Take Home Assignment: Digital Channel Growth Strategy for OTTplay

As part of the interview process for the role of Product Strategy Manager at HT Labs, we would
like you to complete a take-home assignment focused on developing a comprehensive
growth strategy for OTTplay's Digital channel. Please refer to the following problem
statement and guidelines to create your assignment.

Problem Statement:

OTTplay, a prominent OTT aggregation and smart recommendation platform, has achieved
substantial success in customer acquisition and growth through various channels, including
Internet Service Providers (ISP), Feet-on-street (FOS), Digital platforms, and B2B partnerships.
The Digital channel, which involves users subscribing to packs after discovering the platform
through organic means or paid campaigns on social media and other online avenues, has
shown promising growth potential. The company aims to increase the capacity of its Digital
channel by tenfold from its current state.

As a Product Strategy Manager, you need to devise a data-driven growth strategy that
effectively drives customer acquisition within the Digital channel. You are tasked with
identifying growth levers and laying out a clear growth strategy. To achieve this, you may
consider the following steps (but not limited to):

1. Understand and identify the key growth levers for the Digital Channel
2. Explore different business models in the Indian OTT industry, including Freemium, SVOD,
AVOD, and FAST channels. Conduct a benchmarking analysis of major players, including
JioCinema, Prime Video, Hotstar, and OTTplay.
3. Identify best practices and product features for an OTT app. You may use Netflix, Prime
Video, Hotstar, and Roku as references.

Key Deliverables:
1. Create a PPT presentation consisting of approximately 12-15 slides (excluding the Appendix)
2. Include supporting primary and secondary research along with your analysis in the Appendix
3. Present a comparative analysis of different business models and product features in the OTT
industry
4. Devise a comprehensive growth plan for OTTplay's Digital channel, along with an
implementation timeline. Identify key performance indicators (KPIs) and success values for
the growth strategy.
5. Clearly Chart out the KPI values over the implementation timeline along with the growth
levers
6. Utilize public sources such as industry reports, news articles, etc., to substantiate your
analysis and insights.
7. Clearly outline your approach, assumptions, and the secondary sources you plan to use to
support your solution.
Your presentation should offer a strategic and data-driven approach to address the challenges
and opportunities presented by the Digital channel at OTTplay. We look forward to reviewing
your insights and recommendations.

Please submit your assignment within the provided timeframe. Good luck!