# Handeling Priorities As a Product Manager, few things keep me up at night like this question: *How do I aggressively push a new product without cannibalizing the revenue of existing cash cows?* When Jio AirFiber—a slick, plug-and-play wireless broadband service—launched, my mission was clear: **drive adoption through in-app promotions**. The catch? The Jio app’s prime real estate was already occupied by money-makers like prepaid recharges and JioFiber ( here’s the catch: *there was also doubt on adoption of AirFiber when JioFiber was already a known, high-performing option* ). Replacing them out for AirFiber ads meant risking revenue, but *not* promoting AirFiber meant missing growth targets. Ah, the classic PM dilemma. ![](https://cdn.hashnode.com/res/hashnode/image/upload/v1753694564945/fc6031d5-3bc1-4788-9e7f-e233ef70e92a.jpeg align="center") ### **The Problem: A High-Stakes Game of Digital Real Estate** 1. **Limited Ad Space**: The app’s most valuable spots were taken by profitable campaigns. 2. **Revenue Tradeoffs**: Replacing them with AirFiber ads could mean losing serious $$$. 3. **Geo Constraints**: AirFiber wasn’t available everywhere, so blasting ads nationwide was wasteful. **Key Challenge**: *How do I promote AirFiber hard where it matters, without blowing up our revenue goals?* ### **The Strategy: Focus on getting Immediate feedback** We considered a few approaches: * **Time-based rotations** (AirFiber every 3rd session) → *Too inconsistent.* * **Targeting heavy data users** → *Not enough correlation with availability.* * **Geo-targeting** → *Bingo.* Show AirFiber **only** where it was live. **Execution:** * **Phase 1 (Pilot)**: Ran AirFiber ads in 9 cities (where AirFiber was launched in it’s Phase 1), replacing Less than **10%** of existing promotions. * **Phase 2 (Analyze):** Tracked CTR, conversions, and revenue impact. * **Phase 3 (Scale)**: Expanded to 20+ cities, using Phase 1 data to justify more ad space. * **Fallback**: Non-serviceable areas kept seeing the usual money-making promos. ### **The Results: Happy Stakeholders, Happy PM** * **15% higher CTR** for AirFiber ads (geo-targeting = relevance = wins). * **<5% revenue drop** from displaced campaigns (vs. a projected 20% if we went national). * **10% faster adoption** of AirFiber as the free reach from the ad space (in Jio’s ecosystem) increased user awareness of the product rapidly. ### **Key Takeaways for Fellow PMs** 💡 **Geo-targeting is your friend** – Prioritize without full displacement. 📊 **Data de-risks scaling** – Pilot first, expand later. 🤝 **Stakeholder love = proof + patience** – Show them the numbers, not just the vision. So, next time you’re stuck between a new product launch and a revenue goal, remember: **geo-fencing might just save your sanity (and your quarterly targets).** 🚀 ---
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Thoughts? Ever faced a similar tradeoff? Drop a comment (or just silently nod in PM solidarity).