Why has the number of attendees joining Hopin events dropped by 30% in the past month?

Introduction

The recent 30% drop in attendees joining Hopin events over the past month is a critical issue that demands immediate attention. As we analyze this product challenge, we'll employ a systematic framework to identify, validate, and address the root cause while considering both short-term fixes and long-term strategic implications.

Our approach will involve a thorough examination of internal and external factors, data analysis, hypothesis generation, and validation. We'll also develop a comprehensive plan to resolve the issue and prevent similar occurrences in the future.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a seasonal component. Has this drop coincided with any particular time of year or event?

Why it matters: Seasonal trends could explain the sudden drop and inform our solution approach. Expected answer: No significant seasonal trends identified. Impact on approach: If seasonal, we'd focus on adapting to cyclical patterns; if not, we'd investigate other factors.

• Considering user segments, I'm wondering if this drop is uniform across all user types. Have you noticed any particular user segments more affected than others?

Why it matters: Identifying affected segments helps pinpoint specific issues and tailor solutions. Expected answer: The drop is more pronounced among first-time event organizers. Impact on approach: We'd focus on onboarding and support for new organizers if this is the case.

• Thinking about recent changes, have there been any significant updates to the platform or pricing structure in the last 1-2 months?

Why it matters: Recent changes could directly impact user behavior and event attendance. Expected answer: A new pricing tier was introduced for larger events. Impact on approach: We'd analyze the impact of pricing changes on event creation and attendance.

• Regarding competitive landscape, has there been any notable shift in the virtual event platform market recently?

Why it matters: Competitor actions could be drawing users away from Hopin. Expected answer: A major competitor launched a new feature set last month. Impact on approach: We'd assess our feature set and value proposition against competitors.

• Considering technical performance, have there been any reported issues with platform stability or user experience in the past month?

Why it matters: Technical issues could deter users from hosting or attending events. Expected answer: Some intermittent performance issues were reported but quickly resolved. Impact on approach: We'd investigate the impact of these issues on user trust and platform reliability.