The Scenario
A South African online banking app wants to reduce their customer acquisition cost (currently R180 per customer via paid ads). They believe a referral programme could acquire customers for under R80 each.
The Brief
Design a complete referral programme. Define the incentive structure for both sides (referrer and referee), calculate the viral coefficient, and project the impact on monthly growth.
Deliverables
- The incentive structure: what the referrer gets, what the referee gets, and when each reward is triggered
- A viral coefficient calculation: invites per user × conversion rate = K-factor, with realistic assumptions
- A 6-month growth projection comparing organic growth vs organic + referral growth
- One anti-fraud mechanism to prevent referral abuse
Submission Guidance
A K-factor above 1.0 means viral growth. Most referral programmes achieve 0.2-0.5. Be realistic about your assumptions.
Submit Your Work
Your submission is graded against the rubric on the right. If you pass, you get a public Badge URL you can share on LinkedIn. There is no draft save, so work offline first and paste your finished response here.