Increase number of users for a product/service.

Hi there,

This is a bit vague and I would have a few clarifying questions, however, here is how I would approach the problem in general. People either don't know about the product/service or it's not what they want. Those are the 2 choices. Hence, that's how I structure my framework (MECE)

Drive Awareness

What % of population (potential customers) don't know about this? 

Note: Could we split by existing customers (i.e. customers we have that don't know specifically of our cloud service/product) or non-customers.

Identify what populations don't know and why. Determine most effective ways to make them aware. (i.e. marketing, placement, ads, etc)

Drive Value Perception

For those that know of our product, why don't they buy it? In what way does it not meet their needs? Or, better but, in what ways to competitors' products meet their needs better?

We can split this into 2 parts: 1) Create more value (i.e. "fix" the product) OR 2) Show people there is value (determine better ways to highlight certain features, etc.)

Reduce Value Tradeoff/Encourage Adoption (Prices)

Rather than change the actual value of our product (expensive), we can just reduce the tradeoff (i.e. purchase price). We don't have to have WTP (willingness to pay) if we can just meet the WTP with lower prices. Let's look at what price changes and/or discounts are required to reach our goal of 10% increase.

Hey, can you provide a bit more detail..Cloud is so broad. Is it a app/product/platform/enterprise software?

So many ways you can approach this. One way is to think of all initiatives from Product, Promotion and Customer Experience to drive uptake.

Product

1. New product features 
2. Gamify e.g. some rewards for x number of logins, x number of transactions, x number of referrals (friends & family) etc
3. In app news- latest updates
4. In-app messages to communicate with customers
5. Two way communication via app chat i.e. allow customers to give feedback, suggestions etc

Promotion

1. Social media campaign
2. Webinars to promote the brand
3. Certified training modules (similar to Microsoft, Salesforce etc etc)

Customer Experience

1. Improve in-app user experience (very easy to use)
2. Assure customers on cybersecurity first; launch biometric (fingerprint, face) login
3. App only product offers

Hello!

Fist of all, I would make good use of the clarifying questions at the beggining of the case to ensure that I understand: 

-Who the client is

-The boundary conditions of the problem

In general, without knowing that data, I would go with some alternatives: 

1. Segment clients and see which segments can be more easily engaged
2. See upsell/crossell opportunities for all segments
3. Analyze churn data on the different segments and see if there are any quick-wins that can be implemented there
4. etc.

Hope it helps!

Cheers,

Clara