4. Key Partners
Key Activities
•Analytics
•Cloud Provider
•Development Resource
•College / SAT Prep Centers
•Data Maintenance
(Pathways)
•Web Maintenance &
Development
•Relationship forming
(Marketplace)
•Grassroots evangelism
Key Resources
•Web & Mobile Engineer
•Offshore Dev Team
•UX/UI Design
•Open APIs (Data)
•Academic expert /
Occupational therapists
•AWS / Cloud infrastructure
•IP (domain,
trademark/servicemark,
incorporation)
Cost Structure
• Technology – Engineering & Platform
• Customer Acquisition
Value Propositions
Simple uncluttered
interface
•Discover career options;
self assessment
•Research career options
•Career pathways
•Career planning platform
•Connect to mentors &
coaches (marketplace)
Flow:
1)Search / Test
2)Career Options
3)Pathways
4)Coaching / Mentoring
5)Facility for managing
information
Customer
Relationships
•Self Service
•Community forums
•Sales Pitches > Contracts
•Progress Reporting
•Drip marketing campaigns
(marketing automation)
Customer Segments
•High School Students
•School District
(administrators, teachers,
guidance counsellors)
•Parents of Students
•Career Coaches
•Mentors
Channels
•Test prep centre partners
•Parent magazines
advertising
•Direct to user
(individual/self serve
website)
•Parent Teacher Meetings
•Sales presentations to
teachers & school admin
•Presentations at
conferences/ white papers
•Online advertising
Revenue Streams
2 options:
•Freemium – Search = Free; Pathways = Paid
•Free – Advertising & Sponsorships
5. DAY 1
Value Propositions
Simple uncluttered interface
• Discover career options; self
assessment
• Research career options
• Career pathways
• Career planning platform
• Connect to mentors & coaches
(marketplace)
Flow:
1. Search / Test
2. Career Options
3. Pathways
4. Coaching / Mentoring
5. Facility for managing information
Customer Segments
•
High School Students
•
School District (administrators,
teachers, guidance counsellors)
•
Parents of Students
•
Career Coaches
•
Mentors
6. DAY 1 DAY 2 = PIVOT!
HYPOTHESIS
ACTIONS
Marketplace for HS
students and
mentors = Value
Simple career search
and planning = Value
HS Guidance
counselors = Channel
RESULTS
ITERATE
FALSE
Drop it.
(1) Security concerns
(2) No clear
incentive for
mentors
Interviewed
students, teachers,
and parents.
TRUE
Focus on it.
Student engagement Introduce ELI5 style.
and ownership are
(Explain Like I’m 5)
the real needs.
FALSE
Mostly takes care of
logistics.
Drop it.
6
7. Key Partners
• Cloud Providers
• Analytics
• Development Resource
• College / SAT Prep
Centers
Key Activities
• Algorithm development
• Compose ELI5 renditions
of raw data
• Web Maintenance &
Development
• Data Maintenance
(Pathways)
• Relationship forming
(Marketplace)
• Grassroots evangelism
Key Resources
• Full Stack Engineering
Team (UX/UI, Cloud,
Mobile, Web)
• Writers
• IP (algorithm)
• Open APIs (Data)
• Web & Mobile Engineer
• Offshore Dev Team
• Academic expert /
Occupational therapists
• AWS / Cloud
infrastructure
Cost Structure
• Technology – Engineering & Platform
• Customer Acquisition
• Writers
Value Propositions
• One step career path
search
• Career planning platform
• Natural language
interpretation
• De-cluttered
interface
• ELI5 style
Simple uncluttered
interface
• Discover career options;
self assessment
• Research career options
• Career pathways
• Connect to mentors &
coaches (marketplace)
Flow:
1)Search / Test
2)Career Options
3)Pathways
4)Coaching / Mentoring
5)Facility for managing
information
Customer
Relationships
GET:
• Grassroots evangelism
KEEP:
• Gamification & ELI5
• Drip marketing
campaigns (marketing
automation)
GROW:
• Referral competitions
•
•
•
•
Self Service
Community forums
Sales Pitches > Contracts
Progress Reporting
Customer Segments
• High School Students
aged 14-18 with
household incomes of
$40,000+
• School District
(administrators,
teachers, guidance
counsellors)
• Parents of Students
• Career Coaches
• Mentors
Channels
•
•
•
•
•
High School Teachers
Direct to user
Test prep centers
Parent magazine ads
Online ads
• Parent Teacher Meetings
• Sales presentations to
teachers & school admin
• Presentations at
conferences/ white
papers
Revenue Streams
2 options:
• Freemium: Free with ads. Pay to remove ads.
• Free – Advertising & Sponsorships
8. DAY 2 DAY 3 = some iterations
HYPOTHESIS
ACTIONS
RESULTS
ITERATE
Generates profit
100% from
advertising
Crunched numbers.
FALSE
Loss even at target
market share
Come up with a
new revenue
model.
All HS students need
a career search tool.
ELI5 style would
improve student
engagement.
FALSE
Narrow our
Found no interest from archetype to
Freshman/Sophomore. Juniors and Seniors.
Interviewed more
students and
teachers.
TRUE
Positive feedback
Keep it.
8
9. CHANNELS, GET, GROW, $
High School Teachers + Direct-to-User
Student runs free searches
Create account and save searches
$10 or refer 10 friends to unlock more features
Referral
*See $ numbers at the end of presentation.
10. Key Partners
• Universities
• Test Prep Centers
• Cloud Providers
Key Activities
• Algorithm development
• Compose ELI5 renditions
of raw data
• Web Maintenance &
Development
Key Resources
• Full Stack Engineering
Team (UX/UI, Cloud,
Mobile, Web)
• Writers
• IP (algorithm)
• Open APIs (Data)
Cost Structure
• Technology – Engineering & Platform
• Customer Acquisition
• Writers
Value Propositions
• Career discovery simplified
• Career planning gamified
• Natural language
interpretation
• De-cluttered
interface
• ELI5 style
Customer
Relationships
GET:
• Grassroots evangelism
• Online and print media
advertising
KEEP:
• Gamification & ELI5
• Drip marketing
campaigns (marketing
automation)
GROW:
• Referral competitions
Customer Segments
• High School Juniors &
Senior aged 16-18 who
are unsure of their
career/college choice
Channels
• High School Teachers
• Direct to user
Revenue Streams
• Freemium: Free with ads & hidden content. Pay to remove
ads and reveal additional content
• Partner Advertising - $11.4M (1% of College Adv. Spend)
• Subscription - $2.1M (25% of Target as paying)
11. DAY 3 DAY 4 = $ Day
HYPOTHESIS
ACTIONS
RESULTS
ITERATE
Users like our new
freemium referral
model.
Interviewed
students.
TRUE
Positive feedback.
Received some idea of
WTP.
Keep it.
Our cost estimations
make sense.
Validate the cost
estimations with
tech experts
TRUE
Cost estimates are in
line with industry
averages.
Keep it.
Market size
estimation
Launch a targeted
ad campaign on
Facebook.
See results at the end
of DAY 5.
-
11
13. Key Partners
• Universities
• Test Prep Centers
• Cloud Providers
Key Activities
• Algorithm development
• Compose ELI5 renditions
of raw data
• Web Maintenance &
Development
Key Resources
• Full Stack Engineering
Team (UX/UI, Cloud,
Mobile, Web)
• Writers
• IP (algorithm)
• Open APIs (Data)
Cost Structure
• Technology – Engineering & Platform
• Customer Acquisition
• Writers
Value Propositions
• Career discovery simplified
• Career planning gamified
• Natural language
interpretation
• De-cluttered
interface
• ELI5 style
Customer
Relationships
GET:
• Grassroots evangelism
• Online and print media
advertising
KEEP:
• Gamification & ELI5
• Drip marketing
campaigns (marketing
automation)
GROW:
• Referral competitions
Customer Segments
• High School Juniors &
Senior aged 16-18 who
are unsure of their
career/college choice
Channels
• High School Teachers
• Direct to user
Revenue Streams
• Freemium: Free with ads & hidden content. Pay to remove
ads and reveal additional content
• Partner Advertising (Colleges spend 1.1bn annually in adv.)
• Subscription - $2.1M (25% of Target as paying)
14. DAY 4 DAY 5 = !!!
• Gathered feedback from more students
DAY 4 morning. Identified 0% interest!!
• “Do we have a business?!”
• “Are we focusing the wrong customers?!”
• “Should we go for college students?!”
• “Who are the competitors in that market?!”
14
15. DAY 4 DAY 5 = !!!
• Reassessed the situation.
• Found:
• The high school we interviewed has
highly competitive admissions process,
high graduation rate, etc.
• We were interviewing the wrong
archetype!
15
16. DAY 4 DAY 5 = GAIN!
• Archetype hypothesis confirmed!
• Our primary archetype is a high school
junior or senior who is UNSURE of his/her
future.
16
17. Key Partners
• Universities
• Test Prep Centers
• Cloud Providers
Key Activities
• Algorithm development
• Compose ELI5 renditions
of raw data
• Web Maintenance &
Development
Value Propositions
• Career discovery simplified
GET:
• Grassroots evangelism
• Online and print media
advertising
KEEP:
• Gamification & ELI5
• Drip marketing
campaigns (marketing
automation)
GROW:
• Referral competitions
• Natural language
interpretation
• De-cluttered
interface
• ELI5 style
• Career planning –
gamified (Postponed
from MVP)
Key Resources
•
•
•
•
Web/Algorithm Development – $51k (One-time)
Hosting and Maintenance – $70k (Ongoing per year)
CAC – $4.4m (Ongoing per year)
Writers – $25k (Ongoing per year)
Customer Segments
• High School Juniors &
Senior aged 16-18 who
are unsure of their
career/college choice
Channels
• High School Teachers
• Direct to user
• Full Stack Engineering
Team (UX/UI, Cloud,
Mobile, Web)
• Writers
• IP (algorithm)
• Open APIs (Data)
Cost Structure
Customer
Relationships
Revenue Streams
•
•
•
•
Freemium model: Pay/refer friends to unlock features.
Subscription – $6.5m (25% of target as paying, per year)
Advertising – $60k (based on target page views, per year)
Partner Advertising (Colleges spend 1.1bn annually in adv.)
18. FACEBOOK AD RESULTS
MARKET SIZE
•
•
•
Pay-per-click campaign
Target: U.S. high school juniors and seniors (age 15-18)
Landing page: www.origins.io
We’ve collected 124 email addresses in < 48 hours!
19. REVENUE ESTIMATION
MARKET SIZE
1
1
HS Juniors & Seniors = 6.8M
2
38% showed interest in
a search tool = 2.8M
3
Capture 25% of this market
= 646K
2
3
TOTAL ESTIMATED ANNUAL REVENUE = $10 x 646k = 6.46m
20. COST ESTIMATION (in 1,000s)
Web/Algorithm Dev
Writers
Web/Algorithm Maintenance
Writers
Hosting
CAC
SUNK ONE-TIME COSTS
(30 days, 5.3 offshore staff, pricing average $41
41
per hour)
10
(1,000 hours @ $10)
FIXED COST (PER YEAR)
60
(1.5 offshore staff per year)
25
(0.5 writers per year)
VARIABLE COST (PER YEAR)
(Linear cost directly proportional to
11
traffic/customer count)
4,414
(Results based on CTR of Facebook campaign)
TOTAL ESTIMATED ANNUAL COST = 4.51m
TOTAL ESTIMATED ANNUAL PROFIT = ~2m
