Go to Market project ToDo Project | Microsoft

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Go to Market project ToDo Project | Microsoft

ToDo - Task Management App for individual users

Pre-GTM

1. Define the Problem & the context

It's 10th March, As the Growth Manager at for ToDo at Microsoft, My Goal is to grow the MAU (Monthly active users) by 4M in FY2024 (i.e. July 2023 to June 2024). Achieved 3M growth so far and expected to add 0.4M from upcoming initiatives.

2. Define the Goal

Increase 0.2M MAU in 1 month with no additional budget in terms of money and engineering resources.

3. List Down all the input levers to that goal

Given it Lean and have time constraint, would prefer to leverage existing channel and double down on partner integration. As M365 subscription is growing and Word integration has worked very well in past while it was not explored completely.

To get 0.2M (200K) additional MAU we need to increase the New Users at least by 300K given the nuke impact over the period.

Word has 300M User base and would like to nudge the user for ToDo add via Word Interface

300M Word Users
60M (20% User Commenting)
1.2M (2% to Click on the nudge)
360K (30% to Install & Activated) New Users

4. The Users

ICP - Prioritize Information Worker

Description	Information Worker	Frontline Worker
Age	30 - 60	20 - 60
Education Level	Graduate and above	High School+
Key Role & Responsibilities	Managing Team, Managing Project, Senior Role / Architect / Developer, Individual Consultant, Marketing Team Member	Floor Job Delivery Agent Attendant
What Company	MNC - IT Company, Auto, Manufacturing SMB (100+)	Retail Chain Logistics Hospital
Time Vs Money	Time > Money	Money > Time
Feature they value	Task Management from different interface, Different Views, Task Assignment, Collaboration, Partner Integration Outlook & Calendar	Task Reminder & Notification, Tasks Collaboration, Calender View
Frequency of Usage	3+ Days in Week	4+ Days in Week

Prioritize MS-Word Users

Description	MS-Word	MS-PPT	MS-Excel
Frequency of given ICP	High	Med	Med
How Important are given app	High	Med	Med
ToDo Value Addition (Comments and @)	Yes (High)	Yes (High)	Yes (Med)
New User Opportunity?	High	Med	Med

5. User Segmentation

MS-Word Users

Microsoft ToDo is bundled with M365 and can enable users to capture the task from any of the M365 apps and track them in ToDo, i.e., a single pane of glass for all tasks. It is a unique competitive perspective and value addition for Partner (M365 apps) and a great value addition to users.

Integrate tasks from Comments in MS-Word into Microsoft eco-system and populate them in ToDo. Improve ToDo Discoverability from MS-Word (Refer to Experiments for details).

Improve productivity of MS-Word Users and therefore increase engagement in MS-Word App. Competitive advantage as compared to other editing software.

Pitch

6. Channel and Distribution Documents

Product - Internal Integrations

Structure	Description
Goal	Integrate ToDo with MS-Word Comment Window to grow New Users
OKR Alignment	Increase ToDo New Users by 0.3M
ICPs	Information Worker
Key Messaging	Manage all your task at one place
User Stories	User adds comment with @ to co-worker which then nudge co-worker to ToDo
Mock Ups	Refer in Pitch Section
Ramp-up milestones	Launch in US Region and then follow it in other regions
Timelines	Launch in next 2 weeks
Channels	Internal Integration

User Journey

User Bob opens MS Word Document to review the document and adds the comments for John.
John Opens the MS-Word Doc to check the comments and finds the ToDo nudge near comments.
John Installs ToDo -> Open and gets an Aha moment to discover all the tasks in one place from all the Word documents.
John tracks the work in ToDo and work on given comments and later resolves it in Word, which gets sync with ToDo.
Bob gets notified about the task being completed and gets prompt to track all tasks (including the one that he assigned to the other) in ToDo.

7. Project Planning

Today: 10'th March

Date	Out Come / Milestone	Driver
17 March	ToDo and Word Integration Completed	Product
20 March	Release to Internal Ring	SME
20 March	Create Blocks, Update Documentation	Marketing
22 March	Release	Product

8. Cross Functional Alignment

Communication Plan to Stakeholder

Manager: Update about the current gap and potential opportunities (1st March)
Manager, Product, + Partner Manager: Analyze the data and value (5th March)
Product Team: Enquire about feasibility and timeline (6th March)
Manager, Product, + Partner Manager: Present the plan, Mock-Ups (8th March - Nudge)
Self Team, Product Team: Check on final green on integration (8th March)
Manager, Product, + Partner Manager: Present the final plan along with impact and ask to commit

During-GTM

1. Set Milestones

First Week New Users: 120K

Second Week New Users: 100K

Third Week New Users: 50K

Fourth Week New Users: 30K

2. Analyse & Communicate

22 March:

To: Manager, Product, Product Manager

CC: Self Team

Message: ToDo is now integrated with MS-Word and is live from 23 March

30 April:

To: Manager, Product, Product Manager

CC: Self Team

Message: ToDo integrated with MS-Word has successfully released to the worldwide

Post-GTM

1. User Calls

Chris is a Product manager working for Disney. He has send us feedback to expand the integration with other MS Products. As part of it we were able to connect and learn more about use cases from user perspective.

Ramesh was not aware of ToDo app and discovered it ToDo. It helped him to manage all his task under one roof. He was surprised to find it did not work for Excel and reached Microsoft for the same.

2. Look at data

ToDo Integration worked as expected with MS-Word for English language while conversion rates were low for other languages.

We expected 120K new user in the first week. We observed the adoption was low initially and later picked up. Usually it was the second nudge that helped to register the feature with customer.

Instead of 2% CTR from nudge it turn out to be 1.65% however the conversion post that to active user was more than anticipated (i.e 35% instead of 30%). It indicates ToDo has more scope in discovery and should focus on same.

3. Debrief

30 April 2024

Integration with MS-Word helped to achieve its target of 315K new users (i.e. 208K MAU). Customer loved the integration and asked to expend it to other MS Products like PPT and Excel.