Frederik Van Lierde

A Powerful Metric for Start-Up Success: Time to Value (TTV)

Measuring success can often feel like hitting a moving target. With countless metrics to track, it’s easy to get lost in the data. One metric stands out as particularly powerful for start-ups: Time to Value (TTV). A Powerful Metric for Start-Up Success: Time to Value (TTV)

Table of Contents

  • What is Time to Value (TTV)?
  • Why TTV Matters for Start-ups?
  • Why Start-Ups Overlook the Power of Time to Value (TTV)
  • Calculating TTV
  • Strategies to Improve TTV
  • How TTV Varies Across Sectors
  • Case Studies — Dropbox
  • Common Challenges and How to Overcome Them
  • Expert Opinions and Interviews
  • Key Takeaways

What is Time to Value (TTV)?

Time to Value, or TTV, is the time it takes for a customer to realize the value of your product or service after their initial purchase. Unlike other metrics that might focus on revenue or user growth, TTV zeroes in on the customer’s experience and the speed at which they achieve their desired outcomes.

The concept of Time to Value (TTV) emerged as companies began to focus more on delivering value quickly to customers, especially in the tech and software industries where the speed of implementation and customer satisfaction are critical.

In the 2000s, with the rise of Software as a Service (SaaS) and subscription-based business models, companies started to pay more attention to customer onboarding and the importance of demonstrating value quickly to retain customers and reduce churn. This led to the development and formalization of TTV as a key metric.

Lincoln Murphy and his work on customer success, have contributed significantly to popularizing and explaining the importance of TTV in contemporary business practices.

Why TTV Matters for Start-ups?

  • Speed to Market and Competitive Advantage
    The quicker you can deliver value to your customers, the better. A short TTV can set you apart from competitors, making your product more attractive.
  • Customer Satisfaction and Retention
    Customers who quickly see value are more likely to stick around. High customer satisfaction leads to better retention rates and positive word-of-mouth.
  • Early Validation and Pivot Opportunities
    A short TTV allows for rapid feedback. Start-ups can use this feedback to validate their product or pivot if necessary, reducing wasted time and resources.
  • Impact on Cash Flow and Investment Attraction
    Investors are keen on metrics that show quick returns. A shorter TTV can improve cash flow, making your start-up more attractive to potential investors.

Why Start-Ups Overlook the Power of Time to Value (TTV)

Despite the clear advantages of optimizing Time to Value (TTV), many start-ups struggle to prioritize this metric due to several factors. One significant barrier is the lack of awareness and understanding of TTV’s impact on long-term success.

Many start-ups are more focused on short-term goals such as rapid user acquisition or immediate revenue generation, often overlooking the crucial step of ensuring customers quickly realize the value of their product.

Measuring and improving TTV requires a deep commitment to user experience, which involves extensive research, continual iteration, and investment in onboarding processes and customer support.

Start-ups with limited resources may find it challenging to allocate the necessary time and budget to these areas.

As a result, while the benefits of TTV are well-documented, its adoption remains less widespread among start-ups aiming for quick wins in a highly competitive landscape.

Calculating TTV

Measuring TTV involves tracking the time from a customer’s initial interaction with your product to the point where they achieve their first significant success or “aha moment.” Here’s how you can do it:
  • Identify Key Milestones
    This could be the first successful use of your software, the completion of an onboarding process, or the first sale through your platform.
  • Track Customer Journeys
    Use analytics tools to monitor how customers interact with your product and when they reach these key milestones.
  • Analyze and Adjust
    Regularly review TTV data to identify trends and areas for improvement. Adjust your strategies accordingly to reduce TTV.

Strategies to Improve TTV

  1. Streamline Onboarding Processes
    Simplify the onboarding process to help customers get started quickly. Provide clear instructions and support to guide them through the initial steps.
  2. Enhance Product Usability
    Make your product intuitive and user-friendly. The easier it is to use, the faster customers will see value.
  3. Efficient Customer Support
    Offer responsive and effective customer support to help users overcome any obstacles quickly. This can significantly reduce TTV.
  4. Customer Feedback
    Actively seek and act on customer feedback to continually improve your product and processes. This helps in identifying and removing any roadblocks that might be slowing down TTV.

How TTV Varies Across Sectors

SaaS (Software as a Service)

In the SaaS industry, TTV is often measured by how quickly a user can complete the onboarding process and start utilizing key features of the software.

For SaaS products, the primary focus is on providing a seamless, intuitive user experience that allows customers to achieve their first success or “aha moment” quickly.

Effective strategies include interactive tutorials, automated onboarding sequences, and responsive customer support. SaaS companies often measure TTV by the time it takes from account creation to the first significant use of the product.


In the FinTech sector, TTV can be defined by the time it takes for a customer to successfully complete a transaction, access financial advice, or receive a loan approval.

FinTech companies need to ensure a secure yet swift onboarding process, often involving identity verification and compliance checks.

Simplified user interfaces, clear guidance, and robust security measures are essential to minimize TTV.

Success is measured by the time from sign-up to the first completed financial activity, such as transferring money or setting up an investment account.


For eCommerce businesses, TTV is all about how quickly a customer can find, purchase, and receive a product. The shorter the TTV, the better the shopping experience.

Key strategies include optimizing website navigation, providing quick checkout options, and offering fast shipping. TTV in eCommerce is often measured by the time from a customer’s first visit to the website to the delivery of their first purchase.

Enhancing product discovery through personalized recommendations and simplifying the checkout process can significantly reduce TTV in this sector.


In HealthTech, TTV is defined by how quickly patients or providers experience the benefits of a digital health solution. This could mean the time taken for a patient to schedule their first appointment through a telehealth platform, or for a healthcare provider to access and utilize patient data effectively.

User-friendly interfaces and offering robust support during the initial setup phase are important.

HealthTech companies must balance ease of use with stringent regulatory compliance, making TTV a complex yet vital metric.


For EdTech companies, TTV is the time it takes for educators or students to realize the educational value of a product. This could involve logging into a platform, accessing learning materials, or completing the first lesson or module.

Effective onboarding, engaging content, and intuitive design are the steps to reduce TTV.

B2B Services

In the B2B sector, TTV is often longer due to the complexity and customization of services. Here, TTV might be defined by the time it takes from signing a contract to seeing the first tangible business benefits, such as improved efficiency or increased sales.

Strategies to reduce TTV include detailed onboarding programs, regular check-ins, and customized training sessions.

B2B companies often focus on the time from initial engagement to the first successful implementation or the achievement of key performance indicators (KPIs).

Case Study — Dropbox

Dropbox, a well-known cloud storage and file synchronization service, provides an excellent example of how focusing on Time to Value (TTV) can drive significant growth and customer satisfaction.

Founded in 2007 by Drew Houston and Arash Ferdowsi, Dropbox initially faced stiff competition in the cloud storage market. To differentiate itself, Dropbox focused on making its service incredibly easy to use, ensuring that new users could quickly see the value of storing and sharing files online.

When Dropbox first launched, the primary challenge was to make new users understand the benefits of using cloud storage over traditional storage methods. The initial onboarding process was somewhat complex, which led to longer TTV and potential users dropping off before realizing the full value of the service.

Dropbox Strategy

  • Streamlined Onboarding Process
    Dropbox simplified its onboarding process by implementing a guided tour that showcased key features. This tour was designed to be interactive, engaging new users and helping them understand the value of Dropbox within minutes of signing up.
  • Referral Program
    To further reduce TTV and drive user growth, Dropbox introduced a referral program. Users were incentivized to invite friends by offering additional storage space to both the referrer and the referee. This program not only increased the user base rapidly but also shortened TTV as new users often received a direct demonstration of Dropbox’s value from their friends.
  • Product Usability Enhancements
    Dropbox focused on making their product as intuitive as possible. They implemented drag-and-drop file uploads, seamless synchronization across devices, and easy sharing options. These features ensured that users could start benefiting from the service immediately.
  • Efficient Customer Support
    Recognizing that quick problem resolution is crucial for reducing TTV, Dropbox invested in a robust customer support system. They provided extensive self-help resources and responsive support channels to assist users in overcoming any hurdles quickly.


The strategies employed by Dropbox had a profound impact on their TTV and overall success:
  1. Rapid User Growth
    The streamlined onboarding process and referral program led to exponential growth. Dropbox’s user base grew from 100,000 to over 4 million users in just 15 months.
  2. High Customer Retention
    By quickly demonstrating value, Dropbox achieved high levels of customer satisfaction and retention. Users who saw immediate benefits were more likely to continue using the service and recommend it to others.
  3. Increased Valuation and Investment
    The improved TTV metrics and rapid user growth attracted significant investment. Dropbox raised multiple rounds of funding, which helped them expand their infrastructure and continue improving their service.
  4. Market Leadership
    With a focus on TTV, Dropbox was able to establish itself as a leader in the cloud storage market. Their user-centric approach set a standard that many competitors sought to emulate.

Common Challenges and How to Overcome Them

  1. Identifying and Addressing Bottlenecks
    Regularly review customer journeys to spot any delays or issues. Use this data to streamline processes and remove obstacles.
  2. Aligning Team Efforts with TTV Goals
    Ensure all team members understand the importance of TTV and are working towards common goals. Regular communication and clear objectives can help keep everyone aligned.
  3. Managing Expectations Internally and Externally
    Set realistic expectations with stakeholders about TTV goals and progress. Transparency is key to maintaining trust and support.

Expert Opinions and Interviews

To provide a deeper understanding of how Time to Value (TTV) can drive success, we’ve gathered insights from successful start-up founders and industry experts. Their experiences and advice offer practical strategies for reducing TTV and maximizing customer satisfaction.

Interview with Dan Adika, CEO of WalkMe

Q: How did you identify the importance of TTV for WalkMe?
A: At WalkMe, we recognized early on that reducing TTV was crucial for customer satisfaction and retention. By ensuring our users could quickly see the value in our digital adoption platform, we could increase engagement and reduce churn.

We achieved this by simplifying the onboarding process and providing clear, guided tours that helped users understand and utilize our product effectively.

Q: What strategies did you implement to reduce TTV?
A: We focused on creating an intuitive user experience with comprehensive in-app guidance. We used data analytics to monitor user behavior and identify any friction points in the onboarding process.

By addressing these issues promptly, we were able to streamline the path to value for our customers.

Q: What were the results of these changes?
A: The improvements in TTV led to a significant increase in user adoption and satisfaction. Our customers began to see tangible benefits from our platform much quicker, which in turn boosted our retention rates and overall growth.

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Interview with Des Traynor, Co-founder of Intercom

Q: Why was TTV a focus for Intercom from the beginning?
A: For Intercom, TTV is about ensuring our customers quickly realize the value of effective customer communication. We wanted our users to see the benefits of our messaging platform without any delays, which meant optimizing every step of the onboarding and initial usage phases.

Q: How did you manage to reduce TTV for your users?
A: We introduced a series of onboarding emails and in-app messages that guided new users through key features. We also implemented a hands-on customer success team to provide personalized assistance during the critical early stages of adoption.

Q: What impact did these strategies have?
A: Our approach resulted in higher engagement levels and faster realization of value by our customers. This not only improved our retention rates but also enhanced our reputation for delivering quick and effective results.

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Dr. Emily White, Customer Success Consultant

Q: What are the best practices for reducing TTV?
A: Understanding your customer’s journey is essential. Identify the key milestones where they first experience value and focus on making these moments as seamless as possible. Utilize data analytics to track and optimize each step of the process continuously.

Q: Can you share a specific technique that is effective in improving TTV?
A: Personalization is key. Tailor the onboarding experience to meet the specific needs and preferences of each user. This can involve customized tutorials, personalized welcome messages, and targeted support. The more relevant the experience, the quicker the user will perceive value.

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John Miller, SaaS Industry Expert

Q: How should start-ups balance speed and quality when reducing TTV?
A: While speed is essential, never sacrifice quality. A rushed, poor-quality experience can backfire, leading to dissatisfaction and churn.

Focus on creating a streamlined yet high-quality onboarding process. Conduct user testing to ensure that the process is intuitive and delivers real value quickly.

Q: What common mistakes do start-ups make regarding TTV?
A: A common mistake is neglecting to gather and act on user feedback. Continuous improvement based on real user experiences is crucial. Also, avoid overcomplicating the onboarding process with too many steps or information.

Keep it simple and focused on helping users achieve their first success as quickly as possible.

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Time to Value is a powerful metric that can significantly impact a start-up’s success. By focusing on delivering value quickly, start-ups can improve customer satisfaction, retention, and overall performance.

Prioritizing TTV can also attract investment and provide a competitive edge in the market. Start-ups should regularly measure, analyze, and optimize their TTV to stay ahead in the game.