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NeurodiversityNerds engr 245 lean launchpad stanford 2019

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business model, customer development, e245, engr245, lean launchpad, lean startup, stanford, startup, steve blank

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NeurodiversityNerds engr 245 lean launchpad stanford 2019

  1. Our Journey
  2. NEURODIVERSITY NERDS
  3. KIM SCHREIBER MBA “Picker” KIM SALONER MBA “Hustler” EMMA CHEN Master’s in CS “Hacker” PAULINA BIERNACKI Education PhD “SM Expert” TIFFANY LIU CS Undergrad “Hacker” Week 1 App to help adults with autism develop confidence and independence MARIA LENA POPO “Mentor” SABRINA RAMOS “Designer” NEURODIVERSITY NERDSPocketRobin Now Intelligent Meltdown Manager for adults with autism 120 interview s
  4. Value Propositions Channels Customer Relationships Customer Segments Key Resources Key ActivitiesKey Partners Cost Structure Revenue Streams Local resource centers & non-profits particularly with housing and vocational resource matching Local Governments National NGOS: Autism Speaks, Easter Seals Initial skill assessment Individualized goal setting Interactive learning modules Engineering Neurodiversity expertise Week1 Suppliers: App platforms and cloud service providers Gamification & certification Community-building Education Curriculum Design Marketing To increase independence and confidence of adults with autism To relieve caregiver burnout and increase caregiver confidence in abilities of their dependents To provide fun and simple to use skill- building curriculum built specifically for adults with autism via a mobile app Automated services - personal online profile, customized user experience via assessment Communities App platform 30% fee Continued development costs Marketing/advertising Content development & research Technology support services Mobile App Via Caregivers Mobile App via Word of Mouth • Local resource centers • Meetups • Blogs Adults with DSM 5 Level 1 and Level 2 autism spectrum disorder Caregivers of adults with DSM 5 Level 1 and Level 2 autism spectrum disorder Caregivers of adults with autism via a monthly subscription Employers of adults with autism Monthly subscription fee (private pay) by caregivers Fun and simple-to-use skill-building curriculum built for adults with autism via a mobile app 1) Adults with Autism Spectrum Disorder (user) 2) Parents (payers) Increase self-sufficiency Reduce parent burnout
  5. 1 2 3 4 5 6 7 8 9 1 0 Our starting hypothesis was that skill-building is the major challenge for adults with autism facing “the cliff.” Skill-Building Curriculum MVP 1: Paper Prototype 4 5 6 7 8 9 1 0
  6. 1 2 3 4 5 6 7 8 9 1 0 We found that it’s not new skills, but turning new skills into HABITS. “Without reminders, I’ll forget to take a shower or set an alarm.” Adult with autism "I think habits make a bigger impact. It’s easy to learn skills but hard to integrate them into daily life.” Parent 4 5 6 7 8 9 1 0
  7. 1 2 3 4 5 6 7 8 9 1 0 Habit Formation Tool Skill-Building Curriculum Skill-building curriculum Would you like to match with a peer with similar goals? Yes No. I want to do it alone Great! You have set a reminder for: Wake up at 8 am everyday,, Monday, Tuesday, Wednesday, Thursday, Friday, Saturday, Sunday, Every day, 8 am MVP 2: PocketRobin Virtual Assistant for Reminders So we pivoted to become a virtual assistant to form healthy habits 4 5 6 7 8 9 1 0
  8. 1 2 3 4 5 6 7 8 9 1 0 Adults with autism wanted this virtual assistant, Parents wanted a resource-sharing platform. “I need a virtual assistant that gets me out of the house.” Adult with autism “I wish there was a single place I could go to have all my questions about autism answered.” Parent Resource Sharing Virtual Assistant 5 6 7 8 9 1 0
  9. 1 2 3 4 5 6 7 8 9 1 0 We tested a virtual assistant vs. a resource sharing app. Virtual Assistant tool 5 6 7 8 9 1 0 vs “Siri for Autism” Resource Sharing “Yelp for Autism” 6% conversion rate for BOTH! 213268 Landing page visits 5093 Comments, likes, and shares 1215 Form fills
  10. 1 2 3 4 5 6 7 8 9 1 0 Virtual Assistant vs “Siri for Autism” Resource Sharing “Yelp for Autism” The winner was... 5 6 7 8 9 1 0 Because VIRALITY is key to our Word of Mouth channel strategy!
  11. 1 2 3 4 5 6 7 8 9 1 0 And word of mouth was already working for us – we went viral in Colorado! 5 6 7 8 9 1 0
  12. 1 2 3 4 5 6 7 8 9 1 0 So we doubled down on virtual assistant… but how would we keep users engaged? 6 7 8 9 1 0 Engagement
  13. 1 2 3 4 5 6 7 8 9 1 0 We found social engagement was a huge motivator. I wish I could make friends and have friends to come over. Adult with ASD Friends, social activity and helping others motivates me. Adult with ASD 6 7 8 9 1 0
  14. 1 2 3 4 5 6 7 8 9 1 0 So we built our 4th MVP to be an accountability buddy app. 6 7 8 9 1 0
  15. 1 2 3 4 5 6 7 8 9 1 0 Hydrate more Ennio Study 30 min Dan Exercise Tameem Leave by 8:45 Nicholas Pray daily Brian Shave daily Nick Shower Patrick Make bed Katie “Want to continue for another week?” Users were more motivated with accountability buddies. 6 7 8 9 1 0
  16. 1 2 3 4 5 6 7 8 9 1 0 We thought we’d found product-market fit! Habit Formation Tool with accountability buddy system 6 7 8 9 1 0
  17. 1 2 3 4 5 6 7 8 9 1 0 Ok, customers like your product, but can you make money?? ...but the teaching team encouraged us to make sure we were on the right track... 7 8 9 1 0 Ok, customers like your product, but can you make money??
  18. 1 2 3 4 5 6 7 8 9 1 0 We asked our customers: “How much would you pay for our app?” How much would you pay for that mom? It’s your money, son, how much would you pay? Uhh... Uhh... Willingness to pay was… unclear. We needed to run more tests. 7 8 9 1 0
  19. 1 2 3 4 5 6 7 8 9 1 0 $9.99 / month 0.00% Conversion Rate .6% Conversion Rate (not statistically significant but still sad) We built a new pricing test, hoping for the same 6% conversion rate 7 8 9 1 0 Free
  20. 1 2 3 4 5 6 7 8 9 1 0 We reached out to all the people who were excited about our first landing page 8 9 1 0
  21. 1 2 3 4 5 6 7 8 9 1 0 Parents wanted peace of mind, and adults with autism wanted support to prevent meltdowns Adults with AutismParents 9 1 0 8 9 1 0 “peace of mind” “manage my fears” “I have coping skills but forget to use them and then have meltdowns.”
  22. 1 2 3 4 5 6 7 8 9 1 0 We redesigned our landing page with these value props and got 8% conversion for $9.99/month! MVP 6 9 1 0 8% conversion
  23. 1 2 3 4 5 6 7 8 9 1 0 MVP 7: Mitigating meltdowns through emotional regulation 1 0
  24. 1 2 3 4 5 6 7 8 9 1 0 Next, we explored revenue streams beyond private pay. “Anxiety attacks and meltdowns cost $20,000 per hospital stay per person.” “We invest in products that lead to higher employment rates for our clients.” 1 0
  25. 1 2 3 4 5 6 7 8 9 1 0 Institutional partners ARE willing to pay for PocketRobin. “I’ll give you $5,000 to run a 6-month pilot on 100 of our clients.” - Labor & Employment Specialist at the Colorado Regional Center 1 0
  26. 1 2 3 4 5 6 7 8 9 1 0 World-renowned autism self-advocate Temple Grandin is consulting with us. “You should find Key Opinion Leaders!” Emmy and Golden Globe Winner Time 100’s Most Influential People, National Women’s Hall of Fame inductee
  27. Continuing the business ? YES! We are all in :) Milestones: ● March 2019: Continuing testing assumptions around emotional support app ● April 2019: Apply for grant funding for initial development & launch website for early sign-ups ● May 2019: Build initial app with emotion trackers and anxiety reduction modules ● May 2019: Initial investor meetings with impact funds and foundations begin ● June 2019: Roadshow across the U.S. to share app and collect user feedback ● September 2019: Secure seed funding ● October 2019: Launch Version 2 Year - Round - Fundraise - Revenue Milestone ● 2019 Seed $1 million ● 2020 Series A $5 million $120K ● 2021 Series B $15 million $1.2M
  28. Acknowledgements Thank you so much to: Our designer, Sabrina Our mentor, Maria Popo The teaching team Shire House group home And all of the LLP students/teams!
  29. Total Addressable Market: $71.5B (5.5M US citizens w/ autism) * ($13,000 avg cost of disability support programs) Target Market: $15.7B 44% of high functioning autistic adults Served Available Market: $35.8B (50% of 5.5M paying for college-level support) * ($13,000 avg cost of disability support programs) 31 Y1-Y3 Revenue: $120, $1.2M, $12M Estimating $10/mo subscription fee * subscribed users (1000; 10,000; 100,000) Sources: US News Autism Housing Network Autism Speaks Market Size

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