Capstone project for Growth & Adoption

City six: fix it before you fund it

A month ago the Mangrove app launched in its sixth city. Launch posters and a first-order coupon brought 40,000 sign-ups, but only about 14,000 placed a first order and about 3,100 placed a second within 14 days, roughly half the rate of the established cities. About 1 in 5 first orders arrived late or with an item cut; the median "Now" delivery at the evening peak is 38 minutes citywide, but 29 minutes in the two districts closest to the city's stores. Customers get about 7 marketing pushes a week and are asked for notification permission on the first screen. A survey of 260 customers with two or more orders gives 33% "very disappointed" overall. Marketing holds a $400,000 launch budget and wants to spend it next month. Decide what should happen, and show your working.

What you hand in

A one-page fit scorecard for the city, split by district and by coupon and non-coupon customers, using the survey and the weekly retention curve, with thresholds set before you read the results
An onboarding map from install to the first "30 minutes, really?" moment, with drop-offs, an activation metric checked against retention, and ranked fixes that include the first delivery
A notification plan with message types, a weekly budget per customer, quiet hours, the permission moment and a holdout
One growth loop, either referrals or shareable carts, mapped step by step and costed per incremental customer still ordering at week 8
A one-page go/no-go on the $400,000: what to spend now, what to hold, and the gates that release the rest

Check your work

Tick each item when your project meets it. Be strict: this is the rubric the reviewer uses.

The fit check is segmented (at least by district and by coupon use) and does not rely on sign-ups or one blended curve
The survey sample is defined correctly: customers with two or more orders, one of them in the last two weeks, with enough answers per segment
The onboarding map treats late or incomplete first orders as part of onboarding and brings operations into the fixes
The activation metric matches a weekly grocery rhythm and is checked against retention before it becomes a goal
The notification plan separates transactional and service messages from marketing, sets a cap and quiet hours, and moves the permission request to a moment of clear value
The growth loop is costed with rewards on both sides, fraud, cannibalisation from a holdout and week-8 retention
Every engagement or growth mechanic passes the screen test, with no fake urgency, preselection or hard-to-cancel steps
The budget decision ties each release of money to a gate with a number, a date and a named decider

0 of 8 checked

Model answer

The model answer opens once your capstone passes the review, so you can compare your work with an outline of a strong submission.

Hand in your capstone

Your links are checked automatically, then the work is scored against the rubric above, item by item, with comments. A pass counts toward the course certificate and shows on your profile.

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