Strategy question
How would you increase adoption of Google's Fiber to the Home product?
- Strategy
- Medium
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What this question tests
Growth strategy for a capital intensive infrastructure product where adoption, not just awareness, is the real bottleneck.
How to approach it
- Clarify the funnel stage: awareness of Fiber may already be decent in serviceable areas, so the real bottleneck is likely conversion from available to subscribed, or expansion into new serviceable areas.
- Segment by availability: households where Fiber is already available but not adopted, versus households in areas without infrastructure yet.
- For available but unadopted households, identify barriers: switching costs from an existing provider, installation friction, or lack of awareness that Fiber is actually available at their address.
- Propose fixes: a simplified switch process with a competitor contract buyout offer, and hyperlocal marketing specifically to addresses confirmed as serviceable.
- For expansion into new areas, propose prioritizing cities based on projected adoption rate and installation cost, rather than pure population size.
- Define success as adoption rate among serviceable households, not just total subscriber count, since infrastructure cost is fixed regardless of adoption.
What a strong answer includes
- Separates the awareness problem from the adoption problem, correctly identifying that availability doesn't equal adoption.
- Proposes a concrete switching cost reducer, a contract buyout offer, addressing a real, known barrier to changing internet providers.
- Gives an illustrative number, for example assuming adoption in serviceable areas is currently around 30 percent and targeting 45 percent.
- Frames new market expansion around projected adoption rate, not just population, showing awareness of Fiber's high fixed infrastructure cost.
Common mistakes
- Treating this as a general marketing awareness problem without addressing switching cost, the more likely real barrier.
- Ignoring that infrastructure cost is fixed and sunk once built, meaning adoption rate in existing areas is more valuable to fix than fast expansion.
Likely follow-up questions
- How would you prioritize which serviceable areas to focus adoption efforts on first?
- How would you model the ROI of expanding into a new city versus improving adoption in existing ones?
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Learn the skill behind it
Chapters of the AI PM course that teach what this question tests.
- Chapter 4: Discovery and strategy for AI products
- Chapter 9: Prove it paid off: outcomes, economics, and pricing
- Chapter 14: Get the job: the AI PM interview loop