ENT 402 · Unit 3 of 6
Activation, Engagement and Retention
Product-Market Fit and Startup Experimentation
Start unit · 4 lessons →Learning objectives
- Analyze cohorts, retention, and activation funnels
- Apply "Activation, Engagement and Retention" to a real venture decision
- Contribute to your PMF assessment memo deliverable
Unit overview
| # | Lesson | Core idea |
|---|---|---|
| 1 | The Strategic Logic of Activation, Engagement and Retention | Core frameworks for this unit |
| 2 | Methods and Models for Activation, Engagement and Retention | Core frameworks for this unit |
| 3 | Evidence, Metrics and Assumptions in Activation, Engagement and Retention | Core frameworks for this unit |
| 4 | Activation, Engagement and Retention: From Analysis to Action | Core frameworks for this unit |
Complete all four lessons, then finish unit assessments on this page.
Unit assessment
Complete each section below. Score 80%+ on the quiz to finish this unit's assessment.
Exercises
Apply what you learned in this unit with structured practice.
Deliverable
300–500 word analysis document saved to your portfolio under ENT 402.
Rubric
- • Framework applied correctly (not just named)
- • Specific evidence from a real example
- • Clear recommendation with tradeoffs acknowledged
- • Professional writing with source citation
Deliverable
Problem solutions + 150-word reflection in your ENT 402 workbook.
Rubric
- • Attempted all practice items before checking answers
- • Honest reflection on errors
- • Identifies a specific review action
Case analysis
Analyze a case using frameworks from this unit.
Deliverable
2-page case write-up in your portfolio.
Rubric
- • Case facts are accurate and sourced
- • Analysis uses unit frameworks explicitly
- • Recommendation is justified with tradeoffs
- • Risks are specific, not generic
Knowledge quiz
Check your understanding before marking the unit complete.
1. RelayOps defines activation as a dispatcher completing first live emergency routing in the console within 48 hours of account creation. Of 40 new pilot seats, 28 activate. What is the activation rate?
2. Week-one daily active dispatchers fall from 80% to 52% by week four at a Phoenix pilot. Which strategic read fits the activation-engagement-retention chain?
3. RelayOps maps a funnel: 100 invited dispatchers, 70 log in, 49 complete training, 35 route a live job. What is the training-to-live-job conversion?
4. A cohort retention table shows RelayOps pilot month-one logo retention at 100% and month-three at 67% across three sites. What is the best next diagnostic?
5. Maya celebrates 90% technician SMS confirmation rates while dispatcher console DAU is 40%. Which metric misalignment does this show?
6. RelayOps sets a habit metric: dispatchers route at least three emergency jobs per active day. Week-two users average 1.2 jobs on days they log in. What does this imply about engagement depth?
7. A Dallas site retains at 100% while two Phoenix sites churn at month two. RelayOps beachhead is Phoenix and Dallas HVAC with 50-150 technicians. What assumption should be re-tested?
8. RelayOps links activation to 'first emergency routed' rather than 'account created.' Why is this definition more decision-grade?