This is the kind of question that sounds straightforward until you're actually in it.
Start by clarifying what 'new user base' means (e.g., first-time bookers vs. app downloads) and the timeframe. Then structure your answer around a growth equation (new users = traffic × conversion × retention), identify the biggest levers for Airbnb, and propose 2-3 high-impact initiatives with a test-and-learn approach.
Pro tip: Anchor your answer in Airbnb's unique strengths—trust, community, and two-sided network effects—and show how you'd measure success with a clear metric tree and guardrail metrics to avoid sacrificing quality for growth.
Define what 'new user' means (e.g., first booking, account creation) and the 3x target timeframe. Ask about budget, geographic focus, and any strategic constraints.
Break down the current new user acquisition funnel: awareness, consideration, conversion, and retention. Identify which stage has the biggest drop-off or highest leverage for 3x growth.
Brainstorm potential levers across acquisition (e.g., referrals, SEO, partnerships), activation (e.g., onboarding, first booking incentive), and retention (e.g., repeat bookings). Prioritize by impact, effort, and alignment with Airbnb's brand.
Select 2-3 initiatives to pilot, define success metrics (e.g., CAC, conversion rate, LTV), and outline an experimentation roadmap with clear hypotheses and guardrails.
Specify how you'll measure incremental impact (e.g., holdout groups) and the criteria to scale successful initiatives. Include potential risks and mitigation.
AI-generated suggestions, not part of the candidate's original notes. May be inaccurate — verify before relying on them.