Pirate Funnel mapping and target audience groups

The AARRR funnel (Pirate funnel) is one of the staple tools we use here at the accelerator i work at. We roll it out for all companies.

AARRR stands for Acquisition, Activation, Retention, Referral and Revenue, as a tool, it helps us to understand, in detail the stages on a customer jouney and how a company can address any bottlenecks that are identified.

The First part of AARRR funnel mapping is to determine the target audience groups. Typically, finding these target audience groups happens during the discussion when we try to look at the user journey through the AARRR funnel.

What i tend to do is ask the company to talk me through how a customer might arrive at the business, and what are the sequence of steps that they nee to go through in order to place an order or sign a contract, and what usually happens when we encounter a business with multiple target audience groups is the company will start to talk about what happens in some situations and not in others, once you’ve identified all the various situations you would then try to find patterns and commonalities in the customers that go for one situation versus another. – this process then allows us to know how many unique target audience groups exist, and therefore, how many AARRR funnels we need to map, ideally, we’d have 1 AARRR funnel per target audience group.

Generally i find doing this on a spreadsheet the most effective, with each funnel on a tab, and each tab associated with a specific target audience group.

In this above picture you can see the 5 different target audience groups and the very basic AARRR funnel for each, i think you can see the AARRR funnel at this stage is overly simplistic, so our next step is for each target audience group we do a more detailed one such as the one below, first focusing only on explaining the event itself (there are other elements including – metrics, definitions, triggers and data sources, but for this stage, identifying the detailed even is most important)

Here, you can seen i’ve identified the accountable team for that particular event-step and i’ve outlined in detail the description of the event. Its worth noting the more granular this is, the better it will be sign it give us indication of what we need to monitor and potentially optimise to improve results.

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