Snapchat Growth Strategy for Indonesia's Mobile-First Gen Z Users

Snapchat wants to grow in Indonesia. As a product manager, what would your expansion strategy be? ```hint Find the gap on the home screen Young Indonesians already spend their day in a few dominant apps. Work out which need Snapchat can meet better than those apps for this audience, and what would stop a new user from sticking around. ``` ### Clarifying Questions - What is Snapchat's footprint in Indonesia today: are we starting from almost no users, or growing an existing base? - Is the main goal daily active users, engagement among current users, or advertising revenue? - Which age group should I focus on, given that Snapchat requires users to be at least 13? - Are there constraints to know about, such as a local team, a timeline, or regulatory issues already in play? ### What a Strong Answer Covers - A clear goal and a target segment within Indonesia's large, young, mobile-first population, with the reason for the choice - The competitive gap: what Snapchat's camera, close-friend messaging and AR offer next to the messaging, video and photo apps Indonesians already use - Market-specific barriers: budget Android phones and data costs, the friend-network cold start, language and culture, and regulation - Prioritized solutions in phases from activation to local content to monetization - A north-star metric with guardrails for performance, safety and compliance ### Follow-up Questions - Week-one retention in Indonesia is far below other markets even though installs are strong. How would you diagnose it? - How would you design a Ramadan campaign that creates friend connections rather than one-off Lens use? - The regulator asks for faster takedowns of reported content. How does that change your roadmap?