[H.A.B.] final pitch - Lark

LARK:
The Learning Future For the Blind
Team H.A.B. | Creative founder | fall 2020
Hermione Hu, Amanda Liu & Ben Dai
12. 02. 2020
1

Our Team
Amanda Liu
CMO
Design strategy
Marketing
Ben Dai
CFO
Financial Planning
Analyzing
Hermione Hu
CEO
System Thinking
Project Management
Amanda Liu, Ben Dai & Hermione Hu | Lark Blind Learning Community | Fall 2020
Po Yang
Advisor
Entrepreneur & educator
in disability support
2

3
Li Yi 黎一
Our Story

4
Message 63% Braille Editing 4%
China Visually impaired user Internet Usage Report
College students 7%
Art 2%
Administration 5%
IT 12%
Education 2%
Sports 1%
Other 1%
Freelance or unemployed 2%
Tuning 1%

5

6
Lack of
diversity in
education

To facilitate blind people’s learning experiences in China
Our Mission
7

Learned from Interviews
● Participants show diverse interests in skills
& knowledge learning.
● They all have a certain field of interest, but
couldn’t find the right resources to start.
● They were unable to find people to answer
particular questions.
8
20+ Participants

Molecule
Use
Have Address
Blind
People in
China
Lack of
diversity in
education
An online
learning
community
9

Key Use & Features
Join a learning group with an experienced
tutor and learn from his curated resources
Group chat
Resource center
Q&A Forum
Users can discuss with peers
Users can listen to audio courses
Users can post questions to the tutor
10

TAM
Total addressable market
Market Sizing
blind people owning
smartphone in China
blind people owning
smartphone worldwide
SAM
Serviceable available
market
11
China Visually impaired user Internet Usage Report WHO’s Global data on visual impairment
5,100,000
people
39,365,000
people
15% blind people owning
smartphone in China
765,000
people
SOM
Share of market
>>
>>
>>

Comparative Analysis
12
Scattered learning
path
Linear learning
path
Media-based
Text-based
LARK

Business Info
13
A resegmented market that oﬀers learning
service to blind people
Market Type Revenue Model
Limited liability company (LLC)
Company structure
Business to customer (B2C)
Business Model
Web direct sales of courses with
subscription of services

Pricing Model
14
Course enrollment fee
(one-time purchase）
Access 20-30 audio courses
¥99/$16
¥20/$3
Extension subscription
(recurring)
Including:
● Renew access to the left-over courses
● Stay in the chatting group with tutor & members
¥5/$1/week
Within the ﬁrst 2 months: After the ﬁrst 2 months:

¥100/$15
¥6000/$900
¥50/$7.5
¥31000/$4700
Cost Structure
Human resource
Tutor contract fee / person / week
Content creation fee / learning group
Customer service payroll / group / week
Operation team payroll / month
15
Operating expense
Marketing fee / month
Wechat oﬃcial account running / month
Others
Company registration fee
App store registration
Technology
App development fee
App maintaining fee / year
Website maintaining fee / month
¥100/$15
¥6000/$900
¥50/$7.5
¥31000/$4700
¥5000/$750
¥1000/$150
¥3000/$450
¥650/$99
¥50000/$7500
¥5000/$750
¥70/$10
Annual burn rate: $92,679 / year
https://www.zhihu.com/question/27980481
¥50000/$7500
¥5000/$750
¥70/$10

MVP - At a glance
16
1 week16 users 1 tutor7 audio courses
1 Wechat group
Concierge experiment
In beginner psychology

MVP - Process
17
Resource center Audio course Group chat Tutor Q&A

Acquisition Funnel
Total community members who we accessed
People viewed the free promotion courses
People joined the community
People paid for the product
People referred the product to others
Amanda Liu, Ben Dai & Hermione Hu | Week 11 | Creative Founder | Fall 2020
18
500 people
58 people
16 people
100%
10%
27%
12 people 75%
-
People ﬁnished the courses
3 people 25%
-
500 people
3 people

MVP - Evidence
19
Acquired user 1 Acquired user 2 Acquired user 3

Revenue Estimate
765,000 people x 0.6% x $3 = $13,770
20
SOM Acquisition
funnel
Course fee
$137,700 x (1-10%) - $92,679 = $32,628 / year
Tax deduction
Gross proﬁt for 1 set of courses we create:
Annual revenue (with 10 sets of courses)：
Cost

Timeline
21
9-12 months1 - 3 months
● Expand course categories to 4
● App development and App beta test
● Reach 200 paid users
● Build cooperation with other online learning
platform for non-disabled
● Finish 2nd Round of MVP
● Gain investment from non-proﬁt organizations
● Form volunteer groups for resource support
4 - 8 months
● Launch App
● Expand course categories to 10+
● Reach 1000 paid users

Our Vision
22
Breadth : the diversity of subjects
Ultimate Goal: break the
employment dilemma of the blindsDepth : the professionalism of subjects

23
LARK:
The Learning Future For the Blind
A humanity-centered design team
H.A.B.

Appendix
24

WHO’s data on Number of people visually impaired (2010)
25

26
Molecule Week 3&4
Use
Have
Address
Blind
People
Difficulty
expanding
social
connection
Solution
Use
Have
Address
Blind
People
Difficulty
expanding
social
connection
Solution
Difficulty
traveling to
unfamiliar
places
Week 3 Week 4

27
Molecule Week 5&6
Use
Have
Address
Blind
People
Uncertainties
traveling to
unfamiliar
places
Solution
Use
Have
Address
Blind
People
Problem
learning
skills that
cater to their
needs
An online
learning
community
Week 5 Week 6

28
Molecule Week 7&9
Week 7 Week 9
Use
Have
Address
Blind
People
diﬃculties
learning
online with a
visual loss
An online
learning
community
Use
Have
Address
Blind
People
diﬃculties
begin to learn
certain content
with a visual
loss
A platform
with curated
online
learning
service

29
Molecule Week 10&11-13
Week 10 Week 11—13
Use
Have
Address
Blind
People
diﬃculties to
get help when
learning
An online
learning
community
Use
Have
Address
Blind
People
in
China
diﬃculties
to get help
when
learning
An online
learning
community

Interview Summary
Song Hu
30
Massager
Single
From qq chat group
Li Yihao
21
Massager/music producer
In relationship
From qq chat group
Lian Zhonghua
50
Music Teacher
In relationship
Personal connection
Xiao Ma
28
Unemployed
Single
Personal connection
#3 #4 #5 #6
Ning Liu
27
Musician
Single
From Wechat searching
#7
Lu Da Ye
61
Massager
Married
Personal connection
#8

Interview Insights- Travel
5/6 are afraid to go out for they have hard times going out freely by themselves.
All participants need either volunteers or staﬀ to guide them to the public
transportation for the ﬁrst time.
4/6 wish to travel either around the city or around the country.
5/6 long distance travel tin abled people

What We Learned
● An age limit for the early stage of the
interview is essential.
● Social organizations provide a lot of beneﬁt
for ﬁnding users and participants.
● Do some basic research about the
participants before each interview
● Don’t act like you are investigating on the
participants. Act like a friend.

User Insight
33
● If I can learn more about computer then I can let
myself know more about things that are not
limited to massage
● I always learn new things during the break
between my work. I am learning 13 languages
everyday. I don’t think this is a pressure but it is
an interest.

Interview Insights- Social Network
All of them chat with their friends basically everyday.
4/6 meet their friends through YY
3/6 best friends are all old schoolmates.

Provisional Persona week 3
Behaviour
● Go to church every Sunday
● Walk around the neighborhood under the help of friends
● Chat with clients
Needs
● Want to travel long distance
● Want to make new non-disabled friends
● Want to know more information on blind facilities
● Want to participate in more activities
Name: Li Ming
Job: masseur, shop owner
Age: 26
State: married
Amanda Liu, Ben Dai & Hermione Hu | week 3 | Creative Founder | Fall 2020

Provisional Persona week 4
Behaviour
● Walk around the neighborhood under the help of friends
● Chat with friends online occasionally
● Seldomly travel long distance
● Occasionally travel within the city
Needs
● Want to travel long distance
● Want to make new non-disabled friends
● Want to know more information on blind facilities
● Want to participate in more activities
Name: Li Ming
Job: masseur,shop owner
Age: 26
State: In relationship
Amanda Liu, Ben Dai & Hermione Hu | week 4 | Creative Founder | Fall 2020

Let’s meet Li Ming
Behaviour
● Download several apps for learning
● Use fractional time to learn during the work break
● Actively engaged in several group chat on Wechat
Pain points
● Don’t know where to ﬁnd the right resources
● Nobody to answer his questions
● Can’t digest the available online resources
Name: Li Ming
Job: massager
Age: 26
Psychographic details
● Eager to learn new knowledge
● Get tired of his daily job
● Find it hard to motivate himself
37

Key Use Brainstorm
38

Pain Points
40
learning resources curated by the blind tutor
An intimate group with people share the same
learning objectives

Key Feature Brainstorm
41

42
Market Data
Week 3 Week 4
Week 5 Week 6

43
Market Data
Week 7 Week 8
Week 9 Week 10-13

Comparative Analysis v1
44

45

46

47

Comparative Analysis V5
48
Scattered learning
path
Linear learning
path
group learning
solo learning
LARK

Lean Canvas Week 4-9
49
Week 4 Week 5 Week 6
Week 7 Week 8 Week 9

Lean Canvas Week 4
50

Lean Canvas Week 5
51

Lean Canvas Week 6
52

Lean Canvas Week 7
53

Lean Canvas Week 8
54

Lean Canvas Week 9
55

Lean Canvas Week 10-13
56

Business Structure
57

MVP (Concierge experiment)
1. Ask people in the blind community 3 things they wish to learn.
2. Collect a small number (3-5) of participants that have the same learning objective in a speciﬁc
ﬁeld.
3. Create a learning community (group chat via Wechat) for experiment
4. Find the tutor
5. Collect resources online based on their learning objective and setup a guideline
6. Send out the resources & materials in the community resource center
7. Let the participants communicate based on the learning resources.
8. Gain feedbacks from participants
58

59
MVP - Initial Generation of a Group
Fill in a request form
about their own interests
Share learning
expectation & goal
Set up learning
agenda & guideline
for the group
Wait for the
program to start
Form the learning
group
For user:
Backend:
Form up the learning
group from the
participants
Design the
request form
Collecting the
top requests and
set topic
Find tutors that
specialize in the
ﬁeld,

60
MVP - Halfway Customer Acquisition
Listen to a 15-20 min
audio courses intro to
psychology
Ask questions to a tutor
specialized in psychology
Daily post & notiﬁcation
Reach out to Lark
online helper
Join the learning group
For user:
Backend:
Verify the user’s statusFind open-source
resource and translate
into barrier-free version

61
MVP
Psychology
4 people
Computer
4 people
Massage
4 people
Finance
2 people
Literature
2 people
Sound
Mixing
3 people
Language
2 people
https://jinshuju.net/forms/O8FaFB/entries

MVP
62
Which area do you want to learn
1. Introduction to psychology
2. How to adjust your own mentality
3. Psychology case study
4. How to become a psychiatrist
4
1.2.3
1.2.3
Wechat group chat

63
MVP - Data Counts

MVP - Key Metrics
64
Group chat
Resource center
Q&A Forum
average # of posts in the group
chat within a day, per week
% of resources they ﬁnish learning,
per week
# of questions resolved by the tutor,
per week

Revenue Estimate
765,000 people x 0.6%x ¥5/week = $167,000 / year
65
SOM Acquisition
funnel
Weekly rate
$167,000 (1-0.09) - $65619 = $86,351 / year
Tax deduction
Gross proﬁt:
Net proﬁt:
cost

[H.A.B.] final pitch - Lark

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