What are the goals and metrics for video conferencing apps? (Google Meet, Zoom, etc.)

Let's go with Zoom

Mission:

Brings teams together to get more done in a frictionless video environment

Zoom is a video conferencing app. If we had to look at the use cases-

1. Education (Teacher and Student)
   1. Lectures
   2. Exams
2. Meetings
   1. Office Level
      1. Work
   2. Student Level
      1. Projects
      2. Hangout
3. Conferences  

General Goals:

1. Acquisition
2. Activation
3. Retention
4. Referral
5. Revenue

Zoom is a platform that is widely known. So they have affiliated with companies to provide their services for all the employees which is a great acquisition strategy. 

Also, as the product is already a need-based product thus activation comes easily whenever the product is purchased.

There are too many competitors in the video conferencing market as Google meet, Air meet, etc thus they need to focus on retention and referral to cater to niche TGs.

In the case of their revenue generation, they are doing good.

Also the business model-

1. Free (Meeting remains live for a certain time duration)
2. Subscription (No time limit)
3. Other Zoom extensions
   1. Free
   2. Paid

So, I feel we should focus on Retention and Referral. Also, we can focus more on Retention as the retained users will be the ones referring to the new potential user.

And as the online conference apps are socially based eg. if your peers are using zoom you will be using zoom or else you won't be able to connect with them. This is also one of the great reasons which reflect focusing more on Retention. 

Major user actions in terms of Retention

1. Creating a meeting
2. Attending the meeting
3. Moderating the meeting
4. Using the chat feature
5. Sharing Screen

Metrics for Retention:

1. % users creating meetings
2. % users attending the meetings
3. Avg. no. of meetings created/week as per their clusters
4. Avg. no. of meetings attended/week as per their clusters
5. Avg. length of the meeting as per the cluster
6. Also, for every user not re-subscribing the Zoom subscription or asking for a refund. I will also try to analyze the result of that survey

Note: 

1. Clusters are the different use case
2. We are not considering other user actions as they are not the only reason why users will use Zoom. And they are leading metrics so until and unless the meeting is created the other actions won't take place.

North Star Metric:

No. of meetings created 

Explanation:

Meeting Creators: Are happy when the meeting is created successfully

Zoom: Is happy when creators create the meeting

Meeting Attendees: Are happy when they can attend the meeting from start to end successfully

FAQ:

Why No. of meetings attended was not considered?

Unless and until the meeting is created you can attend it!

But a free user can also create the meeting how does that translate to the retention and our business model?

For every free user creating a meeting and other free users attending the meeting, if they find the product good enough with a drawback of limited meeting time they will eventually translate into paid users which further will be retained and also will buy the subscription.