Unified Startup Enablement & Growth Platform

One Dashboard to Drive Every Growth Decision

Startup Growth is your growth operating system — a single place to define your North Star metric, track the KPIs that matter at your stage, run and measure growth experiments, and visualise your acquisition funnel. It operationalises the principles behind Sean Ellis's growth hacking framework and the Reforge growth model into a structured, actionable dashboard.

Most startups track too many metrics and act on too few. Startup Growth is built around the opposite principle: identify the one metric that best captures your product's core value delivery, align every experiment to moving it, and measure everything else as a leading indicator.

North Star Metric: The single metric that captures the value your product delivers to customers
Growth Metrics: MRR, ARR, DAU, MAU, CAC, LTV — tracked with targets and period-over-period deltas
Experiment Tracker: Run, prioritise, and measure A/B tests and growth experiments with ICE scoring
Funnel Analytics: AARRR funnel — Awareness, Acquisition, Activation, Retention, Revenue, Referral

The Four Growth Modules

Module	What It Does	Why It Matters
North Star Focus	Define and track the single metric that best captures the value your product delivers — e.g., Weekly Active Drivers (Uber), Songs Played (Spotify), Nights Booked (Airbnb), MRR (SaaS). Set a current value, target, and deadline.	Teams that align around a North Star Metric ship features 2× faster because every decision has a clear success criterion. Without it, engineering, product, and growth pull in different directions.
Growth Metrics KPIs	Track MRR, ARR, DAU, MAU, CAC, LTV, and custom metrics with editable current values, previous period values, and targets. Each metric shows % change and progress toward target with a colour-coded status indicator.	Investors evaluate 5–7 core metrics in every funding conversation. Having them live and accurate in one place means you always have the right number ready — no scrambling before a pitch.
Experiments Testing	Log growth experiments with ICE scoring (Impact × Confidence ÷ Effort), hypothesis, status (running/completed/paused), and measured impact. Auto-ranks experiments by score to prioritise what to run next.	Companies that run ≥ 2 growth experiments per week grow 3× faster than those that don't (Reforge research). A structured experiment log prevents repeating failed experiments and builds institutional memory around what works.
AARRR Funnel Conversion	Visualise your full acquisition funnel: Awareness → Acquisition → Activation → Retention → Revenue → Referral. Input absolute numbers for each stage to calculate conversion rates between steps and identify the biggest drop-off.	The biggest conversion drop in your funnel is your highest-ROI growth lever. Fixing a 40% → 20% activation rate doubles revenue without acquiring a single new user. Most founders fix acquisition while ignoring activation — this funnel makes the bottleneck visible.

North Star Metric — How to Choose the Right One

The Three Criteria

A valid North Star Metric must satisfy all three:

Measures value delivered: It captures the moment a customer receives the core value of your product — not a proxy like signups or page views
Predicts long-term revenue: Higher values of this metric should correlate strongly with higher revenue 3–6 months later
The whole team can influence it: Engineering, product, marketing, and sales can all take actions that move this number

North Star Examples by Business Model

                Indian Startup North Star Examples
                B2B SaaS: Weekly Active Teams (Slack model) · Monthly Reports Generated · Active Integrations per Account
D2C / E-commerce: Monthly Orders per Active Customer · Repeat Purchase Rate · Average Order Value × Frequency
Marketplace: Successful Transactions per Month · GMV · Listings with ≥1 Inquiry
FinTech / Lending: Monthly Active Borrowers · Loan Applications Completed · Active Credit Lines
EdTech: Weekly Learning Hours · Course Completion Rate · Assessments Passed
HealthTech: Consultations Completed · Active Care Plans · DAU with ≥1 Health Log

            

Common North Star Mistakes

Choosing a vanity metric: App downloads, website visitors, and social followers are not North Star metrics — they don't predict revenue or measure value delivered
Revenue as North Star: Revenue is a lagging indicator. Choose a leading metric that predicts revenue — by the time revenue drops, it's too late to act
Too broad: "Customer satisfaction" is too vague to run experiments against. It must be quantifiable and measurable weekly
Too narrow: A metric only one team influences (e.g., only the ML team can move it) won't align the company

Growth Experiments — ICE Framework

How ICE Scoring Works

Score each experiment on three dimensions, each from 1–10:

Impact (1–10): If this experiment succeeds, how much will it move the North Star? 10 = moves it significantly; 1 = minimal impact
Confidence (1–10): How confident are you it will work based on data, research, or prior experiments? 10 = very confident; 1 = pure hypothesis
Ease (1–10): How easy is it to implement? 10 = 1 day; 1 = 3 months of engineering

ICE Score = (Impact + Confidence + Ease) ÷ 3. Run the highest-scoring experiments first. Revisit scores weekly as new data arrives.

Experiment Status Tracking

Hypothesis: Documented and scored, not yet started
Running: Active A/B test or growth experiment in progress
Completed: Results measured, learnings documented
Paused: Temporarily halted due to engineering constraints or conflicting tests

What Good Experiment Hygiene Looks Like

Run no more than 3 experiments simultaneously to avoid interaction effects
Set a minimum sample size before calling statistical significance — use a significance calculator
Document the hypothesis, not just the result: "We believed X. We tested by doing Y. We measured Z. We learned…"
Share learnings with the full team weekly — your failed experiments are as valuable as your wins

Frequently Asked Questions

How is Startup Growth different from the KPI Dashboard? +

KPI Dashboard shows a fixed set of executive metrics (MRR, ARR, CAC, LTV) — it's a reporting tool. Startup Growth is a growth operating system: it adds North Star alignment, experiment management with ICE scoring, and AARRR funnel analysis. Use KPI Dashboard for investor reporting. Use Startup Growth to decide what to build and test next.

When should I change my North Star Metric? +

Change it when your business model changes — not when the number is hard to move. Changing North Star frequently signals confusion about what value your product delivers. At pre-PMF: your North Star should reflect retention or engagement. At post-PMF: it should predict revenue. At scale: it shifts toward efficiency (revenue per user, net revenue retention). Expect to change it once at each major stage transition.

How many experiments should we run per week? +

At seed stage: 1–2 experiments per week is sufficient and achievable. At Series A with a dedicated growth team: 3–5 per week. The bottleneck is usually engineering capacity for implementation, not ideas. Use ICE scoring to ruthlessly prioritise — 10 well-chosen experiments beat 50 unfocused ones. The goal is learning velocity, not experiment volume.

What is the AARRR funnel and which stage matters most? +

AARRR (Pirate Metrics by Dave McClure): Awareness (people who know you exist) → Acquisition (sign up / download) → Activation (first value moment) → Retention (come back) → Revenue (pay) → Referral (tell others). The stage that matters most depends on your bottleneck — calculate conversion rates between each stage and fix the biggest drop-off first. For most early-stage startups, Activation is the biggest missed opportunity: 60–80% of users who sign up never experience the core value.

Can I add custom metrics beyond MRR, ARR, DAU, and MAU? +

Yes. The Growth Metrics tab lets you add any metric with a custom label, current value, previous value, and target. Add sector-specific metrics like Gross Merchandise Value (GMV), Net Revenue Retention (NRR), Average Loan Ticket Size, or Consultations per Doctor. The system calculates % change and progress toward target automatically regardless of what unit you're tracking.

Key Takeaways for Startup Growth

Align your entire team around one North Star before scaling growth spend:

Every rupee spent on growth without a North Star Metric is potentially wasted — different teams optimise for different outcomes, creating internal friction and fragmented user experiences. Define your North Star in a team session before your next sprint planning. Write it on every internal doc. Make it the first number you share in every weekly standup. Once the whole company moves in the same direction, growth compounds.

Activation is almost always the highest-ROI growth lever — fix it before buying more traffic:

CB Insights data shows that 60–70% of users who sign up for a product never complete the activation step — the moment they first experience the core value. If your activation rate is 30%, doubling it to 60% doubles your effective customer base with zero additional acquisition spend. Use the AARRR funnel to calculate your activation rate, identify where users drop off, and run 3 activation experiments before spending on acquisition channels.

ICE scoring prevents HiPPO-driven experiment prioritisation:

HiPPO — Highest Paid Person's Opinion — is the most common failure mode in growth teams. The CEO pushes a rebrand, the CTO wants an infrastructure experiment, the CMO wants a new channel. Without a scoring framework, the loudest voice wins. ICE scoring (Impact × Confidence ÷ Effort) converts opinions into numbers. When the CEO's idea scores 4.2 and a junior product manager's idea scores 7.8, the data speaks. Run the 7.8 first.

Track experiments as an asset — not a task list:

Your completed experiment log is one of your most valuable institutional assets. It tells every new hire — and every investor doing due diligence — what you tried, what you learned, and why you made the decisions you made. Startups that document their learnings raise capital faster (investors love seeing disciplined experimentation) and onboard growth hires 2× faster (they don't repeat experiments that already failed). Treat the Experiment Tracker as a permanent knowledge base, not a sprint board.

Inside Corpfy Startup Growth

Corpfy's Startup Growth dashboard is a SaaS growth model — MRR tracking, growth rate, LTV:CAC ratio, and unit economics all in one view. Scenario modelling lets you test "if CAC drops by 20%, how does MRR compound over 12 months?" before committing to a channel investment — a conversation that usually requires a financial model in a separate tool.

What you get in the dashboard

Feature	What it does	Founder benefit
MRR Growth Tracker	Tracks MRR month-over-month with growth rate % and doubling period calculation	Doubling period is the clearest signal of growth health — know yours before your investor asks
LTV:CAC Ratio	Calculates Customer Lifetime Value to Customer Acquisition Cost ratio with CAC payback period in months	LTV:CAC >3× is the Series A threshold — track it monthly, not just before the pitch
Unit Economics Dashboard	Calculates contribution margin, payback period, and break-even by customer cohort	Know whether your business model works at scale before you've burned the runway proving it doesn't
Growth Lever Identification	Maps growth to four levers: Activation, Conversion, Retention, and Expansion — shows which lever has the most impact	Focus growth investment on the highest-leverage lever at your current stage
Scenario Modelling	Models "what if" scenarios: if CAC drops X%, if churn falls Y%, if ARPU increases Z%	Stress-test your growth assumptions before committing budget — or before sharing a 3-year forecast with an investor