1. Team 40 | INTERVIEWS THIS WEEK: 9
TOTAL INTERVIEWS: 112
Karen Burg
(PI)
Sarah Rowlinson
(EL)
Richard Potter
(M)
Timothy Burg
(M)* Formerly Flipped Research Mentoring

2. Team 40 | INTERVIEWS THIS WEEK: 9
TOTAL INTERVIEWS: 112
Karen Burg
(PI)
Sarah Rowlinson
(EL)
Richard Potter
(M)
Timothy Burg
(M)
* Formerly Flipped Research Mentoring

3. Team 40 |Original Business Model Canvas
Product features instead of VP’s
Very broad customer segments

4. Team 40 | Here’s What We Did
Research
Enterprise
Researchers
Government
STEM
Industry
Professional
Organizations
Institution
Higher Ed
Industry

5. Team 40 | Here’s What We Found
Customer Segment
Babies don’t buy baby food, parents buy baby food
“The students don’t matter”
End User
Influencer
Buyer
(8) total
Primary (2)
Secondary (6)
Primary (2)
Value Propositions
Customer pains = critical metrics for defining institution success
Success  increased # & quality of student and faculty recruitment, more $
Product
Features
Broad
metrics
Peer
institution

6. University
Central
Administration
State
Federal
Industry
AlumniStudents
Faculty
Staff
Team 40 | Customer Archetypes
Central Admin Characteristics
-- Multi-faceted pressures
-- Establishing “visions” and
initiatives for university
-- Has been promoted
through university structure
-- Has $ to allocate
-- Needs faculty buy-in

7. Team 40 | VP Canvas
Central Administration
Jobs
1. Long-term
vision
2. Management
Pains
1. University rankings
2. Limited resources ($,
space, personnel)
3. Lack of STEM diversity
4. Current academia
incentive structure
(research over all else)
Gains
1. University Prestige
2. Competitive recruitment of
students, faculty and staff
3. Timely degree completion
4. Student retention
Products & Services
A curriculum that
combines an
introductory research
experience with
mentoring.
Pain Relievers
Engages faculty, graduate students
and undergraduate students in a
relationship that is reflective and
intentional
1. Increased freshman to
sophomore student retention
Gain Creator
Progress towards
research project
because of student
hands-on opportunity

8. Team 40 | Customer Archetypes
Program Director Characteristics
-- Either full-time staff or researcher
with part-time appointment
-- Broad understanding of research
-- May or may not have $
-- Likely has influence in decision
Program
Director
Faculty
Research
Centers
Chairs
Deans

9. Team 40 | VP Canvas
Research Program Director
Jobs
1. Program
Development
2. Coordinating
engagement
3. Matching
4. Facilitating
5. Assessment
Pains
1. Concerns of mentoring
relationship quality
2. Recruitment of
students and faculty
3. Limited resources ($,
space, personnel)
4. Lack of STEM diversity
5. Current academia
incentive structure
(research over all else)
Gains
1. Students gain valuable
hands-on experience
2. Timely degree completion
3. Student retention
4. Program receives positive
publicity and funding
Products & Services
A curriculum that
combines an
introductory research
experience with
mentoring.
Pain Relievers
Engages faculty, graduate students
and undergraduate students in a
relationship that is reflective and
intentional
1. Increased freshman to
sophomore student retention
Gain Creator
Progress towards
research project
because of student
hands-on opportunity

10. Team 40 | End-User Archetype
Pain Points
-- limited time
-- limited resources
-- oversees lab safety/liability
-- unrealistic expectations of
student researchers
-- bad communication
-- bad management of lab
members

11. Team 40 | End-User Archetype
Pain Points
-- unrealistic expectations of
student researchers
-- bad communication
-- bad management of lab
members
-- overwhelmed

12. Team 40 | End-User Archetype
Pain Points
-- Belonging uncertainty
-- Not being competitive STEM graduates
-- Switching majors / flunking out
-- Discomfort approaching faculty/grad
-- Classes
-- Organizations/clubs
-- Jobs

13. Team 40 | Mid-Point Business Model Canvas

14. Team 40 | Here’s What We Did
Research
Enterprise
Researchers
Government
STEM
Industry
Professional
Organizations
Institution
Higher Ed
Industry

15. Team 40 | Here’s What We Found
STEM – related Industry
Concerned about STEM workforce pipeline (# and quality of employees)
Care about undergraduate experience and T-shaped students
High importance on mentoring (in company culture)
HigherEd – related Industry
Channels
How do they reach buyers in institutions?
Acquisition / revenue
What business model was effective for them?
University Corporation
Mutually beneficial partnership
Strengthen relationship
Learn from their experiences

16. Team 40 | Final Business Model Canvas
institutions
institutions
as measured by exiting survey
as measured by exiting survey
Functions Questionnaire by 10 %
graduate student research mentors

17. Team 40 | Final Business Model Canvas

18. Team 40 | Final Business Model Canvas

19. Team 40 | Market Size
4 year institutions awarding
bachelors degrees in STEM
Freshmen and Sophomore
participants
Universities lacking student retention
/ student engagement (during
graduation analysis)
Original Market Size
Universities that
have REU
programs
(59)
Universities
that are
members of
CUR
(598)
Universities
that are
members of
AASCU
(419)
Student
Focused
Institution
Focused
Current Market Size
(11)
REU = Research Experience for
Undergraduates
AASCU = American Association for
State and College Universities
CUR = Council on Undergraduate
Research

20. Team 40 | Market Size
Universities that
have REU
programs
(59)
Universities
that are
members of
CUR
(598)
Universities
that are
members of
AASCU
(419)
0
1
2
3
4
5
0-10K 10K-20K 20K-30K 30K +
Under Grad Enrollment (in thousands)
Undergraduate Enrollment
0
1
2
3
4
5
6
0-2K 2K-4K 4K-6K 6K-8K +
Grad Enrollment (in thousands)
Graduate Enrollment
0
1
2
3
4
5
6
0-10K 10K-20K 20K-30K 30K +
TOTAL Enrollment (in thousands)
Total Enrollment

21. Team 40 | Distribution Channel Diagram
CHANNELS
1. Internal
2. Professional
Organizations
3. Industry/Corporate
Partnerships
4. Publishing
5. Consultants
6. Funding
agency
1. Purchasing power
2. Institutional support
and enforcement
3. Widespread adoption
Central
Administration
Program Directors
Department Chairs
Faculty
Graduate Students
Undergraduate Students
End Users
Messaging/purchasing
Adoption

22. Team 40 | Competitive Players
Competitive Players
1. Mentoring Books
2. NIH National Research Mentoring Network, University of Wisconsin-Madison Mentor
Training Core
3. Howard Hughes
4. National Mentoring Partnership
- “How-to” for youth mentoring program
5. Center for Mentoring Excellence
- Books, tookits
- On-sight training and workshops
6. Systran
- Industrial “train-the-mentor” program workshop
- Consulting
7. Management Mentors
- Consulting
- Training
- Certificates and accreditation
Saboteur – blocking adoption (not having an open mindset)
- Professional organizations have resources on websites
- Naïve assuming it reaches the people

23. Team 40 | Summary
Video Links:
2-Minute http://youtu.be/4Zia1tilPfA
1-Minute http://youtu.be/J34MGLI_9go
We learned:
-- There are numerous institutional barriers to adoption
-- Need to reach a critical mass of supporters in a university, or “early evangelists”
-- Universities have a lot of pressure to increase quality of education
-- Time and $ are limiting factors for customer segments and end users
-- Understanding individual institutional goals will help with alignment of VP’s
-- 46 peer comments, thank you!

24. Team 40 | Revenue Model
Free
(~5) Universities
Big-name, user endorsement
Campus License
Flat cost model
per university/year
$1000
Campus License &
Consulting
Flat cost model
per university/year
Reach # of students
in validation study
Free consulting workshops
at conferences
I-Corps L budget
Registered Copyright
~ $200
Trademark
Travel costs, Publishing
Spring 2016 Fall 2016 Fall 2017
IT integration
Paid advertisement
space in email
newsletter
NSF EAGER budget
Sarah (dev, marketing)
Tim (dev, and marketing)
Karen (marketing)
Richard (advising)
Sarah (dev, marketing, sales)
Tim (dev, and marketing)
Karen (marketing)
Richard (advising)
Sarah (dev, marketing, sales)
Tim (dev, and marketing)
Karen (marketing)
Richard (advising)
No cost royalty
Negotiate 1% cost royalty