Case Study - Product Management Intern

Guidelines:
1. You are expected to pick any one case from the options given.
2. Last date to submit: 3 PM, 30th April 2024
3. We are most interested in understanding how you would approach this role and are not
expecting anything perfect. Feel free to make and state assumptions and open questions.
4. Spend no more than 2 hours. You may not entirely finish, and that is OK. We want to be
respectful of your time.

Context on Kuku FM product

Kuku FM is an innovative audio platform featuring a diverse library of over 5,000 titles spanning
more than 5 languages in 15 genres, including audiobooks and audio series. Our platform
operates under two distinct business models:

1. Subscription Model: We offer a comprehensive subscription plan, which begins with a

7-day free trial. Subscribers gain unlimited access to a vast array of audiobooks and audio
dramas, unlocking a world of stories and series under a single subscription. Subscription
is priced at 249/Quarter on autopay.
2. Coins System: In addition to our subscription service, we provide a VIP library where
special content can be accessed through the purchase of coins, our in-app currency. (This
library is locked for subscription users) This system allows users to unlock individual
episodes or series by spending coins, offering flexibility and additional exclusive content
outside of the subscription.

Role Details
Role: Product Management Intern
Teams: Product Growth & Monetisation, Discovery and platform.
Location: Banglore (Compulsory)
Duration: 3/6 months
Stipend: 30K per month

What will be expected from you in an internship:

1. You will own features end-to-end from problem discovery space to final release.
2. You will work in collaboration with Tech, Design, Analytics, and Business to brainstorm
new problems and solutions.
3. This will be a hustle role where you are expected to make decisions and own them.
4. Make hypotheses and conduct fast-paced AB experiments to validate them.
Case 1
Problem statement: Suggest a referral mechanism for Kuku FM users targeting to increase
acquisition metrics. The referral system should support subscription and coin users
simultaneously.
Acquisition Definition: Transacting users (Free trial subscription transaction or Coin pack
purchase)
The target is to get 2K acquisitions per day from referrals.

Bonus: The referral mechanism should consider the frauds and other noise on the platform like
comments spam with coupon codes.

Data points:
Hypothetical data points:

Total DAU 5 Lakhs

Premium DAU 2 Lakhs

D0 free users DAU 50K

Feel free to make assumptions and list if you feel any information is missing.

Case 2
Problem statement:
For VIP shows, the concept is to have long but engaging fictional shows where the user
pays-per-episode. How would you improve first conversion (1st coin pack purchase) & repeat
purchases for users engaging with VIP shows (Example - Dil Bechara, Ishq Ya Junoon, Secret
Billionaire)?

Note: Keep the value per coin in mind when you devise strategies to improve purchases.

Data points (Hypothetical):

- First few episodes are unlocked to get the user hooked to the content
- Users receive 50 free coins for the first time & then 20 free coins for 15 days
- Users can also earn free coins from the earn coins tab on store
- The free coins that the user sees on the store in a coin pack, aren’t really free coins in the
BE.
Example - Rs 9 -> 20 coins + 20 free coins => Value per coin = 9/(20+20) = Rs 0.225