Pretend you're a Product Manager at Google Maps. Your objective is to increase customer engagement with small and medium-sized businesses (SMBs). What do you do? Next, how would you get SMBs to implement your solution?

Introduction

The objective is to increase customer engagement with small and medium-sized businesses (SMBs) on Google Maps. This challenge involves enhancing the value proposition for both customers and SMBs, improving discoverability, and creating incentives for increased interaction. I'll outline a strategic approach to tackle this growth opportunity, addressing both the customer and SMB sides of the equation.

Step 1

Clarifying Questions (3 minutes)

• Based on the growth challenge described, I'm assuming we're focusing on the core Google Maps product rather than a new offering. Is that correct?

Why it matters: This helps frame our growth strategies within existing product capabilities and user base. Expected answer: Yes, we're working with the existing Google Maps product. Impact on approach: We'll leverage current features and user behaviors while introducing new engagement opportunities.

• Are there specific engagement metrics we're aiming to improve, such as clicks on SMB listings, reviews left, or time spent viewing SMB information?

Why it matters: This helps us prioritize our growth initiatives and measure success. Expected answer: We're looking to increase all engagement metrics, with a focus on driving more foot traffic to SMBs. Impact on approach: We'll prioritize features that encourage in-person visits and measure success through metrics like click-to-visit ratios.

• Do we have data on current user behavior patterns related to SMB interactions on Google Maps?

Why it matters: Understanding existing behavior will inform our growth strategies and help identify areas of opportunity. Expected answer: Yes, we have data on search patterns, click-through rates, and review engagement. Impact on approach: We'll analyze this data to identify high-potential areas for increasing engagement.

• Are there any geographic or market constraints we should consider in our growth strategy?

Why it matters: This helps us tailor our approach to specific markets or regions. Expected answer: We're focusing on global growth but with an emphasis on urban areas in developed markets. Impact on approach: We'll prioritize features that cater to urban users and SMBs, with potential for later expansion to other markets.