Interview Guides
NotionFlow is a B2B collaboration SaaS product for small teams. Over the last two quarters, monthly signups grew from 120,000 to 168,000 (+40%), but paid revenue grew only from $3.8M to $4.0M (+5%), and leadership is unsure whether product growth is healthy or just top-of-funnel expansion.
The CEO asks you to define the key performance indicators you would prioritize to assess product growth and explain how you would use them together. Current operating data shows: website visitor-to-signup conversion is 6.5%, signup-to-workspace-created conversion is 72%, workspace-created-to-team-invite conversion is 48%, Day-30 logo retention is 61% for free workspaces and 84% for paid workspaces, DAU/MAU is 0.34, and free-to-paid conversion within 90 days is 7.8%. CAC increased from $42 to $57, while estimated 12-month LTV is $310. Product leadership wants a KPI framework that distinguishes acquisition quality, activation, engagement, retention, and monetization.
web_analytics: visitor_id, session_id, traffic_source, landing_page, signup_flag, timestampsignup_funnel: user_id, signup_date, workspace_created_flag, first_project_created_flag, invited_teammate_flagproduct_events: user_id, workspace_id, event_name, event_time, device_type, plan_typesubscriptions: workspace_id, plan_type, trial_start, paid_start, mrr, cancellation_dateaccount_cohorts: workspace_id, signup_month, segment, seats, country, acquisition_channel