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Planning & Goal Setting (26 Weeks)
Introduction
1. Purpose, Vision & Horizons (2025)
2. US (H2'25)
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b. Proxy Metrics

A note on Proxy Metrics

A Proxy Metric is a one-level deeper metric to evaluate whether we’re making progress on a Key Theme. Given that the North Star metric is hard to move directly, these provide a lever on things we can focus on day to day.
Proxy Metric Template
Percentage of (members/new customers/returning customers) who do at least (the minimum threshold for user action) by (X period in time)✨

Criteria for Proxy Metrics:
Is it measurable? Moveable? Not an average?
Does it measure customer/business value?
Is it game-able?
In the context of the A/B test, does it evaluate a “winner”?
In the long term, can you prove causation against your North Star Metric of
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Note to team: Refer to this
document
⁠
for all metric setting.

Max 5 Proxy Metrics + 5 Health Metrics (Measure what matters: Minimum 2 Proxy Metrics per Key Theme + 1 Health Metric ✨)

1. Define Proxy Metrics to Key Themes

Theme
Objectives (can be qualitative)
Metric
Sep-25
Dec'25
Non Negotiable
4
Sample: Drive higher conversion by optimizing for high-quality user acquisition
4
Proxy Metric 1
$250,000
$300,000
Proxy Metric 2
10.00%
12.00%
Health Metric 1
6%
10%
Health Metric 2
5%
8%
5
Sample: Strengthen core loops to drive and maximise high-margin revenue.
5
Proxy Metric 1
$23
$35
Proxy Metric 2
50%
60%
Health Metric 1
65%
70%
Health Metric 2
45%
50%
Health Metric 3
5%
5%
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2. Are Problem Statements from the Retros being addressed?

PS
Proxy Metric
Problem Statement 1
Problem Statement 2
Problem Statement 3
Problem Statement 4
Problem Statement 5
Problem Statement 6
There are no rows in this table
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