Free response · 2.4 Product

Exam-style concept-application task: apply the topic to a new business scenario. Suggested time 12–13 minutes.

FRQ 3 — Concept application (3 points)

Nova Tutors launched a math-practice app two years ago. In year one, sales were low and Nova spent heavily on school presentations to build awareness. In year two, downloads grew 150% and three rival apps appeared. This year, downloads have flattened, and a survey shows 40% of users would switch to a rival offering a lower price. Nova's value proposition is 'for high-school students who freeze on test day, practice that feels like the real exam.'

(A) Identify the current stage of the app's product life cycle and ONE piece of evidence from the scenario. 1 pt

(B) Explain how Nova's marketing focus should change from year two to this year, according to the framework. 1 pt

(C) Recommend ONE innovation or differentiation move consistent with Nova's value proposition, and explain how it helps retain market share. 1 pt