The document describes the results of several hypothesis tests conducted on the Blackboard Academy business model. The tests were aimed at validating different components of the business model, including the value proposition, revenue streams, and channels. Some hypotheses, such as the idea that furniture and devices would be the most expensive resources, were discarded after analysis. Other hypotheses, like the finding that a social platform would greatly benefit teachers, were validated. Additional prospective hypotheses are outlined to test the importance of location and potential partnership opportunities.

1. Blackboard Academy:
hypothesis test (Apr 2014)
ADRIÁN GROBA
MARIA BARBAS
Entrepreneurship and Business Plan
2nd semester
RITA LUCENA
ROMAIN BESCH

2. Current BMC: Blackboard Academy 2.2

3. Tested hypothesis

4. Tested hypothesis
Result: the result of the measure was 11 points interviewing 9 people, giving more
importance to access to financing, access to customers and business promotion.
Model: Easy Office Version: 1.0
Component: Value proposition – flexible cost and schedule office space for entrepreneurs and
freelancers
Hypothesis: Entrepreneurs and freelancers need temporary offices for their professional
activities
Test: Interview 10 people that are or have been entrepreneurs or freelancers, giving
them a set of 15 problems that they face, and the option to choose the 3 most
important ones in order.
Validation: First to be picked gets 3 points, second 2 points, and third 1 point. To validate the
idea, the component needs at least 15 points.

5. Tested hypothesis
Result: 60% of the interviewed said an office in a), normally customer’s or own
office. Cafés in the city center were however the preferred locations.
Model: Easy Office Version: 1.0
Component: Value proposition – flexible cost and schedule office space for HR / coaches
Hypothesis: HR / Coachers need temporary offices for their professional activities
Test: Interview a minimum of 10 people that are or have been HR / coachers, asking
them (a) 3 places where they normally meet with clients / professionals for their
sessions, and (b) if they would be willing to have any other place to be.
Validation: (a) An office have to come to their mind at least in 40% of them (b) An office have
to show up in 80% of the cases in which it didn’t appear in (a)

6. Tested hypothesis
Result: After two weeks sending the emails to business browsed by internet, just
+ 6 visitors in the blog not being our team (it can also be due to professors visit, so
totally discarded). No real responses showing interest in the proposal
Model: Easy Office Version: 1.0
Component: Value proposition – flexible cost and schedule office space for small businesses and
certificate schools
Hypothesis: Small business and certificate schools need temporary offices for their professional
activities
Test: (a) Mail to at least 50 small business and check the change in visitors to a site
created just for the occasion. (b) Mail to at least 5 certificate institutions and check
the change in visitors to a site created just for the occasion.
Validation: By sending them an explanation email with our blog link, experiment at least an
increase of 15 visits to the blog, and at least one response from a certificate school
and 5 from small businesses showing interest.

7. Tested hypothesis
Result: the option with the focus on the platform showed a lower
conversion rate 15,9% than the option with the focus on the physical space
17,1%
Model: Blackboard
Academy
Version: 2.0
Component: Value proposition – the platform to reach students is very important
Hypothesis: Current and potential teachers will benefit a lot from a social platform
Test: Do A/B testing: A) will be the option with the platform and the rental space B) will
be the same, but instead of offering the platform, focusing more on the physical
facilities.
Validation: There should be a considerable difference in conversion rate between A and B, at
least of 10%

8. Tested hypothesis
Result: 19/20 positive answers
Model: Blackboard
Academy
Version: 2.1
Component: Channels
Hypothesis: The platform is our core channel for sales
Test: Surveys, minimum 20 people, with questions regarding if whether or not they will
benefit from online booking.
Validation: At least 50% should answer positively.

9. Tested hypothesis
Result: positive, more than 20% mention it as a possibility, however not as major
source of value in comparison with printers, for example.
Model: Blackboard
Academy
Version: 2.1
Component: Revenue Streams
Hypothesis: Vending machines will be an important source of revenues
Test: Interview 20 potential customers to ask them if they will benefit from the extra
service of having vending machines.
Validation: At least 20 % should mention they would use them.

10. Tested hypothesis
Result: negative, just 2 barely mentioned another one that was the same,
somehow a payment system so they don’t run the risk of not getting paid by
students.
Model: Blackboard
Academy
Version: 2.1
Component: Value proposition – extras further than wifi, classroom facilities (blackboard, desks,
chairs, projector, markers…), coffee and printers.
Hypothesis: Teachers can have a need for other extras, like a secretary, customer management
from the company, security…
Test: Interview 20 target customers and see if they come up with the same added value
not mentioned before.
Validation: At least 5 of the interviewed should mention another extra we have not
considered.

11. Discarded hypothesis

12. Discarded hypothesis
Reason: difficult to get from internet prices, need to ask specifically the needs to
have a number  easy office model obsolete
Model: Easy Office Version: 1.0
Component: Cost Structure
Hypothesis: Furniture and device will be the most expensive key resources
Test: Make an Excel file with all the products and quantities needed to run our business,
check furniture and device companies websites to analyze and compare prices and
visit stores
Validation: If the financial data that we collect shows the hypothesis.

13. Discarded hypothesis
Reason: customer target changed before completing the interviews.
Model: Easy Office Version: 1.0
Component: Channels
Hypothesis: Scheduling will come mostly trough the web platform
Test: Ask at least 10 entrepreneurs+ 10 HR/coachers+ 10 small businesses, to order their
favorite way to schedule a room. Choosing between: platform, in-house, phone,
mail.
Validation: First to be picked gets 3 points, second 2 points, and third 1 point. To validate the
idea, the component needs at least 15 points.

14. Discarded hypothesis
Reason: customer target changed before completing the interviews.
Model: Easy Office Version: 1.1
Component: Value proposition
Hypothesis: The location of our office is a decisive issue. It’s a determinant point of our
business.
Test: Ask at least 10 entrepreneurs+ 10 HR/coachers+ 10 small businesses to quote 3
places in Lisbon where they used to giving appointments for business. Places in
which it would be more convenient for them to meet.
They would have to choose between 10 places we have selected before: Marques
de Pombal, Saldanha, Baixa / Chiado…
Validation: The most relevant place will normally appear very fast. But we can also introduce a
system with points. 1 point for each quote.

15. Prospective hypothesis

16. Prospective hypothesis
Result:
Model: Blackboard
Academy
Version: 2.2
Component: Value proposition - Location
Hypothesis: The location of our office is a decisive issue. We would need to have two locations
to cover the spectrum of customers.
Test: Interview at least 30 targeted customers, asking them about the preferred location.
Validation: Pick the two most preferred location, if the distribution is more egalitarian than
35%, 65%, then we would need to think about opening two offices.
?

17. Prospective hypothesis
Result:
Model: Blackboard
Academy
Version: 2.2
Component: Value proposition – Customer relationships
Hypothesis: Customer might benefit from a pack of prepaid hours if they get a 20% discount.
Test: Interview at least 30 targeted customers, asking them about if whether or not they
would go for it.
Validation: If more than 50% goes for it, it should be lowered the discount to 15% and tested
again.
If more than 20% goes for it, it should be considered, less, it should be discarded.
?

18. Prospective hypothesis
Result:
Model: Blackboard
Academy
Version: 2.2
Component: Key partners– association with OLX and Custojusto
Hypothesis: These companies would allow us to set banners or other kind of advertising to
promote our idea in their section “explicadores”
Test: Try to establish contact, to check if they would be willing to accept banners
specifically in that section of the site.
Validation: No reply of any: null test, find another way
Positive reply of at least one: positive test
?