Should Ketto prioritize increasing the number of fundraising campaigns or focus on improving the success rate of existing campaigns?

Introduction

The trade-off question at hand is whether Ketto should prioritize increasing the number of fundraising campaigns or focus on improving the success rate of existing campaigns. This scenario involves balancing growth in campaign volume against enhancing campaign effectiveness. I'll analyze this trade-off by examining the product ecosystem, key metrics, and potential impacts on various stakeholders.

Step 1

Clarifying Questions (3 minutes)

• Context: I'm thinking Ketto is facing growth challenges. Could you share more about the current growth rate and market position?

Why it matters: Helps understand the urgency and scale of the decision. Expected answer: Moderate growth, competitive market. Impact: Higher growth might favor campaign volume, while market saturation could prioritize success rates.

• Business Context: Based on the fundraising model, I assume Ketto takes a percentage of successful campaigns. Is this correct, and are there other revenue streams?

Why it matters: Directly impacts the financial implications of the trade-off. Expected answer: Percentage-based model with additional services. Impact: A pure percentage model would lean towards improving success rates.

• User Impact: I'm considering both campaign creators and donors. Can you provide insights into user retention rates for both groups?

Why it matters: Retention is crucial for sustainable growth and could be affected by either strategy. Expected answer: Moderate retention, with room for improvement. Impact: Low retention might prioritize success rates to build trust and repeat usage.

• Technical: Thinking about scalability, what's our current platform capacity for handling increased campaign volumes?

Why it matters: Technical constraints could limit the viability of rapidly increasing campaign numbers. Expected answer: Scalable infrastructure with some headroom. Impact: Limited capacity would favor focusing on success rates over volume.

• Resource: Considering our team structure, do we have dedicated resources for campaign success and acquisition separately?

Why it matters: Resource allocation could influence which strategy is more feasible. Expected answer: Some overlap in teams, with potential for specialization. Impact: Specialized teams might allow pursuing both strategies simultaneously to some degree.