Team Circle presentation Week 10

Team Circle
11/11/21
Pattern
1
Team Circle | Creative Founder Fall 2021 | 11/11/21 |

Our Team
Shoshana Tai
Messaging, marketing,
brand & sales
Kermen Choung
Finance, investor relations
and operations
DeeDee Kwon
Technology & distribution
2

We are passionate about connecting creative entrepreneurs together,
hence our name Circle. We strive to see a future where everyone’s ideas
are heard, acknowledged, and made into reality.
Our Mission
3

Molecule
people
solution
problem h
a
v
e
u
s
e
addresses
Novice fashion designers
and fashion students
Don’t have connections to
important resources and
expertise in business
strategies
Team Circle | Creative Founder Fall 2021 | 11/11/21 | 4
A website that helps fashion
designers connect to more
experienced designers and
ﬁnd common interest with
other designers

About Our Concept

Explainer Video
6

“I don’t know how to
start my fashion brand!”
Cindy
● Recent graduate
● Assistant Apparel Designer, $46k
● Lives in NYC
Behaviors
● Currently has a prior
commitment at a job
● Worried whether her
business will succeed or lose
money
● Worried that she lacks the
experience to start a fashion
brand
● Confused on the logistics on
how to realistically launch a
fashion brand
● Is self-funding her brand
Needs & Goals
● Wants to start a brand that is
personal to them and reﬂect
their passions, interests,
character
● Need conﬁdence and validation
that they are going on the right
track
● Need to connect to
manufacturers
● Finding a skilled team to help
create and launch brand
Demographics

Persona Validation
Fashion Designer
Started own brand
22 - 30
Fashion Designer
Started own brand
22 - 30
8
Professor
Fashion History
Professor
41 - 50

What We Heard
“I don’t know how to use the search
engine. Operation stuff is a lot of work
and hard to understand. I would like to
contact someone who knows about
it.”
How did you build relationships
with factories?
“Using existing connections
when going into factories…”
“I need more networking,
experience, mentors to guide
me into starting my business.
May be connect like-minded
people in the virtual space.”
9

Interview Insights
Many new fashion designers
found manufacturers
through Google because
they didn’t know where
else to get information.
10
New designers are willing to pay
for online class/workshop to gain
direct knowledge from
someone who has already
gone through the process of
starting a brand.
.
Designers want to talk to
experienced designers so they
don’t have to go through trials and
errors.
People starting their own
brand would like to ask
questions to real people and
get a practical contact with
other fashion designers.
Manufacturers may not agree to
partner with you if you don’t share a
mutual connection. They are unsure
about who you are as a designer and
whether you will be easy to work with.
Therefore, having connections is
extremely important.
Starting a fashion brand is
emotionally taxing and
designers often seek
support from their friends
and family.

Insights Summary:
Novice fashion designers lack experience and knowledge on
how to start a fashion brand. They have a need to talk to those
who have more experience and get guidance on their speciﬁc
problems.
Questions that popped up in our interviews: (Where do I go to
get fabrics? How do I get more customers? What manufacturer
should I partner with? How do I get revenue?)

Market Type + Sizing

We believe that we are in between the
ocean and the well.
Why? While fashion design is a
relatively niche industry, there is a
strong need for novice fashion
designers to network and gather
information.
Market Type
13

TAM/SAM/SOM Overview
SAM
TAM
SOM
Fashion designers in the US
21,050
Reference : Occupational employment and wages, May 2020
https://www.bls.gov/oes/current/oes271022.htm#nat
Fashion design students in NYC
~20,306
Reference: The sum of enrollment at fashion schools in NYC
Fashion designers in the world:
~40,000
Reference: Ask Wonder
https://askwonder.com/research/fashion-designers-there-country-fr
eelance-work-brands-rd94bn33l
14

Comparator Landscape
15
More Networking
Less Networking
More Mentorship
Less Mentorship

Business Model
16

Structure
Revenue
Models
Delivery
Channels
Relationships
Networking Advertising
Online
C2C
17

Lean Canvas
18

19
PROBLEM
EXISTING ALTERNATIVES
SOLUTION
KEY METRICS
UNIQUE VALUE
PROPOSITION
HIGH LEVEL CONCEPT
UNFAIR ADVANTAGE
CHANNELS
CUSTOMER SEGMENTS
EARLY ADOPTERS
COST STRUCTURE REVENUE STREAMS
Designer to Designer:
Fashion design student and
novice designers need to
connect to other designers to
get information about fashion
resources and expertise in
business strategies
Reddit : Forum for everything
A fashion-specific online
community where fashion
designers can learn from
advanced designers and
support one another through
the journey
One-stop place for fashion
designers to get all the
information they need rather
than hunting around Google
Fashion students
Novice Fashion Designers and
fashion designers with more
expertise
Interesting in designing
fashion brand and creating
connections and get the
information
The Pattern generates revenue through advertising and an ad-free
premium membership plan.
An online community for fashion
designers to connect with more
experienced designers and share
information on how to create,
launch and promote your own
fashion brand.
Novice designers can connect
to more experienced
designers, find common
interests, and get the
answers/ advice from
advanced designers.
Online platform
Linkedin: Connect with
people for profession area
- Number of users, who use our
website
- % of users, who filled out the form
- Average number of users, who ask
questions/received answers on the
form section
-% of categories of questions

MVP Experiment

Direct users to our Landing Page,
Community section.
Track how many users “Sign Up”

Acquisition
Plan

View message and/or Pattern’s Instagram page
Click Pattern’s bit.ly link
Navigate to community page
Click sign up
Refers Pattern
Step 1: We will send the designers we’ve interviewed a
bit.ly link to our landing page. We will ask them to pass
this link along to their friends. We will also create an
Instagram account that has a bit.ly link to our website
and share that account to random designers.
Step 2: We will monitor how many people actually
clicked our link.
Step 3: We will monitor how many people navigated to
the community page in our website.
Step 4: We will monitor how many people entered in
their email information to “sign up.”
Step 5: We will allow people to share Pattern to others
via a share button. We will track how many people
actually clicked that button.

Next Steps
● Launch Acquisition Experiment
● Launch MVP Experiment
24

Thanks for
watching!
25

Appendix

PIVOT
Focusing on networking to share the information
(Designers to designers)
27

Our Hypothesis
We believe people like:
Novice fashion designers and fashion students
have a need for:
Networking with other designers in order to get information on how
to create their own brand
28

Team Circle
11/05/21
Pattern

Our Team
Shoshana Tai
Messaging, marketing,
brand & sales
Kermen Choung
Finance, investor relations
and operations
DeeDee Kwon

hence our name Circle. We strive to see a future where everyone’s ideas
are heard, acknowledged, and made into reality.
Our Mission

Molecule
people
solution
problem h
a
v
e
u
s
e
addresses
Don’t have connections to
expertise in business
strategies
A website that helps fashion
designers connect to more
experienced designers and
ﬁnd common interest with
other designers

About Our Concept

Explainer Video

“I don’t know how to
start my fashion brand!”
Cindy
● Recent graduate
● Lives in NYC
Behaviors
● Currently has a prior
commitment at a job
● Worried whether her
business will succeed or lose
money
● Worried that she lacks the
experience to start a fashion
brand
● Confused on the logistics on
how to realistically launch a
fashion brand
● Is self-funding her brand
Needs & Goals
● Wants to start a brand that is
personal to them and reﬂect
their passions, interests,
character
● Need conﬁdence and validation
that they are going on the right
track
● Need to connect to
manufacturers
● Finding a skilled team to help
create and launch brand
Demographics

Persona Validation
Fashion Designer
Started own brand
22 - 30
Fashion Designer
Started own brand
22 - 30
Professor
Fashion History
Professor
41 - 50

What We Heard
“I don’t know how to use the search
engine. Operation stuff is a lot of work
and hard to understand. I would like to
contact someone who knows about
it.”
How did you build relationships
with factories?
me into starting my business.
May be connect like-minded
people in the virtual space.”

Interview Insights
Early fashion designers
found manufacturers
through Google
People are willing to pay for
online class/workshop to gain
direct knowledge from
someone who they would like
to be like in the future.
.
People would like to have
someone, who already had done
a successful business similar to
theirs, to share their knowledge
with, so they would not have to
go through trials and errors.
Networking, experience,
mentors could be gained from
connecting in fun casual
atmosphere online or in the
virtual space.
Hypothesis of need for
platform/mentorship
was validated
Fashion industry is all about
connections so networking is
extremely valuable

Market Type + Sizing

We believe that we are in between the
ocean and the well.
Why? While fashion design is a
relatively niche industry, there is a
strong need for novice fashion
designers to network and gather
information.
Market Type

SAM
TAM
SOM
Fashion designers in the US
21,050
Reference : Occupational employment and wages, May 2020
https://www.bls.gov/oes/current/oes271022.htm#nat
Fashion design students in NYC
~20,306
Reference: The sum of enrollment at fashion schools in NYC
Fashion designers in the world:
~40,000
Reference: Ask Wonder
https://askwonder.com/research/fashion-designers-there-country-fr
eelance-work-brands-rd94bn33l

Comparator Landscape
More Networking
Less Networking
More Mentorship
Less Mentorship

Business Model

Structure
Revenue
Models
Delivery
Channels
Relationships
Networking Advertising
Online
C2C

Lean Canvas

PROBLEM
EXISTING ALTERNATIVES
SOLUTION
KEY METRICS
UNIQUE VALUE
PROPOSITION
HIGH LEVEL CONCEPT
UNFAIR ADVANTAGE
CHANNELS
CUSTOMER SEGMENTS
EARLY ADOPTERS
COST STRUCTURE REVENUE STREAMS
Designer to Designer:
Fashion design student and
novice designers need to
connect to other designers to
get information about fashion
resources and expertise in
business strategies
Reddit : Forum for everything
A fashion-speciﬁc online
community where fashion
designers can learn from
advanced designers and
support one another through
the journey
One-stop place for fashion
designers to get all the
information they need rather
than hunting around Google
Fashion students
Novice Fashion Designers and
fashion designers with more
expertise
Interesting in designing
fashion brand and creating
connections and get the
information
The Pattern generates revenue through advertising and an ad-free
premium membership plan.
An online community for fashion
designers to connect with more
experienced designers and share
information on how to create,
launch and promote your own
fashion brand.
Novice designers can connect
to more experienced
designers, ﬁnd common
interests, and get the
answers/ advice from
advanced designers.
Online platform
Linkedin: Connect with
people for profession area

Next Steps
● Testing our concept
● Keep working on the Lean Canvas
● We hypothesize that these patterns would lead us to create MVP.

Thanks for
watching!

Previous presentations
Week 8 10/29

Shoshana Tai
Messaging, marketing, brand & sales
Kermen Choung
Finance, investor relations and
operations
DeeDee Kwon
About the team
50

Our Mission
hence our name Circle. We strive to see a future where everyone’s ideas are
heard, acknowledged, and made into reality.

Pivot:
Focusing on networking to share the information
(Designers to designers)

Last Week’s Hypothesis
have a need for:
Networking with consumers in order to promote their brand AND
connecting with customers to build their popularity and boost sales.

New Hypothesis
have a need for:
Networking with other designers in order to get information on how
to create their own brand

About our concept

Our current molecule
people
solution
problem h
a
v
e
u
s
e
addresses
A website that helps
fashion designers get and
share information within a
fashion community
Donʼt have connections to
have a small reputation
with customers

Cindy
Persona
“ I don’t know how to start my
fashion brand! “
● About to graduate/already graduated
● Lives in NYC
Behaviors
● Currently has a prior commitment (like job or school)
● Fashion brand is self-funded
● Worried whether their business will succeed and will lose money
● Worried that they lack the experience to start a fashion brand
● They are confused on the logistics on how to realistically launch a
fashion brand
Needs & Goals
● Finding a skilled team to help create and launch brand
● Wants to start a brand that is personal to them and reflect their
passions, interests, character
● Need to connect to manufacturers
● Need confidence and validation that they are going on the right
track

Key Use Brainstorm

Choosing our key use

Reﬁning the key use

Feature brainstorm and prioritization

Customer Development

Who We Interviewed
Fashion Designer
Started own brand
22 - 30
Fashion Chair
Fashion Chair @ CCA
41 - 50

What We Heard
“I don’t know how to use the
search engine. Operation stuﬀ
is a lot of work and hard to
understand. I would like to
contact someone who knows
about it.”
How did you build
relationships with factories?

Last Week’s Insights
connections so networking
is extremely valuable
While connections are important,
getting customers is the ﬁrst
step to launching a brand. If you
don’t have customers, there is no
business
Social media is extremely
important in helping fashion
designers promote their
brand—it helps them connect
to their audience and sell their
products
Fashion designers use
Instagram to connect to other
designers and customers. It is
their primary method for
connecting to customers
Last Week’s Insights This Week’s Insights
found manufacturers
through Google
We hypothesize that
making a brand appear
sustainable will attract
customers

This Week’s Insights
Starting a fashion brand is hard
enough. Early fashion designers
often can’t think about
sustainability when they are
trying to get revenue.
A lot of early fashion designers
start their brand with their
own money.
An integral part of getting
manufacturers is having
connections. Manufacturers
are more inclined to agree to
work with you if you have a
mutual connection with them.

3 problem areas we could focus on:
Designer to Consumer: Fashion design students and novice designers need to
connect to consumers as the ﬁrst step to launching their brand.
Designer to Manufacturer: Fashion design students and novice designers need to
connect with manufacturers to get materials for their brand.
Designer to Designer: Fashion design students and novice designers need to connect to
other designers to get connected to fashion resources

Market Type Sizing

● We believe that we ﬁt in this section because novice fashion designers who
are creating their own fashion design business have a strong need for
network.
Market Type Sizing

SAM
TAM
SOM
Total number of fashion design
students in the USA: approximately
30,000
students in NYC: approximately
20,306
Total number of fashion designers in the
world: approximately 40,000
● Fashion designers in the world
● Novice fashion designers in the
US that are starting their brand
● Novice fashion designers in NYC that are
starting their brand
Reference : January 9th, 2017
,https://askwonder.com/research/fashion-designers-there-country-freelance-work-brands-rd94bn33l

Comparative Review

Business Model

Next Steps
● Set up interview with the more experienced Fashion designer with less
experienced.
● Watch them communicate and ﬁnd some patterns and insights that may
help for the future MVP and solution.
● We hypothesize that these patterns would lead us to create MVP.

Week 8 10/15

Our Mission
hence our name Circle. We strive to see a future where everyone’s ideas are
heard, acknowledged, and made into reality.

Our current molecule
people
solution
problem h
a
v
e
u
s
e
addresses
Donʼt have connections to
important sustainable
resources and have a small
reputation with customers

Customer Dev Summary

Who We Interviewed
Fashion Designer
Started own brand
22 - 30
Fashion Designer
Started own brand
22 - 30
Professor
Fashion History
Professor
41 - 50

What We Heard
“Transparency is a key to
educate consumers about the
journey of a garment from the
beginning to end. Knowing every
detail of what brand is doing,
who made it, what people were
involved. “
If had a magic wand: “Narrow
down who my consumer is and
stay focus on my brand
message”
“As designer, it’s important to
aware the world pollution and
being conscious of what material
they use.”
Uses Instagram to connect with
customers
“Being able to spread brand’s
message. Make people
connect to your message
through your brand. Connect
to today generation, make
people be clear of your
message and shop with
repeatedly.”

Insights
business
products
found manufacturers
through Google

Insights
business
products
found manufacturers
through Google
We hypothesize that
making a brand appear
sustainable will attract
customers

Pivot:
Focusing on sustainable networking.
(Designers to consumers/consumers to designers)

Last Week’s Hypothesis
have a need for:
Networking with others in the fashion industry in order to get
connected to important resources AND connecting with customers to
build their popularity and boost sales.

New Hypothesis
have a need for:
Networking with consumers in order to promote their brand AND
connecting with customers to build their popularity and boost sales.

Persona

However...

3 problem areas we could focus on:
Designer to Consumer: Fashion design students and novice designers need to
connect to consumers as the ﬁrst step to launching their brand.
Designer to Manufacturer: Fashion design students and novice designers need to
connect with manufacturers to get materials for their brand.
Designer to Designer: Fashion design students and novice designers need to connect to
other designers to get connected to fashion resources

Market Type Sizing

● We believe that we ﬁt in this section because novice fashion designers who
are creating their own fashion design business have a strong need for
network and focused on sustainability.
Market Type Sizing

SAM
TAM
SOM
30,000
20,306
● Fashion designers in the world

SAM
TAM
SOM
70% of 150 = 105
● Ethical and sustainable brands in the world.
● Ethical and sustainable brands in the USA
● Ethical and sustainable brands in New York City.
30% of 150 = 45
150+ major brands disclose their
information through Fashion Transparency
Index

SAM
TAM
SOM
86% of of internet users in USA would like to buy
sustainable and ethical clothes, 48% don’t know
where to ﬁnd it.
80% of internet users in NYC would like to buy
sustainable and ethical fashion brands
Globally, 8 in 10 customers surveyed value sustainability.
Over 70% of respondents would pay 35% more for
eco-friendly brands.
47% of internet users worldwide have already ditched
brands that violated their personal values
● Consumers who would like buy more ethical
and sustainable fashion brands in the world.
● Consumers who would like buy more ethical
and sustainable fashion brands in USA
● Consumers who would like to buy more ethical
and sustainable fashion brands
in New York City

Comparative Review

Business Model

Solution Discussion Process

Next Steps
● Continue interviewing fashion designers
● Figure out what to focus on. D2C? D2M? D2D?
● If D2C: Figure out whether fashion designers will attract customers
through sustainability
● If D2M: Figure out whether fashion designers need access to sustainable
materials and how they can get it

One of the MVP
● MVP1: A feature at department stores. Sort out fashion brands
according to the Fashion Transparency Index. Consumers shop at the
department store and sorting the product not by price, by new,
recommended, but by FTI

Week 7 10/07

Customer Dev Summary

Who We Interviewed
Student
Fashion
18 - 21
Student
Fashion Marketing
18 - 21
Curator
Art Museum
Curator
31 - 40

What We Heard
“If you have a huge network
you will know different
fields...different
position could help you [have a]
different perspective, [rather]
than one advisor.”
“I would like to have the funding
and a team behind it, I feel like
that's really important.”
Would like to curate online
for a fee (esp. during the
pandemic many art galleries
closed down)

New Insights
Having a good reputation is very
important so novice fashion
designers often start out by
working for bigger brands,
eventually launching their own
brand on the side
products
Networking is a bit more
valuable than mentorship
because it exposes you to a
greater variety of
connections

Market Type Sizing

Market Type Sizing
● We ﬁt into 6 network platform that already exist and analyzed the market sizing

● We believe that we ﬁt in this section
because novice fashion designers who
are creating their own fashion design
business have a strong need for network
Market Type Sizing

SAM
TAM
SOM
30,000
20,306
● Fashion designer in the world

TAM
Fashion designer in the world who need or want to create their brand
Reference :
January 9th, 2017.
Contributors:
SageStar , Vyara L
https://askwonder.com/research/f
ashion-designers-there-country-
freelance-work-brands-rd94bn33l

SAM
Novice fashion designers in USA that are starting their brand
There are about 30,000 fashion design students in USA.
There are 41 colleges with Fashion Design major in USA

SOM
Novice fashion designers in NYC that are starting their brand
There are about 20,306 fashion design students in NYC.
Of the 573,694 non-fashion specific college students in NYC, there can be
expected about 34,421 students who work in the fashion industry.

SOM
Reference :
https://www1.nyc.gov/site/int
ernationalbusiness/industrie
s/fashion-industry.page

SOM
20,306
FIT: 7,938
LIM: 1,503
PRATT: 3,591
THE NEW SCHOOL: 7,274
= Total fashion design
students in NYC
Reference :
https://www.campusexplorer.com/colleges/in/New-York/90445DDB/New-York/

Comparative Review

Business Model

TAM/SAM/SOM

Week 6 9/30

Who We Interviewed
Student
Art/Design
18 - 21
Student
Communications
18 -21
Student
Art/Design
22 - 30

What We Heard
“I would like to have
someone, who already had
done a successful business
similar to mine, to share
their knowledge with me, so I
would not have to go
through trials and errors.”
“I took additional summer online
class/workshop, which was
essential for me, from someone
who is already in the industry and
sharing the best professional
techniques/skills at aﬀordable
price.”
“A lot of recruiters notice you from
social media.”
me into starting my
business. May be connect
like-minded people in the
virtual space.”

Previous Insights
People need mentorship
to validate their idea and
give them conﬁdence to
move forward.
The process of starting a
business varies
depending on what kind
of business it is.
People want to start
businesses that are
personal to them.
To start a business,
people often require a set
of skills they don't have
so they seek out a team.
Hypothesis of need
for mentorship was
validated and
expanded on

New Insights
People are willing to pay for online
class/workshop to gain direct
knowledge from someone who they
would like to be like in the future.
.
People would like to have
someone, who already had done a
successful business similar to
theirs, to share their knowledge
with, so they would not have to go
through trials and errors.
Social media presence is important.
Stil most of the recruiters notice
artists/designers there.
Networking, experience, mentors
could be gained from connecting in
fun casual atmosphere online or in
the virtual space.
Hypothesis of need for
platform/mentorship
was validated and
expanded on

Revised Hypothesis
“We believe people like
College students
have a need for ( or problem doing )
Mentorship to give them guidance on how to create their own
art/design brand/business. They also have a need to assemble a
skilled team to create said brand/business.”

Market Type Sizing

Market Type Sizing
● We ﬁt into 4 because mentorship systems already exist but we want to gear
them towards people creating art/design businesses

Market Type Sizing
● We believe that we ﬁt in this section
because students who are creating their
own art/design business have a strong
need for mentorship and also care about
whether their business succeeds.
● The only caveat is how often a student
would need to access a mentor in their
business-building journey.

TAM/SAM/SOM

TAM
First time business owners who need a mentor
● 92% of small business owners agree that mentors have a direct impact
on the growth and survival of their business.
Business owners who do
not have professional
guidance at the onset of
their business.
small businesses had mentors Indicated they have
or had an advisor
17%
22% 63%

TAM
First time business owners who need a mentor
New generation they starts
mentor & advisor
Speciﬁcally mentor
younger entrepreneurs
58%
61%

SAM
Students in the US that have a side business selling their art
● Out of the 2 million art graduates in the USA, only 200,000, or 10 percent,
earn their living primarily as artists.
Working artists have
arts-related bachelor's degree
Artists hold secondary jobs
as artists.
333,000 16%

SOM
Local students in SF that have a side business selling their art
● 1,257 college students in SF who have a side business selling their art
SF Census
874,961
SFSU: 25,799
USF: 6,661
CCSF: 24,429
AAU: 6,898
CCA: 1,453
GGU: 404
SFAI: 271
CIIS: 61
SFConservatory: 221
Artists in SF : 874,961
(.019) = 16,624
Approx college students
that might have some art
business:: 66197(.019) =
1,257

Comparative Review

Comparative Landscape Research

Our Sources

Companies Comparison
Addressing Same Problem:
● ADP List
● Recreate
● Critiquer
● Startups.com
● Clarity.fm
Addressing Same Customer:
● Behance
● Dribbble
● Etsy
● RedBubble
● LinkedIn (not speciﬁc to our customers,
but our customers can be found here)

Previous
presentations 9/24
148

How we found our target audience — survey
149

Sent it to the target audience :
artists, designers and students
Recruitment:
After a screener survey selected 3 Participants based on their responses
(Yes to Currently Creating Brand and/or Yes to Create Brand in the Future)
150

For people who said YES to Currently Creating Own Brand
1. Tell us about your business. Why did you start it?
a. What inspired you to develop your idea?
b. What is unique about your business?
i.
2. How did you start it?
a. What was the process like?
b. What obstacles did you have to overcome?
c. Did you need to raise funding?
i. If yes, how did you raise funding?
d. How long did it take you to find success?
i. How do you define success?
3. What have you enjoyed most about starting your own company?
4. If you could go back in time, what would you tell yourself when you were starting the business?
5. If you could wave a magic wand to make the process of creating your own brand easier, what would you do?
6. What are you working on now?
7. Anything else you would like to talk about?
154

For people who said YES to Create Business in Future
1. Tell us about your future business
a. Why do you want to create it?
a. What problems are you trying to solve?
b. What resources do you need to get started?
c. What are your biggest fears in creating a business?
d. If money wasnʼt an issue, what would you like to have?
2. If you decide to create your own business today, what would be your first steps?
a. What do you know about starting a business?
b. What would you like to know?
c. How confident are you in creating a successful business?
a. How would you connect with people (ex: for funding, mentorship, etc.)? What kind of methods would you use?
b. What obstacles do you have in creating your own business?
c. What do you think will help you create your own business?
3. How do you define success?
4. If you could wave a magic wand to make the process of creating your own business easier, what would it be?
155

Who We Interviewed
Independent
Business Owner
Event Planning
and Design
31 - 40
Stable in Job
Employee
Communications
and Information
Systems
22 - 30
Stable in Job
Employee
Art/Design
22 - 30
Stable in Job
156

What We Heard
“I think a mentor,
somebody who really
knows what they're
doing in the industry
already, gives you the
validity on your idea.”
“To have people I
need and trust
available to me, and
we are aligned on the
same goals and
objectives.”
“Mentorship is important, but it
can only get you so far.”
“You just have to believe in
yourself and believe in what
you're doing, because nobody
else is going to believe you
unless you believe yourself.”
157

What We Heard
“I think a mentor,
somebody who really
knows what they're
doing in the industry
already, gives you the
validity on your
idea.”
“To have people I
need and trust
available to me,
and we are aligned
on the same goals
and objectives.”
“Mentorship is important, but
it can only get you so far.”
“You just have to believe in
yourself and believe in what
you're doing, because nobody
else is going to believe you
unless you believe yourself.”
158

Insights
People need mentorship
to validate their idea and
give them conﬁdence to
move forward.
The process of starting a
business varies
depending on what kind
of business it is.
People want to start
businesses that are
personal to them.
To start a business,
people often require a set
of skills they don't have
so they seek out a team.
Hypothesis of need
for mentorship was
validated and
expanded on
161

Revised Provisional Persona
Narrowed down
our behaviors
Discovered the
need for a
skilled team
Realized that
less people
cared about
funding
162

Old Hypothesis: We hypothesize that there are many novice
artists/designers/students that need help and funding to turn
their ideas into reality. We hypothesize that giving them
mentorship and funding will allow them to successfully start
their own business.
Did this validate our hypothesis?
163

We noticed that it was less so on funding
and more so on mentorship
their own business.
164

Revised Hypothesis
“We believe people like
College students / recent graduates / entry-level workers
have a need for ( or problem doing )
Mentorship to give them guidance on how to start a startup. They
also have a need to assemble a skilled team to create said startup. “
165

Next Steps
● We will conduct another round of interviews to gather more
information and will send out surveys to said interviewees.
We will do / make..
To gather qualitative data, we will interview more people in our target
audience and ask them questions about their goals and struggles.
To gather quantitative data, we will send out a survey to each participant at
the end of our interview asking them to rank their feelings on a scale.
166

Next Steps
We will know the hypothesis is valid if we get
If all participants say “Yes” to needing
a mentor.
If all participants say “Yes” to having
diﬃculties gathering a skilled team.
If most participants express doubt on
how to start a startup.
If most participants express desire for
gathering a skilled team and don’t
know how to network.
167

Reflection
Things that worked
● Interviews went well, we collected
valuable information from the
interviewees
● Mural board helped us visualize our
information
● Grouping our ﬁndings into insights
helped us revise our hypothesis and
narrow down our target audience
● Calendly for recruiting people
Things to improve
● We generally need to explore,
experiment, and test more--gather more
information
● Decide beforehand what will validate
our hypothesis and what will disprove
our hypothesis
168

Previous
Presentation (9/17)

Process

Shoshana Tai
Skills:
● Graphic Design
● Design Research
● Organization
● Planning
Kermen Choung
Skills:
● Adobe Suite
● Processing
● HTML, CSS, Java Script
● Research
● Creating brand identity
● Packaging
● Video production/postproduction
● Photography
DeeDee Kwon
Skills:
● Adobe Suite
● Visual Design
● Research

After creating a consumer’s proﬁle (persona)
1. Find media that targets these speciﬁc segments.
2. Use analytic tools (Google analytics, etc.)
3. Create consumer habits

Our ﬁrst molecule
people
solution
problem h
a
v
e
u
s
e
addresses
College students, novice
innovators, artists,
designers, coders.
Need a way to get connected to
investors/mentors/curators/any
one who is interested. Need a
way to get advice and/or
funding for their ideas.

Our backup molecule
people
solution
problem h
a
v
e
u
s
e
addresses
People who need a
computer desk at home
During the pandemic people
had to work from home. Not
many people can afford to have
their own office. Majority turn
bedrooms into the office.
People don't have enough of
aesthetic, ergonomic,
multitasking, and compact
desks.

Next Plan
Make Research Plan
Deﬁne the Solution
● Secondary Research
● Set Users and Goals
● Sending out polls/surveys
● Design Brief
● Concept Testing

Team Meeting Time
Monday 2 PM Thursday 2 PM

Rubric

How we found our target audience — survey

Sent it to the target audience :
artists, designers and students
Recruitment:
After a screener survey selected 3 Participants based on their responses
(Yes to Currently Creating Brand and/or Yes to Create Brand in the Future)

Screener Survey Responses

Calendar

Interview Script

For people who said YES to Currently Creating Own Brand
1. Tell us about your business. Why did you start it?
a. What inspired you to develop your idea?
b. What is unique about your business?
i.
2. How did you start it?
a. What was the process like?
b. What obstacles did you have to overcome?
c. Did you need to raise funding?
i. If yes, how did you raise funding?
d. How long did it take you to find success?
i. How do you define success?
3. What have you enjoyed most about starting your own company?
4. If you could go back in time, what would you tell yourself when you were starting the business?
5. If you could wave a magic wand to make the process of creating your own brand easier, what would you do?
6. What are you working on now?

For people who said YES to Create Business in Future
1. Tell us about your future business
a. Why do you want to create it?
a. What problems are you trying to solve?
b. What resources do you need to get started?
c. What are your biggest fears in creating a business?
d. If money wasnʼt an issue, what would you like to have?
2. If you decide to create your own business today, what would be your first steps?
a. What do you know about starting a business?
b. What would you like to know?
c. How confident are you in creating a successful business?
a. How would you connect with people (ex: for funding, mentorship, etc.)? What kind of methods would you use?
b. What obstacles do you have in creating your own business?
c. What do you think will help you create your own business?
3. How do you define success?
4. If you could wave a magic wand to make the process of creating your own business easier, what would it be?

● We will conduct another round of interviews to gather more
information and will send out surveys to said interviewees.
We will do / make..
To gather qualitative data, we will interview more people in our target
audience and ask them questions about their goals and struggles.
To gather quantitative data, we will send out a survey to each participant at
the end of our interview asking them to rank their feelings on a scale.

We will know the hypothesis is valid if we get
If all participants say “Yes” to needing
a mentor.
If all participants say “Yes” to having
diﬃculties gathering a skilled team.
If most participants express doubt on
how to start a startup.
If most participants express desire for
gathering a skilled team and don’t
know how to network.

Reﬂection
Things that worked
● Interviews went well, we collected
valuable information from the
interviewees
● Mural board helped us visualize our
information
● Grouping our ﬁndings into insights
helped us revise our hypothesis and
narrow down our target audience
● Calendly for recruiting people
Things to improve
● We generally need to explore,
experiment, and test more--gather more
information
● Decide beforehand what will validate
our hypothesis and what will disprove
our hypothesis

9/24

their own business.

We noticed that it was less so on funding
and more so on mentorship
their own business.

Revised Provisional Persona
Narrowed down
our behaviors
Discovered the
need for a
skilled team
Realized that
less people
cared about
funding

Comparative Review

Comparative Landscape Research

Our Sources

Companies Comparison
Addressing Same Problem:
● ADP List
● Recreate
● Critiquer
● Startups.com
● Clarity.fm
Addressing Same Customer:
● Behance
● Dribbble
● Etsy
● RedBubble
● LinkedIn (not speciﬁc to our customers,
but our customers can be found here)

Team Circle presentation Week 10

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