Is it better for Medium to focus on growing the user base or increasing engagement of existing users?

Introduction

The trade-off between growing Medium's user base and increasing engagement of existing users is a critical strategic decision. This scenario involves balancing acquisition efforts with retention and deepening user involvement. I'll analyze this trade-off by examining the product ecosystem, metrics, and potential experiments to inform our decision.

Step 1

Clarifying Questions (3 minutes)

• Context: I'm assuming Medium is facing growth challenges. Could you provide more context on the current state of user growth and engagement trends?

Why it matters: Helps understand the urgency and scale of the problem Expected answer: Slow user growth but stable engagement Impact: Would focus on acquisition strategies if confirmed

• Business model: I believe Medium uses a freemium model with paid subscriptions. Is this still the primary revenue source, or have there been changes?

Why it matters: Aligns solution with revenue generation Expected answer: Subscription is still primary, but exploring new monetization Impact: Would consider strategies that drive both growth and conversion

• User segments: Are we considering all user types (readers, writers) equally, or is there a specific segment we're more concerned about?

Why it matters: Tailors strategies to most impactful user groups Expected answer: Focus on increasing active writers Impact: Would prioritize creator-centric engagement tactics

• Technical constraints: Are there any major platform limitations or ongoing infrastructure projects that could affect our ability to implement new features?

Why it matters: Ensures proposed solutions are technically feasible Expected answer: Recent migration to a new content delivery system Impact: Would consider solutions leveraging new system capabilities

• Timeline: Is there a specific timeframe we're working within for seeing results from this initiative?

Why it matters: Influences short-term vs. long-term strategy balance Expected answer: Aiming for significant impact within 6 months Impact: Would focus on quicker wins while laying groundwork for long-term growth