Team Tink R' Labs aims to create an educational platform for children. It would allow parents to select and manage age-appropriate content across devices. The initial opportunity targets 20 million American children aged 4-11 who use online devices. The founding team has experience in education, technology and startups. Customer research found parents want help controlling content but not a paid service. The team will focus on a COPPA-compliant analytics app for parents and a content platform for providers.

2.  Team Name – Tink R’ Labs
 Initial Idea
A device agnostic platform that enables distribution
and management of high quality educational and
entertainment content for children.
 Initial Size of Opportunity
Dual-sided opportunity targeting 20,000,000
American children aged 4-11 who use online devices
and educational content providers

3.  Henry Hsiao
◦ Mattel Inc.
◦ Digital and Web business / technology experience
◦ Conceived initial idea
 Daphne Luong
◦ Tellme Microsoft
◦ High tech startups, education non-profits.
◦ Engineering management, bringing version 0 products to scale
 Tanuja Singh
◦ AT&T
◦ Lead Technical Architect, Educational non-profit
◦ Application Architecture, Technology and Business Roadmaps
 Michael Bowers
◦ Research Affiliates
◦ Background in Management Consulting and Asset Management
◦ Business model research, advanced financial modeling

4. Risk
2 channels
7 value props
6 partners

5. Parents
 Willing to pay to control their children’s online
experience through selecting and managing
educational and entertainment content
 Valued a device agnostic experiences for their
children
Content providers
 Seeking multiplatform distribution
 Unhappy with the Apple ecosystem
 Wanted additional analytics on user behavior

6.  Interviewed 50 parents in person
 Interviewed 3 child-focused content
providers and publishers
 Observed the technology usage behavior of
parents and children
 Researched existing solutions and
technologies
 Researched industry

7. Parents
 Concerned about controlling content and
managing online experience, but not
willing to pay for a service
 Not concerned about device agnostic
experiences for their children
Content providers
 Multiplatform distribution is nice to have,
but not worth the effort to adapt content
 Unhappy with Apple ecosystem – but
benefits outweigh sacrifices and they are
skeptical of an alternative
 Want more data as user behavior is a
blind spot, but only a nice-to-have as
they perceive a level playing field

8. 1. COPPA Edutainment AppStore
2. Edutainment Content Platform
3. Kid Screentime Analytics

9. Key Activities Key Partners Value Customer Customer
Proposition Relationships Segments
- App - Help parents - Parents: - Two-sided
- Content developers Automated
discover good, age market,
discovery - Toy/Game services
and subject connect
Co. appropriate - Content content to
- Content rating - Publishers Provider:
content users
and review by - Entertainment Co-creation
- Provide one-stop-
experts Co. - Communitie
shop for kids edu- - Parents with
- Educators taiment content s k-8th grade
- Provide “Seal of
Key Resources - Allow parents to Channels children
Approval” (?)
search and
structure their - Parents with
- Provide user - Engineers/I - Direct web
kid's content and K-6th grade
specific T channel
curriculum children
recommendatio - “Experts” /
- Provide content
ns reviewers - Advertising on
providers with - Content/game
- Marketers social networks,
consumer insights providers
- COPPA parent lists &
- Provide expert
compliance magazines
ratings and reviews
+ user ratings
Cost Structure Revenue
(parents/kids)
Streams
- Platform / webservices
design, development, and operation - Subscription fee
- Marketing expenses - Freemium
- On-going content discovery/rating/reviews - Premium content fees
- Ad revenues

10. Key Activities Key Partners Value Customer Customer
Proposition Relationships Segments
- Toy/Game Co. Content Providers: - Co-creation - Content /
- Platform - Entertainment - Automated
- Simplify authoring game
Development Co. services
content tool providers
- Educators - Alternate revenue
- Recruit brand- - Educational model for content - Parents with
name content Institutions distribution k-8th grade
providers - Textbook - Specialized content children
publishers distribution
- Targeted
Key Resources platform Channels - Parents with
Marketing
K-6th grade
- Engineers Parents: children
- Direct
- Content - Device agnostic
relationship
providers education and
with content
- Content library entertainment
providers
- Marketers platform (HTML5?)
- Direct web
- Brand
channel
Cost Structure Revenue
Streams
- Platform design, development and - Platform license fee (?)
maintenance - Premium content fee
- Marketing expenses - User analytics data to content provider

11. Key Activities Key Partners Value Customer Customer
Proposition Relationships Segments
- App platform Parents: - Automated - Parents with
- Platform developers services
- Monitor & k-8th grade
Development - App developers benchmark children
children’s progress
- Targeted
- Motivate children - Working
Marketing
through rewards & parents with K-
recognition 6th grade
- COPPA
- Know children’s children
compliance
Key Resources media usage time Channels
and usage content.
- Engineers - Direct web
App developers:
channel
- Customer usage
insights
Cost Structure Revenue
Streams
- Platform design, development and - Subscription fee
maintenance
- Marketing expenses

12. Key Activities Key Partners Value Customer Customer
Proposition Relationships Segments
- Schools / teachers Teachers: - Teachers of
- Platform / Portal - Educators - Relevant, engaging Teachers: 3rd to 5th
Development - Content providers - Co-creation
, effective lesson grade
- Curriculum
plans for children classrooms
- Establish content
developers
- Safe way to expose - Middle
relationship with
students to school(?)
schools/teachers
internet - High school(?)
(US +
international)
Key Resources Students: Channels
- Exposure to other
- COPPA
- Engineers cultures, writing Still selling
compliance - Through school
skills, communicati
- Marketing
on skills, both
districts or through
- Curriculum / - Business / directly with
content relationship teach & learn.
teachers
schools and
development - Through teachers
parents
Cost Structure Revenue
Streams
- Platform design, development and
maintenance - Sponsorships
- Procure classroom participations (US + - Subscriptions
international)
- Content development

13.  More customer validation
◦ Parents (interviewed 30 parents)
◦ Teachers (interviewed 7 teachers)
 More Research
◦ Everloop.com (meeting with founder)
◦ Facebook (meeting with CIO)
 Launched parents and teachers sign up pages
◦ Over 70 sign ups / Average ~18% conversion rate
 Purchased adwords to generate traffic
◦ 80 ad words
 Begin build out of functional MVP website

14.  School approval process tedious and
convoluted
 Teachers prefer parents to pay for solution
 Teachers are excited to endorse this solution

16. Here’s What We Did

17. A Day in the Life of
Michael Jones (California) Xi Cheng (Shanghai, China)
7:00 AM Wake up and eat breakfast, I 10:00 PM Sleeping
have cereal and milk
8:30 AM Go to school, my mom drives
me to school
10:30 AM Recess, play kick ball with What is kick ball?
my friends
12:00 PM Lunch time, I have ham
sandwich and milk today. I play in the
playground with my friends
1:00 PM I have music class. We learn a
song and some music theory
3:30 PM Done with school 5:30 AM Wake up and eat breakfast, I
have porridge and break.

18. Link

19. MVP - Google site
Link

20. Here’s What We Found
(Lessons from MVP Product)
 Simple, “living” interface with visual cues
 Easy commenting and conversations
 Easy usage of widgets
◦ Embed Pictures, videos, games, etc.
 Additional engaging content
 Strong endorsement from Teachers
 Strong preference for sponsorship of
another child with subscription

21. Here’s What We Did
 Market data from research firms
 Launched Alpha Product
(mynetpals.com)
◦ Analyzed customer feedback
o Recorded kids and parents usage
o Launched social marketing campaign
◦ Facebook Fan: 150 likes, 81 talking about
◦ Twitter: 24 Tweets, 93 Followers

22.  Great discussions with leads for the following organizations:
◦ One Laptop per Child (OLTP)
◦ BCT - http://bctindia.org/. They have an extensive educational program including a
residential school.
◦ KommunityDesK - http://www.kommunitydesk.com/Default.aspx. The TechAwards
laureates. (http://thetechawards.thetech.org/)
◦ Global Give Back Circle - http://www.globalgivebackcircle.org/
 Schools and partners in India funded by Small Steps Foundation (US
501c3 charity) for a computer center or computer education
◦ Deenabandhu Trust @ http://deenabandhutrust.org/index.html
◦ Sshrishti @ http://sshrishti.org/
◦ Hayden Hall @ http://haydenhall.org/
 Facebook campaign generated lots
of overseas interest

23. Next Version (Usability focus)

24.  The Process
o Don’t be afraid to show “imperfect” versions of your product
o Get outside the building!
o Have mentors!
o Share information (41 blog posts, 24 mentor comments, 13 teaching team
comments, 38 team responses)
o Go Lean! Bootstrap!
 The Business
o There is a business here!
o Focus!
o Communicate Value Proposition to Parents and Provide User Experience to kids
o 5.9 million US kids 6-11 with family income > 150K
o Amazing feedback from EVERYWHERE (interviewees, beta users, online search,
Facebook, Twitter, potential partners)
 To Pursue on not to Pursue
o Yes, Yes, and Yes!
o Launch version 2.0 of MyNetPals product in two weeks
o Engage early adopters more fully to take the UI to the next level

25.  Mentors (Nick O’ Connor and Jack Kloster)
o Agreeing to weekly meetings and email conversations, proving honest
feedback, and pushing us to do things we weren’t comfortable with
o Nick – always being there, to push and guide us, share tools knowledge,
send emails to his school, his daughter our one of our first “alpha” testers
o Jack - Sharing Yardbarker experience and guidance on business approach
 Teaching Team (Steve, Jon, Jim, Oren, Bhavik)
o Allowing us to grow our business idea, teaching us the framework, and
giving us opportunities to fail and learn
o Providing new thoughts and avenues
o Caring so much