Stories in Digital Business: Follow the decisions that make the metrics better


By Kelly Taylor, VP of Product and Co-founder at PivotDesk

Here’s the thing about startups: You have a great idea, you employ some smart people, slap up a website, and the next thing you know, you are running a business with 20 employees in 29 markets.

There’s never enough time or resources to do all of the things you should do to help grow your business because you’re too busy actually making the idea work. With so much going on, it’s easy to let measuring metrics fall to the wayside. It’s a ton of work and your whole team has to be on board, but neglecting this can also result in one of your biggest missed opportunities.

One of the best things about being a lean, mean startup is that you can make a game-changing decision without going through the bureaucracy and red tape that impedes the behemoths. But what information are you using to make those decisions?

What makes PivotDesk unique is that we made the decision to invest in a metrics-driven infrastructure. With this as a priority, we are able to make smarter decisions, faster.

In our website, we closely measure everything related to Guests and Hosts interactions while discussing the potential of office-sharing. How many tours do Guests tend to schedule with Hosts? What is the average Host response time? By closely measuring these interactions, we are able to identify friction in this back and forth communication and iterate quickly. This has lead to some game time decisions on our part that have changed how we do business with our Guests and Hosts and has gotten us to where we are today.

Everyone wants to say that they are lean. Unfortunately being too lean can lead to decisions made with too little info and no way to see the impact.

Flying by the seat of your pants is just gambling with other people’s money…which can be fun, but it is not a business plan.