CASE STUDY

Strategic Program Manager

BACKGROUND

You are a product manager in CheckLater.com (its competition is from the likes of getpocket.com). It claims to
be the best one stop place to save any article/video/image on the internet for later consumption (on
computer/mobile/tablet). The initial years saw an exponential growth in the number of new users and also user
activity. You are now made responsible for the initiatives mentioned below. Please provide the best set of
responses that you can in this context.

PART 1

A. As the product manager of Checklater.com, pick three features, one each, that would have the
maximum positive impact on the goals listed below
a. User Acquisition (How will you acquire your first 10,000 users)
b. User Engagement/Retention
c. Monetization

(Note: Ability to prioritise features for impact from a long list of available options is a key product management
skill. One paragraph per feature expected.)

B. From amongst the three features you listed above, please chose the highest value feature and describe
it in detail along with its value proposition both to end users and the site. Ensure that you:
a. Describe how this feature facilitates the targeted goal(s)
b. Provide UI mock-ups/flow charts and explain the feature in detail
c. Identify the metrics that would help you measure whether the feature is achieving its goal or
not
d. Identify the metrics that may be negatively impacted and explain how you would monitor and
control for them

PART 2

You have been tasked with exploring new revenue streams for ChecklLater.com. Pick a feature or business
process that would create the revenue stream. This may be a feature you’ve listed above.

A. Describe the Revenue Stream. Make sure to include details of any new product functionality that would
have to be built, the marketing strategy you would follow, if any of these are relevant to your proposal.
B. Build and present a 3-year revenue estimation model for the new revenue stream. Make sure you
provide the calculations and underlying assumptions.
C. What are the metrics that you would track? Also list the first areas that you would investigate if these
metrics are not performing as expected and the changes you would make to improve performance.
D. Would your proposal have any (potential) negative impact? If so, how would you measure this? What
processes and metrics would you use?
CASE STUDY

Strategic Program Manager

EXPECTED RESPONSE

Part 1 Expected Response

• Feature Mockups: Create wireframes/high fidelity mocks using a prototyping tool such as Balsamiq and
export to static images. (Free trials at http://balsamiq.com/)
• Feature Descriptions, Metrics and Commentary: A maximum of 2 pages of text or 10 slides excluding
the mockups

Part 2 Expected Response

• Proposal Description, Metrics and Commentary: A maximum of 2 pages of text or 10 slides in addition
to a single calculation sheet for the revenue-estimation model.

JUDGING CRITERIA

The following criteria will be used to judge your submission

• Structure of the document
• Strategic thought process
• Novelty and Usability of the proposed features
• Depth and precision of research
• Rationale used to support arguments
• Identification of key measurable metrics
• Logical and reasonable assumptions
• Feasibility, practicality and effectiveness of the recommendations
• Articulation, language, written communication skills
• Language and clarity of communication