business model, business model canvas, columbia, customer development, lean launchpad, lean startup, steve blank

1. freemium
Thiago Costa
Guilherme Almeida
Tatiana Hochgreb
ATLAS POLITICO
76 interviews in total
“Bloomberg” of news, using machine learning to
curate and customize news channels, with clear
algorithms that promote transparency and help you
get out of the bubble

2. WHAT WE THOUGHT
We are a media curation app
that aims to help users no only
find articles and videos they
like, but also support content
producers and promote ideas
they believe and value.
Help people out of
their “bubbles” and
find content they want
People want to finance media
outlets and journalists
Differentiated because of
machine learning engine
Clone market strategy
Unserved market (Brazil)

3. Consumers of news apps in general:
we have channels updated in real
time covering a variety of topics
Citizens looking to participate and
influence the political debate: the tool
let them sponsor the creation and
distribution of media content
Political activists, political
consultants, members of political
parties or anyone looking to have a
structured and comprehensive
understanding of media consumption
patterns: we create real time
channels using a variety of
methodologies. We also let users
curate their own channels.
Publishers as well as Youtubers and
Social media influencers
looking for an alternative way to
monetize their content: we offer a
crowdfunding platform
Atlas
Develop Big Data system for
collecting and processing
massive data in real time.
Develop proprietary media
curation algorithms.
Create a mobile app
Connect the tool with some
payment technology
We are a media curation app that
aims to help users no only find
articles and videos they like, but also
support content producers and
promote ideas they believe and
value.
We create channels of media,
updated in real time, organized by
topic and curation mechanism.
The app can also be used as a
research tool to help users
understand what people are reading
outside their social bubble.
We offer an alternative way for
publishers and independent content
producers to monetize their content
and to develop a relationship with
readers.
Readers can donate to journalists
and publishers. They can promote
media by giving donations to a fund
that will be used to distribute that
content in various ads platforms.
Payment Platform
Publishers
Content producers in
general, including
social media
influencers
Political parties and
social movements
Advertisement
platforms
Fixed: computing infrastructure; human resources;
Variable: payment processing fees;
Charging a fee on the donations; Ads inside the platform;
Subscription plan that gives access to a broader list
channels or more functionalities; Selling personalized
channels for political analysis;
Android and iOS app
Webapp
Computing infrastructure
Data Scientists
Software Engineers
Mobile developers
Other types of HR
Capital
Canvas Day 1
Advertisement
Partnership with Publishers,
content producers and social
media influencers
Channel curators
Offer updated and reliable
content

4. ➤ Redefine the problem and value proposition
➤ chose to test 2 main hypothesis:
WHAT WE LEARNED - DAY 2
People want to read news from a
diversity of sources, get out of
the social and political bubble
Organizations and government
will pay for news search
platform
• Corporate clients in the need of news
clipping services (NGOs, government
agencies, politicians, Companies)
• current services are expensive and
have low quality, obsolete
• Machine-learning engine brings
better results than regular
clipping or google alerts.
• Media aggregator proposition
• Freemium strategy
Niche marketing strategy

5. Atlas
Big Data System
Curation Algorithms
Develop Mobile App
Payment technology
Payment Platform
Publishers
Government
Communication
Agencies
Advertisement
platforms
Fixed: computing infrastructure; human resources;
Variable: payment processing fees;
Ads
Freemium
Customization Services
Android and iOS app
Webapp
Computing infrastructure
Data Scientists
Software Engineers
Other types of HR
Capital
GET
App store, Advertisement
Intermediary distributors,
KEEP
Channel curators,
Notifications, Newsletter
GROW
Updates, Referrals, Add ons
Data aggregator of
country wide news
Specialized curation
Consumers of news
on mobile apps in
underserved markets
(Brazil)
Buyers of news clippings
Everyone looking
to browse other
social/political
bubbles
Out of your echo chamber
experience
Support to journalism
through donations
Canvas Day 2

6. WHAT WE LEARNED - DAY 3
People want to read news from a
diversity of sources, get out of the
social and political bubble.
Organizations and government
will pay for news search platform
Customer segments
Value proposition
Data aggregator of country
wide news using machine
learning
Publishers of good reputation
Reliability of content: Data
analytics capacity +
crowdsourcing
Curated content, broad range
of interests: transparent
search algorithms
Male and female, 25-50 yo
get news on mobile
college-degree
regular news reader
Needs to customize access to
topics of interest
find reliable sources (or
check veracity of news)
Buyers of news clippings:
small NGOs, political
parties, politicians
Company CEOs or managers
Other segments that might
need customized, automated
clippings
Value proposition
Customer segments
Cheaper, better and
more scalable clipping of
news and specialized
content
Impact measurement tool

7. Atlas
Big Data System
Curation Algorithms
Develop Mobile App
Payment technology
Payment Platform
Publishers
Government
Communication Agencies
Advertisement platforms
Computing infrastructure
Data Scientists
Software Engineers
Other types of HR
Capital
Data aggregator of country
wide news using machine
learning
• Publishers of good
reputation
• Reliability of content: Data
analytics capacity +
crowdsourcing
• Curated content, broad
range of interests:
transparent search
algorithms
Cheaper, better and more
scalable clipping of news
Buyers of news clippings
- Male and female, 25-50
yo
- get news on mobile
- college-degree
- regular news reader
- Needs to
- customize access to
topics of interest
- find reliable sources
(or check veracity of
news)
Android and iOS app
Webapp
GET
App store, Advertisement
Intermediary distributors,
KEEP
Channel curators,
Notifications, Newsletter
GROW
Updates, Referrals,
Add ons
Fixed: computing infrastructure; human resources
Variable: payment processing fees
Ads
Freemium
Customization Services
Canvas Day 3

8. WHAT WE LEARNED - DAY 4
App
Free
powered by Ads
InApp purchase
Channels marketplace
Clipping service
Basic
Email, WhatsApp
Premium
Customized app and channels
Monthly subscription with added
content (useful for people with
particular interests)
Product A. News app with 2 levels Product B. News clipping
Corporate clipping subscription:
- filter customization to create specific channels
- machine learning search and curation
Additional tools -
- PDF report generator for sponsors,
- news impact measurement tools, new distribution
channel (mobile app),
- instant notification of relevant news, etc.

9. Atlas
Big Data System
Curation Algorithms
Human Curation
Develop Mobile App
Payment technology
Payment Platform
Publishers
Other content curation/
production agencies
Government
Communication Agencies
Advertisement platforms
Computing infrastructure
Data Scientists
Software Engineers
Subject experts
Other types of HR
Capital
Data aggregator of country
wide news using machine
learning
• Publishers of good
reputation
• Reliability of content: Data
analytics capacity +
crowdsourcing
• Curated content, broad
range of interests:
transparent search
algorithms
Cheaper, better and more
scalable clipping of news
and specialized content
Impact measurement tool
Buyers of news clippings:
- small NGO
- political parties,
politicians
- Company CEOs or
managers
- other segments that
might need
customized,
automated clippings
- Male and female, 25-50
yo
- get news on mobile
- college-degree
- regular news reader
- Needs to
- customize access to
topics of interest
- find reliable sources
(or check veracity of
news)
Android and iOS
app, Webapp
Emails, Whatsapp
GET
App store, Advertisement
Intermediary distributors, word of
mouth, professional network
KEEP
Channel curators, Notifications,
Newsletter, Crowdsourcing,
Community
GROW
Updates, Referrals,
Add ons, Content Partners
Fixed: computing infrastructure; human resources
Variable: payment processing fees, advertisement, content curators,
content and distribution partners
Ads
Freemium
Customization Services
Canvas Day 4

10. WHERE WE ARE NOW - DAY 5
Machine Learning
News / info
Collect
Classify
Curate
News app
Clipping app
News Channels
Subjects, Columnists,
Perspectives, Publishers,
etc.
Customized
search
Human Curation
Other
channels
?
Analytics:
Impact Tools,
growths
strategies
Target Market
Cost basis
Machine
Learning
Media
Intelligence

11. NEXT STEPS
News App News clipping
understand potential size
of ad-sponsored vs.
monthly subscription
strategies
• better understand clipping industry and
product
• technical implications - overlap between news
clipping and news app tools
• target market