Should upGrad prioritize expanding its course catalog or improving existing course quality to drive student enrollment?

Introduction

The trade-off question at hand is whether upGrad should prioritize expanding its course catalog or improving existing course quality to drive student enrollment. This scenario involves balancing growth through new offerings against enhancing the value of current courses. I'll analyze this trade-off by examining the product context, potential impacts, key metrics, and experimental approaches to inform a strategic recommendation.

Step 1

Clarifying Questions (3 minutes)

• Business Context: I'm thinking upGrad's revenue model might be subscription-based or course-by-course. Could you clarify how upGrad generates revenue and if there are any specific growth targets we're aiming for?

Why it matters: Helps align our strategy with the business model and growth objectives. Expected answer: Primarily course-by-course with aggressive growth targets. Impact on approach: Would influence whether to focus on breadth (new courses) or depth (quality improvements).

• User Impact: Based on the trade-off, I'm assuming we have data on student preferences. Can you share insights on whether students value course variety or course quality more when making enrollment decisions?

Why it matters: Directly informs which approach would likely drive higher enrollment. Expected answer: Mixed preferences, with a slight lean towards quality. Impact on approach: Would help prioritize improvements in existing popular courses.

• Technical Feasibility: Considering the two options, I'm curious about our technical capabilities. How easily can we scale our platform to accommodate new courses versus implementing quality improvements?

Why it matters: Affects the feasibility and timeline of each option. Expected answer: Platform is scalable, but quality improvements require significant backend work. Impact on approach: Might favor catalog expansion in the short term while planning for long-term quality enhancements.

• Resource Allocation: Given that both options require investment, I'm wondering about our current resource allocation. What's our current split between new course development and existing course maintenance?

Why it matters: Helps understand the potential for reallocation or need for additional resources. Expected answer: 70% new development, 30% maintenance. Impact on approach: Could suggest a more balanced approach or justify maintaining current focus.

• Timeline Considerations: Thinking about the urgency of driving enrollment, what's our target timeline for seeing significant impact from whichever strategy we choose?

Why it matters: Influences whether we should opt for quick wins or long-term investments. Expected answer: Aiming for noticeable impact within 6 months. Impact on approach: Might lean towards a hybrid strategy with immediate catalog expansion and phased quality improvements.