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

1. Pointed
Team:!
Gabriel Teo!
Guan Hao Chan!
Kaidi Sun!
Christian Chow!
Interviews Today: 7!
Interviews to Date: 67!
Learning tool that utilizes crowd-sourced evaluation to enhance
team-based learning in academic environments

2. KP! KA! VP! CR! CS!
Small and medium-sized
companies, operating in a
lean fashion with an open-
office concept: lots of
meetings, discussions and
interactions.!
Academic environments with
group work, presentations
and classroom discussions.!
Managers will be closely
engaged to customize and
implement the software for
the organization.!
Usage of software will be
largely autonomous and
independent, as managers
will facilitate sessions and
user behavior.!
Software will be distributed
via downloads through the
internet with no physical
product.!
Product will be marketed
mainly through word-of-
mouth and targeted online
advertising.!
Feedback is immediate,
transparent, continuous and
accountable.!
Smart Management!
Managers get evaluation
data fed to them to provide
managerial intelligence on
team dynamics and
individual performances.!
Enhanced Performance!
End-users gain objective,
holistic and specific
feedback on every single
work interaction.!
Users will provide
feedback on other
users after every
meaningful interaction.!
Users will review the
comments given
after interactions.
Managers will use
comments to assess
work performance.!
Pointed will be
developed from scratch.!
App provides a
platform for users to
give and view
comments.!
Data analytics will
provide smart
managerial insights for
managers to use and
act upon.!
Variable Costs!
Server costs will be our largest cost component. We intend to utilize AWS as
it allows us to easily scale up our operations with increased demand.!
Fixed Costs!
Manpower and advertising costs will make up our largest cost component in
this category. We intend to operate leanly to minimize expenditure.!
Subscription Model. Pointed will be offered free of charge for the first 50 users
of any organizations, and will cost any additional user $5/month thereafter.!
KR! C!
C$! R$!
In-house Consultants. Pointed will expand to provide experts to provide
specific data analytics towards companies to enhance their talent
management through our software. !
Executers: Managers!
End-users: Employees!
Initial Client Base!
The initial client base
will be established
through alpha and
beta-testing phases,
and will have a huge
influence in testing
the functionality and
application of the
software.!
Day 1

3. What We Thought – Day 1!
Teams
• Pointed would be relevant in all team
settings
• Crowd-sourced awareness and informed
development to end-users
• Managerial intelligence and efficient
evaluation to managers
• Improved productivity and attractive
team culture to CEOs
• Software as a Service
• Provide consulting service

4. KP! KA! VP! CR! CS!
Small and medium-sized
companies with an open
culture. operating in a lean
fashion with an open-office
concept: lots of meetings,
discussions and
interactions.!
Academic environments
with group work,
presentations and
classroom discussions
where there is a constant
need for interactions in a
group setting.!
Software will be distributed
via downloads through the
internet with no physical
product.!
Product will be marketed
mainly through word-of-
mouth and targeted online
advertising.!
Feedback is immediate,
transparent, continuous and
accountable.!
Users will provide
feedback on other
users after every
meaningful interaction.!
Users will review the
comments given
after interactions.
Managers will use
comments to assess
work performance.!
Pointed will be
developed from scratch.!
Variable Costs!
Server costs will be our largest cost component. We intend to utilize AWS as
it allows us to easily scale up our operations with increased demand.!
Fixed Costs!
Manpower and advertising costs will make up our largest cost component in
this category. We intend to operate leanly to minimize expenditure.!
Subscription Model. Pointed will be offered free of charge for the first 50 users
of any organizations, and will cost any additional user $5/month thereafter.!
KR! C!
C$! R$!
Primary customers: CEOs!
Executers: Managers!
End-users: Employees!
Smart Management!
Managers get evaluation
data fed to them to provide
managerial intelligence on
team dynamics and
individual performances.!
Enhanced Performance!
End-users gain objective,
holistic and specific
feedback on every single
work interaction.!
Open Culture!
Transparency and openness
of opinions are promoted
within the workplace.!
Managers will be closely
engaged to customize and
implement the software for
the organization.!
Usage of software will be
largely autonomous and
independent, as managers
will facilitate sessions and
user behavior.!
App provides a
platform for users to
give and view
comments.!
Data analytics will
provide smart
managerial insights for
managers to use and
act upon.!
In-house Consultants. Pointed will expand to provide experts to provide
specific data analytics towards companies to enhance their talent
management through our software. !
Initial Client Base!
The initial client base
will be established
through alpha and
beta-testing phases,
and will have a huge
influence in testing
the functionality and
application of the
software.!
Day 2

5. What We Learned – Day 2!
Single segment focus Focused on corporates
Managers are not
decision-makers
Pointed would be
applicable in companies
with an open culture
Big companies have internal
HR systems
Identified CEOs as
primary customers
Focused on small
companies and startups
Removed in-house
consulting as a source
of revenue
Small companies
Startups

6. KP! KA! VP! CR! CS!
Primary customers: CEOs!
Executers: Managers!
End-users: Employees!
Startups!
Managers will be closely
engaged to customize and
implement the software for
the organization.!
Usage of software will be
largely autonomous and
independent, as managers
will facilitate sessions and
user behavior.!
Software will be distributed
via downloads through the
internet with no physical
product.!
Product will be marketed
mainly through word-of-
mouth and targeted online
advertising.!
HR journals and publications
(to be validated)!
Feedback is immediate,
transparent, continuous and
accountable.!
Smart Management!
Managers get evaluation
data fed to them to provide
managerial intelligence on
team dynamics and
individual performances.!
Enhanced Performance!
End-users gain objective,
holistic and specific
feedback on every single
work interaction.!
Open Culture!
Transparency and openness
of opinions are promoted
within the workplace.!
Design a platform that
is simple, non-
disruptive and user-
friendly.!
Provide concise,
actionable insights.!
App provides a
platform for users to
give and view
comments.!
Data analytics will
provide smart
managerial insights for
managers to use and
act upon.!
Server (e.g. AWS)!
Variable Costs!
Server costs will be our largest cost component. We intend to utilize AWS as
it allows us to easily scale up our operations with increased demand.!
Fixed Costs!
Manpower and advertising costs will make up our largest cost component in
this category. We intend to operate leanly to minimize expenditure.!
Subscription Model!
Pointed will be offered at the cost of $5/month per user.!
KR! C!
C$! R$!
Pointed will be
developed from scratch.!
Initial Client Base!
The initial client base
will be established
through alpha and
beta-testing phases,
and will have a huge
influence in testing
the functionality and
application of the
software.!
Small companies!
Day 3

7. What We Learned – Day 3!
Startups are relatively small
Removal of free-service
promotion
Concerns about level
of anonymity
Concerns about disruption
to work flow
Managers concerned that
Pointed would introduce
more work instead
Customize the level of
transparency to align with
company culture
Introduce tweet format to
keep it simple short
Introduced smart
managerial reports
Small companies
Startups

8. KP! KA! VP! CR! CS!
Primary customers: CEOs!
Executers: Managers!
End-users: Employees!
Free trial!
Telemarketing to early
adopters!
App stores!
Official website!
Feedback is immediate,
transparent, continuous and
accountable.!
Smart Management!
Managers get evaluation
data fed to them to provide
managerial intelligence on
team dynamics and
individual performances.!
Enhanced Performance!
End-users gain objective,
holistic and specific
feedback on every single
work interaction.!
Open Culture!
Transparency and openness
of opinions are promoted
within the workplace.!
Design a platform that
is simple, non-
disruptive and user-
friendly.!
Provide concise,
actionable insights.!
Pointed will be
developed in-house.
Thus we have no
external suppliers.!
Initial clientele will
have a huge influence
in testing the
functionality and
application of the
software.!
App provides a
platform for users to
give and view
comments.!
Data analytics will
provide smart
managerial insights for
managers to use and
act upon.!
Server (e.g. AWS)!
Variable Costs!
Server costs will be our largest cost component. We intend to utilize AWS as
it allows us to easily scale up our operations with increased demand.!
Fixed Costs!
Manpower and advertising costs will make up our largest cost component in
this category. We intend to operate leanly to minimize expenditure.!
Subscription Model!
Companies will be charged $5/month per user.!
KR! C!
C$! R$!
Successful start-ups who are
rapidly scaling.!Academic and
Corporate Experts in
fields of talent
management.!
Telemarketing!
Word-of-mouth!
Startups!
Small companies!
Day 4

9. What We Learned – Day 4!
Customers were most
convinced when they
needed scalable
management
Targeted startups that
are rapidly scaling or
are in transition
Need for theoretical
credibility
HR departments control
learning and talent
management tools
Inertia to switch from
existing systems to Pointed
Endorsements from HR
journals and industrial-
organizational
psychologists
Modify our channels to
reach out to HR
departments
Introduced free trial period
Startups in
transition

10. KP! KA! VP! CR! CS!
Primary customers:
Department heads!
Executers: Professors!
End-users: Students!
Pointed is targeted at
universities, particularly at
classes where students work
frequently in team based
settings.!
Free trial!
Telemarketing to early
adopters!
App stores!
Official website!
Feedback is immediate,
transparent, continuous and
accountable.!
Smart Management. !
Managers get evaluation
data fed to them to provide
managerial intelligence on
team dynamics and
individual performances.!
Enhanced Performance!
End-users gain objective,
holistic and specific
feedback on every single
work interaction.!
Open Culture!
Transparency and openness
of opinions are promoted
within the workplace.!
Design a platform that
is simple, non-
disruptive and user-
friendly.!
Provide concise,
actionable insights.!
Pointed will be
developed in-house.
Thus we have no
external suppliers.!
Soft-launch to test
product with
professors to discover
bugs and usage data !
App provides a
platform for users to
give and view
comments.!
Data analytics will
provide smart
managerial insights for
managers to use and
act upon.!
Server (e.g. AWS)!
Variable Costs!
Server costs will be our largest cost component. We intend to utilize AWS as
it allows us to easily scale up our operations with increased demand.!
Fixed Costs!
Manpower and advertising costs will make up our largest cost component in
this category. We intend to operate leanly to minimize expenditure.!
Subscription Model!
Companies will be charged $5/month per user.!
KR! C!
C$! R$!
Academics in the field
of talent management.!
Telemarketing!
Word-of-mouth!
Direct Sales!
Day 5

11. What We Learned – Day 5!
Users questioned
diminishing returns to
using the tool
Customer lifetime value is
limited – acquisition
cost is high
HR: inherent conflict
between compensation and
developmental tool
Need to ensure
compensation is de-linked
from the insights of the tool
No longer
feasible

12. New Hypotheses – Day 5!
Need right incentives for
usage of the tool
Universities have focus on
learning for appropriate
usage of Pointed
New students come in
every semester
Large number of students
per batch
High customer LTV
Acquisition cost-to-LTV ratio
is probably lower
Universities

13. What We Are Going to Do Next!
• Conduct further survey of students to discover level of
anonymity and usage of application
• Validate user interface with students to discover level of
disruption to classroom
• Survey professors to understand what kind of insights they
want on student behavior
• Survey willingness to pay of department heads for such tool.
Who would be a paying entity?
• Reach out to previous profs who committed to pilot our tool
in their class to continue our development