Should Branch prioritize expanding its deep linking capabilities to more platforms, potentially increasing user reach, or focus on enhancing existing link analytics for better conversion insights?

Introduction

The trade-off we're examining today is whether Branch should prioritize expanding its deep linking capabilities to more platforms or focus on enhancing existing link analytics for better conversion insights. This decision involves balancing potential user reach expansion against improving the quality of insights for existing users. I'll approach this analysis by first asking clarifying questions, then diving into the product understanding, identifying key metrics, designing an experiment, and finally providing a recommendation with next steps.

Step 1

Clarifying Questions (3 minutes)

• Based on our current market position, I'm thinking platform expansion might be critical for growth. Could you share our current market share and which platforms we're not yet supporting?

Why it matters: Helps assess the potential impact of expansion Expected answer: 60% market share, missing integration with emerging platforms Impact on approach: High potential would justify expansion focus

• Considering our revenue model, I assume enhanced analytics directly impacts our bottom line. How much of our revenue is tied to conversion-based pricing?

Why it matters: Determines the financial impact of improving analytics Expected answer: 70% of revenue is conversion-based Impact on approach: High percentage would prioritize analytics enhancement

• Looking at user behavior, I'm curious about the adoption rate of our current analytics features. What percentage of our users actively use our existing analytics tools?

Why it matters: Indicates potential impact and adoption challenges for enhanced analytics Expected answer: 40% active usage of analytics features Impact on approach: Low usage might suggest focusing on adoption before enhancement

• From a technical standpoint, I'm wondering about the complexity of expanding to new platforms versus enhancing analytics. Could you give me an estimate of the engineering effort required for each option?

Why it matters: Helps assess feasibility and resource allocation Expected answer: Platform expansion requires 6 months, analytics enhancement 3 months Impact on approach: Significant difference would influence prioritization

• Regarding our current roadmap, how does this decision align with our Q3 and Q4 objectives?

Why it matters: Ensures alignment with broader company strategy Expected answer: Expansion aligns with Q4 growth targets, analytics with Q3 revenue goals Impact on approach: Would help balance short-term and long-term priorities