Launch Google Maps for a new region.

Product Description

Google Maps is a product that allows users to see an interactive map of a specific area. It can be used to calculate and determine the best way to go from A to B, with several different transportation methods (cars, public transport, walk, bike, bike share in some places, Uber or Lyft). It also allows users to add multiple stops. While calculating the route by car, it also allows you to look for specific services (petrol station, food, restaurants). 

Google maps is free for users; it monetizes mostly through Ads and a fee charged to business and developers for the use of their API. 

At this point I will move forward with some clarifying questions. 

Questions

• In which region are we moving?

• What are the reasons behind the launch in the new region (user acquisition …)?

• Why was Maps not launched there before?

• When will the launch be / has it been scheduled already? 

Assumptions

• We are launching in XYZ (assume a country in Asia)

• Market penetration in a new region and setting

• Market was estimated too small before but growing now (higher use of smartphone and more spread access to internet)

• Launch expected a year from now

Goal setting

Because we want to expand to a new market, we can say the goal is to maximize and increase the user base. 

Determine the strategy

Market segment definition: The initial target will be focused on urban areas. We want to get restaurants and shops there, get the right transportations and timing (possible integration with local transport so that the app shows eventual delays). 

Metrics: As we want to expand to the new market and increase the user base, I will focus on acquisition, adoption and possibly retention. 

The success metrics we should observe are:

• Visit to the site or app (mobile vs web)

• # app download 

• # users accessing the app or site for the second time

• # users checking specific paths (how to go from A to B)

  • Average n of times per user (WoW)

Plan

I want to split the plan into three phases: 

• Pre launch

• During launch

• Post launch

Pre launch

• PR / Marketing: We need to have a marketing campaign increasing the awareness of users and local business, as we want them to be listed in the map. These would be two separate campaigns. 

• Geographical area: Depending on the country's condition and density; we might decide to first launch in a smaller, more urban, more densely populated area, and leverage on the positive user experience to expand to other areas.

• Product: We need to make sure that the language spoken locally is available and that the preferred transportation method of users is very well covered and precise. This might require tracking the geographical area to have it as updated as possible. 

• Usability test: Even before launching, we might share the app and make it available to a small (1000 people) but representative set of users, so that we can gather their feedback and track how users use the app and how to maximize the value for them (e.g. new feature, new transportation types e.g. electric bikes or scooters might have different routes and different travel times).

During launch

• PR / Marketing campaign: for restaurants and shops to have users review them (bonus visibility every X reviews)

• PR / Marketing campaign: for users to download the app 

• Pricing: Initial discount to advertise on Google Maps for local stores and restaurants 

Post launch:

• Track of metrics

• Compare funnel data with other markets that have similar characteristics (transportation method, safety, similar lifestyle)

Clarifications/Scope

1. Assuming we would like to launch the google maps in a developing country like Tunisia where majority of the population is muslim and women has started getting liberty a decade ago otherwise was a conservative country. The product is used widely in the other developed and developing countries to get through directions in a user friendly manner. This helps to locate the unknown places very quickly and so people are ready to take thee risk to explore the totally unknown places. If people can't help to give direction then google can help.
2.  Assuming internet has just reached in this market, so tying up maps will be a good opportunity

3. We would like to target the user groups like women as high focus group users. Men . Travel and transport business, home delivery service business

Goal of the product

1. Assuming we would like to launch this product to increase customer adoption and make the customer base. This also matches with the mission of google which to spread content amongst the people.

Strategy

1. I have selected women as high focus group considering it is a muslim society which has moved towards liberalization in the recent past allowing the women equal freedom as men but they are new to the outside world. Hence, google maps can help them to explore the world at their own and it boosts their confidence. It is a economically strong country but internet was apple to penetrate some years ago and still people are doing business manually, physically that reduces the efficiency. This will help to generate the user data to be used further to understand the consumer behavior.

2. Pre Launch

Partnership-

Partner with the cab services/transport system to use it as GPS tracking system in the cabs that provides more security to the commuters. Partnering with the education institutes, restaurents, malls, hospitals by providing them an opportunity to market themselves at Google Maps so that people can locate and use their services.

Partnering with the existing mobile hand set providers who can provide the google maps as a default app in the os alongwith the device.

Publicity

Use social media as most of the youngsters will be using the same along with the search engine. A press note can be released, use of electronic media like new channels, prime magzines to ensure the publicity should reach to those individuals who have just started using internet or still using conventional methods to educate themselves on the new products.

Oral announcements at the public spots including the religious and casual other busy spots.

A press meet in electronic media with a small demo of the product

KPIs

1. Average number of times people hit the google map page during the day
2.  Average number of times people are searching about google maps in google itself
3. Checking with business like hospitals, hotels, restaurents, schools if % of footfall has been increase after the launch of application than before
4. Increase in  the % of sales in devices where it has been embedded as a permanent feature.
5. Increase in % of business like travel and transport before launch and after launch
6. Time spent by the users in a day.
7. Number of trips covered to get the direction

During Launch

Partnership- A campaign activity can be organized along with the business users to ensure how much is the rise in number of users of their product after integrating with google maps. We can share a few goodies to the business users.

A few free offering can be given like if you use the google maps extensively for these many hours then we can give free coupons for vechile service. This is for travel business, delivery business .

Launch Online:

Google Play, App Store campaign, Google Search ads

Social media campaign

Launch Offline:

Ads at airport, transit center, street with download link

TV commercials to highlight use case

Publicity- We can continue organisaing the events at public places, societies to ensure wide publicity of the product

Post Launch

Measuring the objectives with KPIs, surveys and Retrospect

Evaluation and summary

I would like to recommend launch of google maps in the country like Tunisia as it has rich economy and liberalized community which is trying to connect with the world through the various online sources. The tie ups with various businesses and incentivizing them to enthusiastically participate is a key to publicity. One of the benefit will be the data about user history is collected in google itself using the algorithms which can be used further. It will give to rise in business activity and any new user will be able to search the location with confidence and explore the place with a better user experience.