Success metrics¶
Overview¶
PetFolio delivers value through two paths: consolidation (one place for everything) and sharing (getting it to whoever needs it). Both are valid independently - some users may never share, some may create a profile specifically to share. Metrics must capture both.
Value paths¶
Path 1: Consolidation (personal value)
The user creates a structured profile for their own reference. They return to it when they need to check medication dosage, feeding instructions, or behaviour notes. The value is having a single source of truth.
Path 2: Sharing (collaboration value)
The user shares their profile with a sitter, family member, vet, or other carer. The recipient uses it as a reference during care. The value extends beyond the creator.
MVP metrics¶
Adoption¶
| Metric | What it tells you |
|---|---|
| Sign-ups (total, by account type) | Are people finding PetFolio and creating accounts? |
| Sign-ups from share invitations | How many people discover PetFolio because someone shared a profile with them? |
| Sign-ups from referrals | How many people sign up through the referral programme? |
| Onboarding completion rate | Are people finishing the guided setup or dropping out? |
| First animal created | Did they get past onboarding and start using it? |
Engagement (consolidation path)¶
| Metric | What it tells you |
|---|---|
| Profile completeness (% of categories filled) | Are the prompts working? Is the profile detailed enough to be useful? |
| Return visits by the owner | Are they using it as a reference for themselves? |
| Time spent on profile (reading, not just editing) | Are they referencing their own data? |
| Number of animals per account | Are multi-pet owners using it for all their pets? |
| Profile updates over time | Are they keeping profiles current, or is it a one-time creation? |
Engagement (sharing path)¶
| Metric | What it tells you |
|---|---|
| Shares created (temporary and permanent) | Are users extending the value to others? |
| Share-to-signup conversion rate | What percentage of shares result in a new user? |
| Recipient views | Did the share actually deliver? |
| Recipient return visits | Is the profile genuinely useful as an ongoing reference? |
| Viral coefficient | On average, how many new users does each existing user generate through sharing? |
Retention¶
| Metric | What it tells you |
|---|---|
| Monthly active users | Are people coming back? |
| Churn rate (accounts going inactive) | Are people sticking around or abandoning the platform? |
| Time to first share | How long after sign-up does the first share happen? |
| Profile age vs last update | Are profiles kept current or going stale? |
Revenue (once monetisation is live)¶
| Metric | What it tells you |
|---|---|
| Free to Premium conversion rate | Is the value strong enough to pay for? |
| Household plan adoption | Are users bringing their household onto the platform? |
| Professional tier distribution | Which tiers are most popular? Which sub-categories? |
| Referral bonus redemption | Are referrals driving conversions? |
| Monthly/annual billing split | Are users committing long-term? |
| Revenue per user | Is the pricing model sustainable? |
Professional accounts¶
| Metric | What it tells you |
|---|---|
| Animals per organisation | How actively are they using it? |
| Staff count per organisation | Are teams adopting it? |
| Staff activity (views, edits) | Are staff actually using it day-to-day? |
| External shares from organisations | Are they sharing with adopters, clients, vets? |
| Free trial to subscription conversion | Is the professional value proposition landing? |
Key signals¶
The single most important metric is profile completeness leading to either a return visit or a share. This tells you that:
- The prompts worked (they filled it in)
- The content is useful (they or someone else came back to read it)
- The core value proposition is landing
If profiles are created but never revisited or shared, the product is not delivering on its promise.