Capstone Project : Breaking into product management

Background : Build for bharat - Part 1

The construction worker industry in India which includes 3 parts

● For a builder to find the right set of supervisors for their construction to happen
on time
● The supervisors to find the right set of workers and check their work
● The workers who have to give their status update on a daily basis

It is a cumbersome process , which currently leverages whatsapp as an entity to ensure

smooth communication of the 3 pronged process

The process also includes with use cases such as

1. If the worker says that raw material for construction is finished , they have to
order it as a requisition
2. If the supervisor needs advance , he can ask the builder for the same
3. Payment on time based on milestones set by the supervisor

This entire process is very broken and fragmented since

1. The workers are not of the same persona who can use apps in english and can
do the steps for attendance , requisition and status update
2. The supervisor needs to check his multiple whatsapp groups since he is working
with multiple builders at a time
3. The builder needs to check real time updates but can't as there is no seamless
way to do it Now this industry is a 100 billion dollar industry in India and
efficiency here can lead to mammoth infrastructural growth

Business model :

You are the PM of a construction marketplace where you do the mapping of

supervisors to builders
 1. A builder puts his project details on the app which you build and puts a
tentative quote
2. Multiple supervisor give the revised quote of the project and tentative timeline
3. The builder then selects one and goes ahead with it
4. The supervisor then adds his team on the app and adds milestones on the app
5. On every milestone hit , the builder releases the milestone payment for the
supervisor and then it trickles down to the workers
6. Also if there is a separate invoice for materials or additional effort required , the
worker has to make that requisition since he is on the ground not the supervisor
, which is added to the payment cycle
7. Either as a interim advance payment or payment with milestone

Problem :

As the app has launched in the last 3 months

The builders are easily able to put their projects and get timelines
The supervisor starts the project but the problem faced is that workers dont do three
core things

- Daily update of task status

- Requisitions of materials is done via whatsapp still
- Any additional member brought by the worker is difficult to add by the worker
and notified to the supervisor and since this is done on phone it leads to
conflicts in payments
- E.G the builder would say its not part of the contract and the supervisor would
say that the worker did not add the new worker and hence the conflict

Expectation :

You are hired as a PM for the marketplace and told to understand why the workers are
not able to do the 3 basic tasks on the app
 1. Update attendance and daily task status
2. Add additional members in the app marketplace
3. Not able to place requisitions in the app as it becomes difficult for them to
understand
4. english words like invoice , quantity , requisition

This causes 3 problems

1. Poor retention of workers on the app and hence no value to the worker as
he/she still
2. faces payment issues etc
3. Poor retention of supervisors as they start using the app but since workers dont
use it
4. he/she still has to use whatsapp or email
5. Poor status updates to builders which leads to mammoth delays and overheads
6. The crux of the problem is around the workers

The crux of the problem is around the workers

Q1 : Look at the needs of the workers and understand what would be the ideal
conceptual design for them to better understand the value prop of the app

Q2 : Using the layers of interaction and information design , design a flowchart to

show what action leads to what which would lead to effective discovery of tasks for
the workers E.g should there be a button on the homepage to mark attendance or it
should be part of a setting menu

Q3 : Post the flowchart , Create a wireframe and if possible a prop using visual design
and understand what sort of color scheme or visual scheme will be appealing the
users
- Color
- Typography
- Etc
Q4 : Make an interactive prototype for the same and use invision to make it and submit
the assignment as a group ( the interactive prototype should include the copy of the
message too , it cant be lorem ipsum)

Data for reference :

Check out powerplay’s instagram page and understand the user persona
Also check out infra market and see if you can incorporate any other additional needs
which are relevant to the TG besides explained in the assignment

The PRD of the future - Part 2

Writing a requirement document is key to the success of the PM so here are some
problem statements to write PRD’s for the following innovative features to develop

There are 5 problems each group can choose 1

1. Netflix wants to introduce a watch together feature on its platform like

Teleparty. Write a PRD on what should be the vision of the feature, what
problems you are solving, and success metrics?

2. Alibaba wants to develop the cash on delivery feature for the Chinese market.
Write a PRD on what should be the vision of the feature, what problems you are
solving, and success metrics?

3. Whatsapp wants to introduce the payment feature via WhatsApp. Write a PRD
on what should be the vision of the feature, what problems you are solving, and
success metrics?
 4. Flipkart wants to start the group discount feature where users can create a
group and do a large bulk purchase and get higher discounts. Write a PRD on
what should be the vision of the feature, what problems you are solving, and
success metrics?

5. Google wants to introduce a translate feature in Gmail for folks to send out
emails in local languages adding to ease of access and more retention. Write a
PRD on what should be the vision of the feature, what problems you are
solving, and success metrics? - Group I & J

Part 3

Background: Moving beyond the tech jargon!

Problems Statements:

1. You are a Product Manager at Razorpay and want to test an idea. The
engineering team doesn’t have the bandwidth to design and deploy a new
landing page (They are busy developing the actual feature). You take this
opportunity to design the landing page using a no-code tool of your choice.

You need to:

● Select an idea that might be valuable for Razorpay (the actual idea doesn’t
matter for this assignment, be creative here!)
● Use any no-code tool and design a landing page for your idea.
● No-code tools for reference: Typedream / Webflow / Wix / Carrd.co

2. Edit a webpage using browser inspect

1. Visit:https://www.flipkart.com/apple-iphone-12-purple-64-gb/p/itmfca1e
77621c65
2. Make the following changes on the page using dev tools:
● Change the price of the product to INR 1.
● Change “Buy Now” to “BUY RIGHT NOW”.
● Change the rating to “1”.
 ● Change the color of the “Add to Cart” button to Red.
● Remove the “Flipkart Assured” tag from the page.
● Remove all the bank offers.
● Change Flipkart logo to any other image.
● Take a screenshot and submit it.

Part 4 :

Background: Building a defensible growth loop

You are a PM for Udemy and one of the reasons they say that folks are not completing
their courses and hence the paid user who purchases one course eventually dosent end
up buying another one in the same track rather buys something else because the ticket
size is low

Case 1 : Somebody wants to become a PM , he/she buys an intro course on PM, never
completes it and then doesn't buy the advanced course

Case 2 : Somebody wants to become a PM , he/she buys a intro course on PM and

never completes it ends up buying something else in design and hence buys more and
more courses on Udemy but never completes them, So either the user is lost in the
linear track or is retained but not on the linear track but other Courses. This problem
leads to a big problem for Udemy as they have to keep adding more and more courses
instead of building vertical depth in which a user automatically choose to join the next
course which is recommended

Udemy does have a recommendation module but its not working the way its is
expected

Problem statement

Udemy wants to drive vertical depth as a user who is buying a course should continue
the track and improve the LTV of the product
You as a PM are given this problem and you have to leverage and build new growth
loops for users to continue purchasing courses in the track

1. Build a growth loop using any model, referral model and define a value prop matrix (
value receiver, creator and distributor ) and build a hypothesis of the loop

2. The viral coefficient of Udemy last month was 0.8 and you are given the
responsibility to make it > 1 [ Viral coefficient is measured here in terms of paid users ]

3. Define the growth experiments which will supplement how you increase your viral
Coefficient
a. For example how we can drive more referrals and grow it across
4. Build a growth model with viral coefficient 0.8 and typical purchase cycle of a user is
2 weeks. Users either purchase another course in 2 weeks or not
a. Showcase the number of paid users after 100 cycles
5. The paid user retention monthly is 85%
a. Build a retention cohort and what is the time when we lose 90% of our users

6. After building both retention and viral curves , what is the number of users you will
have post 12 months on Udemy

The reference you can look at

1. Udemy.com
2. Khan academy

Deadline to Submit

1. 7 Feb , 2022 23.59 PM

2. The earlier you submit , the better you will weighted on the score
3. Please use as many external references as possible such as PR releases,
numbers and similar models of working
4. Use the resources in the PPTs given as much as possible