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

1. Nova Escola HUB
Gustavo Heidrich
Lara Alcadipani
Raniery Aranha
Interviews: 35

2. DAY 1 CANVAS
-Teachers (K-12) of
the public sector in
Brazil.
-Female, 25 – 40,
U$ 10K.
-Underserved
teachers who want to
improve their skills
and solve everyday
classroom challenges
with organized and
high quality resources
-Curate content
-Produce content
-Partnership with
existing companies
-Manage subscription
-Distribution: physical
and online
A subscription with
curated and
organized practical
content for teachers.
Physical distribution
in a monthly basis
(how-to guides,
books, educational
games) and
continuously online
distribution
(courses, videos,
podcasts etc).
-Third sector
-Edtech companies
-Open Distance
learning platforms
-Publishers (books)
-Educational games
-Classroom suppliers
-Social Media: +1.3M
-Website: 2.5 M unique
visitors per month
-SEO
-Newsletter: +200K
-Magazine Ads: +150K
subscribers
-Pedagogical consulting
-Website/platform
developers
-Editorial, sales and
partnership teams
Get: existing
subscribers and
existing audience
Keep: high quality and
unique content +
benefits
Grow: Word of mouth,
MGM and schools
Subscription fee: ~R$ 20 - R$ 50 (U$ 6 – U$ 15)
Entry plan and Premium plan
School subscriptions-Fixed: editorial team, hosting
-Variable: acquisition, printing, distributing, COGS, royalties

3. DAY 5 CANVAS
-Teachers (K-12) of
the public sector in
Brazil.
-Female, 25 – 40,
U$ 10K.
-Underserved
teachers who want to
improve their skills
and solve everyday
classroom challenges
with organized and
high quality resources
-Curate content
-Produce content
-Connect teachers
-Partnership with
existing companies
-Manage subscription
-Distribution: physical
and online
To have social
impact by improving
teaching skills.
A subscription with
curated and
organized practical
content for teachers.
Physical distribution
in a monthly basis
(how-to guides,
books, educational
games) and
continuously online
distribution
(courses, videos,
podcasts etc).
-Third sector
-Edtech companies
-Open Distance
learning platforms
-Publishers (books)
-Educational games
-Classroom suppliers
-Social Media: +1.3M
-Website: 2.5 M unique
visitors per month
-SEO
-Newsletter: +200K
-Magazine Ads: +150K
subscribers
-Pedagogical consulting
-Website/platform
developers
-Editorial, sales and
partnership teams
Get: existing
subscribers and
audience
Keep: high quality and
unique content +
benefits
Grow: Word of mouth,
MGM and
earlyvangelist
Subscription fee: ~R$ 9 - R$ 50 (U$ 3 – U$ 15)
Entry plan and Premium plan
School subscriptions-Fixed: editorial team, hosting
-Variable: acquisition, printing, distributing, COGS, royalties

4. EXPERIMENTS

5. EXPERIMENTS
Entry Plan
Products delivered every month:
-Magazine (print and online)
-Ultimate guide with practical
instructions
-WhatsApp tips
-Benefit club
MVPs:
Intermediate Plan
Products delivered every month:
-Magazine (print and online)
-Ultimate guide with practical
instructions
-WhatsApp tips
-Benefit club
-Access to a Multimedia platform
with videos, podcasts etc
-Online courses
Premium Plan
Products delivered every month:
-Magazine (print and online)
-Ultimate guide with practical
instructions
-WhatsApp tips
-Benefit club
-Access to a Multimedia platform
with videos, podcasts etc
-Online courses
-A Book or a Game in order to help
teachers to implement the
strategies and tips
Pricing:
-R$ 9,9
-R$ 14,9
-R$ 19,9
-R$ 29,9
-R$ 39,9
-R$ 49,9
Mailing:
-350
-350

6. EXPERIMENTS RESULTS
MVPs:
Cheaper More Exp.
Mailing 350 350
Visitors 7% 9%
Entry 19% 13%
Intermediate 6% 13%
Premium 75% 75%
Entry 0% 3%
Intermediaty 0% 0%
Premium 20% 3%
Clicks
Conversion/Visitors
Offer set