The document discusses a proposed digital literacy app called Project Pie for parents of children aged 5-13. It notes over 100 million families in the US have children using digital devices. Interviews found parents struggle with limiting screen time and communicating rules effectively. The app aims to bridge communication by making it interactive and tangible. An MVP was proposed to organize and compare usage data with communication suggestions. Further interviews uncovered potential to clarify instructions and improve communication atmospheres. A business model canvas and financial model estimated breakeven of 8,600-17,200 users per month. Next steps include acquisition, testing, and updating the website.

1. Project Pie
Children’s Digital Literacy
Asher CEO | Elvin CTO | Ruitao CMO | Tara CFONov 2, 2018 Team Artboard

2. Team Artboard

3. Over 100 million
families with children age 5-13 in United States in
2018 who have access to digital devices
https://blog.euromonitor.com/2013/11/kids-as-digital-consumers-growing-impact-of
-the-under-15-consumer-segment.html Team Artboard

4. “If I have a choice, I wouldn't have any devices at
home, but that's the reality we have to face.”
– Susan, mom of 12-year-old and 4-year-old daughters
“Our son spends too much time on games.”
– Alex and Andy, parents of a 7-year-old son
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5. Team Artboard

6. Parental Control

7. $90.9 million to $223.1 million
Global Parental Control Industry Revenue from 2018 to 2028
http://bi.galegroup.com.ezproxy.sfpl.org/global/article/GALE%7CAA120479507?u=sfpl
_main&sid=summon Team Artboard

8. “We usually get into argument at bed time. She
questions why she has to stop and go to sleep.”
– Irene, mom of an 9-year-old daughter
“I started using the parental control app to set rules,
my son thinks it’s for babies, but he’s not able to
manage himself’s time.”
– Noelle, mom of 15-year-old and 13-year-old sons
“Screen limit tools are not for long term, we still need
to talk to them some day.”
– Yammie, mom of a 7-year-old son
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9. 0~11 years old
Parent’s
Limitation
Heavy use of parental control
software
Fewer limits than before
Follow the rules Question and disobey parents'
rules, sometimes look for ways
to break the rules
Not able to understand the
meaning of time and self-control
Learning and thinking about the
meaning of time and self-control
Children’s
Conformity
Children’s Critical
Thinking Ability
10~13 years old
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10. "While advanced digital education for children remains
deficient, the demand for control and blocking solutions
remains high, and is creating a highly fragmented, ad-hoc yet
competitive market for parental control vendors. Over time,
however, as the digital knowledge gap closes, educational
solutions will feature much more prominently in the market
for child online protection.”
– Michela Menting, senior analyst at ABI Research
http://bi.galegroup.com.ezproxy.sfpl.org/global/article/GALE%7CAA120479507?u=sfpl
_main&sid=summon Team Artboard

11. “I’m comfortable talking about the digital [time and
content], but I’m worried that it’s too plain for her.”
– Irene, mom of an 9-year-old daughter
“I have tried to communicate with him, but he might
have forgotten it after a while.”
– Noelle, mom of 15-year-old and 13-year-old sons
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12. Parents of children who are
10-15 years old and use
digital devices
Parents don’t know how to
communicate the meaning of
responsible screen usage to
their children
PEOPLE PROBLEM
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13. The problem
1. Start with personal encounter of the conflict, and how it connects to us
in a personal level
2. It happens everywhere
a. secondary research data: how many people are facing this problem?
b. Interview quotes
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14. Why the current solution don’t work
1. What are the current solutions
a. from interviews
b. From secondary research
c. From competitive research
2. What works for parents?
a. Market research
b. Competitive research
3. what doesn’t work for parents?
a. Secondary research (including survey comments from parents)
b. Interviews (specific age group)
4. The problem with existing solution & the people
Misunderstanding, disconnection and frustration
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15. We come up with new solutions
Our goal: to bridge/to shape the communication between parents and
children
How it helps bridge the communication:
by making communication process interactive and tangible,
We believe that it would help children understand, and create the connection
between parents and children
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16. Our Goal
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17. Team Artboard

18. “I like him to do research projects online instead of playing
games.”
“I want my daughter to do writing rather than only playing games.”
David
a father of 10 yrs old girl
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Tracy
a mother of 11 yrs old son

19. MVP Refinement
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A data visualization tool of
active/passive usage with
communications suggestions
Before

20. “Youtube for example, is not simply passive usage, children
create content and communicate about social issues.”
Patricia G. Lange
Anthropologist
studying how people use digital media
Tracy
a mother of 11 yrs old son
"The game is involved gun, so I don’t like it. But he thinks the game
is about teamplay and strategy."
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21. MVP Refinement
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Key Use
Organize
Compare

22. MVP Refinement
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Key Use
Organize
Compare

23. Interview process
Place: Boba Guys
Basic rules: No interruption involved, observation only.
Parent :Alex
Daughter: Ann(10)
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24. Interview process
Step 1: Collecting Datas.
Step 2: Categorization.
Step 3: Discussion and Observations.
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25. Interview process
Step 1: Collecting Datas.
Step 2: Categorization.
Step 3: Discussion and Observations.
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26. Interview process
Step 1: Collecting Datas.
Step 2: Categorization.
Step 3: Discussion and Observations.
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27. Interview result
● Constantly use it
Parents side:
Alex: "I would use it everyday
because it just like ask her,
“how’s school today?"

28. Interview result
● This activity helps me to
visualize the how the gap that
we have looks like.
Parents side:
Alex: "We have different
understanding on the defining
of active and passive usage."
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29. Interview result
● It can helps me to track the
change of her interests .
Parents side:
Alex: "I understand what she
interests at."
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30. Potential Concerns
Parents side:
● Unclear to our text
instruction
● The value may be hard to
see in short time.
Quote:
Alex: "What should I do
next?"
Alex: "She's independent.
She has her own way of
thinking."
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31. Potential Concerns
Parents side:
● Unclear to our text
instruction
● The impact maybe hard to
see.
Quote:
Alex: "What should I do
next?"
Alex: "She's independent.
She has her own way of
thinking."
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32. Potential Concerns
kid’s side:
● Unclear to our text
instruction & categorizing
● The way that his dad talk is
not comfortable
Quote:
Alex: "I don’t like he yelling
me during conversation."
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33. Potential Concerns
kid’s side:
● Unclear to our text
instruction & categorizing
● The way that his dad talk is
not comfortable
Quote:
Alex: "I don’t like he yelling
me during conversation."
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34. Summary of Interview
what works
● Usage
● Bridge the communication
● Knowing the gap and each other thinking
what doesn’t works
● Instruction
● Communication atmosphere

35. Business Model Canvas
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36. Business Model Canvas
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37. Business Model Canvas
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38. Financial Model
Fixed Cost
Employees (Founders +
App Developer)
~29.6K/mo
Website domain +
server
$40/mo
Promotion(Google,
Facebook)
$0.27 ~ $3 /click
(Budget $500)
Customer Support,
Technology Support
Included in employee
App Developer
Registration Fee
$99/year
https://ads.google.com/home/pricing/
https://www.facebook.com/business/learn/how-much-facebook-ads-cost
Total: ~30K/mo
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39. Financial Model
Pricing
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40. Financial Model
Pricing
15 days Free Trial -
Subscription Model
$4.99/mo
$19.99/6mo
$29.99/yr
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41. Financial Model
Variable Cost
App Store Commission Rate
30% (15% after a year for in-app
purchase subscription model)
https://developer.apple.com/app-store/subscriptions/
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42. Financial Model
Breakeven
https://developer.apple.com/app-store/subscriptions/
Fixed Cost
~30K
Revenue per month
~30K
=
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43. Financial Model
Breakeven
Revenue per download
$ 3.49 ~ $ 1.74
https://developer.apple.com/app-store/subscriptions/
Fixed Cost
~30K
Revenue per month
~30K
Users per month
?
= x
=
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44. Financial Model
Breakeven
Revenue per download
$ 3.49 ~ $ 1.74
https://developer.apple.com/app-store/subscriptions/
Fixed Cost
~30K
Revenue per month
~30K
Users per month
8.6K ~ 17.24K
= x
=
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45. Financial Model
Breakeven
Potential Users
100 million
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46. Financial Model
Breakeven
Users per month
8.6K ~ 17.24K
Potential Users
100 million 0.0086% ~ 0.0172%÷ =
~ 1 out of 10K
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47. Next Step
1. Acquisition - Find early adopters
2. Test and iterate the concept
3. Update website (single point access to keep track of user data)
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48. Thank you :)
Team ArtboardAsher CEO | Elvin CTO | Ruitao CMO | Tara CFO