STRATEGIC PROGRAM MANAGEMENT CASE: ADDING FEATURES TO AN ESTABLISHED SITE

About Us
Media.net is a leading global advertising technology company that develops innovative products for
both publishers and advertisers. Since its founding, Media.net has made substantial investments in its
business and built one of the most comprehensive portfolios of advertising technology in the industry
across search, mobile, display, native, local, products and video. Its platform and products are licensed
by some of the largest publishers, ad networks and other ad tech companies worldwide.
By market cap, Media.net is one of the Top 5 largest ad tech companies worldwide.
By revenue, Media.net is the second largest contextual advertising business worldwide.
Media.net has 800-plus employees in key operation centers across - New York, Los Angeles, Dubai,
Zurich, Mumbai and Bangalore. Media.nets US HQ is based in New York, and Global HQ in Dubai.
CASE BACKGROUND
Online real estate market has grown exponentially in the last decade, and it has become a flourishing
industry for newcomers. It is also a crowded market with many established players like Magicbricks,
99acres.com, commonfloor etc. Not only buying and selling property, but rentals and short term stays
come under the umbrella of these big players. Considering the shortage of any new avenues other than
the ones already in use, like property, rentals, roommates etc, companies are now trying to think of
innovative methods to attract customers and build a sustainable competitive advantage.
For the purpose of this case, you are the Product Manager of such a hypothetical established player,
let's call it "PropertyParadise.com" (Our hypothetical site can be assumed to be identical in functionality
and user-base to the market leader(s) in the industry, which are Magicbricks, 99acres.com,
commonfloor).
As the product manager you are responsible for the initiatives mentioned below. Please provide the
best set of responses that you can in this context.
PART 1
Suggest new features that should be added to propertyparadise.com site or its mobile apps. List the
highest-impact feature that can be added for each of the goals listed below:
o User Acquisition
o User Engagement or Retention
o Monetization

Expected Response
Three features. A name and a 2 sentence description for each of the three.
Please explain (50 to100 words) why each feature is the highest impact feature for its chosen
goal.
A maximum of 1 page of text
From your suggested 3 features, select the highest value feature that you can identify. Describe in
detail your chosen features value proposition both to the user and to the site/app.
1. Please ensure that you:
a. Provide UI mocks and explain the feature in detail
b. Identify the goal that you are trying to achieve.
c. Describe how this feature facilitates this goal
d. Identify the metrics that would help you measure whether the feature is achieving its
goal or not
e. Identify the metrics that may be negatively impacted and explain how you would
monitor them
2. Additionally, attach a blog post introducing (and pitching) the feature to the site's users.
Expected Response
Blog Post: A maximum of 300 words
Feature Mockups: Create wireframes/high fidelity mocks using a prototyping tool such as
Balsamiq and export to static images. (Free trials at http://balsamiq.com/).
Feature Descriptions, Metrics and Commentary: A maximum of 2 pages of text or 10 slides in
addition to the blog post and mockups.
PART 2
You have been tasked with creating an additional revenue stream for propertyparadise.com propose
an additional monetization mechanism. (You can select a feature from the 3 you have suggested above,
or pick a new feature altogether.)
1. Describe your proposed scheme. Make sure to include details of the new product features that
would have to be built, the marketing strategy you would follow, and the partnerships you
would look at, if any of these were relevant to your proposal.
2. Build and present a 3 year revenue estimation model for the feature. Make sure you provide all
calculations underlying your assumptions in as much detail as is available to you
3. What are the metrics that you would track to ensure that this feature is performing adequately?
Also list the first areas that you would investigate if these metrics were not performing as
expected and the changes you would make to improve performance.
4. Would your monetization feature have any (even minor) negative impact? If so, how would you
measure this? What processes and metrics would you use?

Expected Response
Monetization Mechanism Description, Metrics and Commentary: A maximum of 2 pages of text or 10
slides in addition to a single calculation sheet for the revenue-estimation model.
EVALUATION CRITERIA
This submission will be used to shortlist you for subsequent rounds. The following criteria will be used to
judge your submission:
Structure of the document
Articulation, language, written communication skills
Strategic thought process
Usability of the proposed features
Depth and precision of research
Rationale used to support arguments
Feasibility, practicality and effectiveness of the recommendations
Additionally, we will take a deep dive into this case during the interview rounds.