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Why We're Rebranding EH
Stephen Moore
January 16, 2024
Hey readers! Welcome to another edition of our EH weekly newsletter, where you can enjoy insightful lessons and practical takeaways delivered to your inbox every Tuesday.
In this week’s edition, we discuss:
Why we’re (slightly) rebranding Entrepreneur’s Handbook
Metrics 101 — how to define and track your key metrics
Why We’re Rebranding
Let's get right to it. Unfortunately, we can't say much about this. But what we can say is "that we had a trademark infringement issue with a company." It was a shock, but fortunately, we were able to come to a resolution and move past it relatively unscathed.
The main changes from the rebrand are;
Our name — Entrepreneur’s Handbook will now be called Entrepreneurship Handbook (though still ‘EH’ to us and many others)
Our domain — Our domain is now ehandbook.com (formerly entrepreneurshandbook.co, which will permanently redirect).
Our brand identity — Our logo remains almost the same, with a slight tweak to the top word (entrepreneur's 👉 entrepreneurship). Our brand colors are adopting a shade of color (very dark green and very light gray) so that the primary colors aren't black and white.
What isn’t changing is our mission — We will continue to be dedicated to helping entrepreneurs succeed and we will continue achieving this by publishing inspirational stories with practical takeaways, and growing this newsletter.
👉️ If you want to know more about the rebrand, read the full statement from our founder, Dave Schools — Why We’re Rebranding.
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As we hurtle towards a dystopian Metaverse hellscape future without thought for the consequences, led by megalomaniac tech overlords who care about nothing but their ego, power and share price — why not subscribe and share in the fun (read: misery) with me.
Metrics 101: School is in session
“The biggest danger I see in growing $1M — $5M ARR companies is that they have something that works; they mistakenly break it and don’t realize it for many months.”
Startups can only rely on the founder’s instinct for so long; eventually, the way forward needs to be driven by data. If you don’t have a clear hierarchy of the metrics that govern your product, it’s too easy to change your goals every quarter or let teams set goals that don’t scale up to the company’s goals.
The best-case scenario is that you somehow figure it out and just lose out on many months of growth. The worst case is that this kills your startup.
Dan Layfield, former Head of Growth at Codecademy, laid out a 3-step process to get your metrics on track:
Define your core sources of truth — As metrics always break, they help anchor you to the sources of truth for what you care about the most. These are going to be the key lifecycle events that are captured by other systems. These could be page views, sign-ups, conversions, payments, or cancellations.
Validate data for primary metrics — Pick the primary metrics you want to track and ensure that whatever feeds your reporting systems roughly equals the SOT data. Then, pick 1–2 operation metrics and do the same gut checks. You will likely find things that are broken, and it’s time to start prioritizing things to fix.
Build basic dashboards & monitor daily — Even though most of these numbers won’t move daily, you’ll be able to draw a relationship between the projects that you see shipping and how numbers move. You’ll also be able to build your intuition for the seasonality of your business.
👉️ Click here for a deep dive on how to define and track your key metrics.