What factors are contributing to the 30% decrease in new sign-ups for Starry's gigabit internet plans over the past month?

Introduction

The recent 30% decrease in new sign-ups for Starry's gigabit internet plans is a critical issue that demands immediate attention. To address this problem effectively, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both short-term and long-term implications.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a seasonal component. Has this 30% decrease been compared to the same period last year?

Why it matters: Seasonal trends could explain the fluctuation and impact our approach. Expected answer: Yes, it's been compared and is still significant. Impact on approach: If seasonal, we'd focus on year-over-year strategies rather than immediate fixes.

• Considering user segments, I'm curious if this decrease is uniform across all customer types. Are we seeing any differences in sign-up rates between residential and business customers?

Why it matters: Different segments may require tailored solutions. Expected answer: The decrease is more pronounced in residential sign-ups. Impact on approach: We'd prioritize addressing residential customer needs and marketing strategies.

• Given the specificity of the 30% figure, I'm wondering about our measurement accuracy. Have there been any recent changes to our analytics or reporting systems?

Why it matters: Ensures we're solving a real problem, not a data anomaly. Expected answer: No recent changes to analytics systems. Impact on approach: If there were changes, we'd first validate our data collection methods.

• Thinking about recent product changes, have we implemented any modifications to our sign-up process or pricing structure in the past month?

Why it matters: Recent changes could directly impact sign-up rates. Expected answer: A minor update to the online application form was made. Impact on approach: We'd closely examine the impact of this change on user behavior.