PM - KPIs & Metrics Framework

Agent mode (--agent)

Supports --agent: runs autonomously in a subagent, drafts the artifact from existing inputs, and returns a short summary + coverage note.

• No flag → interactive (default); if inputs are heavy, offer agent mode.
• --agent → obey. First check inputs are complete. Anything missing: do NOT invent it - mark [ASSUMED - what/why] in the output and summary. Never hallucinate to fill a gap.

Standalone run

Runs with or without a Pureinn workspace - it needs no other skill's artifact, so it works as a single tool from an install that never ran /pureinn.

• No workspace: create just the folder this skill writes into, or write to a path the user names, and say where the file went. Do not scaffold a project, do not invent a state.json, and do not send the user to /pureinn first.
• Read pureinn-variables.md / state.json where a value is actually used, not at the top of the run. Missing value: continue and name the capability it costs.

What this skill does

Translates the business model and validated problem into a structured measurement framework:

1. North Star Metric - the single metric that best captures value delivered to customers
2. AARRR Funnel Metrics - acquisition through revenue measurement chain
3. OKRs - Objectives and Key Results for the first 2 quarters post-launch

This is a decision skill, not a data skill. Claude derives metrics from the business model logic and validates their coherence. No invented benchmarks without basis.

Dependencies

Recommended before running:

• pm-business-model - revenue model and customer relationship type determine the right metrics
• pm-problem-validation - validated pains define what "value delivered" means (North Star input)
• pm-personas - customer behavior patterns inform leading indicators

Produces artifacts used by:

• pm-prd - KPIs are a required PRD section
• pm-business-case - metrics inform financial model assumptions (conversion rates, retention)
• pm-product-roadmap - success metrics anchor roadmap phases

Step 0: Current state check

Check for existing artifacts:

• KPIs & Metrics Framework
• North Star Metric definition
• OKRs

Also check: does a Business Model Canvas exist? Cross-reference the revenue model type - subscription SaaS needs different metrics than marketplace or usage-based. Does a Problem Validation Summary exist? The North Star must connect to the core validated problem.

Look for: North Star that measures activity not value (e.g., "DAU" vs. "properties actively managed"), AARRR metrics without conversion rate benchmarks, OKRs without measurable Key Results (vague KRs like "improve retention" are invalid), missing leading indicators.

Re-run behavior (delta mode): If these artifacts already exist and the business model or growth motion changed, do not rewrite from scratch. Read the current framework first, update only the metrics the new input supports ([UPDATED - previous: X / new: Y - reason]), and mark unaffected metrics [UNCHANGED]. Show the delta before finalizing. Surface the cascade: /pm-prd, /pm-business-case may need re-check.

Interaction: Group related questions (2-4 per round) and confirm before moving on. For any A/B/C/D choice, use the AskUserQuestion tool with one option marked (Recommended) - never print options as plain text. Keep open-ended questions free-text (don't fake options). If the user is unsure, propose 3-4 concrete options plus "Other". Surface an assumption the moment you make one; never fabricate to fill a gap. (Full standard: CLAUDE.md.)

Step 1: Gather inputs

Ask questions in 2 groups. After each group show a summary and wait for confirmation before continuing.

Group 1 of 2 - Business model and growth

Use AskUserQuestion tool for these two questions:

What is the revenue model?

A) Subscription - flat monthly or annual fee (Recommended - most predictable revenue and cleanest early-stage unit economics; pick usage-based only if cost scales directly with usage) B) Usage-based - pay per action, transaction, or volume C) Freemium - free tier with paid upgrade D) Marketplace cut or one-time purchase

What is the primary growth motion?

A) Product-led - product itself drives acquisition and conversion (Recommended - lowest CAC and fastest feedback loop for an early-stage team; shift toward sales-led as ACV rises) B) Sales-led - outbound, demos, relationship selling C) Marketing-led - content, SEO, paid ads drive inbound leads D) Community-led - peer network and ecosystem drive growth

Then ask as plain text:

What does "active use" look like for your product? What is the core action a user comes back to do - the thing that creates real value for them?

What does the acquisition funnel look like end-to-end? Walk from awareness to paying customer. Is there a viral or referral loop built in?

After answers, confirm: "Does this business and growth model match what you have in your Business Model Canvas?"

Group 2 of 2 - Retention, goals, benchmarks

Ask all as plain text:

What does "retained" mean for your product? Define the specific behavior that signals a user is getting ongoing value. (e.g., "logged in weekly," "processed at least 1 booking," "synced calendar this week")

What is the first "aha moment"? When does a new user first feel that this product is worth using? How quickly after signup does that happen?

What are the 2-3 most important business outcomes for the next 2 quarters? What does success look like at end of Q1 post-launch? Are there hard targets from investors, pilot partners, or board commitments?

What conversion rates and unit economics are you assuming? (visitor to signup, trial to paid, free to paid, ARPU, LTV) Do you have any industry benchmarks or competitor data points to calibrate against?

After answers, show complete inputs summary. Ask for final confirmation before generating the KPI framework.

Step 2: Generate artifacts

Generate in English.

ARTIFACT 1: North Star Metric

# North Star Metric - [Product Name]

> **Phase:** 3 - Define & Validation
> **Date:** [date]

---

## North Star Metric

**NSM:** [The one metric]

**Definition:** [Precise definition - what counts, what does not, measurement period]

**Why this metric:**
[2-3 sentences: why this metric best captures value delivered to customers AND predicts long-term business health. What behavior does optimizing this metric drive in the team?]

**What it is NOT:**
[Common trap metric that might be confused with NSM - and why we rejected it]

**Gaming risk (Goodhart's Law):** once a metric becomes a target, it stops being a good measure - the team will optimize the number, not the underlying value, unless a counter-metric catches it. Name the most likely way this NSM gets gamed (e.g., "properties connected" inflated by throwaway test listings, "activation" inflated by lowering the bar) and one counter-metric or guardrail that would catch it (e.g., pair with a quality/retention metric that would drop if the primary metric were gamed).

---

## NSM Decomposition

The North Star breaks into these input metrics (levers the team can pull):

| Input Metric | Lever Type | Who owns it | How it moves the NSM |
|---|---|---|---|
| [e.g., Properties connected per account] | Activation | Product | More properties = more managed = higher NSM |
| [e.g., Bookings processed per week] | Engagement | Product | Frequency of value delivery |
| [e.g., % accounts with 2+ active features] | Depth | Product | Breadth of adoption drives retention |

---

## NSM Targets

| Period | Target | Basis |
|---|---|---|
| End of Month 3 post-launch | [X] | [Early adopter cohort assumption] |
| End of Month 6 | [X] | [Growth model projection] |
| End of Month 12 | [X] | [Business case target] |

ARTIFACT 2: AARRR Funnel Metrics

# AARRR Metrics - [Product Name]

> **Phase:** 3 - Define & Validation
> **Date:** [date]

---

## Funnel Overview

[Acquisition] → [Activation] → [Retention] → [Revenue] → [Referral] [X visitors] → [X signups] → [X active] → [X paying] → [X referred]

---

## Acquisition

**Goal:** Bring the right people to the product.

| Metric | Definition | Target (Month 3) | Target (Month 6) | Channel |
|---|---|---|---|---|
| [e.g., Monthly website visitors] | Unique visitors/month | [X] | [X] | SEO + outreach |
| [e.g., Signups / month] | New accounts created | [X] | [X] | All channels |
| [e.g., CAC] | Total acq. cost / new paying customer | < $[X] | < $[X] | Blended |

**Primary acquisition channel:** [channel + rationale]

**Conversion: Visitor → Signup:** [X%] (basis: [competitor benchmark / assumption])

---

## Activation

**Goal:** Get new users to their first "aha moment" as fast as possible.

**Activation definition:** [Precise: what action = activated? e.g., "Connected first property and processed first booking within 7 days of signup"]

| Metric | Definition | Target |
|---|---|---|
| [Activation rate] | % of signups who complete activation event | [X%] |
| [Time to activation] | Median days from signup to activation event | < [X] days |
| [Onboarding completion rate] | % who complete full onboarding flow | [X%] |

**Activation bottleneck hypothesis:** [Where do you expect drop-off? What is the fix?]

---

## Retention

**Goal:** Keep customers coming back. Retained customers are the foundation of all other metrics.

**Retention definition:** [e.g., "Active in any given week = processed at least 1 booking or updated 1 property listing"]

| Metric | Definition | Target | Industry Benchmark |
|---|---|---|---|
| [Monthly active rate] | % of accounts active in last 30 days | [X%] | [SaaS benchmark: 40-70% depending on use case] |
| [Monthly churn rate] | % of paying customers who cancel | < [X%] | [SaaS: <2% monthly = good] |
| [Day 7 retention] | % of activated users still active Day 7 | [X%] | |
| [Day 30 retention] | % of activated users still active Day 30 | [X%] | |
| [Net Revenue Retention] | MRR from existing customers incl. expansion - churn | > [100%] | [SaaS: 110%+ = excellent] |

**Retention curve shape:** [Do you expect high early churn then flattening? Or gradual decline? Why?]

---

## Revenue

**Goal:** Convert value delivered into sustainable revenue.

| Metric | Definition | Target (Month 6) | Target (Month 12) |
|---|---|---|---|
| [MRR] | Monthly Recurring Revenue | $[X]K | $[X]K |
| [ARPU] | Average Revenue Per User (paying) | $[X]/month | $[X]/month |
| [Free → Paid conversion] | % of free users who upgrade | [X%] | [X%] |
| [Trial → Paid] | % of trials who convert | [X%] | [X%] |
| [LTV] | Average lifetime value per customer | $[X] | $[X] |
| [LTV/CAC ratio] | | > 3:1 | > 3:1 |
| [Payback period] | Months to recover CAC | < [X] months | |

---

## Referral

**Goal:** Turn satisfied customers into a growth channel.

| Metric | Definition | Target |
|---|---|---|
| [NPS] | Net Promoter Score | > [30] (baseline target) |
| [Referral rate] | % of customers who refer at least one other | [X%] |
| [Viral coefficient] | New customers per existing customer referral | [X] |

**Referral mechanism:** [Is there a built-in referral loop? If not, what triggers word of mouth?]

---

## Metric Ownership

| Metric area | Owner | Review cadence |
|---|---|---|
| Acquisition | [Marketing / Growth] | Weekly |
| Activation | [Product] | Weekly |
| Retention | [Product] | Weekly |
| Revenue | [CEO / Finance] | Weekly |
| NPS / Referral | [Customer Success] | Monthly |

ARTIFACT 3: OKRs

# OKRs - [Product Name]

> **Phase:** 3 - Define & Validation
> **Date:** [date]
> **Period:** [Q1 / Q2 post-launch] — [Start date] to [End date]

---

## OKR Design Principles

- Objectives: qualitative, inspiring, directional - describes what we want to achieve
- Key Results: quantitative, measurable, binary (hit or miss) - describes how we know we achieved it
- Target: ambitious but achievable - 70% completion = success (not 100%)
- Max 3 OKRs per quarter, max 3-4 KRs per Objective

---

## Q1 OKRs (Post-Launch)

### O1: [e.g., Prove product-market fit with early adopters]

| Key Result | Target | Current | Status |
|---|---|---|---|
| KR1: [e.g., Reach X paying customers] | [X] | 0 | Not started |
| KR2: [e.g., Achieve Day 30 retention of X%] | [X%] | - | Not started |
| KR3: [e.g., NPS > X with first cohort] | [X] | - | Not started |

### O2: [e.g., Validate acquisition channel efficiency]

| Key Result | Target | Current | Status |
|---|---|---|---|
| KR1: [e.g., CAC < $X via inbound] | $[X] | - | Not started |
| KR2: [e.g., Activation rate > X%] | [X%] | - | Not started |
| KR3: [e.g., Time to activation < X days] | [X] days | - | Not started |

### O3: [e.g., Build operational foundation for Q2 growth]

| Key Result | Target | Current | Status |
|---|---|---|---|
| KR1: [e.g., Onboarding completion rate > X%] | [X%] | - | Not started |
| KR2: [e.g., Support ticket volume < X per 10 customers] | [X] | - | Not started |

---

## Q2 OKRs (Growth Phase)

### O1: [e.g., Achieve sustainable growth trajectory]

| Key Result | Target | Basis |
|---|---|---|
| KR1: [e.g., MRR of $X] | $[X]K | [From business case] |
| KR2: [e.g., Monthly churn < X%] | < [X%] | [Retention target] |
| KR3: [e.g., NRR > 100%] | > 100% | [Expansion revenue hypothesis] |

### O2: [e.g., Establish primary growth channel]

| Key Result | Target | Basis |
|---|---|---|
| KR1: | | |
| KR2: | | |

---

## What We Are NOT Measuring (Yet)

[List metrics that are tempting but premature - and why we're explicitly deferring them]

- [e.g., Enterprise pipeline - not the segment for Q1-Q2]
- [e.g., International traffic - single market focus for now]

Internal completeness checklist

North Star Metric must cover:

• NSM is a value metric (measures value to customer), not a vanity metric (page views, signups)
• NSM definition is precise - what counts, what doesn't, measurement window
• NSM decomposition: 2-4 input metrics that drive the NSM
• NSM targets set for Month 3, 6, 12 post-launch
• NSM is tied to the core validated pain from Problem Validation Summary

AARRR must cover:

• Activation event defined precisely (not "uses the product" - specific action)
• Conversion rates estimated for each funnel stage (with confidence level)
• Retention definition stated (what = active)
• Day 7 and Day 30 retention targets set
• Monthly churn target set with basis
• LTV/CAC ratio target stated (minimum 3:1)
• Primary acquisition channel identified with CAC target

OKRs must cover:

• Max 3 Objectives per quarter
• Each KR is measurable and binary (you either hit the number or not)
• OKRs for Q1 AND Q2 drafted
• "What we are not measuring yet" section prevents metric sprawl
• OKRs connected to NSM (at least one KR per quarter moves the NSM)

For SaaS/AI products:

• MRR and ARR targets set
• Net Revenue Retention (NRR) target set (>100% is the SaaS health indicator)
• Free → Paid conversion rate target stated (industry: 2-5% freemium, 15-25% trial)
• AI-specific metrics if applicable: output quality score, AI usage rate, AI cost per user
• Time to value metric defined (SaaS: faster TTValue = better retention)
• Product-led growth metrics if PLG motion: PQL (Product Qualified Lead) definition

Notion push

Runs after user approves the KPI artifacts.

Read pureinn-variables.md key "KPIs" → get DB URL. If blank: skip Notion push, output Markdown only. Check state.json notion_ids.kpis for cached ID. Fetch and cache if missing.

Push one entry per metric (North Star + each AARRR metric + each OKR key result) to the KPIs DB. Use actual schema from notion-fetch to map: metric name → title, target → value field, category (North Star / Acquisition / Activation / Retention / Revenue / Referral / OKR) → type or tag field.

After push: report counts (created, errors).

Notion page links (OKRs page): Read pureinn-variables.md key "OKRs" → if URL present, remind user:

OKRs artifact saved locally. Paste content into Notion: [OKRs URL]

Save to

pureinn-workspace/[project-slug]/artifacts/phase-3-define/north-star-metric.md
pureinn-workspace/[project-slug]/artifacts/phase-3-define/aarrr-metrics.md
pureinn-workspace/[project-slug]/artifacts/phase-3-define/okrs.md

Handoff

Čo si teraz má: North Star Metric, AARRR funnel a OKRs - vieš čo definuje úspech a ako ho budeš merať.

Ďalší krok: /pm-business-case — finančné projekcie a unit economics, ktoré validujú či model dáva zmysel.

Môžeš preskočiť ak: Nezháňaš kapitál a finančný gate neriešiš - choď rovno na /pm-product-roadmap alebo /pm-prd.