1. Customer Discovery
Interviews in last 24 hours: 15
Total interviews to date: 87
# Columbia students: 72
# Columbia faculties: 5
# Student groups: 5
# Students of other university: 5
Hua Liao (MS&E)
Hongkai He (MS&E)
Yang Liu (MS&E)
Kaibing Zhang (MSOR)
http://Talentjungle.weebly.com

2. Cost Structure Revenue Streams
Key Partners Key Activities
Key Resources
Value Proposition Customer Relationship
Channels
Customer Segments
The business model Canvas Talent Jungle
12-Jan-2015
Iteration #1

3. Customer Segments
• ???
• People with some
certain talents
• Friendly and outgoing
• Would like to teach for
money
• ???
• Wants to learn a
certain skill
• Price sensitive
Holy Guess – day 1
Value Proposition

4. Pivots
Day 1
Value
Proposition
Customer
Segmentation
An offline peer-
teaching platform
Course providers &
course explorers

5. Pivots
Day 1 Day 2
Value
Proposition
Customer
Segmentation
An offline peer-
teaching platform
College-based
platform for offline
“light” learning
Course providers &
course explorers
Course providers
• Teach for money
• Teach for exchange
• Don’t care money
Course explorers
• Accept high
charges
• Accept reasonable
charges
• Refuse to pay

6. What is light learnin
1. Self-complete (bite-size)
knowledge
2. One-time short lecture
3. Limited # of participants
4. Don’t need to prepare
equipment

7. Pivots
Day 1 Day 2 Day 3
Value
Proposition
Customer
Segmentation
An offline peer-
teaching platform
College-based
platform for offline
“light” learning
College-based
platform for offline
“light” learning
Uncover hidden
interests
Course providers &
course explorers
Course providers
• Teach for money
• Teach for exchange
• Don’t care money
Course explorers
• Accept high
charges
• Accept reasonable
charges
• Refuse to pay
Course providers
• Student with
social science
background
Course explorers
• Who learn for a
particular skill
• Who learn for
social and fun

8. Pivots
Day 1 Day 2 Day 3 Day 4
Value
Proposition
Customer
Segmentation
An offline peer-
teaching platform
College-based
platform for offline
“light” learning
College-based
platform for offline
“light” learning
Uncover hidden
interests
College-based
platform for
offline “light”
learning
Uncover hidden
interest
Improve social
experiences
Course providers &
course explorers
Course providers
• Teach for money
• Teach for exchange
• Don’t care money
Course explorers
• Accept high
charges
• Accept reasonable
charges
• Refuse to pay
Course providers
• Student with
social science
background
Course explorers
• Who learn for a
particular skill
• Who learn for
social and fun
Course providers
• Students
• Faculty
• Student groups
Course takers
• Explorers
• Intended
learners

9. Customer Validation – day 4 to day 5
14/15 students show great interest in some of
the courses when we show them the website.
6/7 students leave their Lionmails to get pilot
access and mail push of Talent Jungle.
2/4 say yes to pre-pay up front for a course
when asked to.
5/7 students clubs respond to us within the
same day.
3/5 give us oral commitment that they will
provide offline courses on Talent Jungle when
the website is launched.

10. Business
Model on
Day 5

11. Cost Structure Revenue Streams
Key Partners Key Activities
Key Resources
Value Proposition Customer Relationship
Channels
Customer Segments
The business model Canvas Talent Jungle
16-Jan-2015
Iteration #5

12. Customer Segmentation
Provider
Explorer
Intended
learner
Sarah
28
Master student
at Teacher
College
Eric
19
Sophomore at
Columbia,
majoring history
Liang
27
MBA of Columbia
Business School
• Kenya Student in Teachers College at Columbia, studying Applied
design for learning
• Would like to offer free courses, like Kenyan Culture
• Enjoy the experience to teach, apply what she has learnt into use
• Teaching experience will be helpful in polishing CV and job
• American student of history major, enjoying his 2nd year of college
• Has curiosity of everything around him
• Eager to try new things, especially things that is unique
• Very friendly and outgoing person
• Has relatively flexible schedule
• Single Chinese MBA student with over 5 years working experience
on consulting in the US
• Has a TO STUDY list for a long time but never manages to figure
out enough time for them
• Want to relax and have fun with people in his spare time (if there is
any), while don’t want to waste his time talking random gabs
• Do not mind paying for courses as long as he is interested

13. Work Flow
Explorer
Intended
learner
Provider
$ $ $ $
Taker side Provider side
Flow of money
Flow of skill/knowledge
Flow of course information
$

14. Cloud service
provider
App storeStudent clubs
Student affair
office
▪ Quality course and its provider
▪ User behaviour/preference data
Key activities/resources/partners
Platform
development
Customer
acquisition
Facilitate
transaction
Cross-selling
Platform
maintenance
Platform
promotion
Key resources
▪ Capital
▪ Human resource
Key activities
Key Partners

15. Get strategy
Promotion on social networks
Encourage friend referralColumbia interest groups

16. Competitor analysis

17. What to do next
1. Further refine the costumer segmentation.
2. Test further key partner: Columbia College Student Council, Graduate
School Student Council to reach out to newly registered and growing
student clubs.
3. Test revenue model: website ads, 3rd party sponsor.
4. Test whether credit system is a good design for free users.
5. Marketing strategy for Columbia as a starting point.
6. Find out a way to prevent absence/default of the free course commitment.