Winning Back Loom Usage After Slack Ships a Competing Video Tool

Slack has recently launched SlackShare, a product that competes directly with Loom. You lead growth for Loom, and usage of Loom's core product has been falling steadily as a result of Slack's launch. Build a growth strategy that reverses the decline, covering the three parts below. State and test your assumptions and support them with numbers; real data on these products won't be available to you, so you may use invented metrics and figures as long as you label them as illustrative. ### Clarifying Questions - How is usage of the core product measured: videos recorded, videos watched, weekly active creators or paid seats? How fast is it falling? - Is the decline concentrated in teams that work mostly in Slack, or spread across customers who use other chat tools too? - Is SlackShare included in existing Slack plans, and how does it compare with Loom on recording, editing, transcripts and viewer analytics? - Should the strategy protect paid revenue first, or total usage including the free tier? ### Part 1 — Segmentation, targeting and positioning Segment Loom's users, decide which segments to defend, which to grow and which to give up in light of SlackShare, and state how Loom should position itself against a competitor built into Slack. ```hint Where is built-in good enough? A built-in tool wins wherever "already there and good enough" beats "better but separate". Find the users for whom that holds and the users for whom it does not. ``` #### What This Part Should Cover - Segments defined by use case and audience, with each one's exposure to SlackShare. - A justified choice of where to defend, where to grow and where to concede. - A positioning statement that sets Loom apart from a chat-native video tool. ### Part 2 — Driving adoption Explain how you would win back and grow usage in your target segments: the product, distribution, pricing and go-to-market moves, and the order in which you would run them. ```hint Follow the videos Look at where Loom videos are recorded, shared and watched today, and ask whether competing with Slack's surface or working within it gives Loom more reach. ``` #### What This Part Should Cover - Product moves that both remove friction relative to SlackShare and deepen what Loom does better. - Distribution and pricing levers tied to specific segments. - A sequenced plan with a rough expected impact for each initiative. ### Part 3 — Success criteria and metrics Define what success looks like and how you would measure it, including how you would tell that the decline is reversing because of your plan rather than for other reasons. ```hint Two sides of every video Loom usage has creators and viewers. Decide which side's activity best shows recovery, and which numbers could improve while the business keeps shrinking. ``` #### What This Part Should Cover - A primary success metric and time-bound success criteria. - Leading indicators and guardrails. - A method for attributing the change to the strategy. ### What a Strong Answer Covers - Diagnosing which users are leaving and why before prescribing a strategy. - A consistent thread from segmentation to positioning to adoption levers to metrics. - A realistic view of competing with a bundled product, including when to work with Slack instead of fighting it. - Labeled, internally consistent assumptions and numbers. ### Follow-up Questions - Slack offers to make Loom the default video recorder inside Slack in exchange for a revenue share. Would you accept? - Six months in, videos recorded are back to pre-launch levels but paid seats are still falling. What does that tell you, and what do you do? - How would your strategy change if SlackShare were free for every Slack user, including free workspaces?