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Data Interview Question

New Market Challenges

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Requirements Clarification & Assessment

To address the underperformance of the Calm meditation app in a new country, it's crucial to clarify and assess the following requirements:

  1. Market Understanding:

    • Cultural Fit: Evaluate whether meditation is culturally accepted or if there are societal norms that may affect its adoption.
    • Demographics: Understand the age, gender, and socio-economic status of the target audience.
    • Competitor Analysis: Identify existing competitors and their market share.
  2. Performance Metrics:

    • Key Metrics: Determine the metrics used to measure success, e.g., user sign-ups, active users, session duration, and revenue.
    • Benchmarking: Compare these metrics against a successful market to set realistic expectations.
  3. Customer Insights:

    • User Feedback: Gather qualitative data on user experience and satisfaction.
    • Engagement Patterns: Analyze how users interact with the app (frequency, duration).
  4. Product and Technical Assessment:

    • Localization: Ensure the app is properly localized in terms of language and cultural references.
    • Technical Issues: Identify any technical glitches or barriers in the user journey.
  5. Marketing Strategy:

    • Channels: Evaluate the effectiveness of marketing channels used.
    • Messaging: Assess if the messaging resonates with the local audience.
  6. External Factors:

    • Economic Environment: Consider economic factors that might influence purchasing power.
    • Seasonality: Determine if the launch timing coincides with local events or holidays.