Marketing and Product Management

UC Berkeley's ENGIN 270G exposes students to diverse product and marketing techniques through real-world company analysis, emphasizing modern methodologies' impact on go-to-market and product development strategies.

For our final project, my team studied the marketplace for Locket app. We conducted various "lean startup" methodology market tests, including:

1. App download metrics to establish where Locket currently stands compared to other competitor apps

2. Blind survey on Instagram to test app's first impressions

3. Blind survey on Discord to test if app name/logo creates a bias

4. In-depth interviews with couples and singles to test if different target audiences have different motivations and preferences when using the apps

5. A/B testing with a different group of couples and singles to test if the lack of an alternative plays a role in retention rates

After all this effort in collecting the data, we conducted a SWOT analysis, formulated a user persona, and devised a marketing strategy for Locket. Our plan involved measures to establish user validation using social media and partnerships, along with tactics for competitors' distinction and new app features validated by current user reviews.