Case

Study Product Management Internship 2017-18

You are the Product Manager for a hypothetical local classified site where people buy
and sell items with each other, say, "LocalClassified.com". The hypothetical site can be
assumed to be identical in functionality and user-base to the market leader(s) in the industry,
which are Olx and Quikr). As the product manager you are responsible for the initiatives
mentioned below. Please provide the best set of responses that you can in this context.

PART 1:
As a product manager of LocalClassified.com, list down the set of features to add to your site
that aims to achieve the goals of:
User Acquisition
User Engagement/Retention
Monetization

Choose your highest value feature among those three and describe in detail your chosen
feature along with its value proposition both to end users and the site. Ensure that you:
Describe how this feature facilitates the targeted goal(s)
Provide UI mocks / flow charts and explain the feature in detail
Identify the metrics that would help you measure whether the feature is achieving its
goal or not
Identify the metrics that may be negatively impacted and explain how you would
monitor them

PART 2:
You have been tasked with exploring new revenue stream for LocalClassified.com

1. 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.

2. Build and present a 3-year revenue estimation model for the new revenue stream. Make
sure you provide the calculations and underlying assumptions.

3. 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.

4. Would your proposal have any (potential) negative impact? If so, how would you measure
this? What processes and metrics would you use?

 Case Study Product Management Internship 2017-18

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