Part 2: Experiment design, Ansoff matrix, PLG and the Hook model

Module 8 · Sun 6 Sep

Class case - a Zomato discount for new restaurants. A coupon can't fix a visibility problem - if users never see the restaurant, ₹50 off does nothing. Judge it on long-term and repeat orders with a scorecard (leading + lagging + guardrail metrics), not just coupon use. Set sample size, run through a full business cycle, and decide stop rules up front.

• Ansoff matrix: market penetration (same product, same market), market development (same product, new market), product development (new product, same market), diversification (new both - most risk).
• Class example - Urban Company: Tier 1 → Tier 2 cities or adjacent services like cooks = market expansion; water purifiers and smart locks = product expansion. The label depends on how much you can reuse.
• PLG (product-led growth): the product does part of the selling.

Growth loops beat funnels when users naturally bring more users (viral loop) or create content that brings users (UGC loop). Hook model: trigger → action → variable reward → investment. Strong PLG ideas for Swiggy/Zomato mix a personal reward with something people want to share.

Revenue models: transaction, subscription, ads, freemium - the model must match how people use the product. The class ended with an Airbnb assignment.