example, a SaaS startup in the "stickiness" stage might focus on churn rate, while an e-commerce platform in the "revenue" stage would track conversion rates.
Croll and Yoskovitz caution against "vanity metrics" like total sign-ups or page views, which offer no actionable insights. They recommend focusing on ratios, leading indicators, and cohort analyses to reveal patterns and guide strategy.
For instance, instead of celebrating app downloads, a startup should track user retention or engagement rates, as these provide a clearer picture of customer value and product success.
The book features over 30 case studies, such as Airbnb’s use of professional photography to improve listing appeal and Circle of Moms’ pivot based on user engagement data. These examples demonstrate how startups can use data to validate ideas, prioritise efforts, and achieve meaningful growth.
The authors provide actionable tools, including:
Lean Analytics champions a disciplined approach to startup development, blending creativity with rigorous measurement. By focusing on meaningful metrics and iterating quickly, startups can reduce waste, optimise resources, and build products that truly meet customer needs.
This book is an essential guide for entrepreneurs, intrapreneurs, and business professionals looking to harness the power of analytics to build smarter, faster, and more resilient businesses.
I’ve helped B2B service companies scale — not with random tactics, but with clear systems that align marketing and sales into one predictable growth engine. Built on 15 years of hands-on experience — helping teams move from random tactics to repeatable, scalable results.
15 years experience
1,500 marketers trained since 2015
Exited 6 companies
My name is Ewoud Uphof, a marketing strategist with 15 years of experience. I've been fascinated by growth since 2010, and I created this guide out of a passion for sharing what I've learned. These guides are a way for me to give back to the marketing community and are also linked to my video course, which covers these topics in even greater depth.
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Use data to identify key metrics, test strategies, and drive smarter decisions for consistent growth.