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

Module 8 · Sun 6 Sep

Class case - naye restaurants ke liye Zomato discount. Coupon visibility problem fix nahi kar sakta - agar users ko restaurant dikhta hi nahi, to ₹50 off kuch nahi karega. Ise long-term aur repeat orders par ek scorecard (leading + lagging + guardrail metrics) se judge karo, sirf coupon use se nahi. Sample size set karo, poore business cycle tak chalao, aur stop rules pehle se decide karo.

• Ansoff matrix: market penetration (same product, same market), market development (same product, new market), product development (new product, same market), diversification (dono naye - sabse zyada risk).
• Class example - Urban Company: Tier 1 → Tier 2 cities ya cooks jaisi adjacent services = market expansion; water purifiers aur smart locks = product expansion. Label is par depend karta hai ki aap kitna reuse kar sakte ho.
• PLG (product-led growth): selling ka kuch hissa product khud karta hai.

Growth loops funnels se better hain jab users naturally aur users laate hain (viral loop) ya aisa content banate hain jo users laaye (UGC loop). Hook model: trigger → action → variable reward → investment. Swiggy/Zomato ke liye strong PLG ideas ek personal reward ko aisi cheez ke saath milaate hain jo log share karna chahein.

Revenue models: transaction, subscription, ads, freemium - model waisa ho jaise log product use karte hain. Class ek Airbnb assignment ke saath khatam hui.